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Abstract(s)
A ALDI é uma das principais empresas comerciais de retalho da Europa. Na Alemanha, são líderes no segmento discount e o número um em promoções.
Em todo o mundo, o discount está a ganhar quota de mercado ao restante retalho. Dados de um estudo da Boston Consulting Group feito em 14 países, incluindo Portugal, demonstra que a quota de mercado do discount cresceu de 12% para 18%, entre 2000 e 2015, continuando a crescer ao longo destes anos. As lojas de discount estão a abrir maiores pontos de venda, a oferecer funcionalidades inovadoras, a alargar as suas gamas de produtos frescos e orgânicos e a comercializar marcas próprias que desafiam cada vez mais as marcas principais dos fabricantes. Mas, de todo este crescimento do qual a ALDI também padece, umas das questões que se levanta é a sua simples estratégia de ter uma seleção de produtos mínima e economizar na própria loja, com a decoração, publicidade ou mesmo no armazenamento dos produtos, para que toda a economia possa ser revertida para o consumidor final, tendo assim preços aliciantes para os mesmos.
Esta simples estratégia, num contexto concorrencial cada vez mais complexo e com o crescimento cada vez maior, já não é viável. Neste sentido o presente relatório de estágio incide na melhoria de uma técnica de merchandising, mais concretamente, a sinalética nos pontos de venda dos supermercados ALDI, tendo como objetivo melhorar o aspeto visual dentro da loja, mas acima de tudo facilitar a compra para os seus clientes.
O estágio com a duração de três meses decorreu no departamento de marketing da ALDI Portugal, Supermercados. Com o estágio foi possível aferir toda a envolvente organizacional necessária para poder implementar a estratégia de marketing nas lojas.
A implementação do plano de ação permitirá à empresa melhorar a sua comunicação visual nos pontos venda para os seus clientes, e consequentemente proporcionará uma melhoria no volume de vendas.
Os principais resultados para este relatório de estágio serão tornar as lojas visualmente mais organizadas para a realização das compras pelos clientes; facilitar a identificação da localização dos produtos; criar mais luminosidade dentro da loja e tornar visualmente mais harmoniosa toda a informação a constar nas peças da loja.
ABSTRACT: ALDI is one of the leading retail companies in Europe. In Germany, they are leaders in the discount segment and number one in promotions. Worldwide, discount is gaining market share for the rest of the retail. Data from a Boston Consulting Group study in 14 countries, including Portugal, shows that the market share of discount grew from 12% to 18% between 2000 and 2015, continuing to grow over the years. Discount stores are opening larger retail outlets, offering innovative features, expanding their ranges of fresh and organic products and marketing their own brands that are increasingly challenging manufacturers' top brands. But of all this growth that ALDI also suffers from, one of the issues that arises is its simple strategy of having a minimal product selection and saving on the store itself, with the decoration, advertising or even in the storage of products, to that the whole economy can be revert to the final consumer, thus having attractive prices for them. This simple strategy, in an increasingly complex competitive context and with growing growth, is no longer feasible. In this sense, the present internship report focuses on the improvement of a merchandising technique, more specifically, the signage at the points of sale of supermarkets ALDI, aiming to improve the visual appearance inside the store, but above all facilitate the purchase for its customers. customers. The three-month internship took place in the marketing department of ALDI Portugal, Supermarkets. With the internship it was possible to gauge all the organizational environment necessary to implement the marketing strategy in the stores. The implementation of the action plan will allow the company to improve its visual communication at the points of sale for its customers, and consequently will provide an improvement in sales volume. The main results for this internship report will be to make the stores more visually organized to carry out purchases by customers; to facilitate the identification of the location of the products; create more luminosity inside the store and make visually more harmonious all the information to be contained in the parts of the store.
ABSTRACT: ALDI is one of the leading retail companies in Europe. In Germany, they are leaders in the discount segment and number one in promotions. Worldwide, discount is gaining market share for the rest of the retail. Data from a Boston Consulting Group study in 14 countries, including Portugal, shows that the market share of discount grew from 12% to 18% between 2000 and 2015, continuing to grow over the years. Discount stores are opening larger retail outlets, offering innovative features, expanding their ranges of fresh and organic products and marketing their own brands that are increasingly challenging manufacturers' top brands. But of all this growth that ALDI also suffers from, one of the issues that arises is its simple strategy of having a minimal product selection and saving on the store itself, with the decoration, advertising or even in the storage of products, to that the whole economy can be revert to the final consumer, thus having attractive prices for them. This simple strategy, in an increasingly complex competitive context and with growing growth, is no longer feasible. In this sense, the present internship report focuses on the improvement of a merchandising technique, more specifically, the signage at the points of sale of supermarkets ALDI, aiming to improve the visual appearance inside the store, but above all facilitate the purchase for its customers. customers. The three-month internship took place in the marketing department of ALDI Portugal, Supermarkets. With the internship it was possible to gauge all the organizational environment necessary to implement the marketing strategy in the stores. The implementation of the action plan will allow the company to improve its visual communication at the points of sale for its customers, and consequently will provide an improvement in sales volume. The main results for this internship report will be to make the stores more visually organized to carry out purchases by customers; to facilitate the identification of the location of the products; create more luminosity inside the store and make visually more harmonious all the information to be contained in the parts of the store.
Description
Relatório de estágio apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Estratégia de marketing Merchandising Marketing mix Comunicação visual Sinalética ALDI, Portugal Supermercados Discount Marketing strategy Visual communication Shop signage ALDI, Portugal Supermarkets
Citation
Serra, A.B. (2018). Merchandising e comunicação visual: uma aplicação na sinalética nos pontos de venda da ALDI Supermercados. Relatório de estágio do mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social