Toda persona que tuvo un acercamiento al marketing tuvo que toparse con las Pes. Me gusta entender a las Pes del marketing como unas calles para poder introducir un producto al mercado y desde la 4Ps de McCarthy al día de hoy, las calles han cambiado demasiado.

Allá por 1960 nacían las famosas 4 Pes de McCarthy y con eso la primera gran guía a la hora de saber si tu producto tuvo éxito o no. Por lo general si cumplías con tener un Producto, Plaza donde mostrarlo, darle un poco de Promoción y a buen Precio, todo iba a estar bien.

Los tiempos cambian y a las 4 Pes iniciales se le fueron sumando otras como Publicidad, Packaging, Permiso, Peers, Purple Cow, etc. Esto complicó un poco colocar un producto con éxito, ya que las 4 Pes se iban gastando y el mercado iba cambiando.

Saber elegir las Pes indicadas ya no es como en los 60. Cada P tampoco se trata de un concepto muy ligero, tienen detalles muy complejos a cumplir para que esa calles sirva de vía ideal para los fines del equipo de marketing. Pero este no es el DailyMil dedicado a cuestionar qué Pes elegir hoy.

La evolución de la primera letra que cualquier persona dedicada al marketing debe conocer va más o menos así:

  • 4 Ps de McCarthy: Producto, Plaza, Promoción y Precio.
  • Pes intermedias: Publicidad, Packaging, Pasar.
  • Pes en lo digital: Permiso, Peers, Purple Cow.

El cado Mailbox

Un ejemplo clásico del cambio en la jerarquías de las Pes en marketing es todo el caso de Mailbox. Esta App surge de la observación de que una gran cantidad de usuarios en internet buscaban una forma de incrementar su productividad, pero, al final del día volvían al mail. Con Mailbox se intentó juntar las dos cosas Productividad + Mail.

El problema radicaba en que el equipo atrás de esta idea no contaba con el presupuesto para desarrollar la App y no sabían si al invertir en ella los usuarios se volcarían a descargarla en masa. Así que sin producto desarrollado, el equipo de Mailbox creó una landing page donde describieron el producto mediante el siguiente video:

Como se trataba de una App que no estaba disponible para la descarga, el equipo de Mailbox dijo a los que deseaban tener la herramienta que se formen en una fila de espera. Con eso se mediría el nivel de interés del mercado. El resultado fue genial, pese a las dudas sobre de que “La demora no parece buena idea“.

Miles de usuarios se apuntaron a la fila de espera, tanto llamó la atención la metodología y el número de usuarios en esa fila que Dropbox acabó comprando la App antes de que sea desarrolla en su totalidad y a las 3 semanas de su salida a la App Store, ya procesaba más de 50 millones de mail al día.

Mailbox fue una paliza a los viejos lobos del marketing. Una idea que no contaba con producto pleno, que no estaba disponible en ninguna plaza, con escasa inversión en promoción y que no tenía precio, estaba arrasando y ya era comprada por una de las empresas referentes de la productividad.

Pero las mismas Pes que hicieron de Mailbox un éxito la terminaron echando. Maibox entendió al Peer al detectar la necesidad de una App que una productividad con mail, se convirtió en una Pluper Cow al destacar sobre las otras opciones y pidió Permiso para instalarse en la vida del consumidor.

Una vez que Mailbox se consolidó como producto y enfrentó el difícil reto de permanecer como un Pulple Cow, no lo encaró con seriedad, no innovó, dejó de escuchar al Peer e introdujo mejoras que al no escuchar al Peer carecían de Permiso ideal. Así es como en diciembre del 2015 leíamos este tweet:

Dropbox cerraba la división encargada de Mailbox y nos mostraba una gran lección de marketing con las dos caras de la moneda, una de gloria del imperio y otra de caída del imperio.


Si te gustó el contenido no dudes en hacerme saber en mis redes: TwitterFacebookInstagram y si te queda bien, podemos hablar incluso vía LinkedIn, vos decidís.

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