{"id":242335,"date":"2018-06-15T00:00:00","date_gmt":"2018-06-14T23:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/get-your-rs-into-gear\/"},"modified":"2021-11-05T18:10:17","modified_gmt":"2021-11-05T18:10:17","slug":"get-your-rs-into-gear","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/es\/get-your-rs-into-gear\/","title":{"rendered":"Poner en marcha tus R's"},"content":{"rendered":"<p><strong>Cuando era un joven mercad\u00f3logo, recuerdo haber aprendido sobre las 4 P -producto, promoci\u00f3n, precio y lugar- que conforman los fundamentos del marketing mix.  Sin embargo, me preguntaba si deber\u00eda haber una quinta categor\u00eda: el envase.\u00a0 <\/strong><\/p>\n<p>En aquella \u00e9poca, el \"envase\" se agrupaba dentro del \"producto\", pero ahora se aprecia mejor que el envase desempe\u00f1a un papel mucho m\u00e1s amplio que la mera protecci\u00f3n del producto, ya que a menudo funciona como un veh\u00edculo esencial para comunicar los valores de la marca.  As\u00ed que est\u00e1 claro que el envase es tambi\u00e9n una herramienta promocional clave que puede crear y estar inextricablemente ligada a una marca.  Y no me refiero s\u00f3lo a los envases verdaderamente ic\u00f3nicos, como el cart\u00f3n de Toblerone o la botella de Coca Cola.  Cualquier director de marca que tenga \u00e9xito entiende la importancia de diferenciar su producto a trav\u00e9s del dise\u00f1o gr\u00e1fico y estructural del envase; de hecho, a veces esto es incluso m\u00e1s importante que diferenciar el propio producto.<\/p>\n<p>Siguiendo con el tema del alfabeto, ahora pasamos a la letra R. Y de nuevo est\u00e1 relacionada con los envases.  Pero esta vez son tres.  Reducir, Reutilizar y Reciclar.  Las tres \"R\" del reciclaje, como a veces se las conoce, lo cual es un poco extra\u00f1o, ya que una de las tres es en realidad \"Reciclar\".  \u00bfQuiz\u00e1 porque es la m\u00e1s importante o porque las 3 R del reciclaje suenan mejor que las otras opciones?<\/p>\n<p>Sin embargo, soy de la opini\u00f3n de que la gente que piensa en estas cosas se ha quedado corta una vez m\u00e1s.  Porque creo que deber\u00eda haber 5 R's y no 3.  Dado que las 3 R pretenden ser un lema que resuma c\u00f3mo la sociedad puede actuar de forma m\u00e1s respetuosa con el medio ambiente, creo que deber\u00edamos a\u00f1adir dos nuevas R: renovar y sustituir.<\/p>\n<p>\"Renovar\" porque si los materiales que utilizamos no son renovables, simplemente estamos agotando los recursos de la Tierra.  La verdadera circularidad s\u00f3lo puede lograrse si somos capaces de renovar los materiales que utilizamos.  De hecho, seg\u00fan el diccionario, los materiales no son sostenibles si no son renovables.  Los cartones, por supuesto, lo son, pero eso no puede decirse de todos los materiales de envasado.<\/p>\n<p>La quinta R es \"Reemplazar\".  Con esto quiero decir que deber\u00edamos intentar sustituir los materiales que da\u00f1an el medio ambiente por otros que causen menos da\u00f1o.  Esto es m\u00e1s f\u00e1cil de hacer en la industria del envasado de lo que muchos podr\u00edan pensar, ya que hay muchos ejemplos de productos que podr\u00edan envasarse con soluciones m\u00e1s respetuosas con el medio ambiente sin afectar a los valores de la marca de los que he hablado antes.<\/p>\n<p>As\u00ed que esas son mis 5 R's.  Pero necesitaba un t\u00edtulo pegadizo para ellas y entonces todo qued\u00f3 claro.  Es responsabilidad de todos -consumidores, propietarios de marcas, minoristas, fabricantes, gobiernos- hacer lo correcto para rectificar los problemas medioambientales que todos hemos creado en los \u00faltimos 50 a\u00f1os.  Tenemos que actuar con responsabilidad.  As\u00ed que ah\u00ed lo tienen, las 5 R de la responsabilidad.  \u00bfO ya son 6?<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Cuando era un joven mercad\u00f3logo, recuerdo haber aprendido sobre las 4 P -producto, promoci\u00f3n, precio y lugar- que conforman los fundamentos del marketing mix.  Sin embargo, me preguntaba si deber\u00eda haber una quinta categor\u00eda: el envase.\u00a0<\/p>","protected":false},"author":1,"featured_media":242303,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[79,242,52],"tags":[],"class_list":["post-242335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-markets","category-procarton","category-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Get your R\u2019s into gear - Pro Carton<\/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.procarton.com\/es\/get-your-rs-into-gear\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Get your R\u2019s into gear - 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