{"id":22830,"date":"2025-07-11T21:39:22","date_gmt":"2025-07-11T21:39:22","guid":{"rendered":"https:\/\/club.involves.com\/?p=22830"},"modified":"2025-07-11T21:39:22","modified_gmt":"2025-07-11T21:39:22","slug":"pricing-o-que-e","status":"publish","type":"post","link":"https:\/\/club.involves.com\/pt-br\/pricing-o-que-e\/","title":{"rendered":"Pricing: o que \u00e9 e qual seu papel nas estrat\u00e9gias comerciais"},"content":{"rendered":"<p data-pm-slice=\"1 1 []\">Se voc\u00ea j\u00e1 ouviu o termo &#8220;pricing&#8221; e ainda tem d\u00favidas sobre seu significado e aplica\u00e7\u00e3o, este artigo \u00e9 para voc\u00ea. Vamos explicar de forma simples o que \u00e9 pricing, por que \u00e9 importante e como ele se conecta \u00e0s estrat\u00e9gias de precifica\u00e7\u00e3o no trade marketing e no varejo.<\/p>\n<h2>O que \u00e9 Pricing?<\/h2>\n<p><strong>Pricing<\/strong> \u00e9 o termo em ingl\u00eas usado para se referir \u00e0 <strong>estrat\u00e9gia de forma\u00e7\u00e3o e gest\u00e3o de pre\u00e7os<\/strong> de produtos ou servi\u00e7os. Vai muito al\u00e9m de apenas calcular margens ou cobrir custos. O pricing envolve entender o comportamento do consumidor, a concorr\u00eancia, a elasticidade de pre\u00e7os, posicionamento da marca e os objetivos de cada campanha ou canal.<\/p>\n<p>No trade marketing, isso significa ajustar os pre\u00e7os conforme os diferentes canais, tipos de PDV e estrat\u00e9gias promocionais. Pre\u00e7o n\u00e3o \u00e9 um n\u00famero fixo \u2014 \u00e9 uma vari\u00e1vel estrat\u00e9gica que pode alavancar resultados quando bem ajustada \u00e0 realidade do campo.<\/p>\n<h2>Por que o pricing \u00e9 t\u00e3o importante?<\/h2>\n<p>A estrat\u00e9gia de pricing influencia diretamente o faturamento, a margem de lucro e a percep\u00e7\u00e3o de valor do produto. Pre\u00e7os mal definidos podem significar perda de vendas, baixa competitividade ou margens apertadas.<\/p>\n<p>No trade marketing, o pre\u00e7o \u00e9 um dos principais pilares da execu\u00e7\u00e3o no PDV. Ele precisa estar vis\u00edvel, correto e competitivo. Al\u00e9m disso, ajustes de pricing devem ser baseados em dados confi\u00e1veis para garantir agilidade nas decis\u00f5es e melhores negocia\u00e7\u00f5es com o varejo.<\/p>\n<p>Em ambientes altamente competitivos como o varejo, uma boa estrat\u00e9gia de pricing permite que as empresas se posicionem melhor nas g\u00f4ndolas e tomem decis\u00f5es com mais seguran\u00e7a.<\/p>\n<h2>Quais os tipos de estrat\u00e9gias de pricing?<\/h2>\n<p>Existem v\u00e1rias abordagens para definir pre\u00e7os, e a escolha vai depender do seu objetivo e contexto de mercado. No contexto do trade, essas estrat\u00e9gias tamb\u00e9m precisam dialogar com a\u00e7\u00f5es promocionais, campanhas sazonais e metas de sell-out.<\/p>\n<ul data-spread=\"false\">\n<li><strong>Pricing baseado em custo<\/strong>: soma-se o custo ao percentual de margem desejado.<\/li>\n<li><strong>Pricing baseado no valor percebido<\/strong>: considera quanto o consumidor est\u00e1 disposto a pagar.<\/li>\n<li><strong>Pricing din\u00e2mico<\/strong>: varia conforme demanda, concorr\u00eancia ou sazonalidade.<\/li>\n<li><strong>Pricing competitivo<\/strong>: leva em conta os pre\u00e7os praticados pelos concorrentes.<\/li>\n<\/ul>\n<p>Quer aprofundar nesses modelos? Leia o artigo completo sobre <a href=\"https:\/\/club.involves.com\/estrategias-de-pricing\/\" target=\"_blank\" rel=\"noopener\">estrat\u00e9gias de pricing<\/a>.