{"id":1661,"date":"2025-02-06T16:20:41","date_gmt":"2025-02-06T15:20:41","guid":{"rendered":"https:\/\/business.shopadvizor.com\/?p=1661"},"modified":"2025-02-06T16:29:31","modified_gmt":"2025-02-06T15:29:31","slug":"el-reto-de-las-marcas-de-aportar-valor-real-al-consumidor","status":"publish","type":"post","link":"https:\/\/business.shopadvizor.com\/fr\/el-reto-de-las-marcas-de-aportar-valor-real-al-consumidor\/","title":{"rendered":"El reto de las marcas de aportar valor real al consumidor"},"content":{"rendered":"

Innovaci\u00f3n y diferenciaci\u00f3n: El reto de las marcas en retail<\/mark><\/strong><\/p>\n\n\n\n

El mercado del gran consumo en Espa\u00f1a atraviesa un momento desafiante. La innovaci\u00f3n ha ca\u00eddo un 43% en la \u00faltima d\u00e9cada, y<\/mark> solo una de cada cinco novedades sobrevive al primer a\u00f1o<\/mark><\/strong>. Mientras tanto, la marca de distribuci\u00f3n (MDD) sigue ganando cuota de mercado, alcanzando el 49% y superando la media europea.<\/mark><\/p>\n\n\n\n

Con este escenario, el <\/mark><\/mark>I Encuentro de Marketing FMCG<\/strong>, organizado por FRS en colaboraci\u00f3n con Shopadvizor<\/strong><\/mark>, reuni\u00f3 a l\u00edderes del sector para debatir sobre el futuro de las marcas y las estrategias necesarias para recuperar su protagonismo.<\/mark><\/p>\n\n\n\n

Innovaci\u00f3n con prop\u00f3sito: menos cantidad, m\u00e1s calidad<\/mark><\/strong><\/p>\n\n\n\n

El encuentro dej\u00f3 claro que innovar no significa lanzar m\u00e1s productos, sino hacerlo con estrategia.<\/mark> Las marcas deben priorizar innovaciones relevantes, alineadas con las necesidades reales del consumidor<\/mark><\/strong> y con un diferencial claro frente a la MDD.<\/mark><\/p>\n\n\n\n

En muchos casos, la clave no est\u00e1 en inventar desde cero, sino en mejorar el n\u00facleo del negocio (core business<\/em>). Como se\u00f1al\u00f3 Antonio Garrido, de Suntory:
\u00abPensar en innovaci\u00f3n va m\u00e1s all\u00e1 de la extensi\u00f3n de lineal. La clave est\u00e1 en mejorar continuamente la calidad del producto<\/em><\/mark>\u00ab.<\/em><\/p>\n\n\n\n

La paciencia tambi\u00e9n juega un papel clave.<\/mark> Muchos lanzamientos fracasan porque no reciben el tiempo ni la inversi\u00f3n suficiente<\/mark> <\/strong>para consolidarse. Celia Ruiz, de Kimberly Clark, advirti\u00f3 sobre la falta de visi\u00f3n a largo plazo:
\u00abNo se puede tratar igual una innovaci\u00f3n que busca mejorar un producto existente que una que pretende cambiar un h\u00e1bito de consumo. Esta \u00faltima requiere mucho m\u00e1s tiempo e inversi\u00f3n.\u00bb<\/em><\/mark><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Recuperar el foco en la calidad y la diferenciaci\u00f3n<\/mark><\/strong><\/p>\n\n\n\n

Uno de los grandes desaf\u00edos para las marcas de fabricante es<\/mark> recuperar su posicionamiento frente a la MDD<\/mark><\/strong>. El consumidor percibe que las marcas blancas ofrecen una calidad cada vez mayor, lo que ha llevado a una p\u00e9rdida de diferenciaci\u00f3n. Para competir, las marcas deben volver a centrarse en lo esencial:<\/mark> calidad, autenticidad y conexi\u00f3n emocional con el consumidor<\/strong>.<\/mark> No se trata solo de competir en precio, sino de ofrecer un valor a\u00f1adido real.<\/mark><\/p>\n\n\n\n

Joaqu\u00edn Jim\u00e9nez, de Juver, alert\u00f3 sobre el cambio generacional en los h\u00e1bitos de compra:<\/mark> \u00abLas nuevas generaciones han crecido con la MDD y no tienen problema en d\u00e1rsela a sus hijos<\/strong>.<\/mark> Si las marcas no recuperamos nuestra propuesta de valor, en diez a\u00f1os estaremos en serios problemas.\u00bb<\/mark><\/em><\/p>\n\n\n\n

