PGE BijaRi by Michelle Okumura

PGE

ESCOLA SUPERIOR DE PROPAGANDA E MARKETING PROJETO DE GRADUAÇÃO ESPM ANDRÉ YOSHIO KUTEKEN KURATANI 10620316 DANILO SCARCELLA MANGINI 10620071 HERBERT LAURENCE GALLO BARATELLA 10510638 MARÍLIA CORREIA VIANA 10911904 VINÍCIUS NODA IRIE 10710363 Orientador: Luiz Fernando da Silva Jr. SÃO PAULO 2010 / 2 !"#$%&'()&

AGRADECIMENTOS

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André

Danilo

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Vini ŶĮŵ͕ ĞƐƚĂŵŽƐ ŶŽƐ ĨŽƌŵĂŶĚŽ͘ ďĂƐƚĂŶƚĞ ŝŵƉƌĞƐƐŝŽŶĂŶƚĞ 92>2$ =>$ 4&>5604$ &730.@(62$ 073.0$ L25(4$ /2$ P=7/2$ J$ Ž ƐƵĮĐŝĞŶƚĞ ƉĂƌĂ ŵƵĚĂƌ ƚĂŶƚŽ ƵŵĂ Ɛſ ƉĞƐƐŽĂ͘ EĞƐƐĞƐ <=(3.2$ (724$ 52/0.&($ /&E0.$ <=0$ >=/0&$ 90.9($ /0$ _`a$ /2$<=0$0=$0.($724$30>524$/0$926J-&2F$0$&442$7H2$40.&($ ƉŽƐƐşǀĞů ƐĞŵ Ă ŝŶŇƵġŶĐŝĂ ĚĞ ŵƵŝƚĂƐ ƉĞƐƐŽĂƐ͘ WŽƌƚĂŶƚŽ͕ 7H2$ 4I$ (-.(/090.0&$ ($ 32/24$ 24$ 07@26@&/24$ 72$ !"#F$ ŵĂƐ ƚĂŵďĠŵ ĐŽŵŽ ăƋƵĞůĞƐ ƋƵĞ ĮǌĞƌĂŵ ƉĂƌƚĞ ĚĞƐƐĞƐ <=(3.2$(724$/0$>=/(71($0$0@26=1H2F$0$8(12$<=043H2$/0$ >079&27(.$(6-=74A T:@&(>0730F$(-.(/012$($32/($($>&7;($8(>?6&(F$<=0$>0$ :(792=$0$<=0$40>5.0$>0$(52&2=$7(4$>&7;(4$04926;(4$0$ /09&4D04F$0>:2.($>0=$5(&$70>$40>5.0$(4$07307/(F$40&$ <=0$043(.G$40>5.0$(2$>0=$6(/2A %.=72$0$)=(4F$52.$40.0>$>0=4$&.>H24$7H2$:&26I-&924b >ĠŽ͕ ĂůŝŶƚ͕ ůġ͕ :ŽĆŽ͕ sŝƟŶŚŽ͕ ƋƵĞ ƟǀĞƌĂŵ ŽƐ ƉĂƉĠŝƐ >(&4$&>52.3(7304$7($>&7;($@&/($/=.(730$0440$50.?2/2$ /0$ 8(9=6/(/0F$ 52.$ 30.0>$ >0$ (92>5(7;(/2$ 0>$ 72@(4$ 0B50.&C79&(4$0$>0$(52&(/2$0>$5.2'0324$50442(&4b "=43(@2$0$\=F$24$]7&924$<=0$40>5.0$07307/0>$>&7;(4$ &.27&(4$ 0$ :0430&.(4$ 0$ 24$ ]7&924$ <=0$ 7=79($ .09=4(.(>$ ƵŵĂ ,ĞŝŶĞŬĞŶ ĐŽŵŝŐŽ͖ ƵĚƵ͕ ŵĞƵ ĂŵŝŐŽ ǀŝĚĂ ůŽƵĐĂ͖ 'ĂďƌŝĞů Ğ >ĂŝůĂ͕ ƋƵĞ ƐĞŵ ĞůĞƐ͕ Ž ĐŝŶĞŵĂ͕ Ă ĨŽƚŽŐƌĂĮĂ Ğ Ă >]4&9($7H2$30.&(>$($&>52.3c79&($<=0$3C>$(3=(6>0730$ 0>$>&7;($@&/(b K06&50F$LG44&2F$S&3H2F$\=F$[=?4F$d7-.&/F$,60E&7;2F$#@0.327F$ !0/.2F$ [=9&(72F$ S&@&F$ Q(>(73(F$ 0$ 32/2$ >=7/2$ <=0$ 0=$

5244($30.$04<=09&/2$(-2.(F$52.$30.0>$80&32$/24$>0=4$ ĮŶĂŝƐ ĚĞ ƐĞŵĂŶĂ ŵĂŝƐ ĚŝǀĞƌƟĚŽƐ͕ ĂůŝǀŝĂŶĚŽ Ă ƉƌĞƐƐĆŽ 0$($92..0.&($/2$/&($($/&(U ,6J>$/0604F$7H2$52442$/0&B(.$3(>:J>$/0$(-.(/090.$ ($ #Q!P$ 52.$ >0$ (5.04073(.$ (6-=>(4$ /(4$ >06;2.04$ ƉĞƐƐŽĂƐ ƋƵĞ ĐŽŶŚĞĕŽ͗ ĂŶŝůŽ͕ ŵĞƵ ĨƵƚƵƌŽ 92792..0730b$ O0.:0.3F$ <=0$ @&@0=$ 40>5.0$ /0&B(7/2$ (4$ 92&4(4$ 5(.($ /052&4F$ 0B9032$ 2$ !"#b$ )CF$ 92>$ <=0>$ 307;2$52=<=?44&>2$0>$92>=>$0>$30.>24$/0$-24324$ ƉĞƐƐŽĂŝƐ͕ ŵĂƐ ŵƵŝƚŽ ĐŽŵŽ ĂŵŝŐŽƐ͖ dĂƟ͕ ƋƵĞ ǀĞŵ ŵĞ 3.(E07/2$9(/($@0E$>(&4$2.-=6;2$(2$:0:0.$>(&4$90.@0'($ 0$ 2=@&.$ >0=4$ .04>=7-24b$ !.&3EF$ 92>5(7;0&.($ /0$ 90.@0'(F$6&30.(3=.($0$9&70>(b$P(.?6&(F$52.$043(.$40>5.0$ ƉŽƌ ƉĞƌƚŽ ƉĂƌĂ ŵĞ ĂŐƌĞĚŝƌ ŵŽƌĂů Ğ ŐƌĂƚƵŝƚĂŵĞŶƚĞ͖ zƵ͕ 52.$40>5.0$.&7/2$/24$>0=4$5.2:60>(4b$YG/&(F$>&7;($ ĐŽƌŝŶƟĂŶĂ ĨĂǀŽƌŝƚĂ͊ P0=4$ (-.(/09&>07324$ (24$ 5.280442.04N$ L0642$ L.=EF$ ƉĞůĂƐ ŵĞůŚŽƌĞƐ ĂƵůĂƐ ƋƵĞ ũĄ ƟǀĞ͕ ĚĞ ĚŝŶąŵŝĐĂƐ (5(.0730>0730$:&E(..(4$0$727$40740F$>(4$/0$072.>0$ ĞĮĐŝġŶĐŝĂ͖ :ŽĐĂ͕ ƋƵĞ ĨĞǌ ĐŽŵ ƋƵĞ ĞƵ ƉĂƐƐĂƐƐĞ ƉŽƌ Ƶŵ >2>0732$/0$&73074($&7/09&4H2$0$92-&3(440$(:(7/27(.$ Ž ĐƵƌƐŽ ƉĂƌĂ ŝƌ ĨĂǌĞƌ ĐŝŶĞŵĂ ;Ž ƋƵĞ ĂŝŶĚĂ ŶĆŽ ĚĞƐĐĂƌƚĞŝͿ͖ ůſǀŝƐ Ğ KǇĂŬĂǁĂ͕ ƉŽƌ ĂďŽƌĚĂƌĞŵ ŽƐ ĂƐƐƵŶƚŽƐ ŵĂŝƐ &730.044(7304$/2$9=.42$/0$82.>($0B3.(2./&7G.&(U K&7(6>0730F$ @(60=F$ [=?EF$ <=0$ 724$ 2.&0732=$ (3J$ 9;0-(.>24$(<=&U !"#$%&'()&

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SUMÁRIO EXECUTIVO :ŽǀĞŶƐ͕ ƵŶŝǀĞƌƐŝƚĄƌŝŽƐ͕ ĐŽŶƚĞƐƚĂĚŽƌĞƐ͕ ĂƌƟƐƚĂƐ͘ ,Ą ϭϰ ĂŶŽƐ͕ Ƶŵ ŐƌƵƉŽ ĚĞ ĂŵŝŐŽƐ ĐŽŵ ĞƐƐĞ ƉĞƌĮů ĨƵŶĚŽƵ Ž ŝũĂƌŝ͕ Ƶŵ ĐŽůĞƟǀŽ ĂƌơƐƟĐŽ ĐƌŝĂĚŽ ƉĂƌĂ ƌĞƵŶŝĆŽ ĚĞ (>&-24F$ 0B09=1H2$ /0$ 3.(:(6;24$ (9(/C>&924$ 0$ /0407@26@&>0732$ /0$ 3.(:(6;24$ ĂƵƚŽƌĂŝƐ͘ ĐƌŝĂƟǀŝĚĂĚĞ Ğ ŝŶŽǀĂĕĆŽ ĚŽ ŐƌƵƉŽ ůŚĞƐ ƌĞŶĚĞƌĂŵ Ă ƉŽƐƐŝďŝůŝĚĂĚĞ ĚĞ 3.(:(6;(.$0B96=4&@(>0730$92>$2$<=0$0604$>(&4$(>(@(>F$(.30A$$ ƉĞƐĂƌ ĚĂ ƋƵĂůŝĚĂĚĞ ŝŶĚŝƐĐƵơǀĞů͕ Ž ŝũĂZŝ ĂŽ ůŽŶŐŽ ĚĞ ƐƵĂ ĞǆŝƐƚġŶĐŝĂ ĞŶĨƌĞŶƚŽƵ ĚŝǀĞƌƐŽƐ ƉƌŽďůĞŵĂƐ ĮŶĂŶĐĞŝƌŽƐ Ğ ĂĚŵŝŶŝƐƚƌĂƟǀŽƐ͕ ĂůĠŵ ĚĞ ĚŝǀĞƌŐġŶĐŝĂƐ ĞŶƚƌĞ 24$5.I5.&24$4I9&24A$ ƚƵĂůŵĞŶƚĞ Ž ŝũĂƌŝ ƌĞĂůŝǌĂ ƚƌĂďĂůŚŽƐ ĚĞ ǀũĂǇŝŶŐ͕ ŝŶƚĞƌǀĞŶĕƁĞƐ ƵƌďĂŶĂƐ͕ ĚĞƐŝŐŶ ŐƌĄĮĐŽ͕ ǁĞďĚĞƐŝŐŶ͕ ĂƵĚŝŽǀŝƐƵĂů͕ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ͕ ĐĞŶŽŐƌĂĮĂ͕ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ Ğ ŵĂƉƉŝŶŐ͘ ^Ğŵ Ƶŵ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ ĚĞĮŶŝĚŽ͕ Ž ĐŽůĞƟǀŽ ŵĂů ƐĞ ĐŽŵƵŶŝĐĂ͕ 2$ <=0$ &>5244&:&6&3($ 40=$ .0927;09&>0732$ 52.$ 5(.30$ /2$ -.(7/0$ 5]:6&92$ 0$ ($ /&@=6-(1H2$/0$32/24$40=4$40.@&124$280.09&/24A ƉſƐ Ă ĂŶĄůŝƐĞ ĚĞ ŵĞƌĐĂĚŽ͕ Ž ŐƌƵƉŽ ĚĞĮŶŝƵ Ƶŵ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ ƉĂƌĂ Ă ĞŵƉƌĞƐĂ͕ (6J>$/0$4=-0.&.$=>$56(72$92>$(1D04$/&@&/&/(4$073.0$-043H2F$92>=7&9(1H2$0$ ƌĞůĂĐŝŽŶĂŵĞŶƚŽ͕ ƉĂƌĂ ƐŽůƵĐŝŽŶĂƌ ŽƐ ƉƌŽďůĞŵĂƐ ĂĚŵŝŶŝƐƚƌĂƟǀŽƐ ŝĚĞŶƟĮĐĂĚŽƐ͕ ƉƌŽƉŽŶĚŽ ĂĕƁĞƐ ƉĂƌĂ Ž ĐŽůĞƟǀŽ ƐĞ ĐŽŵƵŶŝĐĂƌ ĚĞ ĨŽƌŵĂ ĞĮĐĂǌ͕ Ğ ĂĕƁĞƐ ĚĞ .06(9&27(>0732$92>$96&07304A ĞƐƐĂ ĨŽƌŵĂ͕ ĞƐƉĞƌĂͲƐĞ ƋƵĞ Ž ŝũĂZŝ ƐĞũĂ ƌĞĨĞƌġŶĐŝĂ ŶŽ ƐĞƚŽƌ Ğŵ ƋƵĞ ĂƚƵĂ͕ ƌĞĐŽŶŚĞĐŝĚŽ ƉŽƌ ƐƵĂ ƋƵĂůŝĚĂĚĞ͕ ĐƌŝĂƟǀŝĚĂĚĞ Ğ ŝŶŽǀĂĕĆŽ͘

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SUMÁRIO 1. INTRODUÇÃO 1.1 O QUE É UM COLETIVO ARTÍSTICO?

2.3 PROCESSOS, PRODUÇÃO, SUPRIMENTOS E LOGÍSTICA

2.4 PRODUTIVIDADE E QUALIDADE

2.5 PESSOAS

1.2 DEFINIÇÃO DE COLETIVO ARTÍSTICO SOB A ÓTICA DO BIJARI

2.6 PROMOÇÃO E EDUCAÇÃO

1.3 O BIJARI

2.7 EVIDÊNCIAS FÍSICAS

1.4 MISSÃO, VISÃO E VALORES

2.8 PREÇO

1.4.1 Missão

1.4.2 Visão

1.4.3 Valores

3.1.1 O BijaRi, as licitações e outras convocações

1.5 FATURAMENTO

3.1.2 Os investimentos em mídias exteriores e internet

2. AMBIENTE INTERNO 2.1 PRODUTO

3. MICROAMBIENTE

3.1 PARA QUEM E COMO O BIJARI TRABALHA?

3.2 CONTEXTO MERCADOLÓGICO DO BIJARI

3.3 CONCORRÊNCIA DO BIJARI

2.1.1 VJaying

Estúdio Preto & Branco

2.1.2 Intervenções Urbanas

SuperÜber

2.1.3 Design Gráfico e Webdesign

3.4 FORNECEDORES

2.1.4 Audiovisual / Motion Graphics

4. INFLUÊNCIAS EXTERNAS

2.1.5 Cenografia/Vídeo-cenografia

4.1 AMBIENTE DEMOGRÁFICO

2.1.6 Mapping

4.2 AMBIENTE ECONÔMICO

2.2 LUGAR E TEMPO

4.3 AMBIENTE SÓCIO-CULTURAL

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4.4 AMBIENTE POLÍTICO-LEGAL

7.3 QUALIDADE PERCEBIDA

104

4.5 AMBIENTE TECNOLÓGICO

7.4 ASSOCIAÇÕES À MARCA

104

7.5 CONCLUSÃO

106

5. DIAGNÓSTICO 5.1 MERCADO B2B, O BIJARI E SUAS ORIENTAÇÕES CORPORATIVAS

8. IDENTIDADE DA MARCA BIJARI

110

8.1 ALMA DA MARCA

110

8.2 IDENTIDADE EXPANDIDA

110

5.2.1 Matriz SWOT

8.3 IDENTIDADE ESSENCIAL

111

5.2.2 Matriz de Importância

9. PROGNÓSTICO

114

5.2.3 Matriz SWOT Cruzada

10. PLANEJAMENTO ESTRATÉGICO

120

5.2.4 Conclusão

10.1 PROBLEMAS IDENTIFICADOS

120

10.2 OBJETIVOS

120

10.3 PLANEJAMENTO TÁTICO DA ESTRATÉGIA DE

5.1.1 Conclusão 5.2 ANÁLISE SWOT

5.3 ANÁLISE DOS STAKEHOLDERS 5.3.1 Conclusão 6. POSICIONAMENTO

MARKETING MIX

121

6.1 SEGMENTAÇÃO DESCRITIVA

10.3.1 Evidências Físicas

121

6.2 SEGMENTAÇÃO COMPORTAMENTAL

10.3.2 Pessoas

121

6.3 CENÁRIO ATUAL

10.3.3 Preço

122

102

10.3.4 Produtividade, Qualidade e Processos

122

7.1 LEALDADE À MARCA

102

10.3.5 Produtos

122

7.2 CONHECIMENTO DE MARCA

103

10.3.6 Lugar e Tempo

124

7. ANÁLISE DE MARCA

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10.3.7 Promoção e Educação

125

11. PLANO DE AÇÕES

128

11.1 DEFINIÇÃO DE CONCEITO CRIATIVO CENTRAL PARA A COMUNICAÇÃO

129

11.2 COMUNICAÇÃO E RELACIONAMENTOS

130

11.2.1 Padronização da Identidade Visual e Estratégias de Conteúdos

130

11.2.2 Imóvel

140

11.2.3 Assessoria de Imprensa

141

11.2.4 CRM

141

11.2.5 Eventos

143

11.2.6 Criar desejo em torno de materiais temáticos de trabalhos do 1º nível da Pirâmide de Produtos

145

11.2.7 Novos Produtos

148

11.3 GESTÃO

150

11.3.1 Pessoas

150

11.3.2 Treinamento de Pessoal

152

11.3.3 TI / Processos

153

11.4 CRONOGRAMA DAS AÇÕES

156

12. VIABILIDADE FINANCEIRA

160

13. REFERÊNCIAIS BIBLIOGRÁFICAS

162

14. ANEXOS

164 !"#$%&'()&

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Introdução

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WŝŶƚŽƌ ĨƌĂŶĐġƐ ĚĞ ŵĂŝŽƌ ƌĞƉƌĞƐĞŶƚĂƟǀŝĚĂĚĞ Ğ ŝŶŇƵġŶĐŝĂ ĚŽ ƉĞƌşŽĚŽ ŶĞŽĐůĄƐƐŝĐŽ͘ ůĠŵ ĚĞ ƐĞƌ Ƶŵ ĂƟǀŽ ĚĞĨĞŶƐŽƌ ĚĂ ZĞǀŽůƵĕĆŽ &ƌĂŶĐĞƐĂ͕ ĐŽŶƚƌŽůŽƵ ĚƵƌĂŶƚĞ ĂŶŽƐ Ă ĂƟǀŝĚĂĚĞ ĂƌơƐƟĐĂ ĚĂ &ƌĂŶĕĂ ƐĞŶĚŽ͕ ŝŶĐůƵƐŝǀĞ͕ Ž ƉŝŶƚŽƌ ŽĮĐŝĂů ĚĂ ŽƌƚĞ͘ *

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7($ 82.>($ 92>2$ 3.(EF$ (24$ 52=924F$ =>$ >2/062$ 9(/($@0E$>(&4$043.=3=.(/2$/0$92>2$/0@0$(3=(.$ =>($0>5.04($8.0730$(2$>0.9(/2A$ ƵƌĂŶƚĞ ĞƐƐĞ ƚĞŵƉŽ͕ Ă ĐŽŶƐƵůƚŽƌŝĂ ǀĞŵ /&.&-&7/2$ 40=4$ 0482.124$ 7($ 043.=3=.(1H2$ 0$ ĚĞĮŶŝĕĆŽ ĚĞ ĂůŐƵŶƐ ƉƌŽĐĞƐƐŽƐ͕ ƌĞĂůŝǌĂŶĚŽ ƵŵĂ ƌĞĞƐƚƌƵƚƵƌĂĕĆŽ ĚĂ ƉŽůşƟĐĂ ĐŽŵĞƌĐŝĂů͕ ĂĚĞƋƵĂĕĆŽ ĚĞ ƉŽƌƞſůŝŽ͕ ĂƐƐĞƐƐŽƌŝĂ Ğŵ ĞĚŝƚĂŝƐ Ğ ƉƌŽũĞƚŽƐ ĚĞ ŝŶĐĞŶƟǀŽ͕ ĂůĠŵ ĚŽ ĨŽƌƚĂůĞĐŝŵĞŶƚŽ /($ >(.9(A$ #43($ JF$ /0$ 90.3($ 82.>(F$ =>($ 72@($ ƐſĐŝĂ ĚŽ ĐŽůĞƟǀŽ͕ ƋƵĞ ŚŽũĞ ĐŽŶƚĂ ĐŽŵ ĂƉĞŶĂƐ 40&4$ /24$ /0E$ &730-.(7304$ &7&9&(&4N$ #/=(./2$ &ĞƌŶĂŶĚĞƐ͕ 'ƵƐƚĂǀŽ 'ŽĚŽǇ͕ 'ĞĂŶĚƌĞ dŽŵĂǌŽŶŝ͕ DĂƵƌŝĐŝŽ ƌĂŶĚĆŽ͕ KůĂǀŽ ŬŵĂŶ Ğ ZŽĚƌŝŐŽ ,.(]'2A T$ %&'()&F$ (504(.$ /0$ 52=92$ 927;09&/2$ 525=6(.>0730F$ 'G$ .0(6&E2=$ 3.(:(6;24$ 5(.($ -.(7/04$ 0>5.04(4$ 0$ >(.9(4F$ 073.0$ 06(4N$ ,:.&6F$ Ăƌŵŝŵ͕ Ğůů͕ DŝĐƌŽƐŽŌ͕ EĂƚƵƌĂ͕ EŝŬĞ͕ ZĞĚ Ƶůů͕ ^ĂŐĂƟďĂ͕ ǀŽŶ͕ ĂƌƟĞƌ͕ ,ĂǀĂŝĂŶĂƐ͕ EŽŬŝĂ͕ ^ŬŽů͕ d/D͕ tĞůůĂ͕ dƵƌŶĞƌ͕ ĚĞŶƚƌĞ ĚŝǀĞƌƐĂƐ ŽƵƚƌĂƐ͕ (6J>$/0$(-C79&(4$/0$5=:6&9&/(/0$0$5.2/=32.(4$ /0$@?/02$0$0@07324A$ ,ŽũĞ͕ Ž ŐƌĂŶĚĞ ŽďũĞƟǀŽ ĚŽ ĐŽůĞƟǀŽ Ġ ƐĞ 32.7(.$ >(&4$ .0927;09&/2$ 50.(730$ ($ 96(440$ ĂƌơƐƟĐĂ͕ ŶĆŽ ĚĞŝǆĂŶĚŽ ĚĞ ůĂĚŽ ƐĞƵƐ ƉƌŽũĞƚŽƐ (=32.(&4$ &7/0507/07304F$ (6J>$ /0$ 92740-=&.$ ƐĞ ĞƐƚĂďĞůĞĐĞƌ ĐŽŵŽ ƵŵĂ ĞŵƉƌĞƐĂ ůƵĐƌĂƟǀĂ <=0$ 5.252.9&270$ 426=1D04$ /&80.079&(/(4$ 5(.($ 40=4$ 96&07304F$ :(40(/(4$ 0>$ 40=$ .050.3I.&2$ 0$ .080.C79&(4A$

+ 1.4 MISSÃO, VISÃO E VALORES K ŝũĂZŝ ƐĞ ƌĞǀĞůĂ ĐŽŵ Ƶŵ ƟƉŽ ĚĞ ŵŝƐƐĆŽ͕ ǀĂůŽƌĞƐ Ğ ǀŝƐĆŽ ŝŶĚĞĮŶŝĚŽƐ͕ ƉŽƌĠŵ ŵĂŝƐ ƉƌſǆŝŵŽƐ ĚŽ ƋƵĞ Ġ ĂƉƌĞƐĞŶƚĂĚŽ Ă ƐĞŐƵŝƌ͘ ƐƐĂ ŝŶĚĞĮŶŝĕĆŽ Ěŝǌ ƌĞƐƉĞŝƚŽ ĂŽ ĨĂƚŽ ĚĞ ƋƵĞ Ž ŐƌƵƉŽ ĚĞ ƐſĐŝŽƐ ĂŝŶĚĂ ŶĆŽ ĞƐƟƉƵůŽƵ ĨŽƌŵĂůŵĞŶƚĞ ĞƐƚĞƐ ĐŽŶĐĞŝƚŽ <=0$52/0>$40.$8(9&6>0730$>=3G@0&4$0$&79274&4307304F$2$<=0$ 5.0'=/&9($2$524&9&27(>0732$/($0>5.04($0>$.06(1H2$(2$40=$ >0.9(/2$9274=>&/2.A$ ,$40-=&.F$40.G$(5.04073(/($=>($4?73040$/2$<=0$82&$92603(/2$ ŶĂƐ ĞŶƚƌĞǀŝƐƚĂƐ ĐŽŵ ŽƐ ƐſĐŝŽƐ ĚŽ ĐŽůĞƟǀŽ Ğ Ž ĚĞƐĐƌŝƟǀŽ ƉƌĞƐĞŶƚĞ ŶŽ ƐŝƚĞ ŝŶƐƟƚƵĐŝŽŶĂů͘

1.4.1 Missão ͞^Ğƌ Ƶŵ ĐĞŶƚƌŽ ĚĞ ĐƌŝĂĕĆŽ ĚĞ ĂƌƚĞƐ ǀŝƐƵĂŝƐ͕ ĚĞƐŝŐŶ Ğ ǀşĚĞŽ͕ (3=(7/2$3(732$5(.($5.2'0324$(=32.(&4$&7/0507/07304F$<=(732$ ƉĂƌĂ Ž ŵĞƌĐĂĚŽ ĐŽƌƉŽƌĂƟǀŽ͘͟ R=(732$($&432F$2$%&'()&$9=>5.0$92>$($5.25243(A$#43($/096(.(1H2$ J$($]7&9($0B&430730$0>$(6-=>$:.(12$/0$92>=7&9(1H2$6&-(/2$ ĂŽ ĐŽůĞƟǀŽ Ğ ĂƉĂƌĞĐĞ ŶŽ ƐĞƵ ĚĞƐĐƌŝƟǀŽ ĚĞŶƚƌŽ ĚŽ ƐŝƚĞ͘

1.4.2 Visão ͞KďƚĞƌ Ž ƌĞĐŽŶŚĞĐŝŵĞŶƚŽ ƉĞůĂ ĞǆĐĞůġŶĐŝĂ Ğ ŝŶŽǀĂĕĆŽ ŶĂ ƉƌŽĚƵĕĆŽ ĚĞ ŵĂƚĞƌŝĂů ĂƌơƐƟĐŽ͕ ƚĞŶĚŽ ƐĞŵƉƌĞ Ă ĂƌƚĞ Ğ ƐƵĂ ƉĞƐƋƵŝƐĂ Ğ ĞǆƉůŽƌĂĕĆŽ ĐŽŵŽ ďĂƐĞ͕ ĂůĠŵ ĚŽ ƋƵĞƐƟŽŶĂŵĞŶƚŽ /(4$ 9279051D04$ 927@079&27(&4F$ /0$ >2/2$ ($ &72@(.$

92743(730>0730$ 724$ 3.(:(6;24$ .0(6&E(/24$ 0$ 3.(E0.$ ŝƐƚŽ ĐŽŵŽ ĚŝĨĞƌĞŶĐŝĂů͘͟ T$ %&'()&$ 92740-=0$ (3.(&.$ 0>5.04(4$ <=0$ (9.0/&3(>$ ŶĂ ĂƌƚĞ ĚŽ ĐŽůĞƟǀŽ ĐŽŵŽ ƵŵĂ ĨŽƌŵĂ ĞĮĐĂǌ ĚĞ 92>=7&9(1H2A$#44($92743(730$:=49($52.$.080.C79&(4F$ Ğ ŵĂŶĞŝƌĂƐ ĚĞ ƐĞ ƚƌĂĚƵǌŝƌ Ă ǀŝƐĆŽ ĂƌơƐƟĐĂ ĚŽƐ ƐſĐŝŽƐ͕ 32.7(Z40$=>$&>52.3(730$/&80.079&(6$72$>0.9(/2A$

1.4.3 Valores ,=32Z.0(6&E(1H2b$ ŽŶƐĐŝġŶĐŝĂ ƐŽĐŝĂů͕ ĂŵďŝĞŶƚĂů Ğ ĠƟĐĂ͖ #7(6309&>0732$/($(.30b YƵĞƐƟŽŶĂŵĞŶƚŽ ĚĞ ĐŽŶƚĞǆƚŽƐ Ğ ĐŽŶĐĞŝƚŽƐ ƉƌĠͲ 0B&4307304b ".(7/0$0B&-C79&($7($<=(6&/(/0$/0$<=(6<=0.$3.(:(6;2$ /0407@26@&/2A

+ 1.5 Faturamento ĞƐĚĞ Ž ƉƌŝŵĞŝƌŽ ĐŽŶƚĂƚŽ ĐŽŵ Ž ŝũĂZŝ͕ ŝĚĞŶƟĮĐŽƵͲ 40$ =>($ 5.029=5(1H2$ >=&32$ -.(7/0$ 92>$ 2$ 6(/2$ ĂƌơƐƟĐŽ ĚŽ ĐŽůĞƟǀŽ͕ ŵĂƐ ƚĂŵďĠŵ Ƶŵ ƉĞƌĐĞƉơǀĞů ĞŶǀŽůǀŝŵĞŶƚŽ ƌĞƐƚƌŝƚŽ ĐŽŵ Ă ƉĂƌƚĞ ĂĚŵŝŶŝƐƚƌĂƟǀĂ͘ ,2$ 627-2$ /24$ *W$ (724$ /0$ 0B&43C79&(F$ &442$ (9(..032=$ =>($4J.&0$/0$5.2:60>(4$(2$-.=52F$<=0$<=(40$9;0-2=$ (2$0B3.0>2$/0$/096(.(.$8(6C79&($52.$>G$-043H2A$SG.&24$ 3.(:(6;24$0.(>$2.1(/24$/0$82.>($70-6&-0730F$307/2$ 92>2$92740<jC79&($=>$5.0'=?E2$&70450.(/2A$ K&92=$96(.2$5(.($24$4I9&24$<=0$2$%&'()&$4I$42:.0@&@0=$ (2$ 627-2$ /04304$ (724$ /0@&/2$ (2$ ĞǆƉĞƌƟƐĞ$ 0>$ /&@0.424$ 40->07324$ /0$ (3=(1H2$ 0$ 506($ <=(6&/(/0$

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R$ 1.103.882,78 R$ 1.332.884,58 R$ 185.528,40 - R$ 414.530,20

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2010 Receita Bruta (-) Despesas Gerais (-) Impostos Lucro Líquido

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BijaRi realiza uma manifestação artística espontânea com o objetivo de fazer uma crítica social por meio da arte: =>$ $ 0B0>562$ /0$ 5.2'032$ 5(.($ 0430$ ĐĂƐŽ Ġ Ž ͞^ƉůĂĐ ʹ ^ĂůĆŽ ĚĞ WůĂĐĂƐ͕͟ <=0$ 82&$ =>$ 5.2'032$ /0$ &730.@071H2$ =.:(7($ .0(6&E(/2$ 0>$ +``^F$ 92>$ ($ ŝŶƚĞŶĕĆŽ ĚĞ ĐƌŝƟĐĂƌ Ă ĞƐƉĞĐƵůĂĕĆŽ &>2:&6&G.&($ .0(6&E(/($ 92>$ 56(9(4$ 5=:6&9&3G.&(4$ 045(6;(/(4$ 506(4$ ĞƐƋƵŝŶĂƐ ĚĂ ĐŝĚĂĚĞ ĚƵƌĂŶƚĞ ŽƐ ĮŶĂŝƐ /0$40>(7(F$9(=4(7/2$526=&1H2$@&4=(6A$ WĂƌĂ ĞƐƚĂ ĐƌşƟĐĂ͕ ĨŽƌĂŵ ƵƐĂĚĂƐ ĞƐƐĂƐ >04>(4$ 56(9(4$ 5(.($ 82.>(.0>$ (:.&-24$=.:(724$30>52.G.&24$0$(44&>$ /07=79&(.$ ($ 8(63($ /0$ >2.(/&($ 5(.($ ($ 525=6(1H2$0>$4&3=(1H2$/0$>&4J.&(A$T$ ƉƌŽũĞƚŽ͕ ƌĞƐƉŽŶƐĄǀĞů ƉŽƌ ĂŵƉůŝĮĐĂƌ ĂƐ ĚŝƐĐƵƐƐƁĞƐ ƐŽďƌĞ ŐĞŶƚƌŝĮĐĂĕĆŽ^$ F$ 82&$ /0407@26@&/2$0>$5(.90.&($92>$2=3.2$ ĐŽůĞƟǀŽ ĂƌơƐƟĐŽ͕ Ž ŝĂ͘ ĚĂƐ ĂĐŚŽƌƌĂƐ͘

Abrigo fictício feito com placas usadas em publicidade

As placas de publicidade imobiliária sendo usadas para o protesto contra a “gentrificação”

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Momento do espetáculo em que a vídeo- cenografia é percebida como forma de cenário.

BijaRi é contratado para realizar uma vídeocenografia para um espetáculo de dança: ĂůĠŵ ĚĞ ƐĞƌ ƵŵĂ ŵĂŶŝĨĞƐƚĂĕĆŽ ĂƌơƐƟĐĂ͕ ĞƐƐĞ ƉƌŽũĞƚŽ ƚĞŵ͕ ƉŽƌ ĐŽŶƐĞƋƵġŶĐŝĂ͕ ƚƌĂǌĞƌ ůƵĐƌĂƟǀŝĚĂĚĞ ă ĞŵƉƌĞƐĂ͕ ƵŵĂ ǀĞǌ ƋƵĞ ŚĄ Ƶŵ ĐŽŶƚƌĂƚĂŶƚĞ ŝŶǀĞƐƟŶĚŽ ŶŽ ƐĞƌǀŝĕŽ ƉƌĞƐƚĂĚŽ͘ ^Ğ͕ ƉŽƌ ĞǆĞŵƉůŽ͕ Ž ĐŽůĞƟǀŽ ƌĞĂůŝǌĂƌ ƉƌŽũĞĕƁĞƐ ĚĞ ǀşĚĞŽ <=0$ 82.>(>$ 5(.30$ /2$ 907G.&2$ /0$ =>$ 04503G9=62$ /0$ /(71(F$ ($ >(7&8043(1H2$ Ġ ĐĂƌĂĐƚĞƌŝǌĂĚĂ ĐŽŵŽ͗ ŝŶƐĞƉĂƌĄǀĞů͕ ƉĞƌĞĐşǀĞů͕ ǀĂƌŝĄǀĞů Ğ ŝŶƚĂŶŐşǀĞů͘ ƵĂƐ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ ĂĚŝĐŝŽŶĂŝƐ ĚĞ ƐĞƌǀŝĕŽ ĚĞƐƚĞ ǀşĚĞŽͲĐĞŶĄƌŝŽ ƐĆŽ͗ ƋƵĂŶƚŽ ă ƉƌĞƐĞŶĕĂ /2$ ĐůŝĞŶƚĞͬĞƐƉĞĐƚĂĚŽƌ ƉĂƌĂ ƋƵĞ Ă ŵĞŶƐĂŐĞŵ ƐĞũĂ ƚƌĂŶƐŵŝƟĚĂ ĚĂ ĨŽƌŵĂ 5.0307/&/(b$<=(732$(2$ŽďũĞƟǀŽ ƋƵĞ͕ ŶĞƐƚĞ ĐĂƐŽ͕ ĂƉƌĞƐĞŶƚĂ ĮŶƐ ůƵĐƌĂƟǀŽƐ͕ ũĄ <=0$2$40.@&12$82&$426&9&3(/2$42:$927/&1H2$/0$.0>=70.(1H2$0$9273.(32A WĂƌĂ ĞǆĞŵƉůŝĮĐĂƌ͕ Ž ĞƐƉĞƚĄĐƵůŽ ĚĞ ĚĂŶĕĂ ͞ ĞƐĂƟŶŽ ĚŽ EŽƌƚĞ͕͟ ĚĂ ŝĂ ĚĞ ĂŶĕĂ ŝƐŶĞ EĞŐƌŽ͕ ĨŽŝ Ƶŵ ƉƌŽũĞƚŽ ŽŶĚĞ Ž ŝũĂZŝ ƐĞ ƌĞƐƉŽŶƐĂďŝůŝǌŽƵ ƉĞůĂ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ ĐŽŵ Ă ŝŶƚĞŶĕĆŽ ĚĞ ƉƌŽƉŽƌĐŝŽŶĂƌ ƵŵĂ ŝŵĞƌƐĆŽ ƐƵďũĞƟǀĂ ĚĞ &>(-074$/0492743.=?/(4$<=0$8(E&(>$9273.(52732$92>$2$92.52$/24$:(&6(.&724A$ :ƵŶƚŽ Ă ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ͕ Ž ĞƐƉĞƚĄĐƵůŽ ĞƌĂ ŵƵƐŝĐĂĚŽ ƉŽƌ Ƶŵ :͘

Quadros do vídeo promocional “24 horas por dia e 7 dias por semana”.

BijaRi é contratado para criar uma identidade visual para um vídeo promocional utilizando motion graphics: ŶĞƐƚĞ ĐĞŶĄƌŝŽ͕ Ă ƉƌŽĚƵĕĆŽ ƚĞŵ Ƶŵ ĨŽĐŽ ŵĂŝƐ ĞƐƉĞĐşĮĐŽ͕ ƉŽŝƐ ĞƐƚĄ ƌĞƐƚƌŝƚĂ X4$0B&-C79&(4$/0$=>$ďƌŝĞĮŶŐ ƉĂƐƐĂĚŽ ƉĞůŽ ĐŽŶƚƌĂƚĂŶƚĞ͘ ŝĨĞƌĞŶƚĞŵĞŶƚĞ ĚĂ ƐŝƚƵĂĕĆŽ ĂŶƚĞƌŝŽƌ͕ ŽƐ ĂƌƟƐƚĂƐ ĞŶĐŽŶƚƌĂŵ ŵĞŶŽƌ ĂƵƚŽŶŽŵŝĂ Ğ ŇĞǆŝďŝůŝĚĂĚĞ ƉĂƌĂ ĞǆƉůŽƌĂƌ Ă ĐƌŝĂƟǀŝĚĂĚĞ ŶŽ ƐĞƌǀŝĕŽ ƉƌĞƐƚĂĚŽ͘ ƐƚĞ ĨŽŝ Ž ĐĂƐŽ ĚĞ Ƶŵ ǀşĚĞŽ ƉƌŽŵŽĐŝŽŶĂů ĞŶĐŽŵĞŶĚĂĚŽ ƉĞůĂ EŝŬĞ Ğ ƉƌŽĚƵǌŝĚŽ Ğ /&.&-&/2$5062$%&'()&A$#60$82&$80&32$5(.($2$6(71(>0732$/0$=>($92601H2$/0$.2=5(4$0$ ĂĐĞƐƐſƌŝŽƐ ƉĂƌĂ ĨƵƚĞďŽů͕ ĐƵũŽ ƚĞŵĂ ĞƌĂ ͞Ϯϰ ŚŽƌĂƐ ƉŽƌ ĚŝĂ Ğ ϳ ĚŝĂƐ ƉŽƌ ƐĞŵĂŶĂ͕͟ ƋƵĞ ƟŶŚĂ ƉŽƌ ŽďũĞƟǀŽ ƉĂƐƐĂƌ Ă ŵĞŶƐĂŐĞŵ ĚĞ ƋƵĞ͕ ŶŽ ƌĂƐŝů͕ Ğŵ ĐĂĚĂ ƚƵƌŵĂ ĚĞ ƐŬĂƟƐƚĂƐ͕ ƐƵƌĮƐƚĂƐ Ğ ƉƌĂƟĐĂŶƚĞƐ ĚĞ ĞƐƉŽƌƚĞƐ Ğŵ ŐĞƌĂů͕ ƐĞŵƉƌĞ ĞǆŝƐƚĞ Ƶŵ ͞ůŽƵĐŽ ƉŽƌ ĨƵƚĞďŽů͘͟ ƉĂƌƟƌ ĚĞƐƚĞƐ ĚŽŝƐ ƷůƟŵŽƐ ĐĞŶĄƌŝŽƐ ʹ ŽƐ ƋƵĂŝƐ ŐĂƌĂŶƚĞŵ ĂŽ ŝũĂZŝ Ă ĐŽŶĚŝĕĆŽ ĚĞ ƉƌĞƐƚĂĚŽƌ ĚĞ ƐĞƌǀŝĕŽ ʹ ƉŽĚĞͲƐĞ ĂĚĂƉƚĂƌ ĂůŐƵŶƐ ĞǆĞŵƉůŽƐ ĚĞ WŚŝůŝƉ <ŽƚůĞƌ ĂŽ ĐŽŶƚĞǆƚŽ ĚŽ ĐŽůĞƟǀŽ ĞƐƋƵĞŵĂƟǌĂŶĚŽ ƵŵĂ ŵĂƚƌŝǌ ĚĞŵŽŶƐƚƌĂƟǀĂ͕ ƉĂƌĂ ƚŽĚĂƐ ĂƐ ĂƟǀŝĚĂĚĞƐ ĞǆĞŵƉůŝĮĐĂĚĂƐ͗ !"#$%&'()&

Intangibilidade Ͳ K ĐŽŶƚƌĂƚĂŶƚĞ ;ĐůŝĞŶƚĞͿ ĚŽ ƐĞƌǀŝĕŽ Ğ Ž ĞƐƉĞĐƚĂĚŽƌͬ .090532.e$ 7H2$ 52/0>$ @0.$ 2$ .04=63(/2$ /0$ =>($ ŝŶƚĞƌǀĞŶĕĆŽ ƵƌďĂŶĂ ŽƵ ƵŵĂ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ ĂŶƚĞƐ /($0B09=1H2$/2$5.2'032F$0$7H2$52/0>$60@GZ62$9274&-2b Ͳ KƐ ƉƌŽũĞƚŽƐ ĚĞ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ ĚŽ ŝũĂZŝ ǀŝƐĂŵ͕ 5.&>(.&(>0730F$ ($ 0B50.&C79&($ /2$ .090532.$ /($ >074(-0>b Ͳ dŽĚŽƐ ŽƐ ĚĞŵĂŝƐ ƟƉŽƐ ĚĞ ƉƌŽũĞƚŽƐ͕ ŵĞƐŵŽ ƋƵĞ ĐŽŶƐƚƌƵşĚŽƐ ĮƐŝĐĂŵĞŶƚĞ͕ ĚĞƉĞŶĚĞŵ ĚĞ ƚŽĚŽ Ž ĐŽŶƚĞǆƚŽ ƐƵďũĞƟǀŽ ĐŽƌƌĞƐƉŽŶĚĞŶƚĞ ƉĂƌĂ Ă ƐŝŐŶŝĮĐĂĕĆŽ ĐŽƌƌĞƚĂ Ğ͕ ĚĞƐƚĂ ĨŽƌŵĂ͕ ƚŽƌŶĂŵͲƐĞ &73(7-?@0&4$07<=(732$40.@&124$/0$3.(74>&44H2$/0$=>($ /030.>&7(/($>074(-0>A$

Perecibilidade Z$#>$=>$5.2'032$/0$&730.@071H2$=.:(7($2=$@?/02Z ĐĞŶŽŐƌĂĮĂ͕ ĂŽ Įŵ ĚĞ ƵŵĂ ĞǆƉĞƌŝġŶĐŝĂ ĚĞ Ƶŵ ĞƐƉĞĐƚĂĚŽƌ ʹ ƋƵĞ ƉŽĚĞ ƐĞ ĚĂƌ ŶŽ ŵŽŵĞŶƚŽ Ğŵ ƋƵĞ ĞůĞ ĚĞŝǆĂ Ž ůŽĐĂů ʹ Ž ƐĞƌǀŝĕŽ ƚĞƌŵŝŶĂ͕ ƉŽŝƐ ŶĆŽ ŚĄ 92>2$60@(.$92>$060$7(/($(6J>$/0$4=($0B50.&C79&(b Z$#>$=>$5.2'032$/0$2=3.2$-C70.2F$2$40.@&12$9;0-($ ĂŽ ƐĞƵ Įŵ ƋƵĂŶĚŽ Ġ ĐŽŶĐůƵşĚŽ͕ ĐŽŵŽ ƵŵĂ ǀŝŶŚĞƚĂ 2=$ ůĂǇŽƵƚ$ /0$ =>$ 4&30F$ <=0$ (2$ 40.0>$ 5.2/=E&/24F$ (5.2@(/24$5062$96&0730$0$073.0-=04F$7(/($>(&4$40.G$ 80&32$70604A

Inseparabilidade Z$ Y24$ 5.2'0324$ 0B09=3(/24$ 5062$ %&'()&F$ 24$ 9273.(3(7304$ 40$ &730.044(>$ 52.$ 0430$ 5.043(/2.$ /0$ ƐĞƌǀŝĕŽ ĞƐƉĞĐşĮĐŽ͕ Ž ƋƵĂů ƉŽƐƐƵŝ ƵŵĂ ŝĚĞŶƟĚĂĚĞ Ğ ůŝŶŐƵĂŐĞŵ ƷŶŝĐĂƐ ʹ ĨŽƌŵĂĚĂ ƉŽƌ ĞǆƉĞƌŝġŶĐŝĂƐ Ğ ƌĞƉĞƌƚſƌŝŽ ƉƌſƉƌŝŽ ʹ Ğ ĂƉĞŶĂƐ ĞůĞ ƉŽĚĞƌĄ ƌĞĂůŝǌĂƌ Ƶŵ ƉƌŽũĞƚŽ ĐŽŵ ĂƐ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ ĞƐƉĞƌĂĚĂƐ͖ Z$R=(6<=0.$<=0$40'($2$5.2'032F$7H2$;G$($5244&:&6&/(/0$ /0$ 405(.GZ62$ /2$ 92730B32$ 27/0$ 292..0$ 0$ 40=$ ĂŵďŝĞŶƚĞ İƐŝĐŽ ŽƵ ǀŝƌƚƵĂů ŽŶĚĞ ĨĂǌ ƐƵĂ ĞǆŝƐƚġŶĐŝĂ͘

ŝŶĚĂ ƵƟůŝǌĂŶĚŽ ŽƐ ĚŽŝƐ ƷůƟŵŽƐ ĐĞŶĄƌŝŽƐ͕ 72$<=0$/&E$.0450&32$X4$L(30-2.&(4$/2$P&B$/0$ ^ĞƌǀŝĕŽƐ͕ Ğŵ ĚŵŝŶŝƐƚƌĂĕĆŽ ĚĞ DĂƌŬĞƟŶŐ /0$ !;&6&5$ l2360.F$ 0604$ 40$ 07<=(/.(>$ 0>$ 7%$283+' 9$8":89),' )77+:8)#+' )' 6%"7' +-' 7%$283+7' 7%:-"#;$8+7͘ /ƐƚŽ ƐŝŐŶŝĮĐĂ ƋƵĞ ͞Ă 280.3($ 9274&430$ 0>$ =>$ 40.@&12$ 5.&79&5(6$ ĐŽŵ ƐĞƌǀŝĕŽƐ ĂĚŝĐŝŽŶĂŝƐ ŽƵ ďĞŶƐ ĚĞ ĂƉŽŝŽ͕͟ 52/07/2$ =>$ 5.2'032$ /0507/0.$ /0$ =>($ 2=$ >(&4$ 3J97&9(4F$ 52.$ 0B0>562F$ /0$ :074$ >(30.&(&4$5(.($($4=($0B09=1H2$92>5603(A

+ 2.1 PRODUTO Variabilidade Z$ !2.$ 40$ 3.(3(.$ 40$ =>$ 40.@&12$ 0F$ >(&4$ (&7/(F$ =>$ 40.@&12$ <=0$ 07@26@0$ ($ 073.0-($ /0$ 3.(:(6;24$ <=0$ ĚĞŵĂŶĚĂŵ Ă ĐƌŝĂĕĆŽ ĂƌơƐƟĐĂ͕ ŽƐ ƉƌŽũĞƚŽƐ ƉŽĚĞŵ ǀĂƌŝĂƌ͕ ŽƵ ƐĞũĂ͕ ƐĞ Ƶŵ ƉƌŽũĞƚŽ ĚĞ Ƶŵ ĐůŝĞŶƚĞ ĮǌĞƌ 92>$ <=0$ 2=3.2$ 96&0730$ <=0&.($ ($ >04>($ 9.&(1H2F$ 2$ ƌĞƐƵůƚĂĚŽ͕ ŵƵŝƚŽ ƉƌŽǀĂǀĞůŵĞŶƚĞ͕ ŶĆŽ ƐĞƌĄ ŝĚġŶƟĐŽ͘

L2>2$ 5.&79&5(6$ /&.03.&EF$ 2$ %&'()&$ 9274&/0.($ ($ 5.25243($ /0$ =7&.$ (4$ (.304$ @&4=(&4$ 0$ ŵƵůƟŵşĚŝĂ͕ ƌĞĐŽŶŚĞĐŝĚĂƐ ƉĞůŽƐ ƐĞƵƐ 3.(:(6;24$ 0>$ s:ĂǇŝŶŐF$ &730.@071D04$ =.:(7(4F$!"#$%& ŐƌĄĮĐŽ Ğ (")!"#$%&F$@?/02Z (.30$ MŵŽƟŽŶ ŐƌĂƉŚŝĐƐͿ͕ ĐĞŶŽŐƌĂĮĂͬǀşĚĞŽͲ ĐĞŶŽŐƌĂĮĂ Ğ ŵĂƉƉŝŶŐ͘ ĞǀŝĚŽ ă ĚĞŵĂŶĚĂ /0$ 5.2'0324$ 426&9&3(/24$ 50624$ 5.&79&5(&4$ ĐůŝĞŶƚĞƐ ĂƚĞŶĚŝĚŽƐ ƉĞůŽ ŝũĂZŝ͕ ĂƐ ĂƟǀŝĚĂĚĞ ĚĞ ĂƵĚŝŽǀŝƐƵĂů ĐŽŵŽ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ Ğ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$32.7(.(>Z40$8292$/0$>(&2.$ /043(<=0$5(.($($0>5.04(A$

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2.1.2 Intervenções Urbanas

2.1.1 VJaying *+$ 2=$ ǀŝĚĞŽͲũŽĐŬĞǇ Ġ Ž ĂƌƟƐƚĂ ƌĞƐƉŽŶƐĄǀĞů ƉĞůĂ ŵĂŶŝƉƵůĂĕĆŽͬŵŝǆĂŐĞŵ Ğŵ ƚĞŵƉŽ ƌĞĂů ĚĞ ŝŵĂŐĞŶƐ ;>ŝǀĞ /ŵĂŐĞƐͿ͕ ƉƌŽĚƵǌŝŶĚŽ ǀşĚĞŽƐ Ğŵ ĞǀĞŶƚŽƐ ŽƵ ƉƌŽŐƌĂŵĂƐ ĚĞ ds ĂŽ ǀŝǀŽ͘ K ŽďũĞƟǀŽ ƉƌŝŶĐŝƉĂů ĚĞƐƚĞƐ ƉƌŽũĞƚŽƐ Ġ Ă ŝůƵƐƚƌĂĕĆŽ ŽƵ ĂŵďŝĞŶƚĂĕĆŽ ĚĞ ŵƷƐŝĐĂƐ͕ ƚƌĂŶƐŵŝƟŶĚŽ 4074(1D04$/&@0.4(4$(2$5]:6&92F$(3.(@J4$/0$060>07324$/0$ ǀşĚĞŽ ƌĞĂŝƐ ŽƵ ŵŽĚŝĮĐĂĚŽƐ͕ ǀşĚĞŽͲĂƌƚĞ͕ ds͕ ǀŝĚĞŽŐĂŵĞF$ ĐŝŶĞŵĂ Ğ ĚĞŵĂŝƐ ŝŶŇƵġŶĐŝĂƐ ĚŽ ŵĞŝŽ ĂƵĚŝŽǀŝƐƵĂů͘ ĞƐĚĞ Ž ƐƵƌŐŝŵĞŶƚŽ ĚŽ ŝũĂZŝ͕ Ž ĐŽůĞƟǀŽ ǀĞŵ 92743.=&7/2$ =>($ .05=3(1H2$ 4I6&/($ 72$ 40->0732$ /0$ *+#͕ ƚĞŶĚŽ ƐŝĚŽ ŵƵŝƚŽ ĂƚƵĂŶƚĞ ĐŽŵ ƉĂƌƟĐŝƉĂĕƁĞƐ Ğŵ 0@07324$/0$-.(7/0$.060@c79&($7(9&27(6$0$&730.7(9&27(6A$ T$ 5.&>0&.2$ 5.2'032$ .0(6&E(/2$ 506($ 0>5.04($ 82&$ =>$ @?/02Z907G.&2$ 5(.($ 2$ [&@0$ !A,Af$ /2$ 5.2'032$ PW\_$ $ 7($ ƉƌŝŵĞŝƌĂ ĞĚŝĕĆŽ ĚŽ ^ŬŽů ĞĂƚƐ Ğ͕ ĚĞƐĚĞ ĞŶƚĆŽ͕ ƚŽƌŶŽƵͲ 40$ .080.C79&($ 0>$ ůŝǀĞ ŝŵĂŐĞƐF$ 307/2$ 4&/2$ 9274&/0.(/2$ Ƶŵ ĚŽƐ ͞dŽƉ ϱ sŝƐƵĂů ƌƟƐƚƐ͟ ƉĞůĂ ƌĞǀŝƐƚĂ ŝŶŐůĞƐĂ dŝŵĞ T=3$0>$+``eA$ DŽŵĞŶƚĂŶĞĂŵĞŶƚĞ͕ Ž ĐŽůĞƟǀŽ ƐĞ ĂĨĂƐƚŽƵ Ƶŵ ƉŽƵĐŽ ĚĞƐƚĂ ĂƟǀŝĚĂĚĞ͕ ƉŽŝƐ ĂĐƌĞĚŝƚĂ ƋƵĞ ĞůĂ ŶĆŽ Ġ ŵƵŝƚŽ .073G@06$ 'G$ <=0$ 2$ 9(9;C$ 5(-2$ 72.>(6>0730$ J$ :(&B2$ ;ĐĞƌĐĂ ĚĞ ZΨ ϲϬϬ͕ϬϬ ƉŽƌ ŶŽŝƚĞ ĚĞ ĂƉƌĞƐĞŶƚĂĕĆŽͿ Ğ Ž 30>52$ /0>(7/(/2$ 5(.($ ($ 5.05(.(1H2$ /0$ >(30.&(6$ 0$ 50.82.>(790$J$-.(7/0$0$7H2$92>5074(A$!2.$9273($/&432F$ <=(7/2$ (3=(>$ 92>2$ *+#F$ -0.(6>0730$ J$ 0>$ 5.2'0324$ ƋƵĞ ĞŶǀŽůǀĞŵ ŽƵƚƌĂƐ ĂƟǀŝĚĂĚĞƐ ƐŽŵĂĚĂ Ă ĞƐƚĂ͕ Ž ƋƵĞ (9(..03($0>$@(62.04$>(&4$(6324$0$>(&2.$.073(:&6&/(/0A

VJaying feito durante apresentação da cantora Rita Lee

Projetos de cenografia + VJaying, realizados para HP e Microsoft

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Instalações:

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T$ 5.2'032F$5(.30$ /0$ /&@0.4(4$ &730.@071D04$ <=0$ (9273090.(>$ 72$ !(.<=0$ /2$ d:&.(5=0.($ 92>$ 2$ 9)1$+:?"8+' #)' C#81+$)' !6$8,͕ ƚĞǀĞ ĐŽŵŽ ĨŽĐŽ ƋƵĞƐƟŽŶĂƌ ($ (=4C79&($ /0$ (/04H2$ (24$ 92790&324$ /0$ 4=43073(:&6&/(/0$ 52.$ 5(.30$ /24$ ;(:&3(7304$ 0$ -2@0.724$ /(4$ -.(7/04$ >03.I52604A$ #60$ 5.25D0$ =>($ .06(1H2$ ĞŶƚƌĞ ŽƐ ĐŝĚĂĚĆŽƐ Ğ ƐƵĂ ĐŝĚĂĚĞ ƐŽď ƵŵĂ ſƟĐĂ ĚŝĨĞƌĞŶƚĞ͕ ƌĞƐƐĂůƚĂŶĚŽ ƋƵĂƚƌŽ ƚĞŵĂƐ ĞƐƉĞĐşĮĐŽƐ͗ ŝĚĂĚĂŶŝĂ͕ ŽĞǆŝƐƚġŶĐŝĂ͕ DŽďŝůŝĚĂĚĞ Ğ ŽŶƐƵŵŽ͘ #43($(1H2$J$=>$0B0>562$96(.2$/0$.0(5.2@0&3(>0732$52430.&2.$/0$.080.C79&(4A$ ŵ ƐĞƚĞŵďƌŽ ĚĞ ϮϬϭϬ͕ Ž ĐŽůĞƟǀŽ ĨŽŝ ĐŽŶǀŝĚĂĚŽ ƉĂƌĂ ƉĂƌƟĐŝƉĂƌ ĚĞ ƵŵĂ ǀŝƌĂĚĂ 9=63=.(6$7($9(5&3(6$045(7;26(F$P(/.&F$9;(>(/($/0$[($Y29;0$0>$%6(792A$#430$ 0@0732$292..0=$7($!6(E($/0$T.&0730F$0>$8.0730$(2$!(6G9&2$)0(6$/0$P(/.&F$0$ ƌĞƵŶŝƵ ĚŝǀĞƌƐŽƐ ĂƌƟƐƚĂƐ ĚĞ ƚŽĚŽ Ž ŵƵŶĚŽ͘ K ŝũĂZŝ ƌĞĐƌŝŽƵ ƐƵĂ ŽďƌĂ ĨĞŝƚĂ ĐŽŵ ĨĂƌĚŽƐ ĚĞ ůŝǆŽ Ğ Ă ŝŶƚĞŶĕĆŽ ĚĞ ƐƵďǀĞƌƚĞƌ Ž ĐŽŶĐĞŝƚŽ ĚĞ ͞ĐŽŶƐƵŵŽ͕͟ ƋƵĞ ĨŽŝ Ă ƉĂůĂǀƌĂ ƐƵďƐƟƚƵƚĂ ĚĞ ͞ůƵǆŽ͟ ŶŽ ƉƌŽũĞƚŽ ĚŽ WůĂŶĞƚĂ ^ƵƐƚĞŶƚĄǀĞů͘

Trecho da vídeo-reportagem do jornal espanhol El País sobre a ação do BijaRi no evento La Noche em Blanco. Luxo Lixo no Planeta Sustentável – Editora Abril !->-71+'<-?7'@$+&"%'#%'A)B9+7 Ġ Ƶŵ ƉŽĞƚĂ͕ ƚƌĂĚƵƚŽƌ Ğ ĞŶƐĂşƐƚĂ ďƌĂƐŝůĞŝƌŽ͘ ƐƚƌĞŽƵ Ğŵ ϭϵϱϭ ĐŽŵ Ž ůŝǀƌŽ ͞ZĞŝ DĞŶŽƐ Ž ZĞŝŶŽ͕͟ ƋƵĂŶĚŽ ĂŝŶĚĂ ĞƌĂ ĞƐƚƵĚĂŶƚĞ ĚĂ &ĂĐƵůĚĂĚĞ ĚĞ ŝƌĞŝƚŽ ĚĂ hŶŝǀĞƌƐŝĚĂĚĞ ĚĞ ^ĆŽ WĂƵůŽ͘ Ƶŵ ĚŽƐ ĐƌŝĂĚŽƌĞƐ ĚĂ WŽĞƐŝĂ ŽŶĐƌĞƚĂ͕ ũƵŶƚŽ ĐŽŵ ƐĞƵ ŝƌŵĆŽ͕ ,ĂƌŽůĚŽ ĚĞ ĂŵƉŽƐ͕ Ğ ĠĐŝŽ WŝŐŶĂƚĂƌŝ͘ ;ĨŽŶƚĞ͗ tŝŬŝƉĠĚŝĂͿ g

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Poesia Concreta #>$'=6;2$/0$+``gF$82.(>$&743(6(/24$603.0&.24$6=>&72424$/0$V$>03.24$/0$(63=.($ ĐŽŵ ĂƐ ƉĂůĂǀƌĂƐ ͞ĚĞƐĐĂŶƐĞ͕͟ ͞ƌĞůĂǆĞ͟ Ğ ͞ĐĂůŵĂ͟ Ğŵ ƉŽŶƚŽƐ ĞƐƚƌĂƚĠŐŝĐŽƐ ĚĂ 9(5&3(6$5(=6&43(F$92>2$($!.(1($/($QJF$7(4$5.2B&>&/(/04$/($043(1H2$Q=>(.J$/2$ DĞƚƌƀ Ğ ŶŽ DƵƐĞƵ ƌĂƐŝůĞŝƌŽ ĚĞ ƐĐƵůƚƵƌĂ ;Dh Ϳ͕ ŶĂ ǌŽŶĂ ŽĞƐƚĞ͘ ,$&730.@071H2F$<=0$@&42=$($9273.(524&1H2$073.0$2$9(24$=.:(72$0$($709044&/(/0$ /0$ >2>0732$ >(&4$ 9(6>24$ 0$ 40>$ 043.04404$ X$ 525=6(1H2F$ 82&$ (44&7(/($ 50624$ ĂƌƟƐƚĂƐ ĚŽ ŝũĂZŝ͕ ƚĞŶĚŽ ĞƐƚĞ ƐŝĚŽ ĐŽŶƚƌĂƚĂĚŽ ƉĞůĂ ĂŐġŶĐŝĂ dĂƚĞƌŬĂ ƋƵĞ͕ ƉŽƌ ƐƵĂ ǀĞǌ͕ ĞƌĂ Ă ƌĞƐƉŽŶƐĄǀĞů ƉĞůĂ ĐŽŶƚĂ ĚŽ ĐůŝĞŶƚĞ ĮŶĂů͕ Ă ĞŵƉƌĞƐĂ D)1-$)A

Poesia Concreta: intervenções urbanas patrocinadas pela empresa Natura

2.1.3 Design Gráfico e Webdesign T$%&'()&$(3=($7(4$G.0(4$/0$!"#$%& ŐƌĄĮĐŽ Ğ (")!"#$%&F$9.&(7/2$(6-=>(4$501(4$ ƉĂƌĂ ĐŽŵƵŶŝĐĂĕĆŽ ĚĞ ĞŵƉƌĞƐĂƐ͕ ĐŽŶǀŝƚĞƐ͕ ůŽŐŽƟƉŽƐ Ğ ƚĂŵďĠŵ ƉĂƌĂ ĞǀĞŶƚŽƐ 2=$ 0B524&1D04F$ 307/2$ (6-=74$ 3.(:(6;24$ 4&/2$ 40609&27(/24$ 0$ 5.0>&(/24$ 7(4$ ŝĞŶĂŝƐ '*`$/0$+```F$+``+$0$+``WA$L2>2$5.2'0324$/0$!"#$%& ŐƌĄĮĐŽ͕ Ž ŝũĂZŝ ƚĂŵďĠŵ ĚĞƐĞŶǀŽůǀĞ ĐĂƉĂƐ ĚĞ Ɛ ƉĂƌĂ ĂƌƟƐƚĂƐ ĚŽ ĐĞŶĄƌŝŽ ŵƵƐŝĐĂů͕ ĐŽŶĐĞƉĕƁĞƐ /0$ůĂǇŽƵƚƐ ƉĂƌĂ ĞƐƉĂĕŽƐ İƐŝĐŽƐ ;ĐĂƐŽƐ ĚĞ ƐƚĂŶĚƐ ĚĞ ĞǆƉŽƐŝĕƁĞƐ͕ ƉŽƌ ĞǆĞŵƉůŽͿ͕ >(30.&(&4$&>5.04424$0>$-0.(6$0$2=3.(4$/0.&@(1D04$<=0$07@26@(>$(4$3J97&9(4$0$ 927;09&>0732$/2$,"#$%&A dĂŵďĠŵ ƐĆŽ ĞůĂďŽƌĂĚŽƐ (")#$-"# ĚĞ ŝŶƐƟƚƵŝĕƁĞƐ͕ ƉƌŽĮƐƐŝŽŶĂŝƐ ŽƵ ĞŵƉƌĞƐĂƐ Ğ Ɛ ŵƵůƟŵşĚŝĂ ƉĂƌĂ ĂƉƌĞƐĞŶƚĂĕĆŽ ĐŽƌƉŽƌĂƟǀĂƐ ĚĞ ƉŽƌƞſůŝŽƐ͕ ƉŽƌ ĞǆĞŵƉůŽ͘ Cartaz e encarte do álbum “Vivo Feliz”, da cantora Elza Soares, criados pelo Estúdio BijaRi. ƐƐŽĐŝĂĕĆŽ ĚŽƐ ĞƐŝŐŶĞƌƐ 'ƌĄĮĐŽƐ ĚŽ ƌĂƐŝů͘

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2.1.4 Audiovisual/ Motion Graphics

Criação de identidade visual e aplicações em cartões de visitas, folders e site da empresa Pigmaleão.

