En su marca, listo, ya! Caso Dove
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En su marca, listo, ya! Caso Dove
Branding: “El poder de la marca” En su marca, listo, ya! Caso Dove
Autoras: Diaz Agata Romina Golab Cynthia Romano Melanie
Escuela: ORT Yatay
Curso: 6° Gestión “D”
Año: 2007
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En su marca, listo, ya! Caso Dove INDICE: Página Agradecimientos
4
Introducción
5
Objetivos
6
Interrogantes
7
Introducción
8
La marca
8
Marcas inmortales
11
Percepción del consumidor
13
Posicionamiento
15
Estrategias de posicionamiento
16
Comportamiento del consumidor
24
Conclusión
28
Bibliografía
30
Anexo
31
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En su marca, listo, ya! Caso Dove AGRADECIMIENTOS: Agradecemos a las siguientes personas por su incondicional cooperación, al haber dedicado de su tiempo, recursos y conocimientos siendo los mismos de gran enriquecimiento para la realización del trabajo en cuestión:
A la Escu Escuel ela a Técn Técnic ica a OR ORT T, en prim primer er luga lugarr, por por la pres presta taci ción ón de materiales y recursos necesarios para la realización del proyecto.
A toda todass aque aquellllas as pers person onas as que que coop cooper erar aron on con con su tiem tiempo po para para responder las encuestas solicitadas.
A los evaluadores externos por prestar de su tiempo y total atención para la corrección adecuada de este trabajo y trabajar en la evaluación del mismo.
A todos aquellos profesores que nos cedieron sus horas de clase para poder continuar con la concreción del presente proyecto. pro yecto.
A Diego Urfeig por haber participado como guía para la inicialización del trabajo vigente.
Y un muy especial agradecimiento a nuestra profesora Ana Cerezo por habernos orientado a lo largo de este proyecto, otorgándonos apoyo incondicional cada mañana junto a ella.
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En su marca, listo, ya! Caso Dove INTRODUCCIÓN: Las marcas venden. Las marcas perduran. Las marcas valen. Las marcas son activos estratégicos. La construcción de marcas, como lo saben las compañías en la actual actualida idad, d, se consid considera era desde desde hace hace tiempo tiempo,, la clave clave para para genera generar r riqueza. Hoy en día las marcas son consideradas, por derecho propio, como bienes estratégicos por parte de muchas empresas, y el avalúo de marcas se está convirtiendo en un negocio que crece vertiginosamente, su valuación, hasta hace poco, es que se ha tornado más sofisticada y ha conquistado mayor aceptación. Una Una marc marca a frec frecue uent ntem emen ente te tien tiene e las las conn connot otac acio ione ness de la “pro “prome mesa sa”” del del producto, el punto de diferenciación del producto o servicio respecto a sus competidores que la hace especial y única. Esta contribuye a la finalidad específica de la publicidad que es proponer y promover productos cualificados, proporcionando identidad e individualidad a las cosas y aumenta su valor respecto a los que no tienen marca. Por tanto, espera fijar la imagen en la mente del consumidor, es decir, asociar la imagen con las cualidades del producto. Debido a ello, la marca puede formar un elemento importante en la publicidad: sirve como un camino rápido para mostrar y decir al consumidor lo que el proveedor está ofreciendo al mercado. Las marcas con poder resaltarán las fortalezas esenciales de los productos. Crearán impacto visual, generarán interés y estimularán la prueba del producto. Construirán un sentido de confianza único en los clientes finales. Las marcas mejor trabajadas se identificarán con una orientación a las necesidades y actitudes de los consumidores y reflejarán como se ven a si mismos. La public publicida idad d busca busca consta constante ntemen mente te resqui resquicio cioss emocio emocional nales es que puedan puedan ser llenados a través de la promesa del consumo, y para ello se vale de algunos de los fenómenos psíquicos que suceden en el inconsciente humano con el fin de
