{"id":11365,"date":"2018-04-23T10:59:25","date_gmt":"2018-04-23T10:59:25","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=11365\/"},"modified":"2023-01-24T18:16:48","modified_gmt":"2023-01-24T18:16:48","slug":"modelo-de-gerenciamento-por-categorias","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/modelo-de-gerenciamento-por-categorias\/","title":{"rendered":"Shopper marketing como novo modelo de gerenciamento por categorias"},"content":{"rendered":"<p><iframe title=\"TradeCast 40 - Category Management\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/8WzE30Z6z70?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>com Carlos Garc\u00eda, presidente da Category Management Argentina *<\/h3>\n<ul>\n<li><em>Edi\u00e7\u00e3o em espanhol!<\/em><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">De que forma os dois conceitos &#8211; gest\u00e3o por categorias e <em>shopper<\/em> marketing &#8211; devem ser trabalhados em conjunto para um melhor resultado da execu\u00e7\u00e3o no ponto de venda? Carlos Garc\u00eda, presidente da Category Management da Argentina, foi o convidado desta edi\u00e7\u00e3o para esclarecer todas as d\u00favidas sobre como alcan\u00e7ar o sucesso com o gerenciamento por categorias.\u00a0<\/span><\/p>\n<h2>Vantagens globais do gerenciamento por categorias<\/h2>\n<p>O gerenciamento por categorias \u00e9 o que permite a ind\u00fastrias e ao varejo a defini\u00e7\u00e3o de categorias como estrat\u00e9gia. O processo favorece a colabora\u00e7\u00e3o entre os diferentes segmentos, posiciona o shopper no centro do planejamento, profissionaliza o mercado e melhora os resultados como um todo.<\/p>\n<h2>Elementos de sucesso da gest\u00e3o por categorias e poss\u00edveis causas de fracasso<\/h2>\n<p>A gest\u00e3o por categorias requer um forte inpulso para redefinir os elementos-chave necess\u00e1rios para avan\u00e7ar em seus objetivos. Agregar valor \u00e0 compra, refor\u00e7ar o posicionamento e diferencia\u00e7\u00e3o da marca e melhorar a renntabilidade est\u00e3o entre as vantagens que essa metodologia pode proporcionar.<\/p>\n<h2>A gest\u00e3o por categorias hoje e os principais desafios das empresas<\/h2>\n<p>N\u00e3o h\u00e1 como discordar que as categorias devem ser definidas em fun\u00e7\u00e3o dos clientes. \u00c9 o <em>shopper<\/em> quem entende quais s\u00e3o os produtos que podem substituir ou complementar uma necessidade. As pequenas empresas, portanto, ainda t\u00eam dificuldade para implantar a metodologia do gerenciamento por categorias. Carlos explicou a vis\u00e3o dele sobre isso e quais as poss\u00edveis a\u00e7\u00f5es para reverter esse quadro.<\/p>\n<h2>o shopper marketing como novo modelo de gerenciamento por categorias<\/h2>\n<p>Desde a defini\u00e7\u00e3o das categorias at\u00e9 as iniciativas focadas no <em>shopper<\/em> para promover a marca no ponto de venda, conhecimentos de <em>shopper<\/em> marketing s\u00e3o fundamentais para facilitar e possibilitar a tomada de decis\u00e3o sobre a opera\u00e7\u00e3o. Assista \u00e0 transmiss\u00e3o completa e entenda como aplicar esse modelo na sua empresa.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>com Carlos Garc\u00eda, presidente da Category Management Argentina * Edi\u00e7\u00e3o em espanhol! De que forma os dois conceitos &#8211; gest\u00e3o por categorias e shopper marketing &#8211; devem ser trabalhados em [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":11379,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,417],"tags":[],"class_list":["post-11365","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-execucao-no-pdv","post_format-post-format-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Shopper marketing: novo modelo de gest\u00e3o de categorias | Clube do Trade<\/title>\n<meta name=\"description\" content=\"Conhe\u00e7a as principais vantagens de trabalhar shopper marketing e o gerenciamento de categorias em conjunto para atingir os melhores resultados!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/club.involves.com\/pt-br\/modelo-de-gerenciamento-por-categorias\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Shopper marketing: novo modelo de gest\u00e3o de categorias | Clube do Trade\" \/>\n<meta property=\"og:description\" content=\"Conhe\u00e7a as principais vantagens de trabalhar shopper marketing e o gerenciamento de categorias em conjunto para atingir os melhores resultados!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/club.involves.com\/pt-br\/modelo-de-gerenciamento-por-categorias\/\" \/>\n<meta property=\"og:site_name\" content=\"Involves Club\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-23T10:59:25+00:00\" \/>\n<meta property=\"article:modified_time\" 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