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Estratégia de marketing e segmentação de mercado da “Mãe Terra”: estudo de caso
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Este estudo analisa o caso da “Mãe Terra”, uma loja de infusões e produtos naturais, sediada em Macedo de Cavaleiros, no recém-inaugurado Mercado Municipal. A loja pretende destacar-se num mercado com um rico património etnobotânico e tradição secular no uso das plantas aromáticas e medicinais (PAM), ainda pouco explorado comercialmente. Criada há cerca de seis meses, a “Mãe Terra” dedica-se à produção e venda de PAM`s, setor em crescimento devido à procura por soluções naturais. Para compreender melhor o seu público, hábitos de compra e níveis de satisfação, foi aplicado um questionário estruturado, combinando perguntas fechadas — envolvendo variáveis qualitativas nominais e ordinais — e perguntas abertas. Essa abordagem enriqueceu a análise, permitindo uma compreensão aprofundada do perfil, preferências e perceções dos clientes (Malhotra, 2012; Creswell, 2017; Bryman & Bell, 2015), criando uma base sólida para estratégias alinhadas com a realidade da marca. Os resultados ofereceram insights valiosos para orientar decisões estratégicas, desde o desenvolvimento de produtos até campanhas de marketing. Com base no estudo, podemos concluir que a investigação conseguiu delinear um perfil detalhado do público-alvo da "Mãe Terra", identificando as suas preferências, padrões de consumo e valores relacionados à sustentabilidade, tradição e bem-estar. Essas informações permitiram propor estratégias de marketing mais personalizadas, reforçando a identidade da marca e melhorando a comunicação com os clientes, o que deve contribuir para o fortalecimento da competitividade e o crescimento sustentável da empresa. Apesar das limitações metodológicas, como a amostra restrita, o estudo oferece recomendações práticas valiosas, como a valorização do território, a expansão digital, o fortalecimento de parcerias e implementação de ações educativas, que podem ajudar a consolidar a presença da "Mãe Terra" no mercado de produtos naturais, promovendo uma ligação mais profunda com os consumidores, alinhando-se com as suas expectativas de sustentabilidade e autenticidade. Contexto e relevância: A “Mãe Terra” nasceu do desejo de compartilhar os benefícios das plantas medicinais, promovendo o seu uso consciente. Apesar do potencial, enfrenta desafios como a forte concorrência, consumidores exigentes e a necessidade de estratégias eficazes de distribuição. Assim, procura diferenciar-se oferecendo produtos alinhados às necessidades do seu público, contribuindo também para o desenvolvimento local e a promoção da saúde. As questões de investigação foram direcionadas para a compressão e conhecimento do comportamento do consumidor, investigando os seus hábitos de consumo, perceções e expectativas em relação aos produtos e à marca. Além disso, procura-se desenvolver uma
estratégia de marketing eficaz voltada ao mercado local, que possa fortalecer a presença da “Mãe Terra” e garantir o seu crescimento sustentável. Questão de investigação: o principal desafio, ou questão de investigação, do trabalho é a compressão do público-alvo, o seu perfil demográfico, as suas preferências, os seus hábitos de compra e as percepções dos clientes da loja “Mãe Terra”, em relação às PAM, especialmente às infusões. Além disso, o estudo procura identificar estratégias de marketing e ações que possam fortalecer a presença da loja no mercado, considerando fatores como a sustentabilidade, tradição e bem-estar. Objetivo: O objetivo geral é consolidar a presença da loja no mercado, identificando e compreendendo o seu público-alvo, de modo a elaborar estratégias de marketing alinhadas às suas necessidades. Para isso, utilizou-se uma abordagem mista, com questionários e entrevistas presenciais e online, permitindo uma análise aprofundada das preferências. Metodologia: Esta investigação adotou uma abordagem mista, qualitativa e quantitativa, combinando questionários e entrevistas, aplicados tanto online quanto presencialmente, na loja física e em eventos em que a marca esteve presente, implementando um teste piloto. Os dados recolhidos foram sujeitos a análise estatística e complementados com informações qualitativas, permitindo uma compreensão aprofundada das preferências, hábitos de consumo e expectativas dos clientes da “Mãe Terra”. O questionário foi estruturado em quatro categorias principais. A primeira, dados demográficos, abrange informações como a faixa etária, género e local de residência, com o objetivo de delinear o perfil sociodemográfico dos participantes. A segunda categoria, estilo de vida e hábitos de consumo, investiga a frequência de consumo, os motivos que levam à escolha de determinados produtos, os locais de compra e as preferências por tipos específicos de infusões. A terceira, preferências e satisfação, foca-se nas características que os consumidores valorizam, os meios pelos quais conhecem a marca, os fatores