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En su marca, listo, ya! Caso Dove guardan emociones ricas en significados, a las cuales la publicidad apela constantemente. Por ello, la clave de los negocios está en el branding, es decir, en el poder de la marca como elemento diferenciador. El propósito del branding es posicionar una marca en la mente y sentimientos del público generando asociaciones posi posititiva vas, s, con con el obje objeto to de inst instal alar ar la idea idea de que que su cons consum umo o prov provee eerá rá sensaciones de satisfacción emocional. Su meta es: convertir a la marca en codiciado objeto de deseo del consumidor. consumidor. Para Tom Peters, especialista en el tema, lo que constituye la diferenciación parte precisamente de los intangibles de una empresa: el valor, credibilidad y singularidad de una marca. Peters sostiene que la marca es lo que define y que ésta es mucho más que el marketing o los logotipos, tiene que ver con la pasión, con la historia que se quie quiere re cont contar ar,, con con la caus causa a que que moti motiva va a la empr empres esa. a. Las Las hist histor oria iass y experiencias serán más importantes en el futuro que los productos. Consideramos entonces, que a partir de este trabajo, podremos obtener una proximidad al modo en que las marcas atrapan la mente del consumidor creando una fidelidad indiscutible sobre sí mismas, como también éstas logran posicionarse como marcas líderes en el mercado de consumidores a partir de diferentes estrategias del branding. Es por eso que hemos decidido tener en cuenta a la marca Dove como caso de análisis y aplicación, debido a que su desarrollo y las estrategias que la misma ha util utiliz izad ado o para para alca alcanz nzar ar su posi posici cion onam amie ient nto o en el merc mercad ado o han han sido sido determinantes y claras en dicho proceso.
OBJETIVOS: •
Determinar la influencia del branding sobre el mercado.
•
Detectar posibles estrategias de marketing utilizadas por empresas para
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En su marca, listo, ya! Caso Dove •
Conocer el comportamiento de compra del consumidor en cuanto a su fidelidad con la marca.
•
Compar Comparar ar la influe influenci ncia a que tienen tienen las marca marcass compe competid tidora orass en los consumidores.
•
Averiguar el modo en que las empresas intentan mantener determinada posición en la mente del consumidor. consumidor.
INTERROGANTES: •
¿Qué es el branding?
•
¿De qué modo influye el branding en la mente del consumidor?
•
¿Qué ¿Qué estrat estrategi egias as son son utiliz utilizada adass para para posici posiciona onarse rse como como líder líder en la mente del consumidor?
•
¿Qué lleva al consumidor a comprar una marca determinada, sin evaluar otras diversas?
•
¿Cuál es el comportamiento de compra del consumidor a la hora de la compra del producto?
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En su marca, listo, ya! Caso Dove INTRODUCCIÓN El término marketing hace referencia a aquellas actividades que realizan los espe especi cial alis ista tass para para dete detect ctar ar care carenc ncia iass no perc percib ibid idas as en la ment mente e de los los consumidores, transformándolas así en prontas necesidades. Una Una vez vez gene genera rada da la nece necesi sida dad, d, se orig origin ina a el prod produc ucto to,, el cual cual esta estará rá respaldado por una marca que facilitará la venta y promoción de tal. El tener un nombre fuerte, es fundamentalmente una promesa, y puede ser adem además ás de un vali valios oso o acti activo vo,, el arma arma comp compet etititiva iva más más efic eficaz az para para una una compañía. Por lo tanto, no basta con que satisfaga las necesidades y expectativas de los clientes, sino que tiene que ser capaz de despertar entusiasmo y de crear lealtades duraderas. La marca es un elemento esencial para lograr el buen posicionamiento del prod produc ucto to en la ment mente e del del cons consum umid idor or.. Medi Median ante te dife difere rent ntes es estra estrate tegi gias as realizadas por mercadólogos, otorga en la mente de los consumidores, una ubicación preferencial de la misma en relación con la de la competencia. Una Una vez vez ya esta establ blec ecid idas as las las base basess del del posi posici cion onam amie ient nto, o, el cons consum umid idor or comienza a involucrarse cada vez más con la marca. Así se dará lugar a una dominación en la mente del consumidor, concretando entonces una de las principales metas conocida como branding haciendo referencia al “poder de marca”.
