1
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2
DEDICATORIA
EL PRESENTE TRABAJO VA DEDICADO A LA NIÑA MAS LINDA DEL UNIVERSO PARA MI LINDA BRECIA DEL PILAR QUE ME INSPIRA DIA A DIA A SEGUIR ADELANTE Y LA QUE ME EMPUJA A ESTUDIAR.
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3
INDICE
INTRODUCCION
4
CONCEPTOS BASICOS
5
CICLO DE VIDA
5
CICLO DE VIDA DE UN PRODUCTO
7
ETAPAS DEL CICLO DE VIDA DE UN PRODUCTO
10
GESTION DEL CICLO DE VIDA
18
ESTRATEGIAS PAR< EL CILCO DE VIDA DE UN PRODUCTO
19
PROLONGACION DEL CICLO DE VIDA
26
EVOLUCION DEL MERCADO
29
CONCLUSIONES
30
BIBLIOGRAFIA
31
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INTRODUCCION El ciclo de vida de un producto es un proceso en la cual empieza con lanzamiento de la marca o el producto es decir que es el nacimiento o la partida de un producto la cual es lanzada al mercado después de una etapa de planificación y estudio de mercado el cual es el estudio de la oferta y demanda. Así como el ser humano tiene un ciclo de vida así mismo el producto producto o marca de producto tiene un ciclo de vida donde nace, crece, desarrolla, madura, envejece y muere en otras palabras es el trascurso de vida de un producto ya que todo tiene su proceso. Cuando un bebe nace no puede caminar es mas no se sostiene solo es asi también el producto entonces muchos empresarios emprendedores que no tienen conocimiento de esto se desesperan y terminan cerrando sus negocios o sacándolo del mercado las marcas lanzadas entonces como decía no podemos exigir que este producto camine solo si este recién sale al mercado o nace. Los productos tienen un proceso de desarrollo que con inversión y fuerza de marketing saldrán adelante y no solo eso sino tener un plan de marketing para todo el ciclo de vida de tu producto hasta llegar a un relanzamiento en la que puede darse la diversificación de un producto el cual hace que este resurja en el mercado o vuelva a insertarse en el mercado asi como lo hicieron muchas marcas caso coca cola, Pilsen callao, leche y gloria. El presente trabajo explica todas esas fases del producto en la cual se ven los ciclos o etapas de este ciclo de vida desde sus inicios hasta que este termina asi mismo se tratara sobre su prolongación y relanzamiento de un producto una de las etapas importantes del producto ya que hace de que este sobreviva al tiempo con ideas innovadoras.
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5
CICLO DE VIDA DE UN PRODUCTO I.
CAPITULO 1
1. CONCEPTOS BASICOS 1.1. CICLO Del latín cyclus, un ciclo es cierto periodo de tiempo que, una vez finalizado, vuelve a empezar también decir que todo inicio tiene su final. También se trata de la secuencia de etapas que atraviesa un suceso de características periódicas de tiempo y proceso del grupo de fenómenos que se reiteran en un cierto orden de un inicio a un final.
Repetición de cualquier fenómeno periódico, en el que, transcurrido cierto tiempo, el estado del sistema o algunas de sus magnitudes vuelven a una configuración anterior.
1.2. CICLO DE VIDA La noción de ciclo de vida podemos entender que puede utilizarse en diferentes ámbitos y esquemas. En la biología, se entiende por ciclo de vida a la alternancia de generaciones. Esto quiere decir que, en los eucariotas, la reproducción sexual exhibe una alternancia de fases nucleares: la meiosis deriva en una fase haploide y la fusión de los gametos genera una fase diploide.
En el marketing o mercadotecnia utiliza el concepto de ciclo de vida
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6
desde su nacimiento hasta su fin (cuando deja de producirse y por ende de venderse).
