CASE SUPERVISOR D _SVED_CONQUISTANDO DIAMANTES-PLANILHA (1)

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Sheet1
		MERCADO FRIO AB	VOLUME (hl)	Jan	Fev	Mar	Abr	Mai	Jun	Jul 	Ago	Set	Out	Nov	Dez			Jan	Fev	Mar	Abr	Mai	Jun	Jul 	Ago	Set	Out	Nov	Dez
		DESENVOLVER	HEINEKEN	2,165	1,804	1,948	2,020	2,092	2,035	2,107	2,266	2,150	2,309	1,876	1,861			15%	13%	13%	14%	14%	14%	15%	16%	15%	16%	13%	13%
			CONCORRÊNCIA	12,266	12,626	12,482	12,410	12,338	12,395	12,323	12,164	12,280	12,121	12,554	12,569			85%	87%	87%	86%	86%	86%	85%	84%	85%	84%	87%	87%
		PROTEGER	HEINEKEN	1,014	1,166	1,115	1,120	1,004	973	1,002	1,001	942	968	968	968			20%	23%	22%	22%	20%	19%	20%	20%	19%	19%	19%	19%
			CONCORRÊNCIA	4,056	3,904	3,955	3,950	4,066	4,097	4,068	4,069	4,128	4,102	4,102	4,102			80%	77%	78%	78%	80%	81%	80%	80%	81%	81%	81%	81%
				19,501	19,500	19,500	19,500	19,500	19,500	19,500	19,500	19,500	19,500	19,500	19,500
		FORÇA TÁTICA	VOLUME (hl)	 Jan 	 Fev 	 Mar 	 Abr 	 Mai 	 Jun 	 Jul 	 Ago 	 Set 	 Out 	 Nov 	 Dez 			Jan	Fev	Mar	Abr	Mai	Jun	Jul 	Ago	Set	Out	Nov	Dez
		DESENVOLVER	HEINEKEN	3,132	2,610	2,819	2,923	3,028	2,944	3,048	3,278	3,111	3,341	2,714	2,694			15%	13%	14%	14%	15%	14%	15%	16%	15%	16%	13%	13%
			CONCORRÊNCIA	17,748	18,270	18,061	17,957	17,852	17,936	17,832	17,602	17,769	17,539	18,166	18,186			85%	88%	86%	86%	85%	86%	85%	84%	85%	84%	87%	87%
		PROTEGER	HEINEKEN	624	718	686	690	618	599	617	616	579	596	577	530			20%	23%	22%	22%	20%	19%	20%	20%	19%	19%	18%	17%
			CONCORRÊNCIA	2,496	2,402	2,434	2,430	2,502	2,521	2,503	2,504	2,541	2,524	2,543	2,590			80%	77%	78%	78%	80%	81%	80%	80%	81%	81%	82%	83%
				24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000
		AUTOSSERVIÇO	VOLUME (hl)	 Jan 	 Fev 	 Mar 	 Abr 	 Mai 	 Jun 	 Jul 	 Ago 	 Set 	 Out 	 Nov 	 Dez 			Jan	Fev	Mar	Abr	Mai	Jun	Jul 	Ago	Set	Out	Nov	Dez
		DESENVOLVER	HEINEKEN	4,388	3,656	3,949	4,095	4,241	4,124	4,271	4,592	4,358	4,680	3,803	3,773			15%	12%	14%	14%	14%	14%	15%	16%	15%	16%	13%	13%
			CONCORRÊNCIA	24,863	25,594	25,301	25,155	25,009	25,126	24,980	24,658	24,892	24,570	25,448	25,477			85%	88%	86%	86%	86%	86%	85%	84%	85%	84%	87%	87%
		PROTEGER	HEINEKEN	1,950	2,243	2,145	2,155	1,931	1,872	1,927	1,925	1,811	1,862	1,872	1,882			20%	23%	22%	22%	20%	19%	20%	20%	19%	19%	19%	19%
			CONCORRÊNCIA	7,800	7,508	7,605	7,595	7,820	7,878	7,823	7,825	7,939	7,888	7,878	7,868			80%	77%	78%	78%	80%	81%	80%	80%	81%	81%	81%	81%
