Open AccessThe Brazilian cotton marketing initiative: ‘Sou de Algodão’ case
Author(s) -
Luciano Thomé e Castro,
Marcos Fava Neves,
W. Scott Downey,
Manami Kawagushi Torres
Publication year - 2018
Publication title -
the international food and agribusiness management review
Language(s) - English
Resource type - Journals
eISSN - 1559-2448
pISSN - 1096-7508
DOI - 10.22434/ifamr2018.0025
Subject(s) - business , marketing , order (exchange) , clothing , service (business) , marketing plan , influencer marketing , marketing mix , value (mathematics) , plan (archaeology) , marketing management , finance , relationship marketing , political science , archaeology , machine learning , computer science , law , history
This case shares the experience of Arlindo Moura, president of ABRAPA (Brazilian Association of Cotton Producers), who led the implementation of a plan to incentivize the use of cotton in Brazil. The plan was built after analyzing the relevant cotton value chain, which includes producers, spinners, textile manufacturers, clothing manufacturers, fashion influencers, universities and consumers. A network of service providers and supporters were aligned around the objective of growing the volume of cotton used throughout the chain. The case shows the strategy behind the campaigns and several promotional actions. Students are presented with challenges related to moving the effort forward following a successful program launch and are asked to consider what ABRAPA should consider in order to establish a continuous, long term and self-sustained effort of increasing cotton demand. Marketing, finance and governance issues are included.