Effect of price and in-store promotion on sales: a study of distinct regions in an emerging market

Increasing competition caused by globalization, high growth of some emerging markets and stagnation of developed economies motivate Consumer Packaged Goods (CPGs) manufacturers to drive their attention to emerging markets. These companies are expected to adapt their marketing activities to the particularities of these markets in order to succeed. In a country classified as emerging market, regions are not alike and some contrasts can be identified. In addition, divergences of marketing variables effect can also be observed in the different retail formats. The retail formats in emerging markets can be segregated in chain self-service and traditional full-service. Thus, understanding the effectiveness of marketing mix not only in country aggregated level data can be an important contribution. Inasmuch as companies aim to generate profits from emerging markets, price is an important marketing variable in the process of creating competitive advantage. Along with price, promotional variables such as in-store displays and price cut are often viewed as temporary incentives to increase short-term sales. Managers defend the usage of promotions as being the most reliable and fastest manner to increase sales and then short-term profits. However, some authors alert about sales promotions disadvantages; mainly in the long-term. This study investigates the effect of price and in-store promotions on sales volume in different regions within an emerging market. The database used is at SKU level for juice, being segregated in the Brazilian northeast and southeast regions and corresponding to the period from January 2011 to January 2013. The methodological approach is descriptive quantitative involving validation tests, application of multivariate and temporal series analysis method. The Vector-Autoregressive (VAR) model was used to perform the analysis. Results suggest similar price sensitivity in the northeast and southeast region and greater in-store promotion sensitivity in the northeast. Price reductions show negative results in the long-term (persistent sales in six months) and in-store promotion, positive results. In-store promotion shows no significant influence on sales in chain self-service stores while price demonstrates no relevant impact on sales in traditional full-service stores. Hence, this study contributes to the business environment for companies wishing to manage price and sales promotions for consumer brands in regions with different features within an emerging market. As a theoretical contribution, this study fills an academic gap providing a dedicated price and sales promotion study to contrast regions in an emerging market.

Eficiência e razão de hedge: uma análise dos mercados futuro brasileiros de boi, café, etanol, milho e soja

This research aims to investigate the Hedge Efficiency and Optimal Hedge Ratio for the future market of cattle, coffee, ethanol, corn and soybean. This paper uses the Optimal Hedge Ratio and Hedge Effectiveness through multivariate GARCH models with error correction, attempting to the possible phenomenon of Optimal Hedge Ratio differential during the crop and intercrop period. The Optimal Hedge Ratio must be bigger in the intercrop period due to the uncertainty related to a possible supply shock (LAZZARINI, 2010). Among the future contracts studied in this research, the coffee, ethanol and soybean contracts were not object of this phenomenon investigation, yet. Furthermore, the corn and ethanol contracts were not object of researches which deal with Dynamic Hedging Strategy. This paper distinguishes itself for including the GARCH model with error correction, which it was never considered when the possible Optimal Hedge Ratio differential during the crop and intercrop period were investigated. The commodities quotation were used as future price in the market future of BM&FBOVESPA and as spot market, the CEPEA index, in the period from May 2010 to June 2013 to cattle, coffee, ethanol and corn, and to August 2012 to soybean, with daily frequency. Similar results were achieved for all the commodities. There is a long term relationship among the spot market and future market, bicausality and the spot market and future market of cattle, coffee, ethanol and corn, and unicausality of the future price of soybean on spot price. The Optimal Hedge Ratio was estimated from three different strategies: linear regression by MQO, BEKK-GARCH diagonal model, and BEKK-GARCH diagonal with intercrop dummy. The MQO regression model, pointed out the Hedge inefficiency, taking into consideration that the Optimal Hedge presented was too low. The second model represents the strategy of dynamic hedge, which collected time variations in the Optimal Hedge. The last Hedge strategy did not detect Optimal Hedge Ratio differential between the crop and intercrop period, therefore, unlikely what they expected, the investor do not need increase his/her investment in the future market during the intercrop