que influenciam a recompra, bem como a perceção de qualidade e a relação custo-benefício percebida. Por fim, a quarta categoria, comportamento de consumo e expectativas, analisa o contexto em que ocorre o consumo, o uso de plataformas digitais, a pesquisa online e as sugestões de melhoria apresentadas pelos inquiridos. Com base nos resultados obtidos, foram desenvolvidas personas representativas dos diferentes perfis de consumidores, utilizando variáveis como as motivações de compra, valores e estilo de vida. Essas personas servirão de base para a definição de estratégias de marketing direcionadas, alinhadas com o propósito da marca e os valores do seu público-alvo, visando aumentar a fidelização e fortalecer a imagem da marca no mercado local. A fase inicial da pesquisa concentrou-se na caracterização do consumidor, com especial atenção ao grau de satisfação, canais de comunicação preferenciais e perceção da marca (Anderson & Mittal, 2000). Os dados obtidos sustentaram a implementação de uma campanha promocional no âmbito das comemorações do “Dia da Madrinha”, que aconteceu no dia 12 de abril, divulgada através das redes sociais (Facebook e Instagram). Essa ação incluiu o lançamento de um produto
exclusivo, comercializado online, e promoveu a interação dos consumidores por meio de partilhas e comentários, funcionando também como uma ferramenta para avaliar o impacto das estratégias digitais. A recolha de dados foi realizada por meio de duas abordagens complementares:
1. Aplicação online – O questionário foi disponibilizado em formato eletrónico (E-Forms) e distribuído através de redes sociais, e-mail e WhatsApp.
2. Aplicação presencial – Foram realizadas entrevistas em eventos, o Entrudo Chocalheiro e a comemoração do Dia da Mulher, com aplicação direta das perguntas, registo das respostas e oferta de degustações das infusões. As respostas de perguntas fechadas permitiram obter dados estatísticos, enquanto as abertas forneceram insights qualitativos sobre preferências específicas. Com base na análise desenvolvida, este trabalho propõe ferramentas práticas que visam fortalecer a relação da “Mãe Terra” com o seu público. Essas ferramentas permitirão uma comunicação mais eficaz, facilitando a conexão e o entendimento entre a marca e os consumidores. Além disso, possibilitarão a personalização da oferta de produtos e serviços, alinhado-se, de forma mais precisa, com as necessidades e preferências do público. Outro objetivo importante é reforçar a identidade e a visibilidade da marca, tornando-a mais reconhecida e diferenciada no mercado. Com essas estratégias, espera-se também aumentar a fidelização dos clientes e impulsionar as vendas contribuindo para o crescimento sustentável do negócio. Por fim, essas ações visam garantir a sustentabilidade da “Mâe Terra” a médio prazo, e a promoção de um desenvolvimento equilibrado e responsável. Resultados: Os resultados do estudo sobre o público e o desempenho da loja "Mãe Terra" revelaram um perfil de cliente predominante feminino, situado na faixa etária dos 45 aos 54 anos. Este segmento demonstra valorizar produtos naturais que ofereçam benefícios para a saúde e o bem-estar. Adicionalmente, o estudo aponta para um elevado nível de satisfação entre os consumidores atuais, acompanhado de uma forte intenção de recompra, o que sugere um considerável potencial de fidelização para a marca. No que concerne à obtenção de novos clientes, a recomendação boca-a-boca emerge como o canal mais eficaz. Contudo, o estudo indica que o marketing digital representa uma área com potencial de exploração para alcançar um público mais vasto. Em termos estratégicos, sugere-se que a "Mãe Terra" beneficie de ações que reforcem a sua identidade tradicional, ao mesmo tempo que se mantém atenta à crescente procura por infusões funcionais e práticas sustentáveis. Por fim, a preferência dos consumidores por motores de busca como ponto de partida para a descoberta de produtos aponta para a otimização da presença online e a implementação de estratégias de SEO como um caminho promissor para a atração de novos clientes. Conclusões e recomendações: Este estudo proporcionou uma análise aprofundada do público-alvo da "Mãe Terra", revelando insights essenciais para a formulação de estratégias de marketing
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mais eficazes e alinhadas às particularidades do mercado local. Através de metodologias qualitativas e quantitativas, questionários e entrevistas, foi possível identificar padrões de consumo, preferências e expectativas dos clientes, permitindo à empresa otimizar a sua oferta e melhorar a comunicação segmentada. Os resultados indicam que a personalização de produtos, aliada à valorização de princípios sustentabilidade, tradição e bem-estar, são fatores-chave para a fidelização do consumidor. Além disso, ações promocionais, concretamente a campanha no Dia da Madrinha, mostraram-se eficazes para testar estratégias digitais e avaliar o seu impacto no envolvimento do público e no desempenho comercial.
