Caso de estudio: La Comunicación y el desarrollo de producto generan “efecto halo” en la industria del gran consumo
DOI :
https://doi.org/10.31637/epsir-2024-1110Mots-clés :
innovación CPG, innovación disruptiva, retailers, gran consumo, alimentación, bollería, efecto haloRésumé
Introducción: Innumerables innovaciones pueden no tener éxito, sin embargo, es crucial que las empresas innoven para sobrevivir. A lo largo de los años, hemos visto muchos casos de fracasos en la innovación en la industria de bienes de consumo de rápida rotación (FMCG) en España. Esta investigación determina los factores clave que impulsan el éxito y el crecimiento de la innovación para una marca bien establecida de productos de consumo envasados (CPC). Metodología: Método de estudio de caso. Análisis cualitativo utilizando fuentes como representantes de la empresa, datos del punto de venta, canales de comunicación y entrevistas con expertos de la industria. Resultados: La investigación muestra que el enfoque específico en la innovación de productos y la estrategia de comunicación son cruciales, y revela que la innovación contribuye al éxito general de la marca matriz, lo que se conoce como el efecto halo. También destaca la importancia de una sólida red de distribución en la industria FMCG. Discusión: A través de este estudio, se proporcionan conocimientos sobre cómo realizar una innovación exitosa en España en FMCG y se describen los factores que afectan el mayor desafío del mercado en crecimiento. Conclusiones: La combinación de innovación de productos, estrategia de comunicación y distribución ha demostrado ser crucial para el éxito en este mercado altamente competitivo.
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© Alba Ramirez Pages, Marcos Polo López, Aleksandra Krtolica Lukic 2024
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