Criação de identidade visual e aplicações em cartões de visitas, folders e site da empresa Divinas.

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!(.($ 24$ 5.2'0324$ /0$ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ ƐĆŽ ƵƟůŝǌĂĚŽƐ ǀşĚĞŽƐ Ğͬ ŽƵ ƚĞĐŶŽůŽŐŝĂ ĚĞ ĂŶŝŵĂĕĆŽ Ğ ŝŵĂŐĞŶƐ ĞƐƚĄƟĐĂƐ͕ ĚĞ ŵŽĚŽ Ă ƐĞƌ ŐĞƌĂĚŽ Ƶŵ ŶŽǀŽ ǀşĚĞŽ ĐŽŵ Ƶŵ ĐŽŶĐĞŝƚŽ ĂƌơƐƟĐŽ ƉƌſƉƌŝŽ͕ (4509324$309726I-&924$.044(63(/24$0$3J97&9(4$/0 ĚĞƐŝŐŶ$(56&9(/(4A$ "0.(6>0730F$ 4H2$ 92>:&7(/24$ 92>$ G=/&2$ 5(.($ =42$ 0>$ 5.2'0324$ ŵƵůƟŵşĚŝĂ Ğ ĞǆŝďŝĚŽƐ ĂƚƌĂǀĠƐ ĚĞ ƚĞĐŶŽůŽŐŝĂ ĚĞ ŵşĚŝĂ ĞůĞƚƌƀŶŝĐĂ͘ hŵ ĚŽƐ ĞǆĞŵƉůŽƐ ĨŽŝ Ă ŝŶƐĞƌĕĆŽ ĚĞ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$7($@&7;03($/0$ (:0.3=.($/2$/29=>073G.&2$/($Y(3=.($5(.($2$QH2$ !(=62$ K(4;&27$ tĞĞŬ ĚĞ ϮϬϬϵ͘ ,6J>$ /24$ 5.2'0324$ /0$ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐF$ 2$ %&'()&$ 3(>:J>$ /0407@26@0$ 3.(:(6;24$ /0$ (=/&2@&4=(6F$ <=0$ 52/0>$ 40.$ @?/024$ ŵƵƐŝĐĂŝƐ͕ ƉƵďůŝĐŝƚĄƌŝŽƐ͕ ŝŶƐƟƚƵĐŝŽŶĂŝƐ ƉĂƌĂ ĞŵƉƌĞƐĂƐ ĚŝǀĞƌƐĂƐ͕ ǀŝĚĞŽĐůŝƉĞƐ Ğ ƉƌŽũĞƚŽƐ ĂƵƚŽƌĂŝƐ ŝŶĚĞƉĞŶĚĞŶƚĞƐ͕ ƵƟůŝǌĂŶĚŽ ĞƐƐĂ 3J97&9(A ŵ ϮϬϬϰ͕ Ž ĐŽůĞƟǀŽ ŐĂŶŚŽƵ Ž ƉƌġŵŝŽ ŶĂ ĐĂƚĞŐŽƌŝĂ ĚĞ ͞DĞůŚŽƌ ŝƌĞĕĆŽ ĚĞ ƌƚĞ͟ ĚŽ sŝĚĞŽ DƵƐŝĐ ƌĂƐŝů ĚĂ Dds ďƌĂƐŝůĞŝƌĂ ƉĞůŽ ǀŝĚĞŽĐůŝƉĞ ͞ZŝŽ ĚĞ :ĂŶĞŝƌŽ͕͟ ĚĂ ĐĂŶƚŽƌĂ ůǌĂ ^ŽĂƌĞƐ ƉĂƌĂ ƐĞƵ ĄůďƵŵ ͞sŝǀŽ &Ğůŝǌ͕͟ Ž ŵĞƐŵŽ ƉĂƌĂ Ž ƋƵĂů Ž ĐŽůĞƟǀŽ ĐƌŝŽƵ Ă ŝĚĞŶƟĚĂĚĞ @&4=(6$ 0$ 079(.30$ 9&3(/24$ 0$ (5.04073(/24$ (730.&2.>0730A$ L2>2$ ƉƌŽũĞƚŽ ĂƵƚŽƌĂů͕ ƉŽĚĞͲƐĞ ĚĞƐƚĂĐĂƌ Ž ǀşĚĞŽͲĚĂŶĕĂ ͞sĄƌǌĞĂ͕͟ ĚŝƌŝŐŝĚŽ ƉĞůŽ ĐŽƌĞſŐƌĂĨŽ ZŝĐĂƌĚŽ /ĂǌǌĞƩĂ Ğŵ ϮϬϬϲ͕ ƋƵĞ ƌĞŇĞƚĞ ƐŽďƌĞ Ă ŽĐƵƉĂĕĆŽ ĚŽ ĞƐƉĂĕŽ ƉƷďůŝĐŽ Ă ƉĂƌƟƌ ĚĂ ĮƐŝĐĂůŝĚĂĚĞ Ğ ĚĂ ǀŝĚĂ ĐŽƟĚŝĂŶĂ͘

2.1.5 Cenografia/ Vídeo-cenografia

Vinheta produzida para a Natura no evento São Paulo Fashion Week de 2009

Trecho do videoclipe “Rio de Janeiro” da cantora Elza Soares

Vinheta criada para o programa “TNT + Filme” para o canal de TV a cabo TNT da empresa Turner, do grupo Time Warner.

ĞŶŽŐƌĂĮĂ ƉŽĚĞ ƐĞƌ ĚĞƐĐƌŝƚŽ ĐŽŵŽ Ƶŵ ƉůĂŶĞũĂŵĞŶƚŽ ǀŝƐƵĂůͲĂƌơƐƟĐŽ ĚĞ Ƶŵ ĞƐƉĂĕŽ͕ ƵƟůŝǌĂŶĚŽ ŵĂƚĞƌŝĂŝƐ ĚŝǀĞƌƐŽƐ͘ ^ĆŽ ƉƌŽũĞƚŽƐ ĂƌƋƵŝƚĞƚƀŶŝĐŽƐ ĚĞƐĞŶǀŽůǀŝĚŽƐ ĐŽŵ Ž ƉƌŽƉſƐŝƚŽ ĚĞ ĂŵďŝĞŶƚĂƌ ƵŵĂ ĂƉƌĞƐĞŶƚĂĕĆŽ ĂƌơƐƟĐĂ ;ĚĞ ƚĞĂƚƌŽ͕ ĚĂŶĕĂ͕ ĐĂŶƚŽƌĞƐ͕ ĞƚĐ͘Ϳ Ğ ƋƵĞ ŐĞƌĂůŵĞŶƚĞ ĞŶǀŽůǀĞŵ ŽƐ ĞƐĨŽƌĕŽƐ ĚĞ ĚŝǀĞƌƐŽƐ ƉƌŽĮƐƐŝŽŶĂŝƐ ĚĞ ĄƌĞĂƐ ĚŝĨĞƌĞŶƚĞƐ ƉĂƌĂ (/0<=(.$=>($6&7-=(-0>$@&4=(6$($080&324$.0(&4$0$ ǀŝƌƚƵĂŝƐ ƉĞƌƟŶĞŶƚĞƐ ă ĂƉƌĞƐĞŶƚĂĕĆŽ͘ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ͕ ŶĂ ŵĂŝŽƌŝĂ ĚŽƐ ĐĂƐŽƐ͕ ƉŽĚĞ ƐĞƌ Ƶŵ ĐŽŵƉůĞŵĞŶƚŽ ă ĐĞŶŽŐƌĂĮĂ͕ ďĂƐĞĂŶĚŽͲ ƐĞ ĂƉĞŶĂƐ Ğŵ ǀşĚĞŽƐ ŵĂŶŝƉƵůĂĚŽƐ ;ŽƵ ŶĆŽͿ /&-&3(6>0730$ /0$ >2/2$ ($ 92>560>073(.$ Ă ĂŵďŝĞŶƚĂĕĆŽ ĚĂ ƋƵĂů Ă ĐĞŶŽŐƌĂĮĂ Ġ .045274G@06A$ #>$ (6-=74$ 9(424F$ ($ @?/02Z ĐĞŶŽŐƌĂĮĂ ĐŚĞŐĂ Ă ƐƵďƐƟƚƵŝƌ Ă ŵĂŝŽƌŝĂ ĚŽƐ ĞůĞŵĞŶƚŽƐ ĐĞŶŽŐƌĄĮĐŽƐ İƐŝĐŽƐ͕ ĚĂŶĚŽ 6=-(.$ 5(.($ 2$ >(50(>0732$ /($ 043.=3=.($ 92>$ 5.2'01D04$ /0$ @?/024$ 5.09&4(4$ 0$ 629(6&E(/(4F$ Vídeo-cenário com VJaying durante 92>2$40$82440>$56(724$/0$8=7/2$/&7c>&924A apresentação da Cia. Teatral Cisne Negro K ĐŽůĞƟǀŽ ŝŶǀĞƐƚĞ Ğŵ ŶŽǀĂƐ ƚĞĐŶŽůŽŐŝĂƐ Ğ 5.2'0324$ &72@(/2.04$ <=0$ /0>(7/(>$ >(&2.$ ĞǆƉĞƌƟƐĞ͕ ƐĞŶĚŽ Ă ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ Ğ Ž ŵĂƉƉŝŶŐ$ M3J97&9($ (5.04073(/($ (/&(730$ 92>$ ŵĂŝŽƌĞƐ ĚĞƚĂůŚĞƐͿ ĚŽŝƐ ĚŽƐ ƐĞƌǀŝĕŽƐ ŵĂŝƐ 5.29=.(/24$52.$96&07304$523079&(&4$(3=(6>0730A$ ŝǀĞƌƐŽƐ ƉƌŽũĞƚŽƐ ĚĞƐƐĞ ƟƉŽ ũĄ ĨŽƌĂŵ ƌĞĂůŝǌĂĚŽƐ ƉĞůŽ ĐŽůĞƟǀŽ͕ ĐŽŵŽ Ž ǀşĚĞŽͲĐĞŶĄƌŝŽ ĨĞŝƚŽ ƉĂƌĂ Ž ĚĞƐĮůĞ ƉƌŽŵŽǀŝĚŽ ƉĞůĂ ŵĂƌĐĂ ,ĂǀĂŝĂŶĂƐ ;ŵŽƐƚƌĂĚŽ Ğŵ ĮŐƵƌĂ ĂďĂŝǆŽͿ͕ ƉĂƌĂ ĞƐƉĞƚĄĐƵůŽƐ /0$/(71($/2$-.=52$30(3.(6$L&470$Y0-.2F$/073.0$ Vídeo-cenário para desfile: Havaianas/Pazetto /&@0.424$2=3.24$0@07324A$ !"#$%&'()&

K ǀşĚĞŽͲĐĞŶĄƌŝŽ ĨĞŝƚŽ ƉĂƌĂ Ž ƐŚŽǁ ĚĂ ĐĂŶƚŽƌĂ d@030$ Q(7-(62F$ .0(6&E(/2$ 72$ P(/&427$ Q<=(.0$ 'ĂƌĚĞŶ͕ Ğŵ EŽǀĂ zŽƌŬ͕ ƉĂƌĂ Ă ŐƌĂǀĂĕĆŽ ĚŽ s ĚĞ 4=($3=.7C$&730.7(9&27(6F$>0.090$>(&2.$/043(<=0F$ ƉŽŝƐ͕ ĞŵďŽƌĂ ƚĞŶŚĂ ƐŝĚŽ Ž ƷůƟŵŽ ƌĞĂůŝǌĂĚŽ͕ ĂŐƌĞŐĂ ŐƌĂŶĚĞ ǀĂůŽƌ ĂŽ ƉŽƌƞſůŝŽ ĚŽ ŝũĂZŝ͘ ƐƚĞ 0@0732$ 30@0$ *^$ >&6$ 045093(/2.04$ 5.04079&(&4$ 0$ ƵŵĂ ĞŶŽƌŵĞ ƌĞƉĞƌĐƵƐƐĆŽ ŵŝĚŝĄƟĐĂ͘ K ƉƌŽũĞƚŽ ĚŽ @?/02Z907G.&2$07@26@0=F$5.&79&5(6>0730F$24$4I9&24$ )2/.&-2$,.(]'2$0$#/=(./2$K0.7(7/04$0$>(&4$9&792$ ƉƌŽĮƐƐŝŽŶĂŝƐ ƚĞŵƉŽƌĂƌŝĂŵĞŶƚĞ ĐŽŶƚƌĂƚĂĚŽƐ͘ ĞƋƵŝƉĞ ĮĐŽƵ ƌĞƐƉŽŶƐĄǀĞů ƉĞůĂ ĐƌŝĂĕĆŽ ǀŝƐƵĂů 0$ /&.01H2$ /0$ (.30$ /0$ 32/24$ 24$ 060>07324$ <=0$ 82.(>$ 5.2'03(/24$ 72$ -.(7/0$ 306H2$ <=0$ 40.@&=$ /0$ 56(72$ /0$ 8=7/2$ 5(.($ 2$ 5(692A$ T$ 5.290442$ 0B&-&=$ 9(53(1H2$ /0$ &>(-074$ /0$ 5(&4(-074$ 0$ /($ 5.I5.&($9(732.(F$>(4F$($>(&2.$5(.30$/2$30>52$82&$ ĚĞĚŝĐĂĚĂ ă ƉĞƐƋƵŝƐĂ ĚĞ ƌĞĨĞƌġŶĐŝĂƐ ŝŵĂŐĠƟĐĂƐ Ğ 9.&(1H2$/0 ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$5(.($92>560>073(.$($ 92>524&1H2$/24$@?/024A ,6J>$ /($ &>52.3c79&($ /0430$ 3.(:(6;2F$ 72$ <=0$ 40$ ƌĞĨĞƌĞ Ă ƉŽƌƞſůŝŽ͕ ĞůĞ ƚĂŵďĠŵ ƌĞƚƌĂƚĂ Ž ƉŽƚĞŶĐŝĂů /0$ŶĞƚǁŽƌŬŝŶŐ$<=0$40$9.&($0>$5.2'0324$(44&>A$#>$ /052&>0732F$ )2/.&-2$ 0$ #/=(./2$ 92>073(.(>$ <=0$ 24$ /&.032.04$ /0$ 5.2/=1H2$ 07@26@&/24$ 70440$ ƐŚŽǁ ʹ ŽƐ ŵĞƐŵŽƐ ƋƵĞ ĨĂǌĞŵ Ă ĚŝƌĞĕĆŽ ĚĞ ŽƵƚƌŽƐ ĞƐƉĞƚĄĐƵůŽƐ ĚĞ ĂƌƟƐƚĂƐ ĐŽŵŽ DĂĚŽŶŶĂ͕ ^ŚĂŬŝƌĂ͕ >ĂĚǇ 'ĂŐĂ͕ ĞƚĐ͘ ʹ ŵĞŶĐŝŽŶĂƌĂŵ ŶƵŶĐĂ ƚĞƌ ǀŝƐƚŽ ƵŵĂ ƋƵĂůŝĚĂĚĞ ĚĞ ĚŝƌĞĕĆŽ ĚĞ ĂƌƚĞ ŝŐƵĂů͘ ŝƐƐĞƌĂŵ ƚĂŵďĠŵ ƋƵĞ ŐŽƐƚĂƌĂŵ ĚŽ ƚƌĂďĂůŚŽ ĚŽ ĐŽůĞƟǀŽ 0$ 56(70'(>$ 9273.(3(.$ 2$ %&'()&$ 5(.($ (4$ 3=.7C4$ /0$ ĂůŐƵŶƐ ĂƌƟƐƚĂƐ͕ ĚĞ ƌĞŶŽŵĞ ŝŶƚĞƌŶĂĐŝŽŶĂů͕ ƋƵĞ (9273090.H2$0>$+`**A +_

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2.1.6 Mapping

Trechos do show de Ivete Sangalo no Madison Square Garden em NY com vídeo-cenário feito pelo BijaRi.

DĂƉƉŝŶŐ$J$2$72>0$<=0$40$/G$X$3J97&9($/0$>(50(>0732$ /0$8(9;(/(4$(.<=&303h7&9(4$2=$/0$2:'0324$52.$>0&2$ /0$ 5.2'01D04$ /0$ &>(-074$ 9.&(/(4$ 0$ /&>074&27(/(4$ 5(.($ 40.0>$ 079(&B(/(4$ 50.80&3(>0730$ X4$ 82.>(4$ 526&-27(&4$0$(.043(4$/0$=>($/030.>&7(/($043.=3=.(A hŵ ĚŽƐ ŐƌĂŶĚĞƐ ŶŽŵĞƐ ŵƵŶĚŝĂŝƐ ĚĞƐƐĞ ƟƉŽ ĚĞ ƚĠĐŶŝĐĂ Ġ Ž hƌďĂŶ ^ĐƌĞĞŶ͘ dƌĂƚĂͲƐĞ ĚĞ Ƶŵ ĐŽůĞƟǀŽ ĂůĞŵĆŽ ĚĞ ĂƌƟƐƚĂƐ ĞƐƉĞĐŝĂůŝƐƚĂƐ Ğŵ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$ 0$ /&.01H2$ /0$ (.30$ 92>$ (90442$ (24$ 5.2'032.04$ >(&4$ ƐŽĮƐƟĐĂĚŽƐ ĚŽ ŵĞƌĐĂĚŽ Ğ Ă ƚĠĐŶŝĐĂƐ ĂǀĂŶĕĂĚĂƐ ĚĞ ŵĂƉƉŝŶŐA$ "0.(6>0730F$ 24$ 3.(:(6;24$ 0B09=3(/24$ 52.$ 0604$ 40$ (56&9(>$ ($ 0@07324$ 2=$ 92>2$ 82.>(4$ /0$ &730.@071D04$=.:(7(4A T$ %&'()&$ (3=($ 0>$ /&@0.424$ 5.2'0324$ (56&9(7/2$ 043($ 3J97&9($ 0F$ -.(1(4$ ($ &442F$ @0>$ 407/2$ 9(/($ @0E$ >(&4$ ƌĞĐŽŶŚĞĐŝĚŽ ƉĞůĂ ƋƵĂůŝĚĂĚĞ ĚĞƐƐĞ ƟƉŽ ĚĞ ĂƟǀŝĚĂĚĞ͕ =>($ @0E$ <=0F$ 72$ %.(4&6F$ 2$ /2>?7&2$ /043($ (&7/($ J$ >=&32$.043.&32F$(6J>$/0$52=92$927;09&/2A$L2>$&432F$ @(60$ .044(63(.$ <=0$ ŵĂƉƉŝŶŐ$ 7H2$ J$ 2$ >04>2$ <=0$ =>($ 4&>5604$ 5.2'01H2A$ #60$ 07@26@0$ =>$ 3.(:(6;2$ >&7=9&242$/0$/&>074&27(>0732$/($&>(-0>F$('=4304$ /0$607304$0$4&79.27&4>2$ /0$=>$2=$>(&4$5.2'032.04F$ (6J>$/($9.&(1H2$/0$@?/024$0$&>(-074$/0$>2/2$($40$ ĞŶĐĂŝǆĂƌĞŵ ƉĞƌĨĞŝƚĂŵĞŶƚĞ ăƐ ĚŝŵĞŶƐƁĞƐ İƐŝĐĂƐ Ğ͕ ĂƐƐŝŵ͕ ĚĂƌ Ž ĂƐƉĞĐƚŽ ĚĞ ĚŝƐƚŽƌĕĆŽ ĚĂ ƌĞĂůŝĚĂĚĞ İƐŝĐĂ /($043.=3=.(A L2>2$ 40$ 52/0$ 50.90:0.F$ 043($ 3J97&9($ 043G$ >=&32$ (4429&(/($ X4$ /0$ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$ 0$ /0$ s:ĂǇŝŶŐF$ 40$ 92>5(.(/(4$ (4$ 40>06;(71(4$ /043(4$ 073.0$ 4&A$ d432$ 7H2$ (9273090$ (507(4$ 70430$ 9(42$ 0$ 4&>$ 7($ >(&2.&($

Trecho do vídeo de um dos trabalhos de mapping mais famosos do coletivo Urban Screen

ĚŽƐ ƉƌŽũĞƚŽƐ Ğ ĂƟǀŝĚĂĚĞƐ ĚŽ ŝũĂZŝ͕ ũĄ <=0$ 2$ 927;09&>0732$ 0$ /2>?7&2$ /06(4$ 4H2$ 92>560>073(.04$=>(4$5(.($(4$2=3.(4A$ hŵ ĚŽƐ ŵĂŝƐ ŝŵƉŽƌƚĂŶƚĞƐ Ğ ƌĞĐĞŶƚĞƐ 0B0>5624$ /0$ ŵĂƉƉŝŶŐ Ġ Ž ͞dĞĂƚƌŽ sĞƌĚĞ͟ ƋƵĞ ĐŽŶƐŝƐƟƵ ŶŽ ŵĂƉĞĂŵĞŶƚŽ ĚĂ ĨĂĐŚĂĚĂ ĚŽ dĞĂƚƌŽ DƵŶŝĐŝƉĂů ĚĞ ^ĆŽ WĂƵůŽ ĚƵƌĂŶƚĞ Ă S&.(/($L=63=.(6$/0$+`*`A K dĞĂƚƌŽ sĞƌĚĞ ĨŽŝ ƵŵĂ ĚĂƐ ĐŽŶĮŐƵƌĂĕƁĞƐ ĚŽ WƌŽũĞƚŽ EĂƚƵƌĞǌĂ hƌďĂŶĂ͕ Ž ƋƵĂů ǀĞŵ (5.04073(7/2F$/0$30>524$0>$30>524F$72@24$ /04/2:.(>07324$92>$($5.25243($/($29=5(1H2$ ƐƵďũĞƟǀĂ ĚĞ ĞǆƉƌĞƐƐĆŽ ƐŝŵďſůŝĐĂ ĚŽƐ ĞƐƉĂĕŽƐ ƉƷďůŝĐŽƐ͕ ĚĞ ŵŽĚŽ Ă ƋƵĞƐƟŽŶĂƌ ĂƐ ĮŶĂůŝĚĂĚĞƐ ƉĂƌĂ ĂƐ ƋƵĂŝƐ ĞƐƚĞƐ ƐĆŽ ƵƟůŝǌĂĚŽƐ͘ EĞƐƚĞ ĐĂƐŽ͕ Ž dĞĂƚƌŽ DƵŶŝĐŝƉĂů ĨŽŝ Ž ͞ƉĂůĐŽ͟ ƉĂƌĂ 24$ ŵĂƉƉŝŶŐƐ$ 92>$ /&@0.424$ 080&324$ @&4=(&4$ 0$

Fachada do Teatro Municipal vista de longe com o Carro-Planta posicionado em sua frente

4272.24$.06(9&27(/24$X$7(3=.0E(F$@0-03(1H2$ Ğ ƐŽĐŝĞĚĂĚĞ͘ ůĠŵ ĚŝƐƐŽ͕ ŶĂ ĨƌĞŶƚĞ ĚŽ dĞĂƚƌŽ͕ 7($ 9(61(/(F$ =>$ 9(..2Z56(73($ 82&$ 92629(/2$ ƚĂŵďĠŵ ʹ ŝĚĞŝĂ ĞƐƐĂ ƌĞĐŽƌƌĞŶƚĞ ĚĞ ŽƵƚƌĂ ĂĕĆŽ ĨĞŝƚĂ ƉĞůŽ ĐŽůĞƟǀŽ ŶĂ ƵƐƚƌŝĂ ŽŶĚĞ Ƶŵ ĐĂƌƌŽͲƉůĂŶƚĂ ƚĂŵďĠŵ ĨŽŝ ƵƟůŝǌĂĚŽ͘ ĞƐƚĂ ĨŽƌŵĂ͕ Ă ŵĂŝŽƌ ƋƵĞƐƚĆŽ ƋƵĞ Ž ĐŽůĞƟǀŽ ƚĞǀĞ ƉŽƌ ŝŶƚĞŶĕĆŽ ůĞǀĂŶƚĂƌ ŶĞƐƚĂ ĂĕĆŽ ĨŽŝ͗ ͞WĂƌĂ ƋƵĞŵ Ž ĞƐƉĂĕŽ ƉƷďůŝĐŽ ƵƌďĂŶŽ Ġ ĨĞŝƚŽ͍͘͟ #430$ 5.2'032$ 30@0$ -.(7/0$ .050.9=44H2$ 0$ -0.2=$ >?/&($ 045273c70(A$ #60$ 3(>:J>$ 07@26@0=$ &743(6(1D04$ 0$ ŵĂƉƉŝŶŐN$ /=(4$ ĂƟǀŝĚĂĚĞƐ Ğ ƚĠĐŶŝĐĂƐ ƋƵĞ͕ ĨƌĞƋƵĞŶƚĞŵĞŶƚĞ͕ ĚĆŽ ĚĞƐƚĂƋƵĞ ă ĂƉƌĞƐĞŶƚĂĕĆŽ ŝŶƐƟƚƵĐŝŽŶĂů /2$ %&'()&$ 0$ >243.(>$ ($ 4=($ <=(6&/(/0F$ ĐŽŶƐĞŐƵŝŶĚŽ ĂƐƐŝŵ ĐŽŶƋƵŝƐƚĂƌ Ă ĐŽŶĮĂŶĕĂ /0$/&@0.424$96&07304A

Destaque do Carro-Planta colocado na frente do Teatro Municipal para a Virada Cultural 2010.

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+ 2.2 LUGAR E TEMPO

Fachada do Teatro Municipal vista de longe imagens relacionadas à natureza, durante a Virada Cultural 2010 (fig. à direita e abaixo).

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Projetos de Ambientes Reais

Processo de Contratação Aprovação do Orçamento Sim Seleção dos locais (de acordo com os Critérios pré definidos nas soluções

Cliente BijaRi Brainstorm Fábrica Estratégica (planejamento Comercial)

Local A

Solução B

Solução C

Aquisição dos Materiais

Aprovação do Cliente Sim

“Convocação” de pessoal extra (se for o caso)

Processo de Planejamento

Ínicio das instalações/ínicio da(s) performances(s)

Não

Seleção da Equipe Eduardo Geandre Gustavo Maurício Olavo Rodrigo Estágiario

EXTRA Cotação de Materiais

Materiais A

V+

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Local C

Processo de Exucação

Soluções Propostas Solução A

Local B

Materiais B

Materiais C

Fim do Projeto

Projetos de Ambientes Virtuais Ύ'ĞƌĂůŵĞŶƚĞ ĐŽƌƌĞƐƉŽŶĚĞŶƚĞƐ ĂŽƐ ƉƌŽũĞƚŽƐ ĚĞ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ͕ ĚĞƐŝŐŶ ŐƌĄĮĐŽ͕ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ͕ ĞƚĐ͘

Processo de Contratação Cliente Cotação de eventuais materiais a custos de mão-de-obra

BijaRi Brainstorm

Aprovação do Orçamento Sim

Fábrica Estratégica (planejamento Comercial) Soluções Propostas Solução A Não

Solução B

Não

Processo de Exucação Solução C

Aprovação do Cliente Sim

Esboços criativos Produção física / digital

Processo de Planejamento

Finalização

Seleção da Equipe

Fim do Projeto

Eduardo Geandre Gustavo Maurício Olavo Rodrigo Estágiario

Revisão dos custos de materiais e mãode-obra envolvidos

EXTRA

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Imagens dos locais onde foram estendidos algumas das faixas de protesto contra o presidente Bush

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Logotipo a partir das referências utilizadas na intervenção urbana “Por que lutamos?”

Ύ ƐƚĂ ŝŶƚĞƌǀĞŶĕĆŽ ĨŽŝ ƌĞĂůŝǌĂĚĂ ƋƵĂŶĚŽ Ž ĞǆͲƉƌĞƐŝĚĞŶƚĞ ŶŽƌƚĞͲĂŵĞƌŝĐĂŶŽ 'ĞŽƌŐĞ t͘ ƵƐŚ ǀŝƐŝƚŽƵ Ž ƌĂƐŝů ƉĂƌĂ ďƵƐĐĂƌ ĂƉŽŝŽ ƉŽůşƟĐŽ ĐŽŶƚƌĂ Ž ĐƌĞƐĐŝŵĞŶƚŽ ĚŽƐ ŵŽǀŝŵĞŶƚŽƐ ĞƐƋƵĞƌĚŝƐƚĂƐ ůĂƟŶŽͲĂŵĞƌŝĐĂŶŽƐ Ğ ƚĂŵďĠŵ ƉĂƌĂ ĮƌŵĂƌ Ž ĂĐŽƌĚŽ ĚĞ ĨŽƌŶĞĐŝŵĞŶƚŽ ĚĞ ĞƚĂŶŽů ƉĂƌĂ Ž ŵĞƌĐĂĚŽ ĚĞ ƐĞƵ ƉĂşƐ͘ ŵ ƉƌŽƚĞƐƚŽ͕ Ž ŝũĂZŝ ƐĞ ŵŽďŝůŝǌŽƵ ĂĮǆĂŶĚŽ ĐĂƌƚĂǌĞƐ Ğ ĞƐƚĞŶĚĞŶĚŽ ĨĂŝǆĂƐ ƉŽƌ ƚŽĚŽ Ž ƉĞƌĐƵƌƐŽ ƋƵĞ Ă ĐŽŵŝƟǀĂ ƉƌĞƐŝĚĞŶĐŝĂů ĚĞ ƵƐŚ ĨĂƌŝĂ 52.$QH2$!(=62$(3J$2$9=>5.&>0732$/0$4=($(-07/($7($9&/(/0

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Logotipo antigo, porém ainda utilizado no site defasado do coletivo

Foto de um dos espaços da exposição em que o BijaRi apresentou o desdobramento em espanhol “Por que luchamos?”

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ĐůŝĞŶƚĞƐ͕ Ž ůŽŐŽƟƉŽ ƵƟůŝǌĂĚŽ Ġ ĂƉĞŶĂƐ Ă ƉĂůĂǀƌĂ ͞ ŝũĂZŝ͟ ĞƐĐƌŝƚĂ ĐŽŵ Ă ƟƉŽůŽŐŝĂ ĚĂ ƷůƟŵĂ ĮŐƵƌĂ ŵŽƐƚƌĂĚĂ͘ ĞŶƚƌĞ ŽƐ ƋƵĞ ĂĐŽŵƉĂŶŚĂŵ ĂƐ ĂƟǀŝĚĂĚĞƐ ĚŽ ĐŽůĞƟǀŽ͕ ŚŽƵǀĞ ĐĂƐŽƐ 0>$ <=0$ 2$ 3.(:(6;2$ 82&$ &>5.0442$ 0$ 0>26/=.(/2$ 92>2$ 2:'032$ /0$ /092.(1H2A$,$0/&1H2$/0$72@0>:.2$/0$ ϮϬϬϵ ĚĂ ZĞǀŝƐƚĂ dƌŝƉ͕ Ğŵ ƐƵĂ ĐŽůƵŶĂ ͞ ĂƐĂ͟ ;ƉĄŐ ϴϵͿ͕ ĨĞǌ ƵŵĂ ŵĂƚĠƌŝĂ 42:.0$ ($ /092.(1H2$ /($ 9(4($ /0$ =>($ ƉĞƐƐŽĂ ƋƵĞ ƵƟůŝǌĂ ƵŵĂ ĚĞƐƐĂƐ ŽďƌĂƐ͕

Edição de novembro de 2009 da revista Trip, na coluna “Casa”, pág. 89.

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3.(:(6;24F$ 3(>:J>$ J$ =4(/2$ 92>2$ =>($ -(60.&(F$ 27/0$ 4H2$ 0B524324$ ĂůŐƵŶƐ ƉƌŽũĞƚŽƐ ŶĆŽ Ɛſ ĚŽ ĐŽůĞƟǀŽ͕ ŵĂƐ ƚĂŵďĠŵ ĚĞ ŽƵƚƌŽƐ ĂƌƟƐƚĂƐ͕ ĂůĠŵ /0$ 40.@&.$ 92>2$ 4(6($ /0$ .0=7&D04$ 0$ 9073.2$ /0$ ďƌĂŝŶƐƚŽƌŵŝŶŐA$ T$ 30.90&.2F$ (6J>$ /0$ =>$ 049.&3I.&2F$ 3(>:J>$ J$ ƵƟůŝǌĂĚŽ ƉĂƌĂ Ă ĐŽŶĨĞĐĕĆŽ ĚĂƐ ŽďƌĂƐ 7($5(.30$/&-&3(6F$=>($@0E$<=0$6G$043H2$ ƐŝƚƵĂĚŽƐ ŽƐ ĐŽŵƉƵƚĂĚŽƌĞƐ ƵƟůŝǌĂĚŽƐ͘ T$ 049.&3I.&2$ /($ KG:.&9($ #43.(3J-&9($ J$ 27/0$ 4H2$ .090:&/24$ 24$ 96&07304F$ .0(6&E(/(4$ .0=7&D04$ 0$ 5.043(/($ (440442.&($ 0$ 9274=632.&($ 0>$ 30>52$ ŝŶƚĞŐƌĂů ƉĂƌĂ Ž ĐŽůĞƟǀŽ͘ K&9($ 96(.2F$ (507(4$ 92>$ :(40$ 72$ ǀŝƐƵĂů ĚŽ ůŽĐĂů͕ Ž ƉĞƌĮů ĚŽƐ ĂƌƟƐƚĂƐ &730-.(7304$ /2$ -.=52A$ T=$ 40'(F$ 4H2$ 50442(4$ <=0$ .0(6>0730$ 5.0E(>$ ($ (.30F$7H2$>(7307/2$(4$(5(.C79&(4$2=$

2$43(3=4$72$3252$/0$40=4$&730.04404A ŶƚƌĞƚĂŶƚŽ͕ ĞƐƐĞƐ ĂƐƉĞĐƚŽƐ İƐŝĐŽƐ ƉŽĚĞŵ ƐĞƌ ŵƵŝƚŽ ŶĞŐĂƟǀŽƐ ƐĞ ƚƌĂĕĂĚŽ =>$ 5(.(6062$ 92>$ (4$ 5.2/=32.(4$ /0$ (=/&2@&4=(6$ 2=$ (4$ (-C79&(4$ /0$ 5=:6&9&/(/0$/0$>J/&2$0$-.(7/0$52.30F$ ŽŶĚĞ Ƶŵ ƉŽƐƐşǀĞů ĐůŝĞŶƚĞ ƐĞŶƟƌĄ ŵĂŝƐ ĐŽŶĮĂŶĕĂ ĚŽ ƋƵĞ ŶŽ ĐŽůĞƟǀŽ͘ ,504(.$/0$24$4I9&24$40.0>$.06=3(7304$ 0>$.06(1H2$($>=/(71(4$7($043.=3=.($ İƐŝĐĂ͕ ƉŽŝƐ ĚŝǌĞŵ ĂĐƌĞĚŝƚĂƌ ƋƵĞ (630.(.&($ ($ 044C79&($ /2$ 629(6F$ J$ @G6&/2$ <=0$ 043($ &/0&($ 40'($ .05074(/($ ĞŶƋƵĂŶƚŽ ĞǆŝƐƚĂ Ž ŽďũĞƟǀŽ͕ ƉŽƌ ƉĂƌƚĞ /04304F$ /0$ 40$ 32.7(.$ =>($ 0>5.04($ ĐŽŶƐŽůŝĚĂĚĂ Ğ ĐŽŵƉĞƟƟǀĂ͕ ŵĞƐŵŽ <=0$ 40>$ (630.(.$ 4=($ (..(&-(/($ ĞƐƐġŶĐŝĂ ĂƌơƐƟĐĂ͕ ƌĞŇĞƟĚĂ ƉĞůŽ ĂƐƉĞĐƚŽ ͞ĚĞƐĐŽůĂĚŽ͘͟

Rua Padre João Gonçalves.

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Fachada do imóvel do BijaRi.

Visão do fundo da garagem: acesso ao ateliê. Destaque para os cartazes afixados, ao fundo, de trabalhos autorais e de outros artistas.

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Acesso da garagem ao ateliê. Destaque para os cartazes afixados de trabalhos já realizados. Obs.: os sacos de lixo que aparecem contêm as garrafas e materiais utilizados na confecção da baleia jubarte da exposição Oceano Invadido.

Ateliê sendo utilizado para a estruturação da baleia Jubarte para a exposição Oceano Invadido.

Primeira divisão do espaço do ateliê. Ao fundo, quarto de ferramentas.

Parede do ateliê com mais cartazes afixados de projetos autorais e de outros artistas.

Vista interna da sala da Fábrica Estratégica. Vista superior da escada de acesso aos escritórios

Fig. superior: vista do hall superior para a sala da Fábica Estratégica e escada de acesso ao escritório do BijaRi. Fig. inferior: vista para o hall de acesso à cozinha e escritório da consultoria da porta de acesso para o escritório do BijaRi.

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Hall de entrada do escritório do BijaRi. Destaque para a localização da assistente administrativa, a Nalva.

Vista do fundo do escritório.

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Vista de uma das mesas dos sócios e a distribuição delas: uma de frente para a outra por três fileiras.

Assim que se entra no escritório, pode-se ver uma sequência de fotos de trabalhos autorais afixados na parede esquerda de ponta a ponta.

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Vídeo-Jockey (VJ) – R$ 5.000/noite Vídeo – R$ 5.000/30segundos Vídeo-Cenário para projetos menores – R$ 15.000

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BijaRi Motion Graphics

Cenografia / Vídeo-Cenografia

Intervenções Urbanas

“Mixagem”, ou seja, mistura e composições de imagens, em movimento, em tempo real. Pode ou não utilizar vídeos reais e vídeos criados ou modificados digitalmente.

Consiste em criar, digitalmente, vídeos e imagens em movimento. Pode ou não utilizar, como base, vídeos reais ou outros vídeos manipulados digitalmente.

Cenografia: planejamento visual e artístico de um cenário utilizando materiais diversos.

Obras artísticas executadas de forma a aproveitar o espaço público urbano, com o intuito de impactar os receptores das mensagens para que reflitam sobre algum tema ligado ao contexto urbano.

Agências de eventos

Agências de publicidade

Produtoras musicais

Empresas que queiram comunicar sua marca de uma forma inovadora

DJs

Produtoras de vídeo / cinema

Emissoras de TV

Empresas que queiram comunicar sua marca de uma forma inovadora

Coletivos artísticos (teatro)

Tipos de clientes já atendidos ou potenciais

Atividades desempenhadas

VJaying

Empresas que queiram comunicar sua marca de uma forma inovadora

Vídeo-cenografia: pode ser um complemento à cenografia ou ser toda a cenografia baseada apenas em vídeos manipulados ou não digitalmente.

Empresas que queiram comunicar sua marca de uma forma inovadora

Design Gráfico

Mapping

Instalações

É o nome que se dá à técnica de mapeamento de fachadas arquitetônicas, ou de objetos, por meio de projeções de imagens criadas e dimensionadas para se encaixarem perfeitamente às formas poligonais e arestas de uma determinada estrutura.

Trabalhos que unem uma ou mais habilidades e técnicas de modo a serem aplicadas em objetos, estruturas e diversos materiais com o propósito de gerar uma interação com um determinado espaço físico.

Agências de eventos

Agências de publicidade

Produtoras musicais

Empresas que queiram comunicar sua marca de uma forma inovadora

Diz respeito aos diversos conceitos teóricos quando reunidos para a criação visual. Tanto digital como real. Ex.: layouts de sites, logotipos, etc. Sendo esse conjunto de conceitos, também está ligado às outras atividades que envolvem essa criação visual.

Empresas que queiram investir na confecção de sua identidade visual, sites, layouts de impressos, etc.

Coletivos artísticos (teatro)

Esquema de atividades desempenhadas e tipos de clientes atendidos.

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Identidade visual criada para o documentário Lutas.doc

Editora Abril: ŽŶƚƌĂƚŽƵ Ž ĐŽůĞƟǀŽ ƉĂƌĂ ĐƌŝĂƌ ($ ĐĞŶŽŐƌĂĮĂ͕ ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů͕ @?/02Z907G.&2$0$8(E0.$($250.(1H2$ (2$@&@2$Ms:ĂǇŝŶŐͿ$0>$40=$!.C>&2$ ,:.&6$/0$!=:6&9&/(/0A$#430$5.2'032$ (9273090=$72$>C4$/0$>(&2$0$82&$ .045274G@06$52.$=>$8(3=.(>0732$ /0$ )m$ W^$ >&6A$ T4$ -0.07304$ /0$ 5.2'032$ 82.(>$ )2/.&-2$ ,.(]'2$ 0$ P(=.?9&2$%.(7/H2$92>$($0<=&50$ 82.>(/($52.$2=3.(4$/=(4$50442(4$ Ğ Ž ƐſĐŝŽ KůĂǀŽ ŬŵĂŶ͘

Trechos dos vídeos utilizados como vídeo-cenário da premiação da Editora Abril.

Das Begrünte Auto: K2&$=>$5.2'032$/0$&730.@071H2$=.:(7( ƌĞĂůŝǌĂĚŽ ŶĂ ƵƐƚƌŝĂ͕ Ă ƉĞĚŝĚŽ ĚĂ ĞŵƉƌĞƐĂ ZŽƚŽƌ͘ ŽŶƐŝƐƟƵ Ğŵ ƵŵĂ ĐĂƌƌŽĐĞƌŝĂ /0$9(..2F$40>$7(/($0>$40=$&730.&2.F$$043(9&27(/($0>$=>$ 629(6$/0$=>($9&/(/0$(=43.?(9(A$#430$9(..2$40.&($92>=>$40$ 7H2$ 82440>$ (4$ 56(73(4$ <=0$ :.23(@(>$ 0>$ 9(/($ (:0.3=.($ /060A$,$9&3(1H2$/0430$5.2'032$J$&>52.3(730$5(.($/043(9(.$ ($ 5.04071($ /2$ %&'()&$ 72$ 0B30.&2.F$ 3(732$ 506(4$ 4=(4$ 2:.(4$ 0B5243(4$ 0$ <=0$ /0450.3(>$ &730.0440F$ <=(732$ 506($ 92603($ /0$72@&/(/04$0$.06(9&27(>0732$<=0$0604$3.(E0>$/0$6GA$T$ ĨĂƚƵƌĂŵĞŶƚŽ ĚĞůĞ ĨŽŝ ďĂŝǆŽ ʹ ĐĞƌĐĂ ĚĞ Φ ϲϬϬ͕ϬϬ ʹ͕ ƉŽƌĠŵ͕ Ġ Ž ƟƉŽ ĚĞ ƉƌŽũĞƚŽ ƋƵĞ ŐĞƌĂ ƌĞƉĞƌĐƵƐƐĆŽ Ğ ĂŐƌĞŐĂ ŵƵŝƚŽ ǀĂůŽƌ ĂŽ ƉŽƌƞſůŝŽ ĂƌơƐƟĐŽ ĚŽ ĐŽůĞƟǀŽ͘ EĞƐƚĞ͕ ŽƐ ŐĞƌĞŶƚĞƐ 0$0<=&50$0B09=32.($82.(>$24$>04>24F$24$4I9&24$#/=(./2$ &ĞƌŶĂŶĚĞƐ Ğ 'ƵƐƚĂǀŽ 'ŽĚŽǇ͘ K ŶĆŽ ĂŐƌƵƉĂŵĞŶƚŽ ĚŽƐ ĐĂƐĞƐ ƉŽƌ ƟƉŽ ĚĞ ĂƟǀŝĚĂĚĞ ĨŽŝ ƉƌŽƉŽƐŝƚĂů ƉĂƌĂ ƉŽĚĞƌ ĚĞŵŽŶƐƚƌĂƌ Ž ƋƵĂŶƚŽ ĂƐ ĂƟǀŝĚĂĚĞƐ (9(:(>$ 407/2$ 92>560>073(.04$ 073.0$ 4&F$ 52.J>$ 92>$ 92>:&7(1D04$ ]7&9(4$ 0>$ 9(/($ 5.2'032A$ !(.(606(>0730$ ($ ĞƐƚĞƐ ƟƉŽƐ ĚĞ ƉƌŽũĞƚŽƐ͕ Ž ĐŽůĞƟǀŽ ƚĂŵďĠŵ ĂƉƌĞƐĞŶƚĂ͕ Ğŵ ƐĞƵ ƉŽƌƞſůŝŽ ; E yK //Ϳ͕ ƚƌĂďĂůŚŽƐ ĐŽŵŽ ǁŽƌŬƐŚŽƉƐ͕ ƌĞƐŝĚġŶĐŝĂƐ ĂƌơƐƟĐĂƐ͕ ĞǆƉŽƐŝĕƁĞƐ ; E yK /Ϳ Ğ ŽƵƚƌŽƐ /&@0.424$92>$9(.G30.$0B50.&>073(6A$ #4304$ 3.(:(6;24$ 0B50.&>073(&4$ 3(>:J>$ 4=.-0>$ 92>2$ 5.25243(4$ /0$ 426=1D04$ @&4=(&4$ 5(.($ 24$ 96&07304A$ QH2$ (4$ .080.&/(4$ &743(6(1D04$ 72$ 04<=0>($ (5.04073(/2$ (730.&2.>0730A$

Fotos da intervenção urbana realizada na Áustria.

Reactable: L.&(/2$5(.($(4$O(@(&(7(4$0$<=0$82&$0B&:&/2$72$ůŽƵŶŐĞ$/($ ŵĂƌĐĂ ŶŽ ^W&t ĚŽ ŵġƐ ĚĞ ũƵůŚŽ ĚĞ ϮϬϬϵ͘ EĞůĞ͕ Ž ĐŽůĞƟǀŽ 9.&2=$=>($045J9&0$/0$5(&706$3.&/&>074&27(6$82.>(/2$52.$ 4(7/G6&(4F$307/2$(4$92.04$4&/2$/(/(4$52.$>0&2$/0$5.2'01D04A

Fotos do painel tridimensional do projeto Reactable, feito para as Havaianas no SPFW.

