Citas bibligráficas
Raygada, M., Merino, F. (2024). Plan estratégico de Marketing para Mossa Shoes y el impacto de Trade Marketing en la experiencia de compra de consumidores [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/674003
Raygada, M., Merino, F. Plan estratégico de Marketing para Mossa Shoes y el impacto de Trade Marketing en la experiencia de compra de consumidores [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/674003
@misc{renati/418113,
title = "Plan estratégico de Marketing para Mossa Shoes y el impacto de Trade Marketing en la experiencia de compra de consumidores",
author = "Merino Vega, Fabiana Andrea",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The main objective of this professional proficiency work is to identify whether Trade Marketing generates and impact and improves the purchasing experience of Mossa Shoes consumers, a Peruvian Brazilian footwear company. Trade Marketing is essential to strengthen brands, to improve the purchasing experience and to generate relationships with consumers at the point of sale. Therefore, it is essential to have outstanding actions in all channels where the brand has a presence, in this case we will focus on the Mossa Shoes physical stores located in the city of Lima. Within this work, success cases are analyzed where Trade Marketing has been of utmost importance to increase sales and consumer satisfaction in stores. Therefore, it is important to understand the marketing strategy to be able to have a segmentation based on the market needs based and define the brand positioning, in addition to the product and price strategy, which is relevant as one of the objectives of Trade, it is to make the products, in this case footwear, more attractive to consumers, either throught the visibility at the point of sale or specific promotions in the store. Additionally, the communication strategy for brand development is analyzed, which will alllow defining the most appropiate strategy for Mossa Shoes and being able to reach a greater number of people with the indicated brand content.
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