Diminuição de vendas das sopas desidratadas Knorr no canal grossista

Abstract

This report was written as a thesis in fulfillment of the final requirements of the Masters in Marketing degree, in the modality of internship. Its aim was to analyze the causes and present possible solutions to the problem of decreasing sales of Knorr dry soups in the wholesale distribution channel. To study this problem, it was used the action research method during the six months of internship, which was held in the department of marketing Foods, Savoury division, in Knorr marketing team at Unilever Jerónimo Martins, Lda. Through multiple market researches, carried out by the Knorr marketing team, visits done in wholesale clients and analysis of information provided by the company ULJM, it was possible to discover that the wholesale channel has been contracting over the last years with a sharp increase in 2012. This situation significantly affected the performance of Knorr dry soups. This decrease is due to the economic crisis installed in Portugal, which has influenced the sales performance of small traders, leading many into insolvency, thereby reducing the portfolio of clients in the wholesale channel. Moreover, the consumption habits of people have been changing due to lack of income and purchasing power, which contributed to the lack of sales of small retailers. Based on this information, an action plan was designed for 2013, aiming to reverse the fall down in sales of dehydrated Knorr soups in the wholesale distribution channel. It was suggested a series of promotional campaigns to be carried out in the wholesale channel with dehydrated Knorr soups and also proposed a follow-up among small retailers, in order to support them in terms of communication. This plan will encourage them to sell dehydrated Knorr soups in their establishments, so this can be reflected as increasing sales in the wholesaler channel.

Date of Award	2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)