PLANEJAMENTO DE MARKETING DO CANAL ULTRANATIVO: um planejamento em prol da cultura trespontana

Abstract

The Final Course Assignment “Canal Ultranativo Marketing Plan” – a plan favoring the culture of Três Pontas, a country town in Brazil – brings an investigation into the influences of the media market and the consumers in that town and also discusses which strategy is the best for Canal Ultranativo position itself into this market, providing profitability in the diffusion and promotion of the cultural content of Três Pontas-MG. Analysis were held using a descriptive study with data provided by Google Analytics and a qualitative research with consumers from Três Pontas, observing as well the political, economic, technological and cultural factors that influence the Canal Ultranativo performance. These researches provided important information to guide price, place, product and promotion strategies, which were set out to differentiate and position the brand “Canal Ultranativo” into the market, defining target audience, main objectives and goals.