Browsing by Author "Villada Valencia, Paula Andrea"

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    Estrategias de Promoción y Merchandising para la marca Balance en el canal moderno
    Cruz González, Cesar Javier; Cruz Páez, Yinneth Lorena; Villada Valencia, Paula Andrea; Ospina Estupiñan, Héctor Rodrigo
    The proposal of promotion plan and exhibition strategies for the brand balance in the modern channel has been elaborated in order to find actions that allow to increase the rotation in the third quarter of the year 2018 without continuing in a dynamic of high discounts and extra offers - content handled by all manufacturers of the category in recent years. This situation has been generated by the growth of the sale of deodorants in the multilevel format, by the desire of multinational companies to increase their turnover by overcoming their competitors by attracting new customers and increasing product placement in homes. For these reasons, the objective of the plan is to generate direct interaction with the brand's customers at the point of sale, bring them closer to the benefits of the products through sports activities that generate memorable experiences obeying a global lifestyle trend mega fitness.