El gran consumo

Habría muchas razones para argumentar que el mundo del gran consumo es un campo en el que se juntan al menos dos planos: el sociológico plural y el psicológico individual. El modernismo nos lleva a consumir para ser como los otros, el Marketing nos ayuda a diferenciar entre los diversos consumidores y permitir que haya posibilidades de diferenciarse incluso a través de lo que cada uno prefiere.

En un momento en que el modernismo está siendo un modo de vida socialmente aplaudido, el consumo es estimulado más allá de los límites de lo individual y sus posibilidades. El individuo se ve de repente dentro de una red social donde el tipo  de consumo le marca y le da nombre…la persona se convierte en consumidor, diferenciándose de los demás por su capacidad de consumo. Recordemos algunos anuncios publicitarios donde  se asimila la capacidad de compra a características personales de poder, de género o de clase.

Se promueve el placer de comprar pero éste se acompaña por el dolor de quien no puede acceder al consumo de esos mismos bienes. En el mundo en el que vivimos, en el que hay una saturación del mercado, trabajar para ofrecer a la gente en general  las mejores calidades, a buenos precios y diseñar acciones divertidas en las que disfruten  es algo que merece la pena vivenciar.

Esto permite al profesional un placer añadido, saber que los consumidores tendrán el placer y el disfrute no sólo en el momento de la compra y del consumo del producto sino además, a la hora de disfrutar de las campañas que hayas podido preparar.

Por eso creo que las personas dedicadas al Marketing debemos hacer de la creatividad y la innovación un fin, convertir algo posiblemente monótono como ir a la compra de forma habitual , en una experiencia diferente.

Conseguir que los consumidores no se sientan “abandonados” por sus marcas…que a pesar de la mala situación económica….al menos sus marcas de toda la vida sigan ahí respondiendo como antes a sus necesidades.

Por eso el trabajo en este campo puede ayudar a modificar algunas situaciones vigentes en el mercado actual y en la implicación del profesional. La satisfacción de generar placer


La marca blanca

La idea de la marca blanca llegó a revolucionar el mercado del consumo dando identidad propia al distribuidor y dejando al productor en un segundo plano. Pero las marcas son una parte del producto en sí, es la parte que connota respecto a su calidad y a su historia, forma parte de la imagen social del producto y de cómo éste se va construyendo más allá de la realidad tangible.

Una marca fuerte  parece más importante en un momento de crisis de lo que a priori se podía pensar. Su uso, la identificación del producto a través de esta marca, se transforma en una importante herramienta para la visualización del producto, su desarrollo y las estrategias de Marketing utilizadas.

Se puede comprobar en la actualidad la fuerte resistencia de la marca a largo plazo. Las huellas que ha ido dejando en la cultura de compra del consumidor, no se borran fácilmente y permanecen más de lo esperado.
La realidad económica de la crisis llevó a pensar que los grandes productores dejarían de invertir en el cuidado de sus marcas. Pero no ha sido así y las marcas fuertes has sorteado mucho mejor la crisis porque un factor psicológico en el consumidor ha jugado un papel primordial: se trata del factor confianza. El consumidor confía en su producto y ésta confianza cobra una importancia especial dado que garantiza la calidad y la fiabilidad del mismo. En momentos de crisis el cuidado del gasto pasa a ser primordial.

En este contexto del consumo por marcas, la marca blanca aumenta en un primer momento pero esto lleva a una retracción a largo plazo. El productor ya no invierte en mejorar su marca, puesto que queda escondida detrás de la marca blanca. Se confía en el precio pero no en la calidad, por lo cual invertir en mejorarla parece a todas luces innecesario.  Así el producto va perdiendo valor añadido, la investigación es dejada de lado y como consecuencia no hay innovación ni en el producto en sí ni en otros elementos relacionados.

Hay pues un empobrecimiento de la competitividad, el producto no puede competir en los mercados internacionales y se produce a largo plazo un retraso tecnológico por falta de innovación.

Dijo Albert Einstein: “En los momentos de crisis sólo la imaginación es mas importante que el conocimiento”, innovar, dejar a la imaginación buscar alternativas que mejoren el producto permite salir a los mercados sabiendo cosas nuevas sin respetar tanto lo que se sabe con seguridad.