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Os DJs ĞƐƚĂ ĨŽƌŵĂ͕ ĮĐĂ ŵĂŝƐ ĐůĂƌŽ ĚĞ ƋƵĞ Ġ ŝŵƉŽƐƐşǀĞů ĚŝǌĞƌ ƋƵĞ ŽƐ ĐůŝĞŶƚĞƐ ƐĆŽ ĂƚĞŶĚŝĚŽƐ ĞǆĐůƵƐŝǀĂŵĞŶƚĞ ƉŽƌ ĂƉĞŶĂƐ Ƶŵ ƟƉŽ ĚĞ ĂƟǀŝĚĂĚĞ͕ ƵŵĂ ǀĞǌ ƋƵĞ ĞůĂƐ 4H2F$ <=(40$ 40>5.0F$ 92>560>073(.04$ 073.0$ 4&A$ Q07/2$ (44&>F$ 52/0Z40$ (507(4$ ƐĞƌĞŵ ůĞǀĂŶƚĂĚĂƐ ŚŝƉſƚĞƐĞƐ ŵĂŝƐ ƉƌŽǀĄǀĞŝƐ ĂŽ ĐƌƵǌĂƌ Ž ƌĂŵŽ ĚĞ ĂƟǀŝĚĂĚĞƐ ĚĞ Ƶŵ ƟƉŽ ĚĞ ĐůŝĞŶƚĞ ĐŽŵ Ž ƋƵĞ Ž ŝũĂZŝ ƉŽĚĞ ŽĨĞƌĞĐĞƌ͗

As agências de publicidade :=49(>$&72@(1D04$<=(732$X4$82.>(4$/0$&>5(93(.$2$5]:6&92Z(6@2$/0$40=4$96&07304A$ ,3=(6>0730F$($92>=7&9(1H2$709044&3(F$/0$32/(4$(4$82.>(4F$:=49(.$72@(4$4(?/(4$ 0$9(7(&4$5(.($92740-=&.$&432F$/0$>2/2$<=0F$3(732$(-C79&(4$/0$50<=072$<=(732$ ĚĞ ŐƌĂŶĚĞ Ğ ŵĠĚŝŽ ƉŽƌƚĞƐ ƉŽĚĞŵ Ğ ĚĞǀĞŵ ƌĞĐŽƌƌĞƌ ăƐ ĂůƚĞƌŶĂƟǀĂƐ ƋƵĞ ƐƵƌŐĞŵ͘ K ŝũĂZŝ ŽĨĞƌĞĐĞ Ğŵ ƚŽĚĂƐ ĂƐ ƐƵĂƐ ĂƟǀŝĚĂĚĞƐ ƉĞƌƟŶġŶĐŝĂ Ă ĞƐƐĂ ďƵƐĐĂ ƉŽƌ ƉĂƌƚĞ /(4$(-C79&(4$0F$52.$&442F$(5(.090$92>2$96&0730$(307/&/2$0>$32/(4A$

(5(.090>$0>$s:ĂǇŝŶŐ ƉŽƌƋƵĞ͕ Ğŵ ŵƵŝƚŽƐ ĨĞƐƟǀĂŝƐ ĚĞ ŵƷƐŝĐĂ ĞůĞƚƌƀŶŝĐĂ ƋƵĞ ĞǆŝƐƚĞŵ͕ ƉƌŝŶĐŝƉĂůŵĞŶƚĞ ŽƐ ĚĞ ŐƌĂŶĚĞ ƉŽƌƚĞ ĐŽŵŽ Ž ĞǆƟŶƚŽ ^ŬŽů ĞĂƚƐ͕ Ġ 92>=>$;(@0.$0B&:&1D04$/0$@?/024$'=732$X4$>]4&9(4$/0$9(/($#"-*+͘ ĮŶĂůŝĚĂĚĞ /04304$ @?/024$ J$ 5.252.9&27(.$ >(&2.$ 4&704304&($ (2$ 5]:6&92F$ 2=$ 40'(F$ (6J>$ /($ >]4&9($40.$2=@&/($0>$=>$@26=>0$(632F$($50442($3(>:J>$(92>5(7;($&>(-074$ <=0$40-=0>$2$.&3>2$/($>]4&9($0F$>=&3(4$@0E04F$30>$($@0.$92>$(6-=>$30>($ ƉƌĞƐĞŶƚĞ ŶĞůĂ͘ ĞƐƚĂ ĨŽƌŵĂ͕ ŐƌĂŶĚĞƐ :Ɛ ƋƵĂŶĚŽ ƐĞ ĂƉƌĞƐĞŶƚĂŵ ĐŽƐƚƵŵĂŵ ƚĞƌ 4=($6&43($/0$*+# ƉĂƌĂ ĞƐĐŽůŚĂ͕ ĚĞƉĞŶĚĞŶĚŽ ĚŽ ƟƉŽ ĚĞ ĨĞƐƟǀĂů Ğ ĚĞ ƐĞƵ #"-A

As produtoras de vídeo/cinema

ĚĞƉĞŶĚĞŵ ĚĂƐ ĂƟǀŝĚĂĚĞƐ ůŝŐĂĚĂƐ ĂŽ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ Ğ ĐĞŶŽŐƌĂĮĂ ͬ ǀşĚĞŽ ĐĞŶŽŐƌĂĮĂ͘ K ĐĂƐŽ ĚŽ ĚŽĐƵŵĞŶƚĄƌŝŽ >ƵƚĂƐ͘ĚŽĐ͕ ĐŝƚĂĚŽ ĂŶƚĞƌŝŽƌŵĞŶƚĞ ŶĞƐƚĂ ƐĞĕĆŽ͕ Ġ Ƶŵ ƋƵĞ ĞŶǀŽůǀĞƵ Ă ĐƌŝĂĕĆŽ ĚĂ ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů Ğ ƐƵĂ ĂƉůŝĐĂĕĆŽ /0$ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$ 0>$ 907(4F$ (:0.3=.($ 0$ 9.J/&324$ /24$ 05&4I/&24A$ Y2$ 9(42$ ĚĂ ƉƌŽĚƵƚŽƌĂ DŝǆĞƌ͕ ƉĂƌĂ Ž ƉƌŽŐƌĂŵĂ ͞dEd н &ŝůŵĞ͟ Ͳ ĞǆŝďŝĚŽ ŶŽ ĐĂŶĂů dEd͕ As agências de eventos ƉƌĞƐĞŶƚĞ Ğŵ ŽƉĞƌĂĚŽƌĂƐ ĚĞ ds ƉŽƌ ĂƐƐŝŶĂƚƵƌĂ Ͳ͕ Ž ŝũĂZŝ ĨŽŝ ĐŽŶƚƌĂƚĂĚŽ ƉĂƌĂ ĂƉƌĞƐĞŶƚĂŵ Ƶŵ ƌĂŵŽ ĚĞ ĂƟǀŝĚĂĚĞ ƋƵĞ ƉĞƌŵŝƚĞ ƐĞƌ ĂƚĞŶĚŝĚŽ ƉŽƌ ƚŽĚĂƐ ĂƐ ĐƌŝĂƌ Ă ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů ĚŽ ĐĞŶĄƌŝŽ Ğ ŽƐ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$ M(56&9(/24$ 7(4$ ĂƟǀŝĚĂĚĞƐ ĚŽ ŝũĂZŝ͕ ĐŽŵ ĞǆĐĞĕĆŽ ĚĂƐ ŝŶƚĞƌǀĞŶĕƁĞƐ ƵƌďĂŶĂƐ͕ ƉĞůŽ ŵĞŶŽƐ͕ ĂƚĠ ǀŝŶŚĞƚĂƐ Ğ ŽƵƚƌŽƐ ǀşĚĞŽƐͿ͕ ƉĂƌĂ ƉŽƐƚĞƌŝŽƌ ŽƉĞƌĂĕĆŽ ĂŽ ǀŝǀŽ͘ /ƐƚŽ ƋƵĞƌ ĚŝǌĞƌ ƋƵĞ͕ =>$40-=7/2$>2>0732A$ ĐŽŵ ĞƐƚĞƐ ĞůĞŵĞŶƚŽƐ ĐƌŝĂĚŽƐ ƉĞůŽ ĐŽůĞƟǀŽ͕ Ž ĐĞŶĄƌŝŽ ĞƌĂ ŽƉĞƌĂĐŝŽŶĂůŝǌĂĚŽ ĂŽ @&@2$50624$5.I5.&24$>0>:.24$/($0<=&50$/2$>04>2A$

As produtoras musicais

ĂƉĂƌĞĐĞŵ Ğŵ ĂƟǀŝĚĂĚĞƐ ĐŽŵŽ s:ĂǇŝŶŐ͕ DŽƟŽŶ 'ƌĂƉŚŝĐƐ Ğ ĞŶŽŐƌĂĮĂ ͬ sşĚĞŽͲ ĞŶŽŐƌĂĮĂ͘ ƐƚĂƐ ƉƌŽĚƵƚŽƌĂƐ ĨĂǌĞŵ Ž ƉůĂŶĞũĂŵĞŶƚŽ ĚĞ ĐŽŵƵŶŝĐĂĕĆŽ ĚĞ ƐĞƵƐ ĂƌƟƐƚĂƐ ƉĂƌĂ Ă ĚŝǀƵůŐĂĕĆŽ ĚĞ Ɛ͕ ƐŚŽǁƐ$/0$3=.7C4$0$(5.04073(1D04$0>$-0.(6A$ dĞƌ Ă ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ ĐƌŝĂĚĂ Ğ ŵŽŶƚĂĚĂ ƉĞůŽ ŝũĂZŝ͕ ĐŽŵ ƐƵĂƐ ƉƌŽũĞĕƁĞƐ Ms:ĂǇŝŶŐͿ ĚĞ ǀşĚĞŽͲŵŽŶƚĂŐĞŶƐ ;ŵŽƟŽŶ ŐƌĂƉŚŝĐƐͿ͕ ƉŽĚĞ ƐĞƌ ƵŵĂ ĂůƚĞƌŶĂƟǀĂ ƉĂƌĂ ƐĞ ƚĞƌĐĞŝƌŝǌĂƌ Ă ƉƌŽĚƵĕĆŽ ĚĞ Ƶŵ ƐŚŽǁ͘ Ɛ ƉƌŽĚƵƚŽƌĂƐ ƉŽĚĞŵ ƚĂŵďĠŵ ĐŽŶƚƌĂƚĂƌ Ž ĐŽůĞƟǀŽ ƉĂƌĂ ĐƌŝĂƌ Ă ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů ĚĞ Ƶŵ ĄůďƵŵ Ğ ƉƌŽĚƵĕĆŽ ĚĞ @&/0296&50A

As emissoras de TV ƉŽĚĞŵ ĚĞƉĞŶĚĞƌ ĚŽ ĐŽůĞƟǀŽ ĂƐƐŝŵ ĐŽŵŽ ĂƐ ƉƌŽĚƵƚŽƌĂƐ ĚĞ ǀşĚĞŽͬĐŝŶĞŵĂ͘ hŵĂ ŶŽǀĞůĂ ŽƵ Ƶŵ ƉƌŽŐƌĂŵĂ͕ ƉŽƌ ĞǆĞŵƉůŽ͕ ƉŽĚĞ ĐŽŶƚĂƌ ĐŽŵ Ƶŵ ĐĞŶĄƌŝŽ İƐŝĐŽ 043.=3=.(/2$52.$0604$0$@&7;03(4$9.&(/(4$0>$ŵŽƟŽŶ ŐƌĂƉŚŝĐƐA$S(60$.044(63(.$<=0F$ ĞƐƚĞ ƟƉŽ ĚĞ ĐĂƐŽ͕ ĂŝŶĚĂ ƐĞ ƌĞƐƚƌŝŶŐĞ ŵĂŝƐ ĂŽ ĐůŝĞŶƚĞ dƵƌŶĞƌ ʹ ƉƌŽƉƌŝĞƚĄƌŝŽ ĚŽ ĐĂŶĂů dEd ʹ͕ ĞŶƚƌĞƚĂŶƚŽ͕ Ġ ĂůŐŽ ĐŽŵ ƉŽƚĞŶĐŝĂů ĂůơƐƐŝŵŽ ƐĞ ďĞŵ ƉƌŽƐƉĞĐƚĂĚŽ͘ ƐƚĞ ƉŽƚĞŶĐŝĂů ƐĞ ũƵƐƟĮĐĂ ƉĞůĂƐ ƉƌſƉƌŝĂƐ ƉƌŽĚƵƚŽƌĂƐ ŝŶĚĞƉĞŶĚĞŶƚĞƐ ƋƵĞ 9273.(3(.(>$2$%&'()&$/0$82.>($30.90&.&E(/($5(.($5.043(.$40.@&12$($=>($0>&442.(A$

dĞƌŵŽ ƵƟůŝǌĂĚŽ ƉĂƌĂ ƐĞ ƌĞĨĞƌŝƌ Ă ƵŵĂ ĂƉƌĞƐĞŶƚĂĕĆŽ ĚĞ :͘ WŽƌ ĞǆĞŵƉůŽ͗ ͞K : ĨĂƌĄ Ƶŵ ƐĞƚ ĚĞ ƵŵĂ ŚŽƌĂ Ğ ŵĞŝĂ ĐŽŵ ϭϲ ŵƷƐŝĐĂƐ ŶŽ ĞƐƟůŽ ŚŽƵƐĞ͘͟

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Os coletivos artísticos (de teatro) ĞŶƚƌĂŵ Ğŵ ĐĞŶŽŐƌĂĮĂ Ğ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ ƉŽƌ ĚĞƉĞŶĚĞƌĞŵ ĞǆĐůƵƐŝǀĂŵĞŶƚĞ ĚĞƐƚĞ ƟƉŽ ĚĞ ƐĞƌǀŝĕŽ͕ ĐĂƐŽ ĐŽŶƚƌĂƚĞŵ Ž ĐŽůĞƟǀŽ͘ ŵĂŝŽƌŝĂ ĚŽƐ ŐƌƵƉŽƐ ĚĞ ƚĞĂƚƌŽ ŶĆŽ ƉŽƐƐƵŝ ǀĞƌďĂ ƐƵĮĐŝĞŶƚĞ ƉĂƌĂ ĂƌĐĂƌ ĐŽŵ ŽƐ ĐƵƐƚŽƐ ĚĞ Ƶŵ ƉƌŽũĞƚŽ ĚĞƐƚĞ ƟƉŽ͘ EĞƐƚĞ ŵŽŵĞŶƚŽ͕ ĞŶƚƌĂ ƵŵĂ ͞ĠƟĐĂ͟ ĚĞ ƌĞƐƉŽŶƐĂďŝůŝĚĂĚĞ ƐŽĐŝĂů ĂĚŽƚĂĚĂ ƉĞůŽ ŝũĂZŝ͗ ĂŶƚĞƐ ĚĞ ƚƵĚŽ ĞůĞƐ ƐĆŽ ĂƌƟƐƚĂƐ͖ ĂƌƟƐƚĂƐ ƋƵĞ ƉƌĞǌĂŵ ƉĞůĂ ĂƌƚĞ Ğŵ ƚŽĚĂƐ ĂƐ ƐƵĂƐ ǀĞƌƚĞŶƚĞƐ͖ ĂƌƟƐƚĂƐ ƋƵĞ ƋƵĞƌĞŵ ĐƌĞƐĐĞƌ ĐŽŵ ŽƵƚƌŽƐ ĂƌƟƐƚĂƐ͘ ƐƚĂƐ ƉƌĞŵŝƐƐĂƐ ƐĆŽ Ă ďĂƐĞ ƉĂƌĂ Ž ĐŽůĞƟǀŽ ĂƚƵĂƌ Ğŵ ƉƌŽů ĚĞ ƉƌŽũĞƚŽƐ ĐƵůƚƵƌĂŝƐ ŽƵ 2.-(7&E(1D04$ 0$ (4429&(1D04F$ /0$ 82.>($ <=0$ 40=$ 5.2'032$ 40'($ ƌĞĚƵǌŝĚŽ ĚƌĂƐƟĐĂŵĞŶƚĞ Ğŵ ƐĞƵ ĐƵƐƚŽ ĚĞ ŵĆŽͲĚĞͲŽďƌĂ͘

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À esquerda: foto da Casa das Rosas na primeira metade do século XX. Ao centro: palavras que seriam formadas com a projeção. À direita: a projeção que seria feita pelo BijaRi.

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Foto do andar superior do espaço Octogonal. Simulação da superfície aquática.

Esboço do projeto na sala octogonal do espaço cultural da CEF Sé.

Foto da baleia Jubarte feita de estrutura metálica e com o seu interior composto por lixo.

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3.1.2 Os investimentos em mídias exteriores e internet Ž ƉŽŶƚŽ ĚĞ ǀŝƐƚĂ ĚĂ ĂƌƚĞ͕ ĞŶƋƵĂŶƚŽ ƉƌŽǀĞĚŽƌĂ /0$ 9=63=.($ 5(.($ ($ 429&0/(/0F$ 2$ 0/&3(6$ J$ =>($ >(70&.($/24$9073.24$9=63=.(&4$.072@(.0>$40=$ ƉŽƌƞſůŝŽ ĚĞ ĞǆƉŽƐŝĕƁĞƐ͕ ĐŽŶŚĞĐĞƌĞŵ ŶŽǀŽƐ ĂƌƟƐƚĂƐ͕ ŶŽǀĂƐ ĞǆƉƌĞƐƐƁĞƐ ĐƵůƚƵƌĂŝƐ͕ ĞĚƵĐĂƌ 0$(3.(&.$72@24$@&4&3(7304A$,6J>$/&442F$52/0>Z 40$ (:.&.$ 252.3=7&/(/04$ 5(.($ (4$ 50442(4$ <=0$ 079273.(>$ 7($ (.30$ =>($ >(70&.($ /0$ 0B52.$ 4=(4$&/0&(4F$4=(4$25&7&D04$0$926(:2.(.$5(.($2$ 9.049&>0732$/($9=63=.($7(9&27(6F$/&(62-(7/2$ 9(/($ @0E$ >(&4$ 92>$ 32/(4$ (4$ 50442(4N$ =>($ >(70&.($ /0$ >243.(.$ <=0$ (.30$ J$ 9=63=.($ 5(.($ 32/(4$(4$96(4404A ,4$927@29(1D04$0$92792..C79&(4$(:0.3(4$506(4$ 0>5.04(4$ 3(>:J>$ 52/0>$ 40.$ 9274&/0.(/(4$ ŵĂŶĞŝƌĂƐ ĚŽƐ ſƌŐĆŽƐ ƉƌŝǀĂĚŽƐ ŝŶǀĞƐƟƌĞŵ ŶĂ ĐƵůƚƵƌĂ ƵƐĂŶĚŽ ŽƐ ŝŶĐĞŶƟǀŽƐ ĮƐĐĂŝƐ ĐŽŵŽ ďĞŶĞİĐŝŽƐ͘ Ɛ ůĞŝƐ ĚĞ ŝŶĐĞŶƟǀŽ ĮƐĐĂů ĚĆŽ 252.3=7&/(/04$ ($ 043(4$ 0>5.04(4$ (56&9(7/2$ Ž ĚŝŶŚĞŝƌŽ ƋƵĞ ũĄ ƋƵĞ ƐĞƌŝĂ ĚĞƐƟŶĂĚŽ ĂŽ ŐŽǀĞƌŶŽ ƐĞŵ ĮŶƐ ĞƐƉĞĐşĮĐŽƐ͘ ĞƐƚĂ ĨŽƌŵĂ͕ ĞůĂƐ ĚŝƌĞĐŝŽŶĂŵ ŝŶǀĞƐƟŵĞŶƚŽƐ ƉĂƌĂ ƐĞƌĞŵ =4(/24$ 7($ (4429&(1H2$ /0$ 4=(4$ >(.9(4$ X$ ĐƵůƚƵƌĂ͕ ĂƵǆŝůŝĂŶĚŽ ŶŽ ĐƌĞƐĐŝŵĞŶƚŽ ĂƌơƐƟĐŽ Ğ 9=63=.(6$/2$5(?4A

L2782.>0$ (7(6&4(/2F$ 2$ >0.9(/2$ (307/&/2$ 5062$ %&'()&$ J$ 043.&3(>0730$121͕ ŽƵ ƐĞũĂ͕ ƉĞƐƐŽĂƐ ũƵƌşĚŝĐĂƐ͕ Ğ Ž ĐŽůĞƟǀŽ J$ =>$ 9.&(/2.$ 0$ 5.2/=32.$ /0$ 92>=7&9(1H2$ @&4=(6$ 5(.($ ĞƐƚĞƐ͘ ƐƐŝŵ͕ ƉŽĚĞͲƐĞ ĐŽŶĐůƵŝƌ ƋƵĞ Ž ĚŝŶŚĞŝƌŽ ŝŶǀĞƐƟĚŽ 5(.30$ /0$ @0.:(4$ /0$ ŵĂƌŬĞƟŶŐ$ /044(4$ 0>5.04(4F$ >(&4$ ĞƐƉĞĐŝĮĐĂŵĞŶƚĞ ĚĞƐƟŶĂĚĂƐ ă ĐŽŵƵŶŝĐĂĕĆŽ ǀŝƐƵĂů͕ ƚĂŵďĠŵ ĐŚĂŵĂĚŽƐ ĚĞ ŝŶǀĞƐƟŵĞŶƚŽƐ Ğŵ ŵşĚŝĂƐ͘ K ĞƐƚƵĚŽ ĚŽ ŵĞƌĐĂĚŽ ĚĞ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ ƋƵĞ ĂƚƵĂŵ 92>2$ 2$ %&'()&$ J$ >=&32$ /04(>5(.(/2$ /0$ :(404$ 0$ /(/24$ 4I6&/24$ (&7/(F$ /0@&/2$ X$ 92>560B&/(/0$ /2$ 30>($ 0$ /(4$ ĄƌĞĂƐ ƋƵĞ ĐĂĚĂ ƟƉŽ ĚĞ ĐŽůĞƟǀŽ ƉŽĚĞ ĂƚƵĂƌ͘ WŽƌĠŵ͕ ƉĂƌƟŶĚŽ ĚŽ ƉƌĞƐƐƵƉŽƐƚŽ ƋƵĞ ĞƐƚĞ ĐŽůĞƟǀŽ ĞǆŝŐĞ ĞƐƐĞ ƟƉŽ ĚĞ ŝŶǀĞƐƟŵĞŶƚŽ ĐŽŵĞŶƚĂĚŽ͕ ƵŵĂ ĚĂƐ ďĂƐĞƐ ĚĞ ĚĂĚŽƐ ƵƟůŝǌĂĚĂƐ ƉĂƌĂ ƐĞ ůĞǀĂŶƚĂƌ Ž ĨĂƚƵƌĂŵĞŶƚŽ Ğ ƉŽƚĞŶĐŝĂůŝĚĂĚĞƐ ĚĞƐƚĞ ƟƉŽ ĚĞ ŵĞƌĐĂĚŽ Ġ Ă ĚŽ /ŶƚĞƌŵĞŝŽƐ*WA #73.03(732F$70>$32/24$24$>0&24$(5.04073(/24$5062$5.2'032$ ĚŝǌĞŵ ƌĞƐƉĞŝƚŽ ĚŝƌĞƚĂŵĞŶƚĞ ĂŽ ĐŽůĞƟǀŽ͘ KƐ ĚŽŝƐ ƋƵĞ ƐĆŽ >(&4$ .060@(7304$ 5(.($ 0430$ 9(42$ 4H2N$ P?/&(4$ #B30.&2.04$ 0$ /ŶƚĞƌŶĞƚ͘ /ƐƚŽ ƉŽƌƋƵĞ Ž ĐŽůĞƟǀŽ ĚĞƐĞŶǀŽůǀĞ ĂƟǀŝĚĂĚĞƐ .06(9&27(/(4$ X$ &730.703$ 92>2N$ !"#$%&$ /0$ (")#$-"#$ 0F$ ĞǀĞŶƚƵĂůŵĞŶƚĞ͕ ǀşĚĞŽƐ ƋƵĞ ƉŽƐƐĂŵ ƐĞƌ ƵƟůŝǌĂĚŽƐ ƉŽƌ #$-"#b$ &730.@071D04$ =.:(7(4F$ ŵĂƉƉŝŶŐ$ 0$ s:ĂǇŝŶŐF$ <=0$ 52/0>$92>52.$(1D04$0>$>?/&(4$0B30.&2.04A P?/&(4$#B30.&2.04$92..04527/0$X4$40-=&7304$>?/&(4N

Mobiliário urbano: Display de anúncio em rua da cidade de São Paulo antes da Lei Cidade Limpa entrar em vigor.

^ĞŐƵŶĚŽ Ž ƐŝƚĞ ĚĂ ďĂƐĞ͕ ͞K WƌŽũĞƚŽ /ŶƚĞƌͲDĞŝŽƐ Ġ ƵŵĂ ŝŶŝĐŝĂƟǀĂ ĐŽŶũƵŶƚĂ ĚŽ ũŽƌŶĂů DĞŝŽ Θ DĞŶƐĂŐĞŵ Ğ ĚŽƐ ƉƌŝŶĐŝƉĂŝƐ ŵĞŝŽƐ ĚĞ ĐŽŵƵŶŝĐĂĕĆŽ ŶŽ ƐĞŶƟĚŽ ĚĞ ůĞǀĂŶƚĂƌ͕ Ğŵ ŶƷŵĞƌŽƐ ƌĞĂŝƐ͕ Ž ǀŽůƵŵĞ ĚĞ ŝŶǀĞƐƟŵĞŶƚŽ ƉƵďůŝĐŝƚĄƌŝŽ Ğŵ ŵşĚŝĂ ŶŽ ƌĂƐŝů͘͟ *W

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Digital Out-of-Home: R$ (em milhões)

ƚĞŶĚġŶĐŝĂ ĚĞ ĐŽŵƵŶŝĐĂĕĆŽ ĐŽƌƉŽƌĂƟǀĂ͘ ^ĆŽ ƚĞůĂƐ ĚĞ > ͬWůĂƐŵĂ 079273.(/(4$ 0>$ 043(:0609&>07324$ 0$ 060@(/2.04$ /0$ 5.J/&24$ ĐŽŵĞƌĐŝĂŝƐ͕ ĚĞŶƚƌĞ ŽƵƚƌŽƐ͘ K KK, Ġ Ƶŵ ƚĞƌŵŽ ĚĞƌŝǀĂĚŽ ĚŽ KƵƚ KĨ ,ŽŵĞ ;KK,Ϳ͕ ƋƵĞ ƐĞ ƌĞĨĞƌĞ Ă ƚŽĚŽƐ ŽƐ ƟƉŽƐ ĚĞ ĐŽŵƵŶŝĐĂĕĆŽ ĞǆƚĞƌŝŽƌ 0$ďĞůŽǁ ƚŚĞ ůŝŶĞF$2=$40'(F$(4$<=0$4(0>$/2$5(/.H2$>(&4$3.(/&9&27(6$ ƋƵĞ ĞŶǀŽůǀĞ ŵşĚŝĂ ŝŵƉƌĞƐƐĂ͕ ĐŽŵĞƌĐŝĂŝƐ Ğŵ ds Ğ ĐŝŶĞŵĂ Ğ ƐƉŽƚƐ$/0$ .G/&2A$

1,000,00 800,00 600,00 400,00 200,00

Mobiliário Urbano: 2:'0324$ 0$ 0<=&5(>07324$ &743(6(/24$ 0>$ .=(4$ 0$ 045(124$ 5]:6&924$ 0>$-0.(6$<=0F$X4$@0E04F$52/0>$92>560>073(.$=>($8=79&27(6&/(/0$ ʹ ĐŽŵŽ ďĂŶĐŽƐ ĐŽŵ Ž ĨŽƌŵĂƚŽ ĚŽ ůŽŐŽƟƉŽ ĚĞ ƵŵĂ ĞŵƉƌĞƐĂ ʹ ŽƵ ƐĞƌ ĂƉĞŶĂƐ Ƶŵ ĚŝƐƉůĂǇ ĐŽŵŽ ŶŽ ĐĂƐŽ ĚĂ ŝŵĂŐĞŵ ĚĞ ĞǆĞŵƉůŽ͘ ůĞƐ 52/0>$@(.&(.$/24$>(&4$4&>5604$(24$>(&4$&7=4&3(/24A$

Móvel: ŽƌƌĞƐƉŽŶĚĞ ĂŽƐ ƚƌĂĚŝĐŝŽŶĂŝƐ ĚŝƐƉůĂǇƐ͕ ǁŽďůĞƌƐ$0$/0>(&4$80..(>073(4$ ƵƟůŝǌĂĚĂƐ ƉĂƌĂ Ă ĐŽŵƵŶŝĐĂĕĆŽ ǀŝƐƵĂů ĚĞ ĂůŐŽ Ğŵ ĂŵďŝĞŶƚĞƐ ŝŶƚĞƌŶŽƐ͘

Outdoor e Painéis: ƐƚĞƐ ĚŽŝƐ ƷůƟŵŽƐ ĚŝƐƉĞŶƐĂŵ ĞǆƉůŝĐĂĕƁĞƐ͕ ũĄ ƋƵĞ ƐĆŽ ĚĞ 927;09&>0732$92>=>$/0$32/24A$ :Ą Ž ŵĞŝŽ ͞/ŶƚĞƌŶĞƚ͕͟ ƉĂƌĂ Ž /ŶƚĞƌŵĞŝŽƐ͕ ŶĆŽ ĂƉƌĞƐĞŶƚĂ ƐƵďĚŝǀŝƐƁĞƐ ĐŽŵŽ ŶŽ ĐĂƐŽ ĚĂƐ DşĚŝĂƐ ǆƚĞƌŝŽƌĞƐ͘ ĞƐƚĂ ĨŽƌŵĂ͕ Ġ ƉŽƐƐşǀĞů ƉĞƌĐĞďĞƌ͕ ŵĂŝƐ ĐůĂƌĂŵĞŶƚĞ͕ ŽŶĚĞ ƋƵĞ ĂƐ ĂƟǀŝĚĂĚĞƐ ĚŽ ĐŽůĞƟǀŽ 52/0>$043(.$6&-(/(4$($044(4$>?/&(4A ,504(.$/2$%&'()&$(&7/($7H2$40.$=>($/(4$0>5.04(4$<=0$(5.04073(>$ 40=4$8(3=.(>07324$(2$d730.>0&24F$(@(6&(Z40$<=0$060$0430'($&740.&/2$ ŶĞƐƚĞƐ ĚŽŝƐ ƟƉŽƐ ĚĞ ŵĞŝŽƐ ĂƉƌĞƐĞŶƚĂĚŽƐ͘ DĞƐŵŽ ĐŽŵ Ă ĐƌŝƐĞ 0927h>&9($<=0$(:(62=$($09272>&($>=7/&(6$0>$+``_F$2$<=0$.0/=E&=$

Anos 2006

2007

2008

2009

Guias e Listas

568,56

493,05

443,08

355,77

Internet

361,31

526,67

759,34

950,37

Mídia Exterior

640,41

535,82

586,73

658,89

TV Assinatura

529,98

639,40

802,71

822,92

61,03

75,15

88,33

81,64

Cinema

Fonte: Intermeios – Gráfico das mídias com faturamento médio total anual inferior a 1 bilhão de reais, ao longo do período entre 2006 e 2009

ŵƵŝƚŽ ŽƐ ŝŶǀĞƐƟŵĞŶƚŽƐ Ğŵ ĐŽŵƵŶŝĐĂĕĆŽ ƉŽƌ ƉĂƌƚĞ ĚĂƐ ĞŵƉƌĞƐĂƐ Ğ ĚĞƐĞƐƚĂďŝůŝǌŽƵ >=&3(4$ (-C79&(4F$ 04304$ /2&4$ >0&24$ 3(>:J>$ @C>$ 9.04907/2$ 5.2-.044&@(>0730$ 724$ ƷůƟŵŽƐ ƚƌġƐ ĂŶŽƐ͕ Ğŵ ƌĞůĂĕĆŽ ĂŽƐ ĚĂĚŽƐ ĚĞ ĨĂƚƵƌĂŵĞŶƚŽ ƚŽƚĂů͘ ƐƚĞƐ ĚĂĚŽƐ ƉŽĚĞŵ ƐĞƌ ǀĞƌŝĮĐĂĚŽƐ ĚĞ ĂĐŽƌĚŽ ĐŽŵ ŐƌĄĮĐŽƐ ƋƵĞ ƐĞ ƐĞŐƵĞŵ Ğ ƚĂďĞůĂ ĐŽŵ ƚŽĚŽƐ ŽƐ ǀĂůŽƌĞƐ 927426&/(/24$/0$(92./2$92>$24$.06(3I.&24A KƐ ƌĞůĂƚſƌŝŽƐ ĚŽ /Ed ZD /K^ ƐĆŽ ŐĞƌĂĚŽƐ ĐŽŵ ďĂƐĞ ŶŽƐ ǀĞşĐƵůŽƐ ƋƵĞ ĚŝǀƵůŐĂŵ (7=(6>0730$40=4$8(3=.(>07324$0>$>?/&(A$[0@(Z40$0>$9273(F$3(>:J>F$24$8(3=.(>07324$ ƉŽƌ ĂŐġŶĐŝĂƐ ƉĂƌĂ ĐĂĚĂ ŵĞŝŽ͕ ĚĞǀŝĚŽ ăƐ ƐƵĂƐ ƉĂƌƟĐŝƉĂĕƁĞƐ Ğ ĐŽŵŝƐƐƁĞƐ͘ EŽ ĐĂƐŽ /0$ &730.703F$ (6J>$ /24$ 8(3=.(>07324$ 9&3(/24F$ 42>(Z40$ 8(3=.(>07324$ .06(9&27(/24$ ($ 50.>=3(4$ 0$ 2=3.24$ /&@0.424A$ ,4$ .0-&D04$ <=0$ 92>5D0>$ 04404$ .06(3I.&24$ 4H2$ (4$ EŽƌƚĞ͕ EŽƌĚĞƐƚĞ͕ ĞŶƚƌŽͲKĞƐƚĞ͕ ^Ƶů Ğ ^ƵĚĞƐƚĞ͘ Ă ƌĞŐŝĆŽ ^ƵĚĞƐƚĞ͕ ƐĞ ĚĞƐƚĂĐĂŵ ŽƐ 7]>0.24$/2$043(/2$/2$)&2$/0$\(70&.2F$/($".(7/0$QH2$!(=62$0$/2$d730.&2.$/2$043(/2$ ĚĞ ^ĆŽ WĂƵůŽ͘ Ɛ ŵşĚŝĂƐ ƉĂƌƟĐŝƉĂŶƚĞƐ ƐĆŽ͗ ds ĂďĞƌƚĂ Ğ ĨĞĐŚĂĚĂ͕ ƌĄĚŝŽ͕ ũŽƌŶĂů͕ ƌĞǀŝƐƚĂ͕ !"#$%&'()&

9&70>(F$ -=&(4$ 0$ 6&43(4F$ >?/&($ 0B30.&2.$ M2=3/22.F$ 5(&706F$ >2:&6&G.&2$ =.:(72F$ /&-&3(6$ ŽƵƚ ŽĨ ŚŽŵĞ Ğ ŵſǀĞůͿ Ğ /ŶƚĞƌŶĞƚ͘ ƚĂďĞůĂ Ğ ŐƌĄĮĐŽ ĂŶƚĞƌŝŽƌ ĚĞŵŽŶƐƚƌĂŵ ǀŝƐƵĂůŵĞŶƚĞ Ž ĚĞƐĞŵƉĞŶŚŽ ĚĂƐ ŵşĚŝĂƐ ĐŽŵ ĨĂƚƵƌĂŵĞŶƚŽ ĂďĂŝǆŽ ĚĂ ĐĂƐĂ ĚŽƐ ďŝůŚƁĞƐ ĚĞ ƌĞĂŝƐ͘ ŽŵŽ ĚĞŵŽŶƐƚƌĂ Ž ŐƌĄĮĐŽ Ă ƐĞŐƵŝƌ͕ ŽƐ ŝŶǀĞƐƟŵĞŶƚŽƐ Ğŵ ŵşĚŝĂ ĞǆƚĞƌŝŽƌ ĐŽƌƌĞƐƉŽŶĚĞŵ Ă ĂƉĞŶĂƐ Ϯ͕ϵй Ğ ŽƐ ƌĞůĂĐŝŽŶĂĚŽƐ ă ŝŶƚĞƌŶĞƚ͕ ϰ͕ϭй ĚĞ ƚŽĚŽ Ž ŝŶǀĞƐƟŵĞŶƚŽ Ğŵ ŵşĚŝĂƐ ƐĞŐƵŶĚŽ Ž ĐƌŝƚĠƌŝŽ /2$d730.>0&24A$

Cinema

0,4%

Guias e Listas

0,9%

Internet

4,1%

Jornal

12,4%

Mídia Exterior

2,9%

Rádio

4,2%

Revista

8,1%

Televisão

63,1%

TV por Assinatura 4,0% Total:

100,0% Fonte: Intermeios – Gráfico de participação de cada mídia em relação ao faturamento total do ano de 2009

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#73.0$/0E0>:.2$/0$+``e$0$/0E0>:.2$/0$+``gF$2$(9=>=6(/2$ ĚŽ ƚŽƚĂů ĚĞ ŝŶǀĞƐƟŵĞŶƚŽƐ Ğŵ ŵşĚŝĂ ĐƌĞƐĐĞƵ ĐĞƌĐĂ ĚĞ Ϯϴй͕ 5(44(7/2$/0$*fFW$5(.($++FV$:&6;D04$/0$.0(&4A$#7<=(732$&442F$ ŽƐ ŝŶǀĞƐƟŵĞŶƚŽƐ Ğŵ ŵşĚŝĂƐ ĞǆƚĞƌŝŽƌĞƐ ĐƌĞƐĐĞƌĂŵ ĚĞ ϲϰϬ͕ϰ 5(.($e^_Fg$>&6;D04$/0$.0(&4F$2$<=0$92..04527/0=$($>I/&924$ V$ 527324$ 50.9073=(&4F$ 'G$ <=0$ 428.0=$ =>($ <=0/($ :.=49($ 72$ ƉĞƌşŽĚŽ ĞŶƚƌĞ ϮϬϬϲ Ğ ϮϬϬϳ ʹ ŵŽŵĞŶƚŽ ŶŽ ƋƵĂů Ž ĨĂƚƵƌĂŵĞŶƚŽ /0450792=$0>$90.9($/0$*`W$>&6;D04$0$4I$@2632=$($9.0490.$073.0$ +``_$0$+``gF$9;0-(7/2$(2$5(3(>(.$9&3(/2F$92..04527/07/2$ Ă ƵŵĂ ƉĂƌƟĐŝƉĂĕĆŽ ĚĞ Ϯ͕ϵй ĚŽ ƚŽƚĂů͘ KƐ ŝŶǀĞƐƟŵĞŶƚŽƐ Ğŵ ŝŶƚĞƌŶĞƚ ĐƌĞƐĐĞƌĂŵ ǀĞƌƟŐŝŶŽƐŽƐ ϭϲϯй͕ ƉĂƌƟŶĚŽ ĚĞ ϯϲϭ͕ϯ 5(.($g^`FW$>&6;D04$/0$.0(&4F$5(44(7/2$($92..04527/0.$($WF*a$ ĚĂƐ ĨĂƟĂƐ ĚĞ ƉĂƌƟĐŝƉĂĕƁĞƐ͘ EĞƐƚĞ ƉĞƌşŽĚŽ ƚĂŵďĠŵ͕ ŽƐ ŝŶǀĞƐƟŵĞŶƚŽƐ Ğŵ ŐƵŝĂƐ Ğ ůŝƐƚĂƐ ĐĂşƌĂŵ ĐĞƌĐĂ ĚĞ ϯϳй͕ ũŽƌŶĂŝƐ ƟǀĞƌĂŵ ĐƌĞƐĐŝŵĞŶƚŽ ĚĞ ϭϲй͕ ƌĄĚŝŽƐ ĚĞ ϯϲй͕ ƌĞǀŝƐƚĂ ĚĞ ϭϰй͕ dsƐ ĚĞ ϯϭй͕ dsƐ ƉŽƌ ĂƐƐŝŶĂƚƵƌĂ /0$^^a$0$9&70>(4$/0$VWaA T$<=0$40$52/0$92796=&.$/&432$J$<=0F$(2$>04>2$30>52$0>$<=0$ 2$%&'()&$043G$&740.&/2$92>2$=>$5.043(/2.$/0$40.@&124$0>$=>$ ŵĞŝŽ ƋƵĞ ĂƉƌĞƐĞŶƚĂ Ž ŵĞŶŽƌ ĐƌĞƐĐŝŵĞŶƚŽ ĚŽƐ ŝŶǀĞƐƟŵĞŶƚŽƐ 0>$ >?/&(F$ 3(>:J>$ 043G$ &740.&/2$ 72$ <=0$ >(&4$ 9.0490=$ 0>$ (507(4$3.C4$(724A$#430$8(32$292..0$;GF$5062$>0724F$/0E$(724$ 0$ /0@0Z40$ X4$ 0>5.04(4$ 0$ (-C79&(4$ <=0$ :=49(>F$ 9(/($ @0E$ >(&4F$72@(4$82.>(4$/0$92>=7&9(1H2$(6J>$/(4$927@079&27(&4A$ ƵƚŽƌĞƐ ĐŽŵŽ 'ŝůůĞƐ >ŝƉŽǀĞƚƐŬǇ͕ Ğŵ ƐĞƵ ůŝǀƌŽ K /ŵƉĠƌŝŽ ĚŽ ĨġŵĞƌŽ͗ Ă DŽĚĂ Ğ ^ĞƵ ĞƐƟŶŽ ŶĂƐ ^ŽĐŝĞĚĂĚĞƐ DŽĚĞƌŶĂƐ$ Ğ ǇŐŵƵŶƚ ĂƵŵĂŶ Ğŵ sŝĚĂ ƉĂƌĂ Ž ŽŶƐƵŵŽ ʹ ƐĞŶĚŽ͕ Ž ƉƌŝŵĞŝƌŽ͕ ƉƌŽĨĞƐƐŽƌ ĚĞ ĮůŽƐŽĮĂ Ğ͕ Ž ƐĞŐƵŶĚŽ͕ ƐŽĐŝſůŽŐŽ ʹ͕ ĂŵďŽƐ ƵƟůŝǌĂĚŽƐ ĐŽŵŽ ƌĞĨĞƌġŶĐŝĂ ŶŽ ŵƵŶĚŽ ĚĂ ĐŽŵƵŶŝĐĂĕĆŽ͕ 'G$ /0807/0>$ 302.&(4$ /0$ 92>2$ 2$ 72@2$ 9274=>&/2.$ @0>$ 40$ 32.7(7/2$92>560B2$0$0B&-&7/2$>(&4$(3071H2$0$72@(4$82.>(4$ /0$(:2./(-0>F$'G$<=0$04304$043H2$4(3=.(/24$/0$40>5.0$40.0>$ ŝŵƉĂĐƚĂĚŽƐ Ğ ͞ƐĞĚƵǌŝĚŽƐ͟ ĚĂ ŵĞƐŵĂ ĨŽƌŵĂ ƉĞůĂ ƉƵďůŝĐŝĚĂĚĞ͘

+ 3.2 CONTEXTO MERCADOLÓGICO DO BIJARI

Y23(Z40$ <=0$ 2$ 4032.F$ 72$ <=(6$ 2$ -.=52$ 043.(3J-&92$ /2$ %&'()&$ ĞƐƚĄ ŝŶƐĞƌŝĚŽ͕ ĐŽƌƌĞƐƉŽŶĚĞ ĂŽ ^ĞƚŽƌ ĚĞ ŽůĞƟǀŽƐ ƌơƐƟĐŽƐ͖ =>$4032.$52=92$043.=3=.(/2F$40>$/(/24$<=0$50.>&3(>$4=($ ŵĞŶƐƵƌĂĕĆŽ ĚĞ ĨĂƚƵƌĂŵĞŶƚŽ͕ ƉĂƌƟĐŝƉĂĕĆŽ͕ ĞƚĐ͘ ŶƚƌĞƚĂŶƚŽ͕ Ž ŝŶŐƌĞƐƐŽ ĚŽƐ ĚŝǀĞƌƐŽƐ ' Ɛ ;'ƌƵƉŽƐ ƐƚƌĂƚĠŐŝĐŽƐͿ͕ ƋƵĞ ŽƌďŝƚĂŵ ĞƐƚĞ ƐĞƚŽƌ Ğŵ ĂƟǀŝĚĂĚĞƐ ĐŽŵĞƌĐŝĂŝƐ͕ Ġ ĂůŐŽ ƉŽƚĞŶĐŝĂů͕ ĂƐƐŝŵ 92>2$82&$2$9(42$/2$5.I5.&2$%&'()&A$ EĞƐƚĞ ƐĞƚŽƌ͕ ŽƌďŝƚĂŵ ĂůŐƵŶƐ ŐƌƵƉŽƐ ĞƐƚƌĂƚĠŐŝĐŽƐ ĚĞ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ ĐŽŵŽ ŽƐ ĚĞ ƚĞĂƚƌŽ͕ ĚĞ ĚĞƐŝŐŶĞƌƐF$ /0$ &730.@071D04$ ƵƌďĂŶĂƐ͕ ĞŶĮŵ͕ ŽƵƚƌŽƐ ŐƌƵƉŽƐ ĞƐƚƌĂƚĠŐŝĐŽƐ ƚĆŽ ŶŽǀŽƐ Ğ ƉŽƵĐŽ 043.=3=.(/24$<=(732$2$5.I5.&2$4032.$0$<=0$7H2$40.H2$8292$/0$ ĂŶĄůŝƐĞ ĂƋƵŝ͕ ũĄ ƋƵĞ ŶĆŽ ĂƉƌĞƐĞŶƚĂŵ ĂƟǀŝĚĂĚĞƐ ĐŽŵĞƌĐŝĂŝƐ .060@(7304$5(.($0430$!"#F$(3J$0430$>2>0732A$ K ŝũĂZŝ ĞƐƚĄ ŝŶƐĞƌŝĚŽ ŶŽ 'ƌƵƉŽ ƐƚƌĂƚĠŐŝĐŽ ĚĞ ŽůĞƟǀŽƐ

GE (Não-comercial) Coletivos Artísticos

GE Coletivos de designers

Coletivos de teatro

(Não-comercial)

Coletivos de intervenções urbanas

Coletivos Artísticos Multi-Atividades c/ foco comercial

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ƉĂƌƟƌ ĚĂƐ ŝŶĨŽƌŵĂĕƁĞƐ ƐŽďƌĞ Ă ƋƵĞŵ Ž ŝũĂZŝ ĚĞƐƟŶĂ ƐƵĂƐ ĂƟǀŝĚĂĚĞƐ͕ Ġ ƉŽƐƐşǀĞů ĚĞƐĞŶǀŽůǀĞƌ Ž ĞƐƋƵĞŵĂ ĚŽ ĐŽŶƚĞǆƚŽ ŵĞƌĐĂĚŽůſŐŝĐŽ ŽŶĚĞ Ž ĐŽůĞƟǀŽ ĞƐƚĄ ŝŶƐĞƌŝĚŽ͕ ŽƵ ƐĞũĂ͕ ŝĚĞŶƟĮĐĂƌ ƋƵĂů Ž ƐĞƚŽƌ Ğ ŐƌƵƉŽ ĞƐƚƌĂƚĠŐŝĐŽ ƋƵĞ ĞŶǀŽůǀĞŵ Ž %&'()&A$ ".=52$ 043.(3J-&92$ J$ =>$ 92790&32$ /0$ ŵĂƌŬĞƟŶŐ$ <=0$ 3.(/=E$ =>$ 927'=732$ /0$ 0>5.04(4F$ 50.307907304$ ($ =>$ >04>2$ ƐĞƚŽƌ ĚĞ ĂƟǀŝĚĂĚĞ͕ Ğ ƋƵĞ ĂĚŽƚĂŵ ŽƌŝĞŶƚĂĕƁĞƐ ĞƐƚƌĂƚĠŐŝĐĂƐ ƐĞŵĞůŚĂŶƚĞƐ Ğŵ ĨƵŶĕĆŽ ĚĞ ĚĞƚĞƌŵŝŶĂĚĂƐ ǀĂƌŝĄǀĞŝƐ͘ ƉĂƌƟƌ /&432F$30>24$2$40-=&730$04<=0>(N

Setor

Concorrência de 1º nível

Concorrência de 1º nível '()*+(

Concorrências de outros níveis Clientes e Concorrentes potenciais Agências de Publicidade Produtoras de Vídeo / Cinema

Clientes Coletivos Artísticos Emissoras de TV Empresas que queiram comunicar sua marca de uma forma inovadora Agências de Eventos Produtoras Musicais DJs

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ƌơƐƟĐŽƐ DƵůƟͲ ƟǀŝĚĂĚĞƐ ĐŽŵ &ŽĐŽ ŽŵĞƌĐŝĂů͕ ĚĞŶƚƌŽ ĚŽ ^ĞƚŽƌ ĚĞ ŽůĞƟǀŽƐ ƌơƐƟĐŽƐ͘ ƐƚĞ ŐƌƵƉŽ ĞƐƚƌĂƚĠŐŝĐŽ Ěŝǌ ƌĞƐƉĞŝƚŽ ĂŽ ĐŽŶũƵŶƚŽ ĚĞ ĐŽůĞƟǀŽƐ ƋƵĞ ĂƚƵĂŵ Ğŵ ĚŝĨĞƌĞŶƚĞƐ ĂƟǀŝĚĂĚĞƐ ĐŽŵ ĮŶƐ ĐŽŵĞƌĐŝĂŝƐ͕ ĐŽŵŽ Ž ŝũĂZŝ͕ ŵĂƐ ŶĆŽ ŶĞĐĞƐƐĂƌŝĂŵĞŶƚĞ Ğŵ ƚŽĚĂƐ ĂƐ ŵĞƐŵĂƐ ĂƟǀŝĚĂĚĞƐ Ğ ĚĂ ŵĞƐŵĂ ĨŽƌŵĂ͘ ƐƚĞ ŐƌƵƉŽ ĞƐƚƌĂƚĠŐŝĐŽ͕ ĂŽ ƋƵĂů Ž ĐŽůĞƟǀŽ ĨĂǌ ƉĂƌƚĞ͕ ĂŽ ŵĞƐŵŽ ƚĞŵƉŽ Ğŵ ƋƵĞ ĂƚĞŶĚĞ ĐĞƌƚŽƐ ƟƉŽƐ ĚĞ ĐůŝĞŶƚĞƐ͕ ƚĂŵďĠŵ ƉŽĚĞ ĐŽŵƉĞƟƌ ĐŽŵ ĂůŐƵŶƐ ĚĞůĞƐ͘ ŶĂůŝƐĂŶĚŽ Ž ƟƉŽ ĚĞ ĐŽŶĐŽƌƌġŶĐŝĂ <=0$52/0$292..0.$/&.03(>0730$92>$2$%&'()&F$30>Z40$24$40-=&7304$ 9(424N$

Agências de publicidade ƋƵĞ͕ ŵĞƐŵŽ ƐĞŶĚŽ ĐŽŶƚƌĂƚĂŶƚĞƐ ĚŽ ĐŽůĞƟǀŽ ƉĂƌĂ ƋƵĞ ĞƐƚĞ ĐƌŝĞ ŝĚĞŶƟĚĂĚĞƐ ǀŝƐƵĂŝƐ͕ #$-"#$ 0$ @&7;03(4F$ 52.$ 0B0>562F$ 3(>:J>$ ƉŽƐƐƵĞŵ ĐŽŵƉĞƚġŶĐŝĂƐ ƉĂƌĂ ĂƚĞŶĚĞƌ ͞ĞŵƉƌĞƐĂƐ ƋƵĞ ƋƵĞŝƌĂŵ ĐŽŵƵŶŝĐĂƌ ƐƵĂ ŵĂƌĐĂ ĚĞ ĨŽƌŵĂ ŝŶŽǀĂĚŽƌĂ͟ ŽƵ ͞ƉƌŽĚƵƚŽƌĂƐ ŵƵƐŝĐĂŝƐ͕͟ ĚĞƐƚĂ ĨŽƌŵĂ ƐĞ ƚŽƌŶĂŶĚŽ ĐŽŶĐŽƌƌĞŶƚĞƐ ĚŝƌĞƚŽƐ ĚĞƐƚĞƐ ĐŽůĞƟǀŽƐ Ğŵ ĚĞƚĞƌŵŝŶĂĚĂƐ ĂƟǀŝĚĂĚĞƐ͖

Produtoras de vídeo / cinema <=0$ 3(732$ 52/0>$ 30.90&.&E(.$ 5.2/=1D04$ /0$ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$ 0$ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ ĐŽŵŽ ĞůĂƐ ŵĞƐŵĂƐ ĂƚƵĂƌĞŵ ŶŝƐƚŽ͕ ĂůĠŵ ĚĞ͕ 0@073=(6>0730F$ 52/0.0>$ 9.&(.$ =>$ 3.(:(6;2$ /0$ @?/024$ 5.27324$ ƉĂƌĂ :Ɛ͕ ĨĂǌĞŶĚŽ ĐŽŵ ƋƵĞ ĞƐƚĞ ŶĞŵ ĚĞƉĞŶĚĂ ĚĞ Ƶŵ s:͘ K ŐƌĂŶĚĞ ŵŽƟǀŽ ĚĞ ĞǆƉŽƌ ĂƌŐƵŵĞŶƚŽƐ ŚŝƉŽƚĠƟĐŽƐ ĐŽŵŽ ŽƐ ĞǆĞŵƉůŽƐ ĂĐŝŵĂ Ġ ƉŽƌ ĐŽŶƚĂ ĚĞ ƐĞƌĞŵ ƟƉŽƐ ĚĞ ĂƟǀŝĚĂĚĞƐ ŵƵŝƚŽ .0907304F$<=0$(&7/($7H2$40-=0>$=>($.0-.($0$70>$(5.04073(>$ /(/24$4I6&/24$/0$>0.9(/2A$L2>2$'G$92>073(/2$(730.&2.>0730F$ ($82.>($/0$40$07307/0.$2$92730B32$/0$27/0$2$%&'()&$043G$&740.&/2$ Ġ ĨĂǌĞŶĚŽ Ă ĐŽůĞƚĂ ĚĞ ŝŶĨŽƌŵĂĕƁĞƐ ĚŽ ƉƌſƉƌŝŽ ĐŽůĞƟǀŽ Ğ ĚĞ 2:40.@(1D04$ /0$ 92>52.3(>07324$ /24$ 40=4$ 96&07304F$ 07<=(732$ 0>5.04(4$927;09&/(4$0$5.0407304$7($>?/&(A$ e+

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+ 3.3 CONCORRÊNCIA DO BIJARI ŶƚĞƐ ĚĞ ĚĂƌ ĐŽŶƟŶƵŝĚĂĚĞ ă 40->073(1H2$ /($ 92792..C79&($ 0$ ĚĞĮŶŝĕĆŽ ĚŽƐ ŶşǀĞŝƐ͕ ĚĞǀĞͲƐĞ ůĞǀĂƌ Ğŵ ĐŽŶƚĂ ĂůŐƵŶƐ ƟƉŽƐ ĚĞ ƉƌŽũĞƚŽƐ ĚŽ ŝũĂZŝ ĐŽŵŽ͕ ƉŽƌ ĞǆĞŵƉůŽ͕ Ž ͞EĂƚƵƌĞǌĂ hƌďĂŶĂ ηϮ ʹ /^<DK />/ ͘͟ ƐƚĞ 82&$ >(&4$ =>$ /04/2:.(>0732$ /($ 4J.&0$ /0$ (1D04$ /0$ &730.@071D04$ =.:(7(4$ ͞EĂƚƵƌĞǌĂ hƌďĂŶĂ͟ Ğ ĐŽŶƐŝƐƟƵ Ğŵ 9(1(>:(4$ /0$ 073=6;2$ @(E&(4$ =4(/(4$ 5(.($ 92>52.3(.$ 56(73(4$ 0$ 40.0>$ ĂƌƟƐƟĐĂŵĞŶƚĞ ŵŽĚŝĮĐĂĚĂƐ ƉŽƌ ŵĞŝŽ /0$ 5&73=.(4A$ ,2$ 6&-(.F$ -.(3=&3(>0730F$ 5(.($ =>$ 7]>0.2$ /0$ 30608270$ 7($ 9(1(>:(F$ 0.($ 5244?@06$ 049=3(.$ 2$ DĂŶŝĨĞƐƚŽ ŝƐŬ DŽďŝůŝĚĂĚĞ͕ ƋƵĞ 8(6(@($ 42:.0$ /0407@26@&>0732$ (6&(/2$ X$ 92749&C79&($ 0926I-&9(A$ T$ 92790&32$ /043(4$ 9(1(>:(4$ 0.($ 2$ /0$ 40.0>$ '(./&74$ >I@0&4$ 7($ 9&/(/0$ /0$ QH2$ !(=62A$#430$5.2'032$82&$92790:&/2$5062$ ŝũĂZŝ͕ ƉĞůŽ ĐŽůĞƟǀŽ dƵƉŝŶĆŽĚĄ Ğ ƉĞůŽ (.<=&3032$ \24J$ Q=:0.2F$ 2$ <=0$ >243.($ ĂƐ ƉŽƐƐŝďŝůŝĚĂĚĞƐ ĚĞ Ƶŵ ĐŽůĞƟǀŽ ƐĞ .06(9&27(.$92>$2=3.2$0>$=>($3.29($/0$ 92>503C79&(4A

Caçambas artisticamente modificadas pelas pinturas expostas no vão livre do MASP, na Av. Paulista.

As mesmas caçambas expostas com as plantas no interior remetendo aos “jardins móveis” da cidade.

#43(4$5244&:&6&/(/04$/&E0>$.0450&32F$ 5.&79&5(6>0730F$ (2$ .04=63(/2$ /($ (7G6&40$ 92>:&7(3I.&($ <=0$ J$ ƉŽƐƐşǀĞů ĨĂǌĞƌ ĞŶƚƌĞ ĂƐ ĂƟǀŝĚĂĚĞƐ ƋƵĞ Ž ŝũĂZŝ ĞǆĞƌĐĞ͕ Ă ƋƵĂŶƟĚĂĚĞ /0$523079&(&4$96&07304$<=0$0B&430>$ 0$ (4$ 82.>(4$ /0$ (:2./(-074$ 0>$ 9(/($5.2'032A$ T=3.2$ 9(42$ 82&$ /($ 5(.90.&($ 073.0$ ŝũĂZŝ Ğ Ă ŝĂ͘ dĞĂƚƌĂů EĂƵ ĚĞ n9(.24$ 92>$ 2$ ŵĂƉƉŝŶŐ$ 0$ @?/02Z ĐĞŶŽŐƌĂĮĂ ƉƌŽĚƵǌŝĚŽƐ ƉĂƌĂ Ž ĞǀĞŶƚŽ ͞DĞƌŐƵůŚĞ ŶŽ ^ Z ^W͕͟ .0(6&E(/2$ 5(.($ 2$ 6(71(>0732$ /2$ 72@2$52.3(6$/0$0>5.007/0/2.&4>2$ ĚĂ ĞŶƟĚĂĚĞ Ğŵ ŽƵƚƵďƌŽ ĚĞ ϮϬϭϬ͘ K2.(>$ 80&3(4$ 9(53(1D04$ /0$ @?/024$ ĚĞ ĐŽƌĞŽŐƌĂĮĂƐ ĚŽ ŐƌƵƉŽ ĚĞ ƚĞĂƚƌŽ Ă Įŵ ĚĞ ƐĞƌĞŵ ƵƐĂĚĂƐ ŶŽƐ ǀşĚĞŽƐ 5.2'03(/24$ 7($ 8(90$ 5.&79&5(6$ /2$ D ^W ʹ ĞƐƚĞ ŵĂƉƉŝŶŐ$292..0=$0>$ =>($ <=(.3(Z80&.($ 72$ ;2.G.&2$ /0$ >(&2.$ >2@&>0732$ /($ ,@A$ !(=6&43(N$ 073.0$*g;$0$++;b$(6J>$/060F$($(1H2$ 92732=$ 92>$ =>($ (5(.06;(-0>$ /0$ 42>$ /0$ (63($ 523C79&($ 5(.($ (>:&073(.$ 32/($ ($ (5.04073(1H2$ 92>$ 4274$ .06(9&27(/24$ X4$ ŝŵĂŐĞŶƐ ʹ Ğ ĐŽŵŽ ǀşĚĞŽͲĐĞŶĄƌŝŽ /2$ 5(692$ 92>$ 50.82.>(790$ (2$ @&@2$ &730.(-&7/2$ 92>$ ($ @?/02Z ĐĞŶŽŐƌĂĮĂ͘

Trecho da apresentação ao vivo dos atores interagindo com o próprio vídeo-cenário no palco

Vídeo-cenário, com o tema “oceano”, presente no palco do auditório do MASP durante todo o evento.

Trecho onde apareciam personagens de empresários (atores da cia. teatral) como se estivessem mergulhando.

Trecho do mapping, feito na fachada do MASP, onde mostrava um navio petroleiro passando e se ouvia sua buzina.

