Análisis de los riesgos de extensión de marca para la inclusión de nuevas categorías en franquicias posicionadas en el mercado. caso de estudio proyecto LP de la empresa Siglo XXI

Abstract

La estrategia de marca hoy en día es una de las más relevantes de la política empresarial en lo que respecta a posicionamiento. Así mismo, la estrategia de extensión de marca para desarrollar nuevas categorías adyacentes al Core del negocio es una de las decisiones que las empresas están adoptando con mayor frecuencia durante los últimos años para lanzar nuevos productos al mercado. Esta estrategia se está utilizando sobre todo porque el costo de posicionar una marca en un mercado de consumo es muy elevado, y porque transfiere el valor y percepción de la marca matriz al producto, incrementando la probabilidad de éxito del nuevo producto lanzado bajo la sombrilla o nombre de marca ya conocida. SIGLO XXI, al igual que otras empresas del mercado nacional e internacional está gestionando su marca a la vanguardia de la nueva tendencia de inclusión de categorías nuevas para consolidación de marca, con el objetivo de captar clientes que pertenecen a diferentes segmentos a través de diversos productos y momentos de consumo. Esta investigación se realizó con el interés académico de analizar cómo se pueden mejorar las condiciones para la gestión de proyectos de expansión e inclusión de nuevas categorías en modelos de franquicias, para que éstas puedan implementar una estrategia y gestión que le permita considerarse exitosa o ejemplar.

The brand strategy today is one of the most relevant of the business policy in terms of positioning. Likewise, the strategy of brand extension to develop new categories adjacent to the core of the business is one of the decisions that companies are adopting more frequently in recent years to launch new products to the market. This strategy is being used mainly because the cost of positioning a brand in a consumer market is very high, and because it transfers the value and perception of the parent brand to the product, increasing the probability of success of the new product launched under the umbrella or brand name already known. SIGLO XXI, like other companies in the national and international market, is managing its brand at the forefront of the new trend of inclusion of new categories for brand consolidation, with the aim of attracting clients that belong to different segments through different products. and moments of consumption. This research was conducted with the academic interest of analyzing how to improve the conditions for the management of expansion projects and the inclusion of new categories in franchise models, so that they can implement a strategy and management that allows them to be considered successful or exemplary.

The brand strategy today is one of the most relevant of the business policy in terms of positioning. Likewise, the strategy of brand extension to develop new categories adjacent to the core of the business is one of the decisions that companies are adopting more frequently in recent years to launch new products to the market. This strategy is being used mainly because the cost of positioning a brand in a consumer market is very high, and because it transfers the value and perception of the parent brand to the product, increasing the probability of success of the new product launched under the umbrella or brand name already known. SIGLO XXI, like other companies in the national and international market, is managing its brand at the forefront of the new trend of inclusion of new categories for brand consolidation, with the aim of attracting clients that belong to different segments through different products. and moments of consumption. This research was conducted with the academic interest of analyzing how to improve the conditions for the management of expansion projects and the inclusion of new categories in franchise models, so that they can implement a strategy and management that allows them to be considered successful or exemplary.