A embalagem como fator de agregação de valor ao produto : um estudo do segmento de queijos em Juiz de Fora

Abstract

The present work has as an objective study, to demonstrate the packing is an essential factor of cheese market development in Juiz de Fora. Small size of cheese packings more appropriated are factors of chance of potential increase in the sales points and The Dairy Produce income. We will search, initially, to make a historical cheese study and its manufacture in the world and Brazil, still showing, the origin of some cheese products and their characteristics, such as Brie, Camembert, Minas Padrão, Mussarela, Prato, Requeijão, among others. As the packing is a great relevance element in this research, we willalso present, a historical study on its appearence, as well as its evolution as the technology appearance, since the packing constitutes an important factor as for the purchase of the consumer decision. We will focus strategies of marketing used in the current market for development and launching of segmented products in small packings, demonstrating, by means of data and examples of new products launched recently, which had raised brazilian and foreign renowned companies income, such as Nestle, Yoki, Danone, Cocacola, among others. On the authors´ basis, such as Kotler (2003), Mackenna (1999), Abreu (2004), Sâmara and Morsch (2005), Solomon (2002), among others, we will search to show that companies sucess depends on acareful definition of the market-target from marketing strategies that will be used for the development and launching of a product. We will still look for to present a consumer´s behavior study. We stand out, that for observed terms one strong trend in the market in offering products in small size of cheese packings. We search to show, by means of a marketing research taken place in the sales points of The Baha mas Supermarkets Chains that packing constitutes an essential factor cheese market development in Juiz de Fora.