Confort, doa a quem doer!

Abstract

CottonPlus is a company dedicated to the manufacture of bed, table and bath products in Brazil. With more than two decades of operation, it has always stood out in the production and sale of towels throughout the national territory. Lately the company has faced strong concerns about the performance of its main product in the market, the Confort line, which accounted for approximately 40% of the company's total revenues and which has now dropped to around 30%. Considering that the towel market was crowded with competitors and inserted in a macro-environmental context of political and economic uncertainties that influenced consumers' buying behavior, Gregorio, a newly hired director about a month ago, had the mission to leverage Confort line under the perspectives of the variables of the marketing compound and the factors of consumer behavior. In order to succeed in this mission, one of the first actions of Gregory along with CottonPlus' commercial director was to understand the historical evolution of the towel market and the marketing strategies adopted by the company so far. The case was written with the pedagogical objective of presenting to the readers in the classroom, important aspects related to the marketing mix decisions; the communication compound; segmentation and market positioning and consumer behavior. The interdisciplinarity of the case contemplates the areas of Marketing, sales, communication and consumer behavior.