Trade Marketing Eve

In: Business and Management

Submitted By Pugafam
Words 1261
Pages 6
Trabalho Final – Ricardo Puga
Gestão de canais e trade marketing – Caso Eve
Mar. 2012

Um caso

Plano de Lançamento do Produto Eve
1. Análise de Mercado

3. 4. 5. 6. 7. 8.

Consumer / Insights
Canais de distribuiçao Estratégia de Pricing Fórmula de crescimento na Categoria Retalho Formula de crescimento na Categoria Horeca Formula de crescimento na Categoria Noite Política de Promoção Eve



1. Análise de Mercado
A cerveja é a bebida alcoólica com maiores disponibilidades para consumo diário em Portugal per capita, 55% do

total em 2008, sobrepondo-se claramente ao vinho.

Fonte INE – Balança Alimentar Portuguesa 2003 - 2008

1. Análise de Mercado
Segundo dados fornecidos pela Associação Portuguesa de Produtores de cerveja (APCV) os números deste

sector em 2010 são elucidativos.

Produção total de cerveja em Pt 8312 (milhares de hl)
9000 8000 7000 Milhares de hl 6000 5000 4000 3000 2000 1000 0 Série1 Produção cerveja c/alcool 8160 Produção cerveja s/alcool 152

Produção de cerveja por recipiente
60 50 40 30 20 10 0 14,1 29 4,8 0 1,8 50


1. Análise de Mercado – Market Value
Números do consumo em Portugal

Mercado Português Consumo Total - 5900 (milhares de hl)
7000 6000 Milhares de hl 5000 4000 3000 2000 1000 0 Série1 Mercado Interno: com álcool 5749 Mercado Interno: sem álcool 151

Consumo por habitante – 59 litros

1. Análise de Mercado – Demografia
Números do consumo em Portugal

INE 2011 Total M 25 - 29 YoA 30 - 34 YoA Total F Group (25-34 YoA) 25 - 29 YoA 30 - 34 YoA

2010 Pop. 5.150.262 376.791 419.822 5.505.394 785.097 368.453 416.644


2020 E Growth % 1,4% -19,7% -22,0% 1,7% -20,0% -18,4% -21,5%


2030 E Growth % 0,8% 5,2% -4,8% 0,5% -1,9% 1,5% -5,1%


2040 E Growth % -0,1% -8,7% 0,7% -0,3% -5,3% -8,7% -1,9%


2050 E Growth % -1,6% -9,2% -9,3% -1,8%…...

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