Projeto Poupança Florestal no município de Pelotas: marketing ou marketing social?

Abstract

The global economy has transformed business and has had a direct impact on regional cultures. It has also interfered on modes of production and personal relationships within business. This process has been followed and stimulated by the use of marketing strategies that create a better acceptability of the market s actions. Marketing produces detailed studies on people s behaviour and makes use of persuasion strategies not only through publicity but by using mechanisms that are gradual and naturally assimilated. Social marketing is an example of such opportunities created by marketing. The Project Poupança Florestal (freely translated as Forest Saving) was developed within this framework, in which it is necessary to construct or consolidate the business image. In order to evaluate the impact of such project in the South of Rio of Grande do Sul estate, in Brazil, the present study has developed a review of literature, documental research, as well as has carried out interviews (open questionnaires) with representative of several social institutions. The analysis of the interviews shows that the majority of the representatives tend to perceive the project as an isolated action which helps improving the image of Votorantim in the south of the Rio Grande do Sul estate (Brazil), but they do not perceive it as having positive impact in the socioeconomic development of the region as a whole.