Function analysis of trade marketing: A case study in a multinational beverage company in the city of Ribeirão Preto - SP

Abstract

In this study, through a case study developed with a multinational company in a beverage industry installed in the State of São Paulo, it was verified the functions and operations of Trade Marketing. For this, we interviewed key managers of distributor departments (Trade Marketing and Sales), and of retail supermarket (Trade Marketing and Category Managers). For interpretation of the interviews was used the technique of content analysis. The main results show that the channel members, adopt the Trade Marketing in the strucuire of their companies, although in different forms, differing in a way found in the literature, because the distributor, the department was created to give support to the sales, while the retailer it was created to obtain a better assortment and better dedication of the company, in addition to improving the relationship to the distributor and market analysis capabilities, hi this context, there is the greatest contribution of this study, therefore, to diverge from the literature, presents an adaptation of business by the retail model. We concluded to indicate that check for future research.