Estrategia de Trade Marketing para incrementar las ventas de Colanta en la categoría lácteos en almacenes Zapatoca ciudad de Bogotá

Abstract

Colanta is recognized as the leader brand at the milk market in Colombia as a result of innovation, trajectory and high quality standards. Colanta has a diversified portfolio of products and it is one of the enterprises with best technology in the country which means being able to answer an increasingly and demanding market. Seeking to maintain leadership it is suggested to implement Trade Marketing strategies with the porpouse of building up brand positioning and increase sales at Zapata’s supermarket chain. Based on the visits to the different stores it is detected the need to study the case of a milk known brand in Colombia in a supper markets chain stores which is growing in Bogota.

Sampling was carried out at the Zapatoca s’points of sale, as a result of this research topics were found which can be studied to understand problems related. To low turnover in the category, low sales level, low coding, which means low financial returns not only for Colanta but also to Zapatoca. The research project is carried out at the milk category taking into account the leadership that the brand has in other channels in the city of Bogotá.