Apesar das limitações associadas à dimensão da amostra a investigação fornece recomendações práticas valiosas, incluindo o reforço da presença digital, o desenvolvimento de ações educativas e parcerias locais e a valorização do património regional. Estas estratégias pretendem consolidar a presença da “Mãe Terra” no mercado, promovendo uma ligação mais autêntica e duradoura com os consumidores.
No âmbito prático, recomenda-se à "Mãe Terra" valorizar o território e o património cultural, explorando elementos diferenciadores como o Geopark Terras de Cavaleiros e os Caretos de Podence, além de expandir a sua presença digital com uma loja online e uma forte atuação nas redes sociais. Investir em experiências educativas, nomeadamente workshops e visitas guiadas, também é fundamental para fortalecer o vínculo emocional com os consumidores. A obtenção de certificações biológicas e a implementação de práticas sustentáveis reforçarão a identidade da marca perante consumidores cada vez mais conscientes. Por fim, a criação de parcerias estratégicas com o setor de turismo, a implementação de sistemas de avaliação de impacto permitirão monitorizar e ajustar continuamente as ações, promovendo um crescimento sustentável e consolidando a posição da "Mãe Terra" no mercado de produtos naturais.
This study analyzes the case of "Mãe Terra," a shop selling infusions and natural products based in Macedo de Cavaleiros, located in the newly inaugurated Municipal Market. The store aims to stand out in a market rich in ethnobotanical heritage and a longstanding tradition in the use of aromatic and medicinal plants (PAM), which is still relatively underexplored commercially. Created about six months ago, "Mãe Terra" is dedicated to the production and sale of PAMs, a sector experiencing growth due to increasing demand for natural solutions. To better understand its audience, shopping habits, and satisfaction levels, a structured questionnaire was applied, combining closed questions — involving nominal and ordinal qualitative variables — and open questions. This approach enriched the analysis, allowing for an in-depth understanding of customer profiles, preferences, and perceptions (Malhotra, 2012; Creswell, 2017; Bryman & Bell, 2015). This method enabled the collection of complementary quantitative and qualitative data, essential for understanding consumer needs and perceptions, creating a solid foundation for strategies aligned with the brand's reality. The results provided valuable insights to guide strategic decisions, from product development to marketing campaigns. Based on the study, we can conclude that the research successfully outlined a detailed profile of "Mãe Terra"'s target audience, identifying their preferences, consumption patterns, and values related to sustainability, tradition, and well-being. This information allowed for the proposal of more personalized marketing strategies, reinforcing the brand's identity and improving communication with customers, which should contribute to strengthening competitiveness and sustainable growth of the company. Despite methodological limitations, such as the small sample size, the study offers valuable practical recommendations, such as emphasizing the territory, expanding digitally, strengthening partnerships, and implementing educational actions. These can help solidify "Mãe Terra"'s presence in the natural products market, fostering a deeper connection with consumers and aligning with their expectations of sustainability and authenticity. Context and relevance: “Mãe Terra” (Mother Earth) was born out of the desire to share the benefits of medicinal plants by promoting their conscious use in a growing sector. Despite its potential, the company faces challenges such as intense competition, demanding consumers, and the need for effective distribution strategies. It seeks to differentiate itself by offering products aligned with the needs of its target audience, while also contributing to local development and health promotion. The research questions were aimed at understanding consumer behavior, examining consumption habits, perceptions, and expectations regarding the products. Furthermore, the study seeks to develop an effective marketing strategy targeted at the local market to strengthen “Mãe Terra’s” presence and ensure its sustainable growth, in line with customer preferences and needs. Research question: The main challenge and research question of this study is to understand the target audience—its demographic profile, preferences, purchasing habits, and customer perceptions of the “Mãe Terra” store, especially regarding medicinal and aromatic plants (MAPs), particularly infusions. The study also aims to identify marketing strategies and actions that can strengthen the store’s market presence, considering aspects such as sustainability, tradition, and well-being. Objective: The overall objective is to consolidate the store's market presence by identifying and understanding its target audience in order to develop marketing strategies aligned with their needs. A mixed-methods approach was used, combining questionnaires and both in-person and online interviews, allowing for an in-depth analysis of consumer preferences. Methodology: This study adopted a mixed-methods approach, combining questionnaires and interviews conducted both online and in person at the physical store and at events where the brand was present, including a pilot test. Collected data were analyzed statistically and complemented with qualitative information, offering a deeper understanding of “Mãe Terra’s” customers’ preferences, consumption habits, and expectations. The questionnaire was structured into four main categories. The first, Demographic Data, includes information such as age range, gender, and place of residence to outline the participants’ sociodemographic profiles. The second