Marketing Strategies for the Geographic Indication of São Tiago/MG

Abstract

The recognition of Geographical Indications (GI) for products or services can benefit the entire production chain and promote the socioeconomic, cultural, and environmental development of a region. However, the registration of a GI alone does not guarantee the expected positive impacts. During the post-implementation phase, it is essential to develop strategies and align actions to enable GIs to achieve their full potential. This is exemplified by the GI from São Tiago, in Minas Gerais, which, despite being granted in 2013, has yet to generate significant advantages for stakeholders and the region. In this context, this study aims to propose marketing strategies to consolidate the São Tiago GI. In order to achieve this, the study has adopted qualitative, descriptive and applied research making use of an action research approach. Data collection was conducted through bibliographic and documentary research, complemented by observations made during visits to production sites and meetings with members of the São Tiaguense Association of Biscuit Producers (Assabiscoito), which is responsible for requesting the GI, as well as representatives from other institutions associated with this asset. The collected data were analysed using content analysis techniques. The findings highlight the strengths, weaknesses, threats, and opportunities of the São Tiago GI. Furthermore, the international, national, and local biscuit markets were studied to understand consumer behaviour, aiming at defining the most effective competitive positioning strategy for the GI. This analysis supports the development of an appropriate marketing mix and strategic recommendations aligned with local challenges. These strategies, combined with structured management, could facilitate the systematization of initiatives, thereby contributing to increased economic activity, job creation, and income generation in the region