caso Danone

STRUCTURE OF THE DOOR-TO-DOOR CHANNEL : THE DANONE
CASE
Matheus Alberto Cônsoli
Mestrando em Administração. Faculdade de Economia, Administração e Contabilidade - USP Ribeirão
Preto.
Rua Nioac, 631. Monte Alegre, Ribeirão Preto-SP, 14.051-250. [e-mail] Douglas Oliveira
ESPM - Escola Superior de Propaganda e Marketing.
Rua Álvaro Alvin, 123. Vila Mariana. São Paulo -SP, 04.018-010 [e-mail] Frederico Fonseca Lopes
Mestrando em Administração. Faculdade de Economia, Administração e Contabilidade - USP Ribeirão
Preto.
Rua Abraão Issa Hallack, nº 710, apto 119. Riberânia. Ribeirão Preto - SP, 14.976-160 [e-mail] Marcos Fava Neves
Professor Dr. - Faculdade de Economia e Administração – USP-RP
Av. Bandeirantes nº 3.900 Monte Alegre - Ribeirão Preto SP - CEP: 14.040-900 [e-mail] Abstract
Distribution channels include all entities involved at making products available to end consumers. To framing marketing channels, business needs to make choices about market segments, marketing flows and channel members. Furthermore, the decision make process will define how basic services like small products batches, product variety, special convenience and wait time will be performed.
This paper refer to the framing case of Danone door to door, a leader business of yogurt market that broaden market performance through the consumer direct channel sales in the beginning of 2003. Danone believe it’s a growing and potential market, given economic conditions and recent changes in the Brazilian consumer behavior.
It intent to improve consumer services and increase sales in the actual indirect Danone channel. We comment the main market and competition analysis realized with market available information, secondary data and players interviews. We also emphasize the main channel decisions, the channel objectives and the chosen door to door Danone frame for yogurt sales.
Key words: marketing channels, marketing flows, channel frame.

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