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En su marca, listo, ya! Caso Dove hoy en un fenómeno complejo (economía de la información, cultura de servicio, soci socied edad ad del del cono conoci cimi mien ento to)) que que incl incluye uye al mism mismo o tiem tiempo po las las ante anteri rior ores es concepciones (símbolo, discurso, sistema de memoria) y muchas otras cosas más: objetos de deseo y de seducción; sujetos de seguridad; fetiches o espejos idealizados. Pero en esencia, desde el punto de vista estructural, la marca antes que cualquier otra cosa, es un signo sensible que cumple dos funciones dist distin inta tass que que se compl omplem emen enta tan n a la vez: vez: verb verbal al o ling lingüí üíst stic ico o (nom (nombr bre, e, denominación, designación) y visual (logo, símbolo, imagen, gráfico, color). La marca como signo debe comunicar el significado de algo concreto y servir de señal de identidad o identificación. Como ejemplo de esto, a lo largo del trabajo se analizará el caso Dove, que tiene tiene como como símb símbol olo o dist distin intiv tivo o una una palo paloma ma,, que que si nos nos remo remont ntam amos os en la historia, sabemos que la existencia de Dove nace durante la Segunda Guerra Mundial, a partir del desarrollo de un jabón el cual contenía una fórmula especial para limpiar y asistir a los heridos del ejército americano. De este modo Dove comienza a utilizar en sus productos una paloma como icono de la marca, representativa de símbolo de paz. La definición comercial de marca, según AMA (por sus siglas en inglés de Asociació Asociación n Americana Americana de Marketing), Marketing), “es un nombre, símbolo o diseño, diseño, o una combinación de ellos, cuyo propósito es designar los bienes o servicios de un fabricante fabricante o grupo de fabricantes, fabricantes, y diferenciar diferenciarlos los del resto de los productos productos y servicios de otros competidores”. La utilización de marcas además de ser una ventaja para los fabricantes y/o vendedores en cuanto a la diferenciación de sus productos y servicios de la
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En su marca, listo, ya! Caso Dove identificador del producto, un aval que lo garantiza situándolo en un plano superior, al construir una verdadera identidad y relación emocional con los consumidores. Por Por ello ello la marc marca a es uno uno de los los prin princi cipa pale less atri atribu buto toss del del prod produc ucto to,, cuya cuya perc percep epci ción ón perm permitite e esta establ blec ecer er impo importa rtant ntes es dist distin inci cion ones es en cuan cuanto to a su posicionamiento en el mercado. La marca ofrece un valor añadido al producto y servicio que es apreciado por el consumidor y cuyo precio está dispuesto a pagar. La concepción de marca, por tanto, no es simplemente una característica de ciertas industrias, sino que tiene que ver con la forma en que los clientes perciben y adquieren cosas. En este sentido, Stephen King, plantea que “un producto es algo que se elabora en una fábrica, mientras que la marca es aquello que compran los consumidores”. Esto significa que los clientes compran una estructura intangible: un pensamiento, un sent sentim imie ient nto, o, una una sens sensac ació ión n físic física a e incl inclus uso, o, en algu alguno noss caso casos, s, una una interacción social que se unen a una satisfacción placentera. Esta estructura, se fundamenta en la percepción que tienen los clientes hacia la marca, la cual es el resumen de la totalidad de las múltiples experiencias y relaciones que este haya tenido con la misma. Sin importar como se crea una marca o como se establece la comunicación con la gente a la que está dirigida, el éxito o fracaso de una marca depende de la experiencia que el consumidor obtenga de ella. De hecho la marca es una experiencia; es una promesa que se le hace al consumidor y debe ser cumplida, es algo que trasciende al bien o servicio; tiene su propia vida que se alimenta del producto original, pero que también lleva consigo sus valores e identidad en áreas de nuevos productos.
