Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/4949
Autoria: | Oliveira, Marisa Figueiredo de |
Orientação: | Marques, Susana |
Data: | 2012 |
Título próprio: | Creation of an integrated tasting plan in hypermarkets |
Referência bibliográfica: | OLIVEIRA, Marisa Figueiredo de - Creation of an integrated tasting plan in hypermarkets [Em linha]. Lisboa: ISCTE, 2012. Dissertação de mestrado. [Consult. Dia Mês Ano] Disponível em www:<http://hdl.handle.net/10071/4949>. |
Palavras-chave: | Tasting actions Retailing Promotion Merchandising Shopper trends |
Resumo: | Retailer ABC is a Portuguese food retailer owner of several hypermarket and supermarket stores across the country that decided to take advantage of the natural curiosity of consumers, through tasting actions in their hypermarkets. So, in 2010, Retailer ABC worked on the development of a tasting actions plan to be applied in their hypermarket stores with the main objective to increase sales and to promote their products. After a year and a half of implementation, it became clear that the tasting actions were not having the expected return. So, it became urgent to do an entire analysis of the tasting action plan to detect the failures, identify opportunities and develop a new integrated tasting plan that increases sales and promotes the retailer products, at the same time that creates dynamism and animation in the point of purchase. |
Designação do grau: | Mestrado em Marketing |
Acesso: | Acesso Aberto |
Aparece nas coleções: | T&D-DM - Dissertações de mestrado |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Projecto_Empresa_Marketing_MarisaDeOliveira.pdf | 3,17 MB | Adobe PDF | Ver/Abrir |
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