{"id":4343,"date":"2021-10-28T11:09:08","date_gmt":"2021-10-28T16:09:08","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4343"},"modified":"2023-10-05T10:25:25","modified_gmt":"2023-10-05T15:25:25","slug":"es-momento-de-subir-los-precios","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2021\/10\/28\/es-momento-de-subir-los-precios\/","title":{"rendered":"\u00bfEs momento de subir los precios?"},"content":{"rendered":"
<\/div><\/div>

La situaci\u00f3n en el pa\u00eds es incierta. El ruido pol\u00edtico y el contexto global ha impactado en nuestra econom\u00eda, logrando que, entre otros indicadores, el BBVA Research estima que al primer semestre del 2022 la inflaci\u00f3n se mantendr\u00e1 cerca del 4%. Dado este escenario, los comercios se preguntan si es momento de subir los precios.<\/p>\n

Usualmente, las estrategias que han abordado las empresas, a fin de mantener o incrementar sus m\u00e1rgenes, han implementado estrategias de diversificaci\u00f3n de productos o de reducci\u00f3n de costos internos. Sin embargo, \u00bfcu\u00e1l es el escenario ideal para incrementar los precios?<\/p>\n

Primero, es importante tener en cuenta que un aumento intempestivo en los precios afectar\u00e1 la relaci\u00f3n de las marcas con el canal, ya que en los \u00faltimos a\u00f1os no se han vivido escenarios similares. Adem\u00e1s del contexto pa\u00eds, a nivel internacional hay situaciones cr\u00edticas como los cuellos de botella en la cadena de suministro o un mercado laboral en recuperaci\u00f3n.<\/p>\n

Para prosperar en un mundo en el que la inflaci\u00f3n se mantiene al alza, Tim Calkins, profesor de marketing de Kellogg, ofrece 4 consejos a los directivos:<\/p>\n

    \n
  1. Comprender que la inflaci\u00f3n no es algo malo. <\/strong><\/span>\u00abLa inflaci\u00f3n te da flexibilidad para hacer muchas cosas. Esto har\u00e1 que sus trabajos sean mucho m\u00e1s interesantes y les proporcionar\u00e1 muchas m\u00e1s oportunidades\u00bb, dice Calkins.<\/li>\n
  2. Mu\u00e9vete m\u00e1s pronto que tarde.<\/strong><\/span> En la mayor\u00eda de las categor\u00edas, si se espera demasiado para incrementar los precios, el aumento de costos jugar\u00e1 en contra de la compa\u00f1\u00eda. Mientras que las aerol\u00edneas pueden cambiar los precios de forma din\u00e1mica, la mayor\u00eda de los productores de, por ejemplo, bienes de consumo envasados, no. As\u00ed, si una empresa como Kimberly-Clark quiere cambiar el precio de sus productos Kleenex, puede hacerlo, pero \u00abpueden pasar f\u00e1cilmente tres o seis meses antes de que ese aumento de precio aparezca en la estanter\u00eda\u00bb, comenta Calkins.<\/li>\n
  3. Piensa en los precios de forma amplia.<\/strong><\/span> Al momento de considerar un incremento en los precios, primero aseg\u00farate de considerar todas las opciones sobre la mesa. Por ejemplo, si los costos de un producto han subido 8 c\u00e9ntimos por caja:<\/li>\n<\/ol>\n
    \n

    \u201cSe podr\u00eda trasladar el costo a los consumidores y aumentar los precios en 8 c\u00e9ntimos. Sin embargo, considerando el tiempo que tomar\u00e1 este aumento y la inflaci\u00f3n, se podr\u00eda evaluar un incremento de 10 c\u00e9ntimos; o quiz\u00e1 de 12 o 15, para generar beneficios adicionales y considerar los m\u00e1rgenes del canal de distribuci\u00f3n\u201d, explica el profesor de Kellogg.<\/p>\n<\/blockquote>\n

    Las subidas de costos deben de trasladarse proporcionalmente a trav\u00e9s de toda la cadena de distribuci\u00f3n para no afectar la rentabilidad de los miembros. De esta manera, si el costo de un producto sube en 10%, el precio final debe subir en la misma proporci\u00f3n.<\/p>\n

      \n
    1. Mira a la competencia.<\/strong><\/span> \u00bfQu\u00e9 est\u00e1n haciendo o eval\u00faan hacer los dem\u00e1s? \u00abEn este momento, las empresas est\u00e1n cambiando los precios; est\u00e1n hablando muy agresivamente de ello. (\u2026) Hay que estar muy atento a lo que se dice para no ser sorprendido con precios inferiores o superiores a los de otras marcas de su categor\u00eda\u00bb, concluye Calkins.<\/li>\n<\/ol>\n

      Fuentes:
      \nhttps:\/\/insight.kellogg.northwestern.edu\/article\/brands-inflation-time-to-raise-prices<\/a><\/u><\/p>\n

      https:\/\/andina.pe\/agencia\/noticia-bbva-research-proyecta-peru-crecera-122-el-2021-866455.aspx<\/a><\/u><\/p>\n<\/div>

      <\/div><\/div><\/div><\/div>
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