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Marketing estratégico para un negocio pequeño

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Marketing estratégico para un negocio pequeño

  1. 1. JORNADA TÈCNICA MÀRQUETING ESTRATÈGIC QUI ÉS EL CLIENT DEL NOSTRE PRODUCTE? Tàrrega, dimecres 21 de març de 2012 Mau Santambrosio marketing&brand strategy MARKETING ESTRATÉGICO PARA UN NEGOCIO PEQUEÑO
  2. 2. MARKETING PARA PEQUEÑAS EMPRESAS ¿ein? Wide Connected Strategies, 2012
  3. 3. cocinar el marketing con el producto tu producto es tu marketing Wide Connected Strategies, 2012
  4. 4. Wide Connected Strategies, 2012 PUSH PULL 2 MODELOS DE COMERCIALIZACIÓN
  5. 5. GANADOSPROPIOS PAGADOS Fidelidad cliente Valor percibido Reputación Boca a boca Difusión gratuita Recomendación Comentarios Visibilidad Inmuebles Vehículos Personal Nuestra web Marca Estrategias, ideas Ventajas competitivas Producto Publicidad Promociones Patrocinios ... Wide Connected Strategies, 2012
  6. 6. Wide Connected Strategies, 2012 PUSH GANADOSPROPIOS PAGADOS
  7. 7. Wide Connected Strategies, 2012 PULL Fidelidad cliente Valor percibido Reputación Boca a boca Difusión gratuita Recomendación Comentarios Visibilidad Inmuebles Vehículos Personal Nuestra web Marca Estrategias, ideas Ventajas competitivas Producto GANADOSPROPIOS PAGADOS
  8. 8. EL TAMAÑO NO IMPORTA La competencia no es un juego de tamaños, es un juego de estrategias Y la estrategia es un juego de oportunidades Wide Connected Strategies, 2012
  9. 9. Op = Valor Dif. x Segmento Contexto Existe una oportunidad cuando algo tiene un valor diferencial para alguien en un contexto determinado Wide Connected Strategies, 2012 algo alguien
  10. 10. Op = Valor Dif. x Segmento Contexto resp. social personas con conciencia social preocupación por la sostenibilidad y el consumo responsable Wide Connected Strategies, 2012
  11. 11. Op = Valor Dif. x Segmento Contexto vino ecológico consumidores del norte de Europa alimentación saludable y uso de químicos Wide Connected Strategies, 2012
  12. 12. DE DÓNDE SURGEN LAS OPORTUNIDADES ? Wide Connected Strategies, 2012
  13. 13. LOS CAMBIOS QUE ESTAMOS VIVIENDO #1 DIGITALIZACIÓN Wide Connected Strategies, 2012
  14. 14. #2 ECONOMÍA EN RED LOS CAMBIOS QUE ESTAMOS VIVIENDO Wide Connected Strategies, 2012
  15. 15. #3 DESINTERMEDIACIÓN LOS CAMBIOS QUE ESTAMOS VIVIENDO Wide Connected Strategies, 2012
  16. 16. #4 ECONOMÍA DE HIPER ESCALA LOS CAMBIOS QUE ESTAMOS VIVIENDO Wide Connected Strategies, 2012
  17. 17. #5 HIPERCONCURRENCIA LOS CAMBIOS QUE ESTAMOS VIVIENDO Wide Connected Strategies, 2012
  18. 18. #6 HIPERSEGMENTACIÓN LOS CAMBIOS QUE ESTAMOS VIVIENDO Wide Connected Strategies, 2012
  19. 19. #7 PERSONALIZACIÓN LOS CAMBIOS QUE ESTAMOS VIVIENDO Wide Connected Strategies, 2012
  20. 20. #8 ECONOMÍA DE LA DIVERSIDAD LOS CAMBIOS QUE ESTAMOS VIVIENDO
  21. 21. DIGITALIZACIÓN ECONOMÍA EN RED DESINTERMEDIACIÓN ECONOMÍA DE HIPER ESCALA HIPERCONCURRENCIA HIPERSEGMENTACIÓN PERSONALIZACIÓN ECONOMÍA DE LA DIVERSIDAD Wide Connected Strategies, 2012
  22. 22. QUIÉN ES EL CLIENTE DE NUESTRO PRODUCTO ? Wide Connected Strategies, 2012
  23. 23. QUIÉN ES EL CLIENTE DE NUESTRO PRODUCTO ? el ejecutivo el abuelo el turista el shopper la familia Wide Connected Strategies, 2012
  24. 24. POR QUÉ CONOCER AL CLIENTE ? 1. Entender qué constituye valor y en que contexto (oportunidades) 2. Dirigir el esfuerzo con precisión 3. Adaptarnos para mejorar la rentabilidad Wide Connected Strategies, 2012
  25. 25. QUIÉN ES EL CLIENTE DE NUESTRO PRODUCTO ? DEBILIDADES FORTALEZAS Wide Connected Strategies, 2012 Cliente es aquel al que, dadas mis fortalezas y debilidades, tengo las mejores oportunidades de aportarle el máximo valor, a cambio del máximo beneficio.
  26. 26. QUIÉN ES EL CLIENTE DE NUESTRO PRODUCTO ? Cl = (Fz - Db) x CT cliente fortalezas debilidades capacidad de transformación Wide Connected Strategies, 2012
  27. 27. DEBILIDADES FORTALEZAS TRANSFORMABLE INMUTABLE HORARIO Nº DE SERVICIOS PLATOS SERVICIO CARTA EMPLAZAMIENTO LOCAL PEQUEÑO AFORO LIMITADO AMBIENTE Wide Connected Strategies, 2012
  28. 28. QUIÉN ES EL CLIENTE DE NUESTRO PRODUCTO ? cliente es aquel al que le aportamos algo difícil de reemplazar (valor) Wide Connected Strategies, 2012
  29. 29. ABUNDANTE ESCASO ALTA DEMANDA BAJA DEMANDA RECURSO NECESIDAD +valor -valor Wide Connected Strategies, 2012
  30. 30. DEBILIDADES FORTALEZAS TRANSFORMABLE INMUTABLE escasez demanda demanda demanda demanda escasez - + + - - + + - - + + - - + + - HORARIO Nº DE SERVICIOS PLATOS SERVICIO CARTA EMPLAZAMIENTO LOCAL PEQUEÑO AFORO AMBIENTE escasez escasez Wide Connected Strategies, 2012
  31. 31. RECAPITULEMOS Oportunidades Clientes Valor hemos hablado de Wide Connected Strategies, 2012
  32. 32. GANADOSPROPIOS PAGADOS Fidelidad cliente Valor percibido Reputación Boca a boca Difusión gratuita Recomendación Comentarios Visibilidad Inmuebles Vehículos Personal Nuestra web Marca Estrategias, ideas Ventajas competitivas Producto Oportunidades ClientesValor Wide Connected Strategies, 2012
  33. 33. Muchas Gracias mau@wide-marketing.com mausantambrosio @mausant wwww.marketingdelretail.com www.wide-marketing.com Wide Connected Strategies, 2012 Mau Santambrosio marketing&brand strategy

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