category, Lifestyle and Consumption Habits, investigates frequency of consumption, motivations behind product choices, places of purchase, and preferences for specific types of infusions. The third, Preferences and Satisfaction, focuses on valued product features, how consumers discover the brand, factors influencing repeat purchases, perceived quality, and cost-benefit assessments. Lastly, the fourth category, Consumption Behavior and Expectations, explores the context of consumption, use of digital platforms, online research habits, and suggestions for improvement provided by respondents. Based on the findings, representative consumer personas were developed using variables such as purchase motivations, values, and lifestyle. These personas will guide targeted marketing strategies aligned with the brand’s purpose and audience values, aiming to increase customer loyalty and strengthen the brand’s local market image. The initial research phase focused on characterizing the consumer, with particular attention to satisfaction levels, preferred communication channels, and brand perception (Anderson & Mittal, 2000). These insights supported a promotional campaign during “Godmother’s Day” on April 12, publicized through social media (Facebook and Instagram). This campaign included the launch of an exclusive online product and encouraged consumer interaction via sharing and commenting, serving also as a tool to assess the impact of digital strategies. Data Collection Methods: 1. Online Implementation: The questionnaire was distributed electronically (E-Forms) via social media, email, and WhatsApp. 2. In-Person Implementation: Interviews were conducted at events such as “Entrudo Chocalheiro” and International Women’s Day, with direct questioning, response recording, and infusion tastings offered. Closed-ended questions yielded statistical data, while open-ended ones provided qualitative insights into specific preferences. This methodology aimed to understand consumer behavior and support marketing strategies aligned with the company’s goals. Based on the analysis, this study proposes practical tools to strengthen “Mãe Terra’s” relationship with its audience. These tools will enable more effective communication, fostering stronger brand-consumer connections and understanding. Additionally, they will allow for a more personalized product and service offering, accurately aligning with customer needs and preferences. Another key objective is to reinforce the brand’s identity and visibility, making it more recognizable and distinctive in the market. These strategies are expected to increase customer loyalty and drive sales, contributing to the business’s sustainable growth. Ultimately, these actions aim to ensure the medium-term sustainability of “Mãe Terra” and promote balanced, responsible development. Results: The study on the audience and performance of the "Mãe Terra" store revealed a predominantly female customer profile, mostly aged between 45 and 54. This segment values natural products that promote health and well-being. Furthermore, the study indicated a high level of customer satisfaction and strong intent to repurchase, suggesting significant brand loyalty potential. In terms of acquiring new customers, word-of-mouth emerged as the most effective channel. However, the study highlights digital marketing as a promising area for reaching a broader audience. Strategically, it is recommended that “Mãe Terra” reinforces its traditional identity while responding to the growing demand for functional infusions and sustainable practices. Moreover, the preference for search engines as a starting point for discovering products underscores the importance of online presence optimization and implementing SEO strategies to attract new customers. Conclusions and recommendations: This study provided an in-depth analysis of “Mãe Terra’s” target audience, offering essential insights for the development of more effective marketing strategies tailored to the specifics of the local market. Through qualitative and quantitative methodologies, such as questionnaires and interviews, it was possible to identify consumption patterns, preferences, and customer expectations, allowing the company to optimize its offerings and enhance segmented communication. Results indicate that product personalization, along with an emphasis on sustainability, tradition, and well-being, are key factors in fostering customer loyalty. Additionally, promotional actions like the “Godmother’s Day” campaign proved effective in testing digital strategies and evaluating their impact on audience engagement and commercial performance. Despite limitations related to sample size, the research offers valuable practical recommendations, including strengthening the digital presence, developing educational initiatives and local partnerships, and valuing regional heritage. These strategies aim to solidify “Mãe Terra’s” market presence by promoting a more authentic and lasting connection with consumers. On a practical level, it is recommended that “Mãe Terra” highlight regional and cultural heritage by leveraging differentiating elements such as the Terras de Cavaleiros Geopark and the Caretos of Podence, as well as expanding its digital presence with an online store and active social media engagement. Investing in educational experiences like workshops and guided visits is also essential to strengthen the emotional bond with consumers. Obtaining organic certifications and implementing sustainable practices will further reinforce the brand's identity among increasingly conscious consumers. Finally, establishing strategic partnerships with the tourism sector and implementing impact assessment systems will enable continuous monitoring and adjustment of actions, fostering sustainable growth and consolidating “Mãe Terra’s” position in the natural products market.
