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

Authors

  • André Petris Gollner

Keywords:

Merchandising, Promotional Actions, Image

Abstract

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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How to Cite

Gollner, A. P. (2011). Merchandising: characterization of promotion in point-of-sale of a Vale do Paraí­ba/SP regional distributor. Latin American Journal of Business Management, 2(1). Retrieved from https://lajbm.com.br/index.php/journal/article/view/24

Issue

Vol. 2 No. 1 (2011)

Section

Reviews

License

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