MARKETING CHANNELS IN LOCAL POULTRY FARMING: A CASE STUDY IN THE NORTHWEST OF RIO GRANDE DO SUL-BRAZIL

Abstract

Marketing channels are the means through which the company uses to bring its product or service to the consumer. Such channels can be online or offline depending on the area of operation of the business. It is important for the entrepreneur to do a market study in order to be able to identify the most appropriate marketing channel for his business. Following this perspective, the present study aims to analyze the marketing channels used by the Botton farm, which was taken as a case to illustrate the commercialization of eggs in the region of Palmeira das Missões-RS. The methodology of the present study can be divided into two axes, which can be classified as: bibliographic research and case study, the implementation of Granja Botton, in the municipality of Palmeira das Missões, can be seen as an achievement for the Municipality. It is worth considering the innovation process with regard to the marketing channels adopted by the company, given the pioneering implementation of egg e-commerce in the region.