Estrategias de trade marketing para potencializar la exhibición de crem helado en la categoría take home y scooping en los almacenes jumbo de Bogotá

Abstract

This work is carried out with the purpose of presenting a Trade Marketing strategy in which we rely on merchandising for the company Meals de Colombia with the brand Crem Helado for the year 2018, in which we propose to generate a strategy to improve the exhibition at the point of sale and thus achieve the attraction of new customers and rotation of the products. Jumbo warehouses were chosen from the city of Bogotá as it is a warehouse with a significant presence in the market. After the observation at each point of sale, the little merchandising support with the Take Home and Scooping line from Crem Helado was evident and that is why we found the need to carry out a strategy to achieve its objectives. Through these actions, it will be possible for the company to position itself in the minds of consumers and be the first purchase option in the points of sale, for this reason Meals de Colombia needs to improve its exhibition with merchandising support in order to remain in the market that day by day it becomes more competitive to excel with products of excellent quality. Taking into account this information will start with the development of the work to achieve the proposed goal, implementing strategies for the development of the work of the seminar that allows the category Take Home and Scooping improve their visibility and recognition of this category in the Jumbo stores from Bogota.