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El marketing mix es uno de los conceptos más usados y mencionados en marketing. Hace referencia a la combinación de los cuatro elementos básicos (producto, precio, punto de venta - distribución y promoción) del marketing para alcanzar los objetivos de la empresa.
Pero… ¿tiene todavía sentido? ¿Se usa en realidad? ¿Es demasiado amplio o demasiado abstracto?
Empecemos por la base.
Qué es el marketing mix: definición y orígenes Existen muchas definiciones, quizá una de las más sencillas sea la de Miguel Santesmases:
El marketing mix es la combinación de los cuatro instrumentos básicos de marketing (producto, precio, distribución y promoción) para alcanzar los objetivos previstos.
Fuente : Miguel Santesmases Mestre , Catedrático de Comercialización e Investigación de Mercados.
Nota al margen.
Si has entrado en el enlace de la fuente, es posible que el diseño noventero te haya echado un poco para atrás. Pero no te dejes engañar, Santesmases es una institución del marketing, sus libros de texto han sido la base académica de varias generaciones y sabe de lo que habla.
Como dice Santesmases, el marketing mix es la combinación (de ahí lo de “mix ”) de las conocidas 4 Ps del marketing .
El concepto de marketing mix no es nuevo, de hecho, hunde sus raíces en la primera mitad del siglo XX.
Orígenes del marketing mix Los orígenes de las 4 P pueden rastrearse hasta la década de 1940.
La primera mención conocida a los “ingredientes” del marketing que “había que mezclar” se atribuye a James Culliton, profesor de marketing de la Universidad de Harvard, que, en 1948, publicó “The Management of Marketing Costs” (la gestión de los costes de marketing), en el que trataba de averiguar el coste total que dedicaban empresas industriales a su marketing.
Por desgracia, no fue capaz de conseguirlo, porque ya en 1948, las empresas se enfrentaban a problemas similares a los actuales a la hora de cuantificar la inversión en marketing.
La publicidad aparecía como uno de los costes más obvios, pero el propio autor reconocía, desde la introducción, lo complejo de la tarea y la enorme variedad de respuestas.
Fue en 1953 cuando, inspirado por la idea de los ingredientes que había que mezclar, Neil Borden utilizó por primera vez de forma explícita el término “marketing mix ” en su discurso en la American Marketing Association, fijando en 12 los elementos de la “mezcla de marketing” en su libro de 1964:
La idea de fondo para ambos era que el profesional de marketing es un chef que mezcla (hace el mix) de varios ingredientes.
En cualquier caso, la acepción moderna se la debemos a E. Jerome McCarthy, que en su libro “Basic Marketing: A Managerial Approach ” reducía a 4 los ingredientes, las famosas 4 Ps, de las que vamos a hablar a continuación.
Nota al margen.
Aunque han pasado varias décadas, es curioso comprobar cómo muchos de los problemas que mencionan los autores en estos libros y artículos son todavía relevantes, con preguntas que a cualquier profesional del marketing le sonarán en su día a día, como “¿no cuesta demasiado el marketing?
” Las 4 Ps del Marketing Mix El modelo del marketing mix hace referencia a la combinación de 4 variables que son:
Producto . Lo que vendemos. Puede ser un software (ahrefs), un libro o una bicicleta.Precio . Lo que cobramos por el producto al cliente final.Punto de venta (distribución o plaza). Este punto da algún quebradero de cabeza en castellano, ya que para mantener la “p”, se suele usar punto de venta o plaza, pero hace referencia a la distribución (cómo hacemos llegar el producto al cliente).Promoción . Cómo comunicamos y damos a conocer nuestro producto.Básicamente, tenemos que responder:
Qué vendemos A cuánto lo vendemos Dónde lo vendemos / cómo lo distribuimos Cómo lo damos a conocer
Ejemplos de Marketing Mix Vamos a ver 4 ejemplos de marketing mix de distintos sectores, con productos relativamente nuevos y con otros más tradicionales.
Nintendo Switch A estas alturas creo que la mayoría conocemos una de las consolas más vendidas de la historia, la Switch de Nintendo.
Vamos a simplificar y acotar un poco, al modelo original, y en el mercado español.
