FROM PERNAMBUCO TO FRANCE: THE INTERNATIONAL MARKETING MIX OF PINGA NORDESTINA

Abstract

The main purpose of this article is to analyze the process of internationalization of Pinga Nordestina, an enterprise that produces and markets cachaça (Brazilian spirit) located in the Semi-arid hinterland of Pernambuco State, in terms of its global marketing mix. The theoretical framework is composed of the marketing mix elements in the international context, which are fundamental for the understanding of the phenomenon. Qualitative case study methodology was applied in order to capture and understand the various aspects related to the internationalization process of the analyzed unit, using interviews and document analysis as data collection techniques. Among other results, the study showed the need for product and price adjustment and the importance of promotional tools, especially international fairs and of the relationship with cachaça distributors in the European market. Furthermore, it can be stated that the findings are in accordance with contemporary literature on internationalization of enterprises in emerging markets.