Merchandising de gestión para el fortalecimiento de la marca de la distribuidora Rincón del Químico en la ciudad de Riobamba

Abstract

The present study developed a merchandising management plan in order to reinforce the reputation of a company called Rincón del Químico located in Riobamba city with the aim to strengthen the brand, improve the presentation and profitability its products in the sales area, obtaining benefits for both the company and the customer, which will allow to offer an attractive image to create the most memorable shopping experience for regular and possible clients. As for the study, it was carried out by applying the following techniques to the clients: an interview guide addressed to the manager and an observation checklist applied to the company and its competition that allowed to obtain relevant information where 72% of its clients (according to the survey data), knew the company by accident. Therefore, starting from the results, the proposed strategies were developed based on visual merchandising (exterior and interior design, environmental and aesthetic elements), management merchandising (product distribution and communication management), seduction merchandising, social media, and the design of a brand book with its respective objectives, people in charge, budget and schedule which will allow the execution and evaluation of this proposal. Therefore, it is recommended to apply all the strategies proposed to solve the deficiencies identified in order to reinforce the reputation of the company.