{"id":168877,"date":"2023-02-27T12:50:21","date_gmt":"2023-02-27T11:50:21","guid":{"rendered":"https:\/\/ipmark.com\/?p=168877"},"modified":"2023-02-27T16:34:23","modified_gmt":"2023-02-27T15:34:23","slug":"kantar-lanza-nueva-herramienta-sensibilidad-al-precio","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=168877","title":{"rendered":"Kantar lanza una nueva herramienta de sensibilidad al precio"},"content":{"rendered":"<p><strong>Con el objetivo de ayudar a las marcas a establecer el rango de precios ideal para sus productos y asegurar un buen comportamiento en ventas, Kantar ha desarrollado una herramienta de sensibilidad al precio, dentro de su soluci\u00f3n Concept eValuate.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan datos de Kantar Brandz, el<strong> 34% de marcas se encuentra en una situaci\u00f3n vulnerable en la que su valor de marca no respalda su posici\u00f3n de precios actual en el mercado<\/strong>, debido a la p\u00e9rdida de poder adquisitivo de los consumidores.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A este respecto recuerdan que a d\u00eda de hoy, m\u00e1s de la mitad de ellos tiene dificultades para hacer frente a sus gastos mensuales; y<strong> siete de cada diez creen que la inflaci\u00f3n seguir\u00e1 subiendo en los pr\u00f3ximos meses.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esta mayor sensibilidad al precio por parte del consumidor incentiva a las marcas a determinar el rango de precios de forma \u00f3ptima y su potencial de variabilidad, todo ello protegiendo la marca, su posicionamiento y su percepci\u00f3n de valor.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLas estrategias de fijaci\u00f3n de precios en tiempos de incertidumbre deben abordarse con cuidado, aunque la cautela en el gasto no debe frenar la oportunidad de ofertar a un precio superior. Pero s\u00ed significa que las marcas deben seguir esforz\u00e1ndose por innovar y justificar sus precios\u201d, ha explicado<strong> Cristina P\u00e9rez,<\/strong> <em>head of innovation &amp; commerce<\/em> de <strong>Kantar Insights<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En este sentido, de acuerdo con P\u00e9rez, la investigaci\u00f3n automatizada proporciona informaci\u00f3n r\u00e1pida y precisa, en tiempo r\u00e9cord y a un precio asequible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Su nueva herramienta forma parte del conjunto de soluciones de Kantar Marketplace para identificar y optimizar nuevos conceptos de productos y servicios, incorporando ahora la sensibilidad de precio para el dise\u00f1o de las estrategias de pricing, claves en el lanzamiento de productos.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Su nueva herramienta forma parte del conjunto de soluciones de Kantar Marketplace para identificar y optimizar nuevos conceptos de productos y servicios, incorporando ahora la sensibilidad de precio para el dise\u00f1o de las estrategias de pricing. <\/p>\n","protected":false},"author":29,"featured_media":168880,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[598],"class_list":["post-168877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-experiencia-de-cliente"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kantar lanza una nueva herramienta de sensibilidad al precio<\/title>\n<meta name=\"description\" content=\"Kantar ha desarrollado una herramienta de sensibilidad al precio, dentro de su soluci\u00f3n Concept eValuate, para ayudar a las marcas...\" \/>\n<meta name=\"robots\" content=\"index, follow, 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