This study analyzes the case of "Mãe Terra," a shop selling infusions and natural products based in Macedo de Cavaleiros, located in the newly inaugurated Municipal Market. The store aims to stand out in a market rich in ethnobotanical heritage and a longstanding tradition in the use of aromatic and medicinal plants (PAM), which is still relatively underexplored commercially. Created about six months ago, "Mãe Terra" is dedicated to the production and sale of PAMs, a sector experiencing growth due to increasing demand for natural solutions. To better understand its audience, shopping habits, and satisfaction levels, a structured questionnaire was applied, combining closed questions — involving nominal and ordinal qualitative variables — and open questions. This approach enriched the analysis, allowing for an in-depth understanding of customer profiles, preferences, and perceptions (Malhotra, 2012; Creswell, 2017; Bryman & Bell, 2015). This method enabled the collection of complementary quantitative and qualitative data, essential for understanding consumer needs and perceptions, creating a solid foundation for strategies aligned with the brand's reality. The results provided valuable insights to guide strategic decisions, from product development to marketing campaigns. Based on the study, we can conclude that the research successfully outlined a detailed profile of "Mãe Terra"'s target audience, identifying their preferences, consumption patterns, and values related to sustainability, tradition, and well-being. This information allowed for the proposal of more personalized marketing strategies, reinforcing the brand's identity and improving communication with customers, which should contribute to strengthening competitiveness and sustainable growth of the company. Despite methodological limitations, such as the small sample size, the study offers valuable practical recommendations, such as emphasizing the territory, expanding digitally, strengthening partnerships, and implementing educational actions. These can help solidify "Mãe Terra"'s presence in the natural products market, fostering a deeper connection with consumers and aligning with their expectations of sustainability and authenticity. Context and relevance: “Mãe Terra” (Mother Earth) was born out of the desire to share the benefits of medicinal plants by promoting their conscious use in a growing sector. Despite its potential, the company faces challenges such as intense competition, demanding consumers, and the need for effective distribution strategies. It seeks to differentiate itself by offering products aligned with the needs of its target audience, while also contributing to local development and health promotion. The research questions were aimed at understanding consumer behavior, examining consumption habits, perceptions, and expectations regarding the products. Furthermore, the study seeks to develop an effective marketing strategy targeted at the local market to strengthen “Mãe Terra’s” presence and ensure its sustainable growth, in line with customer preferences and needs. Research question: The main challenge and research question of this study is to understand the target audience—its demographic profile, preferences, purchasing habits, and customer perceptions of the “Mãe Terra” store, especially regarding medicinal and aromatic plants (MAPs), particularly infusions. The study also aims to identify marketing strategies and actions that can strengthen the store’s market presence, considering aspects such as sustainability, tradition, and well-being. Objective: The overall objective is to consolidate the store's market presence by identifying and understanding its target audience in order to develop marketing strategies aligned with their needs. A mixed-methods approach was used, combining questionnaires and both in-person and online interviews, allowing for an in-depth analysis of consumer preferences. Methodology: This study adopted a mixed-methods approach, combining questionnaires and interviews conducted both online and in person at the physical store and at events where the brand was present, including a pilot test. Collected data were analyzed statistically and complemented with qualitative information, offering a deeper understanding of “Mãe Terra’s” customers’ preferences, consumption habits, and expectations. The questionnaire was structured into four main categories. The first, Demographic Data, includes information such as age range, gender, and place of residence to outline the participants’ sociodemographic profiles. The second category, Lifestyle and Consumption Habits, investigates frequency of consumption, motivations behind product choices, places of purchase, and preferences for specific types of infusions. The third, Preferences and Satisfaction, focuses on valued product features, how consumers discover the brand, factors influencing repeat purchases, perceived quality, and cost-benefit assessments. Lastly, the fourth category, Consumption Behavior and Expectations, explores the context of consumption, use of digital platforms, online research habits, and suggestions for improvement provided by respondents. Based on the findings, representative consumer personas were developed using variables such as purchase