Calli induction in leaf explants of coffee elite genotypes

Visando a alcançar alta eficiência na indução de calos a partir de explantes foliares de plantas matrizes de C. arabica com alta heterozigose, por meio da embriogênese somática indireta, foram instalados três experimentos. O primeiro experimento foi conduzido em esquema fatorial 2x5, constituído de dois meios de cultura (BOXTEL & BERTHOULY, 1996 e TEIXEIRA et al., 2004) e cinco genótipos de C. arabica. No segundo experimento, foi avaliado o potencial de produção de calos embriogênicos em 10 genótipos, sendo cada genótipo considerado como um tratamento e, no terceiro experimento, foram avaliadas as variações nas concentrações de 2.4-D (2,5 e 20µM) e 2-iP (2,5 e 20µM) nos meios primário e secundário de TEIXEIRA et al. (2004). As culturas foram mantidas a 25oC, sob obscuridade. Para os genótipos 2.2 e 7.2, verificou-se a superioridade do meio de cultura Teixeira et al. (2004) em relação ao meio BOXTEL & BERTHOULY (1996). No genótipo 4.2, observou-se o comportamento inverso, ou seja, a superioridade do meio BOXTEL & BERTHOULY (1996). Os genótipos 3.0 e 5.0 apresentaram o mesmo comportamento em ambos os meios de cultura estudados, evidenciando que a produção de embriões somáticos é fortemente dependente do genótipo. A indução de calos depende da relação de 2-iP e 2.4-D. A combinação de 20.0µM of 2.4-D e 20.0µM of 2-iP promoveu a maior porcentagem de indução de calos embriogênicos.

Sourgrass densities affecting the initial growth and macronutrient content of coffee plants

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Hormesis with glyphosate depends on coffee growth stage

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Physiological dose response of coffee (Coffea arabica L.) plants to glyphosate depends on growth stage

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Weed interference on coffee fruit production during a four-year investigation after planting

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Brazilian coffee genome project: an EST-based genomic resource

O café é um dos principais produtos agrícolas, sendo considerado o segundo item em importância do comércio internacional de commodities. O gênero Coffea pertence à família Rubiaceae que também inclui outras plantas importantes. Este gênero contém aproximadamente 100 espécies, mas a produção comercial é baseada somente em duas espécies, Coffea arabica e Coffea canephora, que representam aproximadamente 70 % e 30 % do mercado total de café, respectivamente. O Projeto Genoma Café Brasileiro foi desenvolvido com o objetivo de disponibilizar os modernos recursos da genômica à comunidade científica e aos diferentes segmentos da cadeia produtiva do café. Para isso, foram seqüenciados 214.964 clones escolhidos aleatoriamente de 37 bibliotecas de cDNA de C. arabica, C. canephora e C. racemosa representando estádios específicos do desenvolvimento de células e de tecidos do cafeeiro, resultando em 130.792, 12.381 e 10.566 seqüências de cada espécie, respectivamente, após processo de trimagem. Os ESTs foram agrupados em 17.982 contigs e em 32.155 singletons. A comparação destas seqüências pelo programa BLAST revelou que 22 % não tiveram nenhuma similaridade significativa às seqüências no banco de dados do National Center for Biotechnology Information (de função conhecida ou desconhecida). A base de dados de ESTs do cafeeiro resultou na identificação de cerca de 33.000 unigenes diferentes. Os resultados de anotação das seqüências foram armazenados em base de dados online em http://www.lge.ibi.unicamp.br/cafe. Os recursos desenvolvidos por este projeto disponibilizam ferramentas genéticas e genômicas que podem ser decisivas para a sustentabilidade, a competitividade e a futura viabilidade da agroindústria cafeeira nos mercados interno e externo.

