Santesmases Mestre Marketing Conceptos Y Estrategias PDF.pdf

0yGXOR&RQFHSWRVEiVLFRVGH0DUNHWLQJ

%ORTXH,0DUNHWLQJ

,1',&('(&217(1,'26  

2%-(7,926'(/7(0$ &21&(3726%È6,&26'(0$5.(7,1*





'(),1,&,Ï1'(0$5.(7,1*  /26&21&(3726%È6,&26'(/0$5.(7,1* 



1HFHVLGDGGHVHR\GHPDQGD 



%HQHILFLRFRVWHYDORU\VDWLVIDFFLyQ

   

 

,QWHUFDPELR\WUDQVDFFLRQHV%XVFDGRUHVGHLQWHUFDPELR  5HODFLRQHV\UHGHV0DUNHWLQJUHODFLRQDO

(O0HUFDGR 

(92/8&,Ï1'(/&21&(372'(0$5.(7,1* 

/$ *(67,Ï1'(0$5.(7,1* 



'HILQLFLyQGHODJHVWLyQGH0DUNHWLQJ



(OSURFHVRGHGHFLVLyQGHFRPSUD 

   



 



3URGXFWRVVHUYLFLRVHLGHDV



/DGHPDQGD 3DUWLFLSDQWHVHQHOSURFHVRGHFRPSUD  7LSRVGHFRPSRUWDPLHQWRGHFRPSUD 

/DVHWDSDVGHORVSURFHVRVGHGHFLVLyQGHFRPSUD

(O0DUNHWLQJPL[

'HILQLFLyQ /DVFXDWUR3 

/D3ODQLILFDFLyQ(VWUDWpJLFD 

(/3/$1'(0$5.(7,1*





'(),1,&,Ï1 

&217(1,'2

 

 

5HVXPHQHMHFXWLYR 

$QiOLVLVGHODVLWXDFLyQDFWXDO 'HILQLFLyQGH352'8&720(5&$'20(5&$'2(,1'8675,$

$QiOLVLV([WHUQR



(O(QWRUQR 



(OHPHQWRVGHO(QWRUQR(VSHFtILFR



$QiOLVLVGHO0HUFDGR

3iJLQD

6 ( 0 , 1 $ 5 , 2  ' (  * ( 6 7 , Ð 1  ( 0 3 5 ( 6 $ 5 , $ /

0yGXOR&RQFHSWRVEiVLFRVGH0DUNHWLQJ





 

(ODQiOLVLV'$)2  $QiOLVLVGH$PHQD]DV\2SRUWXQLGDGHV$QiOLVLV$2 

$QiOLVLVGH3XQWRV)XHUWHV\'pELOHV$QiOLVLV)'  

$QiOLVLVGHORV7HPDV&ODYH 



(VWUDWHJLDVGH0DUNHWLQJ

 



 





$QiOLVLVGHO(QWRUQR*HQHUDO 

 



