{"id":24000,"date":"2018-02-17T20:35:28","date_gmt":"2018-02-17T20:35:28","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=24000"},"modified":"2026-01-27T15:20:10","modified_gmt":"2026-01-27T20:20:10","slug":"precos_e_analise_competitiva_no_varejo","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/pericia\/precos_e_analise_competitiva_no_varejo\/","title":{"rendered":"Pre\u00e7os de varejo e an\u00e1lise competitiva"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Pre\u00e7os e An\u00e1lise Competitiva no Varejo<\/span><\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-e14217f6\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-e14217f6\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Retail (7)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Retail-7-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">SIS provides comprehensive retail pricing and competitive analysis and strategy to understand the pricing and brand perceptions consumers hold. &nbsp;A core purpose of our retail research projects is to understand where in the minds of consumers do competing brands stand at various price points. \u200b<\/span><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\">\u00c1reas exploradas<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quais s\u00e3o os pre\u00e7os das v\u00e1rias marcas nos mercados em estudo?\u200b<\/li>\n\n\n\n<li>Qual \u00e9 a posi\u00e7\u00e3o das marcas em compara\u00e7\u00e3o com as marcas concorrentes?<\/li>\n\n\n\n<li>Quais s\u00e3o os atributos da marca que devem ser considerados na precifica\u00e7\u00e3o?\u200b<\/li>\n\n\n\n<li>Quais s\u00e3o os dados psicodemogr\u00e1ficos de clientes e n\u00e3o clientes?\u200b<\/li>\n\n\n\n<li>Quais s\u00e3o as motiva\u00e7\u00f5es, comportamentos e atitudes dos clientes atribu\u00eddos a perfis demogr\u00e1ficos espec\u00edficos (por exemplo, idade, renda, sexo)?<\/li>\n\n\n\n<li>What is the market and psychological environment of stores (i.e., what other stores exist in close proximity that may impact purchasing decisions by customers?\u200b<\/li>\n\n\n\n<li>Quais s\u00e3o as oportunidades potenciais no posicionamento da marca tanto para os mercados em estudo quanto para mercados adicionais onde suas marcas franqueadas podem ser encontradas?\u200b<\/li>\n\n\n\n<li>Que estrat\u00e9gias adicionais est\u00e3o dispon\u00edveis para posicionar suas marcas?\u200b<\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">With these and other questions explored, SIS often develops key pricing, positioning, brand-related, and competitive-recommended positions. \u00a0We help our clients to develop a robust and accurate pricing strategy for their brands. \u00a0<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\"><strong>As implica\u00e7\u00f5es enfrentam cada aspecto de uma estrat\u00e9gia de pre\u00e7os t\u00edpica:<\/strong> <\/span><\/h3>\n\n\n\n<div class=\"table-1\">\n<table>\n<tbody>\n<tr>\n<td width=\"399\"><strong>Develop <\/strong><a href=\"https:\/\/www.sisinternational.com\/pt\/como-conduzir-analises-competitivas\/\" title=\"An\u00e1lise Competitiva em Marketing\"  data-wpil-monitor-id=\"7280\">Marketing Strategy \u200bMarketing Analysis<\/a>, Consumer Segmentation, Consumer Targeting and Brand Positioning. \u200b<\/td>\n<td width=\"399\"><em>A SIS realiza segmenta\u00e7\u00e3o psicogr\u00e1fica de consumidores, posicionando marcas em uma faixa de pre\u00e7os espec\u00edficos<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Tome decis\u00f5es sobre o mix de marketing <\/strong>Definir o produto, distribui\u00e7\u00e3o e t\u00e1ticas promocionais<\/td>\n<td width=\"399\"><em>O SIS fornece insights sobre os atributos de marcas espec\u00edficas mantidas na mentalidade dos consumidores, especificamente dentro <\/em>\u200b<em>um ambiente fortemente competitivo onde marcas concorrentes operam em estreita proximidade<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Estimate the <a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/solucoes-de-pesquisa-quantitativa-qualitativa\/pricing-and-demand-analysis\/\" title=\"Pricing and Demand Analysis\"  data-wpil-monitor-id=\"977\">Demand Curve\u200bUnderstand how quantity demanded varies with price<\/a><\/td>\n<td width=\"399\"><em>Combinando uma estrat\u00e9gia de pre\u00e7os mais quantitativa com perfis psicogr\u00e1ficos dos consumidores, somos capazes de desenvolver uma curva de elasticidade da procura nas suas diversas marcas.<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Entenda os fatores ambientais<\/strong>\u200bAvalie prov\u00e1veis \u200b\u200ba\u00e7\u00f5es dos concorrentes, entenda as restri\u00e7\u00f5es legais, etc.\u200b<\/td>\n<td width=\"399\"><em>Captura fotogr\u00e1fica e di\u00e1ria de fatores ambientais, como lojas pr\u00f3ximas e pesquisa etnogr\u00e1fica, incluindo perfil de consumidores em lojas espec\u00edficas (por exemplo, sexo, idade, etc.)]<\/em>\u200b<\/td>\n<\/tr>\n<tr>\n<td width=\"399\"><strong>Determinar o pre\u00e7o <\/strong>\u200bUsando as informa\u00e7\u00f5es coletadas nas etapas acima, selecione um m\u00e9todo de precifica\u00e7\u00e3o, desenvolva a estrutura de precifica\u00e7\u00e3o e defina descontos.\u200b<\/td>\n<td width=\"399\"><em>Com essas informa\u00e7\u00f5es selecionadas, o SIS pretende criar recomenda\u00e7\u00f5es preliminares de pre\u00e7os para diversas marcas em estudo<\/em>\u200b<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n\n\n\n<p><span style=\"font-weight: 400;\"><br>Uma estrutura poss\u00edvel que podemos usar \u00e9 a seguinte:<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase 1 &nbsp;Secondary Research <\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">SIS conducts secondary research to uncover trends and the reasons behind certain trends. \u00a0The secondary desk research can achieve the following:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identifique e quantifique o tamanho do mercado<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Estabelece taxa de crescimento anual\/potencial de crescimento?