{"id":698,"date":"2016-01-11T13:54:17","date_gmt":"2016-01-11T13:54:17","guid":{"rendered":"https:\/\/reachoutsol.com\/2016\/01\/11\/why-offering-discounts-can-devalue-your-brand-2\/"},"modified":"2016-04-20T18:34:30","modified_gmt":"2016-04-20T18:34:30","slug":"why-offering-discounts-can-devalue-your-brand","status":"publish","type":"post","link":"https:\/\/reachoutsol.com\/es\/2016\/01\/11\/why-offering-discounts-can-devalue-your-brand\/","title":{"rendered":"\u00bfPor qu\u00e9 ofrecer descuentos puede devaluar su marca?"},"content":{"rendered":"<h2>El impacto de descuentos en productos en el valor de marca<\/h2>\n<p>La adquisici\u00f3n de nuevos clientes es la parte m\u00e1s dif\u00edcil en operar cualquier tipo de negocio, sea una nueva marca o una empresa bien establecida. Para conseguir clientes y <a href=\"https:\/\/reachoutsol.com\/2015\/11\/09\/4-hidden-costsess-in-the-u-s\/\">competir con las marcas rivales<\/a>, muchas empresas se ven tentadas a ofrecer ofertas y descontar sus productos. Por desgracia, este movimiento puede hacer da\u00f1o a menudo a las empresas m\u00e1s de lo que en realidad ayudar. Tomemos, por ejemplo, la marca de lujo Coach y Michael Kors.<\/p>\n<p>Durante principios y mediados de la d\u00e9cada de 2000, Coach domin\u00f3 el mercado de \u00ablujo asequible\u00bb &#8211;\u00a0 vendiendo carteras y accesorios en el rango entre $ 200- $ 600. Mientras que las marcas de lujo de alta gama como Louis Vuitton y Gucci mantuvieran sus carteras a un precio de alrededor de $ 1000 a $ 2500, Coach y Michael Kors trataron de atraer a las masas y acceder a la audiencia m\u00e1s amplia de los compradores de ambici\u00f3n.<\/p>\n<p>Lo lograron mediante la producci\u00f3n de una colecci\u00f3n de productos a un precio reducido destinado a las tiendas de oferta &#8211; carteras y accesorios por menos de $ 200 y 20% -30% menos que el precio de venta sugerido por el fabricante (MSRP). Ambas marcas lanzaron tiendas de oferta para separar los productos rebajados de sus tiendas de venta directa por precio real: Coach present\u00f3 Coach Factory Outlets y Michael Kors lanz\u00f3 su l\u00ednea de baja gama llamada, MICHAEL Michael Kors.<\/p>\n<p><span style=\"font-weight: 400;\">Durante a\u00f1os, las dos marcas disfrutaron de un \u00e9xito generalizado de los ingresos generados tanto por sus tiendas de venta directa como las tiendas de oferta. Coach observ\u00f3 el aumento de su participaci\u00f3n en el mercado de $ 2 en el 2000 a $ 78 en el 2012, mientras que Michael Kors &#8211; despu\u00e9s de su oferta p\u00fablica inicial en el 2011 &#8211; aument\u00f3 participaci\u00f3n en el mercado de $ 24 en el 2012 a $ 98 en el 2014. Pero pronto, el aumento de la <a href=\"\/reachout\/?p=147\">accesibilidad y la ubicuidad<\/a> de sus marcas comenzaron a cobrar un precio sobre su lujo.<\/span><\/p>\n<p>El especialista en marketing, Zach Heller, explica mejor: \u00abDescuentos y ofertas especiales pueden tener una connotaci\u00f3n negativa. En la mente del consumidor, usted est\u00e1 cambiando el valor de lo que usted ofrece. Y ofrecer demasiados descuentos puede entrenar a los consumidores a buscar descuentos, lo que significa que cada vez menos personas pagan el precio total\u00bb.<\/p>\n<p>Esto se hizo especialmente verdad para Coach y Michael Kors. A pesar de tener 354 tiendas de venta directa y s\u00f3lo 169, las tiendas de oferta de Coach representaron hasta un 70 por ciento de las ventas al p\u00fablico totales, seg\u00fan el analista de Wells Fargo, Paul Lejuez. Esto indic\u00f3 que Coach estaba fracasando al generar importantes ingresas de sus tiendas de venta al p\u00fablico por precio completo y que su posici\u00f3n en el mercado de lujo se ca\u00eda. Lo mismo cabe decir de Michael Kors, que perdi\u00f3 casi el 50% de su valor de mercado el a\u00f1o pasado. La empresa entr\u00f3 el 2015 con un aumento del inventario del 65%, lo que indica su agonizante popularidad y lucha cada vez mayor <a href=\"https:\/\/reachoutsol.com\/2015\/05\/22\/reigning-fast-fashion-royalty-zara\/\">para vender productos<\/a>.<\/p>\n<p>Si bien claramente no es el fin para las marcas de lujo Coach y Michael Kors, la lecci\u00f3n es que el descuento y rebajas pesadas pueden devaluar su marca y disminuir el valor de la marca. Ambas empresas adquirieron ingresos significativos durante los primeros a\u00f1os despu\u00e9s de que lanzaron sus tiendas de ofertas, pero hoy en d\u00eda, las marcas tendr\u00e1n que invertir el doble para revertir la asociaci\u00f3n negativa de sus marcas a descuentos.<\/p>\n<p>El fundador de ReachOut Edsel Oliveira tiene m\u00e1s de 20 a\u00f1os de experiencia en gesti\u00f3n ayudando a las empresas de todo el mundo a establecer y hacer crecer significativamente en EE.UU., en particular en el sector de ropa de venta al p\u00fablico.<a href=\"https:\/\/reachoutsol.com\/contact-us\/\"> P\u00f3ngase en contacto con nosotros hoy.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El impacto de descuentos en productos en el valor de marca La adquisici\u00f3n de nuevos clientes es la parte m\u00e1s dif\u00edcil en operar cualquier tipo de negocio, sea una nueva marca o una empresa bien establecida. Para conseguir clientes y competir con las marcas rivales, muchas empresas se ven tentadas a ofrecer ofertas y descontar [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[110],"tags":[111,112,114,117,120],"class_list":["post-698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-es","tag-brazilian-business-consultant-es","tag-business-consultant-in-orlando-es","tag-developing-a-business-internationally-es","tag-marketing-consultant-in-florida-es","tag-starting-a-business-in-the-u-s-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfPor qu\u00e9 ofrecer descuentos puede devaluar su marca? 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