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Marketing industrial: ¿en todos los sectores se puede hacer marketing? Saltar al contenido ¿No tienes claro qué es el marketing industrial y si te puede ayudar a vender más tus productos y servicios? No es extraño que no conozcas este término ya que no existe mucha información en Internet sobre él. Y es que la amplia mayoría de artículos se centran en el marketing de consumo ¿Significa esto que el marketing industrial no es interesante? Para nada. De hecho, si tienes una empresa no deberías separarte de la pantalla ya que este artículo te interesa muchísimo. Quién sabe, a lo mejor hoy descubres que un nuevo mercado te está esperando.
¿Qué es el marketing industrial? Antes de entrar en cuestiones más específicas es mejor que dejemos clara la definición de marketing industrial y hablemos de cuáles son sus principales características. Para Philip Kotler , considerado uno de los gurús del marketing, la mercadotecnia industrial es:
“Un proceso social por el que los individuos y grupos obtienen lo que necesitan y desean a través de la creación y el intercambio de productos y de valor con otros”.
Como ves, la definición de Kotler es muy genérica, así que hemos buscado otra más específica. Fíjate en esta otra. Según Robert Dwyer (profesor emérito e Instructor Adjunto en Marketing para el Carl H. Lindner College of Business ), el marketing entre empresas es:
“Comercializar productos o servicios con otras compañías, cuerpos de gobiernos, instituciones y otras instituciones”.
El marketing industrial se caracteriza por los tipos de mercados y productos a los que se aplican los principios generales del marketing . Es un tipo de mercadotecnia en el que tanto el vendedor como el comprador son industrias o empresas: business to business (b2b). Para Dwyer , existen al menos 5 aspectos que diferencian al marketing B2B:
Relaciones comprador-vendedor: son relaciones mucho más estrechas. Con gran frecuencia se forjan contratos a largo plazo gracias a la confianza y al desempeño demostrado entre ambos.Canales más cortos de distribución: en la mayoría de los negocios B2B no existen intermediarios.Énfasis en la venta personal: existe una comunicación directa y unos procesos de compra bastante complejos. Toman una mayor importancia el canal directo y el tamaño del cliente.Mayor integración en la web: la web se convierte en el elemento fundamental para la comunicación entre comprador y vendedor.Estrategias promocionales únicas: el marketing B2B utiliza canales promocionales como las ferias comerciales o exposiciones. Como acabamos de ver, en el marketing industrial es fundamental mantener una relación estable con todos los clientes. Cada cliente, en este sector, es infinitamente más importante que un cliente del mercado de consumo de masas. Se considerado un marketing bastante complejo ya que las empresas se enfrentan a procesos de ventas extensos, a veces incluso pueden durar un año. Y esto supone que las compañías deban hacer frente a una gran inversión de tiempo. Está claro que el fin de cualquier empresa es obtener el máximo beneficio posible. Por eso, podemos decir que el aumento de los beneficios y el marketing industrial van cogidos de la mano. Una de las funciones más importantes del marketing industrial es dar información minuciosa del producto. El consumidor industrial necesita mucha más información en el proceso de compra. Uno de los medios más utilizados para transmitir esta información son los catálogos , ya que permite ofrecer con detalle exhaustivo las características de los productos.
Características del marketing industrial Como te habrás imaginado, no es lo mismo vender a personas que vender a empresas, estamos ante un tipo de marketing muy específico y que tiene unas características especiales.
Compra directa: los compradores compran directamente a los fabricantes de los productos sin necesidad de que haya intermediarios de por medio, sobre todo si son productos caros.Reciprocidad: es muy común en el mercado industrial. Los proveedores se retroalimentan entre ellos. Se compran productos y servicios entre ellos para aumentar los beneficios y conseguir ventas seguras.Leasing: muchos compradores industriales adquieren sus productos a través del leasing, es decir, mediante un contrato en el que se contempla la opción de compra por parte del arrendatario. Esto método se usa con frecuencia con las maquinarias industriales. Puedes leer más acerca del leasing en este post . Ahora que ya tenemos claro el concepto de marketing industrial, ya es hora de que demos un salto y veamos cuestiones más prácticas.
