DINAMIZACIÓN DEL PUNTO DE VENTA INTRODUCCIÓN Hoy en día podemos ver que la venta de productos de primera necesidad en cualquier ciudad, departamento o distrito. Es propio de la naturaleza humana mejorar su estilo y calidad de vida, por lo que siempre se está buscando la forma de mejorar la experiencia del consumidor.
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CAPÍTULO I DESCRIPCIÓN DEL PUNTO DE VENTA 1. INFORMACIÓN GENERAL NOMBRE COMERCIAL: “FRESCO” RAZÓN SOCIAL: Gabriela Luna Mirano UBICACIÓN DEL NEGOCIO: Avenida Amauta N° 903 Paucarpata
RUC: 10439852505 TIPO DE CONTRIBUYENTE: CONTRIBUYENTE: PERSONA NATURAL CON NEGOCIO 2. DESCRIPCIÓN: El minimarket “Fresco”, se estableció por la necesidad insatisfecha que se
manifiesta en un determinado mercado, por la existencia de falencias y debilidades de productos y servicios ya existentes. El punto de venta es una pequeña empresa perteneciente al sector terciario teniendo como principal actividad la comercialización de todo tipo de productos de consumo intensivo de primera necesidad para el hogar, la alimentación, la salud, etc. Sus principales clientes son personas de todas las edades como amas de casa, jóvenes, estudiantes que viven a los alrededores.
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3. ENTREVISTA ENTREVIS TA PERSONAL Y OBSERVACIÓN DIRECTA Utilizando la observación directa, determinamos que es un local amplio donde podemos encontrar toda clase de productos, desde pan, hasta hilos y gelatina preparada. Transmitiendo confianza .en la entrevista con la administradora y dueña planteamos la intención de reorganizar el punto de venta. Ella está de acuerdo y dispuesta a apoyar, con el fin de aumentar sus ventas, ingresos y prestigio de la tienda, no nos puso objeción alguna y nos dio tal libertad de observación en en el negocio, para el planteamiento de las propuestas. Nos comentó que el principal problema que ella tenía era el de la codificación de algunos productos, mayormente a granel.
CAPÍTULO II ANÁLISIS DEL PUNTO DE VENTA 1. ANÁLISIS DE LOS ELEMENTOS EXTERIORES DEL PUNTO DE VENTA
1.1. LA FACHADA Está limpio y cuidado, por lo que ofrece una buena imagen. imagen. Su rotulo en la parte superior superior se muestra muestra un tanto descolorido por el sol, no está roto Cuenta con una puerta amplia que permite el fácil ingreso de las personas, personas, además de notarse la visibilidad del interior del comercio comercio Despierta el interés y produce deseo de compra por las mesas de D’Onofrio en el exterior, además da una impresión de encontrar todo tipo de producto. Observamos una vitrina de vidrio templado donde donde se observa observa las bebidas bebidas
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1.2. LA ENTRADA E NTRADA Las puertas del establecimiento están siempre abiertas, y son anchas. Solo cuenta con una puerta (de ingreso y salida) y es de tipo manual que siempre está abierta
●
1.3. RÓTULO RÓTULO EXTERIOR Su rótulo es una caja de luz frontal plana forrada con lona y un foco fluorescente que lo ilumina interiormente donde se observa: El slogan con el nombre de la marca que nos da entender que es un Minimarket especialista en productos de primera necesidad, además de que sus colores como como el verde lo relacionamos con la ecología el anaranjado consumo y blanco confort. Es visible, pero no está en perfecto perfecto estado de conservación La iluminación es baja por el desgaste desgaste del foco foco fluorescente.
●
● ●
1.4. ILUMINACIÓN ILUMINACIÓN EXTERIOR La fachada no tiene iluminación distinta a la del rótulo (interior) ●
1.5. TOLDO No cuenta con toldo ●
1.6. RECIBIDOR Si tiene iluminación propia con la misma intensidad que las zonas de ventas. No cuenta con ambientación ambientación musical, por lo que no se crea un entorno propio que se diferencia del ruido de la calle. El establecimiento brinda una buena imagen imagen de limpieza. limpieza. ●
●
●
2. ANÁLISIS DE LA ORGANIZACIÓN ORGANIZACIÓN Y DISEÑO DEL PUNTO PUNTO DE VENTA VENTA 2.1. INTERIOR DEL PUNTO DE VENTA a) ESTRUCTURA INTERIOR DEL PUNTO DE VENTA El tipo de comercio del punto de venta es de libre servicio, el cliente es quien selecciona y adquiere los productos expuestos. b) IMPLANTACIÓN DE LAS SECCIONES El punto de venta tiene varias secciones, por lo que cuenta con un abanico de productos. Sin embargo estas no se encuentran diferenciadas.
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c) LAS ZONAS EN LA SALA DE VENTAS ZONA CALIENTE: La circulación de los clientes es mayor por el cruce entre dos pasillos a la entrada. Los productos colocados ahí tienen considerable rotación.
