Citas bibligráficas
Monteza, B., (2024). Caso de estudio: implementación de una campaña de canje en punto de venta tradicional como herramienta de incremento de ventas para la categoría de rones en una empresa de elaboración y comercialización de bebidas alcohólicas [Universidad de Lima]. https://hdl.handle.net/20.500.12724/21063
Monteza, B., Caso de estudio: implementación de una campaña de canje en punto de venta tradicional como herramienta de incremento de ventas para la categoría de rones en una empresa de elaboración y comercialización de bebidas alcohólicas []. PE: Universidad de Lima; 2024. https://hdl.handle.net/20.500.12724/21063
@misc{renati/1437212,
title = "Caso de estudio: implementación de una campaña de canje en punto de venta tradicional como herramienta de incremento de ventas para la categoría de rones en una empresa de elaboración y comercialización de bebidas alcohólicas",
author = "Monteza Mesones, Bruno Armando",
publisher = "Universidad de Lima",
year = "2024"
}
This work becomes relevant, because it will allow us to evaluate the effectiveness of an important sales promotion that is the exchange or gift as a campaign to increase sales and profitability in a Peruvian company for the production and selling of alcoholic beverages. The pandemic brought with it many changes in different industries nationally and internationally. The Peruvian alcoholic beverages industry faced many challenges, including digitalization, premiumization and the influence of imported brands on the Peruvian consumer. All of this led to companies in the sector seeking to implement different actions that will keep them competitive in the market. The Peruvian alcoholic beverage company that is the subject of the case study faced a significant decrease in sales in strategic areas despite its track record, positioning and superior quality. However, a marketing action that consisted of a sales promotion: exchanges or gifts was effectively implemented. This campaign focused on the affected areas was developed meticulously and with the necessary follow-up to increase sales and profits, and thus have positive results for the company. The following chapters will detail the context of the case study focused on the alcoholic beverage industry and the changes that have occurred since the pandemic, the description of the problem, the theoretical framework that takes into account basic concepts that are addressed in the case, the exchange campaign that was carried out to reverse a decrease in sales, the analysis of results and the effectiveness of the campaign.
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