%ORTXH,0DUNHWLQJ



2EMHWLYRV 7LSRVGHHVWUDWHJLDV 

(YDOXDFLyQGHODHVWUDWHJLD 

3URJUDPDGHDFFLRQHV,PSODQWDFLyQGHODHVWUDWHJLD 3URJUDPDGHDFFLRQHV ,PSODQWDFLyQGHODHVWUDWHJLD

'HFODUDFLyQGHEHQHILFLRV\SpUGLGDVHVSHUDGDV  &RQWUROGHHVWUDWHJLDV$XGLWRULDGH0DUNHWLQJ 

&+(&./,67'(/3/$1'(0$5.(7,1* 

%,%/,2*5$)Ë$ 

3iJLQD

6 ( 0 , 1 $ 5 , 2  ' (  * ( 6 7 , Ð 1  ( 0 3 5 ( 6 $ 5 , $ /

0yGXOR&RQFHSWRVEiVLFRVGH0DUNHWLQJ

%ORTXH,0DUNHWLQJ

 2%-(7,926'(/7(0$ œ

&RQRFHUODGHILQLFLyQGH0DUNHWLQJ\VDEHUGLIHUHQFLDUORVFRQFHSWRVDVRFLDGRV

DO0DUNHWLQJFRPRVRQ R

1HFHVLGDGGHVHRGHPDQGD

R

3URGXFWRPHUFDGRPHUFDGRLQGXVWULD

R R R R

3URGXFWRVHUYLFLRLGHD

%HQHILFLRFRVWHYDORUVDWLVIDFFLyQ ,QWHUFDPELRWUDQVDFFLyQ 5HODFLyQUHG

œ

&RQRFHUODVGLIHUHQWHVHWDSDVGHO0DUNHWLQJDORODUJRGHOWLHPSR

œ

5HFRQRFHUTXHODJHVWLyQGH0DUNHWLQJHVXQDJHVWLyQGHODGHPDQGD

œ

6DEHUTXHHVODSODQLILFDFLyQHVWUDWpJLFD\ODLPSRUWDQFLDTXHWLHQHHOHQWRUQR

HQVXGHVDUUROOR'HQWURGHOHQWRUQRVDEHUGLIHUHQFLDUHQWUHPLFURHQWRUQR\PD FURHQWRUQR

œ

&RPSUHQGHUFRPRUHDOL]DQORVFOLHQWHVHOSURFHVRGHFRPSUD\WRGDVODVLPSOL

œ

&RQRFHUTXHHVHO0DUNHWLQJ0,;GHODHPSUHVDDVtFRPRVXVFRPSRQHQWHV

FDFLRQHVTXHHVWHSURFHVRWLHQH

R

3URGXFWR

R

3URPRFLyQ

R R œ

3UHFLR

'LVWULEXFLyQ

5HFRQRFHUODLPSRUWDQFLDGHO3ODQGH0DUNHWLQJFRPRKHUUDPLHQWDSDUDGHVD

UUROODU ODVLGHDV SURSXHVWDV SRU HO 0DUNHWLQJ $GHPiV GH GHVDUUROODUXQD JXtD SDUDTXHHOODHPSUHQGHGRUDSXHGDUHDOL]DUVXSURSLR3ODQGH0DUNHWLQJ

3iJLQD

6 ( 0 , 1 $ 5 , 2  ' (  * ( 6 7 , Ð 1  ( 0 3 5 ( 6 $ 5 , $ /

%ORTXH,0DUNHWLQJ

0yGXOR&RQFHSWRVEiVLFRVGH0DUNHWLQJ

 &21&(3726%È6,&26'(0$5.(7,1* 

'(),1,&,Ï1'(0$5.(7,1*

(O0DUNHWLQJQRHV œ

1RHVVRODPHQWHXQDIRUPDGHRUJDQL]DFLyQFRPHUFLDO

œ

1RHVLQYHVWLJDFLyQGHPHUFDGRVDXQTXHHVWDHVXQDHVXQDKHUUDPLHQWDPX\

œ

œ œ œ

1RHVYHQWDV

LPSRUWDQWHSDUDHO0DUNHWLQJ 1RHVSXEOLFLGDG

1RHVODQ]DPLHQWRGHSURGXFWRV 1RHVFUHDUQHFHVLGDGHV

$ SDUWLU GH HVWDV SUHPLVDV LQLFLDOHV 6DQWHVPDVHV GHILQH  HO 0DUNHWLQJ FRPR ³XQD IRUPD GLVWLQWD GH FRQFHELU \ HMHFXWDU OD IXQFLyQ FRPHUFLDO R UHODFLyQ GH LQWHUFDPELR

HQWUHGRVRPiVSDUWHV´$VtSRGHPRVYHUHO0DUNHWLQJGHGRVIRUPDVFRPRILORVRItD

HVXQDSRVWXUDPHQWDOXQDDFWLWXGTXHSDUWHGHODVQHFHVLGDGHV\GHVHRVGHOFRQVX

PLGRU\WLHQHFRPRILQVXVDWLVIDFFLyQGHOPRGRPiVEHQHILFLRVRWDQWRSDUDHOFRQVX PLGRUFRPRSDUDODHQWLGDG&RPRWpFQLFD HVHOPRGRHVSHFtILFRGHHMHFXWDUROOHYDUD

