Trade marketing strategy for the "biscuits by nané" product line of your bakery microenterprise in the pink parish corporation

Abstract

This research aimed to propose strategies of Trade Marketing for the product line "Biscuits By Nané" of the microenterprise Your Bakery, in the Corporación El Rosado, parish Puntilla, of the Samborondón Canton. It is a descriptive, explanatory research with a mixed qualitative quantitative approach. Based on a field research framed in a feasible project. As a data collection technique, the survey, observation and interview were used, as well as descriptive statistics as a technique of analysis of the results, the resulting sample was 383 people from a universe of 102,404 inhabitants of the canton Samborondón. The results indicate that people are unaware of the brand and the product that is offered. The strategies of Trade Marketing designed are based on the Cross merchandising, tasting of products, improvement of the visibility of the product, display with screen and advertising in social networks. With which it is sought to encourage the purchase of cookies and so the microenterprise can reach an increase in sales with a safe return on investment.