{"id":13011,"date":"2018-07-20T11:31:39","date_gmt":"2018-07-20T11:31:39","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=13011"},"modified":"2023-01-24T14:59:16","modified_gmt":"2023-01-24T14:59:16","slug":"terceirizacao-merchandising","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/terceirizacao-merchandising\/","title":{"rendered":"Case Condor: terceiriza\u00e7\u00e3o do merchandising"},"content":{"rendered":"<p><iframe title=\"Case Condor: os resultados da terceiriza\u00e7\u00e3o da equipe de merchandising\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/VeT02zzgCk4?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<h2><\/h2>\n<h2>com Denis Zellner, da Condor, e Carol Rocha, da ag\u00eancia Caf\u00e9<\/h2>\n<p>N\u00e3o h\u00e1 um formato ideal para garantir o sucesso de uma opera\u00e7\u00e3o de trade marketing. Para a Condor, por\u00e9m, a terceiriza\u00e7\u00e3o da equipe de <strong>merchandising<\/strong> rende excelentes resultados. A maior f\u00e1brica de escovas da Am\u00e9rica Latina, que tem 89 anos de mercado, optou por esse modelo com a ag\u00eancia Caf\u00e9, parceira da empresa h\u00e1 14 anos.<\/p>\n<h2>PARCERIA DE SUCESSO ENTRE AG\u00caNCIA E IND\u00daSTRIA<\/h2>\n<p>A Condor j\u00e1 trabalhava anteriormente com a Caf\u00e9, com parte da equipe internalizada e parte terceirizada. Depois de optar por 100% da terceiriza\u00e7\u00e3o, a gest\u00e3o da equipe tamb\u00e9m passou por esse processo. O coordenador de trade marketing e merchandising da Condor, Denis Zellner, afirmou durante a transmiss\u00e3o que &#8220;a Caf\u00e9 acaba sendo uma extens\u00e3o da Condor&#8221;. <span style=\"font-weight: 400;\">Conte com a Involves como parceiro de neg\u00f3cio para a sua ag\u00eancia crescer, conquistar mais clientes e ret\u00ea-los por mais tempo, conhe\u00e7a o\u00a0<a href=\"https:\/\/involves.com\/programa-de-parceria\/?__hstc=129767123.3d3959f4610e3a2f4e5e348e495ae72e.1666965854585.1670349766778.1670351636338.13&amp;__hssc=129767123.5.1670351636338&amp;__hsfp=3844087862\">Programa de Parceria Involves<\/a>.<\/span><\/p>\n<h2>PRINCIPAIS DESAFIOS DA TERCEIRIZA\u00c7\u00c3O NO TRADE MARKETING<\/h2>\n<p>Um dos principais desafios diante da terceiriza\u00e7\u00e3o \u00e9 a confian\u00e7a entre ind\u00fastria e ag\u00eancia. No caso da Condor, a Caf\u00e9 se envolve em todo o planejamento estrat\u00e9gico e oferece suporte para a opera\u00e7\u00e3o com uma estrutura de <em>back-office<\/em>\u00a0pronta para contornar qualquer problema. O alinhamento e a comunica\u00e7\u00e3o precisam ser \u00e1geis.<\/p>\n<h2>PLANEJAMENTO E REVIS\u00c3O DE INDICADORES<\/h2>\n<p>Toda a equipe de campo passou a entender o valor do trabalho a ser executado. As coletas di\u00e1rias e constantes com uma ferramenta de apoio permitiu a redu\u00e7\u00e3o de ruptura e o acompanhamento de KPIs, indo muito al\u00e9m da simples reposi\u00e7\u00e3o de mercadorias. &#8220;A empresa saiu da in\u00e9rcia e passou a fazer a diferen\u00e7a&#8221;, pontuou Denis.<\/p>\n<h2>TERCEIRIZA\u00c7\u00c3O COMBINADA \u00c0 TECNOLOGIA<\/h2>\n<p>Junto \u00e0 escolha pela terceiriza\u00e7\u00e3o, a Condor percebeu a necessidade de uma tecnologia para apoio da opera\u00e7\u00e3o. O <a href=\"https:\/\/agilepromoter.com\">Agile Promoter<\/a> que, no final de 2019 passou a se chamar<strong> Involves Stage<\/strong>, passou a ser utilizado pela equipe, com implanta\u00e7\u00e3o dividida por regionais para que, gradativamente, toda a execu\u00e7\u00e3o estivesse padronizada. A solu\u00e7\u00e3o foi essencial para redu\u00e7\u00e3o de custos, diminui\u00e7\u00e3o do turnover e efici\u00eancia dos treinamentos. Confira a transmiss\u00e3o completa para entender os detalhes desse processo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A terceiriza\u00e7\u00e3o da equipe de merchandising na Condor, maior f\u00e1brica de escovas da Am\u00e9rica Latina, \u00e9 o segredo do sucesso em trade marketing. Confira!<\/p>\n","protected":false},"author":4,"featured_media":13034,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[417,347],"tags":[],"class_list":["post-13011","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-execucao-no-pdv","category-involves","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>Case Condor: terceiriza\u00e7\u00e3o do merchandising - Involves Club<\/title>\n<meta name=\"description\" content=\"A terceiriza\u00e7\u00e3o da equipe de merchandising na Condor, maior f\u00e1brica de escovas da Am\u00e9rica Latina, foi o segredo do sucesso em trade marketing. 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