{"id":971,"date":"2011-07-12T08:18:00","date_gmt":"2011-07-12T08:18:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/07\/12\/no-me-importa-un-pepino\/"},"modified":"2025-12-02T09:30:59","modified_gmt":"2025-12-02T09:30:59","slug":"no-me-importa-un-pepino","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/no-me-importa-un-pepino\/","title":{"rendered":"No m&#039;importa un cogombre!"},"content":{"rendered":"<p><!--[if gte mso 9]><xml>  <o:officedocumentsettings>   <o:relyonvml\/>   <o:allowpng\/>  <\/o:OfficeDocumentSettings> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if gte mso 10]>  <![endif]--><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><strong><span style=\"line-height: 115%; font-weight: normal;color:gray;\">Despr\u00e9s de passat un temps prudencial, no cal explicar el perqu\u00e8 de la p\u00e8rdua de prestigi patida del cogombre espanyol. De fet, en aquest post no es parlar\u00e0 d&#039;acusacions, pol\u00edtica o culpables, sin\u00f3 de conseq\u00fc\u00e8ncies i solucions des de la perspectiva del m\u00e0rqueting i del mal posicionament de productes semblants al cogombre.<\/span><\/strong><\/span><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><strong><span style=\"line-height: 115%; font-weight: normal;color:gray;\">\u00c9s clar que despr\u00e9s d&#039;acusacions de tal envergadura, l&#039;economia s&#039;ha vist afectada: restaurants que suprimeixen plats de les cartes que necessitin de cogombre,<span style=\"\">  <\/span>supermercats que baixen la seva demanda, aturada de m\u00e0quines de f\u00e0briques on el cogombre \u00e9s mat\u00e8ria primera (gaspatxo, brou, sucs\u2026), asseguradores que augmenten la quota per l&#039;augment de risc al sector, fins i tot fabricants de tetrabrik tamb\u00e9 es podrien veure <span style=\"\"> <\/span>perjudicats i tot aix\u00f2 per no parlar de pagesos, productors, distribu\u00efdors, inversors\u2026 Mitjans de comunicaci\u00f3 massius ja van situar les p\u00e8rdues en m\u00e9s de <\/span><\/strong><span style=\"line-height: 115%;color:gray;\"><span style=\"\"> <\/span>200 milions d&#039;euros en concepte de p\u00e8rdues, a m\u00e9s de les del lucre cessant. <span style=\"\"> <\/span>Directa o indirectament afecta molts sectors at\u00e8s que \u00e9s un producte primari.<strong><span style=\"font-weight: normal;\"><\/span><\/strong><\/span><\/span><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><strong><span style=\"line-height: 115%; font-weight: normal;color:gray;\">Jack Trout (pare del posicionament) en diversos llibres parla de percepcions i de com influeixen les accions negatives o la mala publicitat. &lt;<una negativa=\"\" producto=\"\" como=\"\" las=\"\" declaraciones=\"\" consigue=\"\" un=\"\" efecto=\"\" mucho=\"\" s=\"\" cil=\"\" de=\"\" borrar=\"\" que=\"\" una=\"\" a=\"\" positiva=\"\" durante=\"\" semanas=\"\">&gt;. El consumidor recorda el que \u00e9s dolent, la seva percepci\u00f3 negativa \u00e9s molt m\u00e9s penetrant que la bona; aleshores tenim un problema greu de posicionament. El consumidor recorda <i style=\"\">La crisi del cogombre<\/i> quan es troba davant la secci\u00f3 de verdures al supermercat. I aix\u00f2 per no parlar de la imatge en altres pa\u00efsos on la percepci\u00f3 es multiplica afectant tamb\u00e9 altres productes espanyols i europeus, no nom\u00e9s cogombres.<\/una><\/span><\/strong><\/span><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><strong><span style=\"line-height: 115%; font-weight: normal;color:gray;\">Nom\u00e9s cercant not\u00edcies sobre el cogombre a Google o Youtube tenim una llarga llista de links vinculats a les declaracions i conseq\u00fc\u00e8ncies que aquestes podrien tenir; fet que fa dos mesos no passava. Tots aquests links s&#039;hi queden i s\u00f3n dif\u00edcils d&#039;eliminar. Haurien de succeir esdeveniments prou notoris com per posicionar aquests links a p\u00e0gines secund\u00e0ries i netejar els cercadors i ments dels consumidors.<\/span><\/strong><\/span><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><strong><i style=\"\"><span style=\"line-height: 115%; font-weight: normal;color:gray;\">Qu\u00e8 podem fer els que ens dediquem a m\u00e0rqueting?