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Spanish Economics Class

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Submitted By renedluna
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FIJACIÓN DE PRECIOS:
¿Qué es el precio?
El precio por definición, es el capital requerido para la adquisición de un producto o servicio, por ello tiene la particularidad de que es único elemento del marketing capaz de producir ingresos y no costos.
¿Cómo se determina el precio?
Para determinar el precio de un producto hay que considerar diferentes variables, estratégias y componentes que lo conforman. De manera general podemos mencionar: * El producto o servicio en si mismo * Los productos complementarios * Los satisfactores de deseos ofrecidos ( valores agregados )
Una de las percepciones más importantes para el público de las bondades del producto depende directamente del precio, dado que este es entendido como un elemento fundamental de valor. Esto quiere decir que un alto valor indica que el producto tiene los beneficios potenciales que los consumidores esperan en un determinado nivel de precios.
Así mismo existen diferentes factores los cuales determinan el precio de un producto, los cuales son:
La demanda estimada: Se define como la demanda esperada y la frecuencia de compra
Las reacciones de la competencia : conocida como guerra de precios entre productos similares, sustitutos o complementarios.
El marketing: Se refiere a características de la naturaleza del producto como por ejemplo si es nuevo, su ciclo de vida, los canales, intermediarios, etc.
Para que la empresa establezca una política de precios, debe de primeramente seleccionar el objetivo de fijación de precios, es decir si se pretende la supervivencia, maximización de utilidades, crecimiento de participación, liderazgo, etc. Posteriormente la empresa debe de determinar la demanda para conocer los puntos de equilibrio en la curva de demanda y conforme a esto realizar una estimación de costos para asegurar un rendimiento justo por el esfuerzo y riesgo. Por último se recomienda hacer un análisis de precios usados por la competencia y monitorear sus reacciones una vez fijado el precio.
Una vez establecida la política de precios, la empresa debe elegir un método de fijación. Los métodos mas recurridos para llevar acabo la determinación de precios son: * Fijación mediante márgenes * Fijación por rendimiento objetivo * Fijación por el precio vigente en el mercado * Fijación por contribución de costos variables * Fijación por condiciones del mercado * Fijación por bases psicológicas * Fijación por precios negociados
FIJACION DE PRECIO DE ABSENTA PÚRPURA LEONORA
En Casa Kahlo, basándonos en el target y el perfil de nuestro consumidor, así como en nuestros objetivos que tenemos del producto, decidimos fijar el precio de la Absenta púrpura Leonora mediante los métodos de fijación por condiciones del mercado y por bases psicológicas. Utilizando para el primero la estrategia de descremar el mercado.
Para la fijación del precio de nuestro producto, una vez analizado el perfil de nuestro consumidor, así como la segmentación de nuestro mercado meta (target), decidimos involucrar la fijación de precios más altos que los de la competencia aunados a una intensa promoción del producto. De esta manera se pretende que nuestros objetivos de ganancia se logren gracias a un alto margen por unidad vendida en lugar de maximizar el volumen de ventas.
En cuanto a las bases psicológicas de la fijación del precio, apelamos a las reacciones que nuestros consumidores tienen con productos de un alto precio y un alto valor agregado como el nuestro, dichas reacciones son principalmente de estatus y de un alto estándar de calidad. Es importante mencionar que dichos métodos y estrategias fueron elegidas ya que nuestros productos tendrán beneficios y rasgos únicos que el consumidor valorará.
LÍNEAS DE PRODUCTO:
ABSENTA PURPURA LEONORA EDICIÓN ESPECIAL:
Alc Vol: 60%
Presentación: Botella de vidrio con un contenido de 700ml
Empaque: Caja edición especial
Precio: $ 950 mn

ABSENTA PURPURA LEONORA EDICIÓN LIMITADA:
Alc Vol: 60%
Presentación: Botella de vidrio con un contenido de 700ml
Empaque: Habrá 4 diferentes contenedores edición limitada, los cuales al juntarse formaran una obra de Leonora Carrington
Extras: Dentro de cada contenedor se podrá encontrar una cuchara para preparar ajenjo y una copa conmemorativa, su producción estará limitada a 1,500 unidades por contenedor.
Precio: $ 1,800 mn

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