Implementación de Trade Marketing con personal interno de la compañía y la contratación de nuevos vendedores para fortalecer el canal tradicional de la empresa “Postres DC”

Abstract

The company “Postres DC” is a medium-sized company with 20 years in the market, which in the last 5 years has had accelerated growth thanks to its participation in the manufacture of private labels for supermarket chains in the country, the main concern of the General Management is largely dependent on sales from said channel. The objective of this study is to help the company increase its clients from the traditional channel and position its brand in the Ecuadorian market. To fulfill this purpose, the implementation of Trade Marketing with company personnel and the hiring of more salespeople is proposed as a strategy. . to strengthen the sales team, since currently the company does not maintain an adequate structure or process for the traditional channel, its efforts are concentrated on serving the modern channel. The implementation process will last 11 months and as a result it is expected to obtain a 20% growth in the customer base and a 20% growth in sales, which translates into greater profitability and growth in market share. Applying trade marketing in mass consumption products is key to strengthening the brand's presence at the point of sale, optimizing distribution, and generating a competitive advantage by aligning marketing strategies with the needs of the channel and the end consumer, thus promoting sales growth and loyalty