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^ŝŵƵůƚĂŶĞĂŵĞŶƚĞ Ă ĞƐƚĂƐ ƉĂƌĐĞƌŝĂƐ͕ ŽƐ ĐŽůĞƟǀŽƐ ƋƵĞ ƐĆŽ ŵĂŶƟĚŽƐ ƉĞůŽƐ ŝŶǀĞƐƟŵĞŶƚŽƐ ĚŽƐ ƉƌſƉƌŝŽƐ ĂƌƟƐƚĂƐ͕ ĂĐĂďĂŵ 407/2$07B0.-(/24$92>2$523079&(&4$92792..07304$/2$52732$/0$ @&43($/2$ŵĂƌŬĞƟŶŐA$d432$52.<=0F$(44&>$92>2$2$5.I5.&2$%&'()&$ ŐĂŶŚŽƵ ŶŽƚŽƌŝĞĚĂĚĞ ŶŽ ŵĞŝŽ ĐŽƌƉŽƌĂƟǀŽ͕ ŽƵƚƌŽƐ ĐŽůĞƟǀŽƐ ĐŽŵ ŶŽǀĂƐ ƉƌŽƉŽƐƚĂƐ ƚĂŵďĠŵ ƉŽĚĞŵ ͞ĚĞƐĐŽďƌŝƌ͟ Ž ƋƵĂŶƚŽ ĞƐƚĞ ƐĞŐŵĞŶƚŽ ĚĞ ͞ƉƌŽĚƵĕƁĞƐ ŝŶŽǀĂĚŽƌĂƐ ĚĞ ĐŽŵƵŶŝĐĂĕĆŽ ǀŝƐƵĂů͟ J$ 523079&(6>0730$ .073G@06$ 0$ (3.(0730$ /&(730$ /(4$ 307/C79&(4$ (3=(&4$/0$92>=7&9(1H2A$ ĞƐƚĞ ŵŽĚŽ͕ Ă ĂŶĄůŝƐĞ ĚĂ ĐŽŶĐŽƌƌġŶĐŝĂ ƉĂƌĂ ĞƐƚĞ W' Ġ 40->073(/($0>$<=(3.2$7?@0&4F$92782.>0$2$04<=0>($($40-=&.N

Primeiro Nível

ʹ ĐŽůĞƟǀŽƐ ĐŽŵĞƌĐŝĂŝƐ ĐŽŵ ĂƟǀŝĚĂĚĞƐ >(&4$5.IB&>(4$X4$<=0$2$%&'()&$5244=&A$T$#43]/&2$!.032$0$%.(792$ Ğ Ž ^ƵƉĞƌ hďĞƌ͕ ĂƚĠ Ž ŵŽŵĞŶƚŽ͕ ƐĆŽ ĐŽŶƐŝĚĞƌĂĚŽƐ ƉĞůŽƐ 4I9&24$ 0$ 506($ 9274=632.&($ 92>2$ 24$ /2&4$ 5.&79&5(&4A$ #4304$ 4H2$ 9274&/0.(/24$ 92792..07304$ /0$ 5.&>0&.2$ 7?@06F$ 52&4$ (3=(>$ 72$ ŵĞƌĐĂĚŽ ĐŽƌƉŽƌĂƟǀŽ Ğ Ğŵ ǀĄƌŝĂƐ ĂƟǀŝĚĂĚĞƐ Ğŵ ƋƵĞ Ž ŝũĂZŝ 3(>:J>$(3=(A

Estúdio Preto & Branco T$ #43]/&2$ !.032$ 0$ %.(792$ 4=.-&=$ 0>$ *gf_F$ 307/2$ 92>2$ ŽďũĞƟǀŽ Ă ĂƚƵĂĕĆŽ ŶŽ ŵĞƌĐĂĚŽ ĚĞ ĨŽƚŽŐƌĂĮĂ͕ ĐŝŶĞŵĂ Ğ ĚĞŵĂŝƐ ůŝŶŐƵĂŐĞŶƐ ĂƵĚŝŽǀŝƐƵĂŝƐ͘ ƚƵĂůŵĞŶƚĞ͕ Ă ĞŵƉƌĞƐĂ ĚĞ ƉĞƌĮů ŝŶŽǀĂĚŽƌ͕ ĨŽĐĂĚŽ ŶŽ ĂƉĞůŽ ǀŝƐƵĂů Ğ ŝŶƚĞƌĂƟǀŽ͕ ĞƐƚĄ ƐŝƚƵĂĚĂ ŶŽ :(&..2$ /($ S&6($ Y2@($ L2790&1H2$ 0$ 4=(4$ 5.2/=1D04$ 07@26@0>$ ǀşĚĞŽƐͲĐĞŶĄƌŝŽƐ͕ ŝŶƐƚĂůĂĕƁĞƐ ŝŶƚĞƌĂƟǀĂƐ Ğ ŶŽǀŽƐ ŵĠƚŽĚŽƐ ĚĞ 5.2'01H2A$ ĂƐƐŽĐŝĂĕĆŽ ĂŽ / KD ;/ŶƚĞƌŶĂƟŽŶĂů ŽƵŶĐŝů ŽĨ DƵƐĞƵŶƐͿ Ğ ĂŽ s/ KD ; ŽŵŝƚĞĞ ĨŽƌ ƵĚŝŽǀŝƐƵĂů ĂŶĚ /ŵĂŐĞ ĂŶĚ ^ŽƵŶĚ EĞǁ dĞĐŚŶŽůŽŐŝĞƐͿ ƉĞƌŵŝƚĞ ƋƵĞ Ž ĞƐƚƷĚŝŽ ƚĞŶŚĂ ƵŵĂ ďŽĂ ƌĞƉƵƚĂĕĆŽ ŶŽ ŵĞƌĐĂĚŽ ŶĂĐŝŽŶĂů Ğ ŝŶƚĞƌŶĂĐŝŽŶĂů͕ ŽŶĚĞ ƉĂƌƟĐŝƉĂ ĚĞ ĨĞƐƟǀĂŝƐ͕ ǁŽƌŬƐŚŽƉƐ Ğ ĐŽŶŐƌĞƐƐŽƐ͕ ƉƌŽŵŽǀĞŶĚŽ Ă ƉĞƐƋƵŝƐĂ Ğ eW

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Concorrentes de 1º nível (concorrência direta)

Concorrentes de 2º nível

Concorrentes de 3º nível

Concorrentes de 4º nível

/0407@26@&>0732$/0$72@(4$82.>(4$/0$92>=7&9(1H2A$ T$ -.=52$ /24$ 4I9&24$ [=&E$ /0$ K.(792$ Y032F$ P(=.&9&2$ K0.7(7/04$ !A$ P2.0&.(F$ P(.6&40$ ".0&90$ l&06&7-$ 0$ P=.&62$ L060:.270$ 'G$ 92609&27($ 90.9($ /0$ 2&32$ 5.C>&24F$ 3(732$ 7(9&27(&4$<=(732$&730.7(9&27(&4$0$4=($9(.306($/0$96&07304$ ŝŶĐůƵŝ͗ ǀŽŶ͕ ĂŶĐŽ ZĞĂů͕ Θ ͕ ŽĐĂͲ ŽůĂ͕ ĂŶŽŶĞ͕ & W͕ &ƵŶĚĂĕĆŽ ZŽďĞƌƚŽ DĂƌŝŶŚŽ͕ ,^ ͕ K ŽƟĐĄƌŝŽ͕ WŚŝůŝƉƐ͕ ZĞĚ Ƶůů͕ ^ĆŽ WĂƵůŽ &ĂƐŚŝŽŶ tĞĞŬ͕ ^ĂŵƐƵŶŐ͕ ^ĂŶƚĂŶĚĞƌ ƵůƚƵƌĂů͕ ^ŝĞŵŝĞŶƐ͕dŽǇŽƚĂ͕ hŶŝůĞǀĞƌ͕ sŝǀŽ Ğ tŚŝƌůƉŽŽů͘ L2>2$82.>($/0$/&@=6-(1H2F$2$#43]/&2$!.032$o$%.(792$5244=&$ =>$4&30F$72$<=(6$/&4527&:&6&E($(>243.(4$/24$40=4$3.(:(6;24F$ ĨŽƚŽƐ Ğ ǀşĚĞŽƐ͘ ,Ą ƚĂŵďĠŵ Ƶŵ ĐĂŶĂů ŶŽ zŽƵdƵďĞ ;ǁǁǁ͘ ǇŽƵƚƵďĞ͘ĐŽŵͬƵƐĞƌͬĞƐƚƵĚŝŽƉďͿ͕ ŽŶĚĞ ĞƐƚĄ ĚŝƐƉŽŶŝďŝůŝǌĂĚŽ 92730]/24$5.2/=E&/24$52.$0604$0$92:0.3=.(4$/0$(>243.(4$ /2$-.=52A$

SuperÜber T$ Q=50.p:0.$ 82&$ 8=7/(/2$ 506($ /04&-70.$ [&(7($ %.(E&6F$ 2$ 07-07;0&.2$ 0603.h7&92$ )=44$ )&@0$ 0$ 2$ (.<=&3032$ P(.9062$ !27304$ 0F$ (3=(6>0730F$ 5244=&$ =>($ =7&/(/0$ 72$ )&2$ /0$ \(70&.2$0$2=3.($0>$QH2$!(=62A K ĐŽůĞƟǀŽ ƉŽƐƐƵŝ Ƶŵ ƉĞƌĮů ƐŝŵŝůĂƌ ĂŽ ĚŽ ŝũĂZŝ͕ ƉŽŝƐ ƚĞŵ Ž ŽďũĞƟǀŽ ĚĞ ĂƚƵĂƌ ĐŽŵŽ Ƶŵ ĂƚĞůŝġ ĐƌŝĂƟǀŽ͕ ĞŶƋƵĂŶƚŽ 4&>=63(70(>0730$ :=49($ 2$ /0407@26@&>0732$ /0$ 72@(4$ ĨŽƌŵĂƐͬ ƚĞĐŶŽůŽŐŝĂƐ ĚĞ ĐŽŵƵŶŝĐĂĕĆŽ͘ ƵŶŝĆŽ ĚŽƐ 30>(4$ (.30F$ 3097262-&(F$ 9=63=.($ 0$ /04&-7$ 043H2$ 40>5.0$ 5.0407304$ 0>$ 40=4$ 3.(:(6;24$ 0$ 7(4$ 9(30-2.&(4$ 0>$ <=0$ ĂƚƵĂŵ͗ ĞǆƉŽƐŝĕƁĞƐ͕ ĞǀĞŶƚŽƐ Ğ ĨĞƐƟǀĂŝƐ ʹ ƉƌŽĚƵĕĆŽ ĚĞ ŝŶƐƚĂůĂĕƁĞƐ ŵƵůƟŵşĚŝĂ Ğ ŝŶƚĞƌĂƟǀĂƐ͕ ƉƌŽũĞĕƁĞƐ͕ ĂŶŝŵĂĕƁĞƐ Ğ ĐĞŶŽŐƌĂĮĂ ʹ͕ ĐŽŵĞƌĐŝĂů ĞĚƵĐĂĐŝŽŶĂů ʹ ƉƌŽũĞƚŽƐ ƋƵĞ ǀŝƐĂŵ

ĞĚƵĐĂƌ Ž ƉƷďůŝĐŽ ĂƚƌĂǀĠƐ ĚĂ ŝŶƚĞƌĂƟǀŝĚĂĚĞ ĚĞ ŝŶƐƚĂůĂĕƁĞƐ ŵƵůƟŵşĚŝĂ͕ ĐŽŵŽ =>$5(&706$4074?@06$(2$32<=0F$<=0$&730.(-0$92>$2$96&0730$72$52732$/0$@07/(F$ ŵŽƐƚƌĂŶĚŽ ƉƌŽĚƵƚŽƐ Ğ ŝŶĨŽƌŵĂĕƁĞƐ ƐŽďƌĞ ĞůĞƐ ʹ͕ ƉĞƌĨŽƌŵĂŶĐĞƐ͕ ĂŶŝŵĂĕĆŽ 0$@?/02$0$&743(6(1D04A T$ Q=50.p:0.$ 'G$ .0(6&E2=$ 5.2'0324$ 5(.($ 96&07304$ .072>(/24F$ 92>2$ L6(.2F$ ŽĐĂͲ ŽůĂ͕ ƵĚŝ͕ &ƵŶĚĂĕĆŽ ZŽďĞƌƚŽ DĂƌŝŶŚŽ͕ d/D͕ ƐƚĂĚĆŽ͕ ,ĂǀĂŝĂŶĂƐ͕ Kŝ͕ D D͕ WĞƚƌŽďƌĄƐ͕ ^ĆŽ WĂƵůŽ &ĂƐŚŝŽŶ tĞĞŬ͕ sŝǀŽ͕ & W͕ sĂůĞ͕ Ğ ŵďƌĂƚĞů͘ ĐŽŵƵŶŝĐĂĕĆŽ ĚŽ ĐŽůĞƟǀŽ Ġ ĨĞŝƚĂ ĚĞ ĨŽƌŵĂ ĞƐƉŽŶƚąŶĞĂ ŶĂ ŵĂŝŽƌŝĂ ĚĂƐ ǀĞǌĞƐ͕ ĂůĠŵ ĚĞ ƉŽƐƐƵŝƌ ƉĞƌĮƐ Ğŵ ƌĞĚĞƐ ƐŽĐŝĂŝƐ ĐŽŵŽ &ĂĐĞďŽŽŬ͕ dǁŝƩĞƌ ;Λ ^ƵƉĞƌhďĞƌͿ Ğ sŝŵĞŽ*^ ;ǁǁǁ͘ǀŝŵĞŽ͘ĐŽŵͬƐƵƉĞƌƵďĞƌͿ͘ dĂŵďĠŵ ŚĄ Ƶŵ ďůŽŐ 27/0$4H2$/&4527&:&6&E(/(4$>(&4$&782.>(1D04$42:.0$40=4$3.(:(6;24F$ĐůŝƉƉŝŶŐ$ ĚĞ ŶŽơĐŝĂƐ͕ ĂůŐƵŶƐ ǀşĚĞŽƐ ĚŽƐ ƉƌŽũĞƚŽƐ ǀŝƐƵĂŝƐ Ğ ĨŽƚŽƐ͘

Segundo Nível –

ĐŽůĞƟǀŽƐ ĐŽŵĞƌĐŝĂŝƐ Ğ ĂƌƟƐƚĂƐ Ğŵ ŐĞƌĂů ƋƵĞ ĂƚƵĂŵ ŶŽ ŵĞƌĐĂĚŽ ĐŽƌƉŽƌĂƟǀŽ Ğ͕ Ğŵ ƉĞůŽ ŵĞŶŽƐ͕ ƵŵĂ ĚĂƐ ĂƟǀŝĚĂĚĞƐ Ğŵ ƋƵĞ Ž ŝũĂZŝ ƚĂŵďĠŵ ĂƚƵĂ͘ ŽŵŽ ĞǆĞŵƉůŽ͕ ƉŽĚĞ ƐĞƌ ĐŝƚĂĚŽ Ž ĂƌƟƐƚĂ DƵƟ )(7/265;N

Muti Randolph Ž ĐŽŶƚƌĄƌŝŽ ĚŽƐ ĚĞŵĂŝƐ ĐŽŶĐŽƌƌĞŶƚĞƐ ŝĚĞŶƟĮĐĂĚŽƐ͕ DƵƟ ZƵĚŽůƉŚ ŶĆŽ Ġ ƵŵĂ ƉĞƐƐŽĂ ũƵƌşĚŝĐĂ Ğ ƚƌĂďĂůŚĂ ƉŽƌ ĐŽŶƚĂ ƉƌſƉƌŝĂ͘ ƚƵĂůŵĞŶƚĞ͕ Ž ĂƌƟƐƚĂ ƚƌĂďĂůŚĂ ĐŽŵ ŝŶƷŵĞƌŽƐ ƟƉŽƐ ĚĞ ƉƌŽũĞƚŽƐ͕ ĚĞƐĚĞ ƉƌŽũĞƚŽƐ ĐŽŵĞƌĐŝĂŝƐ ĚĞ ĚĞƐŝŐŶ͕$ ŝůƵƐƚƌĂĕƁĞƐ͕ ƉƌŽũĞƚŽƐ ƉĞƐƐŽĂŝƐ͕ ĐĞŶŽŐƌĂĮĂƐ Ğ ĂƌƋƵŝƚĞƚƵƌĂ ĚĞ ĂŵďŝĞŶƚĞƐ͘ ^ĞƵ ƚƌĂďĂůŚŽ ŵĂŝƐ ƌĞůĞǀĂŶƚĞ ĨŽŝ Ă ĐƌŝĂĕĆŽ ĚĂ ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů ƉĂƌĂ Ž ĄůďƵŵ ͞KƐ ĆĞƐ >ĂĚƌĂŵ DĂƐ Ă ĂƌĂǀĂŶĂ EĆŽ WĄƌĂ͕͟ ĚĂ ďĂŶĚĂ ďƌĂƐŝůĞŝƌĂ WůĂŶĞƚ ,ĞŵƉ͕ ĂůĠŵ ĚĂ ƉƌŽũĞĕĆŽ ĚĞ ĐĞŶŽŐƌĂĮĂ ƉĂƌĂ ŽƐ ƐŚŽǁƐ /($3=.7CA ĞƐĚĞ ĞŶƚĆŽ͕ Ă ƉƌŽĐƵƌĂ ƉŽƌ ƐĞƵƐ ƐĞƌǀŝĕŽƐ ŶĆŽ ƉĂƌŽƵ ĚĞ ĐƌĞƐĐĞƌ Ğ DƵƟ )(7/265;$32.72=Z40$.0927;09&/2$72$>0.9(/2$0$(/<=&.&7/2$=>($9(.306($/0$ ĐůŝĞŶƚĞƐ ĐŽŵ ŐƌĂŶĚĞƐ ĞŵƉƌĞƐĂƐ Ğ ŵĂƌĐĂƐ ĚĞ ƌĞŶŽŵĞ ĐŽŵŽ ŝĞƐĞů͕ ƵĚŝ͕ ^W&t͕ ŽůĐĐŝ͕ >ƵůƵ ^ĂŶƚŽƐ Ğ Dds͘ WŽƌ ŵĞŝŽ ĚŽ ďŽĐĂͲĂͲďŽĐĂ͕ Ž ĂƌƟƐƚĂ ƉƀĚĞ

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Lobo Filmes

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Vídeo para a Coca-Cola

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Vídeo para o projeto SWU – Starts With You

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Quarto Nível

ʹ ƌĞƉƌĞƐĞŶƚĂ Ă ďĂƐĞ ĚĂ ƉŝƌąŵŝĚĞ͖ ĂŽ ŵĂŝƐ ĂŵƉůŽ Ğ ĚĞ ĚŝİĐŝů ŵĞŶƐƵƌĂĕĆŽ ƋƵĞ Ġ Ž ĚŽƐ ĚĞŵĂŝƐ ĐŽůĞƟǀŽƐ ĐŽŵ ƉŽƚĞŶĐŝĂŝƐ ĐŽŵĞƌĐŝĂŝƐ͗ ŽƐ ĐŽůĞƟǀŽƐ ƋƵĞ͕ ĂƐƐŝŵ ĐŽŵŽ Ž ŝũĂZŝ͕ ƉŽĚĞŵ ŶĆŽ ƚĞƌ ƌĞƉƌĞƐĞŶƚĂƟǀŝĚĂĚĞ ŶŽ ŵĞƌĐĂĚŽ ŚŽũĞ Ğŵ ĚŝĂ͕ >(4$<=0$52/0>$5(44(.$($30.$(5I4$=>$50.?2/2$0>$<=0$-(7;(.$ @&4&:&6&/(/0$0$9;(>(.$($(3071H2$/0$9273.(3(7304$0>5.04(.&(&4A

Mapping no Pão de Açúcar – RJ

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Piso Interativo Ͳ hŵĂ ƉƌŽũĞĕĆŽ ŶŽ ƉŝƐŽ͕ ƌĂƐƚƌĞĂĚĂ ƉŽƌ ƐĞŶƐŽƌĞƐ ŝŶĨƌĂǀĞƌŵĞůŚŽ ƋƵĞ ĐĂƉƚĂŵ Ğ ĂƟǀĂŵ ĂƐ ĂŶŝŵĂĕƁĞƐ ƉƌŽũĞƚĂĚĂƐ ĚĞ ĂĐŽƌĚŽ ĐŽŵ Ž ŵŽǀŝŵĞŶƚŽ ĚĂƐ 50442(4$<=0$9(>&7;(>$42:.0$($&>(-0>A

Virtual Power

Z$ ,$ &>(-0>$ /(4$ 50442(4$ J$ 9(53(/($ 0$ 5.29044(/($ 52.$ =>$ ƐŽŌǁĂƌĞ$/0$.0927;09&>0732$/0$>2@&>07324$<=0$50.>&30$($&730.(1H2$92>$32/2$ ƟƉŽ ĚĞ ĐŽŶƚĞƷĚŽ ĚŝŐŝƚĂů ƉĞƌƐŽŶĂůŝǌĂĚŽ͘

B-Table Ͳ hŵĂ ŵĞƐĂ ĐŽŵ ƵŵĂ ƉƌŽũĞĕĆŽ ƋƵĞ ƌĞĂŐĞ Ă ƋƵĂůƋƵĞƌ ĞůĞŵĞŶƚŽ İƐŝĐŽ 2=$>2@&>0732$.0(6&E(/2$42:.0$06(A$L2>$32/24$24$0<=&5(>07324$&743(6(/24$0>$ 40=$&730.&2.F$52/0$40.$>273(/($0>$<=(6<=0.$82.>(32$92>2$:(69H2$/0$:(.F$4(6($/0$ .0=7&D04F$3(:=60&.2$/0$'2-2F$039A

Interactive Blend

Ͳ hŵĂ ƚĞĐŶŽůŽŐŝĂ ŝŶŽǀĂĚŽƌĂ ƋƵĞ ƉĞƌŵŝƚĞ Ă ĮůŵĂŐĞŵ 0$2$.0927;09&>0732$/0$4?>:2624A$,$&>(-0>$J$5.29044(/($52.$=>$ƐŽŌǁĂƌĞ$<=0$ ƌĞĐŽŶŚĞĐĞ ŽƐ ƐşŵďŽůŽƐ Ğ ŝŶƐĞƌĞ ĂŶŝŵĂĕƁĞƐ ϯ ͕ ǀşĚĞŽƐ Ğ ĄƵĚŝŽƐ Ğŵ ĮůŵĂŐĞŶƐ ĚĞ (>:&07304$0$50442(4A

Personagem Virtual

ʹ ZĞĐĞƉĐŝŽŶŝƐƚĂƐ͕ ŵĞƐƚƌĞƐ ĚĞ ĐĞƌŝŵƀŶŝĂ͕ ŝŶƐƟƚƵĐŝŽŶĂŝƐ͕ ĞƚĐ͘ WĞƌƐŽŶĂŐĞŶƐ ŵŽĚĞůĂĚŽƐ Ğŵ ϯ ĂƉƌĞƐĞŶƚĂĚŽƐ Ğŵ Ƶŵ ƐŽŌǁĂƌĞ$ /0$4&79.27&($6(:&(6$<=0$50.>&30$<=0$=>($50442($.0(6$/=:60$0$9273.260$32/24$24$ ŵŽǀŝŵĞŶƚŽƐ͕ ĞƐƚĂďĞůĞĐĞŶĚŽ Ƶŵ ĚŝĄůŽŐŽ ŇƵĞŶƚĞ Ğ ĄŐŝů ĐŽŵŽ ƐĞ Ž ƉƷďůŝĐŽ ĞƐƟǀĞƐƐĞ .0(6>0730$927@0.4(7/2$92>$2$50.427(-0>A

Holosystem

Ͳ hŵĂ ƚĞůĂ ĚĞ ƉƌŽũĞĕĆŽ ƚƌĂŶƐƉĂƌĞŶƚĞ ƋƵĞ ƌĞŇĞƚĞ ŝŵĂŐĞŶƐ Ğŵ ĂůƚĂ ƌĞƐŽůƵĕĆŽ ĐŽŵŽ ƐĞ ĞůĂƐ ĞƐƟǀĞƐƐĞŵ ƐĞŶĚŽ ƉƌŽũĞƚĂĚĂƐ ŶŽ Ăƌ͕ ŝŶƐĞƌŝŶĚŽ ƉĞƐƐŽĂƐ͕ ĂŶŝŵĂĕƁĞƐ Ğ ĞůĞŵĞŶƚŽƐ ŐƌĄĮĐŽƐ Ğŵ ĂŵďŝĞŶƚĞƐ ƌĞĂŝƐ͘

Cinema 4D

Ͳ ŵĞƐŵĂ ƚĞĐŶŽůŽŐŝĂ ĚĞ ŝŶĞŵĂ ϯ ĚŽƐ ŐƌĂŶĚĞƐ ƉĂƌƋƵĞƐ ƚĞŵĄƟĐŽƐ͕ ĂůŝĂĚĂ Ă ĞůĞŵĞŶƚŽƐ ƐĞŶƐŽƌŝĂŝƐ ĐŽŵŽ ǀĞŶƚŽ͕ ĂƌŽŵĂƐ͕ ĨƵŵĂĕĂ͕ ƐĞŶƐĂĕƁĞƐ ƚĠƌŵŝĐĂƐ Ğ İƐŝĐĂƐ͘

Games Ͳ WƌŽŵŽĐŝŽŶĂŝƐ͕ ŝŶƐƟƚƵĐŝŽŶĂŝƐ͕ ƚƌĞŝŶĂŵĞŶƚŽ͕ ĞƚĐ͘ dŽĚŽ ƟƉŽ ĚĞ ĐŽŶƚĞƷĚŽ ƉŽĚĞ ƐĞƌ ƚƌĂŶƐŵŝƟĚŽ ĚĞ ĨŽƌŵĂ ůƷĚŝĐĂ Ğ ĂƚƌĂƟǀĂ͘ YƵĂŶƚŽ ŵĂŝŽƌ Ž ĞŶƚƌĞƚĞŶŝŵĞŶƚŽ͕ >(&2.$($(:42.1H2$/2$92730]/2A

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InfluĂŞncias Externas

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4. INFLUÊNCIAS EXTERNAS + 4.1 AMBIENTE DEMOGRÁFICO

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/0$ 9.&(71(4$ 0$ (/2604907304$ /0$ (3J$ *W$ (724$ /0$ &/(/0$ .05.04073(@($ +^F_a$ /2$ 323(6$ /($ 525=6(1H2F$ 9273.(527/2$ 2$ &79.0>0732$ /($ 525=6(1H2$&/24($<=0$42>(@(>$_F^$ >&6;D04$/0$50442(4F$.05.04073(7/2$ WFea$ /0430$ 323(6A$ Y2$ 073(732F$ ($ 5.2'01H2$ 5(.($ +`^`$ J$ <=0$ ;('($ VWFV$ >&6;D04$ /0$ &/2424$ 72$ %.(4&6F$ .05.04073(7/2$ =>($ 307/C79&($ /0$ 07@06;09&>0732$525=6(9&27(6A K ĐƌĞƐĐŝŵĞŶƚŽ ĚĞŵŽŐƌĄĮĐŽ :.(4&60&.2$ 043G$ 0>$ =>$ .&3>2$ ƋƵĞ ƉĞƌŵŝƟƌĄ Ă ĞƐƚĂďŝůŝǌĂĕĆŽ ĚĂ 5&.c>&/0$ 525=6(9&27(6$ 0>$ 627-2$ ƉƌĂǌŽ͘ ^Ğ Ž ƉĂşƐ ƐĞ ŵĂŶƟǀĞƌ ĂƐƐŝŵ͕ >=&32$ 5.2@(@06>0730F$ /073.2$ /0$ +`$ (724F$ ($ 525=6(1H2$ 9044(.G$ 40=$ 9.049&>0732$ 0$ ($ 525=6(1H2$ (/=63($ Ğ ĞĐŽŶŽŵŝĐĂŵĞŶƚĞ ĂƟǀĂ ;ĞŶƚƌĞ ϭϱ Ğ ϲϰ ĂŶŽƐͿ ƚĞƌĄ Ƶŵ ƉĞƐŽ ŵƵŝƚŽ >(&2.$ 72$ 9274=>2F$ -0.(7/2$ =>$ 907G.&2$ 8(@2.G@06$ X$ 09272>&($ 7(9&27(6A$ #44($ &>52.3c79&($ 72$ (=>0732$ /2$ 9274=>2$ 40$ /0@0$ X$ 82.1($ /0$ 3.(:(6;2$ <=0$ 9.0490$ 7=>$ .&3>2$ >(&2.$ /2$ <=0$ ($ 525=6(1H2$ <=0$ /0507/0$ /06(F$ 92>2$ 9.&(71(4$ 0$ &/2424F$ 0$ (44&>F$ 92>$ >0724$ /0507/07304$ 52.$ 9273($ /2$ (=>0732$/24$(/=6324F$42:.(>$>(&4$ .09=.42$ 5(.($ (=>073(.$ 2$ 7?@06$ /0$ 9274=>2A

-2,3% -1,4% -1,9% -2,3% -3,0% 3,6% -4,1% -4,1% -4,3% -4,8 -5,2% -5,0% -4,7% -0,0800

-0,600

-0,400

-0,200

3,7%

70 e + anos 65 a 69 anos1,9% 60 a 64 anos 55 a 59 anos 50 a 54 anos 45 a 49 anos 40 a 44 anos 35 a 39 anos 30 a 34 anos 25 a 29 anos 20 a 24 anos 15 a 19 anos 10 a 14 anos 0,0000

0,200

2,3% 2,9% 3,7% 4,3% 4,7% 4,6% 4,9% 5,2% 5,2% 5,1% 4,9% Mulher 0,400

0,600

0,800

Fonte: IBGE, Pesquisa Nacional por amostra de Domicílios 1996/2006.

,$ 9&/(/0$ /0$ QH2$ !(=62$ 3(>:J>$ (92>5(7;($ 044($ 307/C79&(F$ ĞŶƚƌĞƚĂŶƚŽ͕ ĚĞ ĨŽƌŵĂ ŵĂŝƐ ĂĐĞŶƚƵĂĚĂ͘ ŝŶĚĂ ƐĞŐƵŶĚŽ Ž ^ ͕ 0>$W`$(724F$($5&.c>&/0$03G.&($5(=6&43($428.0.G$=>($&7@0.4H2F$ /0$>2/2$<=0F$24$&/2424$92>$>(&4$/0$f^$(724$92..04527/0.H2$ ă ŵĂŝŽƌ ƉĂƌƚĞ ĚĂ ƉŽƉƵůĂĕĆŽ͘ ŝŶĚĂ ŶĞƐƚĂ ĚĠĐĂĚĂ͕ Ă ĞƐƟŵĂƟǀĂ J$/0$<=0$($525=6(1H2$5(=6&43(7($'G$40$043(:&6&E0$0>$30.>24$/0$ 9.049&>0732$0F$0>$52=92$30>52$(5I4$&442$292..0.F$2$7]>0.2$ /0$'2@074$40.G$>072.$<=0$2$7]>0.2$/0$50442(4$>(&4$@06;(4A$ O2'0F$($&/(/0$>J/&($/2$5(=6&43(72$J$/0$VV$(724F$07<=(732F$0>$ *g^`F$0.($/0$+f$(724A ƐƚĞ ĐĞŶĄƌŝŽ ƐĞ ĚĞǀĞ ĂŽ ĨĂƚŽ ĚĞ ƋƵĞ ͞ĂƐ ŵƵůŚĞƌĞƐ ĞƐƚĆŽ ƚĞŶĚŽ ŵĞŶŽƐ ĮůŚŽƐ Ğ Ă ŵŝŐƌĂĕĆŽ ũĄ Ġ ŶĞŐĂƟǀĂ͕͟ ĚĞ ĂĐŽƌĚŽ ĐŽŵ ĞƌŶĂĚĞƚĞ tĂůĚǀŽŐƵĞů͕ ĚĞŵſŐƌĂĨĂ ĚŽ ^ ͕ Ğŵ ĞŶƚƌĞǀŝƐƚĂ 5(.($2$!2.3(6$"*$/0$'(70&.2$/0$+`*`A

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+ 4.2 AMBIENTE ECONÔMICO

+ 4.3 AMBIENTE SÓCIOCULTURAL

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WĂƌĂ ǀŝĂďŝůŝǌĂƌ ĞƐƚĞ ŽďũĞƟǀŽ Ġ ŶĞĐĞƐƐĄƌŝŽ ĚĞƐĞŶǀŽůǀĞƌ ƵŵĂ ĐƵůƚƵƌĂ ĚĞ 92>=7&9(1H2$9(5(E$/0$&730-.(.$92730]/24$<=0$@H2$/04/0$($92603($/($>(3J.&($ 5.&>($0$4=($/&4524&1H2F$92>2$2$07@26@&>0732$/($G.0($/0$.09=.424$;=>(724F$ ĞĚƵĐĂĕĆŽ Ğ ƚƵĚŽ Ž ƋƵĞ ĞƐƟǀĞƌ ĞŶǀŽůǀŝĚŽ ĐŽŵ Ă ƉƌŽĚƵĕĆŽ ĞͬŽƵ ƉƌĞƐƚĂĕĆŽ ĚĞ ƐĞƌǀŝĕŽ͘ K DĂƌŬĞƟŶŐ ŵďŝĞŶƚĂů ŶĆŽ ĞƐƚĄ ůŝŵŝƚĂĚŽ ĂƉĞŶĂƐ ĂŽƐ ƉƌŽĚƵƚŽƐ <=0$ 5244=(>$ (3.&:=324$ @0./04F$ >(4$ @&4(F$ 5.&79&5(6>0730F$ ($ 2.-(7&E(1H2$ /(4$ 0>5.04(4$ 5(.($ 40.0>$ (>:&073(6>0730$ .045274G@0&4$ 0>$ 32/(4$ (4$ 4=(4$ ĂƟǀŝĚĂĚĞƐ Ğ ƚĞƌĞŵ Ƶŵ ĐŽŵƉŽƌƚĂŵĞŶƚŽ ƉƌŽĂƟǀŽ͕ ŝŶǀĞƐƟŶĚŽ ĐŽŶƐƚĂŶƚĞŵĞŶƚĞ Ğŵ ĂĕƁĞƐ ƉĂƌĂ ĐŽŶƐĞƌǀĂĕĆŽ ĚŽ ŵĞŝŽ ĂŵďŝĞŶƚĞ ƋƵĞ ƐƵƉĞƌĞŵ ĂƐ ĞǆƉĞĐƚĂƟǀĂƐ ĚĂ 525=6(1H2$9274=>&/2.($07-('(/($7043(4$<=043D04A Ğ ĂĐŽƌĚŽ ĐŽŵ ƵŵĂ ƉĞƐƋƵŝƐĂ ƌĞĂůŝǌĂĚĂ ƉĞůĂ ĐŽŶƐƵůƚŽƌŝĂ ƌŶƐƚ Θ zŽƵŶŐ Ğ ƋƵĞ ŐĞƌŽƵ Ž ĞƐƚƵĚŽ ͞ZŝƐĐŽƐ ƐƚƌĂƚĠŐŝĐŽƐ ĂŽƐ EĞŐſĐŝŽƐ ϮϬϬϵ͗ KƐ Ğǌ DĂŝŽƌĞƐ ZŝƐĐŽƐ ăƐ ŵƉƌĞƐĂƐ͕͟ ĨŽŝ ƌĞǀĞůĂĚŽ ƋƵĞ Ž ͞ƌĂĚŝĐĂů ŐƌĞĞŶŝŶŐ͟ ;ĂĚŽĕĆŽ ĞǆƚƌĞŵĂ ĚĞ ŚĄďŝƚŽƐ ǀĞƌĚĞƐ ƉŽƌ ƉĂƌƚĞ ĚŽ ĐŽŶƐƵŵŝĚŽƌͿ ĂƉĂƌĞĐĞ Ğŵ ϰǑ ůƵŐĂƌ ĐŽŵŽ ƵŵĂ /(4$5.&79&5(&4$(>0(1(4$X4$0>5.04(4A$#430$8(32$043G$/&.03(>0730$6&-(/2$X$9.&40$ ƋƵĞ ĨĞǌ ĐŽŵ ƋƵĞ Ž ĐŽŶƐƵŵŝĚŽƌ ƌĞƉĞŶƐĂƐƐĞ ƐĞƵƐ ĞƐƟůŽƐ ĚĞ ǀŝĚĂ Ğ Ă ĨŽƌŵĂ ĐŽŵ <=0$-(43(>$40=$/&7;0&.2F$32.7(7/2Z40$9(/($@0E$>(&4$0/=9(/24$0$0B&-07304$0>$ .06(1H2$X4$>(.9(4$0$4=(4$280.3(4A$ T$ %&'()&F$ 92>2$ 0>5.04($ 5.029=5(/($ 92>$ <=043D04$ 429&(&4F$ J$ 3(>:J>$ =>($ 0>5.04($<=0$40$5.029=5($92>$<=043D04$(>:&073(&4A$#B(3(>0730$52.$30.$044($ ǀĞƌƚĞŶƚĞ ƋƵĞƐƟŽŶĂĚŽƌĂ͕ Ž ĐŽůĞƟǀŽ ďƵƐĐĂ ĂůƚĞƌŶĂƟǀĂƐ ĞĐŽůŽŐŝĐĂŵĞŶƚĞ ĐŽƌƌĞƚĂƐ ƉĂƌĂ Ă ƌĞĂůŝǌĂĕĆŽ ĚĞ ƐĞƵƐ ƚƌĂďĂůŚŽƐ Ğ ĞƐƚĞ Ġ Ƶŵ ĨĂƚŽƌ ĚĞ ŐƌĂŶĚĞ ĂƚƌĂƟǀŝĚĂĚĞ ăƐ ĞŵƉƌĞƐĂƐ ƋƵĞ ƉƌŽĐƵƌĂŵ ƉŽƌ ƉƌĞƐƚĂĚŽƌĞƐ ĚĞ ƐĞƌǀŝĕŽƐ ĐŽŵ ŶŽǀĂƐ ĂůƚĞƌŶĂƟǀĂƐ /0$ 92>=7&9(1H2F$ 52.J>$ 40>$ (:(7/27(.$ ($ 5.029=5(1H2$ 92>$ 3(&4$ <=043D04A$ ŽŵŽ ĞǆĞŵƉůŽ͕ Ġ ƉŽƐƐşǀĞů ĐŝƚĂƌ Ă ƵƟůŝǌĂĕĆŽ ĚĞ ůąŵƉĂĚĂƐ ĚĞ >ĞĚ ĂŽ ŝŶǀĠƐ ĚĞ ůąŵƉĂĚĂƐ ĐŽŵƵŶƐ Ğŵ ĂůŐƵŶƐ ĚŽƐ ƚƌĂďĂůŚŽƐ ƌĞĂůŝǌĂĚŽƐ͘ ƐƚĞ ƟƉŽ ĚĞ ƚĞĐŶŽůŽŐŝĂ Ġ ŵƵŝƚŽ ŵĂŝƐ ĞĐŽŶƀŵŝĐĂ͕ Ğ ĂŽ ŵĞƐŵŽ ƚĞŵƉŽ ŵĂŝƐ ĞĮĐĂǌ͕ ƐĞŵ ĚĞƐƉĞƌĚŝĕĂƌ 3(73($070.-&($06J3.&9(A T=3.($5.029=5(1H2$(3=(6F$04509&(6>0730$0>$-.(7/04$9&/(/04$92>2$QH2$!(=62F$ 8292$ 5.&79&5(6$ /0$ (3=(1H2$ /2$ %&'()&F$ J$ 92>$ ($ 526=&1H2$ @&4=(6A$ #>$ -.(7/04$ >03.I52604F$ &796=4&@0$ ($ 'G$ >079&27(/(F$ 72@(4$ 60&4$ 4=.-0>$ 5(.($ 92>:(30.$ 2$ 0B90442$/0$&782.>(1H2$5.040730$506(4$.=(4$/(4$9&/(/04A ĚŝĮĐĂĕƁĞƐ Ğ ŵŽŶƵŵĞŶƚŽƐ ƐĆŽ ĐĂĚĂ ǀĞǌ ŵĂŝƐ ĞǆƚƌĂǀĂŐĂŶƚĞƐ Ğ ͞ďĞƌƌĂŶƚĞƐ͘͟

!06($9&/(/0F$0>5.04(4$:=49(>$/&80.079&(&4$0$.0927;09&>0732$0>$4=(4$40/04$0$ 4?>:2624$<=0$.0>03(>$($06(4A$T$5.2:60>($J$<=0F$>=&3(4$@0E04F$04304$060>07324$ ĞŶƚƌĂŵ Ğŵ ĐŽŶŇŝƚŽ ĐŽŵ Ž ĂŵďŝĞŶƚĞ Ğŵ ƋƵĞ ĞƐƚĆŽ ŝŶƐĞƌŝĚŽƐ͕ Ğ ŝŶǀĂĚĞŵ Ž 045(12$/0$82.>($/0>(4&(/(A K ŝũĂZŝ͕ Ğŵ ĚŝǀĞƌƐĂƐ ĚĞ ƐƵĂƐ ĂƟǀŝĚĂĚĞƐ͕ ƉŽĚĞ ƵƟůŝǌĂƌ ĚĞ ƐĞƵ ŬŶŽǁͲŚŽǁ$ 0$ /&80.079&(1H2$5(.($/.&:6(.$043($4&3=(1H2$(3=(6$0$073.0-(.$($40=4$96&07304$72@(4$ 426=1D04A$ Q26=1D04$ 043(4$ &72@(/2.(4$ 0F$ >=&3(4$ @0E04F$ /04927;09&/(4$ 5062$ 5]:6&92$0>$-0.(6A ,6J>$/($5.029=5(1H2$429&(6$0$(>:&073(6F$J$&>52.3(730$4(6&073(.$<=0$=>$72@2$ 5]:6&92$(740&($52.$72@(4$82.>(4$/0$92>=7&9(1H2A$#430$72@2$9274=>&/2.F$(6J>$ ĚĞ ͞ĂŶƚĞŶĂĚŽ͟ ŶĂƐ ƋƵĞƐƚƁĞƐ ƐſĐŝŽͲĂŵďŝĞŶƚĂŝƐ͕ ƐĞ ŝŶƚĞƌĞƐƐĂ ƉŽƌ ĞŵƉƌĞƐĂƐ ƋƵĞ 40$5.029=5(>$0>$92>2$&730.(-&.$92>$40=$5]:6&92$/0$82.>($&72@(/2.(A

+ 4.4 AMBIENTE POLÍTICO-LEGAL EŽ ĂŵďŝĞŶƚĞ ƉŽůşƟĐŽͲůĞŐĂů͕ ĞǆŝƐƚĞŵ ĚƵĂƐ ůĞŝƐ ƋƵĞ ĂĨĞƚĂŵ ĚŝƌĞƚĂŵĞŶƚĞ ŽƐ 40.@&124$280.09&/24$5062$%&'()&A

Lei Federal de Incentivo à Cultura >Ğŝ ŶǑ ϴ͘ϯϭϯ ĚĞ ϭϵϵϭ͕ ƚĂŵďĠŵ ĐŽŶŚĞĐŝĚĂ ĐŽŵŽ >Ğŝ ZŽƵĂŶĞƚ͕ ŝŶƐƟƚƵŝƵ 2$ !)TY,LF$ <=0$ J$ 2$ !.2-.(>($ Y(9&27(6$ /0$ ,52&2$ X$ L=63=.(F$ <=0$ 30>$ 92>2$ ŽďũĞƟǀŽ Ă ĐĂŶĂůŝǌĂĕĆŽ ĚĞ ƌĞĐƵƌƐŽƐ ƉĂƌĂ Ž ĚĞƐĞŶǀŽůǀŝŵĞŶƚŽ ĚŽ ƐĞƚŽƌ ĐƵůƚƵƌĂů͕ ŽƵ ƐĞũĂ͕ ƐƵƌŐŝƵ ĐŽŵ Ă ƉƌŽƉŽƐƚĂ ĚĞ ĞƐƟŵƵůĂƌ Ă ƉƌŽĚƵĕĆŽ ĚĞ ƋƵĂůƋƵĞƌ ͞ƉƌŽĚƵƚŽ͟ ĚĞ ǀĂůŽƌ ĐƵůƚƵƌĂů͕ ƉŽĚĞŶĚŽ ĞůĞ ƐĞƌ Ƶŵ ͕ s ͕ ĂƉƌĞƐĞŶƚĂĕĆŽ ŵƵƐŝĐĂů͕ ƚĞĂƚƌŽ͕ /(71(F$2:.(4$(=/&2@&4=(&4F$0B524&1D04F$039A$,6J>$/&442F$06($40$5.25D0$($5.230-0.$ Ğ ĐŽŶƐĞƌǀĂƌ Ž ƉĂƚƌŝŵƀŶŝŽ ŚŝƐƚſƌŝĐŽ Ğ ĂƌơƐƟĐŽ͕ Ğ ĚŝĨƵŶĚŝƌ Ă ĐƵůƚƵƌĂ ďƌĂƐŝůĞŝƌĂ͘ ƉĞƐĂƌ ĚŝƐƐŽ͕ Ă ůĞŝ ƐŽĨƌĞ ĐŽŶƐƚĂŶƚĞƐ ĐƌşƟĐĂƐ͕ ƉŽŝƐ͕ Ğŵ ƚĞŽƌŝĂ͕ Ƶŵ ĚĞ ƐĞƵƐ ŽďũĞƟǀŽƐ ƐĞƌŝĂ Ă ĞĚƵĐĂĕĆŽ ĚĞ ĞŵƉƌĞƐĂƐ Ă ƉƌŽŵŽǀĞƌ Ă ĐƵůƚƵƌĂ͕ ƉŽƌĠŵ ĂŽƐ ŽůŚŽƐ /0$>=&324F$2$<=0$($60&$8(E$J$8(9&6&3(.$($0B524&1H2$/(4$>(.9(4F$8=79&27(7/2$92>2$ =>$>0&2$5=:6&9&3G.&2$-.(3=&32A !"#$%&'()&

ŶĮŵ͕ ŝŶĚĞƉĞŶĚĞŶƚĞŵĞŶƚĞ ĚŝƐƐŽ͕ Ă ůĞŝ ĨƵŶĐŝŽŶĂ ƉŽƌ ŵĞŝŽ ĚĞ ƚƌġƐ ŵĞĐĂŶŝƐŵŽƐ /&80.07304N

Fundo Nacional de Cultura, ou FNC

ʹ K DŝŶŝƐƚĠƌŝŽ ĚĂ L=63=.($ 52/0$ 9273(.$ 92>$ 24$ .09=.424$ /2$ KYL$ 5(.($ ($ .0(6&E(1H2$ /(4$ >(&4$ /&@0.4(4$(1D04A$#BAN$&730.9c>:&24$/0$9=7;2$9=63=.(6F$9279044H2$/0$5.C>&24F$ ĂƉŽŝŽ ƉĂƌĂ ƉƌŽƉŽƐƚĂƐ ƋƵĞ ŶĆŽ ƐĞ ĞŶĐĂŝǆĂŵ Ğŵ ŶĞŶŚƵŵ ƉĞƌĮů ĞƐƉĞĐşĮĐŽ͖

Incentivos Fiscais ʹ KƐ ŝŶĐĞŶƟǀŽƐ ĮƐĐĂŝƐ ďƵƐĐĂŵ ƉĞƌŵŝƟƌ ƋƵĞ ƟƚƵůĂƌĞƐ ĚĞ ŝŶŝĐŝĂƟǀĂƐ ƋƵĞ ŶĆŽ ƐĞ ĞŶƋƵĂĚƌĂŵ Ğŵ ƉƌŽŐƌĂŵĂƐ ĚŽ DŝŶŝƐƚĠƌŝŽ ĚĂ ƵůƚƵƌĂ ďƵƐƋƵĞŵ ĂƉŽŝŽ ĚĞ ƉĞƐƐŽĂƐ İƐŝĐĂƐ Ğ ĐŽŶƚƌŝďƵŝŶƚĞƐ Ğ ĞŵƉƌĞƐĂƐ ƚƌŝďƵƚĂĚĂƐ ƉĂƌĂ ƋƵĞ ĂƐƐŝŵ ŽďƚĞŶŚĂŵ ŽƐ ďĞŶĞİĐŝŽƐ ĮƐĐĂŝƐ ƐŽďƌĞ Ž ǀĂůŽƌ ŝŶĐĞŶƟǀĂĚŽ͘ ŽŶƚƵĚŽ͕ Ġ ŶĞĐĞƐƐĄƌŝŽ ƋƵĞ ƚĂŝƐ ƟƚƵůĂƌĞƐ ƐĞũĂŵ ĐŽŶƐŝƐƚĞŶƚĞƐ Ğ ƌĞůĞǀĂŶƚĞƐ ŶŽ ŵĞƌĐĂĚŽ͖

Fundos de Investimento Cultural e Artístico (FICART) ʹ DĞĐĂŶŝƐŵŽ ĂŝŶĚĂ ŶĆŽ ŝŵƉůĂŶƚĂĚŽ ƋƵĞ ƉƌĞǀġ Ă ĐŽŶǀĞƌŐġŶĐŝĂ ĚĞ ƌĞĐƵƌƐŽƐ ĚĞƐƟŶĂĚŽƐ ă ĂƉůŝĐĂĕĆŽ Ğŵ ƉƌŽƉŽƐƚĂƐ ĐƵůƚƵƌĂŝƐ ĚĞ ĂƉĞůŽ ĐŽŵĞƌĐŝĂů͕ ŚĂǀĞŶĚŽ ƉĂƌƟĐŝƉĂĕĆŽ ĚŽƐ ŝŶǀĞƐƟĚŽƌĞƐ ŶŽƐ ƉŽƐƐşǀĞŝƐ ůƵĐƌŽƐ͘ dĂŶƚŽ Ž &ƵŶĚŽ EĂĐŝŽŶĂů ĚĞ ƵůƚƵƌĂ͕ ƋƵĂŶƚŽ ŽƐ /ŶĐĞŶƟǀŽƐ &ŝƐĐĂŝƐ ƐĆŽ ŐĞƌŝĚŽƐ 52.$/&@0.424$I.-H24F$9(/($=>$407/2$.045274G@06$52.$=>$4032.$/&80.0730A$QH2$ ĞůĞƐ͗ ^ĞĐƌĞƚĂƌŝĂ ĚĞ /ŶĐĞŶƟǀŽ Ğ &ŽŵĞŶƚŽ ă ƵůƚƵƌĂ ;^ĞĮĐͿ͕ ƋƵĞ ĐŽŶƚĞŵƉůĂ ĂƐ G.0(4$/0$(.304$9C7&9(4F$(.304$@&4=(&4F$(.304$&730-.(/(4$0$5(3.&>h7&2$9=63=.(6b$ Ă ^ĞĐƌĞƚĂƌŝĂ ĚŽ ƵĚŝŽǀŝƐƵĂů ;^ sͿ͕ ƋƵĞ ĐŽŶƚĞŵƉůĂ Ă ĄƌĞĂ ĂƵĚŝŽǀŝƐƵĂů͖ Ă ^ĞĐƌĞƚĂƌŝĂ ĚĞ WƌŽŐƌĂŵĂƐ Ğ WƌŽũĞƚŽƐ ƵůƚƵƌĂŝƐ ;^WW Ϳ͕ ƋƵĞ ĐŽŶƚĞŵƉůĂ ĂƐ ĂƌƚĞƐ ŝŶƚĞŐƌĂĚĂƐ͖ Ğ ƉŽƌ Įŵ Ă ^ĞĐƌĞƚĂƌŝĂ ĚĞ /ĚĞŶƟĚĂĚĞ Ğ ĚĂ ŝǀĞƌƐŝĚĂĚĞ ƵůƚƵƌĂů͕ <=0$ 3(>:J>$ 40$ .045274(:&6&E($ 506(4$ (.304$ &730-.(/(4A$ ,6J>$ /($ 5.I5.&($ [0&$ 7k$_AV*V$/0$*gg*F$0B&430>$/2&4$(324$60-(&4$<=0$($.0-=6(.&E(>F$407/2$0604$($ WŽƌƚĂƌŝĂ ŶǑ ϰϲ ĚŽ DŝŶ ĚĞ ϭϵϵϴ Ğ Ž ĞĐƌĞƚŽ ŶǑ͘ ϱ͘ϳϲϭ ĚĞ ϮϬϬϲ͘ ŵ ϮϬϭϬ͕ Ă >Ğŝ ZŽƵĂŶĞƚ ƉŽĚĞ ĐŚĞŐĂƌ ĂŽ Įŵ ĚĞƉŽŝƐ ĚĞ ϭϵ ĂŶŽƐ Ğŵ ǀŝŐŽƌ͘ EĆŽ ƐĞ ƚƌĂƚĂ ĚĞ ƵŵĂ ĞǆƟŶĕĆŽ͕ Ğ Ɛŝŵ͕ ĚĞ ƵŵĂ ƐƵďƐƟƚƵŝĕĆŽ͘ hŵ ƉƌŽũĞƚŽ ĞŶǀŝĂĚŽ ĂŽ 927-.0442$0>$+``g$5.25D0$($(5.2@(1H2$/($72@($>Ğŝ ĚĞ &ŽŵĞŶƚŽ Ğ /ŶĐĞŶƟǀŽ E'A-,1-$)F$<=0$7(/($>(&4$J$/2$<=0$=>($.082.>=6(1H2$/24$>09(7&4>24$/($ ĂŶƟŐĂ ůĞŝ͘ fe

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ĂƐ ƌĞĚĞƐ ƐŽĐŝĂŝƐ Ğ Ă tĞď Ϯ͘Ϭ ʹ Ƶŵ ĐŽŶĐĞŝƚŽ ĚĞ (") ŽŶĚĞ ŽƐ ĂƉůŝĐĂƟǀŽƐ ƐĆŽ 0&/$&"$ 0$ 7H2$ &743(6(/24$ 72$ 92>5=3(/2.F$ -0.(7/2$ (44&>$ >(&2.$ 9(5(9&/(/0$ ŝŶƚĞƌĂƟǀĂ Ğ ŇĞǆşǀĞů ƉĂƌĂ ƐĞƵƐ ƵƐƵĄƌŝŽƐ ʹ͕ ƋƵĞ ǀĞŵ ƐĞ ƉŽƉƵůĂƌŝǌĂŶĚŽ ĐĂĚĂ ǀĞǌ ŵĂŝƐ ĚĞƐĚĞ ϮϬϬϰ͕ ƉĞƌŵŝƚĞŵ ƋƵĞ ŽƐ ƵƐƵĄƌŝŽƐ ĐŽŵƉĂƌƟůŚĞŵ ŝŶĨŽƌŵĂĕƁĞƐ ĚĞ ĨŽƌŵĂ ĚŝŶąŵŝĐĂ͕ ƚŽƌŶĂŶĚŽ Ž ƉƌŽĐĞƐƐŽ ĚĞ ͞ǀŝƌĂůŝǌĂĕĆŽ͟ ĚĞ ŵĂƚĞƌŝĂŝƐ ŵƵŝƚŽ ŵĂŝƐ 8G9&6$0$92>=>A T$%.(4&6$J$=>$/24$5(?404$<=0$>(&4$(9044(>$($d730.703F$407/2$2$^k$5(?4$92>$ ŵĂŝŽƌ ŶƷŵĞƌŽ ĚĞ ĐŽŵƉƵƚĂĚŽƌĞƐ ůŝŐĂĚŽƐ ă ƌĞĚĞ͘ ^ĞŐƵŶĚŽ Ž /ďŽƉĞͬEŝĞůƐĞŶ͕ 0B&430>$efF^$>&6;D04$/0$=4=G.&24$72$5(?4F$407/2$<=0$(3J$4030>:.2$0.(>$eeFV$ >&6;D04F$ 2=$ 40'(F$ 9.049&>0732$ /0$ *F+$ >&6;H2$ /0$ 72@24$ =4=G.&24$ 0>$ (507(4$ 3.C4$>0404A$,&7/($/0$(92./2$92>$044($>04>($504<=&4(F$/073.2$/24$9073.24$ =.:(724F$WWa$/($525=6(1H2$043G$927093(/($X$d730.703F$gfa$/(4$0>5.04(4F$0$ Ϯϯ͕ϴй ĚŽƐ ĚŽŵŝĐşůŝŽƐ ďƌĂƐŝůĞŝƌŽƐ ƚĂŵďĠŵ͘ ŵ ƚĞƌŵŽƐ ĚĞ ĂƟǀŝĚĂĚĞ͕ Ϯϳ͕ϱ ŵŝůŚƁĞƐ /0$:.(4&60&.24$(9044(>$($d730.703$.0-=6(.>0730$0>$9(4(F$0$0440$7]>0.2$9.0490$ 5(.($VeFW$>&6;D04$40$82.$9274&/0.(/2$72$3.(:(6;2*eA$ T4$:.(4&60&.24$7H2$4I$(9044(>$($d730.703$.0-=6(.>0730F$92>2$3(>:J>$5(44(>$ Consumo de Tecnologia no Brasil Ɛ ĐŽŶƐƚĂŶƚĞƐ ŵƵĚĂŶĕĂƐ ƚĞĐŶŽůſŐŝĐĂƐ ĂŽ ůŽŶŐŽ ĚŽƐ ƷůƟŵŽƐ ƐĠĐƵůŽƐ ĐƵůŵŝŶĂƌĂŵ ůŽŶŐŽƐ ƉĞƌşŽĚŽƐ ŶĂǀĞŐĂŶĚŽ ƉĞůĂ ƌĞĚĞ͘ hŵĂ ƚĂďĞůĂͲĂŶĄůŝƐĞ ĨĞŝƚĂ ƉĞůŽ /ďŽƉĞͬ 0>$=>($72@($.0@26=1H2$(3=(6$<=0$&>5(93($/&.03(>0730$7($82.>($92>2$@&@0$ EĞƚƌĂƟŶŐƐ ŵŽƐƚƌĂ ƋƵĞ Ž ƌĂƐŝů Ġ Ž ƉĂşƐ ĐŽŵ ŵĂŝŽƌ ƚĞŵƉŽ ĚĞ ŶĂǀĞŐĂĕĆŽ͗ 2$ 40.$ ;=>(72$ 0F$ 5.&79&5(6>0730F$ 92>2$ (4$ 72@(4$ -0.(1D04$ &730.(-0>$ 92>$ 2$ >=7/2A$Q0>$/]@&/(F$0430$J$=>$52732$&>52.3(730$5(.($<=0$40'(>$5.25&9&(/(4$ Posição País Tempo 72@(4$82.>(4$5(.($4=5.&.$709044&/(/04$:G4&9(4$/2$;2>0>$92>2F$52.$0B0>562F$ ($92>=7&9(1H2A$ 1˚ Brasil 48h26m ,3073(.Z40$(24$/0407@26@&>07324$309726I-&924$J$(&7/($>(&4$&>52.3(730$5(.($(4$ 2˚ Estados Unidos 42h19m 2.-(7&E(1D04$<=0$6&/(>$92>$96&07304$0>5.04(.&(&4F$52&4$04304$52/0>$/0507/0.$ 3˚ Reino Unido 36h30m /0$ &72@(1D04$ 309726I-&9(4$ 5(.($ 40$ >(730.0>$ @&@24$ 0>$ >0.9(/24$ (63(>0730$ 4˚ França 33h22m ĐŽŵƉĞƟƟǀŽƐ͘ Žŵ ĞƐƚĞ ĐĞŶĄƌŝŽ Ğŵ ǀŝƐƚĂ͕ ŶĆŽ ŚĄ ĐŽŵŽ ĚĞƐĐŽŶƐŝĚĞƌĂƌ Ă 5˚ Japão 31h55m d730.703$92>2$5(.30$&730-.(730$/0$<=(6<=0.$70-I9&2F$407/2$=>($80..(>073($ 6˚ Espanha 31h45m 8=7/(>073(6$5(.($9.&(.$@(62.$(24$40=4$96&07304A$ 7˚ Alemanha 30h25m DƵŝƚŽƐ ĚŽƐ ƚƌĂďĂůŚŽƐ ƉƌŽĚƵǌŝĚŽƐ ƉĞůŽƐ ĐŽůĞƟǀŽƐ ĐŝƌĐƵůĂŵ ƌĂƉŝĚĂŵĞŶƚĞ ƉĞůĂ 8˚ Itália 28h15m d730.703$0F$>=&3(4$@0E04F$J$706($<=0$($@&4&:&6&/(/0$/0604$40$32.7($>(&2.A$!2.3(732F$ 9˚ Austrália 23h45m ŶĆŽ ƐĞ ƉŽĚĞ ƐƵďĞƐƟŵĂƌ Ă ŝŵƉŽƌƚąŶĐŝĂ ĚĞƐƐĞ ŵƵŶĚŽ ƉĂƌĂ Ž ƐĞƚŽƌ͘ ůĠŵ ĚŝƐƐŽ͕

+ 4.5 AMBIENTE TECNOLÓGICO

ĂĚŽƐ ĚĞ ĂƚĠ ũƵůŚŽ ĚĞ ϮϬϬϵ͘

Fonte: Ibope/Netratings

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!6(72$82&$80&32$72$/&($^$/0$>(&2$/0$+`*`F$62-2$(5I4$=>($.0=7&H2$0>$%.(4?6&($ <=0$92732=$92>$($5.04071($/24$(-07304$07@26@&/24$<=0$82.(>$92>=7&9(/24$ 42:.0$($/09&4H2$/2$"2@0.72A$ ƉŽƐƐŝďŝůŝĚĂĚĞ ĚĞ ƉŽƉƵůĂƌŝǌĂĕĆŽ ĚĂ /ŶƚĞƌŶĞƚ ĚĞ ďĂŶĚĂ ůĂƌŐĂ ƉĞƌŵŝƟƌĄ Ƶŵ (=>0732$ /0$ =4=G.&24$ 7($ (")$ 92>$ (90442$ .G5&/2$ 0$ &>5(93(.G$ /&.03(>0730$ 32/(4$(4$0>5.04(4$0$92>=7&/(/04$<=0$/0507/0>$/($92>=7&9(1H2$&7/&.03(F$@&($ )/0%#F$8I.=74F$ƐŝƚĞƐ͕ ǁĞď dsƐ Ğ ŽƵƚƌŽƐ ŵĞŝŽƐ ĚĞ ĐŽŵƵŶŝĐĂĕĆŽ ĚĂ ŝŶƚĞƌŶĞƚ͕ ƉŽŝƐ Ž 92730]/2$<=0$4I$52/0.&($40.$/&4527&:&6&E(/2$5(.($50442(4$5.IB&>(4$0>$.(EH2$ ĚĂ ĨĂůƚĂ ĚĞ ĐĂƉŝƚĂů ƉĂƌĂ ŝŶǀĞƐƟŵĞŶƚŽ Ğŵ ĐŽŵƵŶŝĐĂĕĆŽ͕ ƐĞ ƚŽƌŶĂƌĄ ĂĐĞƐƐşǀĞů Ă >=&32$>(&4$50442(4A$T=$40'(F$5(.($2$%&'()&F$40.&($=>($72@($56(3(82.>($5(.($ ĞǆƉŽƌ Ğ ĐƌŝĂƌ ŶŽǀŽƐ ƉƌŽũĞƚŽƐ ĂƉƌŽǀĞŝƚĂŶĚŽͲĂ ĐŽŵŽ ĨŽƌŵĂ ĚĞ ƐĞ ƚƌĂŶƐŵŝƟƌ >074(-074A

