seminario packaging ip los leones
DESCRIPTION
Mi participación en Seminario Internacional de Packaging organizado por IP Los Leones, 21 y 22 de Octubre 2010, Biblioteca de SantiagoTRANSCRIPT
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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
18 años trabajando con MYPES y PYMES
Blogger: Ha escrito una decena de artículos sobre Diseño, Innovación, Valor y Pymes.Vinculado a comunidades como: 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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Juan Carlos Fernández Espinosa – Ideograma
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Emprender con las patas y el buche
1993
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Autor: Rodrigo Gajardo Valdés
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Autor: Rodrigo Gajardo Valdés
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¿Cola de Leóno Cabeza de Ratón?
Ser especialista
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¿Cómo 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
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Muchos Clientes piensan que el diseño 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 diseño es fácil, similar a realizar un presentación 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 diseño aparece en la Mype cuando esta necesita ser más competitiva
Necesita vender”
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“Sólo el 30% de las PymesLo incorpora en su gestión”
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Materiales y Procesos = 95% del costo final
30%
70%Inversión en Diseño = 5% del costo final
PrecioCosto
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Los clientes que contratan los servicios
de diseño 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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"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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En Chile hay más de 1,5 Millones de micro y pequeñas empresas, responsables del 58% de la ocupación privada. La participación de las MYPES en las ventas totales del país es del 7,8%
MYPE en Chile
Situación De la Mype en Chile/ Según SII 2008Informe SERCOTEC 22 abril 2010
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MYPE en Chile
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Recursos
ComunicaciónFalta de InformaciónSobre Redes de Apoyo
Falta de Recursos
TiempoDineroExperienciaRRHH EspecializadoURGENCIA del día a día
CorfoSercotecFiaIndapBancosSouth AngelsOtros
Nula Planificación Estratégica
¿Por qué las MYPEs no Innovan?
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Incremento de ventas: - Diferenciación con la competencia - Comunicación clara de los beneficios- Historia y promesa de la marca - Consolidación de la categoría- Impacto en anaquel (momentos Delta)
ROI en Diseño de Packaging
Reducción de costos:- Ahorro de materiales- Mejoramiento de procesos
MENOS COSTOS
MAS VENTAS
- Apertura de nuevos mercados - Proyección internacional
MAS OPORTUNIDADES
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…”Rob Wallace, líder de la agencia norteamericana Wallace Church, ha realizado estudios junto a la Universidad de Northeastern en los que ha probado que el ROI del diseño de packaging es 50 veces superior al de la publicidad. Por cada dólar invertido en diseño, se han logrado más de 400 dólares de ganancia. Eso representa un ROI de 4000%.”…
ROI en Diseño de Packaging
Hernán Braberman / Tridimage
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Diseñar desde los dolores
Del potrero a la góndola
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Mermeladas DelabuelaRancagua
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Miel de ChancónRancagua
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Frutos SecosMe Cuido + Natur Seed
San Vicente T T
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BellaLo Miranda- Doñihue
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Aceite de Oliva Díaz GuerreroPuente Negro - San Fernando
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Viña Ale WinesMarchigüe
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Jamón Serrano 7 CumbresSan Francisco de Mostazal
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Aceite OrgánicoOliveros de Lolol
Lolol
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Después
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Gracias
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Marcelo Alvarez B.
web: http://www.alvarezcastelli.cle-mail: [email protected] skype: alvarezcastellifacebook: marcelo alvarez bravo
Rancagua, Chile.