O futebol feminino "Veio Pra Ficar": um estudo de caso da campanha de lançamento do batom "Power Stay" da marca Avon com a jogadora Marta

Abstract

This monograph presents a study about Avon's "Veio Pra Ficar" campaign regarding the launch of the Power Stay lipstick, which was hosted by the soccer player Marta. To contextualize the scenario for launching the campaign and to provide clarity on the issues involved, using the exploratory research method, the first chapter deals, in general, with women in society, from the construction of their social role, through the achievements of feminism, reaching the point that is the relationship of women with sports and women's soccer. Then, a theoretical review is presented, over the construction of the brand image through its positioning and identity, its marketing actions and consumers behavior. From these studies, the investigation begins, with the objective of applying the concepts, presented by the theoretical framework, in the campaign object of study of this work. To achieve the objective, the analysis was divided into two stages. The first phase consists of a case study of the Avon brand and its relationship with women's empowerment and soccer. In the second part, in-depth interviews were conducted with female soccer fans, which were later transcribed and verified through a categorical analysis. Finally, it is concluded that the "Veio Pra Ficar" campaign added positively to women's sport and also associated positive points for the Avon brand image (sic).