Fonte: Folha de São Paulo, 19 de maio de 2010

T$30>52$-(432$&7/&9(/2$7($3(:06($J$9274&/0.(7/2$(507(4$506($7(@0-(1H2$0>$ (")#$-"#͕ ƉŽŝƐ ƐĞ ĨŽƌ ĐŽŶƐŝĚĞƌĂĚŽ Ž ƚĞŵƉŽ ĚĞ ƵƐŽ ĚĞ ĂƉůŝĐĂƟǀŽƐ 0&/$&"$M!+!*fF$ DĞƐƐĞŶŐĞƌ͕ ^ŬǇƉĞ͕ ĞƚĐͿ͕ Ž ƚĞŵƉŽ ƉĂƐƐĂƌŝĂ ƉĂƌĂ ϳϭŚϯϬŵ͘ K ŐƌĂŶĚĞ ƚĞŵƉŽ ĚĞ 50.>(7C79&($7($d730.703$506($525=6(1H2$:.(4&60&.($0$($-.(7/0$/0>(7/($52.$ 9270BD04$ >(&4$ .G5&/(4F$ 52/0$ -0.(.$ =>($ 252.3=7&/(/0$ /0$ 72@(4$ 82.>(4$ /0$ ƐƚƌĞĂŵŝŶŐ*_$$<=0$J$52=92$=4(/2$72$%.(4&6A ^ŚŽǁƐ͕ ũŽŐŽƐ ĞƐƉŽƌƟǀŽƐ͕ ĞůĞŝĕƁĞƐ͕ ũŽƌŶĂŝƐ Ğ ŵƵŝƚŽƐ ŽƵƚƌŽƐ ƉƌŽŐƌĂŵĂƐ ƋƵĞ ƌŽƟŶĞŝƌĂŵĞŶƚĞ ƉĂƐƐĂŵ Ğŵ ǀĞşĐƵůŽƐ ĚĞ ŵĂƐƐĂ ĐŽŵŽ ƚĞůĞǀŝƐĆŽ Ğ ƌĄĚŝŽ͕ ƉŽĚĞŵ ƐĞƌ ƚƌĂŶƐŵŝƟĚŽƐ ǀŝĂ /ŶƚĞƌŶĞƚ͘ ŝŶĚĂ Ġ ƉŽƵĐŽ ƵƐƵĂů ŶŽ ƌĂƐŝů͕ ŵĂƐ Ğŵ ƚĞŵĂƐ ŶŽƐ <=(&4$2$?7/&90$/0$5.29=.($J$(632F$;G$0>5.04(4$<=0$'G$4(:0>$/2$523079&(6$/044($ ĨĞƌƌĂŵĞŶƚĂ Ğ Ă ĞǆƉůŽƌĂŵ͕ ĂŝŶĚĂ ƋƵĞ ƟŵŝĚĂŵĞŶƚĞ͘ K 'ůŽďŽ͘ĐŽŵ͕ ƉŽƌƚĂů ĚĂ /ŶƚĞƌŶĞƚ ĚĂ ZĞĚĞ 'ůŽďŽ ĚĞ dĞůĞǀŝƐĆŽ͕ ƉŽƌ ĞǆĞŵƉůŽ͕ 3.(74>&30$'2-24$/0$(6-=74$9(>5027(324$0=.250=4F$52&4$24$/&.0&324$(/<=&.&/24$ 5(.($3.(74>&44H2$3060@&4&@($4H2$/0$2=3.($250.(/2.($0F$92>$&442F$2$/&.0&32$/0$ 3.(74>&44H2$ @&($ d730.703$ 82&$ =>$ >0&2$ <=0$ 06($ 079273.2=$ /0$ 3(>:J>$ 52/0.$ ƚƌĂŶƐŵŝƟƌ ĂůŐƵŶƐ ũŽŐŽƐ͕ ŶŽƐ ƋƵĂŝƐ ŽƐ ĐĂŵƉĞŽŶĂƚŽƐ ŶĆŽ ƉƵĚĞƌĞŵ ƐĞƌ ĐŽŵƉƌĂĚŽƐ 5(.($3.(74>&44H2$92>5603(A d442$ >243.($ 2$ <=(732$ ($ d730.703$ 52/0$ 40.$ 0B562.(/($ 0$ 92>2$ 06($ (&7/($ 52/0$ ĐƌĞƐĐĞƌ ŶŽ ƉĂşƐ͘ hŵĂ ĚĂƐ ŵĂŝŽƌĞƐ ĚŝĮĐƵůĚĂĚĞƐ ƉĂƌĂ ƐĞƵ ĐƌĞƐĐŝŵĞŶƚŽ Ġ Ž 0>509&6;2$309726I-&92$0>$6(.-($049(6(F$52&4$>0724$/($>03(/0$/($525=6(1H2$ ďƌĂƐŝůĞŝƌĂ ƉŽƐƐƵŝ ŽƐ ĞƋƵŝƉĂŵĞŶƚŽƐ ŶĞĐĞƐƐĄƌŝŽƐ ƉĂƌĂ ƵƐƵĨƌƵŝƌ ĚĞƐƐĂ ĂƟǀŝĚĂĚĞ͘ T=3.($J$2$:(&B2$?7/&90$/0$927;09&>0732$52.$5(.30$/(4$50442(4$<=0$5244=0>$ Ă ĞƐƚƌƵƚƵƌĂ ŶĞĐĞƐƐĄƌŝĂ ƉĂƌĂ ƚĂů Ğ͕ ƉŽƌ ƷůƟŵŽ͕ Ă ĨĂůƚĂ ĚĞ ĞƋƵŝƉĂŵĞŶƚŽ Ğ 927;09&>0732$3J97&92$52.$5(.30$/(4$250.(/2.(4$/0$3.(74>&44H2A$!(.($(>07&E(.$ ĞƐƚĂ ƐŝƚƵĂĕĆŽ͕ Ğŵ ŵĂŝŽ ĚĞƐƚĞ ĂŶŽ ĨŽŝ͕ ĮŶĂůŵĞŶƚĞ͕ ĮƌŵĂĚŽ Ƶŵ ĂĐŽƌĚŽ ĞŶƚƌĞ Ž 'ŽǀĞƌŶŽ &ĞĚĞƌĂů Ğ Ă dĞůĞďƌĄƐ͕ ŶŽ ƋƵĂů Ă ĞƐƚĂƚĂů ƉĂƐƐĂ Ă ƚĞƌ Ƶŵ ƉĂƉĞů ƌĞůĞǀĂŶƚĞ 72$!6(72$Y(9&27(6$/0$%(7/($[(.-($<=0$5.0@C$(90442$X$d730.703$5(.($=4=G.&24$ ĮŶĂŝƐ ŽŶĚĞ ŝŶĞǆŝƐƚĞ ƵŵĂ ŽĨĞƌƚĂ ĂĚĞƋƵĂĚĂ ĚŽ ƐĞƌǀŝĕŽ͘ K ĂŶƷŶĐŝŽ ĨŽƌŵĂů ĚŽ

^ĆŽ ĂƉůŝĐĂƟǀŽƐ ƋƵĞ ƉĞƌŵŝƚĞŵ Ž ĐŽŵƉĂƌƟůŚĂŵĞŶƚŽ ĚĞ ĂƌƋƵŝǀŽƐ ĞŶƚƌĞ ŽƐ ĐůŝĞŶƚĞƐ͕ ƐĞŵ Ă ŶĞĐĞƐƐŝĚĂĚĞ ĚŽƐ ĂƌƋƵŝǀŽƐ ƐĞƌĞŵ ŚŽƐƉĞĚĂĚŽƐ Ğŵ Ƶŵ ƐĞƌǀŝĚŽƌ͘ ǆĞŵƉůŽƐ ĚĞ ƐĞƌǀŝĕŽƐ ƋƵĞ ƵƟůŝǌĂŵ ĞƐƚĂ ƚĞĐŶŽůŽŐŝĂ͗ ŝƚ dŽƌƌĞŶƚ͕ ĞDƵůĞ͕ ^ŽƵůƐĞĞŬ͕ DŽƌƉŚĞƵƐ͕ EĂƉƐƚĞƌ͕ >ŝŵĞtŝƌĞ͘ *_ ŶŽŵĞ ĚĂĚŽ Ă ƚƌĂŶƐŵŝƐƐƁĞƐ Ğŵ ƚĞŵƉŽ ƌĞĂů ƉĞůĂ /ŶƚĞƌŶĞƚ͕ ĂƐƐŝŵ ĐŽŵŽ Ž ƌĄĚŝŽ Ğ Ă ƚĞůĞǀŝƐĆŽ ĂďĞƌƚĂ͘ tĞď ƌĄĚŝŽƐ Ğ ǁĞď ƚĞůĞǀŝƐƁĞƐ ƉƌĂƟĐĂŵ ƐƵĂƐ ƚƌĂŶƐŵŝƐƐƁĞƐ ĚĞƐƐĂ ĨŽƌŵĂ͕ Ğŵ ǀĞǌ ĚĞ ƐĞ ďĂŝǆĂƌ ƚŽĚŽ Ž ĐŽŶƚĞƷĚŽ͕ ƉŽĚĞŶĚŽ ƚĞƌ ĐŽŶŇŝƚŽƐ ĚĞ ĚŝƌĞŝƚŽƐ ĂƵƚŽƌĂŝƐ͕ Ă ƚƌĂŶƐŵŝƐƐĆŽ ĚŝƌĞƚĂ Ġ ƵŵĂ ƐĂşĚĂ͘ *f

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Fonte: Folha de São Paulo, 19 de maio de 2010

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ZŽŶĂůĚ <͘ D/d , >͕ ƌĂĚůĞǇ Z͘ '> Ğ ͕ ŽŶŶĂ :͘ tKK ͕ Ğŵ dŽǁĂƌĚ Ă dŚĞŽƌǇ ŽĨ ^ƚĂŬĞŚŽůĚĞƌ /ĚĞŶƟĮĐĂƟŽŶ ĂŶĚ ^ĂůŝĞŶĐĞ͘ ƐƚĞ ĐŽŶĐĞŝƚŽ ĚĞĨĞŶĚĞ ƋƵĞ ĞǆŝƐƚĞŵ ĚŝǀĞƌƐŽƐ ƉƷďůŝĐŽƐ ĚĞ ŝŶƚĞƌĞƐƐĞ ;ƚƌĂĚƵĕĆŽ ŵĂŝƐ ĂƉƌŽƉƌŝĂĚĂ ƉĂƌĂ Ž ƚĞƌŵŽ Ğŵ ŝŶŐůġƐͿ ĐŽŶĞĐƚĂĚŽƐ ă ŽƌŐĂŶŝǌĂĕĆŽ Ğ ĂƚĞŶƚŽƐ ĂŽ ƐĞƵ ĚĞƐĞŵƉĞŶŚŽ Ğ ƐƵĂƐ ĂĕƁĞƐ͘ ĞŶƚƌĞ ĞůĞƐ ƉŽĚĞŵŽƐ ƚĞƌ ŽƐ ĨƵŶĐŝŽŶĄƌŝŽƐ͕ ŐŽǀĞƌŶŽ͕ ƐſĐŝŽƐ͕ ĐůŝĞŶƚĞƐ͕ ĨŽƌŶĞĐĞĚŽƌĞƐ͕ ĐŽŵƵŶŝĚĂĚĞƐ Ğ ŵĂŝƐ ŝŶƷŵĞƌŽƐ ƟƉŽƐ͘ WĂƌĂ ƐĞ ĚĞƐĐŽďƌŝƌ ĞƐƚĞƐ ƉƷďůŝĐŽƐ͕ ƉŽĚĞͲƐĞ ĂƉůŝĐĂƌ ƵŵĂ ŵĂƚƌŝǌ ĚĞ ĂŶĄůŝƐĞ͕ ŵĂƐ ĞůĂ ŶĆŽ ƐĞƌĄ ĂƉůŝĐĂĚĂ ŶŽ ĐĂƐŽ ĚŽ ŝũĂZŝ͕ ĚĞǀŝĚŽ ĂŽ ƌĞƐƵůƚĂĚŽ ŝŶƐĂƟƐĨĂƚſƌŝŽ ŽďƟĚŽ͕ ŶĆŽ ĂƵǆŝůŝĂŶĚŽ ĚŝƌĞƚĂŵĞŶƚĞ ŶĞƐƚĞ ĞƐƚƵĚŽ͘ *g

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ORIENTAÇÕES INTERNAS À EMPRESA Z$T.&073(1H2$5(.($5.2/=1H2b Z$T.&073(1H2$5(.($@07/(4b Z$T.&073(1H2$5(.($2$5.2/=32A

ORIENTAÇÕES EXTERNAS À EMPRESA Ͳ KƌŝĞŶƚĂĕĆŽ ĚĞ ŵĂƌŬĞƟŶŐ͖ Ͳ KƌŝĞŶƚĂĕĆŽ ĚĞ ŵĂƌŬĞƟŶŐ ƐŽĐŝĞƚĂů͖ Z$T.&073(1H2$5(.($2$>0.9(/2A ŵƉƌĞƐĂƐ ƋƵĞ ĂĚŽƚĂŵ ĞƐƚĂ ƷůƟŵĂ ŽƌŝĞŶƚĂĕĆŽ͕ ĂƉƌĞƐĞŶƚĂŵ ƚƌġƐ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ͗ A-,1-$)' F$8%"1)#)' =)$)' G+$) ʹ ƐƵĂƐ ĐƌĞŶĕĂƐ͕ ǀĂůŽƌĞƐ Ğ ĐŽŵƉŽƌƚĂŵĞŶƚŽƐ ĞŶĨĂƟǌĂŵ Ž ǀĂůŽƌ ĮŶĂů 4=50.&2.$280.09&/2$(2$96&0730F$/0$>2/2$<=0$40'($40>5.0$=>($ ĨŽƌŵĂ ĚĞ ĂƉƌĞƐĞŶƚĂƌ ƵŵĂ ĨŽŶƚĞ ĚĞ ǀĂŶƚĂŐĞŶƐ ĐŽŵƉĞƟƟǀĂƐ͖ ƉƟĚƁĞƐ WĂƌĂ ^ĞŶƟƌ Ž DĞƌĐĂĚŽ ʹ ƋƵĞƌ ĚŝǌĞƌ ƋƵĞ Ă 2.-(7&E(1H2$ 043G$ (53($ 5(.($ 043(:06090.$ .06(1D04$ 043.0&3(4$ 92>$ 96&07304$ &>52.3(7304$ 0$ 2$ >0.9(/2F$ 2=$ 40'(F$ 06($ 5244=&$ 96(.0E($0>$4=($@&4H2$043.(3J-&9($5(.($40$(7309&5(.$(24$.&4924$ Ğ ŽƉŽƌƚƵŶŝĚĂĚĞƐ ĚŽ ŵĞƌĐĂĚŽ ;ƉƌŽĂƟǀŝĚĂĚĞͿ Ğŵ ǀĞǌ ĚĞ ƌĞĂŐŝƌ Ă ĞůĂƐ ;ƌĞĂƟǀŝĚĂĚĞͿ͖ C71$-1-$) ʹ ĐŽƌƌĞƐƉŽŶĚĞ Ă ĞƐƚƌƵƚƵƌĂ 2.-(7&E(9&27(6F$ 4&430>(4$ /0$ 4=52.30F$ 9273.2604F$ >0/&/(4$ 0$ ƉŽůşƟĐĂƐ ĚĞ ƌĞĐƵƌƐŽƐ ŚƵŵĂŶŽƐ ƋƵĞ ƉŽƐƐĂŵ ƐĞƌ ĂĚĂƉƚĄǀĞŝƐ ăƐ 709044&/(/04$/24$96&07304$92782.>0$(4$927/&1D04$/2$>0.9(/2A WĂƌĂ ŵĞŶƐƵƌĂƌ ĞƐƚĂ ͞ŽƌŝĞŶƚĂĕĆŽ ƉĂƌĂ Ž ŵĞƌĐĂĚŽ͕͟ z ;ϮϬϬϭͿ ĂƉƌĞƐĞŶƚĂ Ƶŵ ŵŽĚĞůŽ ĚĞ ƋƵĞƐƟŽŶĄƌŝŽ ; E yK ///Ϳ ƋƵĞ ĨŽŝ ĂƉůŝĐĂĚŽ ĂŽ ŝũĂZŝ ƉĂƌĂ ŝĚĞŶƟĮĐĂƌ ƐĞ ĞƐƚĞ ƉŽƐƐƵŝ͕ ŽƵ ŶĆŽ͕ 043($ 2.&073(1H2A$ ,$ >032/262-&($ /060$ (5.04073($ =>($ 82.>($ ĞŵƉşƌŝĐĂ ĚĞ ŝŶǀĞƐƟŐĂĕĆŽ͕ ƉŽŝƐ ƐĞ ďĂƐĞŝĂ Ğŵ Ƶŵ ƋƵĞƐƟŽŶĄƌŝŽ ĚĞ ƉĞƐƋƵŝƐĂ ƋƵĂůŝƚĂƟǀĂ͕ Ž ƋƵĞ ĚĞƉĞŶĚĞ ĚĂ ŝŶƚĞƌƉƌĞƚĂĕĆŽ 92>2$ -0.(/2.$ /0$ ŝŶƐŝŐŚƚƐ 0$ 92796=4D04A$ #73.03(732F$ J$ =>($ ĨĞƌƌĂŵĞŶƚĂ ŵƵŝƚŽ ĞĮĐĂǌ Ğ ĚŝĨƵŶĚŝĚĂ ƉĂƌĂ ĞƐƚĂ ĂŶĄůŝƐĞ͘

5.1.1 Conclusão L2>$:(40$0>$3=/2$<=0$82&$(5.04073(/2$(3J$(<=&F$7043($401H2F$ Ğ ŶĂƐ ĐŽŶĐůƵƐƁĞƐ ŽďƟĚĂƐ ƉŽƌ ŵĞŝŽ ĚŽ ƋƵĞƐƟŽŶĄƌŝŽ͕ ĐŽŶĐůƵŝͲ 40$ <=0$ 2$ %&'()&$ 7H2$ J$ 2.&073(/2$ 5(.($ 2$ >0.9(/2A$ #60$ 7H2$ (5.04073($(4$/0@&/(4$5.029=5(1D04$0$5243=.(4$709044G.&(4$ 5(.($ /0407@26@0.$ 0$ >(730.$ =>$ :2>$ .06(9&27(>0732$ /0$ 627-2$5.(E2$92>$40=4$96&07304$0F$(3J$>04>2F$5(.90&.24$/($ ĐĂĚĞŝĂ ƉƌŽĚƵƟǀĂ͘ ƐƐŝŵ͕ ŶŽƚĂͲƐĞ ƋƵĞ ŚĄ ŵƵŝƚŽ ƉĂƌĂ ƐĞƌ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ŽƌŝĞŶƚĂĕĆŽ ŵĂŝƐ ƉĂƌĞĐŝĚŽ ĐŽŵ Ž ĚĞ DĂƌŬĞƟŶŐ ^ŽĐŝĞƚĂů 0$ /0$ T.&073(1H2$ 5(.($ 2$ !.2/=32F$ 407/2F$ 2$ 5.&>0&.2F$ =>($ 2.&073(1H2$0B30.7($X$0>5.04($0F$2$40-=7/2F$=>($2.&073(1H2$ ŝŶƚĞƌŶĂ ă ĞŵƉƌĞƐĂ͘ K ƉƌŝŵĞŝƌŽ ƐĞ ũƵƐƟĮĐĂ ƉĞůĂ ƉƌŽƉŽƐƚĂ Ğ ƉƌĞŽĐƵƉĂĕĆŽ ĚŽ ĐŽůĞƟǀŽ Ğŵ ĂƚĞŶĚĞƌ ĐŽŵƉůĞƚĂŵĞŶƚĞ ăƐ ŶĞĐĞƐƐŝĚĂĚĞƐ ĚŽ ĐůŝĞŶƚĞ͕ ŽƵ ĂƚĠ ƐƵƉĞƌĂƌ ĂƐ ĞǆƉĞĐƚĂƟǀĂƐ͕ ƐĞŵ ĐĂƵƐĂƌ ŝŵƉĂĐƚŽƐ ŶĞŐĂƟǀŽƐ ă ƐŽĐŝĞĚĂĚĞ ŽƵ ŵĞŝŽ ĂŵďŝĞŶƚĞ͕ 'G$ <=0$ J$ =>$ /24$ @(62.04$ >(&4$ (..(&-(/24$ /($ 0>5.04(A$ T$ 40-=7/2$9=>5.0$92>$2$5(506$/0$40>5.0$043(.0>$829(/24$ Ğŵ ŝŶŽǀĂƌ͕ ĐŽŵ ŶŽǀĂƐ ƚĞĐŶŽůŽŐŝĂƐ͕ ĂďŽƌĚĂŐĞŶƐ Ğ ĂůƚĞƌŶĂƟǀĂƐ 5(.($40=4$5.2'0324F$/0>2743.(7/2F$/043($82.>(F$2$8292$7($ 0B906C79&($/0$40=4$5.2/=324$0$40.@&124A !"#$%&'()&

+ 5.2 ANÁLISE SWOT 5.2.1 Matriz SWOT ĐŽŶƐƚƌƵĕĆŽ ĚĂ ŵĂƚƌŝǌ ^tKd ƉĞƌŵŝƚĞ ($ (7G6&40$ /($ 4&3=(1H2$ (3=(6$ /2$ %&'()&$ Ă ƉĂƌƟƌ ĚĞ ƵŵĂ ƐşŶƚĞƐĞ ĚĂƐ ĨŽƌĕĂƐ Ğ ĨƌĂƋƵĞǌĂƐ ŝĚĞŶƟĮĐĂĚĂƐ ĐŽŵ ďĂƐĞ ŶŽ /0407@26@&>0732$/($0>5.04($0$3(>:J>$ ĚĞ ƵŵĂ ƐşŶƚĞƐĞ ĚĂƐ ŝŶŇƵġŶĐŝĂƐ ĞǆƚĞƌŶĂƐ ăƐ ƋƵĂŝƐ Ž ĐŽůĞƟǀŽ ĞƐƚĄ ĞǆƉŽƐƚŽ͘ WŽƌ ĐŽŶƐĞƋƵġŶĐŝĂ͕ ƐĆŽ ǀĞƌŝĮĐĂĚŽƐ ƉƌŽďůĞŵĂƐ Ă ƐĞƌĞŵ ƌĞƐŽůǀŝĚŽƐ ĞͬŽƵ ŽƉŽƌƚƵŶŝĚĂĚĞƐ <=0$/0@0>$40.$5.&2.&E(/(4$0>$=>$8=3=.2$ 56(70'(>0732$043.(3J-&92A$$ Y2$<=(/.2$($40-=&.F$043H2$/&49.&>&7(/24$ 24$ 527324$ /0$ >(&2.$ .060@c79&($ 5(.($ 043($(7G6&40F$92>$:(40$7(4$&782.>(1D04$ ĐŽůĞƚĂĚĂƐ ƐŽďƌĞ Ž ĐŽůĞƟǀŽ ĂƌơƐƟĐŽ Ğŵ <=043H2F$ 2$ 92730B32$ >0.9(/26I-&92$ (2$ <=(6$<=0$043G$&740.&/2$0$24$8(32.04$>(9.2$ (>:&073(&4$5.0407304A$$

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Fraquezas

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s 010356/*%"%&4 Ausência de orientação para o mercado

Relacionamento com o Governo

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Falta de esforços para fidelizar clientes

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Crescimento da utilização de mídia OOH

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Internet como principal meio de comunicação

Generalização do conceito de coletivos artísticos

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KƐ ĐŽůĞƟǀŽƐ ƉƵƌĂŵĞŶƚĞ ĂƌơƐƟĐŽƐ͕ ƋƵĞ ŶĆŽ ƉŽƐƐƵĞŵ ƉƌŽũĞƚŽƐ ĐŽŵĞƌĐŝĂŝƐ͕ ŐĞƌĂůŵĞŶƚĞ ƐĆŽ ŵĂŶƟĚŽƐ ƉĞůŽƐ ŝŶǀĞƐƟŵĞŶƚŽƐ ĚŽƐ ƐſĐŝŽƐ 07@26@&/24F$ 40>$ 707;=>($ &73071H2$ /0$ 40$ 2:30.$ 6=9.2A$ #>$ 32/24$ 24$ ĐĂƐŽƐ͕ ŽƐ ĂƌƟƐƚĂƐ ĞŶǀŽůǀŝĚŽƐ ĨĂǌĞŵ ƉĂƌƚĞ ĚĞ ƵŵĂ ŵĞƐŵĂ ŽƌŐĂŶŝǌĂĕĆŽ͕ ƉŽƐƐƵĞŵ ŝĚĞŽůŽŐŝĂƐ ƐĞŵĞůŚĂŶƚĞƐ Ğ ƵƟůŝǌĂŵ Ă ĂƌƚĞ ƉĂƌĂ ƋƵĞƐƟŽŶĂƌ ĂůŐŽ ĞͬŽƵ ƉƌŽŵŽǀĞƌ Ă ĐƵůƚƵƌĂ͘ ^Žď ŽƵƚƌĂ ǀĞƌƚĞŶƚĞ͕ ĞǆŝƐƚĞŵ ŽƐ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ ƋƵĞ ƚĂŵďĠŵ ƌĞĂůŝǌĂŵ ƉƌŽũĞƚŽƐ ĐŽŵĞƌĐŝĂŝƐ ĐŽŵ Ă ĮŶĂůŝĚĂĚĞ ĚĞ ŽďƚĞƌ ůƵĐƌŽ͕ ƉŽƌĠŵ ĂŝŶĚĂ ƐĆŽ ƉŽƵĐŽ ĚŝĨƵŶĚŝĚŽƐ ŶĞƐƚĞ ĐĞŶĄƌŝŽ͘ ĞǀŝĚŽ ă ŵĂŝŽƌŝĂ ĂŝŶĚĂ ĞƐƚĂƌ /04(>5(.(/($ 0>$ .06(1H2$ ($ &782.>(1D04$ 4I6&/(4$ 0$ /(/24$ 9279.0324$ 42:.0$2$4032.F$;G$=>($92>560B&/(/0$5(.($40$07307/0.$32/(4$(4$G.0(4$ ĚĞ ĂƚƵĂĕĆŽ ĚĞƐƚĞƐ ĐŽůĞƟǀŽƐ ƋƵĞ ƐĆŽ͕ ƉŽƌ ƐƵĂ ǀĞǌ͕ ĐůĂƐƐŝĮĐĂĚŽƐ ĚĞ ĨŽƌŵĂ ŐĞŶĞƌĂůŝǌĂĚĂ ĐŽŵŽ ͞ĂƟǀŝƐƚĂƐ͟ Ğ ƉĞƌĚĞŵ ĐƌĞĚŝďŝůŝĚĂĚĞ ŶŽ ŵĞƌĐĂĚŽ Ğŵ .06(1H2$(24$96&07304$523079&(&4A$

s ".&"Ä"4

Disseminação da Lei Cidade Limpa

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5.2.2 Matriz de Importância

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Fraquezas &ĂůŚĂƐ ŶĂ ŐĞƐƚĆŽ ĂĚŵŝŶŝƐƚƌĂƟǀĂ WŽƐŝĐŝŽŶĂŵĞŶƚŽ ŝŶĚĞĮŶŝĚŽ ŽŵƵŶŝĐĂĕĆŽ /ŶĞĮĐŝĞŶƚĞ ,=4C79&($/0$2.&073(1H2$5(.($2$>0.9(/2 &ĂůƚĂ ĚĞ ĞƐĨŽƌĕŽƐ ƉĂƌĂ ĮĚĞůŝǌĂƌ ĐůŝĞŶƚĞƐ

Oportunidades )06(9&27(>0732$92>$2$"2@0.72 ƌĞƐĐŝŵĞŶƚŽ ĚĂ ƵƟůŝǌĂĕĆŽ ĚĞ ŵşĚŝĂ KK, d730.703$92>2$5.&79&5(6$>0&2$/0$92>=7&9(1H2

Ameaças ŽŵŽĚŝƟǌĂĕĆŽ ĚĂƐ ƚĞĐŶŽůŽŐŝĂƐ 'ĞŶĞƌĂůŝǌĂĕĆŽ ĚŽ ĐŽŶĐĞŝƚŽ ĚĞ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ ŝƐƐĞŵŝŶĂĕĆŽ ĚĂ >Ğŝ ŝĚĂĚĞ >ŝŵƉĂ

Grau de Importância ALTO

MÉDIO

BAIXO

,$>(3.&E$/0$&>52.3c79&($82&$9.&(/($92>$:(40$724$&3074$ ŝĚĞŶƟĮĐĂĚŽƐ ŶĂ ŵĂƚƌŝǌ ^tKd͕ ƉŽƐƐŝďŝůŝƚĂŶĚŽ ƵŵĂ (@(6&(1H2$&7/&@&/=(6$/0$9(/(A$Y0430$40-=7/2$>2>0732F$ ƚŽĚŽƐ ĨŽƌĂŵ ĐůĂƐƐŝĮĐĂĚŽƐ ƋƵĂŶƚŽ ă ƐƵĂ ŝŵƉŽƌƚąŶĐŝĂ ŶŽ 92730B32$ /2$ 70-I9&2$ 0$ 524&9&27(/24$ /0$ (92./2$ 92>$ 4=($ .060@c79&($ 5(.($ 2$ 56(70'(>0732$ 043.(3J-&92$ ($ 40.$ ƌĞĂůŝǌĂĚŽ ƉŽƐƚĞƌŝŽƌŵĞŶƚĞ͘ ƐƐĂ ĐůĂƐƐŝĮĐĂĕĆŽ ƉĞƌŵŝƚĞ ĂŽ ĐŽůĞƟǀŽ ĚĞƚĞƌŵŝŶĂƌ ƋƵĂŝƐ ƉŽŶƚŽƐ ĚĂ ĂŶĄůŝƐĞ ĚĞǀĞŵ 40.$0B562.(/24F$>27&32.(/24$2=$426=9&27(/24A$ ŽŶĨŽƌŵĞ ǀĞƌŝĮĐĂĚŽ ŶĂƐ ŵĂƚƌŝǌĞƐ ĂŶƚĞƌŝŽƌĞƐ͕ ĂƐ ĨŽƌĕĂƐ <=0$/0@0>$40.$60@(/(4$0>$9274&/0.(1H2$4H2N$<=(6&/(/0$ .0927;09&/(F$(90442$0$927;09&>0732$/0$3097262-&(4$0$ (-.0-(1H2$/0$72@24$927;09&>07324A$#4404$3.C4$527324$ .0>030>$X$/&80.079&(1H2$/2$%&'()&$92>2$=>($0>5.04($ <=0$:=49($(5.&>2.(.Z40$0>$40=4$927;09&>07324$5(.($ ƋƵĞ ƐĞũĂŵ ŽĨĞƌĞĐŝĚĂƐ ŝĚĠŝĂƐ ŝŶŽǀĂĚŽƌĂƐ Ğ ĂůƚĞƌŶĂƟǀĂƐ ĂŽƐ ƐĞƵƐ ĐůŝĞŶƚĞƐ ƐĞŵ ƉĞƌĚĞƌ ƐƵĂ ŝĚĞŶƟĚĂĚĞ ŝŶƚƌşŶƐĞĐĂ ă ĞǆƉůŽƌĂĕĆŽ ĂƌơƐƟĐĂ͘ dŽĚŽƐ ŽƐ ƉŽŶƚŽƐ ĨƌĂĐŽƐ ŝĚĞŶƟĮĐĂĚŽƐ ĚĞǀĞŵ ƌĞĐĞďĞƌ >(&2.$(3071H2F$=>($@0E$<=0$4H2$&>5.049&7/?@0&4$5(.($ 2$ /0407@26@&>0732$ /($ 0>5.04($ <=0$ 5244=&$ 8(6;(4$ ĐŽŶƐŝĚĞƌĄǀĞŝƐ ƚĂŶƚŽ ŶĂƐ ƋƵĞƐƚƁĞƐ ĂĚŵŝŶŝƐƚƌĂƟǀĂƐ͕ ĐŽŵŽ 7($92>=7&9(1H2$92>$40=4$5]:6&924$/0$&730.0440F$/073.0$ 0604$ 24$ 96&07304$ 523079&(&4$ <=0$ /0@0>$ 40.$ (3.(?/24$ Ğ ĮĚĞůŝǌĂĚŽƐ ƉŽƌ ŵĞŝŽ ĚĞ ĞƐĨŽƌĕŽƐ ĐŽŶƚƵŶĚĞŶƚĞƐ͘ ĚĞĮŶŝĕĆŽ ĚĞ Ƶŵ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ ĐůĂƌŽ ƚĂŵďĠŵ Ġ ĨƵŶĚĂŵĞŶƚĂů Ğ ŝŶŇƵĞŶĐŝĂ ƚŽĚĂƐ ĂƐ ĚĞĐŝƐƁĞƐ ĚŽ ĐŽůĞƟǀŽ͘ Ɛ ŽƉŽƌƚƵŶŝĚĂĚĞƐ ĐůĂƐƐŝĮĐĂĚĂƐ ĐŽŵ ŵĂŝŽƌ ŐƌĂƵ ĚĞ !"#$%&'()&

5.2.3 Matriz SWOT Cruzada

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Forças R=(6&/(/0$)0927;09&/( ,90442$0$927;09&>0732$/0$3097262-&(4 )0927;09&>0732$&730.7(9&27(6 ,-.0-(1H2$/0$72@24$927;09&>07324

d730.703$92>2$5.&79&5(6$ >0&2$/0$92>=7&9(1H2

L.049&>0732$/($ ƵƟůŝǌĂĕĆŽ ĚĞ ŵşĚŝĂ KK,

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Oportunidades ŝƐƐĞŵŝŶĂĕĆŽ ĚĂ [0&$L&/(/0$[&>5(

"070.(6&E(1H2$/2$92790&32$ ĚĞ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ

Ameaças ŽŵŽĚŝƟǌĂĕĆŽ ĚĂƐ 3097262-&(4

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WĂƌĂ Ă ĞůĂďŽƌĂĕĆŽ ĚĂ ĂŶĄůŝƐĞ ^tKd ƌƵǌĂĚĂ͕ ĨŽŝ ŝĚĞŶƟĮĐĂĚĂ Ă ƌĞůĂĕĆŽ ĞŶƚƌĞ ŽƐ ĨĂƚŽƌĞƐ ĞǆƚĞƌŶŽƐ ;ŽƉŽƌƚƵŶŝĚĂĚĞƐ Ğ ĂŵĞĂĕĂƐͿ Ğ ŽƐ ĨĂƚŽƌĞƐ ŝŶƚĞƌŶŽƐ ;ĨŽƌĕĂƐ Ğ ĨƌĂƋƵĞǌĂƐͿ ĚĞ ĨŽƌŵĂ Ă ĐŽŵƉŽƌ ƵŵĂ ŶŽǀĂ ŵĂƚƌŝǌ ƋƵĞ ĂƉƌĞƐĞŶƚĞ ĞƐƚƌĂƚĠŐŝĂƐ ƋƵĞ @&4(>$>(B&>&E(.$(4$82.1(4$0$252.3=7&/(/04$0$>&7&>&E(.$(4$8.(<=0E(4$0$(>0(1(4$ 5(.($2$%&'()&A$ ĂǀĂůŝĂĕĆŽ ĞƐƚƌĂƚĠŐŝĐĂ ƌĞĂůŝǌĂĚĂ Ă ƉĂƌƟƌ ĚĂ ŵĂƚƌŝǌ ŝŶĚŝĐĂ Ž ƌƵŵŽ Ă ƐĞƌ ƚŽŵĂĚŽ ŶĂ ŐĞƐƚĆŽ ĞƐƚƌĂƚĠŐŝĐĂ ĐŽŵƉĞƟƟǀĂ͘ ^ĞŐƵŶĚŽ t /,Z/ , ;ϮϬϬϯ͕ Ɖ͘ϭϭͿ͕ ĂƐ ĞŵƉƌĞƐĂƐ (6>0'(>$ 92740-=&.$ /0407@26@0.$ 4=(4$ 82.1(4$ 5(.($ (5.2@0&3(.$ 252.3=7&/(/04$ /0$ >0.9(/2$ <=0$ /C0>$ 4=:4?/&24$ 5(.($ =>$ 5244?@06$ 9.049&>0732A$ Y0430$ 9(42F$ 5(.($ >(B&>&E(.$ (>:24$ 24$ 8(32.04F$ J$ 5244?@06$ /043(9(.$ 2$ (90442$ /2$ %&'()&$ ($ 72@(4$ 3097262-&(4$ <=0$ 50.>&30$ =>($ /&80.079&(1H2$ 8.0730$ X$ 92792..C79&(F$ =>($ @0E$ ƋƵĞ Ž ĐŽůĞƟǀŽ ƉŽĚĞ ƵƟůŝǌĂƌ ŵşĚŝĂƐ ĂŝŶĚĂ ƉŽƵĐŽ ĞǆƉůŽƌĂĚĂƐ Ğ ƐĞ ĞƐƉĞĐŝĂůŝǌĂƌ Ğŵ 92>=7&9(1H2$/073.2$/044(4$72@(4$>?/&(4A$ !2.$2=3.2$6(/2F$2$9.=E(>0732$/(4$82.1(4$92>$(4$(>0(1(4$.0>030$X$9(5(9&/(/0$ /24$527324$82.304$/($0>5.04($/0$(>07&E(.$(4$(>0(1(4$079273.(/(4$72$(>:&0730$ ĞǆƚĞƌŶŽ͘ EŽ ĐĂƐŽ ĚŽ ŝũĂZŝ͕ Ă ĐŽŵŽĚŝƟǌĂĕĆŽ ĚĂƐ ƚĞĐŶŽůŽŐŝĂƐ Ġ ĐŽŶƐŝĚĞƌĂĚĂ ƵŵĂ ĂŵĞĂĕĂ͕ ƉŽƌĠŵ ƉŽĚĞ ƐĞƌ ŵŝŶŝŵŝǌĂĚĂ ƉĞůĂ ĐŽŶơŶƵĂ ďƵƐĐĂ Ğ ĐŽŶŚĞĐŝŵĞŶƚŽ ƉŽƌ ŶŽǀĂƐ ƚĞĐŶŽůŽŐŝĂƐ͕ Ž ƋƵĞ ĂĐĂƌƌĞƚĂ ŶĂ ƵƟůŝǌĂĕĆŽ ĚĞƐƚĂƐ ĐŽŵŽ ĨĞƌƌĂŵĞŶƚĂƐ /&80.079&(/2.(4A$ T4$ 527324$ 8.(924F$ =>($ @0E$ 9.=E(/24$ 92>$ (4$ 252.3=7&/(/04$ /043(9(/(4$ 72$ (>:&07304$ 0B30.72F$ 52/0>$ -0.(.$ =>($ 043.(3J-&($ 9(5(E$ /0$ >&7&>&EGZ624F$ 07<=(732$(4$252.3=7&/(/04$4H2$>(B&>&E(/(4A$Q0F$52.$=>$6(/2F$;G$=>($0@&/0730$ ŝŶĞĮĐŝġŶĐŝĂ ŶĂ ĐŽŵƵŶŝĐĂĕĆŽ ĚĂ ĞŵƉƌĞƐĂ͕ Ă /ŶƚĞƌŶĞƚ ǀŝƐƚĂ ĐŽŵŽ ƉƌŝŶĐŝƉĂů ŵĞŝŽ ĚĞ ĐŽŵƵŶŝĐĂĕĆŽ͕ ƉŽĚĞ ƐƵƉƌŝƌ ĞƐƚĂ ĚĞĮĐŝġŶĐŝĂ ĐĂƐŽ Ž ǀĞşĐƵůŽ ƐĞũĂ ƵƟůŝǌĂĚŽ ĚĞ ĨŽƌŵĂ 920.0730$0$24$9(7(&4$(3=(6&E(/24$0$(6&>073(/24$92743(730>0730A$ #>:2.($2$9.=E(>0732$/24$527324$8.(924$92>$(4$(>0(1(4$&7/&<=0$=>($(3071H2$ >(&2.$5(.($0@&3(.$5.2:60>(4$8=3=.24F$044($043.(3J-&($7H2$52/0$40.$9274&/0.(/($ @(73('24(F$52&4$7H2$;G$92>2$5.&2.&EGZ6($0>$=>$56(70'(>0732F$=>($@0E$<=0$J$(507(4$ =>$52732$($40.$>27&32.(/2$5(.($($42:.0@&@C79&($/($0>5.04(A$,$-070.(6&E(1H2$ ĚŽ ĐŽŶĐĞŝƚŽ ĚĞ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ ƌĞƋƵĞƌ Ƶŵ ĞƐĨŽƌĕŽ Ğŵ ůŽŶŐŽ ƉƌĂǌŽ ƉĂƌĂ ƋƵĞ Ă ŝŶĨŽƌŵĂĕĆŽ ƐĞũĂ ƉƵůǀĞƌŝǌĂĚĂ ĞŶƚƌĞ Ž ƉƷďůŝĐŽͲĂůǀŽ͕ ƉŽŝƐ͕ Ă ŝŶĞĮĐŝġŶĐŝĂ ŶĂ 92>=7&9(1H2$J$=>$8(32.$<=0$:62<=0&($2$927;09&>0732$>(&4$(5.28=7/(/2$42:.0$ ŽƐ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ ƋƵĞ ƚĂŵďĠŵ ƌĞĂůŝǌĂŵ ƉƌŽũĞƚŽƐ ĐŽŵĞƌĐŝĂŝƐ͘

5.2.4 Conclusão ĞǀŝĚŽ ĂŽƐ ƉĞƌŵĂŶĞŶƚĞƐ ĐŽŶŇŝƚŽƐ ŝŶƚĞƌŶŽƐ͕ Ž ŝũĂZŝ ŶĆŽ ƉŽƐƐƵŝ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ ĐůĂƌŽ Ğ͕ ƉŽƌ ŝƐƐŽ͕ ŶĆŽ ĐŽŶƐĞŐƵĞ ƚƌĂŶƐŵŝƟƌ ƵŵĂ ŝŵĂŐĞŵ ĂĚĞƋƵĂĚĂ͕ ƚĂŵƉŽƵĐŽ ĐƌŝĂƌ ƵŵĂ ŝĚĞŶƟĚĂĚĞ ƐſůŝĚĂ ĚĞ ŵĂƌĐĂ ƋƵĞ ƉĞƌŵŝƚĂ ĐŽŵƵŶŝĐĂĕĆŽ ĞĮĐŝĞŶƚĞ ĐŽŵ Ž ŵĞƌĐĂĚŽ Ğ =>$.06(9&27(>0732$9274&430730$92>$40=4$5]:6&924$/0$&730.0440A$ ^ĞŶĚŽ ĂƐƐŝŵ͕ ŶĆŽ ŚĄ ĞƐĨŽƌĕŽƐ ƐƵĮĐŝĞŶƚĞƐ ƉĂƌĂ ĚĞƐŵŝƐƟĮĐĂƌ Ž ĐŽŶĐĞŝƚŽ ƉŽƉƵůĂƌ ĂƚƌŝďƵşĚŽ ĂŽƐ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ͕ ǀŝƐƚŽƐ ĂƉĞŶĂƐ ĐŽŵŽ ͞ĂƟǀŝƐƚĂƐ͕͟ Ž ƋƵĞ ĚŝĮĐƵůƚĂ ĂŽ ŝũĂZŝ ƐĞƌ ƌĞĐŽŶŚĞĐŝĚŽ ĐŽŵŽ ƵŵĂ ŽƉĕĆŽ ĐƌŝĂƟǀĂ Ğ ƋƵĂůŝĮĐĂĚĂ ƉĂƌĂ ĞŵƉƌĞƐĂƐ ƋƵĞ ďƵƐĐĂŵ ƉŽƌ 426=1D04$2.&-&7(&4$/0$92>=7&9(1H2$@&4=(6A$ !2.$2=3.2$6(/2F$($<=(6&/(/0$.0927;09&/($724$5.2'0324$0B09=3(/24$ ƌĞŇĞƚĞ Ă ĐŽŶƐƚĂŶƚĞ ďƵƐĐĂ ƉŽƌ ĐŽŶŚĞĐŝŵĞŶƚŽ Ğŵ ŶŽǀĂƐ ƚĞĐŶŽůŽŐŝĂƐ͕ ƉĞƌŵŝƟŶĚŽ Ž ƉŝŽŶĞŝƌŝƐŵŽ Ğŵ ĂůŐƵŵĂƐ ĂƟǀŝĚĂĚĞƐ ƋƵĞ ŐĂŶŚĂŵ ĨŽƌĕĂ ŶŽ ĐĞŶĄƌŝŽ Ğŵ ƋƵĞ Ž ĐŽůĞƟǀŽ ĂƚƵĂ ŚŽũĞ͘ ǆŝƐƚĞ ƵŵĂ ĚĞŵĂŶĚĂ ($40.$(307/&/($0$=>($252.3=7&/(/0$96(.($/0$0B524&1H2$/($>(.9(F$ /04/0$<=0$;('($=>$56(70'(>0732$043.(3J-&92$5(.($3(6A$ ,3=(6>0730F$ 2$ %&'()&$ /0507/0$ /0$ 9(5&3(6$ /0$ 30.90&.24$ 5(.($ ŽďƚĞƌ ůƵĐƌĂƟǀŝĚĂĚĞ Ğ͕ ĂƐƐŝŵ͕ ƉŽĚĞƌ ŝŶǀĞƐƟƌ Ğŵ ƉƌŽũĞƚŽƐ ĚĞ ĐƵŶŚŽ ĂƌơƐƟĐŽ ŝĚĞĂůŝǌĂĚŽƐ ƉŽƌ ƚŽĚŽƐ ŽƐ ƐſĐŝŽƐ͘ WŽƌƚĂŶƚŽ͕ Ġ &>5.049&7/?@06$ <=0$ ($ 0>5.04($ 4=430730$ 0$ 3.(74>&3(F$ (3.(@J4$ /0$ 92>=7&9(1H2$ 0$ >(.9(F$ =>$ 524&9&27(>0732$ 96(.2$ <=0$ 40'($ /0$ 92>=>$(92./2$073.0$24$&730-.(7304$0$307;($2$&73=&32$/0$07@26@0.$ 0$29=5(.$=>$045(12$7($>0730$/2$5]:6&92$/0$82.>($($32.7(.Z40F$ 52430.&2.>0730F$.080.C79&($72$4032.$0F$(44&>F$-0.(.$=>($927/&1H2$ ĂƵƚŽͲƐƵƐƚĞŶƚĄǀĞů ƉĂƌĂ ƐĞ ĐŽŶƟŶƵĂƌ ƚƌĂďĂůŚĂŶĚŽ ĂƌƟƐƟĐĂŵĞŶƚĞ ĂůĠŵ ĚĂ ĂƚƵĂĕĆŽ ĐŽŵĞƌĐŝĂů͘ ĮŶĂů͕ Ġ Ă ĐĂƉĂĐŝĚĂĚĞ ĂƌơƐƟĐĂ Ž ŐƌĂŶĚĞ ŶƷĐůĞŽ ĚĞ ƚŽĚŽƐ ŽƐ ĚŝĨĞƌĞŶĐŝĂŝƐ ĚŽ ĐŽůĞƟǀŽ͘ !"#$%&'()&

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ĂƟǀŝĚĂĚĞƐ ĚŽ ŝũĂZŝ͘ ŶƚƌĞƚĂŶƚŽ͕ ŶĞƐƐĞ ŵŽĚĞůŽ͕ ŽƐ ĂƵƚŽƌĞƐ ƵƟůŝǌĂŵ ĚĞ ƵŵĂ ŵĂƚƌŝǌ ĚĞ ĂŶĄůŝƐĞ ƉĂƌĂ ǀĞƌŝĮĐĂƌ ĐŽŵŽ 9(/($ (-0730$ &730.(-0$ 92>$ ($ 0>5.04(A$ #43($ >(3.&E$ 32.7(Z40$ &7(56&9G@06F$ (44&>$ 92>2$ /&@0.4(4$ 2=3.(4$ 80..(>073(4$ /0$

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Quem são͗ ƐĆŽ ŽƵƚƌŽƐ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ ĐŽŵ ĂƚƵĂĕĆŽ ĐŽŵĞƌĐŝĂů͕ ŽƵ ƐĞũĂ͕ ĐŽůĞƟǀŽƐ ƋƵĞ ƚĂŵďĠŵ ĚŽŵŝŶĂŵ ĚŝǀĞƌƐĂƐ ŵŽĚĂůŝĚĂĚĞƐ /0$92>=7&9(1H2$@&4=(6F$3(&4$92>2$&730.@071D04$=.:(7(4F$s:ĂǇŝŶ͕ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ͕ ĚĞƐŝŐŶ ŐƌĄĮĐŽ͕ ǀşĚĞŽͲĐĞŶŽŐƌĂĮĂ͕ ĞƚĐ͘ Como se relaciona com o BijaRiN$ 7H2$ 4I$ :=49(>$ 2$ 9.049&>0732$ 0$ /0407@26@&>0732$ 92>0.9&(6F$ 92>2$ 3(>:J>$ ŽďũĞƟǀĂŵ ĂƚĞŶĕĆŽ ŶĂ ŵşĚŝĂ Ğ ƉŽƐƐşǀĞŝƐ ŝŶǀĞƐƟŵĞŶƚŽƐͬƉĂƌĐĞƌŝĂƐ <=(7/2$ 0B5D0>$ 40=4$ 3.(:(6;24$ 0>$ >243.(4F$ 3(732$ 7(9&27(&4$ <=(732$&730.7(9&27(&4A

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Quem são: ƐĆŽ ŽƐ ƵƐƵĄƌŝŽƐ ǀŝƌƚƵĂůŵĞŶƚĞ ĂƟǀŽƐ ŶĂ ŝŶƚĞƌŶĞƚ 92>2F$52.$0B0>562F$:62-=0&.24F$ƚǁŝƩĞƌƐF$0$2=3.24$<=0$8(1(>$ ƉĂƌƚĞ ĚĞ ĐŽŵƵŶŝĚĂĚĞƐ͕ ŽƵ ĚĞ ƌĞĚĞƐ ƐŽĐŝĂŝƐ ĚĞ ĨŽƌŵĂ ĂƟǀĂ͕ 9273.&:=&7/2$5(.($($/&440>&7(1H2$/0$&782.>(1D04$.060@(7304A Como se relaciona com o BijaRiN$>=&324$/24$3.(:(6;24$/2$ %&'()&$-0.(>$2$080&32$/0$ďƵǌǌ ŶĂ ŝŶƚĞƌŶĞƚ͕ Ž ƋƵĞ ƐŝŐŶŝĮĐĂ ƋƵĞ͕ (504(.$/0$>=&324$7H2$30.0>$@&432$($(1H2F$=>($;2.($2=$2=3.($ ĞƐƐĞƐ ƵƐƵĄƌŝŽƐ ƉŽĚĞŵ ĮĐĂƌ ƐĂďĞŶĚŽ ƉĞůĂ ƌĄƉŝĚĂ ĐĂƉĂĐŝĚĂĚĞ /0$ @&.(6&E(1H2$ @&($ (")A$ L2740<=0>0730F$ 4=(4$ 25&7&D04$ 3(>:J>$40$045(6;(>A

Quem são: ĐŽůĞƟǀŽƐ ĚĞ ĂƌƟƐƚĂƐ Ğ ĂƌƟƐƚĂƐ ŝŶĚĞƉĞŶĚĞŶƚĞƐ ƋƵĞ @&4(>$5.2/=E&.$4=(4$2:.(4$0>$5.26$/0$=>($9(=4(F$2=$(507(4$506($ ĂƌƚĞ͕ ƐĞŵ ĚĞƉĞŶĚĞƌ ĚĞ ŝŶǀĞƐƟŵĞŶƚŽƐ ĐŽŵĞƌĐŝĂŝƐ͘ Como se relaciona com o BijaRi:$ T$ .06(9&27(>0732$ 073.0$ ŽƐ ĐŽůĞƟǀŽƐ Ğ ĂƌƟƐƚĂƐ ƉŽĚĞ ƐĞƌ ďĂƐƚĂŶƚĞ ĞƐƚƌĞŝƚŽ͕ ƵŵĂ ǀĞǌ ƋƵĞ ŵƵŝƚŽƐ ĐŽůĞƟǀŽƐ ĨŽƌŵĂŵ ƉĂƌĐĞƌŝĂƐ ĐŽŵ Ž ŝũĂZŝ ƉĂƌĂ ƉƌŽũĞƚŽƐ ĂƌơƐƟĐŽƐ ĚĞƐĚĞ ƋƵĞ ĞƐƚĞ ĐŽŵĞĕŽƵ ƐƵĂƐ ĂƟǀŝĚĂĚĞƐ͘ ƐƐĂ Ġ ƵŵĂ ĨŽƌŵĂ ĚĞ ƚƌŽĐĂƌ ĞǆƉĞƌŝġŶĐŝĂƐ Ğ ƚƌĂďĂůŚĂƌ ĐŽůĂďŽƌĂƟǀĂŵĞŶƚĞ Ğŵ =>$>04>2$5.2'032$/0$82.>($.0>=70.(/($2=$7H2A

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Quem são:$!.&79&5(6>0730$(4$5.080&3=.(4$/0$27/0$24$3.(:(6;24$ /2$%&'()&$4H2$0B524324A$,6J>$/06(4F$;G$2$P&7&43J.&2$/($L=63=.($0$ /0>(&4$I.-H24$-2@0.7(>073(&4A Como se relaciona com o BijaRi:$ P=&324$ /24$ 3.(:(6;24$ /2$ ŝũĂZŝ ƉƌĞĐŝƐĂŵ ƐĞƌ ĂƉƌŽǀĂĚŽƐ ƉĞůĂƐ ƌĞƐƉĞĐƟǀĂƐ ƉƌĞĨĞŝƚƵƌĂƐ ĚĂƐ 9&/(/04$7(4$<=(&4$(4$2:.(4$40.H2$0B5243(4A$T$P&7&43J.&2$/($L=63=.($ ƉŽĚĞ͕ ŽƵ ŶĆŽ͕ ŝŶĐĞŶƟǀĂƌ ŝŶǀĞƐƟŵĞŶƚŽƐ ŽƵ ƉĂƚƌŽĐŝŶĂƌ ĂůŐƵŵĂƐ ĚĞůĂƐ͘ ůĠŵ ĚĞƐƚĂƐ ŝŶƚĞƌĂĕƁĞƐ͕ ĂƐ ĞŶƟĚĂĚĞƐ ĚŽ ŐŽǀĞƌŶŽ ƌĞĂůŝǌĂŵ ĂƐ ůŝĐŝƚĂĕƁĞƐ͕ ĂƐ ƋƵĂŝƐ ŽĨĞƌĞĐĞŵ ŽƉŽƌƚƵŶŝĚĂĚĞƐ ĚĞ Ž ĐŽůĞƟǀŽ Ğŵ ƋƵĞƐƚĆŽ ƉĂƌƟĐŝƉĂƌ ĚĞ ƉƌŽũĞƚŽƐ ĐŽŵĞƌĐŝĂŝƐ ƉƌŽŵŽǀŝĚŽƐ ƉŽƌ ĞƐƚĂƐ͘

Quem são:$ 4H2$ 24$ <=0$ /0>(7/(>$ 24$ 40.@&124$ 5.043(/24$ 5062$ %&'()&$ /0$ 82.>($ .0>=70.(/(A$ #73.0$ 06(4F$ ;G$ -.(7/04$ 0$ 50<=07(4$0>5.04(4F$(6J>$/0$(-C79&(4F$5.2/=32.(4$0$2=3.24$ ƟƉŽƐ͘ Como se relaciona com o BijaRi:$7($:=49($506($06(:2.(1H2$ /0$=>$5.2'032$/0$92>=7&9(1H2$@&4=(6F$06(4$073.(>$0>$9273(32$ 92>$ 2$ %&'()&$ 5(.($ <=0$ =>($ 426=1H2$ &72@(/2.($ 0$ @&G@06$ 40'($ 70-29&(/(A

Governo

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Terceiro setor Quem são:$ TY"4$ <=0$ /0807/(>$ 9(=4(4$ 429&(&4F$ (>:&073(&4F$039A Como se relaciona com o BijaRi:$T$%&'()&$5244=&$ 5.&79?5&24$ 429&(6>0730$ .045274G@0&4$ <=0$ 52/0>$ 40.$<=0$3.(:(6;(/24$0>$927'=732$92>$(4$TY"4$7($ .0(6&E(1H2$/0$5.2'0324$40>$9=432$2=$9=4324$.0/=E&/24$ 0>$5.26$/($429&0/(/0$0$>0&2Z(>:&0730A

Fornecedores Quem são:$5.&79&5(6>0730$($%6=>0.F$"Z[#LF$0$TY$ !.2'01D04A Como se relaciona com o BijaRi:$T$.06(9&27(>0732$ @(&$ (6J>$ /2$ 82.709&>0732$ /24$ 0<=&5(>07324$ 5(.($ 5.2/=1H2$ (=/&2@&4=(6A$ T$ %&'()&$ 043G$ 56(70'(7/2$ ƉŽƐƐşǀĞŝƐ ƉĂƌĐĞƌŝĂƐ ƋƵĞ ǀŝĂďŝůŝǌĂƌŝĂŵ ŶŽǀĂƐ ƉƌĄƟĐĂƐ /0$ >0.9(/2F$ 92>2$ 629(1H2$ /0$ 0<=&5(>07324$ &7J/&324$ 72$ %.(4&6F$ 5.2'0324$ 0B96=4&@24F$ 0$ 3(>:J>$ ŽĮĐŝŶĂƐ ĚĞ ƚĞĐŶŽůŽŐŝĂ ƉĂƌĂ Ž ƉƷďůŝĐŽ͘

