Prova Af Diageo Guia Execução Editado
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AF_DIAGEO_GUIA_EXECUCAO-C.indd 1 04/09/15 17:52
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INOVAO
RESERVE
RESERVE
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5AF_DIAGEO_GUIA_EXECUCAO-C.indd 5 04/09/15 17:52
1. Introduo
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RESERVE
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9INOVAO
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RESERVE
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9INOVAO
INOVAO
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YPICA SABORESUma linha que traz sabores brasileiros misturados nossa cachaa Ypica, proporcionando maior praticidade e convenincia aliados praticidade e convenincia. Para consumir gelado ou misturado com refrigerantes e sucos, ideal para festas e eventos.
Ypica Sabores do Brasil Mel & Limo um produto suave e delicioso, sem perder as caractersticas de cachaa. ideal para ser consumido gelado com os amigos no bar, em churrascos e encontros em casa.
- YPICA GUARAN LATA- YPICA GUARAN- YPICA LEMON- YPICA MEL & LIMO
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INOVAO
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RESERVE
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INOVAO
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RESERVE
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RESERVE
RESERVE
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RESERVE
RESERVE
INOVAO
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2. Guia de Execuo
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ON-TRADE
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INOVAO
RESERVE
RESERVE
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RESERVE
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INOVAO
RESERVE
RESERVE
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INOVAO
RESERVE
RESERVE
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RESERVE
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ANEXO
ANEXO
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ANEXO
ANEXO
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ANEXO
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INOVAO
RESERVE
RESERVE
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ANEXO
ANEXO
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ANEXO
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RESERVE
RESERVE
INOVAO
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INOVAO
RESERVE
RESERVE
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RESERVE
RESERVE
INOVAO
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2530
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INOVAO
RESERVE
RESERVE
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RESERVE
RESERVE
INOVAO
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PAREDES DO BAR: materiais do ciclo vigente na altura dos olhos para que os consumidores sejam impactados. PARA DONO/BRIGADA: materiais de Relacionamento do Ciclo vigente para aumentar a exposio da marca e ajudar no relacionamento com o dono e a brigada.
1
2
EXECUO PERFEITA - BAR CONSUMO
1
2
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INOVAO
RESERVE
RESERVE
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PAREDES DO BAR: materiais do ciclo vigente na altura dos olhos para que os consumidores sejam impactados. PARA DONO/BRIGADA: materiais de Relacionamento do Ciclo vigente para aumentar a exposio da marca e ajudar no relacionamento com o dono e a brigada.
1
2
EXECUO PERFEITA - BAR CONSUMO
1
2
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PAREDES DO BAR: materiais do ciclo vigente na altura dos olhos para que os consumidores sejam impactados. PARA DONO/BRIGADA: materiais de Relacionamento do Ciclo vigente para aumentar a exposio da marca e ajudar no relacionamento com o dono e a brigada.
1
2
EXECUO PERFEITA - BAR CONSUMO
1
2
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RESERVE
RESERVE
INOVAO
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INOVAO
RESERVE
RESERVE
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EVENTOS
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RESERVE
RESERVE
INOVAO
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INOVAO
RESERVE
RESERVE
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RESERVE
RESERVE
INOVAO
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3338
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PALCO PRINCIPAL
rea de concentrao/
consumo
Bare
sEn
trad
aBa
nhei