En la etapa de desarrollo, el producto resulta muy caro ya que no genera ingresos. Al ingresar al mercado, el producto comienza a venderse, aunque con un nivel de ventas bajo. En la etapa de crecimiento del producto, los costos comienzan a reducirse por la producción a escala y aumentan los beneficios. El ciclo continúa con una etapa de madurez donde se alcanzan los niveles máximos de ventas y la mayor rentabilidad. Finalmente, comienza la etapa de declive, donde las ventas, los precios y los beneficios caen.
En este caso es fundamental subrayar que a la hora de que cualquier empresa lleve a cabo la gestión del ciclo de vida de un producto que tenga en el mercado recurre, para el desarrollo y buenos resultados de aquel, a herramientas tan útiles como, por ejemplo, el marketing.
No obstante, otros de los instrumentos que se convierten en esenciales a la hora de poder alcanzar unos resultados óptimos son los presupuestos, pues permiten llevar a cabo la promoción del producto en sí, y también lo que es la publicidad.
En ocasiones tiene lugar el hecho de que no se obtienen las ventas y los beneficios esperados por lo que los responsables se verán en la necesidad de tomar “cartas en el asunto” para acabar con esa
situación. De ahí que apuesten de manera contundente por
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De acuerdo al punto de vista del medio ambiente, el ciclo de vida es un concepto que permite medir el impacto ambiental de un producto desde que sus materias primas son extraídas de la naturaleza hasta que regresa a ella como un desecho.
Además de todo ello no podemos pasar por alto la existencia existencia de la Red Iberoamericana de Ciclo de Vida que tiene el siguiente eslogan: “Por un mundo sostenible”. Y es que aquella entidad, compuesta por
organizaciones de diversa tipología (educativas, gubernamentales, profesionales, tecnológicas…), tiene entre sus principales ob jetivos
el conseguir que la sociedad actual actúe para lograr la eliminación de los distintos impactos ambientales existentes.
Finalmente tenemos que exponer que existe una canción que lleva por título “El ciclo de vida” y que se ha convertido en parte ya de
nuestro acervo cultural. Se trata de la canción principal de la película de animación “El rey León”.
Por último, para la ingeniería y la informática, el ciclo de desarrollo es el periodo que comienza con la implementación de un estándar tecnológico y finaliza con el desarrollo de nuevas herramientas más
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llamado también marketing. Las condiciones bajo las que un producto se vende cambian a lo largo del tiempo; así, las ventas varían y las estrategias de precio, distribución y/o promoción (variables del «marketing mix» o las cuatro p) deben ajustarse teniendo en cuenta el momento o fase del ciclo de vida en que se encuentra el producto.
Es la evolución sufrida por las ventas de un producto determinado durante el tiempo que éste permanece en el mercado. El ciclo de vida de un producto suele estar dividido en cuatro fases o etapas.
En términos generales, el ciclo de vida del producto es una herramienta de administración de la mercadotecnia que permite conocer y rastrear la etapa en la que se encuentra una determinada categoría o clase de producto, lo cual, es un requisito indispensable para fijar adecuadamente los objetivos de mercadotecnia para un "x" producto, y también, para planificar las estrategias que permitirán alcanzar esos objetivos.
En términos más específicos, el ciclo de vida del producto tiene diversas definiciones; razón por la que se incluyen las siguientes
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de todas las marcas que comprenden una categoría de producto genérico.
Para Kotler y Armstrong, el ciclo de vida vida del producto (CVP) es el curso de las ventas y utilidades de un producto durante su existencia.
Según Richard Richard L. Sandhusen, el ciclo de vida del producto es un modelo que supone que los productos introducidos con éxito a los mercados competitivos pasan por un ciclo predecible con el transcurso del tiempo, el cual consta de una serie
de
etapas
(introducción,
crecimiento,
madurez
y
declinación), y cada etapa plantea riesgos y oportunidades que los comerciantes deben tomar en cuenta para mantener la redituabilidad del producto.
