Comunicação e estratégia de marketing para a Homeopatia veterinária: estudo de caso do laboratório Arenales

This article analyzes the communication and marketing strategies developed for Laboratório Arenales, a leading producer of homeopathic veterinary medicines in Brazil. Based on an experimental project conducted by Agência Grafite de Comunicação, the paper discusses segmented communication practices, market research with consumers and intermediaries, and strategic planning proposals. The study highlights the importance of integrated communication for strengthening the institutional image, consolidating veterinary homeopathy in the market, and expanding the brand. It concludes that Arenales, despite its advances and pioneering work, still faces challenges related to the dissemination of homeopathy and competition from allopathic medicines.