ZONA FRÍA: En este tipo de zona se encuentran escondidos los productos de primera necesidad como el azúcar, la sal, fideos y arroz. Productos de de primera necesidad con ata rotación.
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PUNTOS CALIENTES: PUNTOS FRÍOS: d) MOBILIARIO o Anaqueles o Gondolas o Exhibidores o Vitrinas Refrigeradoras: de Cusqueña, Gloria, Cielo etc. o Estanterías Murales o Bulk Baskets o o Check out
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2.2. RECURSOS HUMANOS Y MATERIALES a) ANÁLISIS FODA FORTALEZAS
Ubicación estratégica con afluencia de público, favorece las ventas del establecimiento ya que es la única tienda expe ndedora de todo tipo de productos de la zona.
OPORTUNIDADES
Entidades bancarias con facilidad de préstamo para realizar una inversión, permitirián al dueño poder expandir su negocio.
Variedad de productos de calidad con precios
Crecimiento demográfico, la ubicación del
competitivos.
establecimiento favorece las ve ntas.
Tiene conocimiento y contacto con los proveedores, lo que permite tener un abastecimiento abastecimiento óptimo de l os productos. productos. Cuenta con un espacio amplio para la distribución de los productos.
Crear un página página web, permitiría al establecimiento hacerlo más conocido y atraer nuevos clientes.
Contribución a la generación de puestos de trabajo para más peruanos.
Ofrece un surtido de productos, asimismo
Facilidad de crear una cadena cadena de mini markets, de
presenta diversidad de marcas, brinda al clie nte
esta manera tendría mayor penetración el
varias opciones en cuanto a precio y calidad.
mercado.
DEBILIDADES
AMENAZAS
Entrada de nuevos competidores con precios No invierte partes de las utilidades en publicidad.
bajos.
Falta de una base de datos, sistema contable que
Inseguridad del entorno y del incuencia.
incluya ventas e i nventarios.
Crisis pol ítica. ítica.
Falta de promociones y ofertas. No cuenta con diferentes sistemas de cobro como
Fenómenos naturales.
el pago con tarjetas.
Inflación, difi culta la adquisición de l os productos. productos.
b) RECURSOS MATERIALES Conservadores Refrigeradoras Computadora Muebles expositores Mesas y sillas
c) RECURSOS HUMANOS
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2.3 PLANO DEL INTERIOR DEL ESTABLECIMIENTO.
3. CIRCULACIÒN DEL CONSUMIDOR EN EL PUNTO DE VENTA 1. ANÁLISIS DE LA CIRCULACIÓN DEL CONSUMIDOR CONSUMIDOR EN EL PUNTO PUNTO DE VENTA 1.1. ●
Pasillos
Cuenta con un buen acceso en los pasillos principales al momento de la
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1.2.
Mobiliario
La disposición del mobiliario es libre, esto debido debido a que que el terreno dispuesto no sigue un patrón geométrico, no es regular. Esto hace que el recorrido sea más cómodo, permite personalizar el establecimiento, no obstante dificulta la observación de todos los productos. La disposición de algunos de sus productos en los mobiliarios provoca confusión en el cliente al momento de su ingreso al establecimiento. establecimiento.
Mobiliario que se utiliza:
● ● ● ● ● ● ● ●
1.3.
Góndolas Anaqueles Exhibidores Vitrinas Refrigeradoras: de Cusqueña, Gloria, Cielo etc. Estanterías Murales Bulk Baskets Check out
Cuellos de botella
1.3.1. Naturales El establecimiento comercial cuenta con el siguiente personal: 1 cajera Tiempo completo 1 vendedora Turno mañana 1 vendedora Turno tarde y noche
Observamos que los cuellos cuellos de botella naturales se originan originan en en determinados horarios por ejemplo de mañana (6 am – 8 am), transcurso del día (10 am -12 pm) y noche (6 pm- 7 pm); donde el
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La góndola de la entrada principal está mal ubicada y posee canastas de plástico que no permite la buena circulación, además que le da mal aspecto.
4. SURTIDO 4.1 Definir la estructura del surtido más adecuada La estructura del surtido del orden de sus productos existentes en el establecimiento, se dividen en diferentes categorías desde lo más general que son los departamentos hasta lo más específico las referencias.
DEPARTAMENTOS: comestibles, aseo, farmacia y plásticos
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SECCIONES: panadería, carnicería, frutas y verduras, bebidas, licores, golosinas, conservas, aseo del hogar, aseo personal, droguería, perfumería.
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SUBFAMILIAS: desodorantes (en barra, gel, crema y aerosol) ARTICULOS: REFERENCIAS:
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La profundidad se refiere al número de “productos” o “referencias” que
encontramos poca profundidad profundidad de surtido (Estos serían amplios pero poco profundos), es decir posee una gama de productos básicos.
Secciones: aceites comestibles Categoría: aceites de origen vegetal Familias: aceites totalmente vegetales, aceites oleaginosos Subfamilias: cocinero, ideal, primor/ chef, vicentina Referencias: 1 lt ,500 ml ,250 ml La anchura viene dada por el número de categorías, familias y subfamilias que contiene una sección sección y según lo observado observado en el local es estrecha. estrecha.