Producto
Nintendo Switch es una consola de videojuegos híbrida (portátil y sobremesa), que incluye controles con detección de movimiento, aptos para uno o dos jugadores.
Cuenta con un catálogo exclusivo de juegos, así como la presencia de grandes franquicias de terceros (third-party). Tiene su propia línea de accesorios de todo tipo. Precio
El precio actual es de alrededor de 299 € (329 € en su lanzamiento en 2017).
Es un precio competitivo dentro de su generación, que apenas ha cambiado en 7 años. La mayoría de los juegos cuestan alrededor de 60 €. Distribución - Punto de venta
Switch se distribuye a través de minoristas, cadenas, tiendas especializadas y tiendas online no asociadas a Nintendo, no realiza venta directa.
Tiendas especializadas : Game, y tiendas especializadas en videojuegos (de todo tamaño).Grandes superficies : como MediaMarkt, el Corte Inglés y muchas otras.Promoción
Nintendo da a conocer Switch de varias formas, usando un mix de medios pagados, ganados y propios:
Campañas publicitarias en TV y medios digitales Nintendo Direct (presentaciones online de nuevos juegos y actualizaciones, gestionadas directamente por la marca) Influencers, streamers y medios de comunicación. Si usáramos como ejemplo uno de sus juegos (Zelda, ya que estamos), tendríamos que hacer algunos cambios, como incluir la distribución directa a través de su tienda online propia (eShop).
Fairy Fairy es uno de los lavavajillas más conocidos (en varios países de América Latina y en Estados Unidos se comercializa como “Dawn”, en México como “Salvo” y en Argentina y Uruguay como “Magistral”).
Producto
Lavavajillas (con, teóricamente, una mayor efectividad que el resto).
Precio
Unos 5-6 €. Lo que lo sitúa en el rango alto de precio de este tipo de productos.
Distribución
Fairy se distribuye en cadenas y tiendas independientes, desde supermercados a tiendas de conveniencia. No realiza venta directa.
Promoción
Fairy realiza sobre todo campañas de publicidad masivas, en medios tradicionales (televisión, radio, etc.) y digitales.
Alguna de sus campañas más míticas tienen décadas, pero siguen siendo recordadas, como “Villarriba y Villabajo”:
https://youtu.be/q11B-gnGdWk?si=ZYKvVT-mfeOZYbg7
Meta Oculus Quest Las Oculus Quest de Meta son unas gafas de realidad virtual / mixta que permiten jugar a videojuegos, ver películas y consumir contenidos, además de participar en entornos sociales y otras experiencias inmersivas. Hay varios modelos, así que nos centraremos en el último, las Meta Oculus Quest 3.
Foto : Meta.
Producto.
Casco de realidad virtual / aumentada autónomo (no requiere PC, móvil ni cables).
Controladores de movimiento incluidos. Seguimiento de movimiento interno. Biblioteca de aplicaciones y juegos en crecimiento. Accesorios: correas, estuches de transporte, baterías externas. Precio.
Oculus Quest 3 tiene distintos modelos y precios, en un rango relativamente asequible para su categoría (sobre todo si las comparamos con el visor de Apple).
Modelo de 128 GB a 599 €. Modelo de 512 GB a 699 €. Distribución - Punto de venta
La distribución es mixta, se pueden adquirir en:
Tienda propia (online). Minoristas. Tiendas online de terceros. Promoción
Meta realiza todo tipo de acciones para comunicar la existencia de Oculus, con:
Campañas publicitarias en redes sociales y plataformas digitales (especialmente en sus propias plataformas). Demostraciones en tiendas y eventos de tecnología. Colaboraciones con creadores de contenido y streamers . Programa de referidos para usuarios existentes (los usuarios obtienen beneficios al invitar a otras personas). De nuevo, al igual que en el ejemplo de Nintendo, un juego de realidad virtual tendría la tienda de Oculus como un canal de distribución.
ChatGPT ChatGPT es un modelo de lenguaje avanzado desarrollado por OpenAI que utiliza inteligencia artificial para generar texto, imágenes o código.
Para hacer el marketing mix de ChatGPT, usaré al propio ChatGPT, con algunas correcciones.
