{"id":3980,"date":"2022-05-25T10:10:55","date_gmt":"2022-05-25T10:10:55","guid":{"rendered":"https:\/\/ivymobility.com\/?post_type=blog&p=3980"},"modified":"2024-09-13T05:35:14","modified_gmt":"2024-09-13T05:35:14","slug":"trade-promotions-best-practices-for-consumer-goods","status":"publish","type":"blog","link":"https:\/\/ivymobility.com\/pt\/blog\/trade-promotions-best-practices-for-consumer-goods\/","title":{"rendered":"Melhores pr\u00e1ticas de promo\u00e7\u00f5es comerciais para bens de consumo"},"content":{"rendered":"

Um estudo da Nielsen indica que as empresas de bens de consumo em todo o mundo duplicaram a quantidade de dinheiro que gastam em promo\u00e7\u00f5es comerciais e hoje cerca de $1 bili\u00f5es s\u00e3o gastos anualmente por elas em promo\u00e7\u00f5es comerciais. Promo\u00e7\u00f5es comerciais, como cupons, neg\u00f3cios em grandes quantidades e outros, ajudam as empresas a colocar seus produtos nas prateleiras das lojas para uma melhor compreens\u00e3o do consumidor, converter n\u00e3o compradores em consumidores, incentivar compras repetidas e fazer com que a marca se destaque.<\/p>\n\n\n\n

Mas os or\u00e7amentos n\u00e3o s\u00e3o insond\u00e1veis e, sem um quadro formal de gest\u00e3o de promo\u00e7\u00e3o comercial para planear, analisar e prever o desempenho das promo\u00e7\u00f5es, reduz-se os pre\u00e7os, mas desgasta-se as margens de lucro. Com as t\u00e1ticas promocionais certas e recomenda\u00e7\u00f5es<\/a><\/strong>, sua empresa pode aceitar promo\u00e7\u00f5es para obter resultados melhores e resultados financeiros.<\/p>\n\n\n\n

Neste blog, discutiremos algumas das melhores pr\u00e1ticas que uma empresa de CPG pode implementar em suas pr\u00e1ticas de promo\u00e7\u00e3o comercial para obter melhor sucesso.<\/p>\n\n\n\n

Adote um pensamento novo<\/strong><\/h4>\n\n\n\n

As empresas de bens de consumo podem ainda ter o pensamento tradicional sobre a gest\u00e3o de promo\u00e7\u00f5es comerciais, levando a uma ideia errada de sucesso. O rastreamento de m\u00e9tricas sem import\u00e2ncia ou a medi\u00e7\u00e3o incorreta de vendas promocionais leva a um desempenho insatisfat\u00f3rio e a um ROI reduzido.<\/p>\n\n\n\n

O modelo de gest\u00e3o de promo\u00e7\u00f5es comerciais pode ser altamente complicado e, ao dividi-lo em Gest\u00e3o de promo\u00e7\u00e3o comercial (TPM)<\/a><\/strong> e otimiza\u00e7\u00e3o de promo\u00e7\u00e3o comercial (TPO), voc\u00ea est\u00e1 simplificando demais o processo.<\/p>\n\n\n\n

Observe mais de perto como as coisas est\u00e3o atualmente e talvez voc\u00ea queira passar da implementa\u00e7\u00e3o \u00e0 medi\u00e7\u00e3o das promo\u00e7\u00f5es comerciais e, em seguida, \u00e0s melhores pr\u00e1ticas, planejamento e otimiza\u00e7\u00e3o. Essa abordagem o ajudar\u00e1 a testar minuciosamente as promo\u00e7\u00f5es para obter melhor sucesso.<\/p>\n\n\n\n

\"Sistema<\/figure>\n\n\n\n

Me\u00e7a as m\u00e9tricas certas<\/strong><\/h4>\n\n\n\n

A maioria das empresas de bens de consumo se concentra em varejo<\/a><\/strong> d\u00f3lares ou d\u00f3lares de remessa para medi\u00e7\u00e3o e tente equalizar os volumes de produtos. Essa abordagem falha quando voc\u00ea tem produtos com unidades de medida variadas, como bebidas medidas em caixas e doces em libras.<\/p>\n\n\n\n

Converta essas m\u00e9tricas em m\u00e9tricas facilmente compar\u00e1veis entre produtos. Voc\u00ea tamb\u00e9m pode querer medir suas promo\u00e7\u00f5es pelas vendas incrementais geradas para ajud\u00e1-lo a estimar o impacto nos neg\u00f3cios sem uma promo\u00e7\u00e3o espec\u00edfica em vigor.<\/p>\n\n\n\n

As m\u00e9tricas a serem escolhidas dependem de seus processos de neg\u00f3cios, mas certifique-se de que elas o ajudem a analisar as promo\u00e7\u00f5es de forma hol\u00edstica.<\/p>\n\n\n\n

Nem tudo que brilha <\/b><\/h4>\n\n\n\n

Voc\u00ea pode estar invejando as novas promo\u00e7\u00f5es que seu concorrente est\u00e1 realizando, como Compre um e leve outro de gra\u00e7a, ganhe 50, pacotes de b\u00f4nus, mas elas s\u00e3o bem-sucedidas? Voc\u00ea pode ter displays interessantes nas lojas, mas sem os descontos nos pre\u00e7os eles n\u00e3o funcionam. BOGO (Buy One Get One) ajuda a aumentar as vendas, mas se seus produtos tiverem um pre\u00e7o mais alto, voc\u00ea precisar\u00e1 de um desconto percentual. Os consumidores s\u00e3o inteligentes o suficiente para deixar passar algumas promo\u00e7\u00f5es. Portanto, seria melhor voc\u00ea ter menos promo\u00e7\u00f5es, mas mais profundas. Escolha o que funciona melhor para o seu neg\u00f3cio.<\/p>\n\n\n\n

Escolhendo o software de gerenciamento de promo\u00e7\u00e3o comercial  <\/b><\/h4>\n\n\n\n

Marcas de bens de consumo<\/a><\/strong> lidar com centenas de promo\u00e7\u00f5es \u00e0 medida que cresce a import\u00e2ncia da promo\u00e7\u00e3o comercial. Com uma taxa de crescimento exponencial, voc\u00ea poder\u00e1 configurar e implementar promo\u00e7\u00f5es comerciais de forma r\u00e1pida e f\u00e1cil. Com uma solu\u00e7\u00e3o robusta que adota uma estrutura TPM s\u00f3lida, sua empresa alcan\u00e7ar\u00e1 uma implementa\u00e7\u00e3o mais r\u00e1pida e melhor otimiza\u00e7\u00e3o com custos minimizados. O software o ajudar\u00e1 a se orientar por dados em suas promo\u00e7\u00f5es comerciais para obter efici\u00eancia a longo prazo.<\/p>\n\n\n\n

Ao optar por uma solu\u00e7\u00e3o de promo\u00e7\u00e3o comercial com estrutura e tecnologia adequadas, seu neg\u00f3cio estar\u00e1 pronto para o sucesso. Lembre-se dessas pr\u00e1ticas recomendadas ao configurar sua pr\u00f3xima promo\u00e7\u00e3o!<\/p>","protected":false},"featured_media":3981,"template":"","meta":{"_acf_changed":true,"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[14],"class_list":["post-3980","blog","type-blog","status-publish","has-post-thumbnail","hentry","categories-blog"],"acf":[],"yoast_head":"\nTrade Promotions Best Practices for Consumer Goods<\/title>\n<meta name=\"description\" content=\"Learn all about Trade Promotional activities that CPG companies need to incorporate to boost sales and increase revenue. 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