Estrategias de Trade marketing para el Gruppo Salinas de Guaranda Caso específico ·Quesos El Salinerito.

Abstract

The aim of this research was to determine and verify that a suitable application of the Trade Marketing is relevant in order to increase the sales volume of the different products that the “Gruppo Salinas” offers, especially the cheese “EL SALINERITO”. Thus, to obtain an increase in sales and profits for the group, with a better and efficient relationship among the staff, Administrative, Commercial, Distributors and Clients in general. Trade marketing strategies were created to encompass the fields of Mix Marketing (product, price, market promotion) without ignoring the Benchmarking, Policies and Practices of CRM through the use of social networks and the institutional website. A gradual rise in the sales volume of the Salinas Group was achieved by 20% per year. The Trade Marketing strategies applied were: Traficc-Building, Merchandising, Negotiation with The Category manager, ECR (Efficient-Consumer-Response). The Merchandising strategies are: Point of Purchase (POP), Big Promos, Flanking, Coverage. It is recommended to create a training calendar aimed at the Administrative and Commercial Operative personnel with topics in the Business, Personal, Operational field. Create new points of sale based on the prestige of the “El Salinerito” brand without neglecting the sales impulse, tasting, participation in promotional events, gastronomic fairs, special cheese fairs, designing Physical and electronic catalogs not currently used by the staff operative, to create updated POP material, to design fixed and mobile exhibitors with effective and permanent Coaching and Mentoring.