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Abstract(s)
Este relatório de estágio foi realizado no âmbito do trabalho final de Mestrado em Marketing, na modalidade de estágio. Teve como objetivo analisar as causas e apresentar possíveis soluções para o problema da diminuição de vendas das sopas desidratadas da marca Knorr no canal grossista. Para estudar melhor este problema, foi utilizado o método investigação-ação durante o estágio de seis meses (de setembro de 2012 a fevereiro de 2013) que foi realizado no departamento de marketing Foods, divisão Savoury, na equipa da marca Knorr, na empresa Unilever Jerónimo Martins, Lda (ULJM). Através de vários estudos de mercado realizados pela equipa de marketing Knorr, visitas ao mercado grossista e análise de informação disponibilizada pela empresa ULJM, constatou-se que o canal grossista tem vindo a contrair-se ao longo dos últimos anos, registando um forte agravamento em 2012, que afetou significativamente a performance da marca Knorr nas sopas desidratadas. Esta contração deve-se à crise económica instalada em Portugal, que tem vindo a influenciar o desempenho das vendas dos pequenos comerciantes, conduzindo muitos deles à insolvência, reduzindo assim o portefólio de clientes no canal grossista. Por outro lado, os hábitos de consumo das pessoas têm vindo a mudar por falta de rendimento e de poder de compra, o que contribui para a escassez das vendas dos pequenos retalhistas. Com base nestas informações, foi elaborado um plano de ações para 2013, com o objetivo de inverter a quebra de vendas das sopas desidratadas Knorr no canal grossista. Sugere-se à equipa de marketing Knorr, um conjunto de campanhas promocionais a realizar no canal grossista com as sopas desidratadas Knorr, sendo também proposto um projeto de apoio junto dos pequenos retalhistas, ao nível da comunicação, de forma a incentivar a venda de sopas desidratadas nesses estabelecimentos, para que esta se reflita num aumento de vendas no canal grossista.
This report was written as a thesis in fulfillment of the final requirements of the Masters in Marketing degree, in the modality of internship. Its aim was to analyze the causes and present possible solutions to the problem of decreasing sales of Knorr dry soups in the wholesale distribution channel. To study this problem, it was used the action research method during the six months of internship, which was held in the department of marketing Foods, Savoury division, in Knorr marketing team at Unilever Jerónimo Martins, Lda. Through multiple market researches, carried out by the Knorr marketing team, visits done in wholesale clients and analysis of information provided by the company ULJM, it was possible to discover that the wholesale channel has been contracting over the last years with a sharp increase in 2012. This situation significantly affected the performance of Knorr dry soups. This decrease is due to the economic crisis installed in Portugal, which has influenced the sales performance of small traders, leading many into insolvency, thereby reducing the portfolio of clients in the wholesale channel. Moreover, the consumption habits of people have been changing due to lack of income and purchasing power, which contributed to the lack of sales of small retailers. Based on this information, an action plan was designed for 2013, aiming to reverse the fall down in sales of dehydrated Knorr soups in the wholesale distribution channel. It was suggested a series of promotional campaigns to be carried out in the wholesale channel with dehydrated Knorr soups and also proposed a follow-up among small retailers, in order to support them in terms of communication. This plan will encourage them to sell dehydrated Knorr soups in their establishments, so this can be reflected as increasing sales in the wholesaler channel.
This report was written as a thesis in fulfillment of the final requirements of the Masters in Marketing degree, in the modality of internship. Its aim was to analyze the causes and present possible solutions to the problem of decreasing sales of Knorr dry soups in the wholesale distribution channel. To study this problem, it was used the action research method during the six months of internship, which was held in the department of marketing Foods, Savoury division, in Knorr marketing team at Unilever Jerónimo Martins, Lda. Through multiple market researches, carried out by the Knorr marketing team, visits done in wholesale clients and analysis of information provided by the company ULJM, it was possible to discover that the wholesale channel has been contracting over the last years with a sharp increase in 2012. This situation significantly affected the performance of Knorr dry soups. This decrease is due to the economic crisis installed in Portugal, which has influenced the sales performance of small traders, leading many into insolvency, thereby reducing the portfolio of clients in the wholesale channel. Moreover, the consumption habits of people have been changing due to lack of income and purchasing power, which contributed to the lack of sales of small retailers. Based on this information, an action plan was designed for 2013, aiming to reverse the fall down in sales of dehydrated Knorr soups in the wholesale distribution channel. It was suggested a series of promotional campaigns to be carried out in the wholesale channel with dehydrated Knorr soups and also proposed a follow-up among small retailers, in order to support them in terms of communication. This plan will encourage them to sell dehydrated Knorr soups in their establishments, so this can be reflected as increasing sales in the wholesaler channel.
Description
Keywords
Knorr Diminuição de vendas Sopas desidratadas Canal grossista Crise económica Ações promocionais Sales decreasing Knorr dry soups Wholesale channel Economic crisis Promotional campaigns