Producto
Interacción en tiempo real: Proporciona respuestas inmediatas a preguntas y solicitudes. Capacidad multilingüe: Puede entender y responder en varios idiomas. Versatilidad: Puede usarse en diversas aplicaciones como atención al cliente, generación de contenido, formación, etc. Precio
ChatGPT es un producto freemium , es decir, tiene una versión gratuita y otras de pago (ChatGPT Plus, de 20 € al mes).
Distribución
ChatGPT es una aplicación web en la que basta con que nos registremos para empezar a usarla. Además, tiene aplicaciones móviles en Play Store y App Store.
Aquí podríamos complicarlo y analizar la API, cuyo modelo de distribución y público objetivo no coinciden.
Promoción
ChatGPT usa, sobre todo, relaciones públicas y creación de contenido para darse a conocer.
Como ves, podemos acomodar ejemplos de lo más variados: IA, realidad virtual o lavavajillas. Pero es cierto que algunos elementos del marketing mix pueden rechinar un poco. El mundo es algo más complejo que en 1960 y algunos modelos de negocio convierten al producto en plataforma (por ejemplo, tanto Switch, como Oculus como ChatGPT son tanto productos en sí mismos como plataformas de distribución para otros productos).
Vamos a ver las limitaciones de este modelo y algunas de sus variantes y evoluciones.
Limitaciones del Marketing Mix y modelos alternativos Si vendes servicios, el primer punto del marketing mix ya te habrá dejado tocado: “¿Producto? ¡Pero si vendo servicios!” . O quizá hayas pensado que es un modelo demasiado antiguo para reflejar las complejidades del mundo actual. Al fin y al cabo, cuando se planteó el marketing mix no es que no tuviéramos TikTok o Google, es que el fax era una novedad.
Tras pasar horas revisando artículos y publicaciones de todo tipo, tenemos dos grupos de personas.
Revisionistas del marketing mix. Las que piensan que el modelo ha quedado obsoleto y necesita un reemplazo.Conservadoras del marketing mix. Las que piensan que el modelo sigue siendo válido, y que lo único que tenemos que hacer es incorporar “cosas” dentro de cada una de las Ps.Personalmente, me decanto ligeramente por el segundo grupo.
Creo que las variables son lo bastante amplias como para que entre prácticamente todo lo que tenemos que tener en cuenta en una estrategia de marketing . Nuestro producto puede ser digital, el canal de distribución principal puede ser Amazon y nuestra estrategia de promoción, campañas de influencers en TikTok. Ya tenemos demasiados marcos y modelos estratégicos en marketing. La inflación de estrategias y tácticas, que no son más que refritos o cambios de nombre, está a la orden del día. Dicho esto, vamos a ver algunas de las evoluciones, añadidos y modelos alternativos más populares.
Las 7 Ps y las 8 Ps del Marketing Mix En 1981, Booms y Bitner propusieron un modelo de 7 Ps, que incluía las 4 Ps originales más tres nuevos elementos, buscando adaptarlo al sector servicios:
Personas (People ) Proceso (Process ) Evidencia física o Pruebas (Physical Evidence ) “P” adicional Qué es Ejemplos Personas (People) Personas que desempeñan un papel en la entrega del servicio, influyendo en la percepción del cliente. Uniformes, manuales de interacción con el cliente, formación… Proceso (Process) Son los procedimientos, mecanismos y flujo de actividades mediante los cuales se obtiene el servicio. Sistema de reservas de un hotel o apartamento, check-in en el aeropuerto, etc. Evidencia Física (Physical Evidence) Es el entorno en el que se entrega el servicio y donde interactúan la empresa y el cliente. Incluye cualquier componente tangible que facilite el desempeño o la comunicación del servicio. Que puede ser el interior de una oficina bancaria, el de un restaurante o la calidad del papel en un manual de procesos que una consultora entrega.
También se hace referencia al modelo de 8 Ps, que, generalmente, hace referencia a “Performance ” (rendimiento), una “P” que añadió Philip Kotler (el que muchos consideran el padre del marketing moderno) haciendo referencia a cómo es capaz de competir el servicio de la empresa en el mercado y a la medición del grado de cumplimiento de sus objetivos financieros.
