Indicações geográficas e ações de marketing: um estudo sobre o Vale dos Vinhedos (Rio Grande do Sul - BR) e Luján de Cuyo (Mendoza/AR)

Abstract

The thesis seeks to demonstrate the importance of marketing actions for Geographical Indications - GIs and the need for the actors involved to incorporate the idea of management aimed at creating value of products. Geographical Indications have been recognized in Europe since the eighteenth century, but in the mid-twentieth century they have gained prominence as an instrument of public policy in order to keep man on the field and protect European products. In Brazil, GIs are conceptualized as intellectual property institutes and are divided into Indication of Origin (IP) and Denomination of Origin (DO), already in Argentina they are divided into Geographical Indication and Denomination of Origin with standards very similar to those of European Union. However, the advent of GIs and throughout South America is considered to be very recent, even gaining increasing prominence over the years, with the increasing demands of the international consumer market. Currently, Brazil has 69 GI products, 50 IPs and 19 ODs, of which 8 are foreign. Also, with regard to Brazil, Vale dos Vinhedos had the first IG to be recognized in 2002 as IP and the first OD in 2012. The Geographical Indication Registry has the role of recognizing the GI and thus protecting it against misappropriation of the name of the territory and falsification of products; but it is not the only determining factor for the success of a GI given the fact that several GIs even after registration find it difficult to manage their business and manufacturers can not exploit the innumerable advantages of having products with such special characteristics and such as those anchored in the territory itself. Several studies on GIs consider wine a case in point, since the wine sector is a successful reference, which moves billions. In this sense, the Vale dos Vinhedos and Luján de Cuyo IGs can serve as an example for the other GIs, at least in the wine sector, regarding marketing actions, since Brazil and Argentina were the countries that stood out in reaffirming their presence among the world's largest agricultural producers and exporters being Vale dos Vinhedos and Lujan de Cujo are its most prominent regions.

Esta investigación parte de la indagación acerca de las acciones estratégicas de marketing y políticas públicas dirigidas al establecimiento del valor de los productos con sello Registro de Indicación Geográfica. Y tiene como objetivo principal investigar los Factores de Sostenibilidad y Valor de las Indicaciones Geográficas a partir del estudio multicaso entre la IG Vale dos Vinhedos en el Estado de Rio Grande do Sul / BR y la IG Lujan de Cuyo en la Provincia de Mendoza / AR. Se pretende también analizar el contexto vivenciado por las IGs en Brasil y Argentina en el sector vitivinícola, verificando la relación entre la Gestión de Marketing y las Políticas Públicas (presencia del Estado) a fin de alcanzar valorización, aumento de la reputación y del valor intrínseco a la identidad de dichos productos. Para ello, se analizarán los principales aspectos conceptuales pertinentes a las IG, examinando sus especies, histórico, entre otras informaciones, identificando las principales dificultades en relación a la obtención de retorno financiero resultante del valor agregado vía registro. La principal hipótesis es que las Políticas Públicas articuladas con la Gestión de Marketing son suficientes para agregar valor a los productos IGs, para hacer que las IGs autosustentadas en términos de rentabilidad, valor y diferenciación para los clientes frente a las innovaciones y productos estandardizados del mercado (Existen los factores que contribuyen a la sostenibilidad y agregan valor a los productos IG, proporcionando el aumento de su competitividad y el retorno de las inversiones para los productores rurales, a través del estudio multicaso de las IGs Vale dos Viñedos y Lujan de Cuyo).