Instituições de ensino Quem sãoN$K(9=6/(/04F$926J-&24$0$9=.424$0>$-0.(6A Como se relaciona com o BijaRi: ,44&>$ 92>2$ Ă ,ǇƉĞƌ /ƐůĂŶĚ ʹ ŝŶƐƟƚƵŝĕĆŽ ƐƵĞĐĂ ĚĂ ŵĂŝƐ ĂůƚĂ 9.0/&:&6&/(/0F$ 0>$ 7?@06$ >=7/&(6F$ 5(.($ 2$ 074&72$ /0$ 3J97&9(4$ /0$ ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$ 0$ /&.01H2$ /0$ (.30$ ĚĞ ǀşĚĞŽ ʹ ũĄ ĐŽŶǀŝĚŽƵ ŵĞŵďƌŽƐ ĚŽ ŝũĂZŝ ƉĂƌĂ .0(6&E(.0>$ ǁŽƌŬƐŚŽƉƐ ʹ Ž ƋƵĞ ŶĆŽ ƐĞ ĐŽŶĐƌĞƟǌŽƵ ƉŽƌ ŵŽƟǀŽƐ ĚĞƐĐŽŶŚĞĐŝĚŽƐ ʹ͕ ĂƐ ŝŶƐƟƚƵŝĕƁĞƐ ĚĞ 074&72$ 52/0>$ 40$ &730.044(.$ 5062$ ŬŶŽǁ ŚŽǁ$ 0$ ĞǆƉĞƌƟƐĞ$/2$%&'()&$7(4$G.0(4$0>$<=0$(3=($5(.($0430$ 52/0.$.05(44(.$2$927;09&>0732$(/<=&.&/2$(2$627-2$ /0$32/24$04404$(724A gW

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Sócios Quem são:$ 4H2$ 24$ 40&4$ 4I9&24$ /2$ %&'()&N$ T6(@2F$ )2/.&-2F$ P(=.?9&2F$#/=(./2F$"0(7/.0$0$"=43(@2$0$($9274=632.&($KG:.&9($ #43.(3J-&9(F$($<=(6$9273($92>2$=>($<=&73($4I9&(A Como se relaciona com o BijaRi: Q0$.06(9&27(>$/&.03(>0730F$ 52&4$ 0604$ 82.>(>$ 2$ %&'()&F$ 407/2$ 0604$ >04>24$ 24$ (=32.04$ /(4$ 2:.(4F$ 0$ .045274G@0&4$ 52.$ 32/(4$ (4$ /09&4D04$ 32>(/(4$ 7($ 0>5.04(A$ L(/($ =>$ (5.04073($ =>($ ;(:&6&/(/0$ >(&4$ /043(9(/($ ƋƵĞ ŽƵƚƌŽ͘ dŽĚŽƐ ƐĆŽ ĐƌŝĂƟǀŽƐ Ğ ĂƌƟƐƚĂƐ ŶĂƚŽƐ͕ ĞŶƚƌĞƚĂŶƚŽ͕ ĐĂĚĂ Ƶŵ ƉŽƐƐƵŝ Ƶŵ ŝĚĞĂů ĚŝĨĞƌĞŶƚĞ ƉĂƌĂ Ž ĐŽůĞƟǀŽ ĐŽŵŽ ĞŵƉƌĞƐĂ͘

Público seguidor Quem são:$ ,>&-24F$ 50442(4$ <=0$ (92>5(7;(>$ 2$ 3.(:(6;2$ ĚŽ ŝũĂZŝ͕ ƉĞƐƐŽĂƐ ƋƵĞ ĚĞƐĐŽďƌŝƌĂŵ Ž ĐŽůĞƟǀŽ Ğ ƉĂƐƐĂƌĂŵ Ă ƐĞ ŝŶƚĞƌĞƐƐĂƌ ƉĞůĂ ƐƵĂ ŚŝƐƚſƌŝĂ Ğ ƚƌĂďĂůŚŽƐ͕ ĂƌƟƐƚĂƐ Ğ ĂĚŵŝƌĂĚŽƌĞƐ <=0$ 82.(>$ 0$ 4H2$ &>5(93(/(4$ 506(4$ (1D04F$ 40'($ (2$ @&@2F$ @&($ &730.703F$2=$52.$(6-=>($2=3.($>?/&(A Como se relaciona com o BijaRi:$ T$ :29(Z(Z:29($ 4=43073($ :2($ 5(.30$ /($ /&@=6-(1H2$ /2$ %&'()&F$ 52.3(732F$ 0440$ 5]:6&92$ J$ (63(>0730$ .060@(730$ 5(.($ 4=(4$ (1D04F$ 5.&79&5(6>0730$ (4$ <=0$ 5244=0>$ 52/0.$ /0$ &>5(932$ 42:.0$ =>$ -.(7/0$ 7]>0.2$ /0$ 50442(4A

Concorrência indireta Quem são: WƌŽĚƵƚŽƌĂƐ ĚĞ ǀşĚĞŽͬĐŝŶĞŵĂ͕ ĂŐġŶĐŝĂƐ ĚĞ ƉƵďůŝĐŝĚĂĚĞ͕ ĐŽůĞƟǀŽƐ ĐŽŵ ƉŽƚĞŶĐŝĂŝƐ ĐŽŵĞƌĐŝĂŝƐ͘ Como se relaciona com o BijaRi: ,2$ >04>2$ 30>52$ 0>$ <=0$ 52/0>$ 40.$ $ 5(.90&.24$ 2=F$ (3J$ >04>2F$ 96&07304$ /2$ %&'()&F$ 24$ 92792..07304$ &7/&.0324$ 3(>:J>$ (307/0>$ 2$ >0.9(/2$ (6@2$ ĚŽ ĐŽůĞƟǀŽ Ğ ƉŽĚĞŵ ĚŝƐƉƵƚĂƌ ŽƐ ŵĞƐŵŽƐ ƉƌŽũĞƚŽƐ͘ EŽ ĐĂƐŽ ĚŽƐ ĚĞŵĂŝƐ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ͕ Ġ ƉŽƐƐşǀĞů ƋƵĞ ĞƐƚĞƐ ĞŶƚĞŶĚĂŵ Ž ŵĞƌĐĂĚŽ ĐŽƌƉŽƌĂƟǀŽ ĐŽŵŽ ƵŵĂ ŽƉŽƌƚƵŶŝĚĂĚĞ ĚĞ ƌĞƚŽƌŶŽ ĮŶĂŶĐĞŝƌŽ͕ ƚŽƌŶĂŶĚŽͲƐĞ ƉŽƚĞŶĐŝĂŝƐ ĐŽŶĐŽƌƌĞŶƚĞƐ͘

5.3.1 Conclusão K ŵĂƉĞĂŵĞŶƚŽ ĚŽƐ ƉƷďůŝĐŽƐ ĚĞ ŝŶƚĞƌĞƐƐĞ ƉĞƌŵŝƚĞ Ă ŝĚĞŶƟĮĐĂĕĆŽ ĚŽƐ ƉƌŝŶĐŝƉĂŝƐ 07@26@&/24$ /&.03(F$ 2=$ &7/&.03(>0730$ 92>$ 2$ %&'()&$ 0$ <=0$ 307;(>$ (6-=>($ .060@c79&($5(.($2$70-I9&2A$P04>2$407/2$=>($0>5.04($@263(/($(2$>0.9(/2$ Ϯ ͕ Ž ƉƷďůŝĐŽ ĐŽŶƐƵŵŝĚŽƌ ĚĂƐ ŵĂƌĐĂƐ ƋƵĞ ĐŽŶƚƌĂƚĂŵ ŽƐ ƐĞƌǀŝĕŽƐ ĚŽ ĐŽůĞƟǀŽ 3(>:J>$52/0>$043(.$.06(9&27(/24$92>$2$%&'()&F$=>($@0E$<=0$=>$5.2'032$5(.($ 30.90&.24$92740-=0$-0.(.$9=.&24&/(/0$0$&730.0440$/24$9274=>&/2.04$506($:=49($ ĚĞ ŵĂŝƐ ŝŶĨŽƌŵĂĕƁĞƐ ƐŽďƌĞ ĂƐ ĚĞŵĂŝƐ ĂƟǀŝĚĂĚĞƐ ƉƌĂƟĐĂĚĂƐ͘ ůĠŵ ĚŝƐƐŽ͕ Ž ŝŶǀĞƌƐŽ 3(>:J>$J$5244?@06F$2=$40'(F$2$5]:6&92$9274=>&/2.$52/0$30.$927;09&>0732$/2$ ƚƌĂďĂůŚŽ ƌĞĂůŝǌĂĚŽ ƉĞůŽ ĐŽůĞƟǀŽ͕ ƉŽƌĠŵ͕ ŶĆŽ ŶĞĐĞƐƐĂƌŝĂŵĞŶƚĞ ĚĂ ŵĂƌĐĂ ƉĂƌĂ Ă <=(6$060$043G$3.(:(6;(7/2$0>$/030.>&7(/2$5.2'032A Q0=$ 07-('(>0732$ 3(>:J>$ 8(E$ 92>$ <=0$ 2=3.24$ 5]:6&924$ &730.('(>$ 92>$ ĞůĞ͕ ĨĂĐŝůŝƚĂŶĚŽ͕ ŽƵ ŵĞƐŵŽ ĚŝĮĐƵůƚĂŶĚŽ ƐƵĂƐ ĂĕƁĞƐ͘ dĂŵďĠŵ Ġ ŝŵƉŽƌƚĂŶƚĞ ĐŽŵĞŶƚĂƌ ƋƵĞ Ž ŝũĂZŝ ƉŽƐƐƵŝ Ă ǀĂŶƚĂŐĞŵ ĚĞ ŵĂŶƚĞƌ Ƶŵ ſƟŵŽ ƌĞůĂĐŝŽŶĂŵĞŶƚŽ ĐŽŵ ŵƷůƟƉůŽƐ ƉƷďůŝĐŽƐ ĚĞ ŝŶƚĞƌĞƐƐĞ͕ ĐŽŵŽ ƐĞƵ ƉƷďůŝĐŽ ƐĞŐƵŝĚŽƌ͕ ŝŶƚĞƌŶĞƚ͕ ĂůŐƵŶƐ ĨŽƌŶĞĐĞĚŽƌĞƐ͕ Ğ ŵĞƐŵŽ ŽƵƚƌŽƐ ĐŽůĞƟǀŽƐ͕ Ž ƋƵĞ ĨĂĐŝůŝƚĂ Ă ĞǆƉĂŶƐĆŽ ĚĞ ƐƵĂƐ ĂƟǀŝĚĂĚĞƐ͕ ĨĂǌĞŶĚŽ ĐŽŵ ƋƵĞ Ž ŐƌƵƉŽ ǀĄ ĂůĠŵ ĚŽ ĐŽůĞƟǀŽ ĂƌơƐƟĐŽ͘ ŵĞƐŵŽ ŽƉƚĂŶĚŽ ƉŽƌ ŶĆŽ ĞǆƉĂŶĚŝͲůĂƐ͕ ĮĐĂ Ă ŽƉŽƌƚƵŶŝĚĂĚĞ ĚŽ ĂƉƌĞŶĚŝǌĂĚŽ͕ ĚĂ (<=&4&1H2$/0$ŬŶŽǁ ŚŽǁA Ğ ŵŽĚŽ ŐĞƌĂů͕ Ž ŝũĂZŝ ƉŽƐƐƵŝ ĚŝǀĞƌƐĂƐ Ğ ŐƌĂŶĚĞƐ ŽƉŽƌƚƵŶŝĚĂĚĞƐ ƋƵĞ ƉŽĚĞŵ 40.$3.(:(6;(/(4F$(:.&7/2$72@(4$5244&:&6&/(/04F$0>:2.($<=0F$(2$>04>2$30>52F$ 044(4$ 252.3=7&/(/04$ <=(7/2$ >(6$ (5.2@0&3(/(4$ 2=$ >(6$ 0B09=3(/(4F$ 52/0>$ >&7(.$24$5&6(.04$/2$-.=52F$(>0(1(7/2$4=($42:.0@&@C79&($72$>0.9(/2A !"#$%&'()&

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Posicionamento

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6. POSICIONAMENTO

Ğ ĂĐŽƌĚŽ ĐŽŵ WŚŝůŝƉ <ŽƚůĞƌ͕ 524&9&27(>0732$ J$ 2$ (32$ /0$ 56(70'(.$ ($ 280.3($ 0$ ($ &>(-0>$ /($ 0>5.04($ /0$ >2/2$ <=0$ 06($ 29=50$ =>$ 6=-(.$ ĚŝƐƟŶƚŽ Ğ ǀĂůŽƌŝǌĂĚŽ ŶĂ ŵĞŶƚĞ ĚŽ 96&0730A$ T$ 0B0.9?9&2$ /0$ 524&9&27(.$ =>($ >(.9($ 7H2$ 043G$ 6&-(/2$ (2$ 5.2/=32$2=$($4=($8=79&27(6&/(/0F$>(4$ 4&>$ X$ 043.=3=.($ /0$ .080.C79&($ <=0$ 2$ >04>2$ 29=5($ 7($ >0730$ /2$ 5]:6&92A$ dĂŵďĠŵ Ġ ŝŵƉŽƌƚĂŶƚĞ ĚĞƐƚĂĐĂƌ 2$ 524&9&27(>0732$ &7/0507/0730$ /2$ 9274=>2$ /2$ 5.2/=32F$ 2=$ 40'(F$ 9274=>&/2.04$ <=0$ 7H2$ 30>$ 0>$ ƐƵĂƐ ŵĞŶƚĞƐ Ă ŝŵĂŐĞŵ ĚĞĮŶŝĚĂ &7/&@&/=(6>0730$ /(<=060$ 5.2/=32A$ !2.$ 043($ .(EH2$ J$ &>52.3(730$ <=0$ ($ 0>5.04($ 8(1($ ($ 40->073(1H2$ /0$ 40=$ 5]:6&92$ (6@2F$ ;2>2-070&E(7/2$ (<=060$ 5(.($ 2$ <=(6$ 40=4$ 0482.124$ 0$

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ŝŶǀĞƐƟŵĞŶƚŽƐ ĚĞ ŵĂƌŬĞƟŶŐ$ 40.H2$ ĚĞĚŝĐĂĚŽƐ͕ Ă Įŵ ĚĞ ĐŽŶĐƌĞƟǌĂƌ Ž 524&9&27(>0732$/040'(/2A !2430.&2.>0730F$J$8=7/(>073(6$<=0$($ 0>5.04($(7(6&40$2$524&9&27(>0732$/0$ ƐĞƵƐ ĐŽŶĐŽƌƌĞŶƚĞƐ ƋƵĞ͕ ƉŽƌ ĚĞĮŶŝĕĆŽ͕ (3=(>$72$>04>2$5]:6&92$40609&27(/2A$ L2>$2$07307/&>0732$/2$045(12$<=0$ 0>5.04($0$4=(4$92792..07304$29=5(>$ 7($ >0730$ /2$ 9274=>&/2.F$ 52/0>Z40$ @0.$ (4$ 40>06;(71(4$ 0$ (4$ /&80.071(4$ 50.90:&/(4$ 5062$ 9274=>&/2.$ 0$ 3.(:(6;GZ6(4$ 92>$ ($ &73071H2$ /0$ 9.&(.$ ĞͬŽƵ ŵĂŶƚĞƌ ǀĂŶƚĂŐĞŶƐ ĐŽŵƉĞƟƟǀĂƐ͘ ,$40-=&.F$40.G$&7/&9(/($($82.>($92>2$ 2$ %&'()&$ 40$ 92629($ 5(.($ 2$ >0.9(/2$ ĂƚƵĂůŵĞŶƚĞ Ğ ĐŽŵŽ Ž ĐŽůĞƟǀŽ ĂƌơƐƟĐŽ Ġ ƉĞƌĐĞďŝĚŽ ƉĞůŽ ĐŽŶƐƵŵŝĚŽƌ Ă ƉĂƌƟƌ ĚĞ ĚŽŝƐ ƉŽŶƚŽƐ ƉƌŝŶĐŝƉĂŝƐ͗ 40->073(1H2$0$524&9&27(>0732A

+ 6.1 SEGMENTAÇÃO DESCRITIVA T$ 5]:6&92Z(6@2$ 5.0307/&/2$ 5062$ %&'()&$ JF$ :(4&9(>0730F$ 92>52432$52.$0>5.04(4$/0$/&80.07304$52.304$0$40->07324$ <=0$82.>(>$2$>0.9(/2$%+%A

+ 6.2 SEGMENTAÇÃO COMPORTAMENTAL T4$ 96&07304$ 0$ ƉƌŽƐƉĞĐƚƐ$ /2$ %&'()&$ 4H2$ 0>5.04(4$ <=0$ :=49(>$ 52.$ 426=1D04$ /0$ 92>=7&9(1H2$ @&4=(6$ &72@(/2.(4$ Ğ ŽƵƐĂĚĂƐ͘ ƉŽƐƐşǀĞů ŝĚĞŶƟĮĐĄͲůŽƐ ĐŽŵŽ ĂƵƚġŶƟĐŽƐ Ğ͕ -0.(6>0730F$52=92$3.(/&9&27(&4F$52&4$&/0(6&E(>$=>($82.>($ 7(/($927@079&27(6F$7($;2.($/($9273.(3(1H2F$/0$92>=7&9(.$ 4=(4$ >(.9(4F$ 52/07/2F$ (3J$ >04>2F$ 9278.273GZ6(4$ 92>$ ($ 429&0/(/0$0>$<=0$043H2$&740.&/24A

+ 6.3 CENÁRIO ATUAL ƉĞƌĐĞƉĕĆŽ ĚĂ ĐůĂƐƐĞ ĂƌơƐƟĐĂ Ğ ĂƐ 92743(7304$ /&@0.-C79&(4$ /0$ 25&7&D04$ 073.0$ 24$ 4I9&24$ /2$ %&'()&$ 4H2$ 24$ ƉƌŝŶĐŝƉĂŝƐ ŵŽƟǀŽƐ ƉŽƌ ŶĆŽ ŚĂǀĞƌ Ƶŵ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ ĚĞĮŶŝĚŽ ĂĚŽƚĂĚŽ ƉĞůĂ 0>5.04($(3=(6>0730A$ L2>2$ (7(6&4(/2$ (730.&2.>0730F$ 2$ -.(7/0$5.2:60>($292..0$7($5.029=5(1H2$ /0$ (6-=74$ /24$ 4I9&24$ 0>$ 7H2$ 50./0.$ ($ 9.0/&:&6&/(/0$50.(730$24$9260-(4$0$96(440$ ĂƌơƐƟĐĂ͕ Ž ƋƵĞ Ġ ĞǆƚƌĞŵĂŵĞŶƚĞ ƐƵďũĞƟǀŽ 0F$ /0$ 90.3($ 82.>(F$ 5.092790&3=242$ 0>$ .06(1H2$($40$829(.$0$40$524&9&27(.$92>2$ =>($0>5.04($3(>:J>$(3=(730$0$4I6&/($ ŶŽ ŵĞŝŽ ĐŽƌƉŽƌĂƟǀŽ͘

,4$ 0>5.04(4$ <=0$ 5.29=.(>$ 2$ %&'()&F$ -0.(6>0730F$ 9;0-(>$ 52.$ &7/&9(1D04$ (504(.$/0$927;090.0>$(6-=>$2=$@G.&24$ ƚƌĂďĂůŚŽƐ ĚŽ ĐŽůĞƟǀŽ͕ ƉŽŝƐ͕ ĚĞ ŵŽĚŽ -0.(6F$(&7/($043H2$&740-=.(4$<=(732$X4$ 5244&:&6&/(/04$ /0$ 8.07304$ /0$ (3=(1H2$ Ğŵ ƋƵĞ Ž ĐŽůĞƟǀŽ ƉŽƐƐƵŝ ŚĂďŝůŝĚĂĚĞƐ 5(.($ /040>507;(.A$ P=&3(4$ @0E04F$ 04304$9;0-(>$<=0.07/2$=>$@?/02$5(.($ 0@0732F$ 52.$ 0B0>562F$ >(4$ <=(7/2$ ǀġĞŵ Ž ƉŽƌƞſůŝŽ ǀĂƐƚŽ Ğ ĚĞ ŐƌĂŶĚĞ <=(6&/(/0F$ (9(:(>$ <=0.07/2$ >(&4$ /2$ <=0$(507(4$=>$@?/02A Y2$ c>:&32$ 92>0.9&(6F$ <=(7/2$ J$ 50.-=73(/2$5(.($(6-=J>$<=0$3.(:(6;($

72$ %&'()&$ 42:.0$ 2$ <=0$ J$ 0$ 2$ <=0$ 8(E$ ($ 0>5.04(F$ (4$ .045243(4$ 4H2$ 40>5.0$ &790.3(4F$ @(.&(/(4$ 0$ &>5.09&4(4A$ d432$ J$ ĂƚĠ ũƵƐƟĮĐĄǀĞů͕ ƉŽŝƐ ƌĞĂůŵĞŶƚĞ ĞǆŝƐƚĞ Ă ĚŝĮĐƵůĚĂĚĞ Ğŵ ĞǆƉŽƌ Ž ĐŽůĞƟǀŽ 92>$ (507(4$ =>($ 8.(40A$ Q0>5.0$ <=0$ 5244?@06F$J$.04527/&/2$<=0$40$3.(3($/0$ ĂƌƟƐƚĂƐ ƋƵĞ ĚĞƐĞŶǀŽůǀĞŵ ŝŶƚĞƌĂĕƁĞƐ ŵƵůƟŵşĚŝĂƐ ƉĂƌĂ ĞŵƉƌĞƐĂƐ͘ DĞƐŵŽ ŶŽ ąŵďŝƚŽ ĂƌơƐƟĐŽ͕ ĞƐƐĂ 5.029=5(1H2$ /0$ 524&9&27(>0732$ 3(>:J>$ (9(:($ 407/2$ 3H2$ .060@(730$ <=(732$ 2$ 9(42$ (730.&2.F$ 'G$ <=0$ >=&324$ ĐŽůĞƟǀŽƐ ĂĐĂďĂŵ ĨĂǌĞŶĚŽ ƉĂƌĐĞƌŝĂ ĐŽŵ 2$%&'()&$5(.($/&@0.424$5.2'0324A !"#$%&'()&

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Anรกlise da Marca

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7. ANÁLISE DA MARCA K ǀĂůŽƌ ĚĞ ƵŵĂ ŵĂƌĐĂ ĞƐƚĄ ĂůĠŵ ĚĞ ƐĞƵƐ ďĞŶĞİĐŝŽƐ 8=79&27(&4$ 0$ (3.&:=324$ 3(7-?@0&4$ 0$ /0@0$ 40.$ >074=.(/2$506($.06(1H2$40742.&(6$4=43073(/($073.0$ (4$ 50442(4$ 0$ (4$ >(.9(4A$ ,$ 82.>($ 92>2$ ($ >(.9($ J$ 82.>=6(/($ 0$ 92>=7&9(/(F$ (44&>$ 92>2$ ($ 82.>($ 92>2$40=4$5]:6&924$/0$&730.0440$($@C0>$0$'=6-(>F$ ƐĆŽ ŝŵƉƌĞƐĐŝŶĚşǀĞŝƐ ƉĂƌĂ Ă ĐŽŶƟŶƵŝĚĂĚĞ ĚĞ ƵŵĂ >(.9($0$($4=43073(1H2$/0$4=($&>(-0>$72$>0.9(/2A$ WĂƌĂ ĂŶĂůŝƐĂƌ Ž ǀĂůŽƌ ĚĂ ŵĂƌĐĂ ŝũĂZŝ͕ ƐĞƌĄ ƵƟůŝǌĂĚĂ Ă ĚĞĮŶŝĕĆŽ ĚĞ ƌĂŶĚ ƋƵŝƚǇ ĚĞƐĞŶǀŽůǀŝĚĂ ƉŽƌ ĂǀŝĚ ĂŬĞƌ͘ K ĂƵƚŽƌ ĚĞĮŶĞ Ă ƚĞŽƌŝĂ ĐŽŵŽ Ƶŵ ͞ĐŽŶũƵŶƚŽ ĚĞ ĂƟǀŽƐ Ğ ƉĂƐƐŝǀŽƐ ĂƐƐŽĐŝĂĚŽƐ Ă ƵŵĂ ŵĂƌĐĂ͕ Ž 40=$72>0F$2$40=$4?>:262F$<=0$4H2$(/&9&27(/24$2=$ 4=:3.(?/24$(2$@(62.$5.252.9&27(/2$52.$=>$5.2/=32$ 2=$ 40.@&12$ /0$ =>($ 2.-(7&E(1H2$ 2=$ (24$ 96&07304$ ĚĞƐƐĂ ŽƌŐĂŶŝǌĂĕĆŽ͘͟ ^ĞŐƵŶĚŽ Ă ĂďŽƌĚĂŐĞŵ ĚĞ ĂŬĞƌ͕ ĂůŐƵŶƐ ǀĂůŽƌĞƐ 4H2$ 044079&(&4$ 7($ >074=.(1H2$ /2$ ďƌĂŶĚ ĞƋƵŝƚǇF$ 92>2N$60(6/(/0$X$>(.9(F$927;09&>0732$/0$>(.9(F$ <=(6&/(/0$ 50.90:&/(F$ (4429&(1D04F$ 0$ 2=3.24$ ĂƟǀŽƐ͘ ƐƐĞƐ ĂƐƉĞĐƚŽƐ ŝŶŇƵĞŶĐŝĂŵ ŶĞŐĂƟǀĂ ŽƵ ƉŽƐŝƟǀĂŵĞŶƚĞ ă ĨŽƌŵĂ ĐŽŵŽ Ž ĐŽŶƐƵŵŝĚŽƌ 5074(F$40730$0$(-0$0>$.06(1H2$($=>($/030.>&7(/($ ŵĂƌĐĂ͕ ƉŽƌƚĂŶƚŽ ĐĂďĞ ă ĞŵƉƌĞƐĂ ŝŶǀĞƐƟƌ Ğŵ (1D04$ <=0$ 5244(>$ 82.3(6090.$ 3(&4$ (3.&:=324$ 0$ ďƵƐĐĂƌ Ă ŽƟŵŝǌĂĕĆŽ ĚŽ ǀĂůŽƌ ĚĞůĂ Ğŵ ƌĞůĂĕĆŽ ĂŽ 8(3=.(>0732$-0.(/2A$ *`+

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+ 7.1 LEALDADE À MARCA ,$60(6/(/0$X$>(.9(F$=>$/24$5&6(.04$/2$ďƌĂŶĚ ĞƋƵŝƚǇF$ J$ =>($ >0/&/($ /($ 6&-(1H2$ /2$ 9274=>&/2.$ 92>$ ($ >(.9($0$(7(6&4($($5.2:(:&6&/(/0$/0$=>$9274=>&/2.$ >=/(.$2=$7H2$5(.($($92792..C79&(F$5.&79&5(6>0730$ ƐĞ Ž ĐŽŶĐŽƌƌĞŶƚĞ ĮǌĞƌ ŽĨĞƌƚĂƐ ĐŽŵ ŵĞŶŽƌ ƉƌĞĕŽ͕ ŽƵ ĂůƚĞƌĂƌ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ ĚĞ Ƶŵ ƉƌŽĚƵƚŽͬƐĞƌǀŝĕŽ͘ Q0-=7/2$ 2$ (=32.$ K.0/0.&9;$ KA$ )0&9;806/F$ 0>$ ƐƚƌĂƚĠŐŝĂ ĚĂ >ĞĂůĚĂĚĞ ; Ě͘ ĂŵƉƵƐ͕ ϭϵϵϳͿ͕ ĂƐ 0>5.04(4$ 50./0>F$ 0>$ >J/&(F$ 0$ 42:$ 927/&1D04$ 72.>(&4F$ *`a$ /24$ 40=4$ 9274=>&/2.04$ ($ 9(/($ (72F$2$<=0$J$52=92F$40$92>5(.(/2$(2$9=432$/0$40$ ĐŽŶƐĞŐƵŝƌ Ƶŵ ŶŽǀŽ ĐŽŶƐƵŵŝĚŽƌ͕ ĞƐƟŵĂĚŽ Ğŵ ĐŝŶĐŽ @0E04$>(&4$<=0$2$9=432$5(.($>(73CZ62A$#>$32/24$24$ 9(424F$ 2$ ďƌĂŶĚŝŶŐ$ 5.09&4($ /0$ 0482.124$ &7307424$ /0$ ŵĂƌŬĞƟŶŐ Ğ ĐŽŵƵŶŝĐĂĕĆŽ ƉĂƌĂ ƐĞƌ ĚĞǀŝĚĂŵĞŶƚĞ &>56(73(/2$ 0>$ =>($ 0>5.04(A$ !2.3(732F$ 5(.($ ($ 42:.0@&@C79&($ /0$ =>($ >(.9(F$ J$ 8=7/(>073(6$ <=0$ 40'(>$/0407@26@&/24$5.2-.(>(4$/0$.06(9&27(>0732$ 92>$2$9274=>&/2.$0>$627-2$5.(E2$0$92>=7&9(1H2$ 92>$5]:6&92Z(6@2A WĂƌĂ ĂƉƌŽĨƵŶĚĂƌ Ă ĂŶĄůŝƐĞ ĚĞƐƚĞ ĂƟǀŽ͕ ƐĞƌŝĂ

709044G.&2$ =>$ 5.28=7/2$ 927;09&>0732$ /24$ 96&07304$0$ƉƌŽƐƉĞĐƚƐ ĚŽ ŝũĂZŝ Ă ƉĂƌƟƌ ĚĞ ƵŵĂ 92603($ /0$ &782.>(1D04$ 92796=4&@(4$ 42:.0$ 40=$ .06(9&27(>0732$92>$($>(.9(A$Y2$073(732F$92>2$ 'G$@&432$(730.&2.>0730F$($0>5.04($7H2$5244=&$ =>$ :(792$ /0$ /(/24$ /0@&/(>0730$ (6&>073(/2$ ŽƵ ĞƐƚƵĚŽ ƉĂƌĂ ƋƵĞ ƐĞũĂ ƉŽƐƐşǀĞů ŝĚĞŶƟĮĐĄͲůŽƐ 0$&780.&.$42:.0$40=$92>52.3(>0732A$$$ ŽŶĨŽƌŵĞ ǀŝƐƚŽ ŶŽ ĐĂƉşƚƵůŽ D Z K Ϯ ͕ K /: Z/ ^h ^ KZ/ Ed O ^ KZWKZ d/s ^͕ 2$%&'()&$(307/0$2$>0.9(/2$%+%$0$043($.06(1H2$ Ġ ĚŝĨĞƌĞŶƚĞ ĚŽ ƋƵĞ ĐŽŵ Ž ĐŽŶƐƵŵŝĚŽƌ ĮŶĂů͕ 52&4$ 0B&-0$ =>$ 07@26@&>0732$ >(&4$ .(9&27(6$ 0$ ŵĞŶƐƵƌĂĕĆŽ ĚĞ ďĞŶĞİĐŝŽƐ ŝŵĞĚŝĂƚŽƐ͘ ^Ğ͕ ƉŽƌ =>$6(/2F$2$(5062$0>29&27(6$7H2$J$3H2$60@(/2$ 0>$ 9274&/0.(1H2$ 5(.($ 2$ 82.3(609&>0732$ /($ &>(-0>$/($>(.9(F$52.$2=3.2F$2$.06(9&27(>0732$ 0>$ 627-2$ 5.(E2$ 50.>&30$ =>($ 82.30$ 5(.90.&($ 073.0$ (4$ /=(4$ 5(.304F$ 3(732$ 5062$ >(&2.$ 52/0.$ ĚĞ ďĂƌŐĂŶŚĂ͕ ƋƵĂŶƚŽ ƉĞůĂ ĐŽŶĮĂďŝůŝĚĂĚĞ 927<=&43(/(A$ #73.03(732F$ 2$ (5062$ 0>29&27(6F$

+ 7.2 CONHECIMENTO DE MARCA 07<=(732$82.>($/0$-0.(.$@&4&:&6&/(/0$ 5(.($ (4$ /&@0.4(4$ 50442(4$ M3(>:J>$ ĐŚĂŵĂĚĂƐ ƉŽƌ ͞ƉƷďůŝĐŽ ƐĞŐƵŝĚŽƌ͟ ŽƵ ͞ĨĆƐ͟ ĂŽ ůŽŶŐŽ ĚĞƐƚĞ ƚƌĂďĂůŚŽͿ &>5(93(/(4$50624$5.2'0324F$'G$5.2@2=$ 40.$8=7/(>073(6$5(.($2$9(42$/2$%&'()&$ .0(6&E(.$ 0482.124$ /0$ 92>=7&9(1H2$ 40$ ĨŽĐĂŶĚŽ ĚĞ ĨŽƌŵĂ ĂŵƉůĂ͕ Ă Įŵ ĚĞ ĂƟŶŐŝƌ Ž ŵĞƌĐĂĚŽ Ϯ ƉŽƌ ŵĞŝŽ ĚĞ ďƵǌǌ$/2$5]:6&92$0>$-0.(6A ,44&>F$92796=&Z40$<=0$($60(6/(/0$7H2$J$ =>$8(32.$/030.>&7(730$7($04926;($/2$ %&'()&$92>2$=>$5.043(/2.$/0$40.@&124$ 0F$ 92740<=0730>0730F$ 7H2$ ;G$ =>($ &>(-0>$ /0$ >(.9($ 927426&/(/($ 72$ >0.9(/2A$ ,504(.$ /0$ 24$ 96&07304$ 5.29=.(.0>$ 24$ 40.@&124$ /($ 0>5.04($ 506($ 0B9060730$ <=(6&/(/0$ 0$ &72@(1H2$ 0>$9(/($5.2'032$073.0-=0F$7H2$0B&430$ 707;=>$ @?79=62$ 5I4Z@07/(F$ 2$ <=0$ 50.>&30$(24$9273.(3(7304$043(:06090.$ ĐŽŶƚĂƚŽ ĐŽŵ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ 92792..07304$2=F$(3J$>04>2F$(-C79&(4$ 0$ 5.2/=32.(4$ /0$ @?/02$ <=0$ 5244(>$ 280.090.$(4$>04>(4$426=1D04A

T$9274=>&/2.$:.(4&60&.2$307/0$($@(62.&E(.$=>($>(.9($0>$4=(4$ /09&4D04$ /0$ 92>5.(F$ 253(7/2$ <=(40$ 40>5.0$ 52.$ (<=06($ <=0$ ĐŽŶŚĞĐĞ Ğ ůŚĞ ƚƌĂŶƐŵŝƚĞ ĐŽŶĮĂŶĕĂ͘ ŵďŽƌĂ ŚĂũĂ ŵŽŵĞŶƚŽƐ Ğŵ <=0$ 2$ 52/0.$ /0$ 92>5.($ 043G$ 078.(<=09&/2F$ 2$ (5062$ /2$ 5.012$ ďĂŝǆŽ ƌĂƌĂŵĞŶƚĞ ƐĞ ŵĂŶƚĠŵ ĨŽƌƚĞ Ž ƐƵĮĐŝĞŶƚĞ ƉĂƌĂ ƌĞƚĞƌ Ă 5.080.C79&($ /04304$ 9274=>&/2.04$ 29(4&27(&4$ <=0$ 40$ 40730>$ /0492782.3G@0&4$52.$3.29(.F$>04>2$<=0$30>52.(.&(>0730F$4=(4$ >(.9(4$5.080.&/(4A$$$$ K ĐŽŶŚĞĐŝŵĞŶƚŽ ĚĞ ŵĂƌĐĂ ƌĞŇĞƚĞ Ž ƋƵĂŶƚŽ Ă ŵĂƌĐĂ Ġ ĐŽŶŚĞĐŝĚĂ ƉĞůŽ ŵĞƌĐĂĚŽ ĐŽŶƐƵŵŝĚŽƌ͕ ƉŽƌƚĂŶƚŽ͕ ƉĂƌƟŶĚŽ ĚŽ ƉŽŶƚŽ ƋƵĞ Ž ĐŽŶŚĞĐŝŵĞŶƚŽ ĚĞǀĞ ĞƐƚĂƌ ůŝŐĂĚŽ Ă ĨĂƚŽƌĞƐ ƉŽƐŝƟǀŽƐ͕ ƋƵĂŶƚŽ >(&2.$ 2$ 927;09&>0732$ <=0$ 24$ 9274=>&/2.04$ 5244=0>$ /($ >(.9(F$>(&2.$@(62.$($>(.9($307/0$($5244=&.A$ ŽŶĨŽƌŵĞ ŝĚĞŶƟĮĐĂĚŽ Ğŵ WZKDK K h K͕ Ž ŵĂŝůŝŶŐ$ ƵƟůŝǌĂĚŽ ƉĞůŽ ŝũĂZŝ Ġ ĨŽƌŵĂĚŽ͕ ďĂƐŝĐĂŵĞŶƚĞ͕ ƉĞůŽ ďŽĐĂͲĂͲ ďŽĐĂ ĚĞ ĐůŝĞŶƚĞƐ ĂƚƵĂŝƐ Ğ ĂŶƟŐŽƐ͕ ĂůĠŵ ĚĞ ĂŵŝŐŽƐ͕ ĐŽŶŚĞĐŝĚŽƐ͕ (/>&.(/2.04F$039F$0$.(.(>0730$;G$0482.124$/24$&730-.(7304$/2$ ĐŽůĞƟǀŽ ƉĂƌĂ ƋƵĞ Ă ŵĂƌĐĂ ƐĞũĂ ĚŝǀƵůŐĂĚĂ Ă ƉŽƐƐşǀĞŝƐ ƉƌŽƐƉĞĐƚƐA$$ !2/0Z40$/&E0.$<=0F$(504(.$/0$5244=&.$(63($/&80.079&(1H2F$2$%&'()&$ 7H2$5244=&$-.(7/0$.060@c79&($72$>0.9(/2$0>$<=0$(3=(F$52&4$2$ ƚƌĂďĂůŚŽ ƌĞĂůŝǌĂĚŽ Ġ ĚĞƐĐŽŶŚĞĐŝĚŽ ƉŽƌ ƵŵĂ ƐŝŐŶŝĮĐĂƟǀĂ ƉĂƌĐĞůĂ /2$5]:6&92Z(6@2F$2$<=0$&>50/0$($9(53(1H2$/0$72@24$96&07304$0F$ 92740<=0730>0730F$ ($ /&@=6-(1H2$ /0$ 72@24$ 5.2'0324A$ ,$ 8(63($ /0$ 043.(3J-&($ /0$ 92>=7&9(1H2F$ 5.&79&5(6>0730$ 0>$ .06(1H2$ ĂŽƐ ƚƌĂďĂůŚŽƐ ĞǆĞĐƵƚĂĚŽƐ͕ ƚĂŵďĠŵ ĚŝĮĐƵůƚĂ Ă ƉƌŽƉĂŐĂĕĆŽ ĚŽ ĐŽŶĐĞŝƚŽ ĚĞ Ƶŵ ĐŽůĞƟǀŽ ĂƌơƐƟĐŽ ƋƵĞ ƉŽƵĐŽ Ġ ĐŽŶŚĞĐŝĚŽ ƉĞůŽ 5]:6&92$0>$-0.(6A$

hŵĂ ƌĞůĂĕĆŽ ŝŵƉŽƌƚĂŶƚĞ Ă ƐĞƌ ŵĞŶĐŝŽŶĂĚĂ Ġ Ă ĚŽƐ ĂƌƟƐƚĂƐ Ğ ƉƷďůŝĐŽ Ğŵ ŐĞƌĂů ƋƵĞ ĂĐŽŵƉĂŶŚĂŵ ŽƐ ƚƌĂďĂůŚŽƐ ĚŽ ĐŽůĞƟǀŽ ƚĂŶƚŽ ŶĂƐ ƌĞĚĞƐ ƐŽĐŝĂŝƐ͕ )/0%$ 0$#$-"F$92>2$5.04079&(6>0730$40>5.0$<=0$5244?@06A$ #4404$-0.(/2.04$/0$ďƵǌǌ$3(>:J>$92..04527/0>$($ Ƶŵ ƌĞŇĞǆŽ ƉŽƐŝƟǀŽ ĚŽ ƋƵĞ Ž ŝũĂZŝ ĞƐƚĄ ĨĂǌĞŶĚŽ 2=$ 80EA$ d432$ <=0.$ /&E0.$ <=0F$ <=(732$ >(&4$ 50442(4$ ĞƐƟǀĞƌĞŵ ĐŽŵĞŶƚĂŶĚŽ Ğ ĐŽŶŚĞĐĞŶĚŽ Ž ƋƵĞ Ġ ĨĞŝƚŽ ƉĞůŽ ĐŽůĞƟǀŽ͕ ŵĂŝŽƌ ĚĞǀĞ ƐĞƌ Ž ŝŶƚĞƌĞƐƐĞ 52.$ 5(.30$ /(4$ 0>5.04(4F$ 'G$ <=0$ 043(4$ 50.90:0>$ <=0$ 04404$ 3.(:(6;24$ 5244=0>$ -.(7/0$ 523079&(6$ 5(.($ &>5(93(.$ 5]:6&924$ 0$ <=(6&/(/0$ 5(.($ 3(732A$ !2.$2=3.2$6(/2F$<=(732$>(&4$0>5.04(4$9273.(3(>$ Ž ĐŽůĞƟǀŽ ƉĂƌĂ ƉƌŽũĞƚŽƐ ĚĞ ŐƌĂŶĚĞ ǀŝƐŝďŝůŝĚĂĚĞ͕ >(&2.$40.G$2$&730.0440$/(4$50442(4$50624$3.(:(6;24$ ĚŽ ĐŽůĞƟǀŽ ʹ ŝƐƚŽ ŶŽ ĐĂƐŽ ĚĞ ƉƌŽũĞƚŽƐ ƋƵĞ ůĞǀĞŵ 24$9.J/&324$/2$%&'()&$/0$(6-=>($82.>($(2$5]:6&92$ ĮŶĂů͕ ĐĂƐŽ ĐŽŶƚƌĄƌŝŽ ĐĂďĞ ĂŽ ƉƌſƉƌŝŽ ĐŽůĞƟǀŽ /&@=6-(.$<=0$/030.>&7(/2$3.(:(6;2$82&$80&32$52.$060$ ʹ Ğ ĞƐƚĂƐ ƉĂƐƐĂŵ Ă ƐĞ ŝŶĨŽƌŵĂƌ ŵĂŝƐ ƐŽďƌĞ ĞůĞƐ ;ŽƐ ƚƌĂďĂůŚŽƐͿ͘ /ƐƚŽ ŐĞƌĂ Ƶŵ ĐŝĐůŽ ĚĞ ƌĞƚƌŽĂůŝŵĞŶƚĂĕĆŽ /(4$ 523079&(6&/(/04$ /($ >(.9(F$ 52&4$ 24$ 5.2'0324$ ĚĞƐĞŶǀŽůǀŝĚŽƐ ƉĞůŽ ĐŽůĞƟǀŽ ĐŽƐƚƵŵĂŵ ƐĞƌ ŵƵŝƚŽ :0>$ @&4324$ 3(732$ 506(4$ 0>5.04(4$ 92>2$ 5062$ ƉƷďůŝĐŽ Ğŵ ŐĞƌĂů͕ ĂĮŶĂů͕ ƚƌĂƚĂͲƐĞ ĚĞ ƵŵĂ ůŝŶŐƵĂŐĞŵ Ğ ŝĚĞŶƟĚĂĚĞ ĂƌơƐƟĐĂ ƉƌſƉƌŝĂ ƐĞŶĚŽ ĂƉůŝĐĂĚĂ ƐŽďƌĞ 5.2'0324$92>0.9&(&4A !"#$%&'()&

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&730.7(9&27(&4$ <=0$ 5244&:&6&3(>$ Ž ĂůƚŽ ŐƌĂƵ ĚĞ ƉƌŽĮƐƐŝŽŶĂůŝƐŵŽ Ğ 04509&(6&E(1H2$ /24$ &3074$ 280.09&/24F$ .0927;09&/24$ 50624$ 9273.(3(7304$ /2$ ĐŽůĞƟǀŽ͘ ^ĞŶĚŽ ĂƐƐŝŵ͕ ĞƐƉĞƌĂͲƐĞ ƋƵĞ ($<=(6&/(/0$/($>(.9($40'($(63(A Y2$ 9(42$ /($ >(.9($ %&'()&F$ (504(.$ /($ <=(6&/(/0$ 50.90:&/(F$ 0430$ (&7/($ 7H2$ J$ =>$ 9.&3J.&2$ &>5.049&7/?@06$ 5(.($ ƋƵĞ ŚĂũĂ ĮĚĞůŝĚĂĚĞ ĚĞ ƐĞƵƐ ĐůŝĞŶƚĞƐ͘ ŽŶĨŽƌŵĞ ǀŝƐƚŽ Ğŵ WZK hd/s/ Yh >/ ͕ ŶĆŽ Ġ ƉŽƐƐşǀĞů ŵĞŶƐƵƌĂƌ ($50.9051H2$/0$<=(6&/(/0$/24$5.2'0324$ 0B09=3(/24F$ =>($ @0E$ <=0$ 7H2$ 0B&430$ 707;=>($ (1H2$ 5I4Z@07/($ 0$ 7H2$ 4H2$ ĂƉůŝĐĂĚĂƐ ƉĞƐƋƵŝƐĂƐ ĚĞ ƐĂƟƐĨĂĕĆŽ͘ !2.3(732F$ 2$ ĨĞĞĚďĂĐŬ$ .090:&/2$ J$ &782.>(6$ 0$ 5.2@07&0730$ /2$ ďƵǌǌ$ -0.(/2$ 52.$ (/>&.(/2.04F$ 0BZ96&07304$ 0$ 96&07304$ <=0$ :=49(>$ &72@(1H2$ 0>$ 40=4$ 5.2'0324A$ #44($ (1H2$ (9(..03($ 0>$ =>($ /&@=6-(1H2$ 045273c70($ 5062$:29(Z(Z:29($0$>?/&(4F$<=0$(3.(&$ 72@24$ 96&07304$ X$ 0>5.04(F$ =>($ @0E$ <=0$7H2$;G$0482.124$9273=7/07304$/0$ 5.245091H2A$

+ 7.4 ASSOCIAÇÕES À MARCA Ɛ ĂƐƐŽĐŝĂĕƁĞƐ ƉŽƐŝƟǀĂƐ ƐĆŽ ůĞŵďƌĂŶĕĂƐ ĂƟǀĂĚĂƐ ŶĂ ŵĞŶƚĞ ĚŽ 9274=>&/2.F$82.>(7/2$=>$@?79=62$0>29&27(6$0$6&-(7/2$($&>(-0>$ Ğ Ž ĐŽŶĐĞŝƚŽ ƋƵĞ ĂƐ ƉĞƐƐŽĂƐ ƚġŵ ƐŽďƌĞ Ă ĞŶƟĚĂĚĞ ĂŽ ƉƌŽĚƵƚŽ͕ ƚƌĂǌĞŶĚŽ ĂƐƐŝŵ ŵĂŝŽƌ ĐŽŶĮĂďŝůŝĚĂĚĞ ă ŵĂƌĐĂ͘ ƐƚĂďĞůĞĐĞƌ ƚĂŝƐ (4429&(1D04$<=0$/&8=7/0>$=>($:2($&>(-0>$/0$=>($>(.9(F$J$=>$ ŐƌĂŶĚĞ ĚĞƐĂĮŽ ăƐ ĞŵƉƌĞƐĂƐ͕ ƉŽƌĠŵ ĚĞ ŐƌĂŶĚĞ ŝŵƉŽƌƚąŶĐŝĂ ƉĂƌĂ <=0$40=$5(3.&>h7&2$40'($:0>$043.=3=.(/2A EŽ ĐĂƐŽ ĚŽ ŝũĂZŝ͕ Ă ŝŶŽǀĂĕĆŽ͕ ĐƌŝĂƟǀŝĚĂĚĞ Ğ ŽƵƐĂĚŝĂ ƐĆŽ ĂůŐƵŵĂƐ /(4$ 5.&>0&.(4$ (4429&(1D04$ .0(6&E(/(4F$ 50624$ <=0$ 927;090>$ 2$ ĐŽůĞƟǀŽ͕ ƐŽďƌĞ Ă ŵĂƌĐĂ Ğŵ Ƶŵ ƉƌŝŵĞŝƌŽ ŵŽŵĞŶƚŽ͕ ƵŵĂ ǀĞǌ ƋƵĞ ŽƐ ƉƌŽũĞƚŽƐ ŝĚĞůŝǌĂĚŽƐ ƉĞůŽ ĐŽůĞƟǀŽ ƚġŵ͕ ĐŽŵŽ ŽďũĞƟǀŽ͕ ƚƌĂŶƐŵŝƟƌ ƵŵĂ ŝĚĞŝĂ ĂůƚĞƌŶĂƟǀĂ ĚĞ ĐŽŵƵŶŝĐĂĕĆŽ ǀŝƐƵĂů ƉĂƌĂ ĂƐ ĞŵƉƌĞƐĂƐ ĐŽŶƚƌĂƚĂŶƚĞƐ͕ ƐĞŵ ƉĞƌĚĞƌ Ă ŝĚĞŶƟĚĂĚĞ ĐŽŶƚĞƐƚĂĚŽƌĂ ĚŽƐ ĂƌƟƐƚĂƐ 07@26@&/24A$ ,$ 252.3=7&/(/0$ /0$ 0B30.&2.&E(.$ =>($ &/0&($ /0$ 82.>($ 2.&-&7(6$3(>:J>$J$=>$52732$($40.$60@(/2$0>$9274&/0.(1H2F$52&4$J$ ƵŵĂ ĨŽƌŵĂ ĚĞ ĞǆƉƌŝŵŝƌ ŝĚĞĂŝƐ Ğ ƐĞŶƟŵĞŶƚŽƐ ĚĞ ĨŽƌŵĂ ĚŝĨĞƌĞŶĐŝĂĚĂ Ğ ĂƚƌĂƟǀĂ ĂŽƐ ĚĞŵĂŝƐ͘ WŽƌ ŽƵƚƌŽ ůĂĚŽ͕ ĂƚƵĂƌ ŶŽ ƐĞŐŵĞŶƚŽ ĚĞ ĐŽůĞƟǀŽƐ ĂƌơƐƟĐŽƐ ƌĞƋƵĞƌ 92743(730$ &72@(1H2$ 0$ /&80.079&(1H2A$ T4$ 5.2'0324$ 2=4(/24$ 0$ ͞ĚĞƐĐŽůĂĚŽƐ͟ ƐĆŽ ƵŵĂ ĞǆƉƌĞƐƐĆŽ ĚŽ ƋƵĞ Ă ĞŵƉƌĞƐĂ ƌĞƉƌĞƐĞŶƚĂ ŶŽ ŵĞƌĐĂĚŽ͕ ƵŵĂ ǀĞǌ ƋƵĞ ƐĆŽ ƵŵĂ ƚĞŶƚĂƟǀĂ ĚĞ ƐĂŝƌ ĚŽ ĐŽŶǀĞŶĐŝŽŶĂů /($5=:6&9&/(/0$0$5.25(-(7/($(3=(6A$ !(.($2$5]:6&92$-0.(6F$24$5.2'0324$(=32.(&4$4H2$501(4$8=7/(>073(&4$ /0$ (4429&(1H2$ X$ >(.9(A$ P=&32$ /2$ .0927;09&>0732$ /2$ %&'()&$

Figura 1

Figura 2

92>012=$ -.(1(4$ ($ 04404F$ <=0$ 92..04527/0>$ ($ /&@0.4(4$ 0B524&1D04F$ &730.@071D04$=.:(7(4$0$&743(6(1D04F$407/2$<=0$>=&324$82.(>$.0(6&E(/24$ ĐŽŵ ƉĂƌĐĞƌŝĂƐ ĚĞ ŽƵƚƌŽƐ ĂƌƟƐƚĂƐ ŽƵ ĐŽůĞƟǀŽƐ͘ !(.($&6=43.(.$2$<=0$82&$/&32F$0>$=>($@&4&3($.0(6&E(/($5062$-.=52$/0430$ !"#$(2$%&'()&F$/=.(730$=>($/030.>&7(/($.0=7&H2$5(.($5.245093(.$/2&4$ 96&07304$<=0$.05.04073(@(>$=>($(-C79&($/0$0@07324$/0$>J/&2$52.30F$ ŽƐ ƉƌŝŵĞŝƌŽƐ ƚƌĂďĂůŚŽƐ ĂƉƌĞƐĞŶƚĂĚŽƐ ĨŽƌĂŵ ŽƐ ĐŽŵĞƌĐŝĂŝƐ͕ ĐŽŶƟĚŽƐ ŶŽ ƌĞůĞĂƐĞ ĚĞ ϮϬϬϵ͘ K ŝŵƉĂĐƚŽ ĨŽŝ ƉŽƐŝƟǀŽ Ğ ĂŵďŽƐ ĞůŽŐŝĂƌĂŵ ďĂƐƚĂŶƚĞ Ğ /0>2743.(.(>$=>($5243=.($/0$.0450&32$0$/0$(/>&.(1H2$5062$3.(:(6;2A$ ƵƌĂŶƚĞ ĞƐƚĂ ŵĞƐŵĂ ƌĞƵŶŝĆŽ ĨŽŝ ĐŽŵĞŶƚĂĚŽ Ƶŵ ƉŽƵĐŽ ƐŽďƌĞ ŽƐ 3.(:(6;24$ (=32.(&4F$ 2$ <=0$ /0450.32=$ 9=.&24&/(/0$ /24$ .05.04073(7304$ ĚĂ ĞŵƉƌĞƐĂ ĚĞ ĞǀĞŶƚŽƐ͘ ƉſƐ Ă ĞǆŝďŝĕĆŽ ĚŽ ƌĞůĞĂƐĞ ĚŽƐ ƷůƟŵŽƐ

Figura 3

3.(:(6;24$(=32.(&4$.0(6&E(/24F$92>2$2$/($-(6&7;($<=0$82&$4263($7($52.3($ ĚŽ ^ŚŽƉƉŝŶŐ /ŐƵĂƚĞŵŝ ;ĮŐ͘ ϭͿ ʹ ƉĂƌƚĞ ĚĂ ƐĠƌŝĞ ĚĞ ŝŶƚĞƌǀĞŶĕƁĞƐ ƵƌďĂŶĂƐ ͞ ŶƟƉŽƉ͟ ʹ͕ Ž ǀşĚĞŽͲĚĂŶĕĂ sĄƌǌĞĂ ;ĮŐ͘ ϮͿ ʹ ǀşĚĞŽͲĚĂŶĕĂ͕ ŝĚĞĂůŝǌĂĚŽ ƉĞůŽ ŝũĂZŝ Ğŵ ƉĂƌĐĞƌŝĂ ĐŽŵ Ž ĐŽƌĞſŐƌĂĨŽ ZŝĐĂƌĚŽ /ĂǌĞƩĂ͕ ƋƵĞ ƌĞŇĞƚĞ ƐŽďƌĞ ƚĞƌƌŝƚſƌŝŽƐ͕ ĨƌŽŶƚĞŝƌĂƐ Ğ ŽĐƵƉĂĕĆŽ ĚŽ ĞƐƉĂĕŽ ƉƷďůŝĐŽ ʹ͕ Ğ ŽƐ ũŽĆŽͲ ďŽďŽƐ ĞƐƉĂůŚĂĚŽƐ ƉĞůŽ ĐĞŶƚƌŽ ĚĂ ĐŝĚĂĚĞ ĚĞ ^ĆŽ WĂƵůŽ ;ĮŐ͘ ϯͿ ʹ ƉĂƌĂ ĂŶĂůŝƐĂƌ ĂƐ ĂƟƚƵĚĞƐ Ğ ŝŶƚĞƌĂĕĆŽ ĚŽƐ ƉĞĚĞƐƚƌĞƐ ʹ Ğ ĂůŐƵŶƐ ŽƵƚƌŽƐ ŵĂŝƐ͕ Ă ƌĞĂĕĆŽ ĨŽŝ ĞǆƚƌĞŵĂŵĞŶƚĞ ƉŽƐŝƟǀĂ Ğ ĚĞ ƉĞƌƉůĞǆŝĚĂĚĞ Ğ ĞŶƚƵƐŝĂƐŵŽ ƉŽƌ 5(.30$/(4$50442(4A$ EĞƐƚĞ ĐĂƐŽ ĚĞƐĐƌŝƚŽ͕ ƉƀĚĞͲƐĞ ƉĞƌĐĞďĞƌ Ž ƋƵĂŶƚŽ Ž ůĂĚŽ ĂƌơƐƟĐŽ Ğ ĂƵƚŽƌĂů ĚŽ ĐŽůĞƟǀŽ ƚĞŵ ƉŽƚĞŶĐŝĂů ƉĂƌĂ ĂŐƌĞŐĂƌ ǀĂůŽƌ ă ŵĂƌĐĂ Ğ ĐŽŵŽ 060$/0@0$40$>(730.$40>5.0$(4429&(/2$(2$<=0$2$%&'()&$.0(6&E(A !"#$%&'()&

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+ 7.5 CONCLUSÃO ,$ (7G6&40$ /($ >(.9($ %&'()&$ 92796=&$ <=0F$ 0>:2.($ ($ <=(6&/(/0$ /24$ 5.2'0324$06(:2.(/24$40'($.0927;09&/($ 5062$ 5]:6&92$ 0>$ -0.(6F$ ($ >(.9($ (&7/($ /0&B($ >=&32$ ($ /040'(.$ 0>$ .06(1H2$ (2$ 40=$ 927;09&>0732$ 0$ X$ 60(6/(/0$ /24$ 96&07304F$ 52&4$ 7H2$ ;G$ =>$ 524&9&27(>0732$ 96(.2$ 0F$ 92740<=0730>0730F$ 8(63(>$ 0482.124$ ƉĂƌĂ ĮĚĞůŝǌĂƌ ŽƐ ĐůŝĞŶƚĞƐ Ğ ƚŽƌŶĄͲůŽƐ ĂƟǀŽƐ͘ K ĂĐĞƐƐŽ ƉƌĂƟĐĂŵĞŶƚĞ ŝƌƌĞƐƚƌŝƚŽ /($ 525=6(1H2$ ($ /&@0.424$ @0?9=624$ /0$ 92>=7&9(1H2$ 50.>&30$ <=0$ ($ /&@=6-(1H2$307;($-.(7/0$&>52.3c79&($ 7($ 5.25(-(1H2$ /0$ =>($ >(.9($ 0$ /0$ ƐĞƵƐ ďĞŶĞİĐŝŽƐ͕ ĨĂĐŝůŝƚĂŶĚŽ Ž ĂĐĞƐƐŽ ă &>(-0>$ /0$ 0>5.04(4$ 0$ &782.>(1D04$ 42:.0$4=(4$>(.9(4A$!2.$=>$6(/2F$0430$ 8(32$ 52/0$ 40.$ =>($ 252.3=7&/(/0$ (2$ *`e