Ejemplos de marketing industrial El marketing industrial parece algo lejano y separado de nuestra cotidianidad diaria, pero no está tan alejado de nuestro día a día como parece. Imagínate que tienes una panadería y que tienes varias empresas (proveedores) que te ofrecen sus productos para que los vendas en tu tienda. La elección que hagas de cada producto (pan, patatas fritas, fruta) estará condicionada por la estrategia de marketing que haya realizado la empresa proveedora. De cualquier forma, las dos empresas se benefician: tu vendes productos a tus clientes y ellos te lo venden a ti. Otro caso más que te ayudará a entenderlo con facilidad es el siguiente: Imagínate que tienes una empresa que fabrica lámparas y las depositas en un almacén. Como es un material pesado para mover los palés de mercancía, necesitarás una máquina elevadora. ¿Solución? Un contrato de leasing con otra empresa. Además te acuerda que una empresa hace poco te mandó un catálogo con maquinaria de este tipo (marketing industrial). En estos 2 ejemplos puedes ver como 2 empresas se unen para ayudarse y beneficiarse mutuamente. Y como acabas de ver, el apoyo entre empresas o el marketing industrial se puede producir de diferentes formas. Cualquier interacción entre empresas que ayude a mejorar la situación de ambas podría considerarse marketing industrial.
Cómo plantear una estrategia de marketing industrial Si tienes una empresa que puede vender sus productos a otras tienes que ver cómo vas a plantear toda la estrategia de marketing. Lo primero que tienes que tener en cuenta es que una estrategia comercial está dividida en dos factores.
1. La segmentación del mercado La primera decisión que tienes que tomar es a quién te vas a dirigir y a quiénes les vas a vender. Para ello, tienes que dividir el mercado en segmentos. Y de cada uno de esos grupos que crees, tienes que analizar y estudiar sus necesidades. De esta manera verás con cuáles tienes la opción de establecer negocios. En el marketing industrial no se utilizan las mismas variables que en el marketing de consumo masivo. Dentro de la mercadotecnia industrial se utilizan las siguientes variables de segmentación:
Geográfica: el lugar donde ubican sus almacenes u oficinas nos puede resultar muy interesante si queremos establecer una colaboración en relación a la distribución de productos.Por variables operativas : lo principal a tener en cuenta es la tecnología con la que la empresa trabaja.Según el enfoque hacia la compra: en este punto nos centraremos en el departamento de compra de la empresa. Nos tenemos que fijar en si estamos comprando por primera vez, si es una compra repetitiva o si es algo esporádico.Según volumen de ingresos: ¿puede esa empresa permitirse nuestros productos y servicios? Realizar un estudio de mercado siempre es importante cuando se plantea un plan de marketing . Gracias a esto podrás saber dónde te interesa más invertir tus esfuerzos y dónde no.
2. Las famosas P del marketing industrial A la hora de establecer tu estrategia tienes que analizar 6 las variables. Ahora cuando las veamos te vas a dar cuenta de que 5 de estas variables coinciden con las del marketing de consumo . Sin embargo, las diferencias entre ellas son bastante notables. ¿Cuáles son las 6 P utilizadas en el marketing industrial ?
Producto: al hablar de producto nos referimos a la maquinaria, piezas de fabricación y servicios imprescindibles para la producción de bienes. Lo más importante a tener en cuenta en esta variable es que el cliente busca bienes o servicios que los ayuden a que sus operaciones dentro de sus negocios sean más rentables.Precio: en el mercado industrial hay precios bastante llamativos. Por ejemplo, la compra de maquinaria o materias primas puede generar el desembolso de cientos de miles de dólares. Esto implica que cualquier acción de fijación de precios, acciones de la competencia o posicionamiento de las marcas se revise con lupa.Plaza/distribución: esta variable tiene relación con la forma de acercarse a las empresas que demanden los bienes. La plaza, o también conocida como distribución, abarca todas las acciones que son necesarias para que los productos o bienes lleguen desde el fabricante hasta el consumidor.Promoción: no es más que dar a conocer los bienes o servicios a través de catálogos, fichas técnicas o el merchandising . Esta última es la forma más utilizada en la actualidad ya que cada vez es más común hacer regalos (gorras, llaveros, camisetas, etc.) con el logotipo de la marca.Personas o nivel de servicio: el vendedor es la clave para definir el nivel de servicio. Pero no es el único, también influyen otros miembros de la organización como del área de comunicación, de finanzas, logística, etc. Todas ellas deberán unirse si quieren conseguir un servicio eficiente.Postventa: para terminar, la relación postventa entre dos empresas es mucho más fuerte que entre consumidores. Una buena atención y seguimiento de los productos vendidos es fundamental para mantener las buenas relaciones. Como ves, aunque se analizan las mismas variables, este mercado es muy diferente al del consumo masivo. Por esto, es muy importante que veas cada variable en su correcto contexto.
Y tú… ¿aplicas una estrategia de marketing industrial? Si tienes una empresa y vendes a otras, no dejes de contarnos cuál es la estrategia que usas para vender productos y servicios. ¡Te esperamos en los comentarios!