Plano de Marketing - Suco Brasilis,

CENTRO UNIVERSO DE EDUCAÇÃO E DESENVOLVIMENTO

CHEINE MONTEIRO JEOVÁ SOUZA

Plano de Marketing daSuco !raili

VITÓRIA 2010

CHEINE MONTEIRO JEOVÁ SOUZA

Plano de Marketing da Suco !raili

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VITÓRIA 2010 2

SUM"RIO

SUM"RIO E#ECUTIVO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ % DE&INIÇÃO DO MERCADO E DA OPORTUNIDADE$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ ' PRODUTO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$( POSICIONAMENTO DE MERCADO E ANALISE COMPETITIVA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$( ESTRAT)*IA DE MAR+ETIN* DE COMERCIALI,AÇÃO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$PROPA*ANDA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ PROMOÇÃO DE VENDAS$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$EM!ALA*EM E MATERIAIS DE PONTO DE VENDA$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$DISTRI!UIÇÃO$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$. O!/ETIVOS E METAS$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$. CADEIA DE VALOR$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ .

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Su01rio E2ecuti3o No0e4 S(co" 5ra"ili"' 607 e r(%a na%(ral4 O noe %ran"i%e a bra"iliniae a" r(%a" re"ca" encon%raa" no #a+"' be coo core" or%e" e "a8e4

S506olo4 9r(%a" e caa "abor  Slogan4 :5eba Sa8e' 607 e r(%a na%(ral; Pro7ota de Valor < A linha e #ro(%o" o S(co" 5ra"ili" ir= "a%i"a3er a eana #or "(co" na%(rai" e n(%ri%i,o"4 O" "(co" %er.o 607 o "(o a r(%a' #ro#orcionano ao" con"(iore" ai" bene+cio" n(%ricionai" >(e a aioria o" #ro(%o" a%(alen%e no ercao4

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De8ini9:o do Mercado e da O7ortunidade 9ora ee%(aa" "i&niica%i,a" #e">(i"a" e an=li"e" e ercao' an%e" a #re#ara-.o e"%e #lano e ar$e%in&4 9ora a>(irio" oi" &rane" e"%(o" "obre a in8"%ria e bebia" na%(rai"4 O" iri&en%e" ,ia?ara #ara e"en,ol,er (a co#reen".o o ercao e ,are?o e a%acao e bebia" na%(rai"4 Al) i""o' %@ #ar%ici#ao e con,en-e" re&ionai" "obre #ro(%o" e alien%o" na%(rai" e e %oa" a" o"%ra" re&ionai"4 E al&(a" e"%a" o"%ra"' in"%alara ( balc.o o inora%i,o' eB#licano o" #ro(%o" e concei%o" a e#re"a' e #(era e%erinar >(e eBi"%e ( in%ere""e "i&niica%i,o #or #ar%e o" ,are?i"%a" e o" con"(iore" inai"4 /e acoro co a #e">(i"a con%ra%a #or no""a e#re"a' reali3aa #ela 9(%(ra' a" ,ena" e bebia" co al%o %eor na%(ral ".o e"%iaa" e 'D 7 o %o%al e ,ena" e bebia"' i""o en,ol,eno reri&eran%e"' "(co" co coran%e"' ch=" e ca)"4 O S(co" 5ra"ili" %e ob%io e n(ero"o" i"%rib(iore" e bebia" e"%ia%i,a" be (naen%aa" e >(e e""e ercao ir= cre"cer e ora "(b"%ancial' co o" con"(iore" "e con"cien%i3ano o" bene+cio" e #ro(%o" li&ao" ! "a8e e o" #o""+,ei" #eri&o" a" bebia" co coran%e"4 Se&(no e"%a e"a #e">(i"a' 7 o" a(l%o" co#ra bebia" na%(rai"' e D7 a" crian-a" "e #reoc(#a co %al' e"%e a#ena" 'D 7 o a3 re&(laren%e' en>(an%o o" a(l%o" a #orcen%a&e che&a a 11'D74 Mai" e D07 o" a(l%o" eB#re""a ( or%e in%ere""e e beber "(co" ai" n(%ri%i,o"' e e"%aria i"#o"%o" a #a&ar ( #re-o ai" ele,ao e #rol a "a8e4 F e "e e"#erar >(e o" #ai" >(e %e e""a" a%i%(e" >(eira %ab) >(e "e(" ilho" beba o" "(co" ai" na%(rai"4 G(ano ei%a a #e">(i"a eo&r=ica' ora "e#araa e cla""e" a #o#(la-.o #e">(i"aa' a "aber<

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Produto  A" linha" e #ro(%o" o S(co" 5ra"ili" ".o e r(%a" bra"ileira"' "eno (a linha e #ro(%o" #ara a r(%a 8nica e o(%ra linha #ara a i"%(ra e r(%a"4 Toa" co o al%o %eor e 607 e "(o e r(%a4 O #re-o "er= ele,ao' e,io ao "e( ierencial' 607 e "(o e r(%a4 1D7 a 167 acia o #re-o e ,are?o o" #ro(%o" o" #rinci#ai" abrican%e" e "(co"4

