{"id":11539,"date":"2024-04-12T14:00:38","date_gmt":"2024-04-12T19:00:38","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=11539"},"modified":"2024-04-12T14:08:09","modified_gmt":"2024-04-12T19:08:09","slug":"11539-2","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/11539-2\/","title":{"rendered":""},"content":{"rendered":"<p><strong>STANLEY: UNA PROMESA DEL MARKETING<\/strong><\/p>\n<p><strong>P\u00c1RRAFO 1:<\/strong> La marca Stanley tiene una historia de m\u00e1s de 100 a\u00f1os. Naci\u00f3 del inventor William Stanley Jr., quien cambi\u00f3 para siempre la forma en que se consum\u00edan las bebidas calientes, dado a que en 1913 fusion\u00f3 el aislamiento al vac\u00edo y la resistencia del acero en una botella port\u00e1til, para dar practicidad a su usuario, inventando la botella aislada al vac\u00edo totalmente de acero que conocemos y amamos hoy.<\/p>\n<p><strong>P\u00c1RRAFO 2: <\/strong><\/p>\n<p><strong>\u00bfC<\/strong><strong>\u00f3mo empez\u00f3 la idea millonaria?<\/strong><\/p>\n<p>El Quencher, mejor conocido como Stanley Quencher, un vaso de poco m\u00e1s de 1 litro, se lanz\u00f3 en 2016 sin mucho \u00e9xito. De hecho, en 2019 la marca dej\u00f3 de comercializar el vaso, que por cierto era f\u00e1cil de transportar. Pero esto cambi\u00f3 en 2020 con la llegada de Terence Reilly a la presidencia de la compa\u00f1\u00eda, quien hab\u00eda liderado previamente la estrategia de posicionamiento en el mercado de Crocs. El nuevo l\u00edder de la compa\u00f1\u00eda supo darse cuenta cu\u00e1l era el target ideal para el Quencher: el p\u00fablico femenino, las redes y los influencers. Esto fue luego de descubrir The Buy Guide, un blog comercial administrado por un grupo de mujeres en Utah, Estados Unidos.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>P\u00c1RRAFO 3:<\/strong><\/p>\n<p>Por otro lado, gran parte del \u00e9xito del producto se debe a la conversaci\u00f3n que ha generado en internet. Por ejemplo, a finales del a\u00f1o pasado, el termo fue el protagonista de una curiosa historia: el coche de una mujer fue destruido en un incendio, y el \u00fanico objeto que sobrevivi\u00f3 fue su termo. Danielle, la mujer afectada por el accidente, comparti\u00f3 un video en TikTok donde muestra los da\u00f1os sufridos por su coche tras el incendio, donde explic\u00f3: \u00abTodo el mundo est\u00e1 muy preocupado si el Stanley se derrama, pero ayer se incendi\u00f3 y todav\u00eda tiene hielo\u00bb. El video cuenta con m\u00e1s de 90 millones de visualizaciones y Terence Reilly, presidente global de la marca, se puso en contacto con la autora del video para no solo enviarle un nuevo termo, sino incluso reemplazar su coche tras el accidente.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>P\u00c1RRAFO 4:<\/strong><\/p>\n<p>M\u00e1s all\u00e1 del boca a boca que ha logrado la marca, hay una astuta estrategia de marketing detr\u00e1s del \u00e9xito del producto, y el uso de estos por parte de influencers y creadores de contenido tambi\u00e9n ha contribuido a su creciente demanda entre los m\u00e1s j\u00f3venes. Terence Reilly, quien ocupa el cargo de presidente global de Stanley desde el 2020 y en el pasado fue el director de la marca Crocs, es uno de los art\u00edfices del \u00e9xito de la marca. Como detallan desde INC, este gur\u00fa del marketing ha convertido el termo de Stanley en la bolsa Birkin del mundo de las botellas de agua.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>P\u00c1RRAFO 5:<\/strong><\/p>\n<p>En resumen, una caracter\u00edstica destacada del \u00e9xito del producto en redes sociales es el especial enfoque en el p\u00fablico femenino. En palabras de Reily \u00abcuando dej\u00e9 Crocs, ve\u00edas a todo el equipo de voleibol femenino usando Crocs en el aeropuerto. Madres e hijas hermanadas. Ahora, lo mismo le est\u00e1 sucediendo a Stanley\u00bb. Gracias a la apuesta del producto por el p\u00fablico femenino, la participaci\u00f3n en blogs de recomendaciones en l\u00ednea, es s\u00f3lo uno de los pilares del \u00e9xito del termo Stanley.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong><u>Referencias<\/u><\/strong><\/p>\n<p>Seara, F. (2024, enero 15). <em>El termo m\u00e1s viral del momento: la \u00abStanley Cup\u00bb capaz de sobrevivir al incendio de un coche<\/em>. MarketingDirecto. <a href=\"https:\/\/www.marketingdirecto.com\/digital-general\/social-media-marketing\/termo-viral-stanley-sobrevive-incendios\/amp\">https:\/\/www.marketingdirecto.com\/digital-general\/social-media-marketing\/termo-viral-stanley-sobrevive-incendios\/amp<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>STANLEY: UNA PROMESA DEL MARKETING P\u00c1RRAFO 1: La marca Stanley tiene una historia de m\u00e1s de 100 a\u00f1os. Naci\u00f3 del inventor William Stanley Jr., quien cambi\u00f3 para siempre la forma en que se consum\u00edan las bebidas calientes, dado a que en 1913 fusion\u00f3 el aislamiento al vac\u00edo y la resistencia del acero en una botella [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":11540,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-11539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>| Marketing Zone Icesi<\/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.icesi.edu.co\/marketingzone\/11539-2\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"| Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"STANLEY: UNA PROMESA DEL MARKETING P\u00c1RRAFO 1: La marca Stanley tiene una historia de m\u00e1s de 100 a\u00f1os. 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