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En su marca, listo, ya! Caso Dove Es una tarea que lleva tiempo y cuesta mucho dinero. Pero vale la pena, porque los clientes entusiastas y leales aseguran la rentabilidad y el futuro de la empresa. A partir de la realización de una encuesta a 120 mujeres de entre 14 a 70 años de edad, tomadas al azar, que adjuntamos en el anexo, pudimos comprobar que el 98% de las mismas consideran que Dove ya está establecido como marca en el mercado, siendo de esta manera efectivas todas las estrategias de branding empleadas para cobrar la posición deseada. ¿Considera que Dove ya se ha establecido como marca? 2%
98%
Sí
No
MARCAS INMORTALES Tener un nombre fuerte puede ser, además de un valioso activo, el arma competitiva más eficaz para una compañía. Y aunque las marcas no tienen un
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En su marca, listo, ya! Caso Dove ejemplo de una marca que a lo largo del tiempo fue cobrando cada vez más valor hasta convertirse, a nivel nacional, en la marca líder del rubro. A contin continuac uación ión podrem podremos os ver alguno algunoss ejempl ejemplos os al pregun preguntar tar las primer primeras as marcas que aparecian en sus mentes al pronunciar un producto en particular: En el caso de “Gaseosa” los resultados fueron:
16%
2%
Coca-Cola
Pepsi 82%
Otros
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En su marca, listo, ya! Caso Dove a sus competidores. En base a los resultados obtenidos, podemos determinar que Dove tiende a volverse una marca inmortal en cuanto a su predominio en la categoría de jabón cremoso: ¿Cuál es el jabón cremoso?
8%
Dove
3%
14%
Rexona Lux Lux
6%
Nivea 69%
Otros
PERCEPCIÓN DEL CONSUMIDOR:
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En su marca, listo, ya! Caso Dove La percepción se define como el proceso por medio del cual un individuo sele selecc ccio iona na,, orga organi niza za e inte interp rpre reta ta los los estím estímul ulos os dent dentro ro de un pano panora rama ma significativo y coherente del mundo. Un estímulo es cualquier unidad de insumo hacia cualquiera de los sentidos. Estos pueden abarcar productos, paquetes, nombres de marca, anuncios y comerciales. Las funciones sensoriales son conv convoc ocad adas as en la eval evalua uaci ción ón y uso uso de la mayo mayoría ría de los los prod produc ucto toss del del consumidor. La percepción es la imagen mental que se forma con ayuda de la experiencia y nece necesi sida dade des, s, resu resultltad ado o de un proc proces eso o de sele selecc cció ión, n, orga organi niza zaci ción ón e interpretación de sensaciones. La percepción de los individuos es subjetiva, selectiva y temporal. En el proceso de percepción se distinguen tres tr es fases: - Selección. El individuo percibe parte de los estímulos que recibe de acuerdo con sus características personales, es decir, que interviene, aunque sea de forma inconsciente, seleccionando los mensajes que le llegan. Generalmente los individuos perciben de forma distorsionada los mensajes, captando sólo los aspectos agradables o los que responden a sus necesidades e intereses. - Organización. Los estímulos seleccionados se organizan y clasifican en la
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En su marca, listo, ya! Caso Dove dadas, lo cual nos permite comprobar que cada cliente se deja llevar por diferentes percepciones a la hora de la compra:
Si compra Dove lo hace por: 18%
35%
9%
38%
Marca
Eficacia del producto
Valores transmitidos
Aspecto particular
POSICIONAMIENTO:
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En su marca, listo, ya! Caso Dove produc pro ductos tos ref reflej leja a los pro proces cesos os de cla clasif sifica icació ción n y de con consid sidera eració ción n de los consumidores. Cada vez que un consumidor va a una tienda o supermercado en búsqueda de un producto verifica en su mente la información almacenada sobre la variedad de productos a los que tiene acceso y desarrolla todo un proceso de análisis antes de tomar su decisión. Como hemos citado anteriormente, verificamos la privilegiada posición que Dove posee en el mercado, arrojando valores elevados a la opción afirmativa al encuestar sobre si consideran que Dove ya se ha establecido como marca.
