{"id":6258,"date":"2019-02-07T21:34:48","date_gmt":"2019-02-08T00:34:48","guid":{"rendered":"http:\/\/167.172.123.0\/?page_id=6258"},"modified":"2019-02-25T21:49:57","modified_gmt":"2019-02-26T00:49:57","slug":"casos","status":"publish","type":"page","link":"https:\/\/www.marketec.com.ar\/index.php\/casos\/","title":{"rendered":"Casos"},"content":{"rendered":"[vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; bg_color=&#8221;#ffffff&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; id=&#8221;caso1&#8243; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;padding-10-percent&#8221; column_padding_position=&#8221;all&#8221; background_color=&#8221;#f4f4f4&#8243; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_row_inner column_margin=&#8221;default&#8221; text_align=&#8221;left&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221; enable_animation=&#8221;true&#8221; animation=&#8221;fade-in-from-bottom&#8221;][vc_custom_heading text=&#8221;Crecer en una categor\u00eda muy consolidada es posible&#8221; font_container=&#8221;tag:h2|font_size:44|text_align:left|color:%23000000|line_height:50px&#8221; use_theme_fonts=&#8221;yes&#8221;][vc_column_text css=&#8221;.vc_custom_1549576325053{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]<em>Una promoci\u00f3n masiva le permiti\u00f3 a una marca de jugos en polvo ganar nuevos shoppers y diferenciarse de la competencia. <\/em>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1550254028610{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]Lanzamos una promoci\u00f3n masiva que se ejecut\u00f3 en numerosos retailers. El objetivo: captar shoppers de la competencia, segmentos de consumidores familia tipo, y a quienes apreciaban los sabores a frutas y los preparados listos para consumir.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1549576368958{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]Medimos la performance de la acci\u00f3n en una importante cadena de supermercados. All\u00ed, los shoppers que se llevaban 4 sobres o m\u00e1s de jugo participaban por un beneficio, por ejemplo, entradas a parques tem\u00e1ticos o productos gratuitos. Como resultado, en esa cadena los shoppers del producto aumentaron 9% y el acto de compra creci\u00f3 de 4,8 a 5 unidades. La categor\u00eda completa aument\u00f3 su volumen de ventas, mientras que la marca en cuesti\u00f3n experiment\u00f3 el crecimiento m\u00e1s significativo, 12%, y consolid\u00f3 un incremento en el share de 5%.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; background_image=&#8221;6357&#8243; enable_bg_scale=&#8221;true&#8221; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; id=&#8221;caso2&#8243; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; background_image=&#8221;6402&#8243; enable_bg_scale=&#8221;true&#8221; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][\/vc_column][vc_column column_padding=&#8221;padding-10-percent&#8221; column_padding_position=&#8221;all&#8221; background_color=&#8221;#ffffff&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_row_inner column_margin=&#8221;default&#8221; text_align=&#8221;left&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221; enable_animation=&#8221;true&#8221; animation=&#8221;fade-in-from-bottom&#8221;][vc_custom_heading text=&#8221;Convertir una acci\u00f3n de la competencia en una oportunidad de crecimiento&#8221; font_container=&#8221;tag:h2|font_size:44|text_align:left|color:%23000000|line_height:50px&#8221; use_theme_fonts=&#8221;yes&#8221;][vc_column_text css=&#8221;.vc_custom_1551069473252{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]<em>Con una <\/em><em>campa\u00f1a de $check, nuestro cliente se anticip\u00f3 a la liquidaci\u00f3n anual de la competencia y aument\u00f3 su facturaci\u00f3n.<\/em>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1550253929303{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]Trabajamos con una cadena de supermercados para evitar que la megapromoci\u00f3n anual de su competidor afectara sus ventas. El mes previo a la liquidaci\u00f3n, lanzamos una campa\u00f1a que invitaba a los shoppers a comprar art\u00edculos en promoci\u00f3n de viernes a domingo. A cambio, recib\u00edan $check por el 50% del valor de los productos comprados, redimibles de lunes a jueves.[\/vc_column_text][vc_custom_heading text=&#8221;Resultados&#8221; font_container=&#8221;tag:h2|font_size:16|text_align:left|color:%23000000|line_height:24px&#8221; use_theme_fonts=&#8221;yes&#8221;][vc_column_text css=&#8221;.vc_custom_1551069564337{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]\n<ul>\n<li>Durante las 5 semanas que dur\u00f3 la campa\u00f1a, nuestro cliente factur\u00f3 $ 10.467 millones de pesos, 8% m\u00e1s que el mismo per\u00edodo del a\u00f1o anterior.<\/li>\n<li>La acci\u00f3n del 50% en $check gener\u00f3 el 15% de la facturaci\u00f3n total.<\/li>\n<li>El ticket de los shoppers que utilizaron las promociones aument\u00f3 136%. Durante el per\u00edodo de redenci\u00f3n de $check, los shoppers gastaron m\u00e1s de lo habitual ($ 296 vs. $ 200 ticket promedio de la cadena).<\/li>\n<li>Solo el 19% del\u00a0 gasto de los shoppers se realiz\u00f3 en productos promocionados.