Según Lamb, Hair y McDaniel, el concepto de ciclo de vida
del producto es muy útil para estimular a los mercadólogos a planear, a fin de que sean capaces de tomar la iniciativa, en lugar de reaccionar a hechos pasados.
ciclo de vida del
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10
ordinariamente de la etapa particular del ciclo de vida del
produc pro ducto to. Por todo ello, resulta de vital importancia que los mercadólogos conozcan qué es el ci clo de vida del del producto , cuáles son las etapas que lo conforman y qué características distinguen a cada etapa en particular, con la finalidad de que tengan los conceptos básicos para utilizar adecuadamente ésta valiosa herramienta de predicción o pronóstico, con la cual, se pueden obtener diversos elementos que permiten identificar las oportunidades y riesgos que plantean las diferentes etapas por las que atraviesan los productos desde su introducción hasta su declive.
II.
ETAPAS DEL CICLO DEL PRODUCTO Diversos expertos en temas de mercadotecnia coinciden en señalar que son cuatro las etapas que conforman el ciclo de vida del producto : 1) Introducción, 2) Crecimiento, 3) Madurez y 4) Declinación.
1.
INTRODUCCIÓN: Esta primera etapa del ciclo de vida del producto , se inicia cuando se
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o
Los precios suelen ser altos en esta etapa, debido a que existe una sola oferta, o unas cuantas.
o
Los gastos en promoción y distribución son altos.
o
Las actividades de distribución son selectivas.
o
Las utilidades son negativas o muy bajas.
o
El objetivo principal de la promoción es informar.
o
Los clientes que adquieren el producto son los innovadores.
Según Stanton, Etzel y Walker, la etapa de introducción es la etapa más arriesgada y costosa de un producto porque se tiene que gastar una considerable cantidad de dinero no solo en desarrollar el producto sino también en procurar la aceptación de la oferta por el consumidor [2]. Por ello, cabe señalar que son muchos los nuevos productos que fracasan en esta etapa debido principalmente a que no son aceptados por una cantidad suficiente de consumidores. Esta primera etapa del ciclo de vida del producto, se inicia cuando se lanza un nuevo producto al mercado, que mercado, que puede ser algo innovativo (como en su momento fue el televisor, el celular o la reproductora de videocasetes) o puede tener una característica novedosa que dé lugar a una nueva categoría de producto (como el caso del horno microondas y el televisor a color). color) .
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12
Distribución física Distribución física para su encuentro con los clientes; los clientes;
Inicio de la comunicación publicitaria y, fundamentalmente, de su posicionamiento.
Existen varios indicadores para identificar esta etapa. En primer lugar, la cobertura gradual de los puntos de ventas seleccionados como metas. Luego, la rotación reducida de las existencias en los canales; su crecimiento gradual en volúmenes de ventas, repeticiones lentas de compras, compras, así como su progresiva participación en el mercado. No pueden precisarse cifras exactas, ni válidas para todos los casos; pero las experiencias señalan que, cuando un producto ha logrado superar 10% de los objetivos fijados para su etapa de madurez cuando alcanzará el máximo de la venta la venta esperada se ha logrado su introducción y comienza la etapa de crecimiento. En esta etapa, la política de precios y el financiamiento deben ser
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13
Las actividades de distribución son selectivas.
Las utilidades son negativas o muy bajas.
El objetivo El objetivo principal de la promoción es informar.
Los clientes que adquieren el producto son los innovadores 2.
CRECIMIENTO: Si una categoría de producto satisface al mercado y sobrevive a la etapa de introducción, ingresa a la segunda etapa del ciclo de vida del producto que se conoce como la etapa de crecimiento; en la cual, las ventas comienzan a aumentar rápidamente. Esta etapa suele presentar el siguiente escenario: o
Las ventas suben con rapidez.
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14
el mercado, las grandes compañías pueden comenzar a adquirir pequeños negocios pioneros y las utilidades son saludables. En esta etapa, el producto completa su posicionamiento definitivo, consolidada su cobertura y comienza a aumentar su participación en el mercado. Si una categoría de producto satisface al mercado y sobrevive a la etapa de introducción, ingresa a la segunda etapa del ciclo de vida del producto que se conoce como la etapa de crecimiento; en la cual, las ventas comienzan a aumentar rápidamente. Las señales Las señales que permiten identificar esta etapa son:
Posicionamiento en el segmento definido;
Diferenciación básica creciente;
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15
3.
