Inteligencia de negocios para la gestión eficiente del material pop en puntos de venta de Colgate Honduras
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Date
2026-05-30
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
En mercados de consumo sumamente competitivos, una gestión eficiente del material publicitario en los puntos de venta es un factor fundamental para poder garantizar la visibilidad de la marca y lograr un mejor posicionamiento para estar presente en la mente de los consumidores. Actualmente Colgate Palmolive Honduras depende de sistemas de reportería manuales que son administrados por la agencia tercerizada llamada Gómez Lee Marketing, lo que limita la visibilidad trazabilidad, y control en la ejecución del material POP. Esta investigación destaca esta problemática y se propone un diseño de reportería optimizado, con el uso de la Inteligencia de Negocios, para así mejorar el monitoreo y el uso estratégico del POP en las tiendas. El estudio utiliza un enfoque mixto, ya que combina encuestas cuantitativas que fueron aplicadas a colaboradores de GLM y entrevistas cualitativas al equipo gerencial de Colgate Palmolive. Estos resultados dieron como evidencia las limitaciones en el sistema actual, como la ausencia de indicadores de cobertura, falta de trazabilidad en tiempo real y la poca capacidad para evaluar eficientemente el cumplimiento de las campañas. Con los hallazgos encontrados, se diseñó una propuesta de reportería optimizada utilizando la inteligencia de negocios integrando indicadores como tableros interactivos, y procesos estructurados para mejorar la visibilidad, control y distribución del material POP.
In highly competitive consumer markets, efficient management of point-of-sale advertising materials is essential to ensuring brand visibility and achieving improved positioning to remain top of mind. Colgate Palmolive Honduras currently relies on manual reporting systems managed by an outsourced agency, Gomez Lee Marketing, which limits visibility, traceability, and control over the execution of POP materials. This research highlights this issue and proposes an optimized reporting design, utilizing Business Intelligence, to improve monitoring and the strategic use of POP in stores. The study uses a mixed-methods approach, combining quantitative surveys administered to GLM employees and qualitative interviews with the Colgate Palmolive management team. These results highlighted the limitations of the current system, such as the absence of coverage indicators, a lack of real-time traceability, and a limited capacity to efficiently evaluate campaign performance. With the findings, an optimized reporting proposal was designed using business intelligence, integrating indicators such as interactive dashboards and structured processes to improve the visibility, control, and distribution of POP material.
In highly competitive consumer markets, efficient management of point-of-sale advertising materials is essential to ensuring brand visibility and achieving improved positioning to remain top of mind. Colgate Palmolive Honduras currently relies on manual reporting systems managed by an outsourced agency, Gomez Lee Marketing, which limits visibility, traceability, and control over the execution of POP materials. This research highlights this issue and proposes an optimized reporting design, utilizing Business Intelligence, to improve monitoring and the strategic use of POP in stores. The study uses a mixed-methods approach, combining quantitative surveys administered to GLM employees and qualitative interviews with the Colgate Palmolive management team. These results highlighted the limitations of the current system, such as the absence of coverage indicators, a lack of real-time traceability, and a limited capacity to efficiently evaluate campaign performance. With the findings, an optimized reporting proposal was designed using business intelligence, integrating indicators such as interactive dashboards and structured processes to improve the visibility, control, and distribution of POP material.
Keywords
Inteligencia de Negocios, Material POP, Reportería, Trazabilidad