{"id":16642,"date":"2019-12-04T09:00:09","date_gmt":"2019-12-04T09:00:09","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=16642"},"modified":"2023-01-24T14:25:09","modified_gmt":"2023-01-24T14:25:09","slug":"merchandising-experiencia-compra-pdv","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/merchandising-experiencia-compra-pdv\/","title":{"rendered":"Merchandising na MARS Brasil e o mundo VUCA"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">N\u00faria Nava \u00e9 gerente de merchandising na Mars Brasil e atua diretamente com a equipe de promotores. Em entrevista exclusiva ao nosso colega Luciano Costa, durante o <a href=\"https:\/\/involves.com\/experience\/\">evento da Involves<\/a>, ela falou conosco sobre a import\u00e2ncia da parceria entre o merchandising e vendas, no trade marketing da Mars, para tra\u00e7ar estrat\u00e9gias em campo<\/span><span style=\"font-weight: 400;\"> e sobre a import\u00e2ncia da <strong>experi\u00eancia do consumidor ao criar a estrat\u00e9gia de merchandising<\/strong>.<\/span><\/p>\n<blockquote><p><span style=\"color: #888888; font-size: 16px; font-style: italic;\">Se atender \u00e0s necessidades do consumidor vou fazer o b\u00e1sico, se atender aos desejos, vou ter lucro\u201d.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Essa foi uma das muitas frases inspiradoras durante nosso papo. <\/span><span style=\"font-weight: 400;\">N\u00e3o fazer mais do mesmo e colocar o cliente no centro, de fato, foram alguns dos refor\u00e7os ressaltados na entrevista. <\/span>Ela detalhou quatro pilares fundamentais que trabalha com a equipe da Mars no ponto de venda, um acompanhamento que chama de \u201cDGMP\u201d: Disposi\u00e7\u00e3o, G\u00f4ndola, Merchandising e Pre\u00e7o.<\/p>\n<p><span style=\"font-weight: 400;\">Para N\u00faria, o trade \u00e9 fundamental para indicar a constru\u00e7\u00e3o de neg\u00f3cio e qualquer cen\u00e1rio que <strong>acelere o<em> sell out<\/em><\/strong>. A gerente de <a href=\"https:\/\/club.involves.com\/blog\/o-que-e-merchandising\/\">merchandising<\/a> da Mars comentou ainda sobre nosso mundo \u201cVUCA\u201d <em>(volatility, uncertainty, complexity and ambiguity<\/em>), em constante transforma\u00e7\u00e3o, com clientes cada vez mais exigentes:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Precisamos pensar no consumidor n\u00e3o como uma entidade. N\u00f3s somos consumidores tamb\u00e9m. \u00c9 preciso se adaptar \u00e0s novas realidades para atender esse mundo vol\u00e1til\u201d.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Ficou curioso? Acesse o link abaixo e <strong>confira a entrevista em v\u00eddeo<\/strong> completa!<\/span><\/p>\n<p>[block_video video=&#8221;https:\/\/www.youtube.com\/embed\/t9a0M0qHUxk&#8221; background=&#8221;wp-content\/uploads\/2019\/11\/Nuria-nava-merchandising-Mars.jpg&#8221;]<\/p>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">execu\u00e7\u00e3o<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Mars<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Merchandising<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>N\u00faria Nava \u00e9 gerente de merchandising na Mars Brasil e atua diretamente com a equipe de promotores. Em entrevista exclusiva ao nosso colega Luciano Costa, durante o evento da Involves, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":22958,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[417,422],"tags":[47,177,45],"class_list":["post-16642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-execucao-no-pdv","category-tendencias-e-mercado","tag-execucao","tag-mars","tag-merchandising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Merchandising e a experi\u00eancia de compra no PDV - Involves Club<\/title>\n<meta name=\"description\" content=\"N\u00faria Nava, gerente de merchandising na Mars, fala sobre a important\u00e2cia os quatro pilares fundamentais avaliados pela empresa e a cultura costumer centric.\" \/>\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\/merchandising-experiencia-compra-pdv\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Merchandising e a experi\u00eancia de compra no PDV - 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