Elaboración de un modelo de trade marketing para la comercialización de productos de consumo masivo a través de distribuidores independientes aplicado a la Empresa Disnac S.A. (sucursal Cuenca)

Abstract

This researchaims todevelop a modelofTradeMarketingwhichis the part ofspecializedmarketingdistribution channels, applied forBranchWatershedDISNACCompanySAIn the first instancea market studywasperformed to determinethe differentvariablesof the independentdistributionbranchas: coverage levels, acceptance of the brand,company recognition, frequency of visits, tastes and preferences of consumers,oncecompletedthis studya model ofTradeMarketingto increasemarket shareof the most representativeof the companybrandoutletsis proposed, as well as optimizingexisting routesto improve coverageand increasesales,providetoolsand materials needed(exhibitors) inthe most profitable areasof the branchfor promotingbrandsin differentoutletsbased onmerchandisingtechniques. Upon completion of thisstudyactions andstrategiesarisespromotion and advertisingtoincrease recognition ofcorporate imageof the companyand itsbrandsDisnacSnacksby 35% in the first half of the year, by deliveringPOPmaterialmedia advertisingcampaignsand socialnetworks.