Estrategias de trade marketing, promoción de ventas y merchandising para aumentar las ventas del champú embrión de pato de 850 ml en los almacenes éxito, jumbo, y olímpica

Abstract

The present case study work consists of the analysis of the low rotation of the product Embryo Shampoo of Duck of the company Laboratories Lissia. The research question of the work is based on how to increase sales of 850 ml duck embryo shampoo in the stores; Success, jumbo and Olympic, for people between 30 to 50 years of strata 1,2 and 3. A campaign of trade marketing, sales promotion and merchandising is carried out. with a duration of one year, focused on a strategy contemplating the previously contemplated variables seeking a benefit between the chain stores and consumers where the win is achieved for the parties; to publicize the product and its benefits. This campaign will cost $ 109,224,280. one hundred nine million two hundred twenty-four thousand two hundred and eighty pesos m / cte, with which it is intended to achieve a 19% annual increase in sales. The analysis made to the sales of the product has presented a decrease of fiscal year 2016 and 2017 by 19%, affecting sales significantly, the main drawback is that the product is not recognized and there is not a good supply of it in the stores Chain, additional.