Diseño_Mercado_Brandpackaging_MIPES_WineDesign
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Transcript of Diseño_Mercado_Brandpackaging_MIPES_WineDesign
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¡Hola!
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Soy Marcelo Alvarez Bravo Rancagüino.Esposo, papá, hijo, obsesivo promotor del diseño.
Consultor en Diseño de Marcas y Productos Emprendedor 2.0
18 años trabajando con MiPyMes y PyMEs
He realizado más de 300 proyectos para cada cerca de100 empresas nacionales y extranjeras.
Estudio Diseño Gráfico Publicitario en Inacap Apoquindo, sigo estudiando.
Soy consultor de Sercotec.
Escribo y colaboro con agrupaciones como:ForoAlfa, QVID, Colegio de Diseñadores, Universidades etc.
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Diseño y Mercado
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¿Cuál eliges, la pastilla azul ... o la pastilla roja?
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Fuera de la MatrixLas verdades Incomodan
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Cuestionar mis creencias y verdades
pastilla roja
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Uno ve lo que es capaz de ver
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¿Estas dispuesto a cuestionar lo que crees saber?
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¿Listo?
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La Mirada del Diseñador en la Matrix
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Muchos diseñadores piensan que el diseño es:
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Arte - Creatividad
Ilustración-3D
Estética
Decoración
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Arte - Creatividad
Ilustración-3D
Estética
Decoración
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El Diseño es Diseñoy punto!
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VERDAD 1
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El buen Diseño es un buen Negocio
Thomas J. Watson Jr.
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Si el Diseño no es rentable, entonces es arte
Henrik Fisker
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La Mirada del Cliente desde la Matrix
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Muchos Clientes piensan que el diseño es:
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“Hacer Monos, Dibujitos”
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“Es una “yapa”, un regalo si contrato los servicios de una Agencia”
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“Cómo me lo van a cobrar si estoy pagando
millones por la Campaña”
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“El diseño es fácil, similar a realizar un presentación en PowerPoint,
basta con tener el programa”
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¿Qué efecto producen este tipode juicios en el mercado laboral?
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Bajas remuneracionesSobreoferta - SaturaciónBajos PreciosDesmotivaciónDesvaloración
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Estudio realizado por Trabajando.com y Futuro Laboral
“$468.000.- promedio y un mercado saturado, lo que se traduce en un 75% de probabilidad de encontrar empleo dos años después de titularse, marcan el panorama laboral de los diseñadores, carrera que tiene los estándares analizados más bajos".
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El Diseño en Chile
24 Universidades88 Institutos Profesionales29 Centros de Formación Técnica
2.500 Egreso de diseñadores al año12.000 Tributan en SII712 Empresas de Diseño (Pág. Amarillas)
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Autor: Rodrigo Gajardo
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Autor: Rodrigo Gajardo
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Fuente: Futuro Laboral/ Ministerio de Educación
Nivel de sueldos durante los cuatro primeros años: carreras peor pagadas
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Superintendencia de AFP – Google.
$ 890.000 Minero $ 500.000 Mecánico de Maestranza $ 468.000 Diseñador$ 450.000 Chofer Transantiago$ 300.000 Empleada doméstica (Barrio Alto)
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VERDAD 2
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El Diseño es mal pagado porque los propios
Diseñadores no han sabido posicionar el Valor de su profesión.
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Los Diseñadores hablan de “Monos”y no del tipo de servicios
que requieren las empresas
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¿Ejemplos?
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3.545 usuarios 1.268 Ilustración 96 branding 10 consultoría
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Existe un divorcio, entre lo que el mercado necesita
y lo que los diseñadores son capaces de ofertar
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¿Qué hacemos para cambiar esta realidad?
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Escuchar y hacernos cargodel problema
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Si los clientes piensan que los diseñadores
“No saben de gestión y administración, marketing, contabilidad, técnicas de negociación efectiva, evaluación de proyectos, liderazgo, Innovación”
Alejandro Zapico/Tres Puntos
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Estudia, aprende, entrénate para hablar su idioma, no sólo el tuyo
Entonces muévete a la acción:
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¡Diseñadores, dejemos de mirarnos el ombligo!
Segundo premio en Categoría Profesionales.Título: «Danos América Hoy». Autor: Rodríguez Pezoa, Alejandra.
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Hay que trabajar para el cliente de mi cliente
Orientación Centrípeta Orientación Centrífuga
Autor del Modelo:Fernando Del VecchioForo Alfa
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¿Por dónde comenzar?
