Pesquisa exploratória-qualitativa sobre o Valor Social como Estratégia de Marketing em uma Cooperativa de Crédito.

1. Social Value as a Marketing
Strategy in a Brazilian Credit Union
Edson Roberto Scharf, Dr. – FURB Universidade de Blumenau
Germano Gehrke, Mestre – FURB Universidade de Blumenau
Paulo Oliveira, Mestrando – FURB Universidade de Blumenau
Richard Perassi Luiz de Souza, Dr. – UFSC Universidade Federal
de Santa Catarina
XXVI – ENANGRAD
Foz do Iguaçu/PR – Brasil
2015

2. Abstract/Purpose
 The objective of the paper is to examine the
strategic Marketing direction Brazil’s largest credit
union adopted in order to enhance the social
value of its brand;
 This is the first study exploring the social theme as
a marketing strategy within credit unions in Brazil;
 A credit union is a civil and autonomous
nonprofit association;
 Viacredi is a subject of this study.

3. Abstract/Purpose

4. Marketing Strategy
 A well-formulated Marketing strategy helps the
company best allocate internal resources and
skills to create a unique and viable posture
(Baker, 2007);
 Marketing Strategy is important for the results of
an organization with regards to the development
and presentation of its value to a market;
 Becker-Olsen et al. (2006) state that well-
developed CSR actions can be used to justify the
establishment of strategic marketing goals.

5. Social Value
 According to several authors, social value is an
approach that puts the consumer first;
 The social value is primarily a corporate value;
 There are several studies that found positive
effects on consumer attitudes towards a brand
and a strong identification with a company
resulting from the social practices of business;
 The generation of social value is not derived from
the indicators been tested alone (Becker-Olsen
et al.,2006).

6. Methodology
 Qualitative exploratory research and
an in-depth interview approach
were implemented;
 It is a single case study, with an
expository rating, according to Yin
(2003);
 Non-operational thinking and efforts
to enhance the social value for the
affiliate cooperative;
 The triangulation of data was
achieved with aditional datas;
Most
Senior
Executive
at Viacredi
Responsible for
chairing Cecred
System
Annual
Report
2013
published

7. Findings
Perceived
value of
benefits
Perceived
value of
sacrifices
Social
Value
Satisfaction
and loyalty
 In Roig et al. (2013), the
theorical framework
was constructed from
several indicators:

8. Findings
Perceived
value of
benefits
Perceived
value of
sacrifices
Social
Value
Satisfaction
and loyalty
 Functional and
emotional benefits:
 Functional: proximity to
the credit union and
employee training;
 Emotional: are
positively evaluated in
the annual survey.

9. Findings
Perceived
value of
benefits
Perceived
value of
sacrifices
Social
Value
Satisfaction
and loyalty
 Viacredi makes a
greater effort to pass
along prices that are
necessary to pay only
the actual costs of
services.

10. Findings
Perceived
value of
benefits
Perceived
value of
sacrifices
Social
Value
Satisfaction
and loyalty
 To the Director, the
community recognizes
the social value of the
credit union as a
community worker
generating business;
 The Marketing Director
states he rarely uses
traditional
communication efforts –
“The Cooperative is in
the community”.

11. Findings
Perceived
value of
benefits
Perceived
value of
sacrifices
Social
Value
Satisfaction
and loyalty
 As the annual surveys of
Viacredi reflect, the
credit union has been
shown to be satisfy its
members;
 Another aspect that
demonstrates loyalty is
the recommendation of
the credit union to
relatives.

12. Conclusion
 For the Viacredi, offering people close proximity
to the facilities is more important than
sophisticated facilities;
 With growth close to 30%, well above the levels
of the Brazilian economy, Viacredi has earned its
position as a solid brand in its segment without
the use of traditional media;
 The fact that the social value to show building of
strong brands without the support of advertising
or other traditional communication formats, can
be a rich untapped opportunities in the field.

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