Conclusions

 

The Buenos Aires study trip has been a great experience for me. I did not expect that kindness from all the people and it was a great opportunity to spend more time and say goodbye to my Global mates.

 

I got surprised about lots of things there some of them pretty good, such as the people, the city, the history, the culture (there are many bookshops that remain open 24 hours per day), and some of them not that good: I did not expect the insecurity, the difficult situation that implies having “an official exchange rate” and how the Argentinians deal with it (in this case, it was something to learn about) or the slums in the suburbs.

 

But in spite of that I will keep in mind Argentina like a fabulous place where I have learnt a lot, I learnt about the Latin American culture, I learnt what is the real meaning of the words flexibility and adaptability so important during this crisis time, I learnt a different way of looking at Europe, Spain and the world and I met there wonderful people that teach me many different things about other ways of life.

 


Company visits

Along this post, I will comment about the visits that we did to different companies.

 

The visits that I did were to Siemens, Central Costanera and Telefonica. I want to highlight first of all, the kindness of every person in the different companies, mainly in Siemens where one of the main managers received us and talked with us in the most sincere way, I appreciated a lot his ability to spend some time explaining us his career and some key points in order to success.

 

In Central Costanera, I could see by first time how it works the process of generating electricity. But the most surprising thing for me, it was that I did an interview for the company TV channel.

 

To end, in Telefonica it was as well the first time that I have visited a data center. In spite of the worker that showed us was very technical speaking it was surprising to see it for real.

 


Lessons learnt in Argentina

In Argentina, we had the lessons at Instituto Tecnologico de Buenos Aires (ITBA). I want first of all, thank all the staff of this institution because of the treatment that we have all received there. I want to have a special mention to Luis Vergani, who was during the trip with us, taking care of every detail.

 

The lessons learnt there were tremendously useful. I got to know much better about the history and political situation, from a very objective point of view (in my opinion) with John Hudson.

 

I also had the chance to know during these days a different perspective and I think a more complete one about the YPF’s nationalization and the possible future for this state-owned company and trends in this market (oil sector) in Argentina with Marcelo Kozak.

 

And nevertheless there were many very good professors, to end I want to highlight the most impressive for me: Marketing communication with Eugenia Cannata.

 

With her I realized about the importance of marketing not only during the good times that I knew, but also in crisis. How is the way to communicate with the customers and with messages are the appropriated ones and channels are crucial factors during these times of economical crisis.

 

Taking advantage of this situation, and try to get opportunities with it, look at it from a positive perspective and try to improve is a key point that I keep in mind, not only for work but as well for my personal life.

 


What did I expect from Argentina?

 

Before leaving to Argentina, we were finishing the master so we did not have so much time to thing about the study trip. Nevertheless I had some images about this Latin American country in my mind.

 

The first one was about the chaotic situation of Argentinian economy, above all the problems that they have with the inflation and exchange rate. But I did not have any clue about the real situation and the causes of these problems.

 

The other main issue that I had in mind was about the Argentinians I have met many of them in Spain, but it was a really unknown culture for me. I was willing to get to know the similarities and differences with Spanish and European cultures (mainly the Italian, because of the historical relation and the immigration).

 

For both of these reasons, my expectations about this study trip was getting to know much better this country and realize about the Latin American situation right now and its point of view about the world and Spanish situation.

 

 

Buenos Aires

 

 


psy-gentleman

It all started with YouTube I was listening to a new song psy-gentleman(http://www.youtube.com/watch?v=ASO_zypdnsQ) and I was thinking how successful they are in exporting their Korean songs so well, although the music is as great the earlier one called gangnam style and I finally ended searching about South Korea the watching nice documentary called South Korea – A nation to watch. I found some interesting facts that I thought I should share with you.

This small nation has a huge potential, it has 10 major companies in fortune 500 and is number 1 in the world for ship building, number 2 in mobile and number 5 in car manufacturing. Examples are Samsung, LG and Hyundai. And they have free trade with EU. In earlier days Japanese engineers used to make more money on weekends by sharing their technology with South Korea. Their local market in very small, so about 90 % of the revenue generated is by exporting to other countries and they are very good at it.

