{"id":35602,"date":"2020-05-18T10:00:06","date_gmt":"2020-05-18T08:00:06","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=35602"},"modified":"2020-05-15T11:55:30","modified_gmt":"2020-05-15T09:55:30","slug":"el-marqueting-del-que-es-bio","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/ca\/2020\/05\/18\/el-marqueting-del-que-es-bio\/","title":{"rendered":"El ‘M\u00e0rqueting’ del que \u00e9s BIO"},"content":{"rendered":"

El m\u00e0rqueting o mercadeig<\/strong> \u00e9s el conjunt d’eines i t\u00e8cniques que s’han d’aplicar, des de la producci\u00f3 fins que els productes arriben al consumidor, per estimular i satisfer la demanda. Qu\u00e8 hi ha del m\u00e0rqueting del que \u00e9s BIO<\/strong>?<\/p>\n

\"El<\/p>\n

En el bon m\u00e0rqueting<\/strong> el consumidor ha de ser sempre l’aut\u00e8ntic beneficiat, sense perdre de vista que tots els elements empresarials generin els rendiments tangibles i intangibles necessaris i indispensables per a mantenir sanes i en desenvolupament les seves unitats de negoci. Si no hi ha benefici no hi ha empreses i, sense elles, no hi haur\u00e0 consumidors satisfets i disposats a repetir la compra.<\/p>\n

Als que ens dirigim i els que ens veuen<\/h3>\n

Al juliol de 2017 l’empresa GFK va realitzar per al Ministerio d’Agricultura i Pesca, Alimentaci\u00f3 i Medi Ambient (MAPAMA) l ‘ \u201cEstudio de Caracterizaci\u00f3n de Compradores de Productos Ecol\u00f3gicos en Canal Especializado\u201d.<\/em><\/p>\n

S’hi diu que “el consumidor interessat \u00e9s m\u00e9s jove, m\u00e9s preocupat per la salut i amb major conscienciaci\u00f3 social i mediambiental. El seu consum ecol\u00f2gic s’inicia amb productes frescos i a mesura que consolida el seu consum, augmenta les categories bio que compra. \u00c9s un comprador ben informat i el percentatge dels que consumeixen pr\u00e0cticament cada dia productes ecol\u00f2gics ha augmentat”.<\/p>\n

El m\u00e0rqueting del que \u00e9s Bio \u00e9s, sobretot, una actitud<\/p><\/blockquote>\n

Aquest estudi mostra que el 30% dels consumidors t\u00e9 menys de 35 anys, s\u00f3n la generaci\u00f3 de persones nascudes entre 1980 i 2000 tamb\u00e9 anomenats “millennials”. El 47% tenen entre 35 i 54 anys. L’estudi conclou que “en l’actualitat el 25% dels millennials ja s\u00f3n pares. En els propers 10-15 anys el percentatge de fam\u00edlies ser\u00e0 al voltant del 80%, provocant un gran impuls al consum bio”.<\/p>\n

\u00c9s interessant ressaltar que les principals motivacions cap al consum de productes Bio s\u00f3n: ajudar a portar una vida m\u00e9s saludable al conjunt de la fam\u00edlia, ajudar a reduir l’\u00fas de pesticides i fertilitzants qu\u00edmics de s\u00edntesi o amb elements no naturals, tenir cura de la natura consumint productes que tenen cura del medi ambient, i consumir productes amb qualitat superior i millor sabor.<\/p>\n

Els elements principals del m\u00e0rqueting del que \u00e9s BIO<\/h3>\n

Simplificant, els elements principals del m\u00e0rqueting s\u00f3n: el Producte, el Preu, la Publicitat i Promoci\u00f3, la Distribuci\u00f3, les Persones, l’Evid\u00e8ncia F\u00edsica i els Processos.<\/p>\n

Si no hi ha producte no hi ha res<\/strong>. \u00c9s la primera baula de la cadena. Les opcions s\u00f3n moltes i a mesura que s’incrementi el nombre de consumidors, incrementar\u00e0 la possibilitat de produir i comercialitzar nous productes i categories. Per citar un exemple, Dinamarca t\u00e9 un pla perqu\u00e8 el 2020 tots els seus productes d’alimentaci\u00f3 siguin ecol\u00f2gics (BioEcoActual, maig 2017)<\/p>\n

El preu segueix sent i ser\u00e0 sempre un factor determinant. La percepci\u00f3 (i realitat) \u00e9s que els productes Bio s\u00f3n m\u00e9s cars i d’alguna manera el consumidor ent\u00e9n que \u00e9s l\u00f2gic que aix\u00ed sigui. El fonamental en aquesta variable \u00e9s poder establir el preu adequat que permeti accedir de forma rendible al mercat i aconseguir la major difusi\u00f3 possible. En pa\u00efsos com Alemanya, els productes ecol\u00f2gics no s\u00f3n necess\u00e0riament m\u00e9s cars que els seus equivalents no ecol\u00f2gics. El preu, m\u00e9s enll\u00e0 d’estar lligat a la certificaci\u00f3 ecol\u00f2gica ha d\u2019estar lligat a la qualitat i a la forma en que aquesta es comuniqui i, seguint una de les lleis de l’economia de mercat, lligat a l’oferta i la demanda.<\/p>\n

