Estrategias para alcanzar la distribución numérica del 25% en la marca Don Maíz, en el canal tradicional, para el año 2021 en la distribuidora R&M

Abstract

In 2017 Alpina decided to acquire the category of Arepas Don Maíz, with which it intends to diversify its portfolio. Currently, the company manufactures and markets five types of arepas: • Arepas antioqueñas. • Arepas of chia and seeds. • Arepas quesuditas. • Stuffed arepas. • Arepas of yucca. The main competitors of Arepas Don Maiz are: Arepas El Carriel, Sary and Doña Paisa. Alpina has four distributors in the city of Bogotá, however, the present project is focused on The distributor R&M, has a current data of 10,500 customers, of which only 1007 (9.61%) customers are being sold on average, from this information it is decided to implement the general objective; it is necessary to increase the numerical distribution and sales of the traditional channel, with pull and push strategies that seek to attract the final consumer to the brand and that includes the stakeholders. The improvement plan was developed based on the numerical distribution of the year 2017 (3%) and the behavior of the sales from 2017, the management of the traditional channel and the market share, data that allowed to establish a 360 proposal according to the needs of the company and that will contribute to the fulfillment of the proposed objectives. The proposed investment in the improvement plan aims to activate the tactical plan, which will allow increasing sales (8%), achieving the projected numerical distribution (25%) and thus generating profitability to achieve the proposed objectives.