{"id":12353,"date":"2018-06-01T13:12:04","date_gmt":"2018-06-01T13:12:04","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=12353"},"modified":"2023-01-24T15:04:49","modified_gmt":"2023-01-24T15:04:49","slug":"trade-marketing-e-merchandising-entenda-as-principais-diferencas","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/trade-marketing-e-merchandising-entenda-as-principais-diferencas\/","title":{"rendered":"Trade marketing e merchandising: entenda as principais diferen\u00e7as"},"content":{"rendered":"<p><iframe title=\"As principais diferen\u00e7as entre Trade Marketing e Merchandising.\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/I0M2aCUw8hI?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<p>&nbsp;<\/p>\n<h2>com Gl\u00e1ucia Ragassi, Tirol<\/h2>\n<p>Nesta edi\u00e7\u00e3o do TradeCast, Gl\u00e1ucia Ragassi, na \u00e9poca gerente nacional de trade marketing da Tirol, explica as principais diferen\u00e7as entre trade marketing e <em>merchandising<\/em>. Ela, que atuou em grandes nomes da ind\u00fastria, como Coca-Cola, Marilan e Unilever,\u00a0 esclarece que o <em>merchandising<\/em> \u00e9 uma ferramenta do trade. Um sem o outro n\u00e3o acontece, e \u00e9 por isso que o desenvolvimento claro de estrat\u00e9gias \u00e9 indispens\u00e1vel para o sucesso da marca no ponto de venda.<\/p>\n<h2>O QUE UMA BOA ESTRAT\u00c9GIA DE TRADE MARKETING DEVE CONTER?<\/h2>\n<p>Embora n\u00e3o seja uma regra geral, existem quatro pilares essenciais que servem de guia durante o planejamento de trade marketing. S\u00e3o eles: segmenta\u00e7\u00e3o dos canais de venda, identifica\u00e7\u00e3o do mix de produtos por canal, identifica\u00e7\u00e3o dos concorrentes diretos e indiretos, e an\u00e1lise de mercado.<\/p>\n<h2>A IMPORT\u00c2NCIA DO TREINAMENTO DE PROMOTORES<\/h2>\n<p>Um ponto importante abordado na transmiss\u00e3o foi a cria\u00e7\u00e3o de guias de a\u00e7\u00e3o para a equipe de campo. Contar com o trabalho de um promotor de vendas vai muito al\u00e9m de simplesmente colocar o profissional no PDV. Para obter resultados positivos, \u00e9 necess\u00e1rio tra\u00e7ar estrat\u00e9gias e desenvolver um planejamento. Segundo Gl\u00e1ucia, o sucesso de uma equipe na rua est\u00e1 na estrat\u00e9gia de trade marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Descubra quais s\u00e3o as principais diferen\u00e7as entre trade marketing e merchandising em mais um TradeCast preparado pelo Clube do Trade. A convidada da vez \u00e9 Gl\u00e1ucia Ragassi, da Tirol Alimentos.<\/p>\n","protected":false},"author":4,"featured_media":12354,"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-12353","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>Trade marketing e merchandising: principais diferen\u00e7as | Clube do Trade<\/title>\n<meta name=\"description\" content=\"Em d\u00favida sobre as diferen\u00e7as entre trade marketing e merchandising? Confira o TradeCast com a Glaucia Ragassi, Gerente Nacional de Trade Marketing da Tirol\" \/>\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\/trade-marketing-e-merchandising-entenda-as-principais-diferencas\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trade marketing e merchandising: principais diferen\u00e7as | Clube do Trade\" \/>\n<meta property=\"og:description\" content=\"Em d\u00favida sobre as diferen\u00e7as entre trade marketing e merchandising? 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