FDER OD UHODFLyQ GH LQWHUFDPELR TXH FRQVLVWH HQ JHVWLRQDU GHVDUUROODU \ VHUYLU D OD GHPDQGD

5(&8(5'$

´0DUNHWLQJHVXQDIRUPDGLVWLQWDGHFRQFHELU\HMHFXWDUODIXQFLyQFRPHUFLDO R UHODFLyQGHLQWHUFDPELRHQWUHGRVRPiVSDUWHVµ 6$17(60$6(6 

/26&21&(3726%È6,&26'(/0$5.(7,1*

1HFHVLGDGHV GHVHRV GHPDQGD

3URGXFWRV

9DORU FRVWH VDWLVIDFFLyQ

,QWHUFDPELR WUDQVDFFLRQHV UHODFLRQHV

0HUFDGRV

0DUNHWLQJ\ %XVFDGRUHV GHLQWHUFDPELR

'LUHFFLyQGHPDUNHWLQJ.RWOHU3(G3UHQWLFH+DOO

3iJLQD

6 ( 0 , 1 $ 5 , 2  ' (  * ( 6 7 , Ð 1  ( 0 3 5 ( 6 $ 5 , $ /

0yGXOR&RQFHSWRVEiVLFRVGH0DUNHWLQJ

%ORTXH,0DUNHWLQJ

 1HFHVLGDGGHVHR\GHPDQGD (OSXQWRGHSDUWLGDGHO0DUNHWLQJQDFHHQODVQHFHVLGDGHVEiVLFDVHQORVGHVHRVGH

ODVSHUVRQDV\HQODVGHPDQGDVSRGHPRVGHILQLUQHFHVLGDG FRPR³ODFDUHQFLDGHXQ

ELHQEiVLFR´/DQHFHVLGDGQRKDVLGRFUHDGDSRUODVRFLHGDGQLSRUORVHVSHFLDOLVWDV GH0DUNHWLQJGHDKtTXHVHGLJDTXHSHUPDQHFHODWHQWH

'HVHR HV³ODFDUHQFLDGHDOJRHVSHFtILFRTXHVDWLVIDFHODVQHFHVLGDGHVEiVLFDV´ ORV

GHVHRVVRQYDULDGRV\FDPELDQFRQWLQXDPHQWHGHSHQGLHQGRGHP~OWLSOHVIDFWRUHVFR PRODUHOLJLyQODIDPLOLDODHGXFDFLyQRODVHPSUHVDV/RVGHVHRVVHPDQLILHVWDQ3RU HMHPSORXQLWDOLDQRQHFHVLWDDOLPHQWRV\GHVHDXQDSL]]D

/DVGHPDQGDV ³VRQORVGHVHRVGHXQSURGXFWRHVSHFtILFRHQIXQFLyQGHXQDFDSDFL

GDGDGTXLVLWLYDGHWHUPLQDGD´ 0XFKDVSHUVRQDVGHVHDQXQ)HUUDULSHURVRORXQDVSR FDVSXHGHQDGTXLULUOR

,GHQWLILFDU ODV QHFHVLGDGHV \ ORV GHVHRV UHSHUFXWH HQ XQD VHULH GH EHQHILFLRV WDQWR SDUDODHPSUHVDFRPRSDUDHOFOLHQWH œ

$KRUURGHWLHPSRWDQWRSDUDHOFRPSUDGRUFRPRSDUDHOYHQGHGRU

œ

5HGXFHODVGHYROXFLRQHVGHPHUFDQFtD\FDQFHODFLRQHVGHYHQWD

œ œ

,PSLGHFRQIXQGLUDOFOLHQWHSUHVHQWiQGROHSURGXFWRVDGHFXDGRV

$XPHQWDODDXWRVHJXULGDG\ODVDWLVIDFFLyQSHUVRQDOGHOYHQGHGRU

5(&8(5'$ 

1HFHVLGDG

'HVHR'HPDQGD

3RU~OWLPRFDEHGHVWDFDUTXHHO0DUNHWLQJQRFUHDQHFHVLGDGHVSXHVVLVHHVWLPXODOD

GHPDQGDVLQH[LVWLUXQDQHFHVLGDGSUHYLDHVWDGHPDQGDVHUiDUWLILFLDO\DFDEDUiGH VDSDUHFLHQGRFRQHOULHVJRGHTXHORVSRVLEOHVFRPSUDGRUHVWHUPLQHQUHFKD]DQGROR



