In-company project: Developing a model that optimizes the number of flyers produced and measure its efficiency

• Autor(a) principal: Monteiro, Inês
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24783
• topic: Merchandising; Flyers; Ponto de venda -- Selling point; Campaign; Sales performance; Folhetos; Campanha

Flyers are essential for EDP’s business and customers. In the presential distribution channels, the customers find the flyers very useful because everything about the campaign or product is explained in detail, the client and the seller can write notes there, and it is possible to take it home if they need time to think about the purchase decision. This project emerges from the company’s need to optimize its resources in order to reduce costs and, especially, to fight the waste made by the overproduction of flyers. The objective of the project is to create a mechanism, based on the characteristics of the different distribution channels (Stores and Agents), that allows to optimize the number of flyers produced and distributed for each point of sale, by campaign. The mechanism created is referred to as the Merchandising Model. The merchandising model was implemented in one campaign that took place from February to April 2021. Its results are compared with the results from a previous campaign where the merchandising model was not applied. The main conclusion from this project is that the merchandising model allowed EDP to reduce the production of flyers, which translates into a reduction of costs and waste produced, while having a positive impact on the sales volume.