Poiciona0ento de Mercado e An1lie Co07etiti3a O S(co" 5ra"ili" #re%ene aborar o ercao #ela e"%ra%)&ia #on%o e ,ena" e alien%o" na%(rai"' cen%ro" e alien%o" na%(rai" a" &rane" ree" e "(#erercao"' re"%a(ran%e" e bare" e al%o #ar.o4 O" ercao"cha,e" >(e O S(co" 5ra"ili" ir= aborar' a%ra,)" e""e" #on%o" e ,ena"' ".o con"(iore" e bebia" na%(rai"4 9ocano' coo na #e">(i"a inico(' na" cla""e" A e 5' concen%rano na" a+lia" >(e #o""(e crian-a"4 O S(co" 5ra"ili" #re%ene #o"icionar "e(" #ro(%o" coo ar%i&o" "a(=,ei" e na%(rai"' li&eiraen%e ai" caro"' e,io ! "(a linha co#le%a e "e(" "er,i-o"4 E"%ia"e >(e i""o ir= colocar o" #re-o" o" S(co" 5ra"ili" 1D7 a 16 7 acia o #re-o e ,are?o o" #ro(%o" o" #rinci#ai" abrican%e" e "(co"4

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Etrat;gia de Marketing de Co0erciali
 A%ra,)" e i"%rib(iore" e alien%o"' !" lo?a" e alien%o" na%(rai" A%ra,)" e i"%rib(iore" e alien%o" na%(rai" e i"%rib(iore" e o(%ro" alien%o" e"#ec+ico" a "(#erercao" e o(%ro" &rane" ,are?i"%a" >(e a%(e no co)rcio e alien%o" na%(rai"4

Pro7aganda Ser.o e"en,ol,io" a%eriai" >(e #roo,a o car=%er "in&(lar e a >(aliae o" #ro(%o" o" S(co" 5ra"ili"4 O" S(co" 5ra"ili" e"#era >(e a aior #ar%e a "(a #ro#a&ana %oe a ora e an8ncio" i#re""o" e #(blica-e" e"#eciali3aa"' al) e (a #ro#a&ana e a""a na %ele,i".o e ?ornai"' e ca#anha" ,irai" na in%erne%' ocano na" "in&(lariae" o" #ro(%o"' o( "e?a' "(co" co 607 #ol#a a r(%a4

Pro0o9:o de Venda Ser.o e"en,ol,io" #ro&raa" e incen%i,o' >(e ir.o a%rair e an%er a a%en-.o %an%o o co)rcio coo o con"(ior4

E06alage0 e Materiai de Ponto de Venda Ser.o e"en,ol,ia" ebala&en" >(e #roo,a a en"a&e e "a8e e e >(aliae "(#erior4 Ser.o concebia" #ara e(car o con"(ior a re"#ei%o o concei%o a#lo' #ara chaar a%en-.o ele #ara o #on%o e Vena" e #ara einir claraen%e o" #ro(%o" e"#ec+ico" a linha S(co" 5ra"ili"4 Ser.o criao"' e"enhao" e #ro(3io" a%eriai" #ara ("o e #on%o" e ,are?o' incl("i,e inora-e" e #ra%eleira' car%a3e" e eB#o"i%ore"4 Al) i""o' a e#re"a #lane?a oerecer li%era%(ra a re"#ei%o o" #ro(%o" e a abora&e a#la ! "a8e a" crian-a"4

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Ditri6ui9:o  A" lo?a" e "(#rien%o" na%(rai"' coo#era%i,a" e caeia" e alien%o" na%(rai" "er.o aba"%ecia" a%ra,)" e i"%rib(iore" %raicionai" e alien%o" na%(rai"4  A" "e-e" e alien%o" na%(rai" e "(#erercao" ".o "(#ria" a e"a ora o( #or in%erei=rio" >(e ne&ocia co alien%o" e"#eciai"' alien%o" ino" o( alien%o" na%(rai"4

O6=eti3o e Meta Ob?e%i,o" ".o< Ser reer@ncia no "e%or e bebia" na%(rai" 14 9ornecer o elhor "(co o ercao 24 A(en%ar a con"cien%i3a-.o o" con"(iore" "obre o ne&cio e D07 no" "ei" #rieiro" e"e"4  A" e%a" ".o< 14 24 4 L4

Ele,ar e 1D7 a )ia e con"(iore" e bebia" na%(rai"4 Con>(i"%ar LD7 o ercao e con"(iore" e "(co" na%(rai"4 Ob%er L07 o a%(raen%o #ro?e%ao #ara o #rieiro "ee"%re A(en%ar a con"cien%i3a-.o o" con"(iore" "obre o ne&cio e D07 no" "ei" #rieiro" e"e"4

Cadeia de Valor  Toa a caeia e ,alor a e#re"a e"%= ocaa na ierencia-.o' con%ano co #roi""ionai" %reinao" e ca#aci%ao" #ara a%ener o" orneceore" e clien%e"' al) a i,(l&a-.o o #ro(%o4 A e#re"a con%a co a" elhore" a%)ria" #ria" #ara abricar o" "(co"' con%ano co (a lo&+"%ica eicien%e #ara a en%re&a a "e(" i"%rib(iore"' e (a #",ena e"#eciali3aa4

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