SIKA-New Marketing Strategy Plan In The Peruvian Market

For many years companies that manufacture products for the construction industry thought that their products would be sold only because of their technical specifications and benefits.Nevertheless,due to the strengthened and intensification of the retail channel and the change in consumer behavior in Peru,enterprises started paying more attention to the importance of brand image,trade marketing and store penetration by taking advantage of the new communication channels and digital transformation in the country.Sika Peru,a manufacture of chemicals for the construction industry,had not yet taking advantage of this changes and keeps addressing its marketing and communication campaigns in the old fashion way,by selling tis products only in a technical approach and not entirely combining forces with the clients of the distribution channel.This paper identifies the situation of Sika Peru and attempts to provide solution for the company to increase sales,gain market share and brand recognition in the distribution channel and switch the company strategy to a B2 C strategy.Furthermore,it reviews each question by using a variety of methods and theoretical frameworks related to consumer behavior according to the ESTAS Lifestyle’s of Arellano,packaging influence on sells and digital and trade marketing actions that will be crucial to accomplish the goal of Sika.The findings in addition with the application of the best practices,methods and available technologies will enhance and boost the marketing and strategic benefits.Suggestions,such as segmenting the customers into various groups to narrow down the expected needs of each group and identify channel distributions,pricing,after-sale customer services will be provided.Implementation plans will be provided for the management,human resource and technological support to enable a smoother flow of operations while attempting to optimize their practices.The overall conclusion will be shown along with the difficulties met throughout the conduct of the research,as well as directions for further research.