Their history has been with wars and pain and by nature they are more risk takers and more willing to take hard and tough decisions than other even counties like China. And are very competitive for example when a US company is opened some where a Korean company open next to it, to compete with it.

They are so good at exporting things, also the music market; the K-pop had made millions exporting these songs. psy songs are example of this. And the internet connectivity is great about 81 % of the population is connected to the broad band I think there are huge opportunities for the e business as well.

I found this very interesting that, In the earlier days the strategy they used to get US citizens to use Korean cars, was that they offered a promotion that if they lost their job they can return the car back, but in reality none of the car was returned and lot of cars were sold and became popular.

Secondly, an interesting project South Korean university is working on is of an online vehicle which can be the future revolution, this bus can take the power magnetically from the electric strips on the road, and it is self charging. This will hugely reduce the oil requirements of any country by billions. Have a look at the video of this concept.

Click here to view the embedded video.

 

Click here to view the embedded video.

 

There are lot of other interesting things about south Korea, that may be I will discuss in some other post.

 

You can follow me  on:-

http://about.me/swapnilkakrani

 

 

 


fire and water

I am at the Lanzarote airport, heading back to Madrid, Lanzarote-the wonderful island I have ever known. but I am still wondering about sea, sand, sun and strong waves smashing the volcanic rocks and volcano’s.

It an amazing experience one again, but going back to volcano´s and sea waves I think we can learn a lot from the nature for example From volcano:- To be calm, have patience, to keep the fire inside you for the right moment and right time, to be strong but simple and clear.

And Waves teaches us to be energetic, to keep trying again and again until you succeed, as I remember waves striking the volcanic rocks again and again with a great force…and  to enjoy each and every moment no matter what.

there are lot of things which we can learn from nature, we just need to keep learning new things everyday and live every moment. :)

The Volcano
volcano
DSC02484
The Waves


Blogs will change your business

To blog or not blog?..that is the question, but for companies those who want to create or boost awareness, blogging is the best option and after all it is free :)

Blogs are the huge drivers for Search Engine Optimization(SEO). The architecture of blogs, I mean how they are created and coded, the frequency of the content added to the blogs as well as the content management systems(CMS) that is linking built in the blogs, makes them Google magnets or lets say search engine magnets. If you are already writing blogs try typing your name on Google and then see all your posts will come up,what a great free marketing tool it is.  🙂 .

Not just this,consider blogging as a overall business marketing strategy, what  can you do with it? Well apart from boosting awareness you can communicate, connect, serve customers and support the overall sales goals. A blog can serve as a wonderful source of information and valuable piece of  marketing. The content may contain company news,  info about products and services, inside news, new product launch, company values,expertise,events etc.. and a business can communicate all this info at once to many people. Also when you attach social media with it, It turns out to be a powerful tool. Who knows lets say a person goggling/searching  for some kind of information or some product comes up with your company and impressed by your services or products ends up doing business with you :) is´nt it a free marketing..at it really works!!

Have a look at this simple business blogging map below(please enlarge it)

small-business-blogging-map-1
hi_Blog-01

 

So shake hands with Mr Blog, and as Johnnie Blogger says..Keep Blogging ;) cheers!!

 


are we pursuing right goal?

This is the question we often ask with our self that “am I pursuing right goal?“. Firstly what we need to do is to differentiate between a final goal and performance goal.

for eg. Final Goal:- I want to loose 10 kg weight.               Performance Goal:– I will loose 1 Kg per/ 2 weeks

So after we differentiate, we need to check  is it attainable, is it motivating you, is it challenging etc..the key is to keep it simple, define it in a simple way, it should be clearly understood in the sense not so complex. the key is to KISS-keep it simple, stupid ;) .

After we have defined the goal, then we need to check if it correlates with the following points:-

Click here to view the embedded video.



Uso de cookies

Este sitio web utiliza cookies para que usted tenga la mejor experiencia de usuario. Si continúa navegando está dando su consentimiento para la aceptación de las mencionadas cookies y la aceptación de nuestra política de cookies, pinche el enlace para mayor información.plugin cookies