Estrategia de desarrollo del canal de chazas para la comercialización de nuevas categorías en British American Tobacco Colombia

Abstract

This report aimed to design a strategy to develop the chaza sales channel, understood as an informal retail establishment generally located in high-traffic areas and dedicated to the direct sale of consumer products, as a marketing opportunity for British American Tobacco’s (BAT) new nicotine product categories. The methodology involved selecting four (4) chaza-type establishments and implementing a pilot plan based on product seeding, advertising materials, training, and commercial support. Additionally, the sales model was adapted to include individual Vuse capsules and Velo nicotine pouches, in line with the channel’s usual dynamics. The results demonstrated acceptance of new categories, as reflected in initial product turnover, increased visibility at points of sale, and repurchases by participating establishments. The pilot also helped validate the channel´s commercial potential and gather relevant information for future implementations. In conclusion, the project demonstrated the commercial viability of chazas as a growth opportunity for BAT, enabling the company to expand the strategy to a larger number of establishments and strengthen its presence in the channel.