Merchandising: characterization of promotion in point-of-sale of a Vale do Paraíba/SP regional distributor
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...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2011 |
| País: | Brasil |
| Institución: | Universidade de Taubaté (UNITAU) |
| Repositorio: | Latin American Journal of Business Management |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs2.lajbm.com.br:article/24 |
| Acceso en línea: | https://www.lajbm.com.br/index.php/journal/article/view/24 |
| Access Level: | acceso abierto |
| Palabra clave: | Merchandising Promotional Actions Image |
| Sumario: | 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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