ESTRATEGIAS DE POSICIONAMIENTO: Para lograr el posicionamiento de manera eficaz, la marca deberá imponerse en el mercado con una ventaja competitiva (respecto a su competencia), la cual será la herramienta y medio de sustento con la que irá ganando posición a lo largo del tiempo. Según Al Ries, autor del libro “Las 22 leyes inmutables de la marca”, si todas las las empr empres esas as trat tratar aran an simp simple leme ment nte e de sati satisf sfac acer er las las nece necesi sida dade dess del del
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En su marca, listo, ya! Caso Dove Un producto nuevo puede posicionarse en base a una característica que la competencia haya ignorado. Es muy probable que las empresas traten de posicionarse con más de una característica o atributo, pero las estrategias que incluyen muchos atributos, son difíciles de implementar y el consumidor tiende a confundirse y a no recordarlas, es por ello que lo más recomendable es posicionarse fuertemente sobre un solo punto y reforzarlo en la mente del consumidor. Un ejemplo claro que logró el posicionamiento que tiene hoy en día la marca Dove fue el haber entrado al mercado como jabón cremoso, teniendo así, un producto totalmente diferente al de la competencia.
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En su marca, listo, ya! Caso Dove sentirán ligados a la marca o al producto por sentir afinidad con el personaje que lo representa. Dove implementa dicha estrategia en sus campañas desde el ángulo adverso, y la aplica en sus promociones y publicidades. Su estrategia deja de lado a los estereotipos de mujeres implantados en la sociedad actual, y pone como prot protag agon onis ista ta a la muje mujerr de cara caract cter erís ístitica cass comu comune ness que que fren frente te a los los estereotipos pasaría desapercibida, con el objetivo de difundir la verdadera connotación del significado de belleza real. De las mujeres encuestadas, más de la mitad tomó conocimiento de Dove a través de publicidades, pero de todos modos un 84% respondió haber visto a las mismas. De dicho porcentaje, quienes respondieron sobre que rescataban resp respec ecto to a las las mism mismas as apun apunta taro ron n al modo modo en que que Dove Dove apli aplica caba ba dich dicha a
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En su marca, listo, ya! Caso Dove hubieran quedado bajo capas de vergüenza”. En todos los anuncios, cada mujer muestra con orgullo su cuerpo “del montón” o aquello que la hace diferente, posando con su ropa habitual o con prendas interiores de algodón blan blanco co,, el colo colorr corp corpor orat ativ ivo, o, que que no inte intent ntan an ocul oculta tarr nada nada sobr sobre e sus sus características físicas. Este es el lema y el objetivo de la que, creemos y verif verific icam amos os medi median ante te la encu encues esta ta que que real realiz izam amos os,, es la más más impo import rtan ante te campaña realizada por una marca dedicada a productos femeninos y que es casi casi impo imposi sibl ble e camb cambia iarr las las ment mental alid idad ades es,, pens pensam amien iento tos, s, sent sentim imie ient ntos os y estereotipos impuestos en la sociedad desde hace años. Coincidimos en que es de gran importancia la iniciativa y perseverancia por parte de Dove de lanzar una campaña como esta, que finalmente, está teniendo buenas críticas en la sociedad.
