Análisis de las estrategias promocionales realizadas por el Grupo Norma en los supermercados del norte de Guayaquil.
Fecha
2019-09
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En el presente trabajo de investigación se analizaran las estrategias promocionales, el marketing mix y las promociones de ventas realizadas por el grupo Norma en los supermercados de EL CORAL, por limitaciones de permisos de la empresa se realizará en el almacén ubicado en el km. 2.5 vía Daule. Desde que se implementó el decimocuarto sueldo nuestro país, el periodo previo al inicio de clase o denominado periodo escolar, el balance de la oferta y demanda de los útiles escolares, también comenzó a representar una época crucial para aumentar los ingresos de las empresas que se dedican a su comercialización. Sin embargo esta situación ha generado que este mercado se vuelva más competitivo y que en los puntos de venta de estos productos, se genere una saturación información por parte de todas las marcas incluida Norma, hacia los consumidores, desembocando en ellos un bloqueo sensorial, por esta razón Norma realiza estrategias de merchandising y promociones de ventas para poder llegar primero al consumidor y/o resaltar y diferenciarse de sus principales competidores (Estilo y Bic) en las estanterías donde comparten espacio por medio de estrategias de visual merchandising.
La finalidad de este estudio es analizar cuáles fueron las acciones logísticas y de merchandising más efectivas y eficaces durante la campaña y determinar e Identificar los factores que determinaron las estrategias utilizadas en la campaña promocional de NORMA para el periodo escolar.
The present research will analyze the promotional strategies carried out by Norma at EL CORAL stores, due to the limitations of the authorization of the enterprise will be held at the store located in km. 2.5 via Daule. Since the fourteenth salary was implemented in our country, at the beginning of the previous period of class or also called school year, it represents a crucial season to increase the incomes of the enterprises which goal is the commercialization. Therefore this situation has influenced the market to become more competitive and that the selling spots of these products, generate a saturation in the information on behalf from all the brands including Norma, to the consumers, causing a sensorial blockage, for this reason Norma develops merchandising strategies and sales promotions to get the consumer’s attention and stand out among the competence (Estilo and Bic) on the shelves where they share space throughout of visual merchandising strategies. The purpose of this studio is to analyze which were the most effective strategies during the campaign and determine and identify the factors that influenced the strategies used in the promotional campaign of NORMA for the school period.
The present research will analyze the promotional strategies carried out by Norma at EL CORAL stores, due to the limitations of the authorization of the enterprise will be held at the store located in km. 2.5 via Daule. Since the fourteenth salary was implemented in our country, at the beginning of the previous period of class or also called school year, it represents a crucial season to increase the incomes of the enterprises which goal is the commercialization. Therefore this situation has influenced the market to become more competitive and that the selling spots of these products, generate a saturation in the information on behalf from all the brands including Norma, to the consumers, causing a sensorial blockage, for this reason Norma develops merchandising strategies and sales promotions to get the consumer’s attention and stand out among the competence (Estilo and Bic) on the shelves where they share space throughout of visual merchandising strategies. The purpose of this studio is to analyze which were the most effective strategies during the campaign and determine and identify the factors that influenced the strategies used in the promotional campaign of NORMA for the school period.
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MARKETING MIX, OFERTA Y DEMANDA, LOGÍSTICA, PROMOCIÓN DE VENTAS
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