\"El<\/strong><\/p>\n

Hi ha un fet incontestable, si ets invisible ning\u00fa et veu. Sense importar la mida de l’empresa, la publicitat i la promoci\u00f3 no poden faltar i cal usar de forma creativa els recursos econ\u00f2mics disponibles per a elles. La presentaci\u00f3 del producte, la marca, la cura de la informaci\u00f3 de l’etiqueta i ressaltar adequadament els certificats i atributs, s\u00f3n el primer pas per a una bona publicitat. El seu cost \u00e9s nom\u00e9s el de la difer\u00e8ncia entre fer-ho b\u00e9 o malament. Els nous canals de xarxes socials, blocs i internet constitueixen la segona millor eina de publicitat i promoci\u00f3.<\/p>\n

Al pensar en la distribuci\u00f3, sembla obvi que l’objectiu \u00e9s intentar estar en el major nombre de llocs possibles. Aix\u00f2 obre un ventall enorme per\u00f2 no f\u00e0cil d’aconseguir. Avui en dia les plataformes de venda per internet s\u00f3n una poderosa eina de distribuci\u00f3, per\u00f2 cal evitar deixar-se portar pels miratges dels preus baixos i les ofertes.<\/p>\n

Sense importar la mida de l’empresa, la publicitat i la promoci\u00f3 no poden faltar<\/p><\/blockquote>\n

Ser una empresa i un producte ecol\u00f2gic comen\u00e7a per les persones que, al cap i a la fi, s\u00f3n les que fan que passin les coses. El m\u00e0rqueting del que \u00e9s Bio \u00e9s, sobretot, una actitud. Molt lligat a les persones tenim l’evid\u00e8ncia f\u00edsica. Dues paraules que impliquen que tot el que envolta als productes sigui consistent amb el que pretenem comunicar i transmetre. La nostra p\u00e0gina web, la forma de vestir i actitud dels integrants de l’empresa, la col\u00b7locaci\u00f3 i disseny dels punts de venda, el nostre estil de publicitat i comunicaci\u00f3, …<\/p>\n

No tan sols s\u00f3n Bio els productes sin\u00f3 tamb\u00e9 ho han de ser tots els processos implicats fins a l’eliminaci\u00f3 dels residus. Mentre millor l’identifiqui el consumidor, m\u00e9s gran ser\u00e0 l’efectivitat i benefici de tot el conjunt. L’usuari no ha d’oblidar que ha de fer un consum moderat i ser tamb\u00e9 cur\u00f3s amb l’adequada gesti\u00f3 dels residus.<\/p>\n

Reflexi\u00f3 final<\/h3>\n

Tot indica que el m\u00e0rqueting del que \u00e9s Bio t\u00e9 un paper fonamental per aconseguir que tant empreses com consumidors puguin beneficiar-se d’un major mercat, una major oferta de productes i una millora de processos sostenibles i de baix impacte per al medi ambient. S’han de poder aconseguir bons i variats productes, a preus adequats, disponibles en molts i diversos canals i aconseguint cada vegada m\u00e9s processos ecol\u00f2gics en el cicle de vida \u00fatil des de la producci\u00f3 fins a l’eliminaci\u00f3, passant per la venda, \u00fas i consum. En poques paraules, cada vegada m\u00e9s empreses i consumidors responsables i satisfets.<\/p>\n

Autor:<\/strong> Pedro Porta. Fundador Solgar Espanya (1991), Soci Alternatur (2019). Enginyer de Telecomunicacions.<\/p>\n

Subscriu-te<\/a>\u00a0a la Newsletter i rep cada mes Bio Eco Actual gratis al teu correu<\/strong><\/p>\n

Bio Eco Actual<\/em>,\u00a0<\/strong>el teu mensual 100% ecol\u00f2gic<\/em>
\nLlegir\u00a0Bio Eco Actual Maig 2020<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

El màrqueting o mercadeig és el conjunt d’eines i tècniques que s’han d’aplicar, des de la producció fins que els productes arriben al consumidor, per estimular i satisfer la demanda. Què hi ha del màrqueting del que és BIO?<\/p>\n","protected":false},"author":419,"featured_media":35594,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7164,7173],"tags":[],"class_list":["post-35602","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualitat","category-professional"],"yoast_head":"\nEl "M\u00e0rqueting" del que \u00e9s BIO - Not\u00edcies Bio Eco Actual<\/title>\n<meta name=\"description\" content=\"El m\u00e0rqueting del que \u00e9s Bio t\u00e9 un paper fonamental per aconseguir que tant empreses com consumidors puguin beneficiar-se d'un major mercat.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bioecoactual.com\/ca\/2020\/05\/18\/el-marqueting-del-que-es-bio\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta 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