{"id":1650,"date":"2016-11-28T18:01:43","date_gmt":"2016-11-28T18:01:43","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=1650"},"modified":"2023-10-25T07:18:24","modified_gmt":"2023-10-25T07:18:24","slug":"trade-marketing-black-friday","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/trade-marketing-black-friday\/","title":{"rendered":"Uma vis\u00e3o do trade marketing sobre o Black Friday"},"content":{"rendered":"<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">A <strong>Black Friday<\/strong> n\u00e3o \u00e9 novidade para o p\u00fablico. A sexta-feira m\u00e1gica para as vendas virou at\u00e9 alvo de fraudes, mas o consumidor est\u00e1 mais atento. Ele pesquisa valores, faz compara\u00e7\u00f5es de um mesmo produto em lojas diferentes e entende o que vale e o que n\u00e3o vale.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">E voc\u00ea, prepara-se para essa oportunidade? Mais do que nunca, \u00e9 preciso ter estrat\u00e9gia.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Do lado dos varejistas, a pr\u00e1tica n\u00e3o se difundiu apenas nas lojas f\u00edsicas. Ali\u00e1s, voc\u00ea sabia que a primeira vez em que o evento aconteceu no Brasil os descontos foram praticados apenas no ambiente online? Isso foi em 2010. De l\u00e1 para c\u00e1, tornou-se comum a pr\u00e1tica on e offline.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Mais um pouco de hist\u00f3ria: voc\u00ea sabia que o nome Black Friday faz refer\u00eancia \u00e0 crise do ouro nos Estados Unidos?<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">O termo foi usado pela primeira vez em 1869. Dois especuladores, Jay Gould e James Fisk, tentaram tomar o mercado do ouro na Bolsa de Nova York. O governo precisou intervir e elevou a oferta da mat\u00e9ria-prima ao mercado. Os pre\u00e7os ca\u00edram e investidores perderam fortunas.<\/span><\/p>\n<p style=\"font-size: 15px;\">Mas, o que de fato isso representa para o trade marketing das empresas?<\/p>\n<h2 class=\"bold_text\" style=\"color: #0a2d3f; margin-top: 50px !important;\">RELEV\u00c2NCIA PARA VAREJO E IND\u00daSTRIAS<\/h2>\n<p style=\"font-size: 15px;\">Uma das principais caracter\u00edsticas do perfil de um profissional de sucesso em trade marketing \u00e9 a pr\u00f3-atividade.<\/p>\n<p style=\"font-size: 15px;\">O modelo norte-americano j\u00e1 foi incorporado pelo mercado brasileiro. Para a equipe de trade marketing da Sony PlayStation, \u00e9 a principal data do ano. Leonardo Zuppiroli, head de trade marketing da Sony PlayStation, destaca que o movimento \u00e9 liderado pelo varejo e que as ind\u00fastrias precisam acompanhar e suportar esse per\u00edodo, tanto que j\u00e1 entrou at\u00e9 no calend\u00e1rio promocional da empresa.<\/p>\n<blockquote><p>&#8220;O varejo tenta, sempre que poss\u00edvel, equalizar as ofertas online e offline. O Trade precisa ter uma execu\u00e7\u00e3o muito forte no retail f\u00edsico, mas sempre monitorando as a\u00e7\u00f5es online para n\u00e3o perder competitividade em pre\u00e7o.&#8221; Leonardo Zuppiroli &#8211; Gerente de Trade Marketing na Sony PlayStation Brasil<\/p><\/blockquote>\n<p style=\"font-size: 15px;\">O foco deste ano foi a venda do Bundle PlayStation 4 do modelo novo (Slim) com o Uncharted 4, e tamb\u00e9m na promo\u00e7\u00e3o dos principais t\u00edtulos exclusivos.<\/p>\n<blockquote><p>&#8220;H\u00e1 um aumento significativo das vendas no per\u00edodo, mas a compara\u00e7\u00e3o mais justa seria contra o mesmo per\u00edodo do ano anterior. No mercado de games tamb\u00e9m h\u00e1 uma peculiaridade, pois precisamos considerar se h\u00e1 um lan\u00e7amento no per\u00edodo ou n\u00e3o. O mercado de games n\u00e3o \u00e9 sazonal apenas pelos per\u00edodos promocionais, mas tamb\u00e9m pelo calend\u00e1rio de lan\u00e7amentos.