MARKETING STRATEGY III DISTRIBUTION

GUIDELINES FOR WORK WITH A VALUE OF 50% FINAL EXAM

Laura Azcárate
Yurany Mosquera
Angie Valencia

Universidad Autónoma de Occidente

Facultad de Ciencias Administrativas
Mercadeo y Negocios Internacionales

MARKETING STRATEGY III DISTRIBUTION

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GUIDELINES FOR WORK WITH A VALUE OF 50% FINAL EXAM

Laura Azcárate
Yurany Mosquera
Angie Valencia

Luis Raúl Domínguez

Universidad Autónoma de Occidente

Facultad de Ciencias Administrativas
Mercadeo y Negocios Internacionales
Santiago de Cali
2020

ABSTRACT

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In this work it was possible to show the different types of exhibitions that are seen in

marketing, for our improved product we showed the way in which the brand shows its

products to consumers, and also chose the successful chains of stores, where we found

different types of displays for various products. We recognized the hot and cold spots,

we identified different POP materials, we could observe block, linear, vertical,

horizontal, gondolas, blister and gancheras. mamut, dumps, sharks, among others.

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 TABLE OF CONTENTS

1. Planimetry of … of ...

2. Planimetry of the category of the base product we are working on.

3. From the base product for your work show the value of the levels in which they

are exhibited

4. Planimetry of the category where the innovative product will be for us

5. Products with primary, secondary and special display

6. product with one horizontal display, one with vertical display and another with

block display

7. Three products of different categories with an exhibition in blister – sachet

8. Three products displayed at the ends of the gondola in price smart's main aisle

and in other products in a chain of stores

9. Identify eight different types of exhibitors

10. Identify five different products that perform cross sale or cross merchandising

11. Identify ten different types of material p.o.p

12. Three products that are shown in super inter and in a hard discounters that apply

the merchandising principles well (there are six) and three products that do not

apply them as well.

13. Product that implements presentation merchandising, one of management, one

of seduction, one of birth, one of maintenance

14. Two warehouses performing merchandising for the buyer and the buyer

15. Three different sales promotions that are being carried out, indicating the type of

promotion, the tools used and the purpose of the promotion

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 1. Planimetry of … of ...

2. Planimetry of the category of the base product we are working on.

Increase brand recognition by 20% for the third quarter of 2020, establish actions

focused on growth and retention of the existing client portfolio by 2020, expand the

client portfolio by attracting new consumers to achieve a goal most complete by 2021.

3. From the base product for your work show the value of the levels in which they

are exhibited.

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According to the previous images of the category of our base product, which are fruits, it

can be determined that the product is at all levels, that is, at eye, hand and floor level so

that the client is the you choose In these levels, the best feeling for choosing the

product should also be taken into account that implementing the design of the levels is

much easier and more attractive to the person.

4. Planimetry of the category where the innovative product will be for us

EXITO DE SAN FERNANDO YO TOMO LAS FOTO

5. Products with primary, secondary and special display

PRIMARY

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It is the exhibition of a product located in a certain place in which the client expects to

find it.

SECONDARY

It consists of placing the product in an unexpected place. It is carried out in a gondola

tip, display, near an associated product, etc.

SPECIAL

They are elements prepared to display a specific product or product line, with a view to

solving some problem of perception by the public.

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6. Product with one horizontal display, one with vertical display and another with

block display

HORIZONTAL TYPE DISPLAY OF THE BEER PRODUCT

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 HORIZONTAL TYPE DISPLAY OF VILLASECA BRAND MEAT PRODUCTO

The purpose of using a horizontal display is that before the eyes of the buyers the

product is elegant and that the product has an easy access at the time of being

installed. In addition, in this type of exhibition the creative can be handled and the

product can last longer in its respective gondola or shelves.

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 PREMIER BRAND OIL PRODUCT VERTICAL TYPE DISPLAY

In the vertical displays the products are placed occupying a sector of the gondola, from

the first to the last shelf, are designed for all kinds of products and allow the

visualization and encourages the customer to buy the product without problems that are

on shelves where the consumer will not be able to acquire them easily.

PREMIER TYPE PRODUCT DISPLAY OF SOCIAL CLUB BRAND COOKIES

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 CHRISTMAS COOKIES PRODUCT BLOCK TYPE DISPLAY BRINGING A

SNOWMAN

The block display is one in which the product of a certain brand is grouped into two or

three successive panels forming a block.

7. Three products of different categories with an exhibition in blister – sachet

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PRODUCTS IN THE CATEGORY OF FIRST AID EXHIBITED IN BLISTER - SACHET

PRODUCTOS IN THE ORAL CARE CATEGORY ON DISPLAY IN BLISTER -

SACHET

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PRODUCTS OF THE MAKEUP CATEGORY ON DISPLAY IN BLISTER - SACHET

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PRODUCTS OF THE CANDY CATEGORY ON DISPLAY AT BLISTER - SACHET

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 8. Recognize three products that are exhibited in gondola tips in the main aisle,

writing the most important differences between these exhibitions.

The difference that these exhibitions could have is the space that has been designed for

people to see it at the moment they are walking through the aisle and the design that is

in them in addition to the lighting that they have.

9. Identify eight different types of exhibitors

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 1. ARRUME 2. MINI GONDOLA

3. BLISTER AND HOOKS 4. TUNNEL

DUMP PEAK OR GONDOLA DUMPER

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10. Identify five different products that perform cross sale or cross merchandising

CROSS MERCHANDISING

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11. Identify ten different types of material p.o.p

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For this point of work we chose several products that were in the forest market as well

as other supermarket chains.

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12. Point out the main differences between the products that are displayed in a self-service

store and in a Hard Discounters store.

13. Show three products that apply the Merchandising Principles well (there are six) and

three products that do not apply them as well.

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Product: Oil

Merchandising Principle Type: Order

Product: Wine

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Rack jobber principle type: Attractive

Product; Dairy

Type of merchandising principle: Accessible

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 Products that do not apply the Principles of Merchandising as well

The type of merchandising principle that the soft drinks and water product is not

complying with is that it is not being communicative.

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the type of merchandising principle that the gelatine product is not complying with is that

it has no visible spaces.

The type of merchandising principle that the toilet paper product is not complying with is

that it is not attractive

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The type of merchandising principle that the custard product is not complying with is

that it is not this order

14. Identify a product that implements Presentation Merchandising, one for Management,

one for Seduction, one for Birth, one for Maintenance.

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15. Establish two warehouses that perform Merchandising for Shopper and Buyer.

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16. Identify three different sales promotions that are being carried out, indicating the

type of promotion, tools they use and the objective of the promotion.

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The objective of a promotion is to offer the consumer an incentive to buy or acquire a

product or service in the short term, which translates into a punctual increase in sales.

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Secondly, in the supermarket mercado mio it was possible to appreciate that the type of

promotion they used was that of offers and discounts of certain categories and certain

products for the client, thus motivating the client to buy the discounted product.

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