Causas de variação nos preços de bovinos nelore elite no Brasil

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Description and key to the fifth-instars of some Cicadas (Hemiptera: Cicadidae) associated with coffee plants in Brazil

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Oviposition of Quesada gigas (Hemiptera: Cicadidae) in coffee plants

Branches of coffee-plant were collected in Sao Sebastiao do Paraiso County, Minas Gerais State, at the Experimental Station of the Agricultural Research Company (Empresa de Pesquisa Agropecuaria de Minas Gerais - EPAMIG), with the aim of studying various aspects of oviposition by Quesada gigas (Hemiptera: Cicadidae). The number of branches with Q. gigas egg nests was analyzed, as well as the number of nests per branch, the eggs per nest and the diameter of the egg nest location on the branch. The preference for oviposition either on alive or dry branches and the size of the egg were assessed. Egg-laying occurred only on dry branches. The mean of the branch diameter on which the egg nests occurred was 2.5 +/- 0.53 mm. The number of eggs per nest averaged 13.2 +/- 4.9, and the number of egg nests per branch was 2.2 +/- 1.74. The eggs were 1.9 +/- 0.08 mm long by 0.5 +/- 0.04 mm wide. The largest diameters of the branches containing egg nests were found on the upper third of the trees, as well as the greatest amount of branches with egg nests, of egg nests per branch and of eggs per nest. The correlation relationship between all of the experiment variables was positive.

Description of new cicada species associated with the coffee plant and an identification key for the species of Fidicinoides (Hemiptera: Cicadidae) from Brazil

The genus Fidicinoides Boulard & Martinelli is characterized by its partially exposed timbal, not totally covered by the meta-scutellar plate as occurs in Fidicina Amyot & Serville, and has an extensive geographic distribution in Central and South America. In this work a new species for the genus is described. Fidicinoides sarutaiensis Santos, Martinelli & Maccagnan sp. n. is a medium-sized cicada, with the collected and studied specimens associated with coffee (Coffee arabica L.), in the municipality of Sarutaia, in the southeast region of São Paulo state. The species F. glauca (Goding, 1925) and F. viridifemur (Walker, 1850) are transferred to Dorisiana. An identification key for the Fidicinoides species of Brazil is also proposed.

Irrigação e certificação da cafeicultura na Região Centro-Oeste de São Paulo

An unsatisfactory profitability has led to the gradual decline of the coffee plantations in São Paulo. Among the alternatives that arise for solving this problem, two stand out: the irrigation of crops and certification of properties. Even in areas considered suitable for cultivation of arabica coffee (Coffea arabica L.), the use of irrigation can promote an increase in grain yield. In addition, the product certification promotes their differentiation in the market and can improve the economic results of the activity. This study aimed to evaluate the development and productivity of coffee crops subjected to irrigation or not, comparing economic data in the marketing of coffee certified or not, under the conditions of the mid-west region of São Paulo state. The field experimental design was in randomized blocks with two treatments (with and without drip irrigation) and ten repetitions. The costs of production and profitability by selling the final product were calculated. The irrigation increased the development and productivity of coffee. The return on investment took place after the third harvest. Irrigation combined with the sale of certified coffee provided financial balance 1,192% higher than the coffee is not irrigated and non-certified.

Coffee leaf and stem anatomy under boron deficiency

A deficiência de B é muito comum nos cafezais brasileiros, mas as respostas do cafeeiro ao B têm sido erráticas, dependendo do ano, do modo e época de aplicação e, ainda, da fonte de B empregada. Um melhor entendimento dos efeitos do B na fisiologia e anatomia do cafeeiro é importante para o desenvolvimento de um programa racional de adubação boratada, uma vez que a anatomia da planta pode influenciar a translocação do nutriente. Neste experimento, plantas de dois cultivares foram cultivadas em soluções nutritivas com 0,0 (deficiente), 5,0 (adequado) e 25,0 µM (alto) de B. Quando os primeiros sintomas de deficiência apareceram, as folhas foram cortadas e tiveram suas paredes celulares isoladas e analisadas quanto aos teores de B e Ca. Cortes foram feitos em folhas novas e no ápice de ponteiros e fotografados em microscópio eletrônico de varredura. A resposta dos dois cultivares ao B foi semelhante, não tendo sido observados sintomas de toxidez. O teor de B nas paredes celulares foi aumentado com o incremento da concentração desse elemento na solução, enquanto o teor de Ca não foi afetado. A relação Ca/B decresceu com o aumento da concentração de B na solução. Com deficiência de B, os tecidos vasculares foram desorganizados e as paredes do xilema ficaram mais finas. Folhas de café com deficiência deste nutriente apresentaram menos estômatos, os quais se encontravam.