<\/li>\n<\/ul>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; bg_color=&#8221;#ffffff&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; id=&#8221;caso3&#8243; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;padding-10-percent&#8221; column_padding_position=&#8221;all&#8221; background_color=&#8221;#f4f4f4&#8243; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_row_inner column_margin=&#8221;default&#8221; text_align=&#8221;left&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221; enable_animation=&#8221;true&#8221; animation=&#8221;fade-in-from-bottom&#8221;][vc_custom_heading text=&#8221;Smart Couponing, clave para impulsar un lanzamiento de producto&#8221; font_container=&#8221;tag:h2|font_size:44|text_align:left|color:%23000000|line_height:50px&#8221; use_theme_fonts=&#8221;yes&#8221;][vc_column_text css=&#8221;.vc_custom_1549576013402{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]<em>Una reconocida marca de yogures super\u00f3 con creces el desaf\u00edo de llegar a los shoppers en un segmento altamente competitivo.<\/em>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1550253981443{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]Para impulsar el lanzamiento de una nueva subcategor\u00eda de yogures, implementamos una campa\u00f1a de couponing tradicional pensada para captar a los shoppers de la competencia, atraer a los shoppers que no consum\u00edan el producto pero s\u00ed categor\u00edas afines, y profundizar la elecci\u00f3n de los shoppers de la marca. Las promociones fueron 3&#215;2, 2&#215;1 y 50% de descuento en 1 unidad, seg\u00fan el target.[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1549576196841{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]<strong>\u00bfQu\u00e9 impactos tuvo la acci\u00f3n?<\/strong> La marca sum\u00f3 shoppers de la competencia, los shoppers gastaron m\u00e1s en el supermercado, y los que sol\u00edan llevar yogures, compraron m\u00e1s unidades. Como resultado, nuestro cliente duplic\u00f3 el share entre bimestres, y el 24% de ese crecimiento se debi\u00f3 a la acci\u00f3n de couponing. La inversi\u00f3n en la campa\u00f1a, en tanto, signific\u00f3 el 8.2% de lo recaudado por la venta.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; background_image=&#8221;6341&#8243; enable_bg_scale=&#8221;true&#8221; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; id=&#8221;caso4&#8243; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; background_image=&#8221;6401&#8243; enable_bg_scale=&#8221;true&#8221; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][\/vc_column][vc_column column_padding=&#8221;padding-10-percent&#8221; column_padding_position=&#8221;all&#8221; background_color=&#8221;#ffffff&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221;][vc_row_inner column_margin=&#8221;default&#8221; text_align=&#8221;left&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; bg_image_animation=&#8221;none&#8221; enable_animation=&#8221;true&#8221; animation=&#8221;fade-in-from-bottom&#8221;][vc_custom_heading text=&#8221;Mix de promociones estrat\u00e9gicas para apuntalar el negocio&#8221; font_container=&#8221;tag:h2|font_size:44|text_align:left|color:%23000000|line_height:50px&#8221; use_theme_fonts=&#8221;yes&#8221;][vc_column_text css=&#8221;.vc_custom_1550254079141{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]<em>Una cadena de supermercados optimiz\u00f3 al m\u00e1ximo su inversi\u00f3n en incentivos y descuentos.<\/em>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1549576499632{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]Dise\u00f1amos una plataforma de couponing a trav\u00e9s de la cual se implementaron acciones promocionales:[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1549576554714{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]\n<ul>\n<li>seg\u00fan las necesidades, el target, la ubicaci\u00f3n y los competidores de cada supermercado;<\/li>\n<li>por categor\u00eda, esto es, en productos y marcas espec\u00edficos;<\/li>\n<li>y para cada cliente. Tras analizar el perfil de los shoppers y de potenciales shoppers, definimos los est\u00edmulos m\u00e1s adecuados para fidelizarlos. Tambi\u00e9n evaluamos a qu\u00e9 segmentos de consumidores pod\u00edamos entregarles ofertas diferenciadas, seg\u00fan su capacidad de inversi\u00f3n.<\/li>\n<\/ul>\n[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1549576573237{margin-top: 30px !important;margin-bottom: 30px !important;}&#8221;]En un a\u00f1o, el ticket promedio de la cadena aument\u00f3 153%, comparado con el ticket promedio del resto del grupo. Adem\u00e1s, la plataforma alcanz\u00f3 una incidencia sobre las ventas de hasta el 20%. El promedio de unidades por cada compra creci\u00f3 un 145%. La inversi\u00f3n en descuentos solo signific\u00f3 menos de un 1% de la venta total.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; equal_height=&#8221;yes&#8221; content_placement=&#8221;middle&#8221; bg_color=&#8221;#ffffff&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; id=&#8221;caso1&#8243; overlay_strength=&#8221;0.3&#8243; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;padding-10-percent&#8221; column_padding_position=&#8221;all&#8221; background_color=&#8221;#f4f4f4&#8243; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_link_target=&#8221;_self&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221;&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"_links":{"self":[{"href":"https:\/\/www.marketec.com.ar\/index.php\/wp-json\/wp\/v2\/pages\/6258"}],"collection":[{"href":"https:\/\/www.marketec.com.ar\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.marketec.com.ar\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.marketec.com.ar\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.marketec.com.ar\/index.php\/wp-json\/wp\/v2\/comments?post=6258"}],"version-history":[{"count":0,"href":"https:\/\/www.marketec.com.ar\/index.php\/wp-json\/wp\/v2\/pages\/6258\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.marketec.com.ar\/index.php\/wp-json\/wp\/v2\/media?parent=6258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}