motivations, values, and lifestyle. These personas will guide targeted marketing strategies aligned with the brand’s purpose and audience values, aiming to increase customer loyalty and strengthen the brand’s local market image. The initial research phase focused on characterizing the consumer, with particular attention to satisfaction levels, preferred communication channels, and brand perception (Anderson & Mittal, 2000). These insights supported a promotional campaign during “Godmother’s Day” on April 12, publicized through social media (Facebook and Instagram). This campaign included the launch of an exclusive online product and encouraged consumer interaction via sharing and commenting, serving also as a tool to assess the impact of digital strategies. Data Collection Methods: 1. Online Implementation: The questionnaire was distributed electronically (E-Forms) via social media, email, and WhatsApp. 2. In-Person Implementation: Interviews were conducted at events such as “Entrudo Chocalheiro” and International Women’s Day, with direct questioning, response recording, and infusion tastings offered. Closed-ended questions yielded statistical data, while open-ended ones provided qualitative insights into specific preferences. This methodology aimed to understand consumer behavior and support marketing strategies aligned with the company’s goals. Based on the analysis, this study proposes practical tools to strengthen “Mãe Terra’s” relationship with its audience. These tools will enable more effective communication, fostering stronger brand-consumer connections and understanding. Additionally, they will allow for a more personalized product and service offering, accurately aligning with customer needs and preferences. Another key objective is to reinforce the brand’s identity and visibility, making it more recognizable and distinctive in the market. These strategies are expected to increase customer loyalty and drive sales, contributing to the business’s sustainable growth. Ultimately, these actions aim to ensure the medium-term sustainability of “Mãe Terra” and promote balanced, responsible development. Results: The study on the audience and performance of the "Mãe Terra" store revealed a predominantly female customer profile, mostly aged between 45 and 54. This segment values natural products that promote health and well-being. Furthermore, the study indicated a high level of customer satisfaction and strong intent to repurchase, suggesting significant brand loyalty potential. In terms of acquiring new customers, word-of-mouth emerged as the most effective channel. However, the study highlights digital marketing as a promising area for reaching a broader audience. Strategically, it is recommended that “Mãe Terra” reinforces its traditional identity while responding to the growing demand for functional infusions and sustainable practices. Moreover, the preference for search engines as a starting point for discovering products underscores the importance of online presence optimization and implementing SEO strategies to attract new customers. Conclusions and recommendations: This study provided an in-depth analysis of “Mãe Terra’s” target audience, offering essential insights for the development of more effective marketing strategies tailored to the specifics of the local market. Through qualitative and quantitative methodologies, such as questionnaires and interviews, it was possible to identify consumption patterns, preferences, and customer expectations, allowing the company to optimize its offerings and enhance segmented communication. Results indicate that product personalization, along with an emphasis on sustainability, tradition, and well-being, are key factors in fostering customer loyalty. Additionally, promotional actions like the “Godmother’s Day” campaign proved effective in testing digital strategies and evaluating their impact on audience engagement and commercial performance. Despite limitations related to sample size, the research offers valuable practical recommendations, including strengthening the digital presence, developing educational initiatives and local partnerships, and valuing regional heritage. These strategies aim to solidify “Mãe Terra’s” market presence by promoting a more authentic and lasting connection with consumers. On a practical level, it is recommended that “Mãe Terra” highlight regional and cultural heritage by leveraging differentiating elements such as the Terras de Cavaleiros Geopark and the Caretos of Podence, as well as expanding its digital presence with an online store and active social media engagement. Investing in educational experiences like workshops and guided visits is also essential to strengthen the emotional bond with consumers. Obtaining organic certifications and implementing sustainable practices will further reinforce the brand's identity among increasingly conscious consumers. Finally, establishing strategic partnerships with the tourism sector and implementing impact assessment systems will enable continuous monitoring and adjustment of actions, fostering sustainable growth and consolidating “Mãe Terra’s” position in the natural products market.
Description
Keywords
Público-alvo Plantas aromáticas e medicinais Mercado local Estratégias de marketing Tradição