{"id":78820,"date":"2019-03-19T19:22:09","date_gmt":"2019-03-19T17:22:09","guid":{"rendered":"https:\/\/ipmark.com\/?p=78820"},"modified":"2019-03-19T19:22:09","modified_gmt":"2019-03-19T17:22:09","slug":"ignacio-larracoechea-promarcalas-marcas-son-vitales-para-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=78820","title":{"rendered":"Ignacio Larracoechea (Promarca): \u201cLas marcas son vitales para Espa\u00f1a\u201d"},"content":{"rendered":"<figure id=\"attachment_78821\" aria-describedby=\"caption-attachment-78821\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-78821\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/03\/portada-promarca.jpg\" alt=\"Ignacio Larracoechea, presidente de Promarca, y Ana Varela, directora de proyectos del Brand Excellence Club de Esadecreapolis.\" width=\"690\" height=\"388\" \/><figcaption id=\"caption-attachment-78821\" class=\"wp-caption-text\">Ignacio Larracoechea, presidente de Promarca, y Ana Varela, directora de proyectos del Brand Excellence Club de Esadecreapolis.<\/figcaption><\/figure>\n<p><strong>Las\u00a0 marcas espa\u00f1olas viven un buen momento en la venta de productos fuera de nuestras fronteras, registrando un incremento del 23,7% entre 2014 y 2017, gracias, sobre todo, a los segmentos de alimentaci\u00f3n y bebidas. <\/strong><\/p>\n<p>Del total de marcas, las del fabricante son responsables del 91% de las ventas al exterior de Espa\u00f1a, as\u00ed como tambi\u00e9n el aporte del sector a la econom\u00eda nacional (PIB) que alcanz\u00f3 el 7,4% entre 2014 y 2017, seg\u00fan se\u00f1alan las <strong>principales conclusiones<\/strong> de la IV edici\u00f3n del informe <strong>\u2018Impacto Econ\u00f3mico y Social de las Marcas de Fabricante en el sector de Gran Consumo en Espa\u00f1a 2008-2017\u2019, elaborado por <a href=\"http:\/\/www.esadecreapolis.com\/\">Esadecreapolis<\/a>, junto a <a href=\"http:\/\/www.promarca-spain.com\/\">Promarca<\/a>. <\/strong><\/p>\n<p>El <strong>presidente de Promarca, Ignacio Larracoechea<\/strong>, junto a la <strong>directora de proyectos del Brand Excellence Club de Esadecreapolis, Ana Varela<\/strong>, presentaron los resultados del informe, que es una actualizaci\u00f3n con datos del periodo comprendido entre 2014-2017.<\/p>\n<p>El responsable de Promarca destac\u00f3 <strong>la ca\u00edda de inversiones en nuevos productos<\/strong> en nuestro pa\u00eds desde la crisis econ\u00f3mica, experimentando una ca\u00edda del 32% en el n\u00famero de lanzamientos al mercado desde 2010. Adem\u00e1s, Ignacio a\u00f1adi\u00f3 que hay <strong>dos factores<\/strong> que provocan este <strong>retroceso en i+D<\/strong>: el primero, las marcas de fabricante (MDF) han <strong>perdido un 9% de presencia<\/strong> de sus productos en el lineal, mientras que las marcas de distribuci\u00f3n (MDD) ha incrementado en un 15%, entre 2007 y 2013. Y, por otro lado, <strong>las innovaciones solo consiguen entrar en un 20% de las tiendas<\/strong>, por lo que los fabricantes no consiguen recuperar el elevado coste de I+D.<\/p>\n<p>En palabras de Ignacio Larracoechea, <strong>\u201clas marcas son vitales para Espa\u00f1a\u201d<\/strong>, porque \u201c<a href=\"https:\/\/ipmark.com\/marketing\/marcas\/\">contribuyen al crecimiento de la econom\u00ed<\/a>a, siendo <strong>el motor de las exportacion<\/strong>es e incluso en su mercado interior gracias, en parte, a Horeca (hoteles, restaurantes y cafeter\u00edas).<\/p>\n<p>Finalmente, entre otros resultados, se registra <strong>un repunte de 1,5 millones de empleos en 2017, <\/strong>frente a los 1,4 millones de 2008. Sobre el total, las marcas de fabricante (MF) contribuyen con un 6,2% y las de distribuci\u00f3n (MD) con un 1,7%.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las\u00a0 marcas espa\u00f1olas viven un buen momento en la venta de productos fuera de nuestras fronteras, registrando un incremento del<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-78820","post","type-post","status-publish","format-standard","hentry","category-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ignacio Larracoechea (Promarca):\u201clas marcas son vitales para Espa\u00f1a\u201d<\/title>\n<meta name=\"description\" content=\"Las marcas espa\u00f1olas viven un buen momento en la venta de productos fuera 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