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O papel do trade marketing numa campanha de lançamento no ponto de venda: plano de ação da marca ALSA
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| 1.18 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O presente relatório de estágio descreve as atividades desenvolvidas pela estagiária
no departamento de trade marketing da Dr. Oetker Portugal, mais concretamente na marca
Alsa, e teve como objetivo principal analisar o impacto das ferramentas de trade marketing na
decisão de compra dos consumidores em contexto de retalho, num ponto de venda físico.
Através da elaboração de um plano de trade marketing para orientar o lançamento das
novas gelatinas da marca Alsa, procurou-se analisar a importância do investimento em ações
de shopper marketing e identificação dos materiais que ajudam a maximizar a visibilidade da
marca durante a jornada de compra, e que contribuem para incentivar as compras por impulso
na categoria das sobremesas em pó.
De uma forma geral, os resultados revelaram que as ações de trade marketing,
nomeadamente as táticas de shopper marketing, foram determinantes para aumentar a
presença da marca e estimular a compra, reforçando a necessidade da marca continuar a
investir em ações de merchandising dentro dos pontos de venda de forma a melhorar o seu
posicionamento. Sublinhando a importância de se continuar a trabalhar permanentemente a
relação entre a marca e o retalhista e a adaptação dos materiais aos pontos de venda de
forma mais personalizada.
This internship report describes the activities carried out by the intern in the trade marketing department of Dr. Oetker Portugal, more specifically in the Alsa brand, and it mains objective was to analyse the impact of trade marketing tools on consumers' purchasing decisions in a retail context, at a physical point of sale. By drawing up a trade marketing plan to guide the launch of the new Alsa brand jellies, the aim was to analyse the importance of investing in shopper marketing actions and identifying the materials that help to maximise brand visibility during the purchasing journey, and which help to encourage impulse purchases in the powdered desserts category. Overall, the results showed that trade marketing actions, in particular shopper marketing tatics, were decisive in increasing the brand's presence and stimulating purchases, reinforcing the need for the brand to continue investing in merchandising actions at points of sale in order to improve its position. Underlining the importance of continuing to work on the relationship between the brand and the retailer and adapting the materials to the points of sale in a more personalised way.
This internship report describes the activities carried out by the intern in the trade marketing department of Dr. Oetker Portugal, more specifically in the Alsa brand, and it mains objective was to analyse the impact of trade marketing tools on consumers' purchasing decisions in a retail context, at a physical point of sale. By drawing up a trade marketing plan to guide the launch of the new Alsa brand jellies, the aim was to analyse the importance of investing in shopper marketing actions and identifying the materials that help to maximise brand visibility during the purchasing journey, and which help to encourage impulse purchases in the powdered desserts category. Overall, the results showed that trade marketing actions, in particular shopper marketing tatics, were decisive in increasing the brand's presence and stimulating purchases, reinforcing the need for the brand to continue investing in merchandising actions at points of sale in order to improve its position. Underlining the importance of continuing to work on the relationship between the brand and the retailer and adapting the materials to the points of sale in a more personalised way.
Description
Keywords
Trade marketing Shopper marketing Merchandising