Utilização do merchandising para a consolidação de um produto novo no mercado: estudo de caso da maionese Hellmann’s deleite.

Abstract

This work of course conclusion approaches the actions of Merchandising used by Unilever of Brazil in product Maionese Hellmann's release it Delights in April of 2008 with the intention of consolidating him/it in the nutritious market. For so much, the text is organized in five subsequent sections, to know: Introduction, Theoretical Fundamentação, methodological Aspects, Presentation and discussion of the results and final Considerations. Techniques of the systematic observation and a bibliographical research are used with the intention of exposing in a clear way the practical reality of the works developed inside of the point of sales to turn the attractive products, exhibiting them in a strategic way and using materials specifically created for this end. Through the study of the manuals of Merchandising used by the company, the work had as general objective to identify the way as the company it structures your actions of Merchandising, as well as the use of the materials, the correct layoutização and the search of areas inside of the points of sales to popularize the product taking him/it until the customers for actions that not always they are noticed by them, but that generate a significant increase in the volume of sales. Then it was possible to conclude that the companies have been giving importance more and more to the techniques of Merchandising stimulating such practices turning them fundamental for the acceptance of the products and the consolidation of the same ones.