{"id":3548,"date":"2020-06-15T11:22:00","date_gmt":"2020-06-15T16:22:00","guid":{"rendered":"http:\/\/willardmanrique.pe\/?p=3548"},"modified":"2021-02-19T17:25:25","modified_gmt":"2021-02-19T22:25:25","slug":"pensar-en-la-mision-de-compra-clave-para-el-desarrollo-de-las-marcas-gestion","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2020\/06\/15\/pensar-en-la-mision-de-compra-clave-para-el-desarrollo-de-las-marcas-gestion\/","title":{"rendered":"Diario Gesti\u00f3n"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;text-transform:none;--fontSize:25;line-height:1.32;\"><p class=\"entry-title fusion-responsive-typography-calculated\" data-fontsize=\"60\" data-lineheight=\"60px\">Pensar en la misi\u00f3n de compra: Clave para el desarrollo de las marcas<\/p><\/h3><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:25px;width:100%;\"><\/div><div class=\"fusion-text fusion-text-1\"><p>El confinamiento obligatorio ha evidenciado algunas tendencias que generan importantes cambios en los patrones de compra y uso de productos o servicios por parte de los consumidores. Seg\u00fan el \u00faltimo estudio elaborado por The Retail Factory, Per\u00fa es el pa\u00eds en donde m\u00e1s personas declaran empezar a comprar de forma online (40%).<\/p>\n<p>Para decidir d\u00f3nde comprar, el consumidor desempe\u00f1a \u201cmisiones de compra\u201d. Esto implica definir 3 variables: qu\u00e9 necesito (necesidad), porqu\u00e9 lo necesito (motivaci\u00f3n), para qu\u00e9 lo necesito (ocasi\u00f3n), y en base a ello define el canal y el producto.<\/p>\n<p>En el pa\u00eds, las compras de despensa (una vez al mes), reposici\u00f3n (no m\u00e1s de 6 productos), proximidad (tiendas de conveniencia) y de consumo inmediato (bodegas) se siguen dando, pero los canales est\u00e1n cambiando, pues la necesidad actual del comprador considera la importancia que tiene el distanciamiento social y revalora la cercan\u00eda geogr\u00e1fica del canal de venta.<\/p>\n<p>Este nuevo uso de los canales representa nuevos desaf\u00edos para los fabricantes, los operadores de los retail modernos y tambi\u00e9n para los bodegueros que han visto misiones de compra que no eran a las que estaban acostumbrados, lo que nos invita a replantear el mix que tenemos por canal para atender a este comportamiento de compra coyuntural.<\/p>\n<p>Solo durante las dos \u00faltimas semanas de marzo, el comercio electr\u00f3nico represent\u00f3 el 25.7% del consumo privado total; y en el mes de abril, dicha cifra se increment\u00f3 hasta el 49.1%, seg\u00fan cifras de Niubiz (antes VisaNet). Sin duda, la compra en el canal online ha empezado a emerger y no solo porque se est\u00e1 tomando medidas de protecci\u00f3n para la salud, sino tambi\u00e9n ante la necesidad de productos que no se encuentran en canales f\u00edsicos por el quiebre de stock. En este escenario, desarrollar la venta directa y las alianzas comerciales son algunas alternativas para cubrir dicha demanda insatisfecha.<\/p>\n<p>La clave para el desarrollo de las categor\u00edas o marcas ser\u00e1 entender qu\u00e9 rol juegan en cada misi\u00f3n de compra y adaptarse con la rapidez que el comprador lo necesita. Solo as\u00ed se podr\u00e1 tener un panorama claro del portafolio que se debe ofrecer en cada canal y comunicar esta disponibilidad a los consumidores. Si su empresa no lo ha hecho antes, tal vez este sea el momento de implementar una estrategia omnicanal.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:33px;width:100%;\"><\/div><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-custom fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--button_accent_color:#ffffff;--button_accent_hover_color:#ffffff;--button_border_hover_color:#ffffff;--button_gradient_top_color:#003591;--button_gradient_bottom_color:#003591;--button_gradient_top_color_hover:rgba(24,27,32,0.92);--button_gradient_bottom_color_hover:rgba(24,27,32,0.92);\" target=\"_blank\" rel=\"noopener noreferrer\" href=\"https:\/\/gestion.pe\/economia\/los-desafios-de-los-nuevos-canales-de-compra-desarrollados-durante-la-pandemia-noticia\/\"><span class=\"fusion-button-text\">revisa la nota completa<\/span><i class=\"fa-angle-right fas button-icon-right\" aria-hidden=\"true\"><\/i><\/a><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":3688,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[134],"tags":[],"class_list":["post-3548","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - 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