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¿Qué es una estrategia de productos y cómo puedes realizarla con éxito? Saltar al contenido ¿Alguna vez has tenido la idea genial de inventar algo y pensar en venderlo? Un libro, un juego, una aplicación informática, puede ser cualquier cosa. Lo primero que te viene a la mente es que tu idea es tan buena que gustará a todos. Pero hoy en día hay mucha competencia , por eso se necesita una estrategia de productos . Las estrategias de producto son necesarias siempre, tanto si eres nuevo en el mercado como si eres una empresa consolidada. En este artículo te enseñaremos qué es una estrategia de productos y qué debes tener en cuenta para realizarla . Si te interesa, comenzamos ya.
Definición de estrategia de producto Una estrategia de producto es el conjunto de acciones a llevar a cabo para diseñar y realizar un producto o servicio teniendo en cuenta las necesidades del cliente potencial. Cualquier estrategia de producto necesita ser revisada y actualizada constantemente debido a la gran competencia existente. Como puedes ver, la estrategia de productos no es más que una estrategia de marketing .
¿Qué se necesita tener en cuenta para realizar una buena estrategia de productos? ¿Conoces el marketing mix? Se trata de un tipo de análisis basado en los aspectos internos de las empresas y que consta de 4 elementos básicos: producto, precio, distribución y promoción . Para este artículo nos vamos a centrar en la variable producto. Antes de diseñar cualquier producto, se debe estudiar qué necesidades va a resolver . Para saber esto probablemente necesites hacer un estudio de mercado. Antiguamente las empresas tendían a centrarse en las características de sus productos, sin embargo se dieron cuenta de que los consumidores adquieren aquellos que les hará más felices. Cuando ya está definida la necesidad que resolverá el producto, hay que diseñarlo, fabricarlo y comercializarlo. Para todo ello hay que trabajar aspectos como la marca, la imagen o la atención al cliente , especialmente en los servicios postventa. En secciones posteriores del artículo profundizaremos en la marca.
Estrategia de introducción de nuevos productos La estrategia de un producto nuevo suele ser una de las partes más peliagudas, sobre todo cuando tu empresa es nueva. Por eso en Gestion.org te damos las siguientes pautas para que tus probabilidades de éxito aumenten:
Define tu público objetivo : Piensa en quién querría comprar ese producto. Conviene para esto que te pongas un objetivo demográfico, pensando si tu producto es para hombres o para mujeres, de qué edad, qué ingresos y todas las características que puedas reunir. En definitiva, debes conformar el perfil de tu buyer persona.Define como distribuirás tu producto : todo dependerá del producto y del cliente ideal, el cual has definido en el paso anterior. Y a la hora de introducir el producto en el mrcado, ¿qué vas a hacer? ¿Cómo vas a empezar a conseguir ventas? Para eso puedes seguir algunas de las siguientes tacticas.
Lanzamiento interno : distribuye el producto entre el propio personal de la empresa antes de lanzarlo al exterior. Ahí será donde obtengas el primer feedback.Publicidad : en cualquier estrategia publicitaria ten en cuenta que debes llamar la atención, generar deseo y llamar a la acción. Otra forma de conseguir ventas es mediante incentivos y descuentos, medidas que suelen tomarse teniendo en cuenta factores psicológicos.
Estrategia de posicionamiento del producto Ya hemos hablado del conocimiento del público objetivo para posicionar un producto y de definir la propuesta de valor, pero se necesita analizar más, y esto es lo siguiente:
Identificar a la competencia : los competidores pueden ser primarios o secundarios. Competidores primarios son aquellos que tienen un producto similar. Los competidores secundarios no ofrecen productos similares al nuestro pero pueden afectar a nuestro posicionamiento en el mercado.Pedir testimonios : Siempre es bueno pedir información a los consumidores. Cuando nuestro producto ya ha llegado a algunas personas, se les puede preguntar qué les ha parecido y quizá puedan incluso dar alguna idea válida para posicionarlo. Además de esto hay distintos tipos de posicionamiento : por precio , por ventaja diferencial o por tipo de competencia.
Posicionamiento por ventaja diferencial : esta estrategia se basa en el atributo por el que un producto se diferencia de la competencia.Posicionamiento por competencia : el mensaje de este tipo de posicionamiento se basa en comparar nuestro producto con varias marcas de la competencia para demostrar que el nuestro es mejor.Posicionamiento por precio : esto se da cuando la imagen que se quiere dar del producto es que es mejor por ser más caro. Otra forma de hacerlo es el mensaje de que el producto es de alta calidad y buen precio. En cuanto a precio, hay compañías que basan su estrategia en ser competitivas por ser sus productos los más baratos . Esta forma de posicionar es arriesgada porque es posible que el mercado los vea como productos sin identidad y que no les preocupa ser diferentes.
