Un Docuemneto

In: Business and Management

Submitted By Karla
Words 750
Pages 3
Innovación en la base le pirámide

En los mercados emergentes se puede encontrar grandes oportunidades. El desafío es atender la base de la pirámide económica, pues es ahí, donde se puede crear un enorme valor de mercado. Para ello la innovación estratégica se enfoca en cuatro puntos importantes: Accesibilidad, Aceptación, Disponibilidad y Reconocimiento.

La empresa que quiere ingresar a un mercado de bajos ingresos primero debe ofrecer productos y servicios a precios accesibles. Para ello deberá desarrollar estrategias y ofertas que se adapten a los ingresos de los consumidores, tal como lo hizo Procter & Gamble ofreciendo micro paquetes de shampoo, jabón y la empresa de Telefonía Smart sacando micro recargas de hasta 0.50 centavos. Ambas empresas pensaron en el flujo de efectivo de sus clientes.

En segundo lugar debe lograr la aceptación de sus productos o servicios por parte del cliente potencial. Para ello es necesario que la empresa moldee ciertas características del producto o servicio y lo adapte a las necesidades del mercado. Podemos citar el caso de Unilever, la empresa, analizó el entorno cultural de la India y lanzó un jabón económico con ingredientes especiales para la salud capilar.

Además debe crear canales donde no existen y aprender a generar la demanda de mercado. Lo importante es desarrollar creativamente otros métodos de marketing que permitan difundir y entregar productos o servicios en las diversas comunidades. Un ejemplo es Avon, esta empresa supera las barreras de distribución pues su producto llega hasta las comunidades más aisladas. Otro factor que debemos tomar en cuenta son los medios de comunicación alternativos, pues los consumidores de bajos ingresos no tienen acceso a medios publicitarios, y aquí la estrategia consiste en dar a conocer su producto sea mediante publicidad boca a boca o mediante mecanismos nuevos como lo…...

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