Estrategias de trade marketing para aumentar la rotación de powerade en los autoservicios independientes en la localidad de Tunjuelito

Abstract

This investigation was carried out in the supermarkets of the Tunjuelito locality in the City of Bogotá and whose spaces have a display of moisturizing products, among them the POWERADE - Product under study, which belongs to the Coca-Cola Femsa company. It is understood as a moisturizing beverage, that which has the purpose of providing a feeling of well-being and rehydration. Normally these drinks are consumed among the population that performs physical activity for the purpose of recovering the essential salts losses during and after exercise. Some people also consume it to refresh themselves after making a physical effort in their daily tasks.

To this, the research team conducted a detailed study of the sales of the Powerade product in Bogota during the years 2016 and 2017, delivering as a result a large decrease in sales and rotation of the Powerade product in the five most important supermarkets for the company Coca-Cola femsa from the locality of Tunjuelito, evidencing a decrease in sales of -12%. According to the results, it is decided to implement a series of trade marketing, merchandising and sales promotion strategies that allow Powerade to increase sales, turnover, improve its participation, increase visual impact supported by good communication that highlights product benefits and its promise of value, taking into account the properties of the product, given that "POWERADE RECAPS TWO TIMES FASTER THE ESSENTIAL SALTS LOST DURING PHYSICAL ACTIVITY THANKS TO ITS FOUR IONS (calcium, potassium, phosphorus and magnesium).

Likewise, the research team proposes sales strategies aimed at achieving greater visibility at the point of sale, increasing product promotions, encouraging the customer to consume the product through different activities, variety of the product (sizes, flavors), improve the lines of exhibition, among others that will make the product increase its rotation. Keywords: Powerade, trade marketing strategies, merchandising, strategies, sales.

that performs physical activity for the purpose of recovering the essential salts losses during and after exercise. Some people also consume it to refresh themselves after making a physical effort in their daily tasks.