Estrategia de producto y marca Muchas de las estrategias de producto están basadas en la marca. ¿En qué consiste una marca? Lo primero que pensamos es en un nombre, eslogan y logotipo distintivo. Pero esto es solo el principio. Una marca tiene que transmitir emociones, crear acción e interacción con los compradores . Es por eso, que la creación de la estrategia del producto es vital para que la marca vaya creciendo en su identidad. Una estrategia de producto y marca se caracteriza por lo siguiente:
El desarrollo de la personalidad de la marca, esa personalidad que diferencia a tus productos de otros muchos similares. Solo con escuchar el nombre de la marca se debe recordar el producto y todos sus beneficios . Recuerda a tu público objetivo por qué tiene que comprar tu producto en lugar de otros similares . Tienes que hacer que tu público se sienta «obligado» a adquirir tu producto desde el lado emocional, no necesariamente por calidad o precio, aunque estos dos aspectos también son muy importantes. La relación emocional con tu marca siempre será positiva . Una estrategia de marca puede centrarse en presentar el producto como de mayor calidad, o más barato o con más estatus. Cualquiera que sea este posicionamiento siempre debe hacerse tomando como referencia la competencia inmediata. La estrategia de producto y marca estará directamente relacionada la misión del negocio, los valores y tendrá un significado relevante para el público objetivo . La estrategia de marca tiene que alimentar a todos los sectores del negocio. Tiene que estar presente en las estrategias de ventas, de marketing, de precios, misión de la empresa, campañas de publicidad, compromiso con el cliente e imagen pública. ¿Quieres conocer la estrategia de un producto de marca muy conocida? Sigue leyendo y conocerás la estrategia de Coca Cola .
La estrategia de producto de Coca Cola Como ejemplo de estrategia de un producto, aquí tienes la última que mostró la firma Coca Cola. Es lo que ellos mismos denominaron «Marca Única» . Dicha estrategia se basa en los siguientes puntos:
Identidad corporativa : seguirá conservando el disco rojo, variando la parte gráfica de los envases, de tal forma que todos los tipos de Coca Cola tenga un diseño similar e identificable.Marketing : en este aspecto, la idea de Coca Cola es aumentar la visibilidad de las variantes bajas en calorías. Todas las clases de Coca Cola se venderán al mismo precio.Comunicación : la estrategia de comunicación se centrará en un 50% en la Coca Cola baja en calorías. Además, todas los tipos se comunicarán de manera unificada.Distribución : el esfuerzo en la distribución tiene como objetivo el que la Coca Colas baja en caloría (no importa el tipo que sea) esté en los comercios con la misma disponibilidad que la Coca Cola Clásica. VIDEO Y ya que empezamos con la Coca Cola, continuamos con las estrategias de venta de productos alimenticios.
Estrategias de ventas de productos alimenticios En cuanto a estrategias de producto en la industria de la alimentación, vamos a meternos en las estrategias de venta de los supermercados , que son los establecimientos con más ventas.
Los productos alimenticios que todo el mundo usa , por ejemplo la leche, están en el fondo del establecimiento . Así recorres todos los pasillos y ves otros productos, para así poder comprarlos. En los hipermercados estos productos suelen ser electrodomésticos y productos que tienen un margen de beneficio alto.En las estanterías, las marcas blancas están a la altura de los ojos . En los extremos están los productos más baratos y las promociones. En las zonas más altas o más bajas están las marcas de precio más alto. En las tiendas siempre hay música . Para elegirla se tiene en cuenta el tipo de música, volumen y ritmo en función del sexo y edad de los clientes. La temperatura tiene que ser agradable, entre 21 y 26 grados. En las secciones de alimentación el olor se potencia , como el de la fruta fresca y el pan recién hecho. Y ya no hablemos de cómo se potencian los olores en la sección de perfumería.Los colores son importantes . En las secciones alimentarias, el negro se asocia con las bebidas de precio alto. Para productos naturales y respetuosos con el medio ambiente se usan marrón y verde. El amarillo y el naranja son para productos veraniegos. Estas estrategias también se utilizan en tiendas más pequeñas. Hemos estado hablando de productos, pero también pueden ofrecerse servicios. Vamos a mostrarte en el siguiente vídeo cómo llevar a cabo la estrategia de producto o servicio de un estalecimiento que ofrece productos y servicios como es un restaurante . Te servirá para ampliar información. VIDEO
¿Cuáles son las estrategias de productos que utilizas? Aunque aquí te hemos mostrado ejemplos y pautas de estrategias de producto , cada empresa sigue sus propios patrones en función de sus productos, sus servicios, sus conocimientos y experiencia. ¿Nos cuentas tus estrategias? No dudes en hacerlo en los comentarios. ¡Te esperamos!