{"id":1039,"date":"2012-04-17T14:21:18","date_gmt":"2012-04-17T12:21:18","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1039"},"modified":"2012-04-17T14:21:18","modified_gmt":"2012-04-17T12:21:18","slug":"la-importancia-de-la-estrategia-de-precios","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/","title":{"rendered":"The Importance of a Pricing Strategy"},"content":{"rendered":"<p><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<div><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-1040\" title=\"right price\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.spa-balance.com\/wp-content\/uploads\/2012\/10\/2012\/04\/right-price.jpg?resize=259%2C194&#038;ssl=1\" width=\"259\" height=\"194\" \/><\/div>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">This week, we are talking about pricing. Because of the significant weight that pricing has in the overall performance of a company, we believe this is an important issue the spa industry needs to get better at.<\/p>\n<p style=\"text-align: left;\">In order to discuss this, we would like to share two interesting articles on pricing published by the <a href=\"https:\/\/www.mckinseyquarterly.com\/home.aspx\">McKinsey Quarterly<\/a>. In the following lines we will discuss the importance of building a solid infrastructure and a long-term strategy regarding this crucial issue.<\/p>\n<p style=\"text-align: left;\"><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<div><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-1040\" title=\"right price\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.spa-balance.com\/wp-content\/uploads\/2012\/10\/2012\/04\/right-price.jpg?resize=259%2C194&#038;ssl=1\" width=\"259\" height=\"194\" \/><\/div>\n<p>\u00a0<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">Esta semana, hablaremos sobre la gesti\u00f3n de precios. Debido a la enorme incidencia que la estrategia de precios supone en el rendimiento global de una empresa, creemos que este sea un tema importante sobre el cual la industria del spa debe mejorar.<\/p>\n<p style=\"text-align: left;\">Con el fin de discutir esto, nos gustar\u00eda compartir dos art\u00edculos interesantes sobre gesti\u00f3n de precios publicados por la revista <a href=\"https:\/\/www.mckinseyquarterly.com\/home.aspx\">McKinsey Quarterly<\/a>. En las siguientes l\u00edneas, discutiremos la importancia de construir una infraestructura s\u00f3lida y una estrategia a largo plazo con respecto a este crucial tema.<\/p>\n<p style=\"text-align: left;\"><!--:--><!--more--><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Effective Pricing Starts with A Solid Infrastructure<\/strong><\/p>\n<p style=\"text-align: left;\">The impact that effective pricing can have in the general performance of a company is enormous. According to an article on <a href=\"https:\/\/www.mckinseyquarterly.com\/Marketing\/Pricing\/Building_a_better_pricing_structure_2652\">pricing infrastructure<\/a> published by McKinsey Quarterly, \u201csustaining a long-term price advantage may represent roughly 15 to 25 percent of a typical company\u2019s total profits\u201d. In spite of this, companies are not usually seduced by the idea of investing a lot of time and money in the elaboration of a pricing infra-structure.<\/p>\n<p style=\"text-align: left;\">This common mistake is, however, avoided by successful companies that do understand the importance of having a solid pricing infra-structure. Typically, these companies build this infra-structure by carefully analysing and considering in chronological order pricing processes, organisational aspects, performance management, and systems and tools.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Pricing Decisions Matter<\/strong><\/p>\n<p style=\"text-align: left;\">Very often, crucial pricing decisions are consequence of unexpected changes in the market. Instead of leaving these processes with this \u2018reactive\u2019 feeling, \u201ccompanies must first determine which specific pricing decisions are critical to their success and then build robust processes around those decisions\u201d. Moreover, it is important to understand that these decisions are quite different across the entire spectrum of industries.<\/p>\n<p style=\"text-align: left;\">In order to give the right attention to these decisions, a company must be capable of establishing ownership and accountability regarding pricing. The executive in charge \u201cshould be responsible not only for managing day-to-day pricing activities but also for fostering the proactive, continuous-improvement mind-set that separates high-performing pricing organisations from merely good ones\u201c.