{"id":277,"date":"2014-12-03T13:11:24","date_gmt":"2014-12-03T13:11:24","guid":{"rendered":"https:\/\/mott.pe\/2014\/12\/03\/polvos-azules-y-gamarra-los-centros-comerciales-que-matan-marcas\/"},"modified":"2014-12-03T13:11:24","modified_gmt":"2014-12-03T13:11:24","slug":"polvos-azules-y-gamarra-los-centros-comerciales-que-matan-marcas","status":"publish","type":"post","link":"https:\/\/mott.pe\/noticias\/polvos-azules-y-gamarra-los-centros-comerciales-que-matan-marcas\/","title":{"rendered":"Polvos Azules y Gamarra, los centros comerciales que matan marcas"},"content":{"rendered":"<div> \t<span style=\"font-size:14px;\"><b>Polvos Azules<\/b> y <b>Gamarra<\/b> fueron y son unos de los centros comerciales m&aacute;s pol&eacute;micos del mercado, pues al igual que muchos que hemos visitado estos lugares por algunas razones, nos hemos dado con la sorpresa de que muchas de las marcas m&aacute;s famosas del mercado se venden aqu&iacute;, como <b>Tommy Hilfiger<\/b>, <b>Lacoste<\/b>, <b>Armani<\/b>, <b>Adidas<\/b>, <b>Nike<\/b>, entre otras. Y como amantes de las marcas nos preguntamos, &iquest;qu&eacute; tanto afecta esto a la marca, tanto en el aspecto econ&oacute;mico como en valor de la marca?<\/span><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t&nbsp;<\/div>\n<div style=\"text-align: center;\"> \t<img decoding=\"async\" alt=\"\" data-src=\"https:\/\/mott.pe\/uploads\/images\/2014\/12\/03\/lima-polvos-azules-gamarra.jpg\" style=\"width: 650px; height: 338px;\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" \/><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t&nbsp;<\/div>\n<div> \t<span style=\"font-size:14px;\">Vamos a empezar con el costo de la prenda en dos distintos mercados. Un polo Tommy y Lacoste &ldquo;bamba&rdquo; pueden costar entre S\/.30.00 y S\/.50.00, y con rebaja podr&iacute;a ser menos, mientras que en las tiendas comerciales pueden costar entre S\/. 180.00 y S\/. 230.00. En el caso de Tommy y Lacoste en sus tiendas de origen podr&iacute;a costar entre S\/. 200.00 y S\/. 300.00 o m&aacute;s, dependiendo del dise&ntilde;o o colecci&oacute;n.<\/span><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t<span style=\"font-size:14px;\">Se estima que por cada polo original se venden por lo menos 10 polos &ldquo;bamba&rdquo;. En el caso de Tommy y en el caso de Lacoste, la cifra es mayor. Cabe resaltar que en el caso de <b>Adidas<\/b> y <b>Nike<\/b> duplicar&iacute;amos la cifra, debido a que es una prenda deportiva de uso diario dirigido a cualquier segmento.<\/span><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t&nbsp;<\/div>\n<div style=\"text-align: center;\"> \t<img decoding=\"async\" alt=\"\" data-src=\"https:\/\/mott.pe\/uploads\/images\/2014\/12\/03\/ropa-falsa-peru.png\" style=\"width: 650px; height: 234px;\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" \/><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t&nbsp;<\/div>\n<div> \t<span style=\"font-size:14px;\">Entonces, queda claro que econ&oacute;micamente s&iacute; afecta a la marca. Ahora vamos analizarla desde el punto de vista del marketing para averiguar si es que como marca tambi&eacute;n pierde su valor. Para ello debemos de plantear la siguiente situaci&oacute;n desde el punto de vista aspiracional de la marca.<\/span><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t<span style=\"font-size:14px;\">Un cliente que busca diferenciase sentir&aacute; esa diferenciaci&oacute;n al saber que la marca del polo, camisa o pantal&oacute;n que est&aacute; comprando se vende a menor precio en otros lugares, haci&eacute;ndola m&aacute;s accesible al p&uacute;blico en general y haciendo que deje de ser la marca &ldquo;exclusiva&rdquo;.&nbsp;<\/span><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t<span style=\"font-size:14px;\">&iquest;Podr&aacute; llevarse una buena impresi&oacute;n de marca ese individuo que compra una marca &ldquo;pirata&rdquo;?, es decir, si pasa algo malo con la prenda, como despintarse o una mala costura, &iquest;a qui&eacute;n le cargar&aacute; esa culpa?, &iquest;a la marca o al comerciante? Por otro lado hay que considerar el entorno que valorar&aacute; la marca seg&uacute;n c&oacute;mo este individuo la ha tratado.<\/span><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t&nbsp;<\/div>\n<div style=\"text-align: center;\"> \t<img decoding=\"async\" alt=\"\" data-src=\"https:\/\/mott.pe\/uploads\/images\/2014\/12\/03\/ropa-bamba.jpg\" style=\"width: 650px; height: 433px;\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" \/><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t&nbsp;<\/div>\n<div> \t<span style=\"font-size:14px;\">Quiz&aacute;s muchos pensar&aacute;n que es mucho drama para un problema social y que muchas veces lo que logra la pirater&iacute;a es democratizar las marcas al hacerlas m&aacute;s accesibles, pero la verdad es que la pirater&iacute;a ha tra&iacute;do m&aacute;s problemas de los que uno cree, pues ese individuo que siempre compr&oacute; marcas a bajo precio ya se acostumbr&oacute; a hacerlo y le costar&aacute; mucho pagar por el valor real de la marca.<\/span><\/div>\n<div> \t&nbsp;<\/div>\n<div> \t<span style=\"font-size:14px;\">En conclusi&oacute;n, la pirater&iacute;a no s&oacute;lo mata a la marca econ&oacute;micamente sino tambi&eacute;n su posicionamiento, pues desalienta al potencial cliente a comprarla o desestimar su alto costo.<\/span><\/div>\n","protected":false},"excerpt":{"rendered":"<p>An\u00e1lisis sobre una cruda realidad que \u201cgolpea\u201d a grandes marcas en nuestro pa\u00eds.<\/p>\n","protected":false},"author":22,"featured_media":278,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-277","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - 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