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En su marca, listo, ya! Caso Dove Una amplia mayoría de mujeres coincidieron con Dove con que “la belleza puede alcanzarse a través de la actitud, el espíritu y otros atributos que no tienen nada que ver con el atractivo físico”, a diferencia de las promociones de otras marcas (ver gráfica Lux), vendiendo el camino hacia la belleza a través de un producto. ¿Coincide usted con Dove que “la belleza puede alcanzarse a través de la actitud, el espíritu y otros atributos que no tienen nada que ver con el atractivo físico”? 92%
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En su marca, listo, ya! Caso Dove Posicionarse de primero: Obviamente, el que se posiciona de primero, no lo hace con relación a su competencia, sin embargo debemos hablar del posicionamiento del líder antes de hablar de la competencia, pues es él quién va a marcar la pauta. A la hora de posicionarse en la mente del consumidor, el que lo hace primero, estadísticamente comprobado, obtiene el doble de la participación de mercado que el segundo y cuadruplica al tercero, como dice un dicho popular: "El que pega primero, pega dos veces". Los lídere líderess cuando cuando saben saben maneja manejarr adecu adecuada adamen mente te su lidera liderazgo zgo,, pueden pueden mantenerse en el tope por muchos años. Sin embargo, no porque una marca sea el líder de una determinada categoría, significa que será también líder en otra categoría, de hecho, algunas empresas líderes que han intentado esto
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En su marca, listo, ya! Caso Dove equi equililibr brad ada a limp limpie ieza za y simu simultá ltáne neo o cuid cuidad ado o de la piel piel,, dejá dejánd ndol ola a suav suave e y humectada, obteniendo una promoción y una acatación pública exitosa. De este modo, Dove logró consecuentemente cumplir con otra ley de Ries, la “Ley de la mente”. Respecto a la misma el autor expresó que “es mejor ser el primero en la mente del público que en el punto de venta” debiéndose esto a que el marketing es una batalla de percepción y no de productos. La misma la
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En su marca, listo, ya! Caso Dove Al Ries explica un modo de enfrentarse al líder a través de la “Ley del opuesto” expr expres esan ando do que que al opta optarr por por el segu segund ndo o pues puesto to,, la estr estrat ateg egia ia se verá verá determinada por el líder. Una marca debe de apoyarse en la fortaleza del líder para convertirla en debilidad, pudiéndolo lograr a través de un análisis de la empresa que está por encima. Se tiene que descubrir el punto fuerte del líder y luego presentarle al consumidor lo opuesto. Toda categoría de productos se
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En su marca, listo, ya! Caso Dove vien viene e de una una medi medici cina na llam llamad ada a Peps Pepsin ina? a?)) pero pero hoy hoy en día día resu resultlta a más más importante una relación más directa entre el nombre y el tipo de productos que fabrica facilitar su recordación. r ecordación. La “Ley del enfoque” de Al Ries, se relaciona con este concepto, ya que plantea que “el concepto más poderoso en el marketing es apropiarse de una palabra en la mente de los posibles clientes”. Una compañía puede llegar a tener un
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En su marca, listo, ya! Caso Dove compra de búsqueda de variedad; pero basándose en ellos lo que varía es si el consumidor tiene mucha o poca participación en el proceso de compra y si las marcas muestran características distintivas o no. Tomando en cuenta la gran influencia que posee la marca en los diferentes comportamientos de compra podemos afirmar que en la conducta que hace mayor mayor énfasi énfasiss corres correspon ponde de a la del compo comportam rtamien iento to de compra compra comple compleja ja
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En su marca, listo, ya! Caso Dove entre su situación real y su concepto de la situación ideal. Luego el consumidor busca información que generalmente se transforma en una búsqueda interna explor explorand ando o en su incons inconscie ciente nte las experi experienc encias ias almace almacenad nadas as sobre sobre como como satisfacer la necesidad, si es que antes ya la había tenido. Esta información está está cons constititu tuid ida a por por las las cree creenc ncia iass y acti actitu tude dess que que han han infl influi uido do en las las preferencias del consumidor por determinadas marcas. No solo la búsqueda de
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En su marca, listo, ya! Caso Dove
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En su marca, listo, ya! Caso Dove
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En su marca, listo, ya! Caso Dove
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