{"id":1729,"date":"2016-10-08T13:12:50","date_gmt":"2016-10-08T13:12:50","guid":{"rendered":"http:\/\/clubedotrade.com.br\/?p=1729"},"modified":"2023-01-24T19:48:11","modified_gmt":"2023-01-24T19:48:11","slug":"departamento-de-trade-marketing","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/departamento-de-trade-marketing\/","title":{"rendered":"Como criar um departamento de trade marketing?"},"content":{"rendered":"

Criar um departamento de trade marketing depende de um profundo estudo pessoal dos seus objetivos e ambi\u00e7\u00f5es.<\/p>\n

\u00c9 normalmente neste ponto que ocorre um erro fatal: criar um time que n\u00e3o compreenda os objetivos da companhia e os atributos da marca que representa.<\/p>\n

Toda empresa tem formas diferentes de organizar os fluxos de informa\u00e7\u00e3o e trabalhar os dados. Mas, t\u00e3o importante que saber quanto se produz \u00e9 entender como ele \u00e9 comprado nos pontos de venda.<\/p>\n

Parece simples, mas este \u00e9 o conceito do famoso sell-out<\/span>. E ele ser\u00e1 a base para a constru\u00e7\u00e3o de um time alinhado com a estrat\u00e9gia.<\/p>\n

O DEPARTAMENTO DE TRADE MARKETING \u00c9 GUIADO PELA INFORMA\u00c7\u00c3O DO PONTO DE VENDA<\/h2>\n

As grandes, as m\u00e9dias e at\u00e9 as pequenas ind\u00fastrias entenderam que \u00e9 preciso coletar dados e monitorar o trabalho que \u00e9 realizado pelas equipes de promo\u00e7\u00e3o e merchandising<\/em>.<\/p>\n

Afinal, de nada adianta ter os n\u00fameros se voc\u00ea n\u00e3o consegue alinhar isso com a estrat\u00e9gia inicial. A li\u00e7\u00e3o 1 \u00e9: voc\u00ea precisa de informa\u00e7\u00f5es.<\/p>\n

O trade marketing<\/a> pode se utilizar de variadas formata\u00e7\u00f5es para aplicar seus conceitos em diferentes segmentos da empresa. Para que isso aconte\u00e7a com fluidez, \u00e9 preciso entend\u00ea-lo como um departamento.<\/p>\n

Um time que garante a informa\u00e7\u00e3o.<\/p>\n

TRADE COMO DEPARTAMENTO<\/h2>\n

De acordo com o livro Trade Marketing – Estrat\u00e9gias de Distribui\u00e7\u00e3o e Execu\u00e7\u00e3o de Vendas, a \u00e1rea de trade marketing pode ter tr\u00eas enfoques dentro das organiza\u00e7\u00f5es:<\/p>\n

[blockquote align=”none” author=”Trade Marketing Estrat\u00e9gias de Distribui\u00e7\u00e3o e Execu\u00e7\u00e3o de Vendas, pg 53″]\u201cO primeiro, como \u00e1rea estrat\u00e9gica de planejamento de vendas e canais; o segundo como \u00e1rea respons\u00e1vel pelo merchandising<\/span> e promo\u00e7\u00e3o; e o terceiro, como linha de investimento bellow the line para as marcas junt<\/span>o aos canais de venda.<\/span>\u201d<\/span>[\/blockquote]<\/p>\n

A complexibilidade no processo exige a segmenta\u00e7\u00e3o.\u00a0S\u00f3 assim voc\u00ea vai entender como o trade marketing pode se encaixar na sua opera\u00e7\u00e3o e se o conceito pode ser aplicado em setores separados.<\/p>\n

No quadro abaixo, mostramos algumas segmenta\u00e7\u00f5es do departamento de trade marketing\u00a0por quatro pontos de vista: t\u00e1tico, estrat\u00e9gico e operacional.<\/p>\n

\"\"<\/span><\/p>\n

Para analisar este quadro podemos fazer a seguinte simula\u00e7\u00e3o: imagine que voc\u00ea precise tra\u00e7ar um planejamento de investimento para a cria\u00e7\u00e3o do departamento de trade marketing.<\/span><\/p>\n

Voc\u00ea vai precisar de ingredientes b\u00e1sicos como budget, alinhamento de produtos (gerenciamento por categorias), calend\u00e1rio (de promo\u00e7\u00f5es, sazonalidade), poss\u00edveis a\u00e7\u00f5es no PDV (que tamb\u00e9m envolvem a\u00e7\u00f5es comerciais e de marketing) e, para finalizar, os indicadores que possam avaliar se as a\u00e7\u00f5es foram efetivas.<\/span><\/p>\n

De acordo com a sua demanda voc\u00ea realinha as bases do seu departamento de trade.<\/span><\/p>\n

Minha sugest\u00e3o \u00e9 voc\u00ea\u00a0fazer este exerc\u00edcio: use papel e caneta para o planejamento, para que voc\u00ea veja o todo na sua frente. Depois, trace o passo a passo e indique por A + B qual seu objetivo.<\/p>\n

\u00c9 importante voc\u00ea entender o trade marketing n\u00e3o apenas como um departamento, mas como uma integra\u00e7\u00e3o entre eles. O trade existe para conectar a informa\u00e7\u00e3o de todo processo.<\/span><\/p>\n

 <\/p>\n

\"Nova<\/a><\/span><\/span><\/p>\n

Tags: Ag\u00eancia<\/a>, Distribuidor<\/a>, Ind\u00fastria<\/a>, Servi\u00e7os<\/a>, Varejo<\/a>
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Preparamos um passo-a-passo para voc\u00ea entender seus objetivos e criar a melhor estrat\u00e9gia para o departamento de trade marketing.<\/p>\n","protected":false},"author":4,"featured_media":3002,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,418],"tags":[36,37,38,39,40],"class_list":["post-1729","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-gestao-de-equipes-de-campo","tag-agencia","tag-distribuidor","tag-industria","tag-servicos","tag-varejo"],"acf":[],"yoast_head":"\nDepartamento de Trade Marketing: conhe\u00e7a a receita do Clube do Trade<\/title>\n<meta name=\"description\" content=\"Preparamos um passo-a-passo para voc\u00ea entender seus objetivos e criar a melhor estrat\u00e9gia para o departamento de trade marketing.\" \/>\n<meta name=\"robots\" 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