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El TRADE marketing una herramienta para el posicionamiento de marca y el incremento de ventas
(Universidad Santiago de Cali, 2020) Artunduaga García, Brian Alexis; González Marín, Carolina; Polanco Riveros, María Camila; Vargas Muñoz, Luz Angella
The manufacturer must take into account the changes in consumer trends and as the retail sector is increasingly consolidated and in many cases it is its main market, it is there that the importance of consolidating and establishing an excellent manufacturer-distributor link is born. The objective of this exploratory study using multiple cases, is to provide an opportunity to the Colombian industry as Trade Marketing allows to increase sales and improve brand positioning, establishing what it is for, how it is implemented, what are its functions and objectives. Verifying and demonstrating the effectiveness of trade marketing in the markets, the influence it has in strengthening relationships with distributors and identifying the most suitable channel for each product in the portfolio. The conclusions show the effectiveness of the trade marketing strategies studied in order to increase sales and positioning, through joint strategies between the manufacturer and distributor.