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“El mejor diseñador es aquel que tiene una oreja grande”
Ronald Shakespear
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Para lograr un buen diseño se debe tener "poros dilatados y
escuchar incluso lo que los perros no escuchan"
Norberto Chaves/ ForoAlfa
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VERDAD 3
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Para generar valor no basta entender sólo de comunicación
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Hay que Entender el Negocio
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Para ello se requieremanejar distinciones
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distinción significa
“Diferencia por la cual una cosa no es otra, o no es semejante a otra”
RAE
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ESQUIMALPuede diferenciar entre 14 tipos de nieve distintas
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horas de práctica para lograr dominio en alguna materia
¡Mozart tocó el clavicordio unas 20.000 horas antes de cumplir los 10 años!
Malcom Gladwell
Malcom Gladwell autor de Outliers (Fueras de serie )
10.000
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¿Y tú qué distinciones manejascomo diseñador?
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¿Sigues hablando de “Monos”?
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¿Sabías que existe una fórmula para calcular el
tamaño de las letras de un letrero?
Ejemplo:
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Tiempo de Lectura
Ejemplo:
T (segundos) = 0,31N+1,94Tiempo de lectura dada por “T” con N= número de palabras
El dimensionamiento, como de sus palabras y caracteres, deberá permitir que el conductor, sin disminuir su velocidad pueda leerlo completamente. Tamaño mínimo
sugerido 30cm de alto.
Decreto 1319 - Ministerio de Obras Públicas - Dirección de Vialidad
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¿Sigues en la Matrix?
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Necesitamos manejar distinciones usadas en el mundo de los Negocios
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Es el modo de ganar autoridad,reposicionar el diseño y
generar Valor en la mente del otro
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Como consecuencia se nos invite a participar en las
conversaciones relevantes de las empresas
(estratégicas, innovación etc.)
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Es el modo de crear nuestro propio Océano Azul
“La Estrategia del Océano Azul” de W. Chan Kim y Renee Mauborgne
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Es el modo de despertar y salir de la Matrix
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Diseñar desde los dolores
Del potrero a la góndola
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¿Qué necesitan las PyMEs?
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¿Cómo se compite cuando los productos se parecen?
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?
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Existen principalmente dos formas:
Por Precio
SupermercadosFarmaciasTiendas Retail
Por Valor
Más DiferenciaciónMás Ventaja Competitiva Más Valor de Marca Más Experiencias
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Propuesta de Valor
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“El diseño aparece en la PYME cuando esta necesita ser más competitiva,
necesita vender”
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“Sólo el 30% de las PYMESLo incorpora en su gestión”
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Materiales y Procesos = 95% del costo final
30%
70%Inversión en Diseño = 5% del costo final
PrecioCosto
Fuente: Duoc UC
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Los clientes que contratan los servicios
de diseño no pagan por “Monos”
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Los clientes pagan por “VALOR”
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VALOR FACTURABLE
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VALOR MONETIZABLE
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Costo Precio Valor
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“Entendemos una propuesta de valor como un conjunto de méritos o beneficios claramente percibidos por el cliente y que constituyen factores claves de diferenciación y ventaja comparativa de nuestra oferta de servicios”.
Palabras de Gonzalo Castillo Procorp/QVID
VALOR
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"Significa que alguien está dispuesto a preferir con entusiasmo su producto, meterse la mano al bolsillo y pagar más, sin sentir remordimiento".
alvarezcastelli
VALOR
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¿Cómo generamos Valor?
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Valor a través del Modelo de Negocio
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Ejemplo:
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Valor a través de la Marca
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Valor a través del Packaging
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Designed by Arda Kissoyan | Country: Argentina
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Valor a través del diseño de la Experiencia
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Cristian Tellez www.disenoparachile.cl
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Las Píldoras de la Felicidad
cómo vender caro lo barato
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para la resaca de los lunes, para el mal humor, para el desgaste sexual, para los problemas de amistad
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Casos 2010
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Mermeladas DelabuelaRancagua
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Miel de ChancónRancagua
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Frutos SecosMe Cuido + Natur Seed
San Vicente T T
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Viña Ale WinesMarchigüe
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Jamón Serrano 7 CumbresSan Francisco de Mostazal
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Aceite OrgánicoOliveros de Lolol
Lolol
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Después
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Gracias
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Marcelo Alvarez B.
web: http://www.alvarezcastelli.clportafolio: http://www.alvarezcastelli.cl/portafolio_intro.html/e-mail: [email protected] skype: alvarezcastellifacebook: marcelo alvarez bravo
Rancagua, Chile.