Matheus Alberto Consoli

A method for building new marketing channels

Purpose – The aim is to describe the analysis conducted by a leading company in the dairy (yogurt and fermented milk) sector in Brazil regarding the decision to implement a door‐to‐door distribution channel, in which one of the authors was involved.Design/methodology/approach – A brief overview of the marketing channels is presented and the descriptive case study method was used to present the main company information.Findings – The paper describes the decision‐making process that was used to define how basic services like breaking bulks, product variety, special convenience and wait time should be performed in this case. It also emphasizes the main channel decisions, the channel objectives and the chosen door‐to‐door structure for the company described in the case study.Research limitations/implications – Even though case analysis has a theoretical background, the decision process used here cannot be generalized, being only a guide for academics and practitioners about how company A addressed the direct ...

Relacionamento e conflitos em canais de distribuição: um estudo em insumos agrícolas

Neste artigo, discutem-se a existencia e as consequencias dos conflitos em canais de distribuicao. Alem de trazerem-se os principais tipos de conflitos e formas de minimiza-los, pretende-se relacionar o nivel de conflitos, primeiro com o nivel de satisfacao do distribuidor e segundo com o nivel de intencao de investir em ativos especificos para aumentar o comprometimento com um fornecedor em particular. Questionarios foram aplicados em 122 distribuidores de insumos agricolas, quando informacoes quantitativas e qualitativas foram coletadas. Como resultado, o nivel de satisfacao do canal varia significantemente conforme a variacao do nivel de conflito, com relacionamento conforme sugerido pelos autores. O mesmo nao pode ser dito em relacao ao nivel de investimentos em ativos especificos no relacionamento com o fornecedor, relacionado ao nivel de conflito.

Is category management in small supermarkets worth the effort

Category management (CM) is an important tool to strengthen the relationship between manufacturers and retailers. This process has been associated with large corporate retailers; however, some recent researches show that CM is open to companies of any type or size. This possibility is important in emerging markets, where neighborhood supermarkets are still representative and are often considered an alternative for manufacturers to achieve higher margins compared to big chains. In this context, the aim of this research was to analyze the results of a CM initiative in small neighborhood supermarkets from a manufacturer perspective. Data for the study comes from a food manufacturer in Brazil that implemented a CM process with 180 small retailers. A quantitative analysis was conducted in order to analyze the effect of the program on the food manufacturer’s sales and market share. Our analysis suggests an overall positive effect of the program on both, sales and market share.Category management (CM) is an important tool to strengthen the relationship between manufacturers and retailers. This process has been associated with large corporate retailers; however, some recent researches show that CM is open to companies of any type or size. This possibility is important in emerging markets, where neighborhood supermarkets are still representative and are often considered an alternative for manufacturers to achieve higher margins compared to big chains. In this context, the aim of this research was to analyze the results of a CM initiative in small neighborhood supermarkets from a manufacturer perspective. Data for the study comes from a food manufacturer in Brazil that implemented a CM process with 180 small retailers. A quantitative analysis was conducted in order to analyze the effect of the program on the food manufacturer’s sales and market share. Our analysis suggests an overall positive effect of the program on both, sales and market share.