Citas bibligráficas
Godoy, A., (2022). Implementación de una campaña de marketing promocional en una empresa de agroquímicos para aumentar las ventas [Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/5683
Godoy, A., Implementación de una campaña de marketing promocional en una empresa de agroquímicos para aumentar las ventas []. PE: Universidad Nacional Agraria La Molina; 2022. https://hdl.handle.net/20.500.12996/5683
@misc{renati/1115038,
title = "Implementación de una campaña de marketing promocional en una empresa de agroquímicos para aumentar las ventas",
author = "Godoy Llantoy, Alondra",
publisher = "Universidad Nacional Agraria La Molina",
year = "2022"
}
The purpose of this descriptive monographic work is to show the implementation of a promotional marketing campaign to increase sales of the traditional line of business of the company Servicios y Formulaciones SA. This company makes an approximate annual turnover of 26 million, of which more than 60 percent corresponds to the traditional line where agrochemicals are marketed. In recent years, the company increased its income, but as a result of the covid-19 pandemic and the various impact factors, income in 2020 decreased. However, the traditional line increased its income in the same year, so it was decided to establish strategies that would allow the traditional line’s income to continue growing given the situation. The professional who subscribes this work, together with the marketing and sales area, planned the implementation of a promotional marketing campaign that would drive the demand for the largest number of products in the portfolio. The analysis of internal information was carried out and it was established that the campaign to be carried out would be for the cultivation of potatoes, one of the main traditional crops at the national level. The campaign consisted of seven steps from the preparation to the analysis of results. The campaign proposal was to establish promotional mix strategies through push strategies (direct sales and promotion) and pull strategies (advertising and public relations) with actions aimed at the retail channel and the end user. As a result of the campaign, 26 percent additional income was achieved compared to the previous season. With this development, it was possible to carry out the company's first marketing campaign and establish a precedent for future campaigns in other crops and strengthen the actions of the next potato seasons.
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