{"id":1529,"date":"2026-01-29T17:56:47","date_gmt":"2026-01-29T17:56:47","guid":{"rendered":"https:\/\/blog.ramirocastrejon.com\/?p=1529"},"modified":"2026-01-29T18:01:52","modified_gmt":"2026-01-29T18:01:52","slug":"jbp-joint-business-plan-en-retail","status":"publish","type":"post","link":"https:\/\/blog.ramirocastrejon.com\/pt\/jbp-joint-business-plan-en-retail\/","title":{"rendered":"JBP (Joint Business Plan) en Retail"},"content":{"rendered":"\n<div class=\"wp-block-uagb-advanced-heading uagb-block-994f05b0\"><h2 class=\"uagb-heading-text\">JBP (Joint Business Plan) en Retail<\/h2><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>JBP<strong>: El ant\u00eddoto para dejar de pelear por centavos con el Retailer<\/strong><\/p>\n\n\n\n<p>La relaci\u00f3n marca-retailer suele ser tensa. Uno quiere subir precios, el otro quiere bajarlos. Es una suma cero.<\/p>\n\n\n\n<p>Hasta que implementas un <strong>Joint Business Plan (JBP)<\/strong>.<\/p>\n\n\n\n<p>El JBP no es una reuni\u00f3n anual para tomar caf\u00e9. Es un acuerdo formal de colaboraci\u00f3n a largo plazo (normalmente 1 a 3 a\u00f1os) donde ambas partes abren sus libros y alinean objetivos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Objetivos compartidos:<\/strong> &#8220;Queremos crecer la categor\u00eda de Snacks un 8%&#8221;.<\/li>\n\n\n\n<li><strong>Inversi\u00f3n conjunta:<\/strong> &#8220;Yo pongo la campa\u00f1a de medios, t\u00fa pones las islas promocionales&#8221;.<\/li>\n\n\n\n<li><strong>Data Sharing:<\/strong> &#8220;Compartimos la data del sell-out para corregir el rumbo r\u00e1pido&#8221;.