{"id":11439,"date":"2025-05-27T16:42:55","date_gmt":"2025-05-27T21:42:55","guid":{"rendered":"https:\/\/isil.pe\/blog\/?p=11439"},"modified":"2026-04-16T11:19:43","modified_gmt":"2026-04-16T16:19:43","slug":"que-es-trade-marketing","status":"publish","type":"post","link":"https:\/\/isil.pe\/blog\/marketing\/que-es-trade-marketing\/","title":{"rendered":"\u00bfQu\u00e9 es el trade marketing y para qu\u00e9 sirve?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">\u00bfHas notado que, a pesar de tener un gran producto o campa\u00f1a, no logras maximizar las ganancias en el punto de venta? Esto suele ocurrir porque no se trabaja de manera integrada con los distribuidores y minoristas.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si quieres comprender el comportamiento del cliente en el punto de venta y conectar con sus necesidades o preferencias, entender qu\u00e9 es el trade marketing es un paso fundamental para hacer visible tu marca. Por eso, en este art\u00edculo te explicaremos m\u00e1s sobre esta estrategia de distribuci\u00f3n y que hace una persona que trabaja en trade marketing.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Tabla de contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar tabla de contenidos\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #ffffff;color:#ffffff\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #ffffff;color:#ffffff\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/isil.pe\/blog\/marketing\/que-es-trade-marketing\/#Definicion_de_trade_marketing\" >Definici\u00f3n de trade marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/isil.pe\/blog\/marketing\/que-es-trade-marketing\/#Importancia_del_trade_marketing\" >Importancia del trade marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/isil.pe\/blog\/marketing\/que-es-trade-marketing\/#Estrategias_de_trade_marketing\" >Estrategias de trade marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/isil.pe\/blog\/marketing\/que-es-trade-marketing\/#Ejemplos_de_trade_marketing\" >Ejemplos de trade marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/isil.pe\/blog\/marketing\/que-es-trade-marketing\/#Coca-Cola\" >Coca-Cola<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/isil.pe\/blog\/marketing\/que-es-trade-marketing\/#Procter_Gamble_P_G\" >Procter &amp; Gamble (P&amp;G)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/isil.pe\/blog\/marketing\/que-es-trade-marketing\/#PepsiCo\" >PepsiCo<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Definicion_de_trade_marketing\"><\/span><strong>Definici\u00f3n de trade marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El trade marketing consiste en la gesti\u00f3n y promoci\u00f3n de productos directamente en el punto de venta. Su objetivo principal es optimizar la relaci\u00f3n entre fabricantes, distribuidores y minoristas para mejorar la visibilidad, el posicionamiento y las ventas de un producto.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A diferencia del marketing tradicional, que busca captar al consumidor final, el trade marketing trabaja con los canales de distribuci\u00f3n para facilitar y potenciar la compra.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Importancia_del_trade_marketing\"><\/span><strong>Importancia del trade marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Muchos profesionales del marketing enfrentan el desaf\u00edo constante de conectar eficazmente con los consumidores finales sin perder de vista la importancia del canal de distribuci\u00f3n.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Entender qu\u00e9 es el trade marketing te ayudar\u00e1 a gestionar la relaci\u00f3n con el canal comercial, optimizar la visibilidad del producto y aumentar las ventas. En resumen, Implementar buenas estrategias de trade marketing ayuda a:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mejorar la experiencia del cliente en el punto de venta.<\/li>\n\n\n\n<li>Incrementar la rotaci\u00f3n y venta de productos.<\/li>\n\n\n\n<li>Fortalecer alianzas comerciales con distribuidores y minoristas.<\/li>\n\n\n\n<li>Diferenciarse de la competencia a trav\u00e9s de promociones y exhibiciones efectivas.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Estrategias_de_trade_marketing\"><\/span><strong>Estrategias de trade marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Para aprovechar al m\u00e1ximo el trade marketing, es fundamental contar con t\u00e1cticas que impulsen la interacci\u00f3n entre producto y consumidor final, a trav\u00e9s del canal de venta. Algunas estrategias de trade marketing recomendadas son:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Visual Merchandising: <\/strong>Colocar productos en zonas estrat\u00e9gicas, usando displays atractivos y se\u00f1alizaci\u00f3n clara para captar la atenci\u00f3n.<\/li>\n\n\n\n<li><strong>Promociones y ofertas:<\/strong> Dise\u00f1ar campa\u00f1as especiales dirigidas a puntos de venta para incentivar la compra inmediata.<\/li>\n\n\n\n<li><strong>Capacitaci\u00f3n a equipos de venta: <\/strong>Entrenar al personal para que conozca bien el producto y pueda asesorar mejor al cliente.<\/li>\n\n\n\n<li><strong>Gesti\u00f3n de espacios:<\/strong> Optimizar el espacio dentro de tiendas o supermercados para que los productos tengan mayor visibilidad.