Docel� Brigaderia

This book provides an overview of the marketing strategies of Docelê Brigaderia, an online bakery founded by a young university student in Niterói (RJ). To do this, it evaluates two digital metrics: the brand's performance in repurchase, the representativeness of the price for its customers and its perceived attributes - in a survey on an agreement scale, applied to the hierarchy of effects (brand awareness, experimentation, repeat purchase, loyalty and willingness to recommend). The aim of this study is to present the reader with Docelê's successful strategies and points for improvement in its first two years of existence, pointing out the most interesting paths for its future. It is hoped that the experiences of Docelê Brigaderia will serve as a mirror for other micro and small businesses, especially those in digital environments.