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Performance management and pricing systems<\/strong><\/p>\n<p style=\"text-align: left;\">A solid pricing infra-structure also needs to \u201chave a set of pricing metrics that measure the financial and operational health of pricing across the business\u201d. However, if companies really want to take advantage of this, they need to implement a system of rewards capable of motivating the employees in charge of pricing policy decisions.<\/p>\n<p style=\"text-align: left;\">Using pricing metrics as the basis for conversations across the organisation, can also boost general performance. Because of their regular occurrence, degree of interaction across multiple levels, and the focus on specific questions, these conversations offer a great potential for companies.<\/p>\n<p style=\"text-align: left;\">In order for all this to work, companies need to invest time and money on systems that allow them to collect the vital information they need regarding pricing. However, this should be done wisely. According to the McKinsey Quarterly article, there are two principles to consider: \u201cfirst, understand what information you need and when you need it, and second, move slowly because real business needs for systems and tools are best understood over time. There is no one-size-fits-all answer\u201d. The ultimate goal with pricing systems is that of having access to reliable data for decision-making.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Establishing a Long-Term Pricing Policy<\/strong><\/p>\n<p style=\"text-align: left;\">Besides building a pricing strategy, it is also important that a company has some sort of idea about establishing a long-term strategy regarding pricing. In other words, a company must make some sense of pricing during the launch, midlife and late life of a product.<\/p>\n<p style=\"text-align: left;\">According to a different article published by McKinsey Quarterly on <a href=\"https:\/\/www.mckinseyquarterly.com\/Marketing\/Pricing\/Do_you_have_a_long_term_pricing_strategy_2682\">pricing strategy<\/a>, \u201ccompanies that master pricing do so across the three phases of a product\u2019s life cycle\u2014launch, midlife, and late life\u2014and make decisions in the context of adjacent products in their portfolios. In this way, these companies ensure that they reap the full rewards of their innovations by creating price advantages for themselves\u201d.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">Having said this, we believe the spa industry can also benefit from all the insights we have shared in this article. Building a pricing infra-structure and setting some long-term pricing goals can provide spas and wellness centres with a significant business advantage. It is time for us to take pricing more seriously.<\/p>\n<p><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Una gesti\u00f3n de precios eficaz comienza con una s\u00f3lida infraestructura<\/strong><\/p>\n<p style=\"text-align: left;\">El impacto que la gesti\u00f3n de precios tiene en el desempe\u00f1o general de una empresa es enorme. Seg\u00fan un art\u00edculo publicado por McKinsey Quarterly sobre la <a href=\"https:\/\/www.mckinseyquarterly.com\/Marketing\/Pricing\/Building_a_better_pricing_structure_2652\">infraestructura de precios<\/a>, &#8220;el mantenimiento de una ventaja de precios a largo plazo puede representar aproximadamente entre el 15 y el 25 por ciento de las ganancias totales de una empresa&#8221;. A pesar de ello, a las empresas no les seduce la idea de invertir una gran cantidad de tiempo y dinero en la elaboraci\u00f3n de una infraestructura de precios.<\/p>\n<p style=\"text-align: left;\">Este com\u00fan error es, sin embargo, evitado por empresas de \u00e9xito que entienden la importancia de contar con una s\u00f3lida infraestructura para la gesti\u00f3n de precios. Por lo general, estas empresas construyen dicha infraestructura a trav\u00e9s de un cuidadoso an\u00e1lisis y consideraci\u00f3n cronol\u00f3gica de los procesos de fijaci\u00f3n de precios, aspectos organizativos, gesti\u00f3n del rendimiento y sistemas y herramientas de recolecci\u00f3n de datos.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>La importancia de la estrategia de precios<\/strong><\/p>\n<p style=\"text-align: left;\">Muy a menudo, las decisiones cruciales que se toman con respecto a la gesti\u00f3n de precios son consecuencia de cambios inesperados en el mercado. En lugar de marcar dichas decisiones con un aspecto \u2018reactivo\u2019, \u201clas empresas deben primero determinar qu\u00e9 decisiones espec\u00edficas de fijaci\u00f3n de precios son fundamentales para su \u00e9xito y luego construir procesos s\u00f3lidos en torno a dichas decisiones&#8221;. M\u00e1s aun, es importante entender que estas decisiones var\u00edan de gran forma a lo largo de toda la esfera industrial.