&#8221; Leonardo Zuppiroli &#8211; Gerente de Trade Marketing na Sony PlayStation Brasil<\/p><\/blockquote>\n<p style=\"font-size: 15px;\">Na Multilaser, um dos maiores players do segmento de eletr\u00f4nicos e de suprimentos de inform\u00e1tica nacional, o planejamento \u00e9 um pouco diferente. A data \u00e9 prevista no calend\u00e1rio, mas as defini\u00e7\u00f5es e detalhamentos estrat\u00e9gicos acontecem no m\u00eas de agosto. De acordo com a gerente de <em>merchandising<\/em> da Multilaser, Raquel Soler, s\u00f3 \u00e9 poss\u00edvel ter precis\u00e3o nas estrat\u00e9gias quando o varejo come\u00e7a a se movimentar.<\/p>\n<blockquote>\n<p class=\"tve-droppable\">&#8220;O comportamento do shopper \u00e9 bem diferente nos ambientes online e offline. J\u00e1 prevemos e negociamos os descontos na negocia\u00e7\u00e3o do sell-in com os nossos clientes. O custo no online \u00e9 bem mais baixo e por isso conseguimos trabalhar um desconto melhor.&#8221; Raquel Soler &#8211; Gerente de <em>Merchandising<\/em> na Multilaser<\/p>\n<\/blockquote>\n<p style=\"font-size: 15px;\">Isso faz com que os planejamentos aconte\u00e7am de forma diferente nos ambientes virtual e f\u00edsico. Ela relata que o faturamento aumenta, em m\u00e9dia, 20% nessa \u00e9poca.<\/p>\n<h2 class=\"bold_text\" style=\"color: #0a2d3f; margin-top: 50px !important;\">EXPECTATIVA X REALIDADE OU EXPECTATIVA = REALIDADE<\/h2>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">A aposta parece ter sido certeira e o cen\u00e1rio de crise na economia nacional pode ter contribu\u00eddo para o sucesso das vendas em 2016. Um levantamento feito pelo Google entrevistou 800 brasileiros, com idades entre 18 e 54 anos.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">As respostas demonstram que as compras via web tiveram crescimento significativo. Atualmente, o Pa\u00eds possui 40 milh\u00f5es de consumidores online, o que representa 64% do total. Em 2012, eles eram apenas 22%.<\/span><\/p>\n<p><span class=\"tve_custom_font_size\" style=\"font-size: 15px;\">Pre\u00e7o (42%), possibilidades de parcelamento (21%) e custo do frete (17%) s\u00e3o os fatores mais considerados na decis\u00e3o da compra.<\/span><\/p>\n<p style=\"font-size: 15px; margin-bottom: 0px !important;\">Vale a leitura de um dos <a href=\"https:\/\/club.involves.com\/?s=ebook\" target=\"_blank\" rel=\"noopener\"><strong>eBooks mais acessados do Involves Club<\/strong><\/a> para atentar-se \u00e0s mudan\u00e7as orquestradas pelo <span class=\"italic_text\">shopper.\u00a0<\/span><\/p>\n<p style=\"font-size: 15px; margin-bottom: 0px !important;\">\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Ag\u00eancia<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Distribuidor<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Ind\u00fastria<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Servi\u00e7os<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Varejo<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Para a equipe de trade marketing da Sony PlayStation, Black Friday \u00e9 a principal data do ano e j\u00e1 foi incorporada pelo mercado brasileiro. Saiba mais!<\/p>\n","protected":false},"author":4,"featured_media":3020,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,422],"tags":[36,37,38,39,40],"class_list":["post-1650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-tendencias-e-mercado","tag-agencia","tag-distribuidor","tag-industria","tag-servicos","tag-varejo"],"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 na Black Friday | Clube do Trade<\/title>\n<meta name=\"description\" content=\"Para a equipe de trade marketing da Sony PlayStation, Black Friday \u00e9 a principal data do ano e j\u00e1 foi incorporada pelo mercado brasileiro.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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