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Jack Trout Y Al Ries Podría Pivotar Muy Bien: Sobre Estos Dos Ejes

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Jack Trout Y Al Ries Podría Pivotar Muy Bien: Sobre Estos Dos Ejes Posicionamiento Al Ries Jack Trout Serie de McGraw-Hill-Management McGraw-Hill Interamericana de México, S.A. de C.V. Este material se utiliza con fines exclusivamente didácticos CONTENIDO Introducción El concepto de «posicionamiento» es el primer intento de enfrentar los problemas de la comunicación en una sociedad sobrecomunicada..................................................................... xvii Capítulo 1. ¿En qué consiste el posicionamiento? Mucha gente no entiende bien cuál es el papel de la comunicación en los negocios y en la política de hoy. En nuestra sociedad sobrecomunicada, en realidad hay una escasa comunicación. Lo que una empresa ha de hacer es establecer un posicionamiento en la mente del cliente. Tal posicionamiento debe tomar en cuenta no sólo los aspectos fuertes y débiles de la empresa, sino también los de sus competidores ........................................ 1 Capítulo 2. El asalto a la mente Existen demasiadas empresas, demasiados productos, con demasiados ruidos en el mercado. El gasto anual per cápita en publicidad en Estados Unidos es de 376 dólares.............. 5 Capítulo 3. Penetración en la mente La mejor manera de penetrar en la mente de una persona es ser el primero en impactarla. Si no es posible, entonces se debe buscar un medio de buscar su posicionamiento frente al producto, al político o la persona que llegó antes ....................................................................... 11 Capítulo 4. Las escalas mentales Para desenvolverse en esta sociedad sobrecomunicada. La gente ha aprendido a clasificar los productos en escalas mentales. En la idea de alquiler de coches, por ejemplo, muchos colocan a Hertz en primer lugar, a Avis en el segundo escalón y a National en el tercero. Antes de optar por un posicionamiento, es preciso conocer qué lugar ocupa el producto en la mente de todos......................................................................................................................... 18 Capítulo 5. No se puede llegar hasta allí desde aquí Un competidor no tiene posibilidad de igualar la posición que IBM ha conquistado en el sector de las computadoras. Muchas empresas han pasado por alto este principio básico del posicionamiento y han tenido que padecer las consecuencias .................................................... 24 Capítulo 6. Posicionamiento como líder Para ser un líder hay que ser el primero en penetrar en la mente del cliente en perspectiva, y luego hay que seguir las tácticas para conservar el lugar......................................................... 29 Capítulo 7. Posicionamiento del segundo en el mercado Lo que funciona en el caso de un líder no funciona necesariamente para un seguidor. Todo competidor tiene que encontrar un créneau o hueco en la mente que no haya ocupado 2 nadie más..................................................................................................................................... 36 Capítulo 8. Reposicionamiento de la competencia Si no quedan créneaus , entonces hay que crearse uno mediante el reposicionamiento de la competencia. Tylenol, por ejemplo. logró su reposicionamiento frente a la aspirina ................. 43 Capítulo 9. El poder del nombre La decisión más importante que hay que tomar en marketing es la relacionada con el bautismo del producto. El nombre por sí solo posee un potencial enorme en una sociedad sobrecomunicada......................................................................................................................... 50 Capítulo 10. La trampa de la falta de nombre Las compañías con nombres kilométricos han procurado reducirlos usando iniciales. Esta estrategia pocas veces funciona........................................................................................... 60 Capítulo 11. La trampa del viaje gratis Un segundo producto puede «viajar gratis» a expensas de una marca bien conocida? En el caso del chicle Salvavidas, la respuesta es no.................................................................... 68 Capítulo 12. La trampa de la expansión de línea La expansión de línea fue la enfermedad del marketing la década pasada. Rara vez funciona............. 73 Capítulo 13. ¿Cuándo puede funcionar la expansión de línea? Hay casos, sin embargo, en que se logra el éxito con una expansión de línea (GE, por ejemplo). Es necesario discutir cuándo emplear el nombre de la empresa y cuándo uno nuevo........................................................................................................................ 83 Capítulo 14. Posicionamiento de una empresa: Xerox Xerox posee el liderazgo en copiadoras. ¿pero cómo puede posicionarse para pasar al área de los equipos automatizados para oficina? ................................................................................ 