<\/p>\n<p style=\"text-align: left;\">A fin de dar la atenci\u00f3n adecuada a estas decisiones, una empresa debe ser capaz de establecer propiedad y responsabilidad en materia de fijaci\u00f3n precios. El ejecutivo a cargo &#8220;debe ser responsable no s\u00f3lo de la gesti\u00f3n diaria de las actividades de fijaci\u00f3n de precios, sino tambi\u00e9n de la promoci\u00f3n de una mentalidad proactiva y de constante mejoramiento que es la que al final marca la diferencia entre compa\u00f1\u00edas con una fijaci\u00f3n de precios de alto rendimiento y aquellas que son s\u00f3lo buenas en ello&#8221;.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Gesti\u00f3n de rendimiento y sistemas de fijaci\u00f3n de precios<\/strong><\/p>\n<p style=\"text-align: left;\">Una infraestructura de gesti\u00f3n de precios s\u00f3lida debe &#8220;tener en pie un conjunto de par\u00e1metros m\u00e9tricos que le permitan a la compa\u00f1\u00eda medir la salud financiera y operativa de los precios a nivel de todo el negocio&#8221;. Adem\u00e1s, si las empresas realmente quieren tomar ventaja de esto, es necesario implementar un sistema de incentivos capaz de motivar a los empleados que est\u00e1n a cargo de decisiones relacionadas con las pol\u00edticas de gesti\u00f3n de precios.<\/p>\n<p style=\"text-align: left;\">El uso de par\u00e1metros m\u00e9tricos como base de las conversaciones que se desarrollan a lo largo de la compa\u00f1\u00eda, tambi\u00e9n ayuda a mejorar el rendimiento general de la empresa. Gracias a la regularidad, el grado de interacci\u00f3n de m\u00faltiples niveles de la compa\u00f1\u00eda, y el \u00e9nfasis en preguntas espec\u00edficas, dichas conversaciones ofrecen un gran potencial para las empresas.<\/p>\n<p style=\"text-align: left;\">Para que todo esto funcione, las empresas deben invertir tiempo y dinero en sistemas que les permitan recolectar la informaci\u00f3n vital que necesitan en materia de precios. Sin embargo, esto debe hacerse con sabidur\u00eda. Seg\u00fan el art\u00edculo de McKinsey Quarterly, hay dos principios que se deben tener en cuenta: &#8220;En primer lugar, entender qu\u00e9 tipo de informaci\u00f3n se necesita y cuando se necesita. En segundo lugar, moverse lentamente ya que las necesidades reales de una empresa con respecto a los sistemas y herramientas que requiere se entienden s\u00f3lo a trav\u00e9s del tiempo. No existe una f\u00f3rmula \u00fanica para todos\u201d. El objetivo central de los sistemas de fijaci\u00f3n de precios es el de poder tener acceso a datos fiables para la toma de decisiones.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>El establecimiento de una pol\u00edtica de precios a largo plazo<\/strong><\/p>\n<p style=\"text-align: left;\">Adem\u00e1s de la construcci\u00f3n de una estrategia de precios, es tambi\u00e9n importante que la empresa tenga una idea clara sobre la elaboraci\u00f3n de una estrategia a largo plazo en materia de estrategia de precios. En otras palabras, una empresa debe tratar de entender los precios que se van a manejar dentro de las fase de lanzamiento, edad media y etapa final del producto o servicio.<\/p>\n<p style=\"text-align: left;\">De acuerdo con otro art\u00edculo publicado por McKinsey Quarterly sobre <a href=\"https:\/\/www.mckinseyquarterly.com\/Marketing\/Pricing\/Do_you_have_a_long_term_pricing_strategy_2682\">estrategia de precios<\/a>, &#8220;las empresas que realmente saben gestionar precios lo hacen a trav\u00e9s de las tres fases de vida de un producto &#8211; lanzamiento, edad media y etapa final &#8211; y toman decisiones en un contexto en donde se tienen en cuenta los productos adyacentes de sus portafolios. De esta forma, dichas empresas son capaces de obtener el mayor rendimiento de sus innovaciones gracias a que son capaces de crear ventajas de precios para s\u00ed mismos&#8221;.<\/p>\n<p style=\"text-align: left;\">Dicho esto, creemos que la industria del spa tambi\u00e9n pueden beneficiarse de todas las ideas que hemos compartido en este art\u00edculo. La construcci\u00f3n de una infraestructura y el establecimiento de objetivos a largo plazo en materia de gesti\u00f3n de precios le pueden brindar a los spas y centros de wellness una importante ventaja de negocios. Es hora de que tomemos m\u00e1s en serio la gesti\u00f3n de precios.<\/p>\n<p><!