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%&'()&F$ =>($ @0E$ <=0$ 24$ (7=79&(7304$ ĞƐƚĆŽ ƋƵĞƐƟŽŶĂŶĚŽ ŽƐ ŵŽĚĞůŽƐ 96G44&924$ /(4$ (-C79&(4$ 0$ 307/0>$ ($ :=49(.$ 426=1D04$ &72@(/2.(4$ 0$ ĐƌŝĂƟǀĂƐ ƉĂƌĂ ĐŽŵƵŶŝĐĂƌͲƐĞ ĐŽŵ Ž 5]:6&92A$ !2.$ 2=3.2F$ ($ 0>5.04($ 7H2$ ƵƟůŝǌĂ ĞƐƚĂ ǀĂŶƚĂŐĞŵ ƉĂƌĂ ďĞŶĞİĐŝŽ 5.I5.&2$ 0$ 7H2$ /0>2743.($ 0482.124$ 5(.($ /&@=6-(.Z40$ (2$ 40=$ ƚĂƌŐĞƚ$ <=0$ JF$:(4&9(>0730F$(3.(?/2$5062$:29(Z(Z :29(A$ ,504(.$ /0$ 40.$ =>$ 5.2:60>($ <=0$ 5.09&4($ 40.$ 4(7(/2F$ 24$ .09=.424$ 7H2$ /0@0>$ 40.$ 9279073.(/24$ ĂƉĞŶĂƐ ŶĂ ĐŽŵƵŶŝĐĂĕĆŽ͘ dŽĚĂ >(.9($ J$ =>$ 5.290442$ &730-.(/2$ <=0$ 07@26@0$ 56(70'(>0732$ 043.(3J-&92F$ (307/&>0732F$ 5.2/=1H2F$ .06(9&27(>0732$5I4Z@07/(F$0$/0>(&4$ 8(32.04$ <=0$ /0@0>$ 40.$ 9273.26(/24$

5(.($ <=0$ -0.0$ =>($ @(73(-0>$ ĐŽŵƉĞƟƟǀĂ ĨƌĞŶƚĞ ă ĐŽŶĐŽƌƌġŶĐŝĂ Ğ ŶĆŽ ŚĂũĂ ŶĞŶŚƵŵĂ ĚĞĮĐŝġŶĐŝĂ ŐƌĂǀĞ͘ ,$:(&B($60(6/(/0$X$>(.9($3(>:J>$J$=>$ 52732$($40.$60@(/2$0>$9274&/0.(1H2F$ 52&4$ J$ 0@&/0730$ ($ 709044&/(/0$ ĚĂ ƵƟůŝǌĂĕĆŽ ĚĞ ĨĞƌƌĂŵĞŶƚĂƐ ĚĞ ŵĂƌŬĞƟŶŐ 5(.($ ($ 92743.=1H2$ /0$ =>$ .06(9&27(>0732$ 4I6&/2$ 0$ /=.(/2=.2$ 073.0$ 2$ %&'()&$ 0$ 40=4$ 96&0730$ <=0$ @G$ (6J>$ /(4$ .06(1D04$ 92>0.9&(&4A$ EĞƐƚĞ ĐĂƐŽ͕ Ă ƉƌĄƟĐĂ ĚŽ ŵĂƌŬĞƟŶŐ$ /0$ .06(9&27(>0732$ 4=43073($ 2$ ďƌĂŶĚŝŶŐ Ğ͕ ĂůĠŵ ĚŽ ŵĂƌŬĞƟŶŐ /&.032$ 0$ 3&"4-043&" ʹ ƉŽƐƐşǀĞů͕ ƉŽŝƐ 2$ %&'()&$ (&7/($ (307/0$ =>$ .043.&32$ ŵĞƌĐĂĚŽ ʹ ƚĂŵďĠŵ Ġ ŝŵƉƌĞƐĐŝŶĚşǀĞů ă ĐŽŶƐƚƌƵĕĆŽ ĚĞ ĂƐƐŽĐŝĂĕƁĞƐ ƉŽƐŝƟǀĂƐ 0$.060@(7304$7($>0730$/2$9274=>&/2.$ 0$5]:6&92$0>$-0.(6A$

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Identidade da Marca

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8. IDENTIDADE DA MARCA BIJARI EĞƐƚĞ ĐĂƉşƚƵůŽ͕ ƐĞƌĄ ĚŝƐĐƵƟĚĂ Ă ŝĚĞŶƟĚĂĚĞ ĚĂ ŵĂƌĐĂ %&'()&F$ 0$ 92>2$ 06($ J$ 50.90:&/($ 5062$ >0.9(/2A$ ,$ ŝĚĞŶƟĚĂĚĞ Ġ ĚŝǀŝĚŝĚĂ Ğŵ ƚƌġƐ ƐƵďŐƌƵƉŽƐ ƉƌŝŶĐŝƉĂŝƐ͗ ŝĚĞŶƟĚĂĚĞ ĞǆƉĂŶĚŝĚĂ͕ ŝĚĞŶƟĚĂĚĞ ĞƐƐĞŶĐŝĂů Ğ Ă ĂůŵĂ ĚĂ ŵĂƌĐĂ͘ WĂƌĂ ĞƐƚĂ ĂŶĄůŝƐĞ͕ ƐĞƌĆŽ ƵƟůŝǌĂĚĂƐ ĂůŐƵŵĂƐ &782.>(1D04$'G$>079&27(/(4$(730.&2.>0730$0$(6-=>(4$ &780.C79&(4$ 80&3(4$ 92>$:(40$7(4$&782.>(1D04$.090:&/(4$ 506($0>5.04(A Ğ ĂĐŽƌĚŽ ĐŽŵ ĂǀŝĚ ĂŬĞƌ͕ Ă ŝĚĞŶƟĚĂĚĞ ĚĂ ŵĂƌĐĂ Ġ =>$ 927'=732$ /0$ (4429&(1D04$ <=0$ 2$ 043.(30-&43($ /0$ >(.9(4$ (>:&9&27($ 9.&(.$ 2=$ >(730.A$ #44(4$ (4429&(1D04$ .05.04073(>$ (<=&62$ <=0$ ($ >(.9($ 5.0307/0$ .0(6&E(.$ 0$ ('=/($($043(:06090.$=>$.06(9&27(>0732$073.0$($>(.9($0$ 2$96&0730$52.$>0&2$/0$=>($5.25243($/0$@(62.F$07@26@07/2$ ďĞŶĞİĐŝŽƐ ĨƵŶĐŝŽŶĂŝƐ͕ ĞŵŽĐŝŽŶĂŝƐ ŽƵ ĚĞ ĂƵƚŽͲĞǆƉƌĞƐƐĆŽ͘ ŝĚĞŶƟĚĂĚĞ ĐŽƌƉŽƌĂƟǀĂ Ġ ŵĂŝƐ ƵŵĂ ĞƚĂƉĂ ĚŽ 92>5.2>&442$/0$524&9&27(>0732$0$.082.1($2$72>0$/($ ŵĂƌĐĂ͕ ƉĞƌŵŝƟŶĚŽ ƋƵĞ ĞůĞ ĞǆŝƐƚĂ ǀŝƐƵĂůŵĞŶƚĞ Ă ƉĂƌƟƌ ĚĞ ƐŝŶĂŝƐ ŐƌĄĮĐŽƐ Ğ ĐŽƌĞƐ ƋƵĞ͕ ƋƵĂŶĚŽ ƉĞƌĐĞďŝĚŽƐ 50624$9274=>&/2.04F$5(44(>$($30.$-.(7/0$.060@c79&($0$ /043(<=0$92>2$=>($.080.C79&($(2$5]:6&92A$Y2$073(732F$ Ă ŝĚĞŶƟĚĂĚĞ ƌĞĂů ĚĞ ƵŵĂ ŵĂƌĐĂ Ġ ƌĞƉƌĞƐĞŶƚĂĚĂ ƉŽƌ 32/24$24$@(62.04$<=0$06($3.(74>&30$/04/0$4=($4&>:262-&(F$ 40.@&12$ 2=$ 5.2/=32$ 280.09&/2F$ (307/&>0732F$ 5.2/=1H2F$ ƌĞƐƉŽŶƐĂďŝůŝĚĂĚĞ ƐŽĐŝĂů Ğ ĚĞŵĂŝƐ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ ƋƵĞ Ă 0>5.04($/040'($92>=7&9(.$92>$2$&73=&32$/0$.06(9&27(.Z 40$2=$043.0&3(.$2$.06(9&27(>0732$92>$2$9274=>&/2.A$ **`

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+ 8.1 ALMA DA MARCA ,$(6>($/($>(.9($J$27/0$.04&/0$4=($82.1(F$40=$52/0.$/0$/&80.079&(1H2$0$27/0$043H2$ ƌĞƵŶŝĚŽƐ ŽƐ ĞůĞŵĞŶƚŽƐ ŝŶǀŝƐşǀĞŝƐ ƋƵĞ ĐŽŵƉƁĞŵ ƐƵĂ ŝĚĞŶƟĚĂĚĞ͕ ƐĞƵƐ ǀĂůŽƌĞƐ Ğ ƐĞƵ E ͘ ŝĮĐŝůŵĞŶƚĞ͕ Ă ĂůŵĂ ĚĂ ŵĂƌĐĂ ƐĞƌĄ ĂůƚĞƌĂĚĂ ĚƵƌĂŶƚĞ ƐƵĂ ŚŝƐƚſƌŝĂ͘ ŵ ƌĞůĂĕĆŽ ă ĂůŵĂ ĚŽ ŝũĂZŝ͕ Ġ ƉŽƐƐşǀĞů ŝĚĞŶƟĮĐĂƌ Ă ŽƌŝŐŝŶĂůŝĚĂĚĞ͕ Ă ĂƌƚĞ͕ ŽƵƐĂĚŝĂ͕ &72@(1H2$0$3097262-&(F$.045274(:&6&/(/0$0$92749&C79&($429&(6$0$(>:&073(6$92>2$ ĨŽƌƚĞƐ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ ƋƵĞ Ă ŵĂƌĐĂ ĐĂƌƌĞŐĂ Ğŵ ƐƵĂ ŝĚĞŶƟĚĂĚĞ Ğ ƋƵĞ ƉŽĚĞŵ ƐĞƌ ĐŽŶƐŝĚĞƌĂĚŽƐ ƉƌŝŶĐŝƉĂŝƐ ĂƚƌĂƟǀŽƐ ƉĂƌĂ ƐĞƵ ƉƷďůŝĐŽͲĂůǀŽ͘

+ 8.2 IDENTIDADE EXPANDIDA ^ĞŐƵŶĚŽ ĂŬĞƌ͕ ͞Ă ŝĚĞŶƟĚĂĚĞ ĞǆƉĂŶĚŝĚĂ Ğŵ ŐĞƌĂů ŶĆŽ ƉŽƐƐƵŝ ĚĞƚĂůŚĞƐ ƐƵĮĐŝĞŶƚĞƐ ƉĂƌĂ ĚĞƐĞŵƉĞŶŚĂƌ ƚŽĚĂƐ ĂƐ ĨƵŶĕƁĞƐ ĚĂ ŝĚĞŶƟĚĂĚĞ ĚĞ ƵŵĂ ŵĂƌĐĂ͘͟ ůĂ Ġ ĐŽŵƉŽƐƚĂ ƉŽƌ ĞůĞŵĞŶƚŽƐ ĚĂ ŝĚĞŶƟĚĂĚĞ ŽƌŐĂŶŝǌĂĚŽƐ Ğŵ ŐƌƵƉŽƐ ƋƵĞ ĐŽŶĨĞƌĞŵ ŝŶƚĞŐƌŝĚĂĚĞ ă ŵĂƌĐĂ Ğ ĐŽŵƉůĞŵĞŶƚĂŵ Ă ŝĚĞŶƟĚĂĚĞ ĞƐƐĞŶĐŝĂů͘ ƉĞƐĂƌ ĚĞ ŶĆŽ ƐĞƌĞŵ ƚĆŽ ďĄƐŝĐŽƐ ƋƵĂŶƚŽ ŽƐ ĂƚƌŝďƵƚŽƐ ǀŝŶĐƵůĂĚŽƐ ă ŝĚĞŶƟĚĂĚĞ ĞƐƐĞŶĐŝĂů͕ 3(>:J>$92780.0>$426&/0E$X$>(.9(A$ ŝĨĞƌĞŶƚĞ ĚĂ ŝĚĞŶƟĚĂĚĞ ĞƐƐĞŶĐŝĂů͕ ƋƵĞ ƐĞƌĄ ǀĞƌŝĮĐĂĚĂ Ă ƐĞŐƵŝƌ͕ Ġ ƉŽƐƐşǀĞů ƋƵĞ Ă ŝĚĞŶƟĚĂĚĞ ĞǆƉĂŶĚŝĚĂ ĚŽ ŝũĂZŝ ƐŽĨƌĂ ĂůƚĞƌĂĕƁĞƐ ĐŽŵ Ž ƉĂƐƐĂƌ ĚŽ ƚĞŵƉŽ ă ŵĞĚŝĚĂ

<=0$($>(.9($307;($40=$524&9&27(>0732$.082.>=6(/2A$Y0430$9(42F$ Ġ ŶĞĐĞƐƐĄƌŝŽ ƋƵĞ ĂĕƁĞƐ ƐĞũĂŵ ĞůĂďŽƌĂĚĂƐ ƉĂƌĂ ƋƵĞ Ă ŝĚĞŶƟĚĂĚĞ ĞǆƉĂŶĚŝĚĂ ƐĞũĂ ƐĞŵƉƌĞ ĮǆĂĚĂ ŶĂ ŵĞŶƚĞ ĚŽ ĐŽŶƐƵŵŝĚŽƌ͘ #>$.06(1H2$X$>(.9($0>$<=043H2F$J$5244?@06$60@(73(.$24$40-=&7304$ ƉŽŶƚŽƐ ĚĞ ƐƵĂ ŝĚĞŶƟĚĂĚĞ ĞǆƉĂŶĚŝĚĂ͗

Personalidade da marca: ƐĞ ĨŽƐƐĞ ƉŽƐƐşǀĞů ƉĞƌƐŽŶŝĮĐĂƌ Ă ŵĂƌĐĂ ŝũĂZŝ͕ ĂƐ ƉƌŝŶĐŝƉĂŝƐ ƋƵĂůŝĚĂĚĞƐ ĐŝƚĂĚĂƐ ƐŽďƌĞ ƐƵĂ ƉĞƌƐŽŶĂůŝĚĂĚĞ ƐĞƌŝĂŵ ƉƌŽǀŽĐĂƟǀĂ͕ ƋƵĞƐƟŽŶĂĚŽƌĂ͕ ŝŶŽǀĂĚŽƌĂ͕ ĂƵƚŽͲĞǆƉƌĞƐƐŝǀĂ͕ ƵƌďĂŶĂ͕ ͞ĚĞƐĐŽůĂĚĂ͟ Ğ ͞ĂŶƚĞŶĂĚĂ͘͟

Associações Organizacionais: 2$3.(:(6;2$.0(6&E(/2$0>$5(.90.&($92>$5.2/=32.(4$0$(-C79&(4$/0$ ƉƵďůŝĐŝĚĂĚĞ ƉĞƌŵŝƟƵ ĂŽ ŝũĂZŝ ƌĞĂůŝǌĂƌ ƚƌĂďĂůŚŽƐ ƉĂƌĂ ŐƌĂŶĚĞƐ ŵĂƌĐĂƐ Ğ ĞŵƉƌĞƐĂƐ ĚĞ ĚŝǀĞƌƐŽƐ ƐĞŐŵĞŶƚŽƐ͘ dĞƌ Ž ŶŽŵĞ ĂƐƐŽĐŝĂĚŽ (2$ƐŚŽǁ$&730.7(9&27(6$/0$d@030$Q(7-(62F$52.$0B0>562F$>243.($<=0$ ($ >(.9($ 5244=&$ .060@c79&($ 72$ 907G.&2$ 7(9&27(6$ 0$ &730.7(9&27(6F$ 407/2$0430$=>$&>52.3(730$/&80.079&(6$50.(730$X$92792..C79&(A

Simbologia: ĂƉĞƐĂƌ ĚĞ ƉŽƐƐƵŝƌ Ƶŵ ĐŽŶƐŝĚĞƌĄǀĞů ƉŽƚĞŶĐŝĂů ŝĐŽŶŽŐƌĄĮĐŽ ĚĞǀŝĚŽ͕ ƉƌŝŶĐŝƉĂůŵĞŶƚĞ͕ ăƐ ŝŶƚĞƌǀĞŶĕƁĞƐ ƌĞĂůŝǌĂĚĂƐ ƉĞůŽ ĐŽůĞƟǀŽ͕ Ž ŝũĂZŝ ŶĆŽ ƉŽƐƐƵŝ ƵŵĂ ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů ƵŶŝĮĐĂĚĂ͘ Ɛ ĂƐƐŽĐŝĂĕƁĞƐ ĐŽŵ 2$62-2$0$(6-=>$ƐůŽŐĂŶ ;ŝŶĞǆŝƐƚĞŶƚĞ ŶŽ ĐĂƐŽ ĚĂ ĞŵƉƌĞƐĂͿ ŶĆŽ ƐĆŽ 96(.24$5(.($2$5]:6&92F$52&4$;G$=>($92743(730$@(.&(1H2$/0$82.>(4F$ 92.04$0$ůĂǇŽƵƚƐ ƵƟůŝǌĂĚŽƐ Ğŵ ƉƌŽũĞƚŽƐ Ğ͕ ĂƚĠ ŵĞƐŵŽ͕ ŶŽƐ ƉƌŝŶĐŝƉĂŝƐ 527324$/0$9273(32$92>2$ƐŝƚĞ͕ ďůŽŐ$0$.0/04$429&(&4A$#>:2.($8(630$ ƵŶŝĮĐĂĕĆŽ͕ Ġ ŶŽƚĄǀĞů ƋƵĞ ĂƐ ƉĞĕĂƐ ĐƌŝĂĚĂƐ ƉŽƐƐƵĞŵ ĨŽƌƚĞ ĂƉĞůŽ '=732$ X<=0604$ <=0$ (92>5(7;(>$ 04304$ 3.(:(6;24$ 0$ 52/0>$ 40$ 32.7(.$501(4$/0$(.30$40$/&@=6-(/(4$92>$2$&73=&32$/0$(5.2B&>(.$2$ 9274=>&/2.$/2$92790&32$/($>(.9(A$

+ 8.3 IDENTIDADE ESSENCIAL ^ĞŐƵŶĚŽ ĂŬĞƌ͕ ͞Ă ŝĚĞŶƟĚĂĚĞ ĞƐƐĞŶĐŝĂů ĐŽŶƚĠŵ ĂƐ ĂƐƐŽĐŝĂĕƁĞƐ ŵĂŝƐ ƉĂƐƐşǀĞŝƐ ĚĞ ĐŽŶƟŶƵĂƌĞŵ ĐŽŶƐƚĂŶƚĞƐ͕ ă ŵĞĚŝĚĂ ƋƵĞ Ă ŵĂƌĐĂ ƐĞ ĚĞƐůŽĐĂ ƉĂƌĂ ŽƵƚƌŽƐ ŵĞƌĐĂĚŽƐ Ğ ƉƌŽĚƵƚŽƐ͘͟ ůĂ Ġ ĂƚĞŵƉŽƌĂů Ğ ƉĞƌŵĂŶĞĐĞ ĐŽŶƐƚĂŶƚĞ ŵĞƐŵŽ ƋƵĞ ($ >(.9($ 5(440$ 52.$ (/0<=(1D04$ 0$ 40$ >2@&>0730$ 073.0$ >0.9(/24$ /&80.07304b$ 04404$060>07324$32.7(>$($>(.9($]7&9(A$ WŽƌ ĐŽŶƚĂ ĚŽƐ ƐĞƵƐ ƚƌĂďĂůŚŽƐ ũĄ ƌĞĂůŝǌĂĚŽƐ͕ ŽƐ ƋƵĞ ĐŽŶŚĞĐĞŵ Ž ĐŽůĞƟǀŽ ĂƐƐŽĐŝĂŵ <=(6<=0.$/&@=6-(1H2$/0$40=4$5.2'0324$($=>($4J.&0$/0$?92704$>(.9(7304$/=.(730$ ƐƵĂ ŚŝƐƚſƌŝĂ͕ ƋƵĞ ǀĆŽ ĚĞƐĚĞ ŽƐ ƵƟůŝǌĂĚŽƐ ŶĂƐ ŝŶƚĞƌǀĞŶĕƁĞƐ ƵƌďĂŶĂƐ ĂƚĠ ƐƵĂƐ ĞǆƉŽƐŝĕƁĞƐ͘ Ğ ĨĂƚŽ͕ Ž ƋƵĞ ƉƌĞǀĂůĞĐĞ ĚĞ ŵĂŝƐ ŵĂƌĐĂŶƚĞ ŶĂ ŵĞŶƚĞ ĚŽ ƉƷďůŝĐŽ Ğŵ ŐĞƌĂů ƐĆŽ ĞƐƚĞƐ͕ Ğ ŝƐƐŽ ƐĞ ĚĞǀĞ Ă ƵŵĂ ƌĞĚƵĕĆŽ ĚĞƐƚĞ ƟƉŽ ĚĞ ƚƌĂďĂůŚŽ ŶŽƐ ƷůƟŵŽƐ +$(724$/0@&/2$(2$(=>0732$/2$8292$0>$3.(:(6;24$92>0.9&(&4$<=0$-0.(>$.090&3(A$ P04>2$92>$24$:274$92>073G.&24$0$(90&3(1H2$/04304$3.(:(6;24F$2$5]:6&92$0>$ -0.(6$7H2$.0(-0$/($>04>($82.>($<=0$.0(-0$92>$(4$2:.(4$&7=4&3(/(4$.0(6&E(/(4$ (730.&2.>0730F$ 92>$ 0B901H2$ /0$ 5.2'0324$ 92>2$ 2$ /2$ !6(703($ Q=43073G@06F$ dĞĂƚƌŽ sĞƌĚĞ͕ WŽĞƐŝĂ ŽŶĐƌĞƚĂ Ğ ǀşĚĞŽͲĐĞŶĄƌŝŽ ĚĂ ĐĂŶƚŽƌĂ /ǀĞƚĞ ^ĂŶŐĂůŽ͕ ŽƐ <=(&4$-0.(>$-.(7/0$@&4&:&6&/(/0$0F$92740<=0730>0730$9;(>(>$($(3071H2$/(4$ 0>5.04(4$07<=(732$ƉƌŽƐƉĞĐƚƐ$0$96&07304A ĞƐƚĞ ŵŽĚŽ͕ ĞƐƉĞƌĂͲƐĞ ƐĞŵƉƌĞ Ž ŝŶƵƐŝƚĂĚŽ ŶŽ ƋƵĞ Ġ ĨĞŝƚŽ ƉĞůŽ ŝũĂZŝ͘ DĞƐŵŽ ƐĞŵƉƌĞ ďƵƐĐĂŶĚŽ ŝŶŽǀĂƌ Ğŵ ƚƵĚŽ Ž ƋƵĞ ĨĂǌ͕ Ă ůŝŶŐƵĂŐĞŵ ĂƌơƐƟĐĂ ƵƟůŝǌĂĚĂ 0>$=>$5.2'032F$>=&3(4$@0E04$40$>26/($/0$2=3.(4$82.>(4$($2=3.24$5.2'0324F$2$ ƋƵĞ ĐƌŝĂ ƵŵĂ ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů ơƉŝĐĂ ĚŽ ŝũĂZŝ͕ ƉŽƌĠŵ ĞǆƚƌĞŵĂŵĞŶƚĞ ƐƵďũĞƟǀĂ 5(.($40.$/049.&3(F$0$043($3(>:J>$J$=>($82.>($>(.9(730$<=0$8(E$5(.30$/044($ ŝĚĞŶƟĚĂĚĞ ĞƐƐĞŶĐŝĂů͘ !"#$%&'()&

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2010 Lucro Líquido

R$120.000,00

2010 Lucro Líquido

R$120.000,00

2010 Lucro Líquido

R$120.000,00

Cenário PESSIMISTA 2011 R$156.000,00

Cenário REALISTA 2011 R$168.000,00

Cenário OTIMISTA 2011 R$180.000,00

Crescimento 30%

Crescimento 40%

Crescimento 50%

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10.

Planejamento EstratĂŠgico

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10. PLANEJAMENTO ESTRATÉGICO + 10.1 PROBLEMAS IDENTIFICADOS Ž ůŽŶŐŽ ĚŽ ĞƐƚƵĚŽ ĚĞƐƚĞ W' ͕ ĮĐŽƵ ĐůĂƌŽ ƋƵĞ 7H2$4H2$52=924$24$5.2:60>(4$078.073(/24$5062$ ĐŽůĞƟǀŽ͘ ƐƚĞƐ ƐĞ ĂƉƌĞƐĞŶƚĂŵ ĚĂƐ ĨŽƌŵĂƐ ŵĂŝƐ @(.&(/(4F$ 3(732$ /2$ 52732$ /0$ @&43($ /2 ŵĂƌŬĞƟŶŐ$ 3.(/&9&27(6$ 92>2$ /2$ 52732$ /0$ @&43($ /0$ 72@(4$ 82.>(1D04$ /0$ -.=524$ 5.2/=32.04$ /0$ 9=63=.($ 0$ ĂƌƚĞ͕ ĐŽŵŽ ŽƐ ĐŽůĞƟǀŽƐ͘ K Dŝǆ ĚĞ DĂƌŬĞƟŶŐ ĚŽ ŝũĂZŝ͕ ƉĂƌĂ ƐĞ ƚŽƌŶĂƌ ŝŶƚĞŐƌĂůŵĞŶƚĞ ĨŽƌƚĞ Ğ ƐſůŝĚŽ Ž ƐƵĮĐŝĞŶƚĞ ƉĂƌĂ (307/0.$ ($ =>$ >0.9(/2$ <=0$ 043G$ 5.04304$ ($ ĞŶĐĂƌĂƌ ĚĞ ĨŽƌŵĂ ŵĂŝƐ ƋƵĂůŝĮĐĂĚĂ Ğ ƉƌŽĮƐƐŝŽŶĂů͕ /0@0$.082.>=6(.$2=$9.&(.$/0$50<=07(4$($-.(7/04$ ŵƵĚĂŶĕĂƐ Ğŵ͕ ƉƌĂƟĐĂŵĞŶƚĞ͕ ƚŽĚŽƐ ŽƐ ƐĞƵƐ ŝƚĞŶƐ͘ #73.03(732F$ 2$ >(&2.$ 5.2:60>($ 50.90:&/2$ J$ ($ 8(63($/0$=>$524&9&27(>0732$4I6&/2$8.0730$($0440$ >0.9(/2$6(30730F$<=0$/040'($72@(4$5244&:&6&/(/04$ Ğ ĂůƚĞƌŶĂƟǀĂƐ͘ hŵ ƐĞŐƵŶĚŽ ƉƌŽďůĞŵĂ͕ ĚĞ ƚĂŶƚĂ &>52.3c79&($ <=(732$ 2$ (730.&2.F$ /&E$ .0450&32$ (24$ ĐŽŶŇŝƚŽƐ ŝŶĚŝǀŝĚƵĂŝƐ ʹ ŽƌŝƵŶĚŽƐ ĚĞ ƵŵĂ ĞƐƚƌƵƚƵƌĂ 2.-(7&E(9&27(6$ ;2.&E273(6&E(/(F$ <=(40$ 92>2$ =>$ >2/062$/0$0>5.04(4$8(>&6&(.04$/04043.=3=.(/(4$ ʹ ĚŽƐ ƐſĐŝŽƐ Ğŵ ƌĞůĂĕĆŽ ĂŽ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ ĚĂ 0>5.04($0$2$30>2.$/0$50./0.0>$($9.0/&:&6&/(/0$ ĨƌĞŶƚĞ ă ĐůĂƐƐĞ ĂƌơƐƟĐĂ͘ *+`

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+ 10.2 OBJETIVOS WĂƌĂ ƐĂŶĂƌ ŽƐ ƉƌŽďůĞŵĂƐ ŝĚĞŶƟĮĐĂĚŽƐ͕ Ž ŽďũĞƟǀŽ ĐĞŶƚƌĂů ĚĞƐƚĞ W' ƐĞƌĄ ŝŵƉůĞŵĞŶƚĂƌ ƵŵĂ ^dZ d '/ WK^/ /KE D EdK D Z ƉĂƌĂ Ă ĞŵƉƌĞƐĂ͕ ĚĞ ŵŽĚŽ ƋƵĞ͕ Ă ƉĂƌƟƌ ĚŝƐƚŽ͕ ƐĞũĂŵ ƌĞƐŽůǀŝĚĂƐ ƚŽĚĂƐ ĂƐ ĚĞŵĂŝƐ ĚĞĮĐŝġŶĐŝĂƐ ƉƌĞƐĞŶƚĞƐ ŶŽ Dŝǆ ĚĞ DĂƌŬĞƟŶŐ͘ #44($ 043.(3J-&($ /0$ 524&9&27(>0732$ 32>(.G$ 52.$ :(40$ Ă ƐĞŐƵŝŶƚĞ ĚĞĮŶŝĕĆŽ ĚŽ ƋƵĞ Ġ Ž ŝũĂZŝ͗ ͞ EdZK Z & Z E / ^ Zd1^d/ ^ WZK h K Dh>d/D1 / ͘͟ K ͞ĐĞŶƚƌŽ ĚĞ ƌĞĨĞƌġŶĐŝĂƐ ĂƌơƐƟĐĂƐ͟ Ġ ƵŵĂ ĚĞĮŶŝĕĆŽ ƋƵĞ ĐŽŶƐĞŐƵĞ ƌĞƚƌĂƚĂƌ͕ ĚĞ ĨŽƌŵĂ ƐƵĐŝŶƚĂ͕ ƋƵĞ Ž ŝũĂZŝ ƉŽƐƐƵŝ ƐƵĂ ƉƌſƉƌŝĂ ůŝŶŐƵĂŐĞŵ ĂƌơƐƟĐĂ /0@&/2$X4$92743(7304$:=49(4F$504<=&4(4$0$&72@(1D04$724$ 3.(:(6;24A$ #43($ 4073071($ 3(>:J>$ 92740-=0$ >(730.$ Ă ŝĚĞŶƟĚĂĚĞ ĂƌơƐƟĐĂ ĚŽ ŝũĂZŝ͕ ƉĞƌŵŝƟŶĚŽ ƋƵĞ Ž ĐŽůĞƟǀŽ ĐŽŶƟŶƵĞ ƐſůŝĚŽ ŶĆŽ ĂƉĞŶĂƐ ĐŽŵĞƌĐŝĂůŵĞŶƚĞ͕ >(4F$3(>:J>F$8.0730$(2$9&.9=&32$/(4$(.304A$,$>071H2$ ă ͞ƉƌŽĚƵĕĆŽ ŵƵůƟŵşĚŝĂ͟ ƚĂŵďĠŵ ƌĞƚƌĂƚĂ ĚĞ ĨŽƌŵĂ ƐŝŶƚĠƟĐĂ Ă ŐĂŵĂ ĚĞ ĂƟǀŝĚĂĚĞƐ ĚĞƐĞŵƉĞŶŚĂĚĂƐ ƉĞůŽ ĐŽůĞƟǀŽ͕ ƐĞŶĚŽ ƋƵĞ͕ Ž ͞ŵƵůƟŵşĚŝĂ͟ Ěŝǌ ƌĞƐƉĞŝƚŽ Ă 3=/2$<=0$07@26@0$>(&4$/0$=>$>0&2$/0$9(53(1H2$50624$ ƐĞŶƟĚŽƐ ŚƵŵĂŶŽƐ͕ ĐŽŵŽ Ž ǀŝƐƵĂů͕ Ž ĂƵĚŝƟǀŽ Ğ Ž ƚĄƟů͘ hŵ ĚŽƐ ŝƚĞŶƐ ďĞŶĞĮĐŝĂĚŽƐ ĐŽŵ ĞƐƚĞ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ Ġ 2$.080.0730$X$>&44H2F$@&4H2$0$@(62.04$/($0>5.04(F$<=0$ 50.>(7090.G$ &7(630.(/2F$ 52.J>F$ 40$ 82.3(6090.G$ 92>$

Ă ĞƐƚƌĂƚĠŐŝĂ͘ /ƐƚŽ ƋƵĞƌ ĚŝǌĞƌ ƋƵĞ͕ Ă ƉĂƌƟƌ ĚĞ ƵŵĂ ĚĞĮŶŝĕĆŽ ĐĞŶƚƌĂů ŶŽ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ ƋƵĞ Ž ŝũĂZŝ ƚĞƌĄ ƉĞƌĂŶƚĞ Ž ŵĞƌĐĂĚŽ Ğ ŵĞŝŽ ĂƌơƐƟĐŽ͕ ƚŽĚĂƐ ĂƐ 2=3.(4$(630.(1D04$80&3(4$7($0>5.04(F$72$/092..0.$ /2$(72$/0$+`**F$40-=&.H2$52.$044($>04>($/&.03.&EA ,$ >03($ /0430$ 56(70'(>0732$ 043.(3J-&92$ J$ <=0F$ 72$ /092..0.$ /2$ (72$ 0$ /24$ 5.2'0324F$ 92>090>$ ($ ƐĞƌ ƌĞĂůŝǌĂĚĂƐ ƉĞƐƋƵŝƐĂƐ ĚĞ ƐĂƟƐĨĂĕĆŽ ũƵŶƚŽ ĂŽƐ 96&07304$ 0$ 5]:6&92$ 40-=&/2.$ 5(.($ >074=.(.$ ($ 50.9051H2$ /04304$ 0>$ .06(1H2$ (2$ 82.3(609&>0732$ /0$ &>(-0>$ /0$ >(.9(A$ #43(4$ 504<=&4(4$ /0@0.H2$ (5.04073(.$ =>$ ?7/&90$ /0$ (5.2@(1H2$ 4=50.&2.$ ($ ϲϱй͕ Ž ƋƵĞ ƌĞŇĞƟƌĄ ƋƵĞ ĞƐƚĂ ŶŽǀĂ ĞƐƚƌĂƚĠŐŝĂ ĞƐƚĄ ĂƟŶŐŝŶĚŽ ƐƵĂ ƉƌŽƉŽƐƚĂ͘ WŽƌ ĐŽŶƚĂ ĚĂ ĂƵƐġŶĐŝĂ /0$ =>($ >074=.(1H2$ (3=(6$ /043($ 50.9051H2F$ 7H2$ ;G$ 2=3.2$ 5(.c>03.2$ /0$ 92>5(.(1H2$ 407H2$ ĞƐƚĂďĞůĞĐĞƌŵŽƐ ĞƐƚĞ ƉĞƌĐĞŶƚƵĂů͕ Ž ƋƵĞ ƐŝŐŶŝĮĐĂƌĄ <=0$($<=(6&/(/0$/2$%&'()&F$50.90:&/($5062$:29(Z(Z :29(F$/0$8(32$0B&430$0$<=0$82&$&79.0>073(/($506(4$ (1D04$(<=&$5.25243(4A WĂƌĂ ĐƵŵƉƌŝƌ ĐŽŵ ŽƐ ŽďũĞƟǀŽƐ͕ ƐĞƌĄ ĚĞƐĞŶǀŽůǀŝĚĂ ƵŵĂ ^dZ d '/ D Z< d/E' D/y ĐŽŵ Ž ƌĞƐƉĞĐƟǀŽ W> E : D EdK d d/ K ʹ ĂƉƌĞƐĞŶƚĂĚŽ Ă ƐĞŐƵŝƌ ʹ ďĂƐĞĂĚŽ ŶĂƐ ĐŽŶĐůƵƐƁĞƐ ŽďƟĚĂƐ ŶŽ / 'EM^d/ K Ğ E >/^ Z E Yh/dz͘

+ 10.3 PLANEJAMENTO TÁTICO DA ESTRATÉGIA DE MARKETING MIX 10.3.1 Evidências Físicas K ĂŵďŝĞŶƚĞ İƐŝĐŽ ĚĞ ƵŵĂ ĞŵƉƌĞƐĂ ƋƵĞ ĂƚĞŶĚĞ Ž ŵĞƌĐĂĚŽ Ϯ J$ (6-2$ /0$ 4=>($ &>52.3c79&($ 0>$ =>($ 5.&>0&.($ &>5.044H2A$ L2>2$ ĂŶĂůŝƐĂĚŽ ŶŽ ƚſƉŝĐŽ ĐŽƌƌĞƐƉŽŶĚĞŶƚĞ Ă ĞƐƚĞ ŝƚĞŵ ĚŽ Dŝǆ ĚĞ DĂƌŬĞƟŶŐ͕ ĞǆŝƐƚĞŵ ŵƵŝƚĂƐ ĞŵƉƌĞƐĂƐ ĐŽŵ ƵŵĂ ĐƵůƚƵƌĂ Ğ ƉŽƐƚƵƌĂ ĐŽƌƉŽƌĂƟǀĂ >(&4$ 92740.@(/2.(F$ (4$ <=(&4$ 4H2$ .05(44(/(4$ 5(.($ 32/24$ 24$ 40=4$ 8=79&27G.&24A$#>$9(424$(44&>F$($5.&>0&.($&>5.044H2$9(=4(/($0>$40=4$ .05.04073(7304$ 52.$ =>$ /030.>&7(/2$ 5.043(/2.$ /0$ 40.@&124$ 9273($ >=&32A WƐŝĐŽůŽŐŝĐĂŵĞŶƚĞ͕ ĞƐƚĞƐ ĂƐƉĞĐƚŽƐ İƐŝĐŽƐ ƉŽĚĞŵ ƐĞƌ ĂƐƐŽĐŝĂĚŽƐ Ă /&@0.4(4$ 927/=3(4$ /0$ =>($ 0>5.04(F$ >04>2$ <=0$ 043(4$ (4429&(1D04$ 40'(>$8(64(4$7($.0(6&/(/0A$#6(4$52/0>$40.$/(4$>(&4$@(.&(/(4$82.>(4$ 92>2N$40.&0/(/0$/($0>5.04(F$9=>5.&>0732$/0$(92./24$/0$073.0-($0$ ĂƚĞŶĚŝŵĞŶƚŽ͕ ŚŽŶĞƐƟĚĂĚĞ ŶŽƐ ŶĞŐſĐŝŽƐ͕ ĐƵŝĚĂĚŽƐ Ğ ƋƵĂůŝĚĂĚĞ ŶŽƐ ƉƌŽũĞƚŽƐ͕ ĚĞŶƚƌĞ ŽƵƚƌĂƐ͘ WŽƌ ĐŽŶƚĂ ĚŝƐƚŽ͕ Ă ĐŽŵƉůĞƚĂ ƌĞĨŽƌŵĂ İƐŝĐĂ /2$ &>I@06$ /2$ %&'()&$ J$ 8=7/(>073(6$ 5(.($ <=0$ 7H2$ ;('($ (4429&(1D04$ ŶĞŐĂƟǀĂƐ ŶŽ ŵŽŵĞŶƚŽ ĚĞ ƌĞĐĞďĞƌ ĐůŝĞŶƚĞƐ͘ ŝŶƚĞŶĕĆŽ ŶĆŽ Ġ ƚƌĂŶƐĨŽƌŵĂƌ Ž ůŽĐĂů ĚĞ ŵŽĚŽ ƋƵĞ ĮƋƵĞ ƐĞŵĞůŚĂŶƚĞ ăƐ ĂŐġŶĐŝĂƐ ĚĞ ƉƵďůŝĐŝĚĂĚĞ͕ ƉŽƌ ĞǆĞŵƉůŽ͕ ƉŽŝƐ ŝƐƚŽ ŝƌŝĂ ĐŽŶƚƌĂ Ă ŝĚĞŶƟĚĂĚĞ ͞ĐŽŽů͕͟ ĐŽŶƚĞƐƚĂĚŽƌĂ Ğ ĂƌơƐƟĐĂ ĚŽ ĐŽůĞƟǀŽ͘ ŶƚƌĞƚĂŶƚŽ͕ ƵŶŝĮĐĂƌ Ă ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů İƐŝĐĂ ĚŽ ĂŵďŝĞŶƚĞ ă ŵĞƐŵĂ ƋƵĞ ƐĞƌĄ ƵƟůŝǌĂĚĂ Ğŵ 4=($92>=7&9(1H2$J$8=7/(>073(6$5(.(F$62-2$7=>($5.&>0&.($@&4&3(F$24$ 96&07304$ 07B0.-(.0>$ ($ <=(6&/(/0$ /2$ <=0$ 40$ 8(E$ (56&9(/($ (2$ 5.I5.&2$ (>:&0730$/0$5.2/=1H2A

10.3.2 Pessoas !(.($ =>($ (/0<=(1H2$ 92>5603($ /0$ !#QQT,QF$ ($ 0<=&50$ /0@0$ 40$ .0043.=3=.(.$ ĚĞ ĨŽƌŵĂ Ă ĐƵŵƉƌŝƌ ĐŽŵ ďŽĂƐ ƉƌĄƟĐĂƐ 72$ (307/&>0732$ /0$ 96&07304F$ @07/(4$ 0$ 5.245091D04F$ -043H2$ /0$ 5.2'0324F$ ƉƌŽĮƐƐŝŽŶĂŝƐ ƉĂƌĂ ĂƉŽŝĂƌĞŵ ƉƌŽũĞƚŽƐ ƋƵĞ ĚĞŵĂŶĚĞŵ ŵĂŝƐ ŵĆŽͲĚĞͲŽďƌĂ ƋƵĂůŝĮĐĂĚĂ 0F$(9&>($/0$3=/2N$24$4I9&24$/0@0>$(/<=&.&.$ =>($ @&4H2$ >0.9(/26I-&9($ 0$ &792.52.(.$ ƵŵĂ ĐƵůƚƵƌĂ ĐŽƌƉŽƌĂƟǀĂ ĞŶƋƵĂŶƚŽ ĞŵƉƌĞƐĄƌŝŽƐ Ğ ŶĆŽ ĂƉĞŶĂƐ ĂƌƟƐƚĂƐ͘ #43($ (44&>&6(1H2F$ 52.$ 5(.30$ /24$ 4I9&24F$ 7(3=.(6>0730$40.G$.05(44(/($(24$/0>(&4$ 8=79&27G.&24$ 0$ 07@26@&/24$ 724$ 3.(:(6;24$ /($0>5.04(F$(44&>$92>2$(9273090>$7(4$ -.(7/04F$ >J/&(4$ 0$ 50<=07(4$ 0>5.04(4$ 927426&/(/(4F$ (4$ <=(&4$ 9(>&7;(>$ 0$ 4H2$ ŐƵŝĂĚĂƐ ƉĞůĂ ĮůŽƐŽĮĂ ĐŽƌƉŽƌĂƟǀĂ ĚĂ 5.I5.&($5.04&/C79&(A #44($ 72@($ 5243=.($ &730.7($ /0@0$ 40.$ &792.52.(/(F$ 3(>:J>F$ /0$ >2/2$ <=0$ 32/24$24$07@26@&/24$307;(>$($92749&C79&($ /0$<=0$3.(:(6;(>F$(7304$/0$3=/2F$0>$=>($

0>5.04(F$ 9='24$ 5.25.&03G.&24$ 4H2$ ĂƌƟƐƚĂƐ ĐŽŵƉĞƚĞŶƚĞƐ Ğ ĐĂƉĂĐŝƚĂĚŽƐ 5(.($ 3.(/=E&.$ 044($ (.30$ /0$ 82.>($ ĂĚĞƋƵĂĚĂ Ğ ƉĞƌƟŶĞŶƚĞ ĂŽƐ ƐĞƵƐ 96&07304A Y2$ 073(732F$ 044($ 3.(74&1H2$ 5(.($ ($ /0@&/($(/0<=(1H2$/0@0$40.$80&3($/0$ ĨŽƌŵĂ ŐƌĂĚƵĂů͕ ŵĂƐ ĐŽŶƚƵŶĚĞŶƚĞ͘ /0>(4&(/(>0730$ (..&49(/2$ 5.252.$ =>($>=/(71($:.=49($5(.($=>$-.=52$ /0$50442(4$(9243=>(/(4$($3.(:(6;(.$ /0$ =>$ /030.>&7(/2$ >2/2$ 52.$ *W$ (724A$ !(.($ &432F$ /0@0Z40$ 60@(.$ 0>$ 9273($24$8(32.04$54&926I-&924$/04304$ ƐſĐŝŽƐ Ğ Ž ƉĞƌĮů ĚŽ ĐŽůĞƟǀŽ ĨŽƌŵĂĚŽ 5(.(F$ 073H2F$ 5.252.$ =>($ 72@($ 043.=3=.($ >(7307/2$ =>$ (>:&0730$ ĚĞƐĐŽŶƚƌĂşĚŽ͕ ͞ĚĞƐĐŽůĂĚŽ͕͟ ďĞŵ ŚƵŵŽƌĂĚŽ Ğ ŇĞǆşǀĞů͕ Ğ ŶĆŽ Ƶŵ (>:&0730$ 82.>(6F$ .?-&/2$ 0$ 4J.&2F$ 2$ <=0$ &.&($ /0$ 079273.2$ ($ $ .04=63(/24$ /048(@2.G@0&4F$ (3J$ >04>2$ 724$ 5.2'0324$0$5.2/=1H2A !"#$%&'()&

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10.3.3 Preço Ɛ ƉƌĄƟĐĂƐ ĚĞ ƉƌĞĐŝĮĐĂĕĆŽ ĚĞ ƉƌŽũĞƚŽƐ ĐŽŶƟŶƵĂƌĆŽ ƐĞŶĚŽ ďĂƐĞĂĚĂƐ ŶĂƐ 3(:06(4$ /2$ QdY,!)TF$ ,%,!$ 0$ ,!)TF$ <=(7/2$ 40$ 07<=(/.(.0>$ 7043(4A$ EŽƐ ŽƵƚƌŽƐ ŝƚĞŶƐ͕ Ž ƉƌĞĕŽ ĐŽŶƟŶƵĂƌĄ ƐĞŶĚŽ ĞƐƟƉƵůĂĚŽ ůĞǀĂŶĚŽͲƐĞ Ğŵ 9273($24$9=4324$0$($>(.-0>$/0$6=9.2A$ ,504(.$ /&442F$ 2$ @(62.$ ($ 40.$ 92:.(/2$ 52/0$40.$.05074(/2F$72$9(42$/0$(6-=74$ ƉƌŽũĞƚŽƐ ĚĞ ŐƌĂŶĚĞ ŝŵƉĂĐƚŽ ʹ ĐĂƐŽ͕ 52.$ 0B0>562F$ /24$ 5244?@0&4$ ƐŚŽǁƐ$ &730.7(9&27(&4$ Z$ 5(.($ <=0$ ($ >(.-0>$ ĚĞ ůƵĐƌŽ ƐĞũĂ ĂƵŵĞŶƚĂĚĂ͕ Ă Įŵ ĚĞ ŵĂŶƚĞƌ Ž ĐĂŝǆĂ ƉŽƐŝƟǀŽ Ğ ĚĞŶƚƌŽ ĚĂ >(.-0>$ /0$ 40-=.(71(F$ 5.0307/&/($ 506($ 9274=632.&(F$ 5(.($ (.9(.$ 92>$ ĐƵƐƚŽƐ ĮǆŽƐ Ğ ŝŶǀĞƐƟŵĞŶƚŽƐ Ă ƐĞƌĞŵ 80&324$0>$+`**A L2>$ =>$ :2>$ .032.72F$ /0@&/2$ (2$ 82.3(609&>0732$ /0$ &>(-0>$ /0$ >(.9($ 0$ 524&9&27(>0732$ (2$ 627-2$ /2$ 5.IB&>2$ (72F$ ($ 0>5.04($ 52/0$ 92-&3(.$($5244&:&6&/(/0$/0$(/23(.$=>($ ĞƐƚƌĂƚĠŐŝĂ ĚĞ ƉƌĞĐŝĮĐĂĕĆŽ ƉƌĞŵŝƵŵ$ 5(.($ +`*+F$ 0>$ (6-=74$ 5.2'0324F$ /0$ 82.>($043.(3J-&9($5(.($(-.0-(.$(&7/($ >(&4$@(62.$X$>(.9($%&'()&A *++

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10.3.4 Produtividade, Qualidade e Processos EĞƐƚĞ ĐĂƐŽ͕ ŽƉƚŽƵͲƐĞ ƉŽƌ ƵŶŝƌ WƌŽĐĞƐƐŽƐ Ă WƌŽĚƵƟǀŝĚĂĚĞ Ğ YƵĂůŝĚĂĚĞ͕ ƉŽŝƐ ƐĞ 92796=&$<=0$(>:24$4H2$92>560>073(.04$0$/&.03(>0730$6&-(/24$72$9(42$/2$%&'()&A hŵĂ ǀĞǌ ƋƵĞ ŽƐ ƉƌŽĐĞƐƐŽƐ ĚĞ ŐĞƐƚĆŽ ĚĞ ƌĞĐƵƌƐŽƐ ŚƵŵĂŶŽƐ ʹ ĐŽŵŽ ĂůŽĐĂĕĆŽ͕ ƌĞĂůŽĐĂĕĆŽ Ğ ĐŽŶƚƌĂƚĂĕĆŽ ĚĞ ŵĆŽͲĚĞͲŽďƌĂ͕ ĂůĠŵ ĚĞ ƚƌĞŝŶĂŵĞŶƚŽƐ Ğ ĐĂƉĂĐŝƚĂĕĆŽ ʹ͕ ƉƌŽũĞƚŽƐ͕ ĐŽŵƵŶŝĐĂĕĆŽ Ğ ǀĞŶĚĂƐ Ğ ƉƌŽƐƉĞĐĕĆŽ ĞƐƟǀĞƌĞŵ ĂĚĞƋƵĂĚŽƐ Ă Ƶŵ ĐĞŶĄƌŝŽ ĚĞ ƵŵĂ ĞŵƉƌĞƐĂ ŽƌŝĞŶƚĂĚĂ ĂŽ ŵĞƌĐĂĚŽ͕ ĂƵƚŽŵĂƟĐĂŵĞŶƚĞ Ă ƉƌŽĚƵƟǀŝĚĂĚĞ Ğ Ă ƋƵĂůŝĚĂĚĞ ƉĂƐƐĂŵ Ă ƚĞƌ ƵŵĂ ƌĞůĂĕĆŽ ŵĂŝƐ ĚŝƌĞƚĂ Ğ ƉŽƐŝƟǀĂ ƉĂƌĂ Ă ĞŵƉƌĞƐĂ͘ WĂƌĂ ƋƵĞ ŝƐƚŽ ŽĐŽƌƌĂ͕ ƐĞƌĆŽ ŶĞĐĞƐƐĄƌŝŽƐ ŝŶǀĞƐƟŵĞŶƚŽƐ Ğŵ ŝŶĨƌĂͲĞƐƚƌƵƚƵƌĂ 309726I-&9($0$/0$>H2Z/0Z2:.(F$(6J>$/0$9(5(9&3(1H2$0$3.0&7(>07324$/0$50442(4$ 5(.($<=0$32/24$40$2.&0730>$52.$=>($]7&9($/&.03.&EA

10.3.5 Produtos ĞǀŝĚŽ ă ŶĞĐĞƐƐŝĚĂĚĞ ĚĞ ŽďƚĞŶĕĆŽ ĚĞ ĐĂŝǆĂ͕ ƚĂŶƚŽ ƉĂƌĂ ŽƐ ŝŶǀĞƐƟŵĞŶƚŽƐ Ğŵ ŵĂƌŬĞƟŶŐ͕ ĐŽŵŽ ƉĂƌĂ Ž ďŽŵ ĂŶĚĂŵĞŶƚŽ ŐĞƌĂů ĚĂ ĞŵƉƌĞƐĂ͕ Ž ŽďũĞƟǀŽ Ġ ƋƵĞ 40'($/(/2F$72$(72$/0$+`**F$=>$8292$>(&2.$7($5.245091H2F$@07/($0$92>=7&9(1H2$ /0$ 40.@&124$ <=0$ >(&4$ -0.(.(>$ 8(3=.(>0732$ 5(.($ 2$ %&'()&$ 0>$ +`*`A$ #>$ 2./0>$ /09.0490730$/0$-.(7/0E(F$82.(>$0604N$@?/02Z907G.&24F$ŵŽƟŽŶ ŐƌĂƉŚŝĐƐ$0$ŵĂƉƉŝŶŐA$ ŶƚƌĞƚĂŶƚŽ͕ Ž ƋƵĞ ĐŽŵƉƁĞ Ž ƉŽƌƞſůŝŽ ĚĞ ĂƟǀŝĚĂĚĞƐ ĂƚĠ Ž ŵŽŵĞŶƚŽ ƐĞƌĄ ŵĂŶƟĚŽ Ğ͕ ĞǀĞŶƚƵĂůŵĞŶƚĞ͕ ĞƐƚĞ ĞƐƚĂƌĄ ĂďĞƌƚŽ ƉĂƌĂ Ă ŝŶƐĞƌĕĆŽ ĚĞ ĂůŐƵŵĂ ŶŽǀĂ ĂƟǀŝĚĂĚĞ .073G@06$ 0$ 0B96=4&@($ <=0$ 5244($ 4=.-&.$ 92>$ =>($ /0>(7/($ 72@(A$ #43($ 043.(3J-&($ ƉĂƌƟƵ ĚĂ ƉƌſƉƌŝĂ ĐŽŶƐƵůƚŽƌŝĂ ĚĂ ĞŵƉƌĞƐĂ͕ ƋƵĞ ƐŝŵďŽůŝǌŽƵ ŝƐƚŽ ĚĞƐĞŶǀŽůǀĞŶĚŽ Ƶŵ ŵŽĚĞůŽ͕ Ž ĚĂ W/Z D/ WZK hdK^͕ Ž ƋƵĂů ĞƐƚĞ W' ƵƟůŝǌĂƌĄ ƉŽƌ ƐĞƌ ĂĚĞƋƵĂĚŽ (2$56(70'(>0732$0$043.(3J-&($/0$524&9&27(>0732A

Exemplos

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Demais projetos

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REFERÊNCIA

VISUAL

CONSCIÊNCIA SOCIAL ARTE E ECOLÓGICA EXPERIÊNCIA MULTIMÍDIA

,$4?73040$/044(4$ƚĂŐƐ Ğŵ ƵŵĂ ƐĞŶƚĞŶĕĂ ĞǆƉƌĞƐƐĂƌŝĂŵ ĂůŐŽ ĐŽŵŽ͗ ͞K ŝũĂZŝ Ġ =>($0>5.04($92749&0730$<=(732$(2$40=$5(506$7($429&0/(/0$0$>0&2$(>:&0730F$ ĂŐƌĞŐĂŶĚŽ ǀĂůŽƌ ĂŽƐ ƐĞƵƐ ƚƌĂďĂůŚŽƐ ŵƵůƟŵşĚŝĂ͕ ĞŶǀŽůǀĞŶƚĞƐ Ğ ƐŝŶĞƐƚĠƐŝĐŽƐ͕ 24$ <=(&4$ 4H2$ (>5(.(/24$ 52.$ =>$ @(432$ 927;09&>0732$ 72$ 9(>52$ /(4$ (.304F$ ƚŽƌŶĂŶĚŽͲŽ Ƶŵ ĐĞŶƚƌŽ ĚĞ ƌĞĨĞƌġŶĐŝĂƐ ĚĞƐƚĞ ƟƉŽ͘͟ #43($4073071($.082.1($2$524&9&27(>0732$0$5(44($($7H2$>(&4$9274&/0.(.$2$%&'()&$ ĐŽŵŽ Ƶŵ ĐŽůĞƟǀŽ Ğ Ɛŝŵ ĐŽŵŽ ƵŵĂ ĞŵƉƌĞƐĂ͘ ƉĂƌƟƌ ĚĞƐƚĞ ŵŽŵĞŶƚŽ͕ ŐĂŶŚĂͲ ƐĞ ƌĞƐƉĂůĚŽ ƉĂƌĂ Ă ŐƌĂĚƵĂů ĂůƚĞƌĂĕĆŽ ĚĞ ƐĞƵ ŵŽĚĞůŽ ĚĞ ŶĞŐſĐŝŽƐ Ă Įŵ ĚĞ ƚŽƌŶĄͲůŽ ŵĂŝƐ ĞĮĐŝĞŶƚĞ͕ ŝŶƚĞůŝŐĞŶƚĞ Ğ ŽƌŝĞŶƚĂĚŽ ĂŽ ŵĞƌĐĂĚŽ͘ ĞƐƚĂ ĨŽƌŵĂ͕ Ă ƐĞŶƚĞŶĕĂ ƉĂƐƐĂ ƉŽƌ ƵŵĂ ƐşŶƚĞƐĞ ĂŝŶĚĂ ŵĂŝŽƌ Ğ ĐŚĞŐĂ Ă ƵŵĂ ĨƌĂƐĞ ƋƵĞ ĚĞĮŶĞ Ž ĐŽŶĐĞŝƚŽ ĚĞ ĨŽƌŵĂ ĂďƌĂŶŐĞŶƚĞ͕ ƉŽƌĠŵ ŝŵƉĂĐƚĂŶƚĞ Ğ ĐƌŝĂƟǀĂ͗ ͞ KEd j K /E&> D s >͘͟ !"#$%&'()&

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+ 11.2 COMUNICAÇÃO E RELACIONAMENTOS 11.2.1 Padronização da Identidade Visual e Estratégias de Conteúdos #430$92790&32$50.>&30$/&@0.4(4$&730.5.03(1D04F$ ƉŽƌĠŵ ƐĞŵƉƌĞ ĚĞ ĂĐŽƌĚŽ ĐŽŵ ĂƐ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ /2$%&'()&N Z$!.2/=1H2$/0$92730]/2$2=4(/2$0$(=/(9&242b Z$,6-2$82.30F$<=0730F$&>5(93(730F$(3.(0730b Z$!23079&(6$043.27/242A ,6J>$/043(4$&730.5.03(1D04F$50.>&30$($(56&9(1H2$ /($ 8.(40$ 3(>:J>$ 92>2$ ƐůŽŐĂŶF$ 2$ <=(6$ 40$ ĞŶĐĂŝǆĂ ƉĞƌĨĞŝƚĂŵĞŶƚĞ ĂŽ ůŽŐŽƟƉŽ ĚŽ ĐŽƋƵĞƚĞů P26232@F$ 92>$ (4$ 92.04$ <=07304F$ 2$ 92730]/2$ ŝŶŇĂŵĄǀĞů ĚĂ ŐĂƌƌĂĨĂ͕ Ă ĂĕĆŽ ŽƵƐĂĚĂ ĚĞ ũŽŐĂƌ Ă >04>($0$($42>:.($<=0$.0>030$(2$>(&4$29=632$ Ğ ŝŶƐƟŐĂŶƚĞ͘ ƉĞƐĂƌ ĚĞ Ž ŝũĂZŝ͕ Ă ƉĂƌƟƌ ĚĞƐƚĞ ŶŽǀŽ 524&9&27(>0732F$ 32.7(.Z40$ >(&4$ @263(/2$ (2$ ŵĞƌĐĂĚŽ͕ ĞůĞ ŶĆŽ ƉĞƌĚĞƌĄ Ă ƐƵĂ ŝĚĞŶƟĚĂĚĞ ŽƌŝŐŝŶĂů ĚĞ ƐĞƌ ƋƵĞƐƟŽŶĂĚŽƌ͕ ƉŽůġŵŝĐŽ͕ ŝŶƐƟŐĂŶƚĞ Ğ ƉƌŽǀŽĐĂĚŽƌ Ğŵ ƚƵĚŽ ƋƵĞ ĨĂǌ͘ #73.03(732F$ 0430$ 5(44($ ($ 40.$ >(&4$ 92>0/&/2$ 0>$ 4=(4$ &/0262-&(4$ 72$ >2>0732$ 0>$ <=0$ 40$ 32.7($=>($0>5.04($5.043(/2.($/0$40.@&12$92>$ ŵŽĚĞůŽ ĚĞ ŐĞƐƚĆŽ Ğ ƉƌĄƟĐĂƐ ƐſůŝĚĂƐ͘ *V`

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Objetivos

Como será?

