{"id":134536,"date":"2023-06-23T09:28:14","date_gmt":"2023-06-23T09:28:14","guid":{"rendered":"https:\/\/raed.academy\/?p=134536"},"modified":"2023-06-26T09:54:14","modified_gmt":"2023-06-26T09:54:14","slug":"cinquanta-anys-de-marqueting","status":"publish","type":"post","link":"https:\/\/raed.academy\/ca\/cinquanta-anys-de-marqueting\/","title":{"rendered":"Cinquanta anys de m\u00e0rqueting"},"content":{"rendered":"
\"Jaume

Dr. Jaume Llopis<\/p><\/div>\n

Jaume Llopis<\/strong><\/em><\/a>, professor em\u00e8rit d’IESE Business School<\/strong> i acad\u00e8mic de n\u00famero i membre de la Junta de Govern<\/strong> de la Reial Acad\u00e8mia Europea de Doctors-Barcelona 1914<\/strong> (RAED), comparteix amb la comunitat acad\u00e8mica l’article “Cinquanta anys de m\u00e0rqueting”<\/strong>, en qu\u00e8 aborda l’origen i el desenvolupament del m\u00e0rqueting a Espanya. Llopis<\/strong> ha desenvolupat una llarga i reeixida traject\u00f2ria al m\u00f3n de la gesti\u00f3 empresarial en empreses com ara Moulinex<\/strong>, Nestl\u00e9<\/strong>, La Uni\u00f3n y el F\u00e9nix Espa\u00f1ol<\/strong> i Borges International Group<\/strong>. De la seva vasta traject\u00f2ria acad\u00e8mica, al seu magisteri a IESE se sumen els seus cursos com a professor convidat a les escoles de negocis IPADE<\/strong> (M\u00e8xic), AESE<\/strong> (Portugal), IDE<\/strong> (Equador), INCAE<\/strong> (Nicaragua), IEEM<\/strong> (Uruguai), MDE<\/strong> ( Costa d’Ivori), l’Institut San Telmo<\/strong> de Sevilla, i EADA<\/strong>, a Barcelona. \u00c9s autor de llibres de refer\u00e8ncia a l’\u00e0mbit de la gesti\u00f3 empresarial.<\/p>\n

Cinquanta anys de m\u00e0rqueting<\/h2>\n

El m\u00e0rqueting comen\u00e7a a Espanya a principis dels anys 70 del segle XX. Els pioners van ser b\u00e0sicament empreses de productes de gran consum, com Gallina Blanca<\/strong>, Nestl\u00e9, Danone<\/strong>, Henkel<\/strong> o Nutrexpa<\/strong>, entre algunes altres, aix\u00ed com el Club de M\u00e0rqueting de Barcelona<\/strong>, que fins aleshores s’anomenava Club de Dirigents de Vendes<\/strong>, com a portaveu de com estava de canviant l’escenari competitiu. El fam\u00f3s article de Theodor Levitt “Marketing Myopia”<\/strong> va inspirar una nova visi\u00f3 sobre el mercat i els consumidors.<\/p>\n

Al grup Agrolimen<\/strong> vam ser pioners en l’aplicaci\u00f3 de les t\u00e8cniques de marxandatge amb motiu de la creaci\u00f3 el 1972 del primer hipermercat a Espanya, l’Euromarch\u00e9<\/strong> al Prat, on avui s’ubica un Carrefour<\/strong>. Van apar\u00e8ixer les primeres marques blanques, que ho eren de deb\u00f2, perqu\u00e8 el packaging era completament blanc i sense marca, descrivint nom\u00e9s el gen\u00e8ric (arr\u00f2s, sucre, oli…). La pressi\u00f3 dels primers hipermercats ens va obligar a una innovaci\u00f3 en productes i envasaments i en aquella \u00e8poca vam iniciar les campanyes on ja utilitzem tots els components del m\u00e0rqueting mix.<\/p>\n

Com tota innovaci\u00f3 transcendental, l’impacte del m\u00e0rqueting i el marxandatge en la comercialitzaci\u00f3 de productes va ser brutal. Encara que Espanya a principis dels 70 era un pa\u00eds amb un baix poder adquisitiu, la irrupci\u00f3 del llavors m\u00e0rqueting modern va fer que es creessin nous mercats i s’ampliessin molts altres. Es va iniciar una \u00e8poca daurada per a les empreses pioneres en m\u00e0rqueting i per a ag\u00e8ncies de publicitat. Els productes de consum, alimentaci\u00f3 i detergents, ja eren mercats importants, per\u00f2 vam crear altres mercats com el dels petits electrodom\u00e8stics en una lluita i sana compet\u00e8ncia entre Moulinex<\/strong> i Braun<\/strong>. Empreses dirigides per equips que venien de l’alimentaci\u00f3 i els detergents, que van aplicar les t\u00e8cniques de m\u00e0rqueting i marxandatge a aquests productes, ja que la venda d’un molinet de caf\u00e8, una batedora o una picadora era m\u00e9s semblant a un pot de caf\u00e8 soluble o de tom\u00e0quet fregit que a un frigor\u00edfic. Els resultats van ser excepcionals.<\/p>\n

