Análisis de las estrategias de trade marketing para la línea escolar en puntos de venta de Guayaquil.

Abstract

The analysis of trade marketing strategies for the school product line in Guayaquil's retail outlets reveals the importance of adapting commercial tactics to the specific needs and preferences of local consumers. The study aims to Analyze trade marketing strategies for the school product line in Guayaquil's retail outlets as its main objective. Applying a mixed-method research methodology, analyzing both quantitative and qualitative variables, data collection was conducted through customer surveys and interviews with companies distributing school product line items in the city of Guayaquil. Results show significant demographic diversity in terms of gender, age, occupation, and educational level, emphasizing the need for personalized strategies. Key strategies identified include personalized promotions, collaborations with educational institutions, and loyalty programs. However, challenges such as maintaining consistent execution, managing aggressive competition, and differentiation in the market are faced. Enhanced logistic coordination, continuous innovation, strengthened collaborations, constant market monitoring, and a focus on customer experience are recommended. The integration of traditional and digital media is also highlighted as crucial to reaching a wider audience. In summary, success in school product trade marketing in Guayaquil requires a combination of tailored strategies, customer focus, and long-term orientation.