Desenvolvimento de plano de comunicação integrada de marketing para um salão de beleza

Abstract

This study aimed to develop and implement an Integrated Marketing Communication (CIM) Plan for a small company that provides beauty and aesthetic services. The method employed was qualitative, using bibliographic, documentary, and action research. With the development and application of the CIM plan, it was possible to observe an increase in the customer base, with increased sales and improved organizational commitment for employees. Another result was the increase in brand awareness by potential customers through the revitalization of the brand. The importance of the CIM plan is emphasized as a synergistic enhancer for the different areas of the company, as well as the improvement of the company’s relationship with the target, and improvement of workflow and financial control. The study enabled the use of Service Blueprint as a diagnostic tool for the development of actions planned and employed in the CIM plan.