La innovaci\u00f3 constant, les grans campanyes de publicitat i la popularitzaci\u00f3 d’aquests regals per al Dia de la Mare, Nadal i Reis va ser un \u00e8xit total. A m\u00e9s, hi havia un sol canal de televisi\u00f3 i en cada llan\u00e7ament t’asseguraves una cobertura, distribuci\u00f3 i notorietat enormes. Era molt f\u00e0cil, tot el que sortia a la televisi\u00f3 tenia \u00e8xit immediat. El 1979 Moulinex va introduir a Espanya els forns de microones. El primer any vam vendre 10.000 unitats a un preu unitari de 30.000 pessetes, \u00e9s a dir 180 euros avui! (el preu actual d’un microones \u00e9s d’uns 45 euros). Ja a la d\u00e8cada dels vuitanta el m\u00e0rqueting s’havia consolidat molt i les empreses vam comen\u00e7ar a sofisticar les nostres t\u00e8cniques segmentant els nostres mercats. Aix\u00ed va ser com a Nestl\u00e9 vam crear la divisi\u00f3 Foodservice<\/strong>, amb productes totalment diferenciats dels de retail i un m\u00e0rqueting tamb\u00e9 diferent. En aquesta \u00e8poca van n\u00e9ixer els sobres de caf\u00e8 soluble descafe\u00efnat per a bars i cafeteries, els plats preparats congelats per a la restauraci\u00f3 o les m\u00e0quines i productes de vending.<\/p>\n

\"\"L’evoluci\u00f3 va ser constant durant la darrera part del segle XX, per\u00f2 la revoluci\u00f3 vindria amb el nou segle. L’espectacular desenvolupament dels mitjans de comunicaci\u00f3, amb la possibilitat d’acc\u00e9s a m\u00faltiples canals de televisi\u00f3, internet i xarxes socials, han suposat un canvi copernic\u00e0 en la manera com les empreses arriben al consumidor. Abans tot era molt m\u00e9s f\u00e0cil, actualment el m\u00e0rqueting mix \u00e9s molt m\u00e9s complex per la quantitat de diferents i complement\u00e0ries alternatives que hi ha, l’omnicanalitat i, \u00e9s clar, el canvi d’h\u00e0bits del consumidor, interconnectat i molt m\u00e9s informat.<\/p>\n

El panorama \u00e9s ara molt complex, ja que \u00e9s dif\u00edcil assegurar una distribuci\u00f3 ponderada d’un nou producte que en justifiqui el llan\u00e7ament, per l’espai cada vegada m\u00e9s gran de les marques de la distribuci\u00f3 als lineals que impossibilita la referenciaci\u00f3 de segones i terceres marques, i perqu\u00e8 s’escapa gran part de la capacitat de fabricants i distribu\u00efdors per informar el consumidor, pel poder creixent de les xarxes socials. Per aix\u00f2, la creaci\u00f3 a les empreses de nous llocs de responsabilitat com el community manager.<\/p>\n

Totes les empreses, de productes de consum o de serveis i les de comunicaci\u00f3 i publicitat han hagut de fer un gran esfor\u00e7 per adaptar les seves estrat\u00e8gies de comunicaci\u00f3 i contacte amb el consumidor a la realitat dels nostres dies. El ritme de la innovaci\u00f3 i del canvi \u00e9s fren\u00e8tic. En definitiva, un gran m\u00e8rit de les empreses i professionals del m\u00e0rqueting que fa cinquanta anys van ser pioners en aquesta disciplina, i ara una gran i complexa tasca per als professionals d’avui, que han de competir en un escenari extremadament m\u00e9s complex, cosa que requereix una grand\u00edssima professionalitat i grans dosis de formaci\u00f3 i informaci\u00f3.<\/p>\n","protected":false},"excerpt":{"rendered":"

Jaume Llopis comparteix amb la comunitat acad\u00e8mica l’article “Cinquanta anys de m\u00e0rqueting”, en qu\u00e8 aborda l’origen i el desenvolupament del m\u00e0rqueting a Espanya<\/p>\n","protected":false},"author":12,"featured_media":134480,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[387,233,242,404,354],"tags":[],"class_list":["post-134536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ciencies-de-la-comunicacio","category-economiques-i-empresarials","category-categ-historia","category-historia-nacional-ca","category-tecnologies-de-la-informacio-i-de-la-comunicacio","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nCinquanta anys de m\u00e0rqueting - Reial Acad\u00e8mia Europea de Doctors<\/title>\n<meta name=\"description\" content=\"Jaume Llopis comparteix l'article "Cinquanta anys de m\u00e0rqueting", en qu\u00e8 aborda l'origen i el desenvolupament del m\u00e0rqueting a Espanya\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/raed.academy\/ca\/cinquanta-anys-de-marqueting\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cinquanta anys de m\u00e0rqueting - 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