Plan promocional para incrementar las ventas en el Megamarket “Don Luis” ubicado en la ciudad de Machala.

Abstract

Promotional strategies in the Retail sector are a powerful tool that companies apply to increase their sales, meet the needs, and build customer loyalty. The use of different marketing strategies can become an advantage that can differ from your competition. The present work was carried out in order to demonstrate that the promotional strategies in the retail sector are of great importance for its permanence in the market. A diagnosis was made of the promotions applied in the Megamarket "Don Luis" in order to evaluate the development of the same. The research was conducted through a qualitative study that was carried out in this company. An observation form was used to analyze the promotional strategies of the business and an interview where the way of development, application and results of the same was analyzed. After having made the diagnosis, a promotional plan was proposed to ensure that the brand is positioned in the mind of the consumer and meets the proposed objectives.