{"id":1435,"date":"2013-09-12T00:39:28","date_gmt":"2013-09-12T05:39:28","guid":{"rendered":"http:\/\/www.kalot.com.mx\/?p=1435"},"modified":"2013-09-12T10:19:00","modified_gmt":"2013-09-12T15:19:00","slug":"que-le-pasa-italian-coffee","status":"publish","type":"post","link":"https:\/\/kalot.com.mx\/site\/2013\/09\/12\/que-le-pasa-italian-coffee\/","title":{"rendered":"\u00bfQu\u00e9 le pasa a Italian Coffee? @italiancoffeeco #Marketing"},"content":{"rendered":"<p style=\"text-align: justify;\">Por si no lo sab\u00edas Italian Coffee es una empresa fundada en la ciudad de Puebla en 1996.<br \/>\nActualmente cuenta con m\u00e1s de 388 establecimientos a lo largo del pa\u00eds, la franquicia de Caf\u00e9 Gourment m\u00e1s din\u00e1mica y de mayor expansi\u00f3n en M\u00e9xico. (Extra\u00eddo de la web oficial)<\/p>\n<p style=\"text-align: justify;\">Desafortunadamente el objetivo del post no es platicarles de la historia o logros de la franquicia poblana o para discutir los beneficios de tomar caf\u00e9 o comerse un panecillo por la ma\u00f1ana.<br \/>\nEste art\u00edculo es una opini\u00f3n y reflexi\u00f3n acerca de lo que trabaja actualmente la franquicia en nuestra ciudad capital, San Luis Potos\u00ed.<\/p>\n<p style=\"text-align: justify;\">\u00daltimamente he caminado por la zona centro de SLP donde me di cuenta, para mi grata sorpresa, de la apertura de dos nuevas sucursales de la nombrada franquicia. La situaci\u00f3n no parece tan extra\u00f1a como la describo pero lo curioso fue al darme cuenta que se encuentran a una distancia muy peque\u00f1a entre los 3 establecimientos. La primera ubicada en el hotel panorama, la segunda en avenida universidad (frente a Tel\u00e9grafos de M\u00e9xico) y la tercera, la que tiene ya tiempo establecida en Zaragoza frente a Sears.<br \/>\nSi lo piensan bien y hacemos algunos n\u00fameros y para los que no conocen San Luis estamos hablando de menos de un radio de 1 km aprox entre las 3 sucursales.<br \/>\nAhora, \u00bfqu\u00e9 est\u00e1 haciendo que Italian Coffee tome \u00e9sta nueva estrategia?<\/p>\n<p style=\"text-align: justify;\">Estamos hablando de una penetraci\u00f3n de mercado muy intensiva por parte de la franquicia, ignoro si las 3 pertenezcan al mismo franquiciatario aqu\u00ed en SLP, pero definitivamente hay algo que en lo personal, me deja varias dudas al aire. Cabe mencionar que las nuevas 2 sucursales no son igual de peque\u00f1as que la que ya estaba en Zaragoza, el concepto presentado en las reci\u00e9n lanzadas es m\u00e1s cafeter\u00eda completa, mucho m\u00e1s amplio, mayor espacio entre mesas, diferente ambientaci\u00f3n, distribuci\u00f3n e imagen dentro y fuera del establecimiento.<br \/>\nLa siguiente lista son algunos factores que considero influyen directamente en la decisi\u00f3n de implementar estas nuevas cafeter\u00edas.<\/p>\n<ul>\n<li>Baja circulaci\u00f3n de tr\u00e1fico en zona centro, varia con temporalidades<\/li>\n<li>Nivel socioecon\u00f3mico bien segmentado en la zona<\/li>\n<li>Segmento demogr\u00e1fico (edad) muy alto, promedio no menor de 25 a\u00f1os<\/li>\n<li>Alta variedad de cafeter\u00edas m\u00e1s &#8220;sencillas&#8221; y econ\u00f3micas<\/li>\n<li>Afluencia de estudiantes de escuelas cercanas<\/li>\n<li>Competencia fuerte con La Parroquia para segmento m\u00e1s grande en edad y de NSE<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Los factores mencionados arriba pueden ser considerados para el \u00e9xito o fracaso de la estrategia de la cafeter\u00eda. La combinaci\u00f3n y el cruce de las variables mencionadas en conjunto con estrategias de precios, promoci\u00f3n y posicionamiento pueden lograr que funcione lo propuesto.<\/p>\n<p style=\"text-align: justify;\"><img data-recalc-dims=\"1\" decoding=\"async\" class=\"alignnone size-full\" alt=\"20130912-095232.jpg\" src=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2013\/09\/20130912-095232.jpg?w=1200\" \/><strong>\u00bfConsideras que \u00e9sta estrategia podr\u00eda ser &#8220;Canibalismo comercial&#8221;?<\/strong><\/p>\n<p style=\"text-align: justify;\">Personalmente considero que Italian Coffee podr\u00eda haber mejorado su punto de venta ya establecido, tal vez ampliar su establecimiento, comprar los locales seguidos o simplemente reforzar el servicio a domicilio que utilizaban en el centro hist\u00f3rico, sin embargo considero que la implementaci\u00f3n de esta acci\u00f3n le dar\u00e1 un peso fuerte a la imagen y la presencia de la marca en el mercado potosino. Mercado que se ve &#8220;dominado&#8221; por marcas tradicionales y franquicias americanas establecidas con gran \u00e9xito.<\/p>\n<p style=\"text-align: justify;\"><strong>\u00bfFuncionar\u00e1 la estrategia de Italian Coffee?<\/strong><br \/>\n<strong> \u00bfQu\u00e9 hubieras hecho t\u00fa si dirigieras las franquicias en SLP?<\/strong><\/p>\n<p style=\"text-align: justify;\">Gracias por sus comentarios, espero hayan disfrutado leer conmigo<\/p>\n<p style=\"text-align: justify;\">Recuerden seguirme en Twitter:<\/p>\n<p><a class=\"twitter-follow-button\" href=\"https:\/\/twitter.com\/jorge_erana\" data-show-count=\"false\" data-lang=\"es\">Seguir a @jorge_erana<\/a><br \/>\n<script type=\"text\/javascript\">\/\/ <![CDATA[\n!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0],p=\/^http:\/.test(d.location)?'http':'https';if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src=p+':\/\/platform.twitter.com\/widgets.js';fjs.parentNode.insertBefore(js,fjs);}}(document, 'script', 'twitter-wjs');\n\/\/ ]]><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"Por si no lo sab\u00edas Italian Coffee es una empresa fundada en la ciudad de Puebla en 1996.&hellip;\n","protected":false},"author":1,"featured_media":1437,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[],"tags":[],"class_list":{"0":"post-1435","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"cs-entry","8":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfQu\u00e9 le pasa a Italian Coffee? @italiancoffeeco #Marketing - Kalot<\/title>\n<meta name=\"description\" content=\"Por si no lo sab\u00edas Italian Coffee es una empresa fundada en la ciudad de Puebla en 1996. Actualmente cuenta con m\u00e1s de 388 establecimientos a lo largo\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kalot.com.mx\/site\/2013\/09\/12\/que-le-pasa-italian-coffee\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfQu\u00e9 le pasa a Italian Coffee? @italiancoffeeco #Marketing - Kalot\" \/>\n<meta property=\"og:description\" content=\"Por si no lo sab\u00edas Italian Coffee es una empresa fundada en la ciudad de Puebla en 1996. 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