<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identifique a segmenta\u00e7\u00e3o do mercado<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Identifique os atuais players\/concorrentes, modelo de distribui\u00e7\u00e3o dos concorrentes,<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Conduza uma an\u00e1lise SWOT do mercado total de lojas de ferragens <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Tend\u00eancia de demanda e descri\u00e7\u00e3o de \u00e1reas - (modelo de demanda)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Status de fornecimento \u2013 varejo (modelo de fornecimento)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Estabelecer a demanda efetiva l\u00edquida (integra\u00e7\u00e3o do modelo de oferta e demanda)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Previs\u00f5es de demanda - (com base nas tend\u00eancias futuras do mercado)<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Modelo de distribui\u00e7\u00e3o varejista \u2013 varejistas de materiais\/produtos de constru\u00e7\u00e3o.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Estimar lacuna ou excedente<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"> \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span style=\"font-weight: 400;\">Conduza uma an\u00e1lise de risco e mitiga\u00e7\u00e3o<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase II &nbsp;Qualitative Research<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Consumer Interviews can be done virtually or in-person. &nbsp;Another popular Qualitative research method is Focus Groups. &nbsp;This phase provides depth of knowledge into unmet customer needs and potential competitive threats. &nbsp;B2B experts can also be interviewed for insights into sales, distribution, expertise and forecasts. &nbsp;We collaborate with our clients during each process, and this can be an iterative process.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase III &nbsp;Quantitative Intercepts<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">SIS may develop a questionnaire in collaboration with our clients to understand the perceptions, behaviors and purchase decision-making process of consumers in the local markets. The surveys quantify consumer insights and allow the study to understand the prevalence of these insights. \u00a0\u00a0<\/span><\/p>\n\n\n\n<p><b>Objetivos Gerais<\/b><span style=\"font-weight: 400;\">\u200b<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Psicografia do Consumidor\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Psicografia de n\u00e3o consumidores<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Percep\u00e7\u00e3o da marca \u2013 perfil do cliente<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Non-brand Perception Non-Customer profile\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Percep\u00e7\u00f5es da marca do consumidor<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Consumer Behaviors and purchase decision making process\u200b<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Atributos da marca preferida do consumidor em rela\u00e7\u00e3o ao pre\u00e7o<\/span><\/li>\n<\/ul>\n\n\n\n<p><strong>Esta fase quantitativa fornece dados valiosos e medi\u00e7\u00f5es de: &nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Pre\u00e7os da marca<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Differences in pricing by malls, shopping centers, and other retail locations<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Compare os pre\u00e7os das marcas com marcas internas e marcas concorrentes<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Diferen\u00e7as entre segmentos de clientes<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Phase IV &nbsp;&nbsp;Pricing &amp; Strategic Analysis<\/b><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The last phase synthesizes the data collected from Phase I &#8211; III\u200b. \u00a0The core objective of this phase is to synthesize all research completed (primary and secondary) and position intelligence within a clear metrics-based framework. \u00a0Benchmarks are a key part of SIS\u2019s intelligence gathering and analysis, as this can be further leveraged for additional analysis (e.g., in future years and\/or across other countries).\u200b \u00a0<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a href=\"https:\/\/www.sisinternational.com\/pt\/about-sis\/contact-sis-international-market-research\/\">Entre em contato conosco e veja como podemos ajudar seu neg\u00f3cio a crescer.<\/a><\/h2>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>O SIS fornece pre\u00e7os de varejo abrangentes e an\u00e1lises e estrat\u00e9gias competitivas para entender os pre\u00e7os e as percep\u00e7\u00f5es da marca que os consumidores t\u00eam. \u00a0<\/p>","protected":false},"author":1,"featured_media":62510,"parent":14514,"menu_order":22,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-24000","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/24000","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=24000"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/24000\/revisions"}],"predecessor-version":[{"id":80928,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/24000\/revisions\/80928"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/14514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/62510"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=24000"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}