BRAND POSITIONING AND VALUE PROPOSITION IN SMALL CONSTRUCTION MATERIAL BUSINESSES: A CASE STUDY OF DR CONSTRUÇÕES IN THE CARIRI REGION OF CEARÁ

Abstract

This article analyzes the brand positioning, value proposition, and marketing tools of DR Construções, a small hybrid company offering technical consulting, construction materials, and personal protective equipment (PPE) in Juazeiro do Norte, in the Cariri region of Ceará (CE). Based on an integrative project developed by the team, analyses were structured regarding the target audience, personas, empathy maps, the CBVA methodology, the Value Proposition Canvas, and the SCAMPER matrix. The aim was to understand how a small business can differentiate itself from large home improvement centers through consultative, human-centric, and technically qualified service. This descriptive, qualitative study employs a documentary case study approach, linking DR Construções’ internal data with theoretical frameworks regarding service marketing, branding, value propositions, and consumer behavior in the construction industry. Literature indicates that for services involving high perceived risk, attributes such as trust, guarantees, and specialized support are decisive factors in consumer choice (Grönroos, 2007; Lovelock & Wirtz, 2016)—a concept that aligns directly with DR Construções’ strategy. The results show that the "Helper" brand archetype—combined with consultative sales, reduced budgeting errors, a focus on cost-benefit, and relationship-building with construction foremen and homeowners—fosters trust, financial predictability, time savings, and reduced material waste. The discussion demonstrates that in local construction markets, the combination of technical support and close relationships constitutes a significant competitive advantage, albeit one that relies on process management, continuous staff training, the strategic use of digital channels, and the consolidation of visual identity.