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ejemplos_de_trade_marketing\"><\/span><strong>Ejemplos de trade marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A continuaci\u00f3n, te compartimos algunos ejemplos de trade marketing que ilustran c\u00f3mo se aplican estas estrategias en la pr\u00e1ctica:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Coca-Cola\"><\/span><strong>Coca-Cola<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Coca-Cola utiliza exhibidores especiales y campa\u00f1as de degustaci\u00f3n en supermercados y tiendas de conveniencia para captar la atenci\u00f3n de los consumidores. Adem\u00e1s, negocian espacios preferenciales en g\u00f3ndolas y crean promociones temporales (como combos o descuentos) que solo aplican en puntos de venta f\u00edsicos.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Procter_Gamble_P_G\"><\/span><strong>Procter &amp; Gamble (P&amp;G)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">P&amp;G realiza capacitaciones constantes a vendedores en farmacias y supermercados para que conozcan a fondo sus productos. Tambi\u00e9n implementan material POP atractivo y colocan sus productos en ubicaciones estrat\u00e9gicas para maximizar la compra impulsiva.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PepsiCo\"><\/span><strong>PepsiCo<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">PepsiCo organiza campa\u00f1as estacionales con promociones especiales y decoraci\u00f3n tem\u00e1tica en tiendas durante eventos importantes como el Mundial de F\u00fatbol o fiestas locales. Adem\u00e1s, utilizan sampling en eventos y puntos de venta para que los consumidores prueben sus productos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En resumen, implementar estrategias de trade marketing adecuadas puede mejorar la visibilidad y rotaci\u00f3n de tus productos en el punto de venta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si quieres especializarte en esta rama y potenciar tus habilidades, el <a href=\"https:\/\/isil.pe\/ed-ejecutiva\/cursos-especializacion\/gestion-negocios\/trade-marketing\/?cod_oc=s830&amp;utm_source=blog&amp;utm_medium=organic&amp;utm_campaign=&amp;utm_term=&amp;utm_content=\" target=\"_blank\" rel=\"noreferrer noopener\">curso de Trade Marketing<\/a> de ISIL ofrece una formaci\u00f3n pr\u00e1ctica y actualizada que te preparar\u00e1 para dise\u00f1ar y ejecutar estrategias exitosas que impacten directamente en los resultados comerciales.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al finalizar el curso, comprender\u00e1s la importancia del punto de venta en la decisi\u00f3n de compra, y la potenciar\u00e1s gestionando correctamente el espacio, <a href=\"https:\/\/isil.pe\/blog\/marketing\/visual-merchandising\/\" target=\"_blank\" rel=\"noreferrer noopener\">visual merchandising<\/a>, el abastecimiento y la comprensi\u00f3n del comportamiento del cliente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a1Convi\u00e9rtete en el estratega clave que toda marca desea para superar a su competencia!<\/p>\n\n\n<div class=\"sectblock formcard formcard--banner formcard--banner-simple is-pos-derecha\"><div class=\"sectblock__align\"><div class=\"fcbanner__align\" style=\"--fc-bg:#009FDF;\"><div class=\"fcbanner__content\" style=\"--fc-text:#ffffff;\"><img class=\"fcbanner__logo\" src=\"https:\/\/isil.pe\/blog\/wp-content\/plugins\/formCards\/admin\/img\/logo_ISIL.png\" alt=\"ISIL\" loading=\"lazy\" decoding=\"async\"><div class=\"fcbanner__details\"><p>\u00a1Decide por tu futuro profesional! Estudia la carrera de Marketing y destaca en el mundo laboral<\/p><\/div><div class=\"fcbanner__cta\"><a class=\"fcbanner__btn\" href=\"https:\/\/isil.pe\/areas-academicas\/marketing\/?cod_oc=s830&#038;utm_source=banner_blog&#038;utm_medium=organic&#038;utm_campaign=&#038;utm_term=&#038;utm_content=\" target=\"_blank\" rel=\"noopener noreferrer\">Matric\u00falate Aqu\u00ed<span class=\"fcbanner__btn-icon\" aria-hidden=\"true\">&raquo;<\/span><\/a><\/div><\/div><div class=\"fcbanner__media fcbanner__media--simple\"><img class=\"fcbanner__img fcbanner__img--dsk\" src=\"https:\/\/isil.pe\/blog\/wp-content\/uploads\/2026\/04\/imagen-marketing-scaled.jpg\" alt=\"\" loading=\"lazy\" decoding=\"async\"><img class=\"fcbanner__img fcbanner__img--mov\" src=\"https:\/\/isil.pe\/blog\/wp-content\/uploads\/2026\/04\/imagen-marketing-scaled.jpg\" alt=\"\" loading=\"lazy\" decoding=\"async\"><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfHas notado que, a pesar de tener un gran producto o campa\u00f1a, no logras maximizar las ganancias en el punto de venta? Esto suele ocurrir porque no se trabaja de manera integrada con los distribuidores y minoristas.&nbsp; Si quieres comprender el comportamiento del cliente en el punto de venta y conectar con sus necesidades o [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":11441,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,8],"tags":[],"autor":[],"class_list":["post-11439","post","type-post","status-publish","format-standard","hentry","category-educacion-ejecutiva","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfQu\u00e9 es el trade marketing y para qu\u00e9 sirve? | Blog<\/title>\n<meta name=\"description\" content=\"Conoce qu\u00e9 es el trade marketing, por qu\u00e9 es vital para aumentar ventas y c\u00f3mo implementar estrategias efectivas dentro de un negocio.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/isil.pe\/blog\/marketing\/que-es-trade-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 es el trade marketing y para qu\u00e9 sirve? 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