The topic of this thesis is the analysis of goods distribution at promotional events. By the promotion event in this thesis we consider actions of event marketing and the support of the sale in the place of selling. The aim of my thesis is the analysis of distribution and the optimization of current solution. The theoretical part describes the clarification of chosen terms from marketing communication and distribution. The practical part is dedicated to the analysis of goods distribution at promotional events of the company selling non-alcoholic beverages. In the end of the thesis I suggest the improvement of the current situation in the distribution considering the costs and time.

Made available in DSpace on 2016-08-03T12:30:59Z (GMT). No. of bitstreams: 1 Victor Hugo.pdf: 5063009 bytes, checksum: 34870d22f3db55547d4d64c2427d3957 (MD5) Previous issue date: 2009-04-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This paper approaches packages thru its communicational functions, under the integrated marketing communication perspective. Specifically, it approaches how the package reproduces the message from the advertisement on the point of sale, detailing by the general goal, the description, analysis and systematization of its uses processes as a marketing campaign support, expanding the Integrated Marketing Communication IMC objectives. The methodology is based on the qualitative method, using the descriptive research procedure, and applying as investigative strategies: bibliographical research, documental research and in-depth interview, allowing the conclusion, that under the integrated marketing communication perspective, the expansion of the communicative function of the package allows the advertisement message to be reproduced on the point-of-sale thru the union of elements from television and package messages.(AU) / O trabalho aborda a embalagem através de sua função de comunicação sob a perspectiva da comunicação integrada de marketing. Especificamente, aborda como a embalagem reproduz a mensagem da propaganda no ponto-de-venda detalhando, pelo objetivo geral de descrição, a análise e sistematização do processo de uso da embalagem como suporte de campanhas publicitárias expandindo o objetivo da comunicação integrada de marketing CIM. A metodologia consiste no método qualitativo com o procedimento de pesquisa descritiva aplicando as estratégias investigativas pesquisa bibliográfica, pesquisa documental e entrevista em profundidade que permitiram concluir que sob a perspectiva da comunicação integrada de marketing, a ampliação da função de comunicação da embalagem permite a reprodução da mensagem da propaganda no ponto de venda pelo estabelecimento da unificação de elementos entre as mensagens veiculadas na propaganda televisiva e embalagem.(AU)

The diploma thesis in its theoretical part treats of marketing communications within the marketing process with focus to below-the-line communication activities that are crucial to the communication in the tobacco industry. The second part already characterizes the specifics of the market and the regulation in the tobacco industry. The third part describes in detail the target group of adult smokers and the application of the marketing communications in the marketing of tobacco products, both in the B2B and B2C area. The last part outlines the opportunities and threats based on the current situation on the market and its estimated development and defines what are the key focus areas and both strategic and tactical steps could ensure a potential growth and brand building.