Análisis de estrategias de Trade Marketing para el posicionamiento de bebidas gaseosas en Guayaquil, año 2021

Abstract

The strategies serve so that companies have competitiveness among themselves and thus can emerge and establish themselves in the given market, their main objective is to analyze Trade Marketing strategies for the positioning of soft drinks in Guayaquil. The study has a descriptive approach, so interviews with officials in the commercial area were used as a tool, both in bottlers and supermarket staff, a non-experimental and cross-sectional approach is presented, so a survey of 384 people between 15 and 65 years of age in the city of Guayaquil will be surveyed. As a result it is observed that the people who consume the most are young and supermarkets decide to use strategies such as prices and perching to obtain more sales. Finally, it could be concluded that a good management of strategies is necessary, such as discount areas since many of its customers are attracted to low prices