'LUHFFLyQGHPDUNHWLQJ.RWOHU3(G3UHQWLFH+DOO

3iJLQD

6 ( 0 , 1 $ 5 , 2  ' (  * ( 6 7 , Ð 1  ( 0 3 5 ( 6 $ 5 , $ /

%ORTXH,0DUNHWLQJ

0yGXOR&RQFHSWRVEiVLFRVGH0DUNHWLQJ

TXHUHDOPHQWHQRQHFHVLWDQ(OH[SHUWRHQ0DUNHWLQJGHEHDFWXDUVREUHHOGHVHR\OD GHPDQGD

 3URGXFWRVVHUYLFLRVHLGHDV .RWOHUGHILQHFRPRSURGXFWR³WRGRDTXHOORVXVFHSWLEOHGHVHURIUHFLGRSDUDVDWLVIDFHU

XQDQHFHVLGDG´&RQHOWpUPLQRSURGXFWRQRVYLHQHDODPHQWHXQREMHWRItVLFRFRPR

XQUHORMXQSDQWDOyQHWF3HURXQSURGXFWRQRHVVyORODVXPDGHORVEHQHILFLRVEiVL FRVTXHHVWHUHSRUWDFRQWLHQHDGHPiVXQDVHULHGHDVSHFWRVIRUPDOHVFRPRVRQOD

FDOLGDGPDUFDHQYDVHHVWLOR\GLVHxRTXHHVORTXHFRQVWLWX\HQHQSURGXFWRWDQJL EOH $GHPiVHOSURGXFWRWDPELpQHVXQFRQMXQWRGHDVSHFWRVDxDGLGRVFRPRVRQHO VHUYLFLR SRVYHQWD HO PDQWHQLPLHQWR OD JDUDQWtD LQVWDODFLyQ HQWUHJD \ ILQDQFLDFLyQ TXHVRQORTXHFRQILJXUDHOSURGXFWRDXPHQWDGR

(VWLOR'LVHxR

6HUYLFLRSRVYHQWD

)LQDQFLDFLyQ

0DQWHQLPLHQWR

(QYDVH

*DUDQWtD

%(1(),&,26 %$6,&26

&DOLGDG

0DUFD

(QWUHJD

$63(&726)250$/(6 3URGXFWRWDQJLEOH

,QVWDODFLyQ

$63(&726$f$','26 3URGXFWRDXPHQWDGR

0DUNHWLQJ&RQFHSWRV\HVWUDWHJLDV6DQWHVPDVHV0(G3LUiPLGH

6HJ~Q6DQWHVPDVHVXQVHUYLFLRFRQVLVWHHQ³ODDSOLFDFLyQGHHVIXHU]RVKXPDQRVR

PHFiQLFRVDSHUVRQDVDQLPDOHVXREMHWRV´/RVVHUYLFLRVVRQLQWDQJLEOHVQRVHSXH GHQSHUFLELUSRUORVVHQWLGRVVRQSHUHFHGHURV\QRVHSXHGHQDOPDFHQDU(MHPSORVGH

VHUYLFLRV VRQ ODV DFWLYLGDGHV GHVDUUROODGDV SRU ORV EDQFRV FRPSDxtDV GH VHJXURV KRVSLWDOHVYHWHULQDULRVWDOOHUHVGHUHSDUDFLyQHWF

3iJLQD

6 ( 0 , 1 $ 5 , 2  ' (  * ( 6 7 , Ð 1  ( 0 3 5 ( 6 $ 5 , $ /

%ORTXH,0DUNHWLQJ

0yGXOR&RQFHSWRVEiVLFRVGH0DUNHWLQJ

8QDLGHDSDUD6DQWHVPDVHV³HVXQFRQFHSWRXQDILORVRItDXQDRSLQLyQXQDLPDJHQ R XQDFXHVWLyQ´(VLQWDQJLEOH&RPRHMHPSORSRGHPRVFLWDUORVSURJUDPDVGHSUHYHQ

FLyQGH6,'$RODVFDPSDxDVGHGRQDFLyQGHVDQJUHWDPELpQVHSXHGHQFLWDUORVSDU WLGRVSROtWLFRVRODVLGHRORJtDVUHOLJLRVDV

5(&8(5'$ 3URGXFWR6DWLVIDFWRUGHQHFHVLGDGHV7DQJLEOH

6HUYLFLR6DWLVIDFWRUGHQHFHVLGDGHV,QWDQJLEOH ,GHD&RQFHSWRRSLQLyQLPDJHQ,QWDQJLEOH

 %HQHILFLRFRVWHYDORU\VDWLVIDFFLyQ 3DUDH[SOLFDUHVWRVFRQFHSWRVQRVYDPRVDYDOHUGHXQHMHPSORVXSRQJDPRVTXHVH YDDFRPHUIXHUDGHFDVDWRGRVORVGtDV

(-(03/2'(9$/25&267(