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Qué son las 4 p de la mercadotecnia y para qué sirven - Gestion.Org Saltar al contenido Las 4 p de la mercadotecnia es sin duda una de las teorías o conceptos más conocidos del marketing. Aunque nació hace ya unos cuantos años y en algunos sentidos se ha quedado desfasada, todavía hay expertos que recomiendan utilizarla. ¿Te has planteado alguna vez qué son esas famosas 4p del marketing y para qué sirven? ¿Tienes dudas de si a día de hoy te pueden ayudar con tu negocio? A esas 2 preguntas, y a mucho más, vamos a dar respuesta en este post. Ponte un café, coge papel y boli que hoy vamos a sacar al marketer que hay dentro de ti.
¿Qué son los 4 p del marketing? A finales de los años 50, E. Jerome McCarthy (profesor de contabilidad de la universidad de Michigan), planteó que para que una empresa llegase a buen puerto necesitaba realizar un plan de marketing basado en la teoría de las 4P de la mercadotecnia (marketing). Pero, ¿qué es eso de las 4 p y qué función cumplen dentro del marketing? Como vas a ver más adelante, esta teoría identifica a los 4 elementos más importantes de un negocio con una P:
P de producto. P de precio. P de promoción. P de plaza (distribución). El objetivo de analizar o «mezclar»* estas 4 variables es que antes de realizar un plan de marketing, adquieras una visión más global y acertada de todos los aspectos que componen tu negocio . Con esa «base» o comprensión más amplia, ya podrás diseñar una estrategia mucho más específica y enfocada.
¿Por qué hemos usado el verbo mezclar?
El concepto de las 4 p de la mercadotecnia es sinónimo del concepto marketing mix o mezcla de la mercadotecnia. Y es que se acuñó esa expresión porque se entendía que la estrategia de la empresa saldría de mezclar esos elementos.
La teoría de las 4P´S del marketing es una de las más famosas, aunque como todo,
ha tenido que ir evolucionando para adaptarse a los cambios que se han producido en el mercado. Sin embargo, todavía para muchos expertos realizar este análisis es algo recomendable ya que te obliga a profundizar en tu idea y en tu modelo de negocio.
VIDEO
¿Cuáles son las 4 P del marketing mix? Antes que nada, debes tener claro que cuando hablamos de las cuatro p del marketing, estamos hablando también de las 4p del marketing mix, las 4p de la mercadotecnia o las 4p de la mezcla de la mercadotecnia. Aunque suene a locura, en marketing hay muchos términos distintos para hablar de lo mismo, y si no nos crees, echa un ojo a nuestra sección de marketing . Una vez hecho este inciso, empecemos con lo que de verdad te interesa. Vamos a analizar qué es cada una de esas 4p y por qué son importantes.
1. Producto Es el elemento más importante del marketing mix. Cuidado que con producto nos referimos también a cualquier servicio, idea o lugar que esté en el mercado para su comercialización. Imagínate por un momento que eres propietario de una empresa. Si empezases a analizar las 4p de tu negocio, a la hora de detallar la parte del producto, deberías responder preguntas cómo estas:
¿Cuál es el punto fuerte de mi producto? ¿Su punto débil? ¿Cómo se produce (si corresponde)? ¿Cómo se podría mejorar? ¿Cómo son los productos de nuestra competencia? ¿Su diseño está bien planteado? ¿Es seguro? Etc. Etc. Tienes que conocerlo todo acerca de tu artículo, cualquier detalle es relevante. De cara a plantear el plan de marketing, puedes plantear distintas estrategias en relación a esta P. Por ejemplo:
Nuevas líneas de productos: si nuestro producto es una base de maquillaje para pieles normales, podrías sacar una nueva base para pieles secas o grasas.Mejorar el producto con servicios complementarios: si vendemos un móvil añadirle un período de garantía gratuito más largo por el mismo precio.Incorporar nuevas características, mejoras y funciones al producto: seguimos con el el ejemplo del smartphone . Los fabricantes va aumentando las prestaciones de cada nuevo modelo para que el usuario no pierda el interés.Mejorar otros aspectos: cambiar el diseño, el packaging, los colores, etc. Cuanto más atractivo sea mejor. Por ejemplo, aunque parezca una tontería el logotipo de una empresa es un elemento vital. Para plantear un plan de marketing debes tener claro cuáles son las ventajas y desventajas de tu producto o servicio de forma global. Debes analizar cualquier aspecto que le afecte. Además, al analizar las 4p´s de la mercadotecnia profundizas en tu modelo de negocio, por lo que tendrás la ocasión de detectar muchos fallos que a lo mejor ni te planteaste en su momento.
