Estratégia mercadológica de produtos : um estudo aplicado ao setor de bares e lanchonetes

AUTOR(ES)

Hermano Francisco Mota Júnior

FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

2011

RESUMO

This dissertation aimed to develop a marketing strategy for the products of a soft drink¿s manufacturer and distributor with its clients through a wide survey that would allow getting to know customer profiles in each retailer, due to its location, region of influence, internal infrastructure, meal options and services offered to consumers. This way made it possible to establish a proposal for strategic supply and related services for retailers, offering the right products at the right price for the right customer with a fair price, increasing sales of items that customers already buy and identifying opportunities to increase the product mix offered for each customer, among more than 150 different SKU´s available. In the first step, interviews with managers responsible for sales and marketing were made focused in the market segment called Bars, used as a pilot project. Interviews were made to check market, competitor´s positioning and pricing policies, ending in the construction of a questionnaire survey. The second step covered a quantitative research applied in a large sample of customers of this segment, identifying, with the assistance of statistical software, patterns among groups of customers, choosing clusters that may have marketing strategies adapted to their consumption profile. Finally, a proposal for market the main products for one of this cluster were made, based on the research and step for implementation. The methodology consisted in an exploratory research using a quantitative approach applied to retailer´s shareholders, owners and managers. Some informal observations were made in order to complement results during the research. The proposal achieved the goals initially proposed and, if applied and expanded, will bring a positive impact and increased market share for the company.

ASSUNTO(S)

market segmentation estratégia competitiva comercialização marketing research marketing product strategy comportamento do consumidor restaurantes cluster industrial mercado

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