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Innovación en la base le pirámide

En los mercados emergentes se puede encontrar grandes oportunidades. El desafío es atender la base de la pirámide económica, pues es ahí, donde se puede crear un enorme valor de mercado. Para ello la innovación estratégica se enfoca en cuatro puntos importantes: Accesibilidad, Aceptación, Disponibilidad y Reconocimiento.

La empresa que quiere ingresar a un mercado de bajos ingresos primero debe ofrecer productos y servicios a precios accesibles. Para ello deberá desarrollar estrategias y ofertas que se adapten a los ingresos de los consumidores, tal como lo hizo Procter & Gamble ofreciendo micro paquetes de shampoo, jabón y la empresa de Telefonía Smart sacando micro recargas de hasta 0.50 centavos. Ambas empresas pensaron en el flujo de efectivo de sus clientes.

En segundo lugar debe lograr la aceptación de sus productos o servicios por parte del cliente potencial. Para ello es necesario que la empresa moldee ciertas características del producto o servicio y lo adapte a las necesidades del mercado. Podemos citar el caso de Unilever, la empresa, analizó el entorno cultural de la India y lanzó un jabón económico con ingredientes especiales para la salud capilar.

Además debe crear canales donde no existen y aprender a generar la demanda de mercado. Lo importante es desarrollar creativamente otros métodos de marketing que permitan difundir y entregar productos o servicios en las diversas comunidades. Un ejemplo es Avon, esta empresa supera las barreras de distribución pues su producto llega hasta las comunidades más aisladas. Otro factor que debemos tomar en cuenta son los medios de comunicación alternativos, pues los consumidores de bajos ingresos no tienen acceso a medios publicitarios, y aquí la estrategia consiste en dar a conocer su producto sea mediante publicidad boca a boca o mediante mecanismos nuevos como lo hizo Unilever, convocando a intérpretes callejeros que se dirijan a sus clientes potenciales y creen conciencia de la marca.

Podemos concluir que las empresas tienen una gran oportunidad para crear valor en el crecimiento empresarial y en el desarrollo social al trabajar con la base de las pirámides. Ya que este mercado obliga a buscar una forma creativa de hacer negocios, para lo cuál la innovación resulta primordial, pues no sólo se trata de vender artículos a precios accesibles a la clase de menos recursos, si no de asociarlos al negocio.
La estrategia del océano azul

Los negocios constan de dos tipos de mercado: los océanos rojos y azules. En el océano rojo las empresas intentan superar el desempeño de sus competidores para dominar o por lo menos ganar un mayor segmento del mercado existente. En cambio en el océano azul, las empresas gozan de un gran potencial para crear nuevos sectores y regenerar los existentes, creando así oportunidades de crecimiento rentable.

Los océanos rojos simbolizan el espacio de mercado conocido. En este mercado la estrategia esta influenciada por la táctica militar, en donde el territorio es limitado y se debe derrotar al rival para tener una mayor cuota de mercado. Las empresas tienen una visión estructuralista, es decir el supuesto que las condiciones estructurales del sector están dadas y que las empresas estan forzadas a competir dentro de ellas.

En cambio, los océanos azules simbolizan el espacio desconocido de mercado. Pueden ser completamente nuevos o crearse dentro de un océano rojo, en donde no se toma a la competencia como referencia. En este mercado la estrategia es crear mercados en áreas que no han sido explotadas. Las empresas tienen visión recontruccionista, la cuál indica que pueden reconstruir las fronteras de mercado mediante acciones e ideologías.

La creación de océanos azules, se da gracias a la estrategia y acción de los ejecutivos. Éstos deben estar involucrados en presentar una promesa que cree mercado y valor de marca. La característica fundamental es que rechaza el hecho que existe un compromiso entre el valor y costo, pues estas empresas persiguen la diferenciación y bajo costo en forma simultánea, logrando provecho para sí misma como para sus clientes.

Una estrategia de océano azul tiene barreras operativas y cognoscitivas que no permiten que la estrategia se fácilmente imitada. Los creadores de este océano azul atraen clientes, generando economías de escala, y creando externalidades de red. Así como ofreciendo valor, por lo que adquiere seguidores en el mercado lo que torna más difícil la copia de su táctica.

Se puede concluir que las empresas que adoptan el océano azul deben ampliar sus horizontes, generando mayor valor a través de la innovación.

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