2. Precio Estipular el precio de un producto o servicio parece algo sencillo, pero lo cierto es que no lo es. Hay que tener en cuenta la percepción de los consumidores y considerar los precios de los productos de la competencia. Veamos qué tipo de preguntas deberías responder a la hora de analizar la variable del precio:
¿Por qué hemos asignado ese precio? ¿Cuál es el margen de beneficio? ¿Cuál es el mayor costo de producción? ¿Qué precios tiene la competencia? ¿Cómo percibe el cliente nuestro precio? El precio de un producto es un aspecto delicado. Como vimos antes, la fórmula de sumar el coste de producción al porcentaje de beneficio que queremos obtener, caducó hace mucho tiempo . Ahora, el precio va unido al mercado y al cliente. Con la publicidad, las marcas incorporan valores a sus productos para que los consumidores los vean más atractivos. Un ejemplo muy actual son los Iphones. Apple ha sabido vincular a sus teléfonos con valores como «calidad», «clase social» o «diseño», lo que les ha permitido alzar los precios. Veamos ahora algunas estrategias que están relacionadas con el precio:
Precios bajos: introducir en el mercado un producto con el precio más bajo para hacerlo conocido de una forma más rápida.Precio altos: otra estrategia es lanzar un producto con un precio más elevado, para dar sensación de que es un producto de mayor calidad. También hay que tener cuidado a la contra, ya que menos precio se puede ver como mala calidad.Precios promocionales para los consumidores que desarrollen una determinada acción: por ejemplo, traer un nuevo cliente o poner un mensaje en las redes sociales pueden ser acciones que pidamos que realicen los clientes. Al igual que con el análisis del producto, el precio nos va a obligar a estudiar el mercado y a nuestros potenciales clientes. Dos cuestiones muy importantes de cara al plantear el plan de marketing.
3. Promoción Vamos ya con la tercera P: la promoción. Esta variable consiste en analizar la forma en que las empresas dan a conocer sus productos o servicios. Aunque parezca que la manera más adecuada de promocionar un producto es la publicidad, lo cierto es que hay multitud de formas de hacerlo. Entre otras las que usa el marketing directo : mailing, telemarketing, catálogos, etc. ¿Qué deberías plantearte aquí?
¿Qué promociones hemos realizado ya? ¿Qué nos ha funcionado mejor hasta ahora? ¿Cuáles son los mejores canales para ponernos en contacto con nuestro público objetivo? ¿Qué tipos de valores de marca queremos transmitir en las promociones? En este apartado de las 4 p de la mercadotecnia hay que tener en cuenta la evolución que ha sufrido el mercado. Hace años, la publicidad en los medios convencionales era la mejor vía de promocionar nuestros artículos. Ahora, aunque la televisión y la radio siguen siendo los canales más importantes, Internet y las redes sociales están adquiriendo cada día una importancia mayor . Algunas estrategias relacionadas con la promoción son:
Campañas hipersegmentadas: el marketing cada vez tiende más a ofrecer mensajes muy personalizados. Se dirigen a menos personas pero son más eficaces.Influencers : la amplia mayoría de «líderes de opinión» son actores, presentadores y cantantes, pero cada vez irrumpen con más fuerza youtubers o bloggers. La clave de la promoción en estos momentos está en el cliente. Mientras que antes todo giraba en torno al producto, ahora todo se centra en nuestro consumidor. Para diseñar una campaña de éxito, será esencial que nos esforcemos en conocer cada vez más a nuestro público objetivo.
4. Plaza/distribución Y llegamos ya a la última de las 4 P de la mercadotecnia: la plaza o distribución. Aquí nos centramos en cómo hacemos llegar nuestros productos y servicios al cliente, (canales) y los lugares donde se vende. Pero, ¿cómo podemos hacer llegar los productos al consumidor? Hay varias maneras:
Franquicias. En otras tiendas. Venta online. Local propio ¿Qué estrategias se podrían crear en relación a la plaza? Te damos algunas ideas:
Utilizar a intermediarios. Distribuir los productos de forma intensiva por muy raro que parezcan algunos lugares. Limitar el acceso del producto a lugares exclusivos. Durante mucho tiempo, de las cuatro P, esta ha sido a la que menos importancia se le ha otorgado. Sin embargo, los consumidores cada vez reclaman más y mejores canales donde recibir los productos . Buena prueba de ello es el esfuerzo que está haciendo Amazon por reducir el tiempo de los envíos. No dejar de ser una forma de destacar frente a la competencia.
