Trade marketing strategies for the introduction of the "mendoza coffee" product of the zaezpo micro company in the modern canal in the tia warehouses of the Tarqui parish of the city of Guayaquil

Abstract

Zaezpo, micro company dedicated to the production and distribution of food products such as: pastas, extracts and coffee concentrates with quality raw material in the province of Manabi, following the crisis caused by the pandemic Covid-19, undertook in the creation of a new brand: "Café Mendoza". The objective of this research was to propose strategies of Trade Marketing for the brand "Café Mendoza" of the micro company ZAEZPO in modern channel for the TIA Warehouses of the parish Tarqui of the city of Guayaquil, with a view to increasing the volume of sales. It is worth mentioning that the research was located in the quani-qualitative paradigm, with field research applied to consumers and wholesale distributor of Guayaquil, which justifies that it is necessary to use Trade Marketing strategies to achieve recognition in the mind of the consumer and the satisfaction of all customers.