Creation of an integrated tasting plan in hypermarkets

• Autor(a) principal: Oliveira, Marisa Figueiredo de
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/4949
• topic: Tasting actions; Retailing; Promotion; Merchandising; Shopper trends

Retailer ABC is a Portuguese food retailer owner of several hypermarket and supermarket stores across the country that decided to take advantage of the natural curiosity of consumers, through tasting actions in their hypermarkets. So, in 2010, Retailer ABC worked on the development of a tasting actions plan to be applied in their hypermarket stores with the main objective to increase sales and to promote their products. After a year and a half of implementation, it became clear that the tasting actions were not having the expected return. So, it became urgent to do an entire analysis of the tasting action plan to detect the failures, identify opportunities and develop a new integrated tasting plan that increases sales and promotes the retailer products, at the same time that creates dynamism and animation in the point of purchase.