Aplicación de las estrategias de trade marketing de marcas de snacks en la ciudad de Guayaquil.

Abstract

As a result of the pandemic, sales of snacks increased and the trend continues to this day, being these, like soft drinks, the most commercialized products in stores in Ecuador. Despite the growth of this sector in the country, Frito Lay snacks that belong to the Pepsico company have presented a reduction in their sales. For this reason, the objective was to analyze the trade marketing strategies used by the Pepsico company in the city of Guayaquil at the points of sale, to establish how they can be improved and increase sales. Therefore, a market study was carried out through exploratory research with a qualitative approach, through in-depth interview and direct observation. The main results obtained are that Pepsico's trade marketing strategies are oriented first of all to the traditional channel, without neglecting the modern channel, its strategies are based on regional ones that are adapted to the Ecuadorian market. It is concluded that the improvements of the trade marketing strategies in the modern channel should be oriented to carry out more promotions and discounts, brand promotions and participate in the promotions of the channels, while the improvements of the strategies for the traditional channel are to increase channel coverage, more promotions and tastings at points of sale.