				39,001	39,001	39,000	39,000	39,001	39,000	39,001	39,000	39,000	39,000	39,001	39,000
		ADEGA	VOLUME (hl)	Jan	Fev	Mar	Abr	Mai	Jun	Jul	Ago	Set	Out	Nov	Dez			Jan	Fev	Mar	Abr	Mai	Jun	Jul 	Ago	Set	Out	Nov	Dez
		DESENVOLVER	HEINEKEN	7,560	6,300	6,804	7,056	7,308	7,106	7,358	7,913	7,510	8,064	6,552	6,502			15%	13%	14%	14%	15%	14%	15%	16%	15%	16%	13%	13%
			CONCORRÊNCIA	42,840	44,100	43,596	43,344	43,092	43,294	43,042	42,487	42,890	42,336	43,848	43,898			85%	88%	87%	86%	86%	86%	85%	84%	85%	84%	87%	87%
		PROTEGER	HEINEKEN	1,920	2,208	2,112	2,122	1,901	1,843	1,898	1,895	1,783	1,824	1,632	1,642			20%	23%	22%	22%	20%	19%	20%	20%	19%	19%	17%	17%
			CONCORRÊNCIA	7,680	7,392	7,488	7,478	7,699	7,757	7,702	7,705	7,817	7,776	7,968	7,958			80%	77%	78%	78%	80%	81%	80%	80%	81%	81%	83%	83%
				60,000	60,000	60,000	60,000	60,000	60,000	60,000	60,000	60,000	60,000	60,000	60,000
		LOJAS DE CONVENIÊNCIA	VOLUME (hl)	Jan	Fev	Mar	Abr	Mai	Jun	Jul	Ago	Set	Out	Nov	Dez			Jan	Fev	Mar	Abr	Mai	Jun	Jul 	Ago	Set	Out	Nov	Dez
		DESENVOLVER	HEINEKEN	923	769	830	861	892	867	898	966	916	984	800	793			15%	13%	13%	14%	15%	14%	15%	16%	15%	16%	13%	13%
			CONCORRÊNCIA	5,228	5,381	5,320	5,289	5,258	5,283	5,252	5,184	5,234	5,166	5,351	5,357			85%	87%	87%	86%	85%	86%	85%	84%	85%	84%	87%	87%
		PROTEGER	HEINEKEN	270	311	297	298	267	259	267	266	251	258	258	258			20%	23%	22%	22%	20%	19%	20%	20%	19%	19%	19%	19%
			CONCORRÊNCIA	1,080	1,040	1,053	1,052	1,083	1,091	1,083	1,084	1,099	1,092	1,092	1,092			80%	77%	78%	78%	80%	81%	80%	80%	81%	81%	81%	81%
				7,501	7,501	7,500	7,500	7,500	7,500	7,500	7,500	7,500	7,500	7,501	7,500
		Obs: Dados fictícios e não refletem a realidade de qualquer OV
		Concorrência = Todas as outras marcas cervejeiras, exceto Heineken (Portfolio Schin e Heineken)
		13			economy	3.4	2.8		-18%
		60	22%		devassa	4.5	3.8		-16%
RACIONAL FRIO AB
	MERCADO FRIO AB
	>>> INVESTIR EM MERCHANDISING E NOVOS CONTRATOS - % DO FATURAMENTO
	MERCADO FRIO AB	VOLUME (hl)	Jan	Fev	Mar	Abr	Mai	Jun	Jul 	Ago	Set	Out	Nov	Dez
	DESENVOLVER	HEINEKEN	2,165	1,804	1,948	2,020	2,092	2,035	2,107	2,266	2,150	2,309	1,876	1,861
		CONCORRÊNCIA	12,266	12,626	12,482	12,410	12,338	12,395	12,323	12,164	12,280	12,121	12,554	12,569
	PROTEGER	HEINEKEN	1,014	1,166	1,115	1,120	1,004	973	1,002	1,001	942	968	968	968
		CONCORRÊNCIA	4,056	3,904	3,955	3,950	4,066	4,097	4,068	4,069	4,128	4,102	4,102	4,102