91 Capítulo 15. Posicionamiento de un país: Bélgica La respuesta a los problemas de las líneas aéreas nacionales como Sabena se encuentra en establecer el posicionamiento del país, no de la aerolínea .......................................................... 99 Capítulo 16. Posicionamiento sobre una isla: Jamaica «Arena y surf » se ha convertido en un cliché visual para todas las islas caribeñas. ¿Cómo establecer un posicionamiento diferencia para una de ellas?.................................................. 103 3 Capítulo 17. Posicionamiento de un producto: Milk Duds Cómo puede entrar en la mente un producto con un pequeño presupuesto posicionándose como la alternativa a largo plazo en el mercado de los chocolates........................................... 106 Capítulo 18. Posicionamiento de un servicio: Mailgram Un servicio nuevo tiene que conquistar su posicionamiento frente a uno anterior. .................. 109 Capítulo 19. Posicionamiento de un banco de Long Island Reacción exitosa de un banco cuando su territorio es invadido por los vecinos gigantes de la Gran Urbe........................................................................................................... 114 Capítulo 20. Posicionamiento de un banco de Nueva Jersey La mejor forma de posicionarse es encontrar la debilidad del competidor............................... 121 Capítulo 21. Posicionamiento de un centro de esquí: Stowe Un experto externo puede añadir credibilidad a una propuesta de posicionamiento. ............... 124 Capítulo 22. Posicionamiento de la Iglesia Católica Incluso las instituciones pueden salir ganando si conquistan una posición en el pensamiento. Bosquejo de algunos pasos lógicos que la iglesia Católica debería emprender para establecer su posicionamiento................................................................................................... 126 Capítulo 23. Posicionamiento de uno mismo y de su porvenir Uno puede sacar provecho para su propio futuro empleando la estrategia del posicionamiento. Principio clave: no intente hacerlo todo usted mismo; búsquese un caballo que montar.................... 131 Capítulo 24. Posicionamiento de su negocio Para iniciar un programa de posicionamiento, hay seis preguntas que se deben plantear................... 138 Capítulo 25. El juego del posicionamiento Para tener éxito en la conquista de posición, hay que tener la actitud mental correcta. Hay que convertirse en un pensador «de afuera hacia adentro», no «de adentro hacia afuera». Esto requiere paciencia, valor y fuerza de carácter. ............................................................................ 144 Índice .................................................................................................................................................. 153 4 PRÓLOGO Al preparar el prólogo de este práctico y útil libro vienen a mi memoria dos frases que trato de tener presentes en la vida profesional: ¡Viva la comunicación! ¡Muera la telecomunicación! El sentido común es el menos común de los sentidos De alguna forma, esta obra de Jack Trout y Al Ries podría pivotar muy bien: sobre estos dos ejes. Por un lado. los expertos de marketing, y especialmente los dedicados a la publicidad, pocas veces estructuran sus campañas buscando, a partir de una idea que lo soporte, el posicionamiento eficaz para los productos o servicios que promueven. Gran parte de ellos están más absortos en descubrir y utilizar instrumentos nuevos y espectaculares de comunicación (tal vez para satisfacer sus propios egos) que en definir ese mensaje simple y sencillo que llegue y produzca una impronta definitiva y determinada en la mente de los clientes en perspectiva. Es decir, tratando de lograr una comunicación verdadera en la que lo importante sea el mensaje y no el medio . Por otro lado, y como dejan claro los autores, no se trata en absoluto de encontrar conceptos filosóficos de «tercer grado de abstracción» para posicionar el país, la empresa, el producto, el servicio o, incluso, la persona. Precisamente el sentido común debe prevalecer ante todo. Los clientes deben recibir una señal sencilla, clara, precisa y sobre todo, que sea inteligible. El sentido común es en el que hay que basarse para establecer la estrategia más adecuada que logre la conexión imprescindible con los clientes potenciales. Este es el objetivo del posicionamiento . Pero ¿qué es el posicionamiento ? ¿Cómo definirlo? Resumiendo en una frase el concepto desarrollado, por TROUT & RIES se puede decir: El posicionamiento es la toma de una posición concreta y definitiva en la mente del o de los sujetos en perspectiva a los que se dirige una determinada oferta u opción. De manera tal que, frente a una necesidad que dicha oferta u opción pueda satisfacer,
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