Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor

Detalhes bibliográficos
Autor(a) principal: Zulietti, Luis Fernando
Data de Publicação: 2011
Tipo de documento: Artigo
Idioma: por
Título da fonte: Latin American Journal of Business Management
Texto Completo: https://www.lajbm.com.br/index.php/journal/article/view/22
Resumo: The present work is to analyze the techniques of merchandising at point of sale and its importance to the company Univale in developing its promotional point of sale. The techniques of merchandising at point of sale are increasingly frequent and innovative, helping to position the brand at point of sale, through effective planning targeted customers. The promotions at point of sale serve to reinforce the brand image and boost sales. Through an exploratory descriptive qualitative research, using the case study, were analyzed Univale  promotional activities at point of sale to position the brand image and the products it represents. It was found that the actions taken by the company studied include wide possibilities of the use of merchandising tools, consistent with the marketing strategies for the retail segment.
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spelling Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributorMerchandising: caracterização das acões promocionais no ponto-de-venda de uma distribuidora regional do Vale do Paraí­ba/SPMerchandisingPromotional ActionsImageMerchandisingAções PromocionaisImagemThe present work is to analyze the techniques of merchandising at point of sale and its importance to the company Univale in developing its promotional point of sale. The techniques of merchandising at point of sale are increasingly frequent and innovative, helping to position the brand at point of sale, through effective planning targeted customers. The promotions at point of sale serve to reinforce the brand image and boost sales. Through an exploratory descriptive qualitative research, using the case study, were analyzed Univale  promotional activities at point of sale to position the brand image and the products it represents. It was found that the actions taken by the company studied include wide possibilities of the use of merchandising tools, consistent with the marketing strategies for the retail segment.O presente trabalho consiste em analisar as técnicas de merchandising no ponto-de-venda e sua importância para a empresa Univale no desenvolvimento de suas ações promocionais no ponto-de-venda. As técnicas de merchandising no ponto-de-venda estão cada vez mais freqüentes e inovadoras, contribuindo para posicionar a marca no ponto-de-venda, por meio de um planejamento eficaz direcionado aos clientes. As ações promocionais no ponto-de-venda servem para reforçar a imagem da marca e impulsionar as vendas. Por meio de uma pesquisa exploratório-descritiva qualitativa, caracterizada como estudo de caso, foram analisada as ações promocionais da Univale no ponto-de-venda para posicionar a imagem da marca e dos produtos que representa. Verificou-se que as ações realizadas pela empresa estudada contemplam ampla gama de possibilidades do uso da ferramenta merchandising, de maneira condizente com as estratégias de marketing para o segmento de varejo.Latin American Journal of Business ManagementLatin American Journal of Business ManagementLatin American Journal of Business Management2011-07-17info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfhttps://www.lajbm.com.br/index.php/journal/article/view/22Latin American Journal of Business Management; Vol. 2 No. 1 (2011)Latin American Journal of Business Management; Vol. 2 Núm. 1 (2011)Latin American Journal of Business Management; v. 2 n. 1 (2011)2178-4833reponame:Latin American Journal of Business Managementinstname:Universidade de Taubaté (UNITAU)instacron:UNITAUporhttps://www.lajbm.com.br/index.php/journal/article/view/22/24Zulietti, Luis Fernandoinfo:eu-repo/semantics/openAccess2011-07-17T23:43:03Zoai:ojs2.lajbm.com.br:article/22Revistahttps://www.lajbm.com.br/index.php/journal/indexhttp://www.lajbm.net/index.php/journal/oaimarcela.moraes@unitau.com.br||editor@lajbm.net2178-48332178-4833opendoar:2011-07-17T23:43:03Latin American Journal of Business Management - Universidade de Taubaté (UNITAU)false
dc.title.none.fl_str_mv Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor
Merchandising: caracterização das acões promocionais no ponto-de-venda de uma distribuidora regional do Vale do Paraí­ba/SP
title Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor
spellingShingle Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor
Zulietti, Luis Fernando
Merchandising
Promotional Actions
Image
Merchandising
Ações Promocionais
Imagem
title_short Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor
title_full Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor
title_fullStr Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor
title_full_unstemmed Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor
title_sort Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor
author Zulietti, Luis Fernando
author_facet Zulietti, Luis Fernando
author_role author
dc.contributor.author.fl_str_mv Zulietti, Luis Fernando
dc.subject.por.fl_str_mv Merchandising
Promotional Actions
Image
Merchandising
Ações Promocionais
Imagem
topic Merchandising
Promotional Actions
Image
Merchandising
Ações Promocionais
Imagem
description The present work is to analyze the techniques of merchandising at point of sale and its importance to the company Univale in developing its promotional point of sale. The techniques of merchandising at point of sale are increasingly frequent and innovative, helping to position the brand at point of sale, through effective planning targeted customers. The promotions at point of sale serve to reinforce the brand image and boost sales. Through an exploratory descriptive qualitative research, using the case study, were analyzed Univale  promotional activities at point of sale to position the brand image and the products it represents. It was found that the actions taken by the company studied include wide possibilities of the use of merchandising tools, consistent with the marketing strategies for the retail segment.
publishDate 2011
dc.date.none.fl_str_mv 2011-07-17
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.lajbm.com.br/index.php/journal/article/view/22
url https://www.lajbm.com.br/index.php/journal/article/view/22
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.lajbm.com.br/index.php/journal/article/view/22/24
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Latin American Journal of Business Management
Latin American Journal of Business Management
Latin American Journal of Business Management
publisher.none.fl_str_mv Latin American Journal of Business Management
Latin American Journal of Business Management
Latin American Journal of Business Management
dc.source.none.fl_str_mv Latin American Journal of Business Management; Vol. 2 No. 1 (2011)
Latin American Journal of Business Management; Vol. 2 Núm. 1 (2011)
Latin American Journal of Business Management; v. 2 n. 1 (2011)
2178-4833
reponame:Latin American Journal of Business Management
instname:Universidade de Taubaté (UNITAU)
instacron:UNITAU
instname_str Universidade de Taubaté (UNITAU)
instacron_str UNITAU
institution UNITAU
reponame_str Latin American Journal of Business Management
collection Latin American Journal of Business Management
repository.name.fl_str_mv Latin American Journal of Business Management - Universidade de Taubaté (UNITAU)
repository.mail.fl_str_mv marcela.moraes@unitau.com.br||editor@lajbm.net
_version_ 1800221336389287936

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