Algunas marcas han apostado por estrategias de nicho, como el desarrollo de gamas especializadas (sin az\u00facar, ingredientes premium, productos funcionales<\/em>), mientras que otras han trabajado en reforzar la identidad de marca y la confianza del consumidor a trav\u00e9s de la comunicaci\u00f3n.<\/mark><\/p>\n\n\n\n

La voz del consumidor como ventaja competitiva<\/mark><\/strong><\/p>\n\n\n\n

En este contexto,<\/mark> escuchar al consumidor<\/mark><\/strong> es m\u00e1s importante que nunca. La experiencia de compra y la percepci\u00f3n del producto son factores clave para la fidelizaci\u00f3n y el crecimiento de las marcas.<\/mark><\/p>\n\n\n\n

Shopadvizor se destac\u00f3 en el encuentro como una herramienta que permite a las marcas entender mejor a su audiencia. En mercados como el franc\u00e9s,<\/mark> el uso de rese\u00f1as y opiniones verificadas ha demostrado ser una estrategia efectiva para mejorar la percepci\u00f3n de calidad y aumentar las ventas<\/mark><\/strong>, con casos de \u00e9xito como el de Carrefour, donde la integraci\u00f3n de reviews<\/em> ha elevado la conversi\u00f3n en publicidad digital en un 46%.<\/mark><\/p>\n\n\n\n

Como se\u00f1al\u00f3 Diego Chorny, CEO de Shopadvizor:
\u00abEl reto en Espa\u00f1a es ayudar a las marcas a innovar de manera sostenible y competir mejor contra la MDD, utilizando la voz del consumidor como una ventaja estrat\u00e9gica.\u00bb<\/em><\/mark><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

El I Encuentro de Marketing FMCG dej\u00f3 un mensaje claro:<\/mark> <\/mark>el \u00e9xito de las marcas depender\u00e1 de su capacidad para innovar con sentido, diferenciarse con calidad y conectar con el consumidor de forma aut\u00e9ntica<\/strong>.<\/mark> <\/mark>En un mercado cada vez m\u00e1s competitivo, la pregunta no es si las marcas pueden adaptarse, sino qu\u00e9 est\u00e1n dispuestas a hacer para lograrlo. <\/mark><\/p>\n\n\n\n

En un entorno donde la innovaci\u00f3n y la autenticidad marcan la diferencia, las marcas que entiendan y apliquen estas claves ser\u00e1n las que lideren el futuro del sector FMCG. \u00bfEst\u00e1s listo para llevar tu estrategia al siguiente nivel?<\/mark><\/p>\n\n\n\n

Descarga el<\/mark> eBook con el resumen completo<\/strong><\/mark> <\/mark>del I Encuentro de Marketing FMCG y descubre todas las ideas, insights y tendencias que transformar\u00e1n la manera en que conectas con tus consumidores. \u00a1No te lo pierdas! <\/mark>\ud83d\ude80<\/mark><\/p>\n\n\n\n

\n
Descarga el ebook aqu\u00ed<\/mark><\/a><\/div>\n<\/div>\n\n\n\n

 <\/p>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Innovaci\u00f3n y diferenciaci\u00f3n: El reto de las marcas en retail El mercado del gran consumo en Espa\u00f1a atraviesa un momento desafiante. La innovaci\u00f3n ha ca\u00eddo un 43% en la \u00faltima d\u00e9cada, y solo una de cada cinco novedades sobrevive al primer a\u00f1o. Mientras tanto, la marca de distribuci\u00f3n (MDD) sigue ganando cuota de mercado, alcanzando […]<\/p>\n","protected":false},"author":225361373,"featured_media":1705,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"post_language":"es_ES","_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1771],"tags":[],"class_list":["post-1661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"\nEl reto de las marcas de aportar valor real al consumidor - Shopadvizor<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/business.shopadvizor.com\/fr\/el-reto-de-las-marcas-de-aportar-valor-real-al-consumidor\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El reto de las marcas de aportar valor real al consumidor - Shopadvizor\" \/>\n<meta property=\"og:description\" content=\"Innovaci\u00f3n y diferenciaci\u00f3n: El reto de las marcas en retail El mercado del gran consumo en Espa\u00f1a atraviesa un momento desafiante. 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