Estratégias mercadológicas para o consumo de leite fluido no município de Lavras – MG

Abstract

The present dissertation was elaborated as a model of marketing for small pasteurization factories which are located in milk áreas invaded by clandestine sale of raw milk. Because of the 1ow price paid by the factory owner to the producers, the enforcemant of 1aw n? 923, of october, 10, 1969, was considered to discourage production. This case study was divided into three stops. The first was a Tabulation of responses of a questionair acendental strat_i_ ficated samplying, taken in 600 city homes in Lavras, Minas Ge rais, where the Cooperative Alto de Rio Grande is located. This questionary, in addition to testing the market potential and other significant marketing factors, defined also five marketing strategies. They are: whele fat content, available sales byparts, lowest prise, seed of publicity and home delivery. The second stop, after correcting the percentage points of consumer appro vai in each of the strategies, analised themin a simulated situa tion by operation using the game theory, using as a model the two-person zero-sum game. After indicating the most efficient strategies, as the fat content, fractional packaging, it procee ded to a series of simulated with the view to show this result. Since it was impossible for the Cooperative to produce whole milk legally, the third step, by may of a simplified model a eva luation of production costs, to obtain and simu 1tanious1y compa re the packaging costs of a liter and a half that could be used strategically to proportion marketing profit. Yet in this stop, with facts furnished by the questionare, was drew up a demand function on the basis of the milk price variation. This function is a table of the variation between price and demand. The conclusion of the study was that it is possible and it apprears certain that the methodology criated can be implemen ted. The responses do not just comply with empirical ma na geri ai considerations but also correspond to the referred literature.