marcelo innova 2009
DESCRIPTION
Presentación en el marco de Feria Innova Rancagua 2009, donde hablé sobre "Diseño, Valor y Ventas"TRANSCRIPT
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¡Hola!
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Soy Marcelo Alvarez Bravo Rancagüino
Consultor en Diseño de Identidad, Productos y Marketing. Emprendedor 2.0
17 años trabajando con MYPES y PYMES
Dominios: Marketing, Publicidad en Vía Pública, Merchandising, Packaging, Publicidad 360° y Redes Sociales 2.0.
Blogger: Ha escrito una decena de artículos sobre Diseño, Innovación, Valor y Pymes.Vinculado a comunidades como: El Colegio de Diseñadores, Chilepd, Qvid, Diseño para Chile, Diseño Emergente, Inconciente Colectivo, Atina Chile, El Rancahuaso y Diario Pyme entre otras. Blogmaster de Anepco Blog Pub sobre Publicidad Outdoor y Anepco Blog Pack sobre Packaging.
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www.alvarezcastelli.cl
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¿Qué necesitan las MYPES?
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+ Utilidad
+ Marca
+ Productos
+ Ventas
+ Clientes
Leonardo Maldonado
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¿Có mo se compite cuando los productos se parecen?
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Existen Dos formas:
Por precio
SupermercadosFarmaciasTiendas Retail
Por diferenciación
Negocios de Nicho, segmentados
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Diferenciación = Diseño TICs+
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DISEÑ O
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Muchos Clientes piensan que el diseñ o es:
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“Hacer Monos”
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“Es una “yapa”, un regalo si contrato los servicios de una Agencia”
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“El diseñ o es fácil, similar a realizar un presentació n en PowerPoint,
Basta con tener el programa”
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“Muchos ni si quiera saben lo que es o para que sirve”
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“El diseñ o aparece en la Mype cuando esta necesita ser más competitiva
Necesita vender”
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“Só lo el 30% de las PymesLo incorpora en su gestió n”
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Materiales y Procesos = 95% del costo final
30%
70%Inversió n en Diseñ o = 5% del costo final
PrecioCosto
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Los clientes que contratan los servicios
de diseñ o no pagan por “Monos”
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Los clientes pagan por “VALOR”
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VALOR FACTURABLE
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VALOR MONETIZABLE
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Costo Precio Valor
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“Entendemos una propuesta de valor como un conjunto de méritos o beneficios claramente percibidos por el cliente y que constituyen factores claves de diferenciación y ventaja comparativa de nuestra oferta de servicios”.
Palabras de Gonzalo Castillo Procorp/QVID
VALOR
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"Significa que alguien está dispuesto a preferir con entusiasmo su producto, meterse la mano al bolsillo y pagar más, sin sentir remordimiento".
alvarezcastelli
VALOR
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A su vez Los Clientes Finales no compran “Cosas”
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A su vez Los Clientes Finales compran “Experiencias”
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A su vez Los Clientes Finales compran “Estados de ánimo”
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Cadena de Valor del café
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¿Có mo se logra?
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Ejemplo
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www.dosesteros.cl
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www.dosesteros.cl
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www.dosesteros.cl
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www.dosesteros.cl
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www.dosesteros.cl
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www.dosesteros.cl
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www.dosesteros.cl
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TICsTecnologías de Información y Comunicación
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¿Qué es la Web 2.0?
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Ejemplo
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Instituto San Lorenzo
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24.627 Visitas en Youtube!!
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Las Últimas Noticias
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Televisión Nacional
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Gracias
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Marcelo Alvarez B.
web: http://www.alvarezcastelli.clportafolio: http://www.alvarezcastelli.cl/portafolio_intro.html/e-mail: [email protected] skype: alvarezcastellifacebook: marcelo alvarez bravo
Rancagua, Chile.