MADUREZ: Es en esta tercera etapa del ciclo de vida del producto , el crecimiento de las ventas se reduce y/o se detiene. Las características que distinguen esta etapa son las siguientes: o
En una primera etapa, las ventas siguen aumentando, pero a ritmo decreciente, hasta que llega el momento en que se detiene.
o
La competencia es intensa, aunque el número de competidores primero tiende a estabilizarse, y luego comienza a reducirse.
o
Las líneas de productos se alargan para atraer a segmentos de mercado adicionales [1]. El servicio juega un papel muy importante para atraer y retener a los consumidores .
o
Existe una intensa competencia de precios. Existe una fuerte promoción (cuyo objetivo es persuadir) que
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16
Finalización de la tendencia de crecimiento de ventas;
Niveles máximos de contribución y rentabilidad final,
Firmes pero estabilizados;
Máxima acción Máxima acción de la competencia para desplazar posiciones alcanzadas;
Liderazgo y dominancia en los segmentos operados, o en el mercado total;
Altos índices de fidelización de clientes;
Extensión amplia y casi total de líneas o variedades del producto;
Marcas y usos de alto reconocimiento y profundo posicionamiento;
Elevada rotación de inventarios de inventarios en la empresa la empresa y los puntos de ventas;
Carencia de requerimiento de inversiones de inversiones adicionales para sostener posiciones logradas.
Las características que distinguen esta etapa son las siguientes:
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17
4.
DECLINACIÓN: En esta cuarta etapa del ciclo de vida del producto , la demanda disminuye, por tanto, existe una baja de larga duración en las ventas, las cuales, podrían bajar a cero, o caer a su nivel más bajo en el que pueden continuar durante muchos años. Las características que permiten identificar esta etapa, son las siguientes:
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2) La necesidad del producto desaparece, a menudo por el desarrollo de otro producto. 3) La gente sencillamente se cansa de un producto (un estilo de ropa, por ejemplo), así que este desaparece del mercado. Por ello, y al ver pocas oportunidades de lograr ventas o ganancias revitalizadas, la mayoría de competidores abandonan el mercado en esta etapa. En la primera fase de la declinación, hasta tanto el producto haya perdido menos de 25% de su participación en el mercado con relación a la etapa
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mayoría de los productos de consumo se mantiene en la etapa de madurez durante años (por ejemplo, la leche).
Las personas de marketing deben conocer la fase del ciclo en que se encuentran los productos para poder ajustar las políticas y estrategias del marketing mix a esa fase, ya que las estrategias van cambiando a medida que el producto pasa de una fase a otra.
La publicidad, por ejemplo, debe ser informativa en la etapa de
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Las distintas etapas del ciclo de vida del producto requieren, para la buena administración del negocio, estrategias especializadas de marketing. A continuación analizaremos cada una de ellas.
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Las estrategias de marketing más recomendables para esta etapa deben focalizar sectores internos y externos de la empresa.
Para los clientes internos (personal de la organización) la organización):: Crear cultura cultura compartida de toda la toda la organización. Seguimiento intensivo de todo el proceso. Estímulos, incentivos Estímulos, incentivos y premios, tanto cualitativos como cuantitativos,
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Difusión y marketing directo a distribuidores y clientes finales considerados necesarios para esta etapa.
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Para los clientes externos Ampliación Ampliación en la cobertura cobertura de zonas geográficas geográficas y segmentos de
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Para los clientes internos: Diseñar los nuevos roles y desempeños que se requiere de distintas
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Acordar alianzas alianzas estratégicas estratégicas y actividades actividades de co-marketing. co-marketing. Profundizar planes de fidelización de fidelización de clientes.
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negativos para la compañía, y los clientes ya no se preocupan por él. Aquí es donde, donde, según los indicadores, indicadores, debe producirse producirse la decisión de retiro, mediato o inmediato según las circunstancias, del producto.
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