Estudo de caso de promoção de vendas e ações de merchandising em um supermercado de médio porte na cidade de Fortaleza

Abstract

Merchandising and sales promotion are no longer punctual actions, but part of a marketing strategic of industry and supermarkets. Therefore, both of companies work with this type of action in synergy to increase the underlying sales growth, however, in some supermarkets brands, the level of synergy is greater than in others. By understanding this context, the goal of this monograph is to analyze which are the quantitative results of sales promotion and merchandising actions, in the innovation of a premium ketchup, that can get in 9 supermarkets spread around many neighborhoods of Fortaleza city. The methodology is an exploratory case study, with the information extracted of management reports and descriptive analyzes from the data base collected. With merchandising and sales promotion actions in the supermarket chain, sales grew up 75 % compared to the month without any action, besides this result, we can notice an upward trend in underlying sales. Even with a very strong growth, there were different behaviors actions taken, we can notice several opportunities for improvement in this type of action, because of that, it is necessary to adapt the action to each supermarket scenario.