<\/span><\/i><\/strong><strong><span style=\"line-height: 115%; font-weight: normal;color:gray;\"> Accions a favor del bon posicionament del tubercle i de la dieta mediterr\u00e0nia en general. Tots els recursos que es destinen a reclamar indemnitzacions, en advocats, judicis\u2026 es podrien destinar, des del minut zero, al posicionament del cogombre. Penso que les autoritats competents haurien de fer m\u00e9s esfor\u00e7os de m\u00e0rqueting i comen\u00e7ar des del primer moment a minimitzar l&#039;impacte negatiu que s&#039;est\u00e0 produint i s&#039;ha produ\u00eft. A Espanya ja hi ha hagut sectors que s&#039;han mobilitzat i un cop s&#039;ha autoculpat Alemanya, tamb\u00e9 han organitzat accions a favor del bon posicionament. <\/span><\/strong><\/span><\/p>\n<p>  <span style=\";font-family:arial;font-size:100%;\"><strong><span style=\"line-height: 115%; font-weight: normal;color:gray;\">Podem mesurar totes aquestes accions mitjan\u00e7ant investigaci\u00f3 de mercats. D&#039;aquesta manera podrem analitzar-ne els efectes i el canvi d&#039;actituds despr\u00e9s de la inversi\u00f3 en comunicaci\u00f3, per exemple. Amb t\u00e8cniques d&#039;enginyeria de posicionament, podr\u00edem mesurar la dist\u00e0ncia del producte (en aquest cas, el cogombre i els seus atributs associats) a l&#039;ideal de mercat i com a trav\u00e9s de <\/span><\/strong><strong><span style=\"line-height: 115%; font-weight: normal;color:gray;\">comunicaci\u00f3 ens podem anar apropant a l&#039;ideal i reduir els efectes negatius causats per l&#039;error sobre el cogombre espanyol intoxicat per E.Coli.<\/span><\/strong><\/span><!--[if gte mso 9]><xml>  <o:officedocumentsettings>   <o:relyonvml\/>   <o:allowpng\/>  <\/o:OfficeDocumentSettings> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if gte mso 10]>  <![endif]--><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><strong><span style=\"line-height: 115%; font-weight: normal;color:gray;\">Us deixo amb dues campanyes. La primera emesa a la televisi\u00f3 uns dies m\u00e9s tard de les declaracions, encara que ara nom\u00e9s es pot veure a la xarxa, la segona, alemanya, de menor abast:<br \/>\n<\/span><\/strong><\/span><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><a href=\"http:\/\/www.youtube.com\/watch?v=1EMLnDP1tRQ\">\u00abEstem amb tu cogombre\u00bb<\/a><\/span><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><a href=\"http:\/\/www.dailymotion.com\/video\/xjaqoy_los-vegetarianos-alemanes-coronan-a-la-reina-del-pepino_news\">\u00abVegetarians alemanys\u00bb<\/a><\/span><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><strong><span style=\"line-height: 115%; font-weight: normal;color:gray;\">Ambdues accions responen a l&#039;estrat\u00e8gia de m\u00e0rqueting viral, a m\u00e9s de la recerca de notorietat per part dels autors que intenten millorar la imatge del sector <\/span><\/strong><span style=\"line-height: 115%;color:gray;\">hortofruct\u00edcola, cadascun al seu pa\u00eds. \u00c9s efectiu, i en ser m\u00e0rqueting viral, barat. Cada col\u00b7lectiu que intenti posicionar el cogombre com un producte net aconseguiria tamb\u00e9 notorietat, bona imatge i conscienciaci\u00f3 davant del problema. <\/span><\/span><span style=\"font-size:100%;\"><strong><\/strong><\/span><\/p>\n<p style=\"text-align: justify;font-family:arial;\"><span style=\"font-size:100%;\"><span style=\"line-height: 115%;color:gray;\"><br \/>\n<\/span><\/span><\/p>\n<p><span style=\";font-family:arial;font-size:100%;\"> Alfons Rotger<\/span><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Despr\u00e9s de passat un temps prudencial, no cal explicar el perqu\u00e8 de la p\u00e8rdua de prestigi patida del cogombre espanyol.<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00a1No me importa un pepino! -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00a1No me importa un pepino! -\" \/>\n<meta property=\"og:description\" content=\"Despu\u00e9s de pasado un tiempo prudencial, no hace falta explicar el porqu\u00e9 de la p\u00e9rdida de prestigio sufrida del pepino espa\u00f1ol. 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