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
Other Titles: 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
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 2024
Institution: Universidad de Lima
Abstract: El presente trabajo se torna relevante, debido a que nos permitirá evaluar la efectividad de una promoción de venta importante que es el canje o regalo como campaña para incrementar las ventas y rentabilidad en una empresa peruana de producción y comercialización de bebidas alcohólicas.
La pandemia trajo consigo muchos cambios en las diferentes industrias a nivel nacional e internacional. La industria peruana de bebidas alcohólicas se enfrentó a muchos retos, entre ellos la digitalización, la premiumización y la influencia de marcas importadas en el consumidor peruano. Todo ello conllevó a que las empresas del rubro buscarán implementar diferentes acciones que lograrán mantenerlas competitivas en el mercado. La empresa peruana de bebidas alcohólicas que es objeto del caso de estudio se enfrentó a una disminución significativa en ventas en zonas estratégicas a pesar de su trayectoria, posicionamiento y calidad superior. Sin embargo, se implementó de manera efectiva una acción de marketing que consistía en una promoción de ventas: canjes o regalos. Esta campaña focalizada en las zonas afectadas fue desarrollada minuciosamente y con el seguimiento necesario para incrementar las ventas y las utilidades, y así tener resultados positivos para la compañía. En los siguientes capítulos se detallará el contexto del caso de estudio enfocado en la industria de bebidas alcohólicas y los cambios ocurridos a partir de pandemia, la descripción del problema, el marco teórico que tiene en cuenta conceptos básicos que se abordan en el caso, la campaña de canje que se llevó a cabo para revertir una disminución en ventas, el análisis de resultados y la efectividad de la campaña.
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.
Note: El acceso al texto completo al Trabajo de Suficiencia Profesional estará habilitado el 14 de junio del 2027, por expresa disposición del autor.
Discipline: Marketing
Grade or title grantor: Universidad de Lima. Facultad de Ciencias Empresariales y Económicas
Grade or title: Licenciado en Marketing
Juror: De la Piedra Vindrola, Sergio Edmundo Manuel; Matto Cáceres, Alberto Enrique Jesús; Muente Urrunaga, Rodolfo Pedro
Register date: 26-Aug-2024
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