ros
Cam
arot
es
Ambulantes Ambulantes
Bare
s
rea de pedida
rea de ativao
re
a de
at
iva
o
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PALCO PRINCIPAL
rea de concentrao/
consumo
Bare
sEn
trad
aBa
nhei
ros
Cam
arot
es
Ambulantes Ambulantes
Bare
s
rea de pedida
rea de ativao
re
a de
at
iva
o
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INOVAO
RESERVE
RESERVE
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40
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RESERVE
RESERVE
INOVAO
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INOVAO
RESERVE
RESERVE
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RESERVE
RESERVE
INOVAO
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OFF-TRADE
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INOVAO
RESERVE
RESERVE
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RESERVE
RESERVE
INOVAO
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INOVAO
RESERVE
RESERVE
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TOPO:
OLHOS:
MOS:
JOELHOS:
BASE:
Whisky Vodka Rum Conhaque Cachaa Aperitivo Licor Ice
TOPO:
OLHOS:
MOS:
JOELHOS:
BASE:
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TOPO:
OLHOS:
MOS:
JOELHOS:
BASE:
Whisky Vodka Rum Conhaque Cachaa Aperitivo Licor Ice
TOPO:
OLHOS:
MOS:
JOELHOS:
BASE:
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RESERVE
RESERVE
INOVAO
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41
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INOVAO
RESERVE
RESERVE
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ENTRADA
rea com alto uxo de pessoasNO CONFINARPRODUTOS
1
EXPLORAR CORREDOR DE ENTRADA COM ILHA OU PILHA
2
PONTA DE GNDOLA - WHISKY, VODKA OU CACHAA
5
DUPLA EXPOSIO DE ICE COM CERVEJA
3
NA REA DE CHURRASCO, EXPOR FAMLIA SMIRNOFF EM PILHAS OU DISPLAYS
4
PILHAS/DISPLAYS DE SMIRNOFF 21/JUN DAITITM/YPICA NO SETOR DE
HORTIFRTI
BEBIDASBEBIDAS BEBIDAS BEBIDAS BEBIDAS BEBIDAS
WHISKY PREMIUM
WHISKY PREMIUM
WHISKY STANDARD
WHISKY STANDARD
WHISKY PRIMRIO + NACIONAL
LICOR NACIONAL
LICOR IMPORTADO
APERITIVO BITTER
APERITIVO VERMOUTH
CONHAQUE
VODKA IMPORTADA
VODKA SABORIZADA
VODKA STANDARD
VODKA STANDARD
VODKA PREO
ICE
ICE
ICE
ICE
ICE
ICE
SABORIZADAS + CACHAA STANDARD
CACHAA ARTESANAL
CACHAA STANDARD
CACHAA PREO
CACHAA PREO
TEQUILA
TEQUILA
GIN
GIN
SAKE
SAKE
RUM
RUM
RUM
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RESERVE
RESERVE
INOVAO
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SUPERMERCADO (10 - 19 CHECKOUTS)
Definio:Varejo de autosservio com foco em mercearia, sees de eletro e bazar reduzidos ou inexistentes, normalmente entre 10 e 19 checkouts, e rea em torno de 5.000m.
Misso de compra:Compra rpida e reposio.
-
12
INOVAO
RESERVE
RESERVE
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LOJAS DE CONVENINCIA
Definio:So pequenos estabelecimentos que podem ou no operar em regime de franquia, geralmente associados a alguma rede de combustvel. Oferecem uma variedade limitada associada a algum servio.
Misso de compra:Convenincia.
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3
2
1
VODKA IMPORTADAWHISKY PREMIUM
WHISKY STANDARD
WHISKY STANDARD
WHISKY NACIONAL
VODKA SABORIZADA
VODKA IMPORTADAWHISKY PREMIUM
WHISKY STANDARD
WHISKY STANDARD
WHISKY NACIONAL
VODKA SABORIZADA
WHISKY PRIMRIO
VODKA STANDARD
VODKA STANDARD + FORMATOS
VODKA PREO
BEBIDAS BEBIDASBEBIDAS
WHISKY PREMIUM
WISKY STANDARD
WISKY STANDARD
WISKY NACIONAL
WISKY PRIMRIO
VODKA IMPORTADA
VODKA SABORIZADA
VODKA STANDARD
VODKA PREO
VODKA STANDARD
LICOR IMPORTADO
LICOR NACIONAL
APERITIVO
APERITIVO
APERITIVO
ICE
ICE
ICE
ICE
ICE
CACHAA ARTESANAL
CACHAA SABORIZADA
CACHAA STANDARD
CACHAA PREO
CACHAA PREO
TEQUILA GIN
RUM
CONHAQUE
CONHAQUE
CONHAQUE
SAKE
rea com alto uxo de pessoas
1
3
2
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RESERVE
RESERVE
INOVAO
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MERCADO DE BAIRRO (2 - 9 CHECKOUTS)
Definio:Lojas de autosservio com mdio porte (at 3.000m). Tem de 2 a 9 checkouts e sortimento limitado.
Misso de compra:Compra rpida e reposio.
Dicas:
Exponha Smirnoff Ice (regular, Peach e Green Apple) na geladeira, perto das cervejas.
Exponha Smirnoff 21 e Johnnie Walker Red Label na ponta da gndola, em uma rea quente.
Ative material de comunicao na entrada da loja e no balco para as marcas-foco.
-
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INOVAO
RESERVE
RESERVE
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-
4753
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RESERVE
RESERVE
INOVAO
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