{"id":523,"date":"2015-03-19T17:27:47","date_gmt":"2015-03-19T17:27:47","guid":{"rendered":"http:\/\/blog.ipp.edu.pe\/?p=523"},"modified":"2015-03-19T17:27:47","modified_gmt":"2015-03-19T17:27:47","slug":"la-muerte-se-viste-de-morado","status":"publish","type":"post","link":"https:\/\/www.ipp.edu.pe\/blog\/la-muerte-se-viste-de-morado\/","title":{"rendered":"LA MUERTE SE VISTE DE MORADO"},"content":{"rendered":"<p><a href=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2015\/03\/lamoradita.png\"><img loading=\"lazy\" class=\"wp-image-524 size-full aligncenter\" src=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2015\/03\/lamoradita.png\" alt=\"lamoradita\" width=\"1000\" height=\"281\" \/><\/a><\/p>\n<p>Pas\u00f3 lo que iba a pasar.<\/p>\n<p>\u201cLa Moradita\u201d de Inca Kola, sale del mercado.<\/p>\n<p><!--more--><\/p>\n<p>Un fracaso m\u00e1s s\u00ed importa, sobre todo si detr\u00e1s est\u00e1 Coca-Cola y la marca peruana de gaseosas por antonomasia: Inca Kola (de propiedad de la gaseosa internacional).<\/p>\n<p>Aqu\u00ed todo parec\u00eda mal planteado a partir de un sabor popular: la cantidad de gas, el nivel de acidez, el sabor evidentemente artificial (a caramelo barato de chicha) y la misma campa\u00f1a publicitaria.<\/p>\n<p>El error fue de mercadeo y la publicidad, sin algo s\u00f3lido en ese terreno, solo pudo hacer d\u00e9biles tanteos.<\/p>\n<p>Recordemos siempre que la publicidad, por exposici\u00f3n que tenga e importancia que le atribuyamos, es \u00fanicamente una parte del marketing. Mi especialidad es publicidad y desde que vi lo de \u201cLa Moradita\u201d y prob\u00e9 el producto, pens\u00e9 que hab\u00eda un error de ra\u00edz. No quiero tildarme de agorero, porque fueron muchos los que opinaron que as\u00ed no era la cosa; pero ahora hay uno que abandona el campo.<\/p>\n<p>No es cierto que la publicidad sea el salvador esperado.<\/p>\n<p>La mejor publicidad, no podr\u00e1 hacer nada por un producto que falla estructuralmente.<\/p>\n<p>Qu\u00e9 pena tener raz\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pas\u00f3 lo que iba a pasar. \u201cLa Moradita\u201d de Inca Kola, sale del mercado.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>LA MUERTE SE VISTE DE MORADO | IPP<\/title>\n<meta name=\"description\" content=\"Pas\u00f3 lo que iba a pasar. \u201cLa Moradita\u201d de Inca Kola, sale del mercado. Un fracaso m\u00e1s s\u00ed importa, sobre todo si detr\u00e1s est\u00e1 Coca-Cola y la marca peruana\" \/>\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.ipp.edu.pe\/blog\/la-muerte-se-viste-de-morado\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LA MUERTE SE VISTE DE MORADO | IPP\" \/>\n<meta property=\"og:description\" content=\"Pas\u00f3 lo que iba a pasar. \u201cLa Moradita\u201d de Inca Kola, sale del mercado. 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