How much to the distribution of the product until the point-of-sales and its exposition, Kotler and Keller (2006) they explain that she is necessary that it is carried through in adjusted, efficient way and with the lesser possible cost. In the sales point, the form and the place as the product are displayed can be basic for the success of the sales. Another tool of the mix of marketing is the promotion, that, for Kotler and Keller (2006), says respect to a set of comunicacionais tools used to stimulate the consumption. Amongst them, the advertising can be cited/propaganda, action of spreading in the sales point, samples gratis, discountings, toasts, among others, being able to be used to reach new consumers and to fidelizar and/or to premiar its old customers. Kotler and Keller (2006) also affirm that the promotion can benefit to manufacturers (guiding on the existing demand and prices to be practised) and customers (presenting new options of products). The product for Kotler (1998, P. 28) ‘ ‘ he is something that can be offered to satisfy to a necessity or desejo’ ‘ , and the consumers with priority choose a product due to its quality or its innovation. Already for Shimoyama and Zela (2002), the product has the obligation to reach the expectations of the consumer, as well as satisfying to its necessities.
To guarantee the marketing success of a product, Snake (1997) affirms that it is necessary to have the certain product, in the time and the certain market. A marketing strategy that can be used for the differentiation of the product is the variation of personages or prints, as the Boticrio happened with the cosmetic company to to launch a new line of xampus infantile.