Ejemplo de las 4p de la mercadotecnia Ahora que ya conoces cuáles son las 4 p de la mercadotecnia, ya te habrás dado cuenta de la importancia que tiene este análisis de cara a desarrollar un plan de marketing. Lo ideal es que hagas un estudio profundo de cada una de las variables ya que te eso te va a obligar a ver tu negocio desde distintos puntos de vista. ¿Quieres ver ejemplos? Échale un vistazo a esta presentación sobre las 4p´s del marketing del McDonald´s.
La evolución de las 4 p a las 4c del marketing Aunque hemos hablado de la teoría de las 4p, lo cierto es que el marketing en sus inicios contaba con 12 variables. El encargado de definir estos 12 elementos fue Neil Bordem , licenciado en economía y profesor de marketing y publicidad. Esas 12 variables eran las siguientes:
Planteamiento del producto. Precio Marca Canales de distribución. Personal de ventas. Publicidad Promoción. Empaque Exhibición. Servicio Distribución. Investigación. Te dejamos a continuación un vídeo explicativo en el que se explica la teoría de las 12 p de Neil Bordem .
VIDEO
Sin embargo, el planteamiento inicial de Bordem fue quedándose algo desfasado, lo que llevaría años después a E. Jerome McCarthy a plantear las famosas 4p del marketing.
Y se unen 3 más: nacen las 7 P del marketing Como hemos visto, la primera mezcla del marketing se hizo con 12 elementos que después se redujeron a 4. Pero como no podía quedar ahí la cosa, 2 décadas después, Bernard Booms y Mary Bitner, incuirían 3P más. Aparecían en escena estas variables:
People (gente). Process (proceso). Physical evidence (evidencia física). A la unión de estas 3 P con las anteriores se la ha denominado: las 7P del marketing de servicios. El nombre se debe a que Booms y Bitner entendieron que el modelo de las 4p se había quedado obsoleto para la venta de servicios.
Las 4c del marketing: cambiamos de letra Pero si no teníamos bastante con estos cambios, con el paso del tiempo se empieza a ver que las 4p del marketing son insuficientes para el buen desarrollo de una empresa. Tanto, que en 1990 Robert Lauterborn, profesor de Publicidad de la Universidad de Carolina del Norte, plantea el concepto de las 4 c. El cambio de la P a la C se debe a que esta teoría se centra única y exclusivamente en el cliente. Veamos en qué se plasmó la evolución:
Cliente – en sustitución del producto. Costo – en sustitución del precio. Comunicación – en sustitución de promoción. Conveniencia – en sustitución de plaza. 1. Cliente El planteamiento cambia. Ya no nos importa tanto el producto, el foco ahora se pone en mantener un contacto directo con el cliente. El objetivo primordial es conocer cuáles son las necesidades de la persona para satisfacerlas de la mejor manera . Un producto o servicio solo se venderá si el público lo requiere.
2. Costo Hay que tener en cuenta que un cliente satisfecho generará más beneficios. El precio pasa a quedar en un segundo plano y lo importante es definir el coste que conlleva satisfacer las necesidades del cliente.
3. Comunicación La comunicación es el elemento clave para intercambiar información entre el cliente y la empresa. No solo se utiliza para dar a conocer a los clientes los productos que se desea vender, sino que también se tiene muy en cuenta la opinión del consumidor según su experiencia. La empresa ahora solo mejora su producto en función de la opinión que tiene el consumidor del artículo.
4. Conveniencia Se establecen los lugares de distribución más adecuados para el cliente. En este caso podemos decir que conveniencia es sinónimo de comodidad o accesibilidad. Te dejamos otro vídeo en el que se explica ese paso del marketing 1.0 al 2.0, el cambio de las 4Ps al 4Cs.
VIDEO
No que olvidar que estos cambios en los modelos obedecen a la propia evolución que sufría el mercado. Es el ejemplo perfecto del paso del marketing tradicional al moderno.
¿Preparado para analizar las 4 p de la mercadotecnia? Después de leer este post, ya estás más que preparado para poder plantear un análisis de tu empresa «mezclando» las 4p´s del marketing mix. Aplica este modelo en tu negocio y cuéntanos en los comentarios como te ha ido. Ya sabes que nos encanta conocer tu experiencia 🙂