Análise dos conceitos de trade marketing em indústrias fornecedoras da rede supermercadista brasileira.

Abstract

The evolution of globalization brings with it an interest in understanding the relationship between dichotomous agents but complementary to their needs: who produces or provides services and those who sell in this case, industry and retail. For long time these agents have worked far, because if on one side the industry used to produce strong brands and because of this it had a perception of command, retailers have enjoyed a resilient attitude and not confrontational, mainly by the low bargaining power. But from the beginning of the 1980s, a series of radical changes began in this adversarial relationship, mainly conducted by multinational retailers that have brought with them a different management structure confronting the industry and its mode of operation. The field of the distribution channel, that industry within its internal environment analysis always considered as a controllable variable marketing, would be switching sides for stronger dictating rules retail. New retailers formats emerged and the strengthening of brands, causing the industry to initiate a process of repositioning. They passed to understand the retail as an intermediate client within the relation product/end-user. Large conglomerates Multinational Companies such as Procter & Gamble, Nestle, Kraft Foods began a process in order to adapt the model of performance, being more specific how treat the "client" /end-user to marketing and creating a new department, Trade Marketing, with responsibilities of how treat their intermediate "customers", the retail. Facing this challenge the presented thesis point is analyze the application of the concept of Trade Marketing in industries which supplies the Brazilian supermarket network, respecting the role and structure of Trade Marketing, considering that companies have formal constituted departments for this, as well as those which develop these actions with other departments. In order to accomplish the research, it was divided into two phases, the first phase is characterized as exploratory, and the second phase as conclusive and descriptive. In the first phase it was chosen to study the role model of multinational food leader in several segments, Kraft Foods in order to seek understanding and base for the second phase of the survey, conducted in 102 Brazilian retail food companies, 21 that have been formalized Trade Marketing department and 81 that have no such department formalized. The results showed that market and academia share close thoughts about the concepts of Trade Marketing but with space for improvement. It was concluded that the company researched in step 1 has a greater degree of maturity than the group of companies in the step 2, that the department is formalized, especially when evaluating the strength of the operational aspect to the strategic one. By analyzing the second group of companies on this stage, it was found that most of them can hold at least certain actions described in the concept of Trade Marketing even without having a formalized department, however running considerable risk in applying funds without adequate planning infrastructure. Finally, we present the theoretical and managerial implications of the study, the study's limitations and suggestions for further researches.