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Trade marketing as a business positioning strategy

Abstract:

Trade marketing emerges as an essential strategy to integrate the areas of merchandising and sales, giving companies the ability to excel and become the market's preference. In Ecuador, companies that seek to position their brand, implement this strategy generating competitive advantage. In this context is the craft beer industry, which despite showing constant growth against industrialized products, many of these small businesses end up breaking due to their weak market positioning. The objective of this article is to analyze the use of trade marketing in order to differentiate and position themselves against other brands of craft beer in the Urdesa area of Guayaquil, Ecuador. The applied methodology responds to an exploratory-descriptive investigation, analyzing the aspects determined by the four pillars of said strategy. Among the results, the lack of importance in the development of promotional strategies stands out, causing potential customers not to identify the product effectively, and therefore the rotation in the points of sale decreases. It is concluded that it is necessary to define distribution channels, intelligence systems, identify and implement pull and push strategies; and finally merchandising, to achieve a better positioning.