MARKETING STRATEGIES USED BY THE MICRO JANDIRA DE GURUPI-TO ASSOCIATION TO PROMOTE THE PRODUCTS OF THE FLOUR HOUSE WITHIN THE SCOPE OF THE LOCAL PRODUCTION ARRANGES (APL) OF CASAVA IN SOUTHERN TOCANTINS

Abstract

This research arose from the need to strengthen the visibility and competitiveness of artisanal cassava-based products, such as flour, beiju, and starch, produced by the Associação Micro Jandira in Gurupi, Tocantins, a key participant in the Cassava Local Productive Arrangement (APL) in southern Tocantins. The central issue that motivated this study lies in the absence of structured marketing strategies and the lack of a consolidated visual identity, factors that hinder the brand’s insertion into the regional market and compromise the economic sustainability of the family enterprise. The main objective was to analyze the marketing strategies used by the Associação Micro Jandira in promoting the products of the Casa de Farinha and in strengthening the brand within the context of the cassava APL. To achieve this, a descriptive and exploratory study with a qualitative approach was developed, characterized as a case study. Bibliographic and documentary research techniques, field observations, and a questionnaire applied to the Association’s managers were employed, along with an analysis of communication materials and promotional actions at events and fairs. The results revealed significant advances in the Association’s marketing practices, especially the creation of a visual identity, digital presence, and standardized promotional materials. These actions contributed to increasing brand visibility and adding value to the products, although challenges remain regarding structure and insertion in formal markets. It is concluded that strategic marketing, when applied in a participatory manner, is an essential instrument for strengthening family farming and promoting the socioeconomic development of the cassava APL.