{"id":1186,"date":"2018-07-09T10:01:32","date_gmt":"2018-07-09T18:01:32","guid":{"rendered":"http:\/\/nelsonrazo.com\/?p=1186"},"modified":"2024-02-02T07:01:41","modified_gmt":"2024-02-02T06:01:41","slug":"ya-tienes-tu-plan-de-marketing-parte-3","status":"publish","type":"post","link":"https:\/\/nelsonrazo.com\/branding\/2018\/07\/09\/ya-tienes-tu-plan-de-marketing-parte-3\/","title":{"rendered":"\u00bfYa tienes tu Plan de Marketing? (Parte 3)"},"content":{"rendered":"

En los art\u00edculos anteriores<\/a> de esta serie<\/a> sobre el Plan de Marketing, analizamos todas las famosas P’s<\/em> de la mezcla de marketing (Producto, Plaza o Mercado, Precio y Promoci\u00f3n), y qu\u00e9 es lo que el plan debe contener con respecto a cada una.<\/p>\n

Sin embargo, existe otra P<\/em> m\u00e1s que puede ser igual de importante para el \u00e9xito de la implementaci\u00f3n de cualquier plan, ya que de esta depende la capacidad misma de implementarlo y en la que muchos negocios se quedan cortos por no haberlo previsto: el presupuesto<\/strong>.<\/p>\n

El presupuesto de tu plan de marketing<\/h3>\n

La parte final del plan se trata de crear y desarrollar las proyecciones financieras relacionadas directamente con los objetivos y programas del mismo. A diferencia de lo que muchos pueden creer, el presupuesto de marketing no solamente incluye lo que costar\u00e1 la promoci\u00f3n<\/a>.<\/p>\n

En este aspecto es en el cual muchos emprendedores se quedan en el camino<\/a> de levantar su negocio, ya que hasta el plan de marketing m\u00e1s completo o la idea de negocio con m\u00e1s posibilidades de \u00e9xito, poco podr\u00e1 despegar sin el presupuesto adecuado para todos los puntos de marketing cruciales.<\/p>\n

De este modo, la secci\u00f3n presupuestal del mismo debe tomar en cuenta todo lo que implicar\u00e1 en costos monetarios y de recursos humanos, desde la creaci\u00f3n de una identidad de marca<\/a>, hasta la distribuci\u00f3n del producto, pasando por los costos de investigaci\u00f3n de mercado<\/a>, la inversi\u00f3n en capacitaci\u00f3n, el presupuesto de la campa\u00f1a de lanzamiento, etc.<\/p>\n

Adem\u00e1s, es necesario tomar en cuenta el famoso \u00abcolch\u00f3n\u00bb que ser\u00e1 necesario considerar para el periodo de inicio del negocio o la marca, durante el cual se da a conocer, se comienzan a conseguir clientes, y dif\u00edcilmente se conseguir\u00e1n ganancias.<\/p>\n

\"Presupuesto<\/p>\n

Proyecciones de ingresos<\/strong><\/h3>\n

Directamente ligada a la estrategia de Precio, en la secci\u00f3n de Presupuesto se incluyen tambi\u00e9n las expectativas realistas de adquisici\u00f3n de clientes, ventas e ingresos. Esta parte no solamente en t\u00e9rminos monetarios sino tambi\u00e9n en t\u00e9rminos mercadol\u00f3gicos como retenci\u00f3n de clientes y captaci\u00f3n de tajada del mercado<\/a>.<\/p>\n

Aunque las proyecciones financieras no siempre ser\u00e1n muy precisas (en el mercado todo entra en juego una vez iniciado el negocio), esta secci\u00f3n es importante para identificar aspectos clave y servir como una gu\u00eda para los gastos en todas las estrategias establecidas en el plan, as\u00ed como para tener en cuenta cu\u00e1nto regreso en inversi\u00f3n deber\u00eda obtenerse de cada una y en cu\u00e1nto tiempo.<\/p>\n

As\u00ed, las proyecciones financieras sirven como una manera de establecer y vigilar objetivos espec\u00edficos que el negocio deber\u00eda alcanzar.<\/p>\n

En resumen, tres puntos<\/h3>\n

Los puntos b\u00e1sicos que la secci\u00f3n de presupuesto debe cubrir englobando todas las estrategias del plan son:<\/p>\n

    \n
  1. Punto de balance.<\/strong> El punto (en tiempo y cantidad) proyectado en el cual la inversi\u00f3n se nivela con los ingresos.<\/li>\n
  2. Predicci\u00f3n de ventas.<\/strong> Con base es estimaciones lo m\u00e1s realistas posibles, predecir los ingresos esperados en distintos periodos, por ejemplo a 6 meses, a un a\u00f1o y a tres a\u00f1os. Ir ajustando conforme vaya avanzando el tiempo.<\/li>\n
  3. Predicci\u00f3n de Costos.<\/strong> De igual forma, tomando en cuenta costos realistas, establecer los esperados en los distintos periodos establecidos en la predicci\u00f3n de ventas.<\/li>\n<\/ol>\n

    Un presupuesto de marketing realista es una de las principales claves para el \u00e9xito de cualquier plan debido a que establece en t\u00e9rminos pr\u00e1cticos de dinero, tiempo y personal<\/a>, lo que se requerir\u00e1 para llevar a cabo todas las acciones necesarias para levantar a una marca desde el principio.<\/p>\n

    Sin un presupuesto, un Plan de Marketing simplemente es un barco (por m\u00e1s bonito, equipado o eficiente que sea) en el cual no sabemos si tenemos ni el suficiente combustible, ni el suficiente alimento, o inclusive suficiente personal para llegar a nuestro destino.<\/p>\n

    Que tu negocio no sea de esas \u201cllamaradas de petate\u201d que desaparecen a los 6 meses; establece tu plan, considera tu presupuesto realista y acepta que la inversi\u00f3n no necesariamente la obtendr\u00e1s de regreso pronto.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Que tu negocio no sea de esas \u201cllamaradas de petate\u201d que desaparecen a los 6 meses; establece tu plan de marketing, y considera un presupuesto realista.<\/p>\n","protected":false},"author":3,"featured_media":1431,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_themeisle_gutenberg_block_has_review":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8],"tags":[82,210,231,233,242,265,266,267,277,308],"class_list":["post-1186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-costos","tag-marca","tag-mercado","tag-mercadotecnia","tag-negocio","tag-plan","tag-plan-de-marketing","tag-plan-de-mercadotecnia","tag-presupuesto","tag-secciones"],"yoast_head":"\n\u00bfYa tienes tu Plan de Marketing? 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