ŽŵŽ ĂƉƌĞƐĞŶƚĂĚŽ ĂŶƚĞƌŝŽƌŵĞŶƚĞ͕ Ž ŝũĂZŝ ƵƟůŝǌĂ͕ ĂƚƵĂůŵĞŶƚĞ͕ ĚŽŝƐ ůŽŐŽƟƉŽƐ ĚŝƐƟŶƚŽƐ͕ ƐĞŶĚŽ Ƶŵ (507(4$ 2$ 72>0$ 049.&32$ 0>$ :.(792$ 2=$ 6(.(7'(F$ ƵƟůŝǌĂŶĚŽ Ă ƟƉŽůŽŐŝĂ &ƌƵƟŐĞƌ Ğ ŽƵƚƌŽ ƋƵĞ Ġ ĚŽ 50.427(-0>$ (..0>044(7/2$ ($ -(..(8($ /0$ 92<=0306$ DŽůŽƚŽǀ ĐŽŵ ĨƵŶĚŽ ƵƟůŝǌĂŶĚŽ ĐŽƌĞƐ ƋƵĞŶƚĞƐ Ğ 82.>(4$(:43.(3(4A$ ŝŶƚĞŶĕĆŽ ĚĞ ƵƟůŝǌĂƌ ĞƐƚĞ ĞůĞŵĞŶƚŽ͕ ĚŽ ĂƌƌĞŵĞƐƐĂĚŽƌ ĚŽ ĐŽƋƵĞƚĞů͕ ĐŽŵŽ ůŽŐŽƟƉŽ͕ Ž ƋƵĂů Ġ =4(/2F$0@073=(6>0730F$/0$82.>($7H2$5(/.27&E(/($ 0$(60(3I.&(F$J$.0(5.2@0&3(.$=>$060>0732$82.30F$<=0$ ĮĐŽƵ ĂƐƐŽĐŝĂĚŽ ĂŽ ŝũĂZŝ ĚĞǀŝĚŽ ĂŽ ƉƌŽũĞƚŽ ƋƵĞ Ž ƵƟůŝǌŽƵ Ğ ƋƵĞ ŐĞƌŽƵ ŐƌĂŶĚĞ ƌĞƉĞƌĐƵƐƐĆŽ ĞŶƚƌĞ 2$ 5]:6&92$ 40-=&/2.A$ #44($ .050.9=44H2$ 3(>:J>$ /0450.32=$ 2$ &730.0440$ /0$ /&@0.4(4$ 9=.(/2.&(4$ /0$ ĞǆƉŽƐŝĕƁĞƐ ʹ ĐŽŵŽ Ă ŝĞŶĂů Ğů &ŝŶ Ğů DƵŶĚŽ ʹ͕ LOGOTIPOS 5244&:&6&3(7/2$ 0B52.$ 0440$ >04>2$ 3.(:(6;2$ 92>$ (/(53(1D04$ @(.&(/(4F$ >(4$ 40>5.0$ >(7307/2$ 2$ A quem se destina? ,$32/24$24$5]:6&924$/0$&730.0440F$'G$<=0$40$3.(3($/($ 060>0732$/2$(..0>044(/2.$/2$92<=0306A !2.$40.$=>$060>0732$<=0$3.(/=E$/&@0.424$(4509324$ 0B524&1H2$/($>(.9($50.(730$32/24A ƉůŝĐĂƌ ŽƐ ĞůĞŵĞŶƚŽƐ ŝŵĂŐĠƟĐŽƐ ĨŽƌƚĞƐ ĚŽ ůŽŐŽƟƉŽ ĚŽ ŽƋƵĞƚĞů DŽůŽƚŽǀ ʹ Ğ ŽƵƚƌĂƐ ĐƌŝĂĕƁĞƐ ĞŵďůĞŵĄƟĐĂƐ ũĄ ƉƌŽĚƵǌŝĚĂƐ ƉĞůŽ ŝũĂZŝ ʹ ĂŽ &>I@06F$(5.04073(1D04$92>0.9&(&4$0$/0>(&4$527324$ /0$9273(32$92>$24$5]:6&924$/0$&730.0440A ,6J>$ /24$ (4509324$ @&4=(&4F$ 40$ 8(E$ 709044G.&2F$ ƚĂŵďĠŵ͕ ƵŵĂ ĚĞĮŶŝĕĆŽ ĚĞ ŇƵǆŽ ĚĞ ĐŽŶƚĞƷĚŽ ƉĂƌĂ 9(/($=>($/(4$@&(4$/2$(>:&0730$@&.3=(6F$/0$>2/2$($ (=>073(.$(4$523079&(6&/(/04$@&.(&4$/0$9(/($92>$2$ 92730]/2$(5.25.&(/2A S(60$ 4(6&073(.$ <=0$ 32/(4$ (4$ (1D04$ /0430$ 8292$ 292..0.H2$72$>C4$/0$'(70&.2F$'G$<=0$4H2$>=/(71(4$ /0$ 5.&2.&/(/0$ >GB&>($ 0$ =.-07304$ 5(.($ /(.$ ĐŽŶƟŶƵŝĚĂĚĞ ĚĞ ĨŽƌŵĂ ĞĮĐĂǌ ĂŽ ƌĞƐƚĂŶƚĞ ĚŽ ƉůĂŶŽ͘

ŝŶƚƌşŶƐĞĐŽƐ ĂŽ ƉĞƌĮů ĚĂ ĞŵƉƌĞƐĂ͕ ũĄ 92>073(/24$ (730.&2.>0730F$ 0430$ 5(44(.G$ ($ 40.$ 2$ 060>0732$ 5.&79&5(6F$ 42>(/2$ (2$ 72>0$ ͞ ŝũĂZŝ͟ ĞƐĐƌŝƚŽ ũĄ ƵƟůŝǌĂĚŽ͘ L2>$043($5(/.27&E(1H2F$($&73071H2$JF$40>5.0$ ƋƵĞ ƉŽƐƐşǀĞů ʹ ĚĞ ĂĐŽƌĚŽ ĐŽŵ Ž ůĂǇŽƵƚ ŽŶĚĞ ƐĞƌĄ ĂƉůŝĐĂĚŽ ʹ ƵŶŝƌ ĂŵďŽƐ͘ Ɛ ƉƌŝŵĞŝƌĂƐ ĚĞĮŶŝĕƁĞƐ Ă ƐĞƌĞŵ ůĞǀĂĚĂƐ 0>$9274&/0.(1H2$4H2$(4$82.>(4$92>2$40.H2$ ĂƉůŝĐĂĚŽƐ ĞƐƐĞƐ ůŽŐŽƟƉŽƐ͘ ĞƐƚĞ ŵŽĚŽ͕ ƐĞŐƵĞŵ ĂƐ ĨŽƌŵĂƐ ĚĞ ĂƉůŝĐĂĕĆŽ͗ #43(4$ @(.&(1D04$ /0$ 92.04$ /($ 92>:&7(1H2$ ĞŶƚƌĞ Ž ŶŽŵĞ ͞ ŝũĂZŝ͟ Ğŵ ĚĞƐƚĂƋƵĞ͕ ĐŽŵ ($ 5.04071($ /($ 42>:.($ 0$ ƐůŽŐĂŶ$ 40.H2$ (4$ (56&9(/(4$ 0>$ 5.25243(4$ 92>0.9&(&4A$ ,4$ @(.&(1D04$ /0$ 92.04$ 4H2$ (4$ &/0(&4$ 5(.($ ;(@0.$ =>$ 9273.(430$ 709044G.&2$ (2$ 8=7/2$ /0$ 9(/($ 5.25243(F$ (5.04073(/(4$ (/&(730A$ ,6J>$ /043(4$92.04F$3(>:J>$;(@0.G$($(56&9(1H2$/2$ ůŽŐŽƟƉŽ ĐŽŵ Ă ĐŽƌ ďƌĂŶĐĂ͘ T4$ 060>07324$ /($ 42>:.($ 0$ /2$ 72>0$ /2$ %&'()&$ 3(>:J>$ 52/0.H2$ 40.$ (56&9(/24$ &426(/(>0730F$ /0507/07/2$ /($ &73071H2$ /2$ ůĂǇŽƵƚ ƋƵĞ ƐĞƌĄ ĐƌŝĂĚŽ Ğ Ă ƉĞƌŵŝƐƐŝďŝůŝĚĂĚĞ ƋƵĞ ĞƐƚĞ ĚĂƌĄ ĐŽŶĨŽƌŵĞ ƐƵĂ ĮŶĂůŝĚĂĚĞ͕ 52.$ 0B0>562N$ 72$ 9(42$ /0$ /29=>07324F$ ŽŶĚĞ ƐĞƌĆŽ ĂƉůŝĐĂĚŽƐ ĂƉĞŶĂƐ Ž ůŽŐŽƟƉŽ Ğ Ă 42>:.(F$ 40>$ 2$ ƐůŽŐĂŶb$ 0>$ 9(.3D04$ 927@&30F$ ƐŝƚĞ ŝŶƐƟƚƵĐŝŽŶĂů Ğ )/0%F$ 27/0$ ($ (.30$ /2$ ůĂǇŽƵƚ ƉĞƌŵŝƟƌĄ Ă ƵƟůŝǌĂĕĆŽ ĚŽƐ ĞůĞŵĞŶƚŽƐ 405(.(/(>0730F$>(4$40-=&7/2$=>($>04>($ ƉĂůĞƚĂ ĚĞ ĐŽƌĞƐ Ğ Ƶŵ ĞƐƟůŽ ĚĞ ĨŽƌŵĂƐ͘

A aplicação deste logotipo será dada nos pontos de contato virtuais apenas como imagem de exibição, devido às suas cores quentes, chamativas, com a presença mais emblemática da sombra arremessando o coquetel Molotv e o slogan seguindo um dos polígonos que formam o fundo abstrato da imagem.

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*V*

APRESENTAÇÕES COMERCIAIS

- Apresentação Comercial – Vídeo-Cenografia

A quem se destina? "2@0.72F$9273.(3(7304$0$82.7090/2.04A$T4$/2&4$5.&>0&.24$ ĐŽƌƌĞƐƉŽŶĚĞŵ ĂŽƐ ĚĞƐƟŶĂƚĄƌŝŽƐ ĚĂƐ ƉƌŽƉŽƐƚĂƐ ĐƌŝĂĚĂƐ͕ ũĄ Ž ƷůƟŵŽ ĐŽƌƌĞƐƉŽŶĚĞ ĂŽƐ ĐĂƐŽƐ ŽŶĚĞ ƐĞ ĨĂǌ ŶĞĐĞƐƐĄƌŝŽ Ž ĐŽŵƉĂƌƟůŚĂŵĞŶƚŽ ĚĂ ƉƌŽƉŽƐƚĂ͕ ŶŽƐ ĐĂƐŽƐ ĚĞ ƉĂƌĐĞƌŝĂƐ 2=$ 92>2$ 82.>($ /0$ (5.04073(.$ 2$ 5.2'032$ :=49(7/2$ 426=1D04A

Como será? ŵ ĂƉƌĞƐĞŶƚĂĕƁĞƐ ĐŽŵĞƌĐŝĂŝƐ͕ Ž ŝũĂZŝ ũĄ ƵƟůŝǌĂ Ƶŵ ůĂǇŽƵƚ$ 5(/.H2$ :(43(730$ 8=79&27(6$ $ 0>$ 049(6($ /0$ 9&7E($ <=0$ 50.>&30$ =>($ :2($ 60&3=.($ /2$ 92730]/2A$ #43(4F$ 7($ -.(7/0$ >(&2.&($ /(4$ @0E04F$ 4H2$ 07@&(/(4$ 0>$ 82.>(324$ W & Ğ ŶĆŽ ŝŵƉƌĞƐƐĂƐ͕ Ž ƋƵĞ ĂƵŵĞŶƚĂ Ă ŝŶƚĞƌĂĕĆŽ ƉŽƌ ŵĞŝŽ ĚĞ ŝŵĂŐĞŶƐ Ğ ƚĞǆƚŽƐ ĐŽŵ ůŝŶŬƐ ƉĂƌĂ ƉĄŐŝŶĂƐ ĚĂ (")$7($5.I5.&($5.25243(A$!2.$40$3.(3(.$/0$(5.04073(1D04$ ŵĂŝƐ ĨŽƌŵĂŝƐ͕ ĞůĂƐ ƐĞƌĆŽ ŵĂŶƟĚĂƐ ĐŽŵŽ ĨŽƌĂŵ ĐƌŝĂĚĂƐ͕ ŶŽ ĞŶƚĂŶƚŽ ĐŽŵ Ă ĂƉůŝĐĂĕĆŽ ĚŽ ŶŽǀŽ ůŽŐŽƟƉŽ ĚŽ ŝũĂZŝ͕ (6J>$ /($ &740.1H2$ /2$ (")#$-"$ 72$ .2/(5JF$ $ 0$ &>(-074$ <=0$ .0>03(>$ X4$ >?/&(4$ 429&(&4$ 27/0$ ($ 0>5.04($ 043G$ 5.040730A ,6J>$ /044(4$ (630.(1D04F$ (4$ 5.25243(4$ 92>0.9&(&4$ 5(.($ 5.2'0324$ /($ 40-=7/($ 9(>(/($ /($ !&.c>&/0$ /0$ !.2/=324$ ƚĞƌĆŽ ĐŽƌĞƐ ĞƐƉĞĐşĮĐĂƐ ƉĂƌĂ ĐĂĚĂ Ƶŵ ĚŽƐ ƟƉŽƐ͘ K ŽďũĞƟǀŽ J$ 32.7(.$ 5244?@06$ =>($ (4429&(1H2$ &>0/&(3($ 52.$ 5(.30$ /24$5.I5.&24$926(:2.(/2.04$/($0>5.04($0$3(>:J>$/24$ ĐůŝĞŶƚĞƐ͕ ĚĞ ĨŽƌŵĂ Ă ĚŝĨĞƌĞŶĐŝĂƌ ĐĂĚĂ ƟƉŽ ĚĞ ƉƌŽƉŽƐƚĂ͘ ,$ 04926;($ /(4$ 92.04$ 82&$ (/0<=(/($ 5(.($ ;(@0.$ -.(7/0$ /&80.071($/0$3274F$>(4$40-=&7/2$($>04>($5(603($/0$92.04$ ƋƵĞ Ž ŝũĂZŝ ƵƟůŝǌĂƌĄ Ğŵ ƐƵĂ ĐŽŵƵŶŝĐĂĕĆŽ ŝŶƐƟƚƵĐŝŽŶĂů͗ *V+

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A capa da apresentação de projetos mostra o tipo de projeto, o cliente a quem se destina e o logotipo do BijaRi com seu respectivo slogan no canto direito do rodapé.

Mantendo o aspecto clean e funcional da apresentação, a capa de fechamento da apresentação apenas dá destaque para o logotipo do BijaRi com a utilização do slogan.

O conteúdo da apresentação mantém os tons de cinza em todas as apresentações, de acordo com o padrão existente. O que mudará serão as cores nas linhas de cabeçalho, rodapé e títulos. No caso do primeiro modelo, linhas em tons avermelhados no cabeçalho. No rodapé, a aplicação do logotipo BijaRi e endereço web, seguem as mesmas cores do retângulo principal em destaque no cabeçalho. Ao lado esquerdo do endereço web, são mostradas os logotipos universais das redes sociais onde o BijaRi está presente.

- Apresentação Comercial – Motion Graphics (vinhetas, e demais tipos de produções que envolvam predominantemente esta técnica)

- Apresentação Comercial – Mapping

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AMBIENTE VIRTUAL !(.($ (4$ (1D04$ 7(4$ >?/&(4$ 429&(&4$ 0$ .0043.=3=.(1H2$ /2$ #$-"$ 0$ )/0%F$ ƐĞƌĄ ƵƟůŝǌĂĚĂ ƵŵĂ ĞƐƚƌĂƚĠŐŝĂ ĚĞ /&4527&:&6&E(1H2$ /0$ 92730]/2$ 92782.>0$($40->073(1H2$/2$5]:6&92Z ĂůǀŽ Ğ ƚĂŵďĠŵ ƐƵĂƐ ƌĞƐƉĞĐƟǀĂƐ 8=79&27(6&/(/04A

YouTube Making of de projetos Clipping de projetos (videos) Releases semestrais Videos em geral (exceto motion graphics)

EŽƚĂͲƐĞ ƋƵĞ Ă ƌĞĚĞ ƐŽĐŝĂů KƌŬƵƚ 7H2$40$8(E$>(&4$5.040730$7($72@($ 043.(3J-&(F$=>($@0E$<=0F$(2$50./0.$ ($ .060@c79&(F$ 2$ 52732$ /0$ 9273(32$ /0@0.G$40.$0B96=?/2A

Estratégia de Mídias Sociais e Conteúdos

Vimeo Portfólio online de motion graphics

Facebook Clipping online (fotos) Posts de videos (YouTube e Vimeo) Posts de novos projetos em andamento Pesquisas e enquetes Agenda de eventos Notas Posts de referências interessantes para os seguidores

*VW

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Twitter Cobertura em tempo real da execução de projetos Fotos e videos em tempo real de execução de projetos. Tweets automáticos do que for postado no Facebook Tweets sobre referências interessantes para os seguidores

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BijaBlog Posts de projetos Posts de pesquisas de referências

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Sobre a imagem-referência foi aplicada a sombra arremessando o coquetel Molotov e o slogan abaixo, com a seta ao seu lado em destaque – elemento este recorrente nas apresentações comerciais e diversos outros trabalhos gráficos já produzidos pelo BijaRi. Esta sombra surgirá com o seu contorno sendo desenhado enquanto o site carrega.

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Após a tela inicial carregar por completo, o contorno é preenchido com a sombra, pisca algumas vezes e depois desaparece. Enquanto isso, a estrutura colorida em tons de laranja e verde se abre formando um ambiente tridimensional com a formação de grades em tons de cinza e preto, além de retângulos cinzas que se desprendem aleatoriamente, sendo que oito deles servirão como “sustentação” dos links. Os ícones das redes sociais e blog piscam várias vezes de forma muito rápida, um após o outro, até todos aparecerem estáticos. Por fim, surge uma sombra correndo do canto esquerdo da tela até chegar à posição definida, na posição de arremessar o coquetel.

Ao posicionar o cursor sobre os links, uma linha tracejada se forma sob o mesmo, ultrapassando o retângulo de sustentação. Em duas posições da linha surgem dois sinais de adição, “+” – outro elemento muito usado em diversas imagens criadas e aplicadas em projetos da empresa – e entre eles se formam outras linhas da mesma forma, até se tornar um retângulo cinza claro com opacidade média que mostra alguns elementos e o conteúdo que o usuário encontrará ao abrir o link. Cada link acessado faz com que os polígonos e linhas mudem de posição.

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IMÓVEL A quem se destina? QI9&24F$ 8=79&27G.&24F$ 9273.(3(7304A$ T=$ 40'(F$ 32/24$ <=0$ 3.(:(6;(>$ 7($ 0>5.04(F$(6J>$/0$96&07304$0$ƉƌŽƐƉĞĐƚƐA

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11.2.2 Imóvel Objetivos ,$ .082.>($ /2$ &>I@06$ 40$ 8(E$ 709044G.&($ 3(732$ 5(.($ Ă ĂƉůŝĐĂĕĆŽ ĚĂ ŶŽǀĂ ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů ĐŽŵŽ ƉĂƌĂ 92740.324$/2$&>I@06A S(60$4(6&073(.$<=0F$(44&>$92>2$2$8292$(730.&2.F$(4$/=(4$ (1D04$@263(/(4$(2$&>I@06$292..0.H2$72$>C4$/0$'(70&.2F$ 'G$<=0$3(>:J>$4H2$>=/(71(4$/0$5.&2.&/(/0$>GB&>($ Ğ ƵƌŐĞŶƚĞƐ ƉĂƌĂ ĚĂƌ ĐŽŶƟŶƵŝĚĂĚĞ ĚĞ ĨŽƌŵĂ ĞĮĐĂǌ ĂŽ .043(730$/2$56(72A

REFORMA A quem se destina? QI9&24F$ 8=79&27G.&24F$ 9273.(3(7304A$ T=$ 40'(F$ 32/24$ <=0$ 3.(:(6;(>$ 7($ 0>5.04(F$ <=0$ /0507/0>$ /0$ =>($ ďŽĂ ĞƐƚƌƵƚƵƌĂ İƐŝĐĂ ĚĞ ƚƌĂďĂůŚŽ͕ ĂůĠŵ ĚĞ ĐůŝĞŶƚĞƐ Ğ ƉƌŽƐƉĞĐƚƐ$ <=0$ 0452.(/&9(>0730$ @&4&3(>$ ($ 0>5.04($ 5(.($ 927;09CZ6($ 2=$ 30.$ .0=7&D04$ /0$ 3.(:(6;2$ 0$ 4H2$ &>5(93(/24$ 5062$ @&4=(6$ /2$ (>:&0730$ /0$ 3.(:(6;2$ /2$ %&'()&A

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T=3.2$/03(6;0F$92>2$92>560>0732$(2$&>I@06F$<=0$ Ġ ŵƵŝƚŽ ƉĞƌƟŶĞŶƚĞ ĂŽƐ ǀĂůŽƌĞƐ ĚĂ ĞŵƉƌĞƐĂ͕ Ġ Ă ĐŽŵƉƌĂ ĚĞ ůŝǆĞŝƌĂƐ ĞƐƟůŝǌĂĚĂƐ ƉĂƌĂ Ă ĐŽůĞƚĂ ƐĞůĞƟǀĂ /0$6&B2A ,$92E&7;($30.G$=>$:(69H2$(>0.&9(72$92>$@&43($5(.($ 2$ ŚĂůů$ 4=50.&2.A$ #430$ 50<=072$ /03(6;0$ 'G$ (-.0-($ 92782.32$0$=>$/03(6;0$($>(&4$<=0$50.>&30$40$32>(.$ Ƶŵ ĐĂĨĠ ĐŽŵ Ž ĐůŝĞŶƚĞ͕ ƉŽƌ ĞǆĞŵƉůŽ͘ hŵ ŵŽĚĞůŽ ĚĞƐƐĞ ůĂǇŽƵƚ Ġ Ă ŝŵĂŐĞŵ ĂŽ ůĂĚŽ͘

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RELEASES

11.2.4 CRM Objetivos ĞƐĞŶǀŽůǀĞƌ ƌĞůĂĐŝŽŶĂŵĞŶƚŽƐ ƐſůŝĚŽƐ ĐŽŵ ƉĂƌĐĞŝƌŽƐ͕ 96&07304F$0BZ96&07304F$ƉƌŽƐƉĞĐƚƐ$0$5]:6&92$40-=&/2.A

NEWSLETTERS A quem se destina?

Como será?

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Como será?

A quem se destina? d>5.074(A

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KITS PÓS-VENDA A quem se destina? ŽŶƚƌĂƚĂŶƚĞƐ͕ ŝŶƐƟƚƵŝĕƁĞƐ ĚĞ ĞŶƐŝŶŽ Ğ -2@0.72A ^ĆŽ ŽƐ ƚƌġƐ ƟƉŽƐ ĚĞ ƉƷďůŝĐŽ ƋƵĞ 9273.(3(>$ 2$ %&'()&A$ ,5I4$ 2$ 40.@&12$ .0(6&E(/2F$04304$.090:0>$24$ŬŝƚƐA

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BIJAXPERIENCE VIP A quem se destina? L273.(3(7304$0$5244?@0&4$5(.90&.24A ƐƚĞƐ ƉƷďůŝĐŽƐ ƐĆŽ ŝĚĞŶƟĮĐĂĚŽƐ͕ ƚĞŶĚŽ Ğŵ ǀŝƐƚĂ ƋƵĞ ĞƐƚĞ ĞǀĞŶƚŽ ŽďũĞƟǀĂ ĐŽŶƚĞǆƚƵĂůŝǌĂƌ ŽƐ ƉŽƚĞŶĐŝĂŝƐ ĐŽŶƚƌĂƚĂŶƚĞƐ ƐŽďƌĞ ĂƐ 5244&:&6&/(/04$ /0$ 40$ 9.&(.$ =>($ 92>=7&9(1H2$ @&4=(6$ /&80.0730$ 0$ 82.($ /2$ 927@079&27(6F$ 0$ (5.2B&>(.$ 82.7090/2.04$ <=0$ 40$ &730.0440>$ 0>$ ďƵƐĐĂƌĞŵ ŶŽǀĂƐ ƚĞĐŶŽůŽŐŝĂƐ Ă Įŵ ĚĞ ĨŽƌŵĂƌ ƉĂƌĐĞƌŝĂƐ Ğŵ ƉƌŽũĞƚŽƐ 92>$2$%&'()&A

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ƚĞŵĄƟĐŽƐ ĚĞƐƚĞ͘ KƐ ƐſĐŝŽƐ ƐĞ ƌĞǀĞǌĂƌĆŽ Ğ ĨĂƌĆŽ ƉĞƌĨŽƌŵĂŶĐĞƐ ĚĞ s:ĂǇŝŶŐ͕ ĂŵŝŐŽƐ ĮĐĂƌĆŽ ŶĂ /&492309(-0>F$40.H2$80&324$ŵĂƉƉŝŶŐƐ ĐƌŝĂĚŽƐ ĞƐƚƌŝƚĂŵĞŶƚĞ ƉĂƌĂ Ž ĞǀĞŶƚŽ ʹ Ğ 92>$ 24$ /2&4$ 5.2'032.04$ <=0$ 2$ %&'()&$ 'G$ 5244=&F$ 7H2$ /0507/07/2$ /0$ 629(1H2$ ƉĂƌĂ ŝƐƚŽ ʹ Ğ ĚŝƐƚƌŝďƵŝĕĆŽ ĚŽ ƌĞůĞĂƐĞ ;Ğŵ s Ϳ ŵŽŶƚĂĚŽ ĞƐƉĞĐŝĂůŵĞŶƚĞ ƉĂƌĂ Ž ĞǀĞŶƚŽ͘ K ŝũĂ ŽŽŬ Ğ ŽďũĞƚŽƐ ĐƌŝĂĚŽƐ Ă ƉĂƌƟƌ ĚĞ ƉƌŽũĞƚŽƐ ĚĞ ĚĞƐƚĂƋƵĞ ĐŽŵ ĂƐ ƌĞĨĞƌġŶĐŝĂƐ ĚĞ ŝŵĂŐĞŶƐ ƋƵĞ Ž ŝũĂZŝ ƵƟůŝǌŽƵ ƐĞƌĆŽ ǀĞŶĚŝĚŽƐ ŶŽ ůŽĐĂů͘ ůĠŵ ĚĞƐƚĞƐ ƟƉŽƐ ĚĞ ĂĕƁĞƐ͕ ƚĂŵďĠŵ ƐĞƌĄ ĨĞŝƚĂ ƵŵĂ ĞƐƉĠĐŝĞ ĚĞ ǁŽƌŬƐŚŽƉ$ (5.04073(7/2$7H2$4I$24$5.2'0324$0$($<=0$0604$/&E&(>$.0450&32F$>(4F$3(>:J>F$ =>$(5.28=7/(>0732$7($/049.&1H2$/2$5.290442$/0$504<=&4(F$5.2/=1H2F$:=49($ ƚĞĐŶŽůſŐŝĐĂ Ğ ŽƵƚƌŽƐ ƚĞŵĂƐ ƉĞƌƟŶĞŶƚĞƐ ĂŽ ƋƵĞ Ă ĞŵƉƌĞƐĂ ĨĂǌ͘

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VESTUÁRIOS Como será? ǆŝƐƟƌĆŽ ĚŽŝƐ ƟƉŽƐ ĚĞ ŝƚĞŶƐ ĚĞ @043=G.&24N$24$9260304$0$(4$9(>&403(4A$ #604$ 30.H2$ ($ >04>($ 82.>($ /0$ (56&9(1D04$ /0$ &>(-074$ /2$ :(792$ /0$ .080.C79&(4$ (=32.(&4$ /2$ %&'()&F$ (44&>$ ĐŽŵŽ Ž ĐĂƐŽ ĚŽƐ ǁĂůůƉĂƉĞƌƐ͘ dĂŵďĠŵ ;(@0.G$ 40>5.0$ (6-=>$ 060>0732$ /($ ŶŽǀĂ ŝĚĞŶƟĚĂĚĞ ǀŝƐƵĂů ƉƌŽƉŽƐƚĂ 70604A

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IMPRESSOS E OBJETOS Como será? L(.3(E04F$<=(/.24$0$306(4$0$/0>(&4$2:'0324$9.&(/24$/($>04>($82.>($<=0$24$&3074$ ĂŶƚĞƌŝŽƌĞƐ͘ ůĞƐ ƐĞƌĆŽ ĞŶƚƌĞŐƵĞƐ ĐŽŵŽ ďƌŝŶĚĞƐ ƉĂƌĂ ŽƐ ƋƵĞ ƉĂƌƟĐŝƉĂƌĞŵ ĚĞ 5.2>21D04$7(4$.0/04$429&(&4$0$)/0%͘ ƐƐĂƐ ƉƌŽŵŽĕƁĞƐ ƐĞƌĆŽ ĨĞŝƚĂƐ ƉĂƌĂ ĞƐƟŵƵůĂƌ 24$=4=G.&24$($.04527/0.0>$504<=&4(4$0&/$&"͕ ŽƵ ĂƉĞŶĂƐ ƉƌŽŵŽǀĞƌ Ă ŝŶƚĞƌĂƟǀŝĚĂĚĞ͘ KƐ ƋƵĞ ƵƟůŝǌĂƌĞŵ ĞůĞŵĞŶƚŽƐ ĚĞ ĂůŐƵŵ ƉƌŽũĞƚŽ ĞƐƉĞĐşĮĐŽ ƉŽĚĞƌĆŽ ƐĞ ƚŽƌŶĂƌ͕ 3(>:J>F$>(30.&(&4$/0$5I4Z@07/(A$

CARTÕES-CONVITES Como será? ^ĞƌĆŽ ƵƟůŝǌĂĚŽƐ ŶĂ ĐŽŵƵŶŝĐĂĕĆŽ ŝŶƐƟƚƵĐŝŽŶĂů Ğ ĐŽŵƵŶŝĐĂĕĆŽ ĚĞ ƉƌŽũĞƚŽƐ 0/=9(9&27(&4$0$9=63=.(&4$.0(6&E(/24$5062$%&'()&F$/073.0$0604$2$5.I5.&2$%&'(i50.&0790A$ ƵƟůŝǌĂĕĆŽ ĚŽƐ ĞůĞŵĞŶƚŽƐ ŝŵĂŐĠƟĐŽƐ ƐĞƌĄ ĐŽŵŽ ŶŽƐ ĐĂƐŽƐ ĂŶƚĞƌŝŽƌĞƐ͘ ŽŝƐ ĞǆĞŵƉůŽƐ͕ ĐŽŶĨŽƌŵĞ ĂƉĂƌĞĐĞŵ ŶĂ ƐĞƋƵġŶĐŝĂ ĚĂƐ ŝŵĂŐĞŶƐ Ă ƐĞŐƵŝƌ͕ ƐĆŽ͗ Ă ĚŝǀƵůŐĂĕĆŽ ŝŶƐƟƚƵĐŝŽŶĂů Ğŵ ůŽĐĂŝƐ ĨƌĞƋƺĞŶƚĂĚŽƐ ƉĞůŽ ƉƷďůŝĐŽ ƐĞŐƵŝĚŽƌ͖ Ă ĚŝǀƵůŐĂĕĆŽ Ğŵ ŝŶƐƟƚƵŝĕĆŽ ĚĞ ĞŶƐŝŶŽ ƐŽďƌĞ Ă ƉĂƌƟĐŝƉĂĕĆŽ ĚĞ ĚŽŝƐ ĚŽƐ ƐſĐŝŽƐ Ğŵ ƉĂůĞƐƚƌĂ ƌĞĂůŝǌĂĚĂ ƉĂƌĂ Ă ƚƵƌŵĂ ĚĞ ĐƌŝĂĕĆŽ ĚŽ ƐĠƟŵŽ ƐĞŵĞƐƚƌĞ ĚĂ ^WD͘ ƐƚĞ ƷůƟŵŽ Ěŝǌ ƌĞƐƉĞŝƚŽ ĂŽ ƉƌŽũĞƚŽ ŝũĂ ůĂƐƐ Ă ƐĞƌ ĂƉƌĞƐĞŶƚĂĚŽ ĂĚŝĂŶƚĞ ŶĞƐƚĞ ƉůĂŶŽ͘

11.2.7 Novos Produtos Objetivos ,$ :(-(-0>$ /0$ 927;09&>0732$ (/<=&.&/($ 5062$ %&'()&$ (2$ 627-2$ /0$ 4=($ ĞǆŝƐƚġŶĐŝĂ͕ ƉĞƌŵŝƚĞ ƋƵĞ ĞƐƚĞ ĐƌŝĞ ŶŽǀŽƐ ƟƉŽƐ ĚĞ ƉƌŽĚƵƚŽƐ͕ ŽƐ ĚĞ 9(5(9&3(1H2A$ ,$ &73071H2$ /04304$ 9=.424$ J$ /&440>&7(.$ 2$ 927;09&>0732$ ĂƌơƐƟĐŽ Ğ ƚĠĐŶŝĐŽ ƉĂƌĂ ĞƐƚƵĚĂŶƚĞƐ Ğ ĚĞŵĂŝƐ ŝŶƚĞƌĞƐƐĂĚŽƐ Ğŵ ĂƉƌĞŶĚĞƌ >(&4$42:.0$(4$G.0(4$27/0$($0>5.04($(3=(A ,6J>$/24$9=.424$/0$9(5(9&3(1H2F$($3.(7482.>(1H2$/0$40.@&124$5.043(/24$ Ğŵ ƉƌŽĚƵƚŽƐ͕ ŽƵ ŽƵƚƌŽƐ ƐĞƌǀŝĕŽƐ ĂĚĂƉƚĂĚŽƐ Ă ƉĂƌƟƌ ĚĞƐƚĞƐ͕ ƚŽƌŶĂŵͲƐĞ 252.3=7&/(/04$ ($ 40.0>$ 0B562.(/(4$ 5(.($ /&440>&7(.$ 04304$ 3.(:(6;24$ /073.0$24$&730.044(/24A

CAPACITAÇÃO A quem se destina? /ŶƐƟƚƵŝĕƁĞƐ ĚĞ ĞŶƐŝŶŽ͕ dĞƌĐĞŝƌŽ ^ĞƚŽƌ͕ ŐŽǀĞƌŶŽ͕ ĐŽŶƚƌĂƚĂŶƚĞƐ͕ ĐŽůĞƟǀŽƐ ŶĆŽͲĐŽŵĞƌĐŝĂŝƐ Ğ ĚĞŵĂŝƐ ĂƌƟƐƚĂƐ͘ ƉĞƐĂƌ ĚĂ ĚŝǀĞƌƐŝĚĂĚĞ ĚŽƐ ƟƉŽƐ ĚĞ ƉƷďůŝĐŽƐ͕ ĐĂĚĂ Ƶŵ Ġ ĂƚĞŶĚŝĚŽ ƉŽƌ Ƶŵ ƟƉŽ ĚĞ ƉƌŽĚƵƚŽ ĚŝĨĞƌĞŶƚĞ ĞǆƉůŝĐĂĚŽ Ă ƐĞŐƵŝƌ͘

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BijaRi

Marketing / Comunicação

Administrativo / Comercial 1

O cara das contas, dos contratos e dos processos

O cara que vende, atende e prospecta os trampos

O cara que ajuda o cara de cima

O cara que divulga o Bija e troca ideia com o cara das contas

O cara que troca ideia com os jornalistas

Criação / Produção

O cara que ajuda o cara de cima

O cara que cuida da criação e produção dos trampos

Os caras que criam umas imagens loucas

Os caras que ajudam o cara de cima

O cara que escreve umas paradas nervosas

O cara que ajuda o cara de cima

Legendas 1 2

Primeiro Nível Hierárquico - Diretor Administrativo / Comercial Segundo Nível Hierárquico - Profissional responsável pelo Atendimento de contas, prospeção de clientes e vendas de trabalhos. Terceiro Nível Hierárquico - Estágiario / Assistente

Primeiro Nível Hierárquico - Coordenador de Marketing / Comunicação

Primeiro Nível Hierárquico - Diretor de Criação

Segundo Nível Hierárquico - Assessoria de Imprensa

Segundo Nível Hierárquico -

Terceiro Nível Hierárquico - Estágiario / Assistente

Representa ligações entre os cargos, por exemplo: o diretor de criação estará diretamente em contato com o profissional de atendimento de conta dos clientes

,$6&7-=(-0>F$70430$04<=0>(F$>243.($ /0$82.>($:(43(730$&782.>(6$0$9262<=&(6$ ($ 5.25243($ /($ 72@($ 043.=3=.(A$ #43($ J$ ($ >04>($ 6&7-=(-0>$ &782.>(6$ <=0$ ŽƐ ƐſĐŝŽƐ ĐŽƐƚƵŵĂŵ ƵƟůŝǌĂƌ ŶŽ ĚŝĂͲ (Z/&(F$ 52.3(732F$ 32.7(Z40$ 96(.2$ <=0$ ĞƐƚĞ ĞƐƋƵĞŵĂ ͞ĨĂůĂ͟ ĐŽŵ ŽƐ ƉƌſƉƌŝŽƐ ĂƌƟƐƚĂƐ͘ R=(732$(24$9(.-24$0$8=71D04N$ Ͳ ĚŵŝŶŝƐƚƌĂƟǀŽ ͬ ŽŵĞƌĐŝĂů͗ Ž ŝƌĞƚŽƌ L2>0.9&(6F$72$9(42$52/0$40.$=>$/24$ 4I9&24$ /($ 9274=632.&($ <=0$ (307/0$ 2$ ŝũĂZŝ Ğŵ ƚĞŵƉŽ ŝŶƚĞŐƌĂů͕ ĐŽŶƟŶƵĂ (/>&7&43.(7/2$ ($ G.0($ 92>0.9&(6F$ ĮŶĂŶĕĂƐ Ğ ƉƌŽĐĞƐƐŽƐ͕ ŵĂƐ ƉĂƐƐĂ Ă ƚĞƌ 323(6$ (=3272>&($ 42:.0$ 044(4$ G.0(4F$ 7H2$ >(&4$ /0507/07/2$ /($ (5.2@(1H2$ /24$ 2=3.24$ 40&4A$ #430$ 40.G$ (>5(.(/2$ ƉŽƌ Ƶŵ ƉƌŽĮƐƐŝŽŶĂů ĐŽŶƚƌĂƚĂĚŽ͕ 043.&3(>0730$ 5(.($ (3=(.$ 7(4$ @07/(4F$ 5.245091H2$ 0$ (307/&>0732$ /0$ ĐůŝĞŶƚĞƐ͕ ĂůĠŵ ĚĞ Ƶŵ ĞƐƚĂŐŝĄƌŝŽ ͬ (44&430730$5(.($/(.$(52&2F$<=0$52/0.G$ 40.$ 9273.(3(/2$ /0$ (92./2$ 92>$ ($ 0B&-C79&($/($/0>(7/($/0$5.2'0324A Ͳ DĂƌŬĞƟŶŐ Ğ ŽŵƵŶŝĐĂĕĆŽ͗ Ž 922./07(/2.$ (3=(.G$ 0>$ 927'=732$ ĐŽŵ Ž ŝƌĞƚŽƌ ŽŵĞƌĐŝĂů ʹ ŶŽ ĐĂƐŽ ĚŽ 56(70'(>0732$043.(3J-&92$/($0>5.04($ ʹ ŵĂƐ ƚĂŵďĠŵ ƚĞƌĄ ĂƵƚŽŶŽŵŝĂ Ğŵ 4=(4$/09&4D04$>(&4$&>0/&(3(4$42:.0$(4$ ĞƐƚƌĂƚĠŐŝĂƐ ĐŽŵƵŶŝĐĂĕĆŽ ŝŶƐƟƚƵĐŝŽŶĂů ĚŽ ŝũĂZŝ͘ dĂŵďĠŵ ĐŽŽƌĚĞŶĂƌĄ Ă !"#$%&'()&

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MANUAL DA EMPRESA E IDENTIDADE Como será?

CONTRATAÇÕES Como será? ^ĞƌĄ ĐŽŶƚƌĂƚĂĚĂ ƵŵĂ ĂƐƐĞƐƐŽƌŝĂ ĚĞ ŝŵƉƌĞŶƐĂ Ă Įŵ ĚĞ ĐƌŝĂƌ Ğ ĚŝǀƵůŐĂƌ ŽƐ ƌĞůĞĂƐĞƐ ŝŶƐƟƚƵĐŝŽŶĂŝƐ Ğ ĚĞ ƉƌŽũĞƚŽƐ ƋƵĞ ƉĞƌŵŝƚĂŵ ĞƐƐĞ ƟƉŽ ĚĞ ĚŝǀƵůŐĂĕĆŽ ůĠŵ ĚĞƐƚĂ͕ ƐĞƌĄ ĐŽŶƚƌĂƚĂĚŽ Ƶŵ ƉƌŽĮƐƐŝŽŶĂů ƋƵĞ ĮĐĂƌĄ .045274G@06$(507(4$506(4$@07/(4$/0$5.2'0324$0$5.245091H2$ 0$(307/&>0732$/0$96&07304A$#$2=3.2$5(.($40.$2$.0/(32.$/24$ 3.(:(6;24$9.&(/24$<=0$/0>(7/0>$044($92>503C79&(A ƐƚĂƐ ĚƵĂƐ ĐŽŶƚƌĂƚĂĕƁĞƐ ƐĞƌĆŽ ĨĞŝƚĂƐ Ă ƉĂƌƟƌ ĚŽ ŵġƐ ĚĞ 80@0.0&.2F$ (5I4$ (4$ 5.&>0&.(4$ (1D04$ 8=7/(>073(&4$ 30.0>$ 4&/2$&>560>073(/(4$0$5(.($=>$5.&>0&.2$-(7;2$/0$30>52$ 5(.($($82.>(1H2$/0$9(&B(A *^+

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ANEXO II - EXPOSIÇÕES COLETIVAS E APRESENTAÇÕES SIGNIFICATIVAS 2009 Ͳ ϱ ŝĞŶĂů sĞŶƚŽ ^Ƶů Ͳ ƵƌŝƟďĂ Ͳ ƵƌŝƟďĂ ʹ WZ Ͳ &ƌĞƐŚůĂƟŶŽ Ͳ &ƌĂŶŬĨƵƌƚ Ͳ ůĞŵĂŶŚĂ Ͳ ĞƐŽďĞĚŝĞŶĐĞ͕ Ă ǀŝĚĞŽ ĂƌĐŚŝǀĞ Ͳ ƵĐĂƌĞƐƟ Ͳ ZŽŵĞŶŝĂ Ͳ dŚĞƌĞ 'ŽĞƐ ƚŚĞ EĞŝŐŚďŽƵƌŚŽŽĚ Ͳ ^ǇĚŶĞŝ ʹ ƵƐƚƌĄůŝĂ Ͳ ĞƐŝŐŶ ƌĂƐŝůĞŝƌŽ ,ŽũĞ͗ &ƌŽŶƚĞŝƌĂƐ Ͳ ^ĆŽ WĂƵůŽ ʹ ^W

2008 X'0"1%$B8#8)%'ʹ DĂĚƌŝ ʹ ƐƉĂŶŚĂ Ͳ 'ĂůĞƌŝĂƐ ^ƵďƚĞƌƌąŶĞĂƐ ʹ ƵƌŝƟďĂ ʹ WZ Ͳ sĞƌďŽ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ KŶ Kī ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ EĂƌƌĂƟǀĂƐ ŽŶƚĞƉŽƌąŶĞĂƐͬsŝĚĞŽďƌĂƐŝů ʹ >ŝŵĂ ʹ WĞƌƷ

2007 X'=-6,8:+'M$)"781J$8+ ʹ >ŽƐ ŶŐĞůĞƐͲdŝũƵĂŶĂ ʹ h ͬDĠǆŝĐŽ Ͳ DŽďŝůĞĨĞƐƚ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ ϭϲ sŝĚĞŽďƌĂƐŝů ʹ ^ĆŽ WĂƵůŽ ʹ ^W X'G8,% ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ / ŝĞŶĂů ĚŽ &ŝŵ ĚŽ DƵŶĚŽ ʹ hƐŚƵĂŝĂ ʹ ƌŐĞŶƟŶĂ

2006 Ͳ ƐƚƌĞĐŚŽ ƵĚŽƐŽ ʹ ^ĂŶ :ŽƐĠ ʹ ŽƐƚĂ ZŝĐĂ Ͳ DŽŶƵŵĞŶƚĂ ʹ WĞůŽƚĂƐ Ͳ Z^ Z$YƵŝ sŝǀĞ͍ ʹ DŽƐĐŽƵ ʹ ZƵƐƐŝĂ Ͳ WĂƐƐŽƐ͕ sŝƐƚĂƐ ʹ ŝĚĂĚĞ ĚŽ DĠǆŝĐŽ Ͳ DĠǆŝĐŽ Ͳ /y ŝĞŶĂů ĚĞ ,ĂǀĂŶĂ ʹ ^ĂůĂ ƐƉĞĐŝĂů dĞƌƌŝƚſƌŝŽ^W ʹ ^ĆŽ WĂƵůŽ X'<)'D+$B),8#)# ʹ ƵĞŶŽƐ ŝƌĞƐ ʹ ƌŐĞŶƟŶĂ Ͳ DƵƚĂŶƚĞƐ ŶĂ WĂƌĞĚĞ ʹ ƐƉĂĕŽ > ϭϭϮϭ ʹ ^ĆŽ WĂƵůŽ ʹ ^W *f`

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2005 Ͳ ŽůĞĐƟǀ ƌŝĂƟǀŝƚǇ ʹ <ĂƐƐĞů ʹ ůĞŵĂŶŚĂ Ͳ 'ĂůĞƌŝĂ &ĂǀŽ Ͳ 'ĂůĞƌŝĂ &ĂǀŽ ʹ ^ĆŽ WĂƵůŽ Ͳ ^W Ͳ Ͳ &>hy sŝƌƚƵĂů 'ĂůůĞƌǇ ʹ ĞƌůŝŶ ʹ ůĞŵĂŶŚĂ X'Y)B): ʹ 'ĂůĞƌŝĂ sĞƌŵĞůŚŽ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ WƌŽũĞƚŽ ƵďŽ͕ ŝŶƚĞƌǀĞŶĕĆŽ ŵƵůƟŵŝĚŝĂ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ ƌƋƵŝƚĞƚƵƌĂ ĚĂ ;ZͿĞǆŝƐƚġŶĐŝĂ ʹ /ŶƐƟƚƵƚŽ ƵůƚƵƌĂů ĂƉŽďŝĂŶĐŽ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ ZĞƐĨĞƐƚ ϮϬϬϱ ʹ ^ĆŽ WĂƵůŽ ʹ ^W X'M%$$)7'CB'M$L"781+'ʹ EŽǀĂ zŽƌŬ

2004

$ Ͳ sD Dds ʹ WƌġŵŝŽ ĚŝƌĞĕĆŽ ĚĞ ĂƌƚĞ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ Ͳ &>hy sŝƌƚƵĂů 'ĂůůĞƌǇ ʹ EŽǀĂ zŽƌŬ X'M%$$)7'CB'M$L"781+ ʹ DġǆŝĐŽ X'G8,%'ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ ,ĞƚĞƌŽĚŽǆŝĂ ʹ DĞŵŽƌŝĂů ĚĂ ŵĠƌŝĐĂ >ĂƟŶĂ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ ZĞƐĨĞƐƚ ϮϬϬϰ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ Ϯϴ DŽƐƚƌĂ ĚŽ ƵĚŝŽǀŝƐƵĂů WĂƵůŝƐƚĂ ʹ ʹ ^ĆŽ WĂƵůŽ ʹ ^W͘ Ͳ sŝŐŝůŝĂ ƵůƚƵƌĂů Ϯ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ ŝŐŝƚŽĨĂŐŝĂ ʹ D/^ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ ^ĂůĆŽ &ƌĂŶŬĞůƐƚĞŝŶ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ &ĞƐƟǀĂů /ŶƚĞƌŶĂĐŝŽŶĂů ĚĞ ƵƌƚĂƐ ĚĞ , ʹ ĞůŽ ,ŽƌŝǌŽŶƚĞ ʹ D' Ͳ KůŚĂƌ WĂƵůŝƐƚĂ Ϯ ʹ /ŶƐƟƚƵƚŽ ĞƌǀĂŶƚĞƐ ʹ ^ĆŽ WĂƵůŽ ʹ ^W X'Z+")'#%'!34+ ʹ ^ĞƐĐ WĂƵůŝƐƚĂ ʹ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ '/ ͗ ^ĂůĆŽ ĚĞ ŵĂŝŽ ʹ ^ĂůǀĂĚŽƌ ʹ Ͳ s// ŝĞŶĂů ĚĞ ĞƐŝŐŶ 'ƌĄĮĐŽͬ ' ʹ WƌġŵŝŽ ʹ DĞŵŽƌŝĂů ĚĂ ŵĠƌŝĐĂ >ĂƟŶĂ Ͳ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ hŵĂ sŝĂŐĞŵ ĚĞ ϰϱϬ ĂŶŽƐ ʹ ^ĞƐĐ WŽŵƉĠŝĂ ʹ ^ĆŽ WĂƵůŽ ʹ ^W

2003 Ͳ D^d ŽƵ D^d ŽƵ D^d ͬ WƌĞƐƚĞƐ DĂŝĂ Ͳ ^ĆŽ WĂƵůŽ Ͳ^W͘ Ͳ ZĞƐĨĞƐƚ ϮϬϬϯ$Z$QH2$!(=62$Z$Q!A

Ͳ ŝƌĐƵŝƚŽ ƵůƚƵƌĂů sŝůĂ ƵĂƌƋƵĞ ϮϰŚ Z$QH2$!(=62$Z$Q!A Ͳ s/// ŝĞŶĂů ĚĞ ,ĂǀĂŶĂ$Z$O(@(7($Z$L=:( Ͳ DŽƐƚƌĂ ĚŽ ƵĚŝŽǀŝƐƵĂů WĂƵůŝƐƚĂ$Z$LL%%$Z$QH2$!(=62$Z$Q! Ͳ EĞǆƚ &ŝǀĞ DŝŶƵƚĞƐ ϱ Ͳ DşĚŝĂ dĄƟĐĂ ƌĂƐŝů Ͳ ĂƐĂƐ ĚĂƐ ZŽƐĂƐ ʹ ^W X'!34+'-$6)")'!$B;$8+ ʹ ^ĞƐĐ WŽŵƉĠŝĂ ʹ ^ĆŽ WĂƵůŽ ʹ ^W X' =$+K%1+' <)6+$)1J$8+ ʹ ƉĞƌĨŽŵĂŶĐĞƐ Ğ ŝŶƚĞƌǀĞŶĕƁĞƐ ŵƵůƟŵŝĚŝĂƐ ŝŶƟŶĞƌĂŶƚĞƐ Ͳ ^W

2002 X'O%#'@-,,'<82%'0B)>%7 Ͳ 'ĂůƉĆŽ ĚĂƐ ŵĠƌŝĐĂƐ Ͳ ^ĆŽ WĂƵůŽ ʹ ^W X'[9%$)'!6%$1)$Z$L(4($/(4$)24(4$Z$QH2$!(=62$Z$Q! Ͳ DĠǆŝĐŽ /ŵĂŐŝŶĄƌŝŽ Ͳ ĂƐĂ ĚĂƐ ZŽƐĂƐ Ͳ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ y ^ĂůĆŽ WĂƵůŝƐƚĂ ĚĞ ƌƚĞ ŽŶƚĞŵƉŽƌąŶĞĂ Ͳ 'ĂůĞƌŝĂ ĚŽ ZŽĐŬ Ͳ ^ĆŽ WĂƵůŽ Z$Q! Ͳ s/ ŝĞŶĂů ĚĞ ĞƐŝŐŶ 'ƌĄĮĐŽͬ ' Ͳ ^ĞƐĐ WŽŵƉĠŝĂ Ͳ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ /ŶƚĞƌǀĞŶĕĆŽ ƵƌďĂŶĂ ŵƵůƟŵŝĚŝĂ Ϯϰ ĚĞ DĂŝŽ$ Z$ Q049$ +W$ /0$ P(&2$ Z$ QH2$ WĂƵůŽ ʹ ^W X' =$+K%1+' <)6+$)1J$8+ ʹ ƉĞƌĨŽŵĂŶĐĞƐ Ğ ŝŶƚĞƌǀĞŶĕƁĞƐ ŵƵůƟŵŝĚŝĂƐ ŝŶƟŶĞƌĂŶƚĞƐ Ͳ ^W

2001 Ͳ /// ŝĞŶĂů ĚŽ DĞƌĐŽƐƵů Z$L&/(/0$/24$L273(&70.4$Z$!2.32$,60-.0$Z$)Q Ͳ D ĚĞ 'ŽŝĄƐ ʹ 'ŽŝąŶŝĂ Ͳ 'K X'O%),8#)#%'M$)"72%$7)'Ͳ ĂƐĂ ĚĂƐ ZŽƐĂƐ Ͳ ^ĆŽ WĂƵůŽ ʹ ^W Ͳ ĕĆŽ ƵƌďĂŶĂ ŶƟƉŽƉ͗ 'ĂůŝŶŚĂ Ͳ >ĂďŽƌĂƚſƌŝŽ Ͳ ^ĆŽ WĂƵůŽ ʹ ^W X' =$+K%1+' <)6+$)1J$8+ ʹ ƉĞƌĨŽŵĂŶĐĞƐ Ğ ŝŶƚĞƌǀĞŶĕƁĞƐ ŵƵůƟŵŝĚŝĂƐ ŝŶƟŶĞƌĂŶƚĞƐ Ͳ ^W

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ANEXO IV – TABELA DE INVESTIMENTOS EM MÍDIA: %&; " %&; dĂďĞůĂ ĐŽŵƉĂƌĂƟǀĂ ĚĞ ǀĂůŽƌĞƐ ĂďƐŽůƵƚŽƐ ĚĞ ŝŶǀĞƐƟŵĞŶƚŽƐ ĨĞŝƚŽƐ Ğŵ >?/&($ 72$ %.(4&6A$ #6($ 32>($ 52.$ :(40$ 2$ 60@(73(>0732$ /24$ .06(3I.&24$ /2$ /Ed ZD /K^ ĚĞ ĂĐŽƌĚŽ ĐŽŵ ŽƐ ĂĐƵŵƵůĂĚŽƐ ĞŶƚƌĞ Ž ŵġƐ ĚĞ ĚĞǌĞŵďƌŽ ĚŽ ƷůƟŵŽ ĂŶŽ Ğ Ž ƐĞŐƵŝŶƚĞ͘ ƐƚĞƐ ƌĞůĂƚſƌŝŽƐ ĚŽ /Ed ZD /K^ ƐĆŽ ŐĞƌĂĚŽƐ ĐŽŵ ďĂƐĞ ŶĂƐ ĞŵƉƌĞƐĂƐ <=0$ /&@=6-(>$ 40=$ 8(3=.(>0732$ 0>$ >?/&($ (7=(6>0730A$ ,4$ .0-&D04$ <=0$ 4H2$60@(/(4$0>$9274&/0.(1H2$4H2$(4$Y2.30F$Y2./0430F$L073.2ZT0430F$Q=6$ Ğ ^ƵĚĞƐƚĞ͘ Ă ƌĞŐŝĆŽ ^ƵĚĞƐƚĞ͕ ƐĞ ĚĞƐƚĂĐĂŵ ŽƐ ŶƷŵĞƌŽƐ ĚŽ ĞƐƚĂĚŽ ĚŽ ZŝŽ /0$\(70&.2F$/($".(7/0$QH2$!(=62$0$/2$d730.&2.$/0$QH2$!(=62A Ɛ ŵşĚŝĂƐ ƉĂƌƟĐŝƉĂŶƚĞƐ ƐĆŽ͗ ds ĂďĞƌƚĂ Ğ ĨĞĐŚĂĚĂ͕ ƌĄĚŝŽ͕ ũŽƌŶĂů͕ ƌĞǀŝƐƚĂ͕ 9&70>(F$-=&(4$0$6&43(4F$>?/&($0B30.&2.$M2=3/22.F$5(&706F$>2:&6&G.&2$=.:(72F$ ĚŝŐŝƚĂů ŽƵƚ ŽĨ ŚŽŵĞ Ğ ŵſǀĞůͿ Ğ /ŶƚĞƌŶĞƚ͘

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