En otras ocasiones, esa “P” hace referencia a “Partnerships ” (alianzas).
Las 4 Cs del Marketing Mix Robert F. Lauterborn propuso las 4 Cs en 1990. Se trata de una versión más orientada al cliente de las 4 Ps, pensando en nichos y necesidades más concretas.
Consumidor / Cliente . El foco pasa del producto a las necesidades del cliente.Coste . En el coste incluiríamos el coste total para el cliente, no solo el precio. Es decir, gastos de envío, tiempo necesario para adquirirlo y otras variables.Conveniencia . La conveniencia incluye la facilidad de compra, restando importancia al punto físico.Comunicación . Aquí abrimos el foco a “algo más” que promoción: relaciones, comunicación directa, relaciones públicas , etc.
Marketing Mix en 2024: ¿sigue siendo relevante? Es evidente que muchas cosas han cambiado desde 1960, siendo quizá el más obvio el cambio tecnológico. Sin embargo, a medida que leía algunas publicaciones con más de 80 años, no podía evitar pensar que las preguntas de base que nos hacemos siguen siendo las mismas.
Si un profesional del marketing de los años 70 apareciera de golpe en 2024, ¿entendería algo? ¿Podría aplicar el sistema de marketing mix que acaba de aprender en Harvard?
Creo que sí, con algunos matices y explicaciones.
A nuestro viajero del tiempo quizá tendríamos que explicarle algunas cosas, pero con ciertas metáforas, creo que nos entendería perfectamente. Por ejemplo:
Una app móvil que subimos a la App Store o a la Play Store es un producto . El precio que marcamos es el que paga el cliente, del que descontamos una comisión. No somos los dueños de la distribución , como tampoco lo eran (ni lo son) la mayoría de las grandes marcas de productos de consumo del siglo XX. Creo que nuestro amigo entendería fácilmente que la App Store y la Play Store son algo parecido a las cadenas de supermercados. Podemos dar a conocer nuestro producto con SEO (tendríamos que explicarle qué es un buscador, pero seguramente una metáfora como “páginas amarillas a lo grande y mejor” podría servir), influencers, PPC , etc. Sí, es posible que el modelo original parezca desfasado, pero plantea preguntas fundamentales que tenemos que seguir respondiendo y, con algunos ajustes, puede recoger la mayor parte de la estrategia de marketing de casi cualquier empresa, como vimos en los ejemplos .
Se trata de responder a:
Qué vendemos ➡️ Producto. Incluso aunque sea un servicio o un servicio productizado, con algunos ajustes, lo importante es entender qué estamos vendiendo y qué problema resuelve.Cuánto cobramos y cómo ➡️ Precio . Esto es bastante atemporal. Y nada nos impide incluir modalidades como el freemium (como vimos en el ejemplo de ChatGPT).Dónde lo vendemos ➡️ Distribución. Da igual si hoy vendemos con un chatbot a través de inteligencia artificial o si mañana vendemos experiencias sensoriales en el metaverso, las preguntas fundamentales sobre los canales de distribución no cambian.Cómo lo damos a conocer ➡️ Promoción. Creo que la palabra “promoción” nos limita, pensemos en comunicación en sentido amplio, incluyendo publicidad y cualquier forma de dar a conocer nuestro producto.Quizá la crítica más legítima que se le hace al marketing mix es que está demasiado orientado a la empresa y no piensa tanto en el cliente o consumidor.
En mi opinión, el cliente y sus necesidades o problemas vienen en un paso anterior. Y es al dar respuesta a la pregunta qué necesita ese cliente cuando definimos el marketing mix.
Como decía Borden (traducción propia), solo necesitamos:
Una lista de los elementos o ingredientes importantes que conforman los programas de marketing; Una lista de las fuerzas que inciden en la operación de marketing de una empresa y a las que el responsable de marketing debe ajustarse en su búsqueda de un mix (mezcla) o programa que pueda tener éxito. Y creo que en eso nos deberíamos centrar, en entender esa lista de elementos clave y cómo podemos dar con la mezcla adecuada.
¡Gracias!
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