<\/p>\n<h2>Como calcular o pre\u00e7o de venda?<\/h2>\n<p>Antes de aplicar qualquer estrat\u00e9gia, \u00e9 fundamental saber como calcular corretamente o pre\u00e7o de venda. Fatores como custo fixo, custo vari\u00e1vel, impostos, margem e comiss\u00f5es devem ser considerados.<\/p>\n<p>Para equipes de trade, ter clareza sobre esse c\u00e1lculo ajuda a construir a\u00e7\u00f5es mais efetivas no PDV, seja na montagem de promo\u00e7\u00f5es, seja no acompanhamento da execu\u00e7\u00e3o de pre\u00e7os em loja.<\/p>\n<p>Confira o passo a passo completo neste guia: <a href=\"https:\/\/club.involves.com\/calcular-preco-venda-produto\/\" target=\"_blank\" rel=\"noopener\">Como calcular o pre\u00e7o de venda de um produto<\/a>.<\/p>\n<h2>Pricing e an\u00e1lise da concorr\u00eancia<\/h2>\n<p>A an\u00e1lise da concorr\u00eancia \u00e9 uma etapa essencial para garantir que seus pre\u00e7os estejam alinhados com o mercado e posicionem sua marca de forma estrat\u00e9gica.<\/p>\n<p>No trade marketing, acompanhar os pre\u00e7os praticados por concorrentes no PDV \u00e9 fundamental para reagir rapidamente a desvios e proteger a competitividade da marca.<\/p>\n<p>Entenda como fazer esse benchmarking no artigo <a href=\"https:\/\/club.involves.com\/analise-de-preco-da-concorrencia\/\" target=\"_blank\" rel=\"noopener\">An\u00e1lise de pre\u00e7o da concorr\u00eancia no trade marketing<\/a>.<\/p>\n<h2>Pricing como diferencial competitivo<\/h2>\n<p>Definir pre\u00e7os com base em dados e estrat\u00e9gias claras pode ser o diferencial que sua marca precisa para vender mais e com mais margem. Pricing n\u00e3o \u00e9 apenas uma tarefa do financeiro, mas sim uma decis\u00e3o estrat\u00e9gica que deve envolver marketing, vendas e trade.<\/p>\n<p>Para quem atua com execu\u00e7\u00e3o no PDV, entender pricing significa tomar decis\u00f5es mais precisas e mostrar resultados tang\u00edveis.<\/p>\n<p>E para aprofundar ainda mais nesse tema, temos uma novidade:<\/p>\n<h3>A Involves \u00e9 patrocinadora oficial do Aprix Connect 2025!<\/h3>\n<p>Com presen\u00e7a global e mais de 900 marcas atendidas, a Involves refor\u00e7a sua atua\u00e7\u00e3o como parceira estrat\u00e9gica de quem busca crescer com base em dados.<\/p>\n<p>No Aprix Connect 2025, vamos compartilhar experi\u00eancias reais, dados do mercado e insights sobre execu\u00e7\u00e3o e pricing no ponto de venda.<\/p>\n<p>\ud83c\udfab Ainda n\u00e3o garantiu seu ingresso? Use o cupom <strong>involvesnoac<\/strong> e ganhe 20% de desconto. <a href=\"https:\/\/bit.ly\/44B0P8F\" target=\"_blank\" rel=\"noopener\">Acesse o link com o desconto aplicado<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Entenda o que \u00e9 pricing e como essa estrat\u00e9gia de precifica\u00e7\u00e3o impacta os resultados no trade marketing e no ponto de venda.<\/p>\n","protected":false},"author":23,"featured_media":22831,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[421,419],"tags":[],"class_list":["post-22830","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-de-trade-marketing","category-performance-e-sell-out"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pricing: o que \u00e9 e qual seu papel nas estrat\u00e9gias comerciais - 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