Apoyo analítico y operativo en el área de trade marketing en productos naturales de la sabana S.A.S. (Alquería)

Abstract

This report documents the professional internship carried out in the Trade Marketing area of Productos Naturales de la Sabana S.A.S. (Alquería), one of the leading companies in the Colombian dairy industry. The internship arose from the area's need for an analytical and operational support role capable of simultaneously managing multiple commercial campaigns across the Supermarkets (SM) and Superettes (ST) channels, consolidating information from different corporate sources and platforms, and ensuring the traceability of point-of-sale advertising material at a national level. The main objective was to support the planning, execution, and monitoring of Trade Marketing strategies through the consolidation and analysis of commercial information, the management of product and purchase requests, and coordination with suppliers and regional teams, in order to improve the operational efficiency of the area and the quality of the information available for decision-making. Data analysis tools (advanced Excel and Power BI), corporate platforms (Portal Rojo, Avanti, Data Hub, RBS, and Ejecutrans), and database standardization methodologies were used. The results materialized in the standardization of project monitoring, the centralization and cleansing of databases, the partial automation of reports through formulas and pivot tables, and greater traceability of POP material and purchase orders. A key milestone was the participation in the Alimentec | Anuga Select Colombia 2026 trade fair, where product and sampling logistics were supported and negotiations with potential clients and suppliers were attended. The experience made it possible to apply the principles of Trade Marketing and business intelligence to a real environment, showing that the orderly management of information is a determining factor for the efficient execution of commercial strategies at the point of sale.