			19,501	19,500	19,500	19,500	19,500	19,500	19,500	19,500	19,500	19,500	19,500	19,500
		HEINEKEN	LAMBEV	METROPOLIS	PART% ESTIMADA
	DESCARTÁVEIS	2.9	1.9	2.4	30%
	EISENBAHN	5	5.4	5	70%
		VOLUME TT	LN	JUN A AGO REAL	% PART.	OBJETIVO SHARE	JUN A AGO OBJ	FOCO DE INVETIMENTO 80/20	CUSTO
		DESENVOLVER	HEINEKEN	549,257	15%	20%	742,114	593,691	R$ 172,170.51	10% FAT
			CONCORRÊNCIA	3,161,314
		PROTEGER	HEINEKEN	255,086	20%	20%	260,743	208,594	R$ 30,246.17	5% FAT
			CONCORRÊNCIA	1,048,629
		VOLUME TT	GARRAFAS 600ML	JUN A AGO REAL	% PART.	OBJETIVO SHARE	JUN A AGO OBJ	FOCO DE INVETIMENTO 80/20	CUSTO
		DESENVOLVER	HEINEKEN	747,600	15%	20%	1,010,100	808,080	R$ 404,040.00	10% FAT
			CONCORRÊNCIA	4,302,900
		PROTEGER	HEINEKEN	347,200	20%	20%	354,900	283,920	R$ 70,980.00	5% FAT
			CONCORRÊNCIA	1,427,300
									R$ 677,436.69
				FATURAMENTO			NOVO FATURAMENTO		% INVESTIMENTO
				R$ 7,806,594.29			R$ 9,733,285.71		7%
							ACRESCIMO DO FATURAMENTO	ACRESCIMO EM %
							R$ 1,926,691.43	25%
							ROI
							184%
RACIONAL F TATICA
		FORÇA TÁTICA
		>>> Rebaixa de 15% no preço das Maisntrame, combate a Grhama Duplo Malte
			HEINEKEN	LAMBEV	METROPOLIS
		DEVASSA 600ML	R$ 4.50	R$ 3.80	R$ 4.80
		DIFERENÇA %		-16%	7%
		FORÇA TÁTICA	VOLUME (hl)	 Jan 	 Fev 	 Mar 	 Abr 		 Mai 	 Jun 	 Jul 	 Ago 	 Set 	 Out 	 Nov 	 Dez 
		DESENVOLVER	HEINEKEN	3,132	2,610	2,819	2,923		3,028	2,944	3,048	3,278	3,111	3,341	2,714	2,694
			CONCORRÊNCIA	17,748	18,270	18,061	17,957		17,852	17,936	17,832	17,602	17,769	17,539	18,166	18,186
		PROTEGER	HEINEKEN	624	718	686	690		618	599	617	616	579	596	577	530
			CONCORRÊNCIA	2,496	2,402	2,434	2,430		2,502	2,521	2,503	2,504	2,541	2,524	2,543	2,590
				24,000	24,000	24,000	24,000		24,000	24,000	24,000	24,000	24,000	24,000	24,000	24,000
		Proposta Rebaixa de 15% de Jun a Ago			R$ 0.65	POR GARRAFA 600ML	100 venda x 17 bonifica	PREÇO PROMO 	R$ 3.85
		VOLUME TT	GARRAFAS 600ML	JUN A AGO REAL	% PART.	OBJETIVO SHARE	JUN A AGO OBJ	FOCO DE INVETIMENTO 80/20	CUSTO
		DESENVOLVER	HEINEKEN	1,545,000	15%	25%	2,610,000	2,088,000	R$ 1,357,200.00
			CONCORRÊNCIA	8,895,000
		PROTEGER	HEINEKEN	305,333	20%	25%	390,000	312,000	R$ 202,800.00
			CONCORRÊNCIA	1,254,667
							3,000,000		R$ 1,560,000.00
				FATURAMENTO			NOVO FATURAMENTO		% INVESTIMENTO
				R$ 8,326,500.00			R$ 11,550,000.00		14%
							ACRESCIMO DO FATURAMENTO	ACRESCIMO EM %
							R$ 3,223,500.00	39%
							ROI
							107%