Jesus Blanco Morales Vice-president of El Club de Marketing de Málaga and marketing consultant IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Master in Strategy and Creative Management of the Brand – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy I recently came across the following headline, “Gazpacho goes for America”; Summing up the article, the Alvalle company (Pepsi is the owner of this firm), after marketing 40% of its production in France and Belgium, has opted for a new market, which is the US, where the obsession with healthy food is growing.

I suppose that part of the readers will Iran Email List thinking “Normal, it is a great company that can allow itself to achieve new markets, grow etc. but I wonder why we think that way or why you think that. Our environment is made up of small and medium-sized companies, they are the ones that generate the most jobs, the ones that generate the most wealth and the ones that generate the most innovation; In my experience as a consultant, I have come across companies that develop and design new products that an engineer friend makes for them, with companies (with less than 10 workers) that have a product with a higher quality than those of their competition (with 127 workers) and examples of this I come across every day. And at the end of so much effort they do not achieve their objectives. What is the difference between these companies and Alvalle (Pepsi)? Well, the last one plans and studies the market and sees what opportunities are presented to finally achieve the objectives. SMEs can do the same too, and you don’t have to spend a fortune on big market research or learning about trends. SMEs have a great advantage that the large ones do not have and it is the direct contact they have with their customers and that one-to-one language that the large ones find it difficult to achieve.

Starting from this advantage, what SMEs forget is to ask their clients what they do well or badly, what products or services they demand or need, what are the improvements that our products or services need, etc. With this small market study, the The next step is to do what the big boys do, study the data and plan to achieve the goals. Now someone will say, “I can do the above but if I want to grow I need large investments”, why is everything fixed with money? Another element to bear in mind is that SMEs are flexible and they do not lack imagination, why not consider growth by collaborating with other companies similar to yours in other cities, provinces or regions. The large ones do it to establish themselves in other countries and the formula works for them, it can be transferred to smaller levels, at the SME level; usually two or three row farther than one alone. These marketing actions are simple and affordable for any SME. The problem that I encounter on a daily basis is that SMEs consider that marketing is expensive, that it only focuses on communication actions and that it is only for large companies; Every large or medium-sized company has previously been small and what has made them grow are the differences (added value) and this is what they forget, if you are not looking for that difference, you are one more in the market.

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