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4.4 Analizar los conceptos de notoriedad y esencialidad del surtido. Notoriedad: las marcas más ´populares tienen el poder de despertar en el consumidor el interés y deseo deseo a la horade adquirir sus productos. productos. Determinando el nivel de prestigio y calidad del establecimiento. Esencialidad: introducción de las referencias que son esenciales para un perfecto equilibrio en el surtido del establecimiento, donde es evaluado por la sensación que produce en el cliente.
5. LINEAL 5.1. Facing En una góndola dedicada a la exposición de aceites se colocan 5 marcas en 5 niveles de la siguiente manera . REF REF REF REF REF REF 1
1
REF 7
2
2
REF 8
3
3
REF 9
REF 4
REF 5
REF 6
REF 6
REF 9
REF 10
REF 10
REF 10
PRIMER NIVEL
SEGUNDO NIVEL
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El lineal al ras del suelo es 50 cm
REF 1
Ci l
200 ml
REF 2
Costeño
200 ml
REF 3
Friol Soya
200 ml
REF 4
Coci nero
500 ml
REF 5
Ci l
500 ml
REF 6
Friol Soya
500 ml
REF 7
Ideal
1L
REF 8
Fl orida
1L
REF 9
A- 1
1L
REF 10
Coci nero
1L
REF 11
Pri mor
1L
REF 12
Ci l
1L
REF 13
Friol Soya
1L
REF 14
Sur Sol
1L
REF 15
Costeño
1L
REF 16
Ch e f
800 ml
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Reglas de implantación: Limpieza, información moderada y facilita el autoservicio El tipo de exposición del lineal es semivertical o mixta con un orden no establecido, sólo se tiene en cuenta la marca
6. PUBLICIDAD Y PROMOCIÓN EN EL PUNTO DE VENTA 7. 8. ACCIONES PROMOCIONALES 8.1 planificación de las acciones promocionales a) Objetivo Se observo y converso con los dueños del local y se llega al punto en común en que las promociones se tiene atraen y mueven mas productos gracias a ellos.
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Concurso Es la promoción de la participación por parte de los clientes por la compra de un producto, donde se consigue un premio en particular.
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8.3 Promociones de los distribuidores dirigidas a los consumidores Estas son las promociones que se da en el punto de venta ya que son realizadas directamente por los detallistas a los consumidores. Se observa un afiche sobre los beneficios de ciertos productos para la salud del consumidor ,hechos por el distribuidor ,esto atrae a la clientela y atrae a nueva clientela nueva.
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Implementar ambientación musical teniendo en cuenta tres factores: el volumen, el tipo de música y el ritmo, en función del t ipo de clientela y su edad. Colocar luces en el recibidor del establecimiento para llamar la la atención de los clientes. Cambiar el piso de cemento de la entrada por cerámico, cerámico, este dará la impresión de limpieza Darle mantenimiento adecuado al jardín (plantar flores etc.), para crear un ambiente agradable y acogedor. Propuesta de nueva imagen
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8.2. ORGANIZACIÓN Y DISEÑO DEL PUNTO DE VENTA
Las secciones secciones son son categorías categorías de productos homogéneos homogéneos de la misma naturaleza. Fresco cuenta con las siguientes secciones: Librería, Bebidas, Frutas, Lácteos, Abarrotes, Limpieza e Higiene, Licores, Carnes y embutidos, Golosinas, Snacks, Panadería. La zona caliente es la entrada, ya que se se debe pasar por ahí para llegar a cualquier parte de la tienda, por el establecimiento en si esto no se podrá variar. Sin embargo se harán distintos cambios en la ubicación de ciertos productos de baja rotación y primera necesidad. Es decir colocaremos puntos calientes en zonas frías. Por ejemplo, los aceites, y arroz los ubicaremos en la parte posterior. No podemos variar la posición de los productos de primera necesidad que necesitan refrigeración, ya que en la ubicación actual cuenta con un lavatorio, y con mobiliario de gran tamaño para la especial conservación.
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8.4. SURTIDO
Una buena buena ubicación de la fachada, la entrada, las vitrinas hasta hasta la iluminación, el mobiliario las cajas de pago, todo tiene que estar cuidadosamente planificado, conociendo en detalle las marcas, los productos, el cliente los espacios de exhibición. La exhibición de los productos consiste consiste en una una buena selección, selección, colocación, presentación de los productos en los lugares de venta de
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o o
Segundo Nivel (Aceites (Aceites de 500 ml): 5,2cm x 9 = 46.8 cm Del Tercer al Quinto nivel (Aceites (Aceites de 1L): 7cm x 6 = 48 cm cm
El stock de presentación Primer Nivel Nivel (Aceites de 200 200 ml): 7 x 13 = 91 u o Segundo Nivel (Aceites (Aceites de 500 ml): 5 x 9 = 45 u o Del Tercer al Quinto nivel (Aceites de 1L): 4 x 6 = 24u x 3 = o
72u
En total 208 referencias
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Establecer un calendario calendario promocional más notorio hecho por el el