--:--><\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; &nbsp; This week, we are talking about pricing. Because of the significant weight that pricing has in the overall performance of a company, we believe this is an important issue the spa industry needs to get better at. In order to discuss this, we would like to share two interesting articles on pricing published [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[22,220,105,221,222,223,224],"class_list":["post-1039","post","type-post","status-publish","format-standard","hentry","category-spa-management-2","tag-estrategia-de-precios","tag-gestion-de-precios","tag-gestion-de-rendimiento","tag-precios","tag-pricing","tag-pricing-infrastructure","tag-pricing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Importance of a Pricing Strategy &#8212; Spa Balance<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spa-balance.com\/es\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Importance of a Pricing Strategy &#8212; Spa Balance\" \/>\n<meta property=\"og:description\" content=\"&nbsp; &nbsp; This week, we are talking about pricing. Because of the significant weight that pricing has in the overall performance of a company, we believe this is an important issue the spa industry needs to get better at. In order to discuss this, we would like to share two interesting articles on pricing published [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spa-balance.com\/es\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/\" \/>\n<meta property=\"og:site_name\" content=\"Spa Balance\" \/>\n<meta property=\"article:published_time\" content=\"2012-04-17T12:21:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spa-balance.com\/wp-content\/uploads\/2012\/10\/2012\/04\/right-price.jpg\" \/>\n<meta name=\"author\" content=\"Sonal Uberoi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sonal Uberoi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/04\\\/la-importancia-de-la-estrategia-de-precios\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/04\\\/la-importancia-de-la-estrategia-de-precios\\\/\"},\"author\":{\"name\":\"Sonal Uberoi\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/#\\\/schema\\\/person\\\/8e140ef4f1a16322c5ef0d258647f8b3\"},\"headline\":\"The Importance of a Pricing Strategy\",\"datePublished\":\"2012-04-17T12:21:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/04\\\/la-importancia-de-la-estrategia-de-precios\\\/\"},\"wordCount\":1691,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/04\\\/la-importancia-de-la-estrategia-de-precios\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.spa-balance.com\\\/wp-content\\\/uploads\\\/2012\\\/10\\\/2012\\\/04\\\/right-price.jpg\",\"keywords\":[\"estrategia de precios\",\"gestion de precios\",\"Gesti\u00f3n de rendimiento\",\"precios\",\"pricing\",\"pricing infrastructure\",\"pricing strategy\"],\"articleSection\":[\"Spa Management\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/04\\\/la-importancia-de-la-estrategia-de-precios\\\/\",\"url\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/04\\\/la-importancia-de-la-estrategia-de-precios\\\/\",\"name\":\"The Importance of a Pricing Strategy &#8212; 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Because of the significant weight that pricing has in the overall performance of a company, we believe this is an important issue the spa industry needs to get better at. In order to discuss this, we would like to share two interesting articles on pricing published [&hellip;]","og_url":"https:\/\/www.spa-balance.com\/es\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/","og_site_name":"Spa Balance","article_published_time":"2012-04-17T12:21:18+00:00","og_image":[{"url":"https:\/\/www.spa-balance.com\/wp-content\/uploads\/2012\/10\/2012\/04\/right-price.jpg","type":"","width":"","height":""}],"author":"Sonal Uberoi","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Sonal Uberoi","Tiempo de lectura":"8 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.spa-balance.com\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/#article","isPartOf":{"@id":"https:\/\/www.spa-balance.com\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/"},"author":{"name":"Sonal Uberoi","@id":"https:\/\/www.spa-balance.com\/#\/schema\/person\/8e140ef4f1a16322c5ef0d258647f8b3"},"headline":"The Importance of a Pricing Strategy","datePublished":"2012-04-17T12:21:18+00:00","mainEntityOfPage":{"@id":"https:\/\/www.spa-balance.com\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/"},"wordCount":1691,"commentCount":0,"publisher":{"@id":"https:\/\/www.spa-balance.com\/#organization"},"image":{"@id":"https:\/\/www.spa-balance.com\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/#primaryimage"},"thumbnailUrl":"https:\/\/www.spa-balance.com\/wp-content\/uploads\/2012\/10\/2012\/04\/right-price.jpg","keywords":["estrategia de precios","gestion de precios","Gesti\u00f3n de rendimiento","precios","pricing","pricing infrastructure","pricing strategy"],"articleSection":["Spa Management"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/www.spa-balance.com\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/","url":"https:\/\/www.spa-balance.com\/2012\/04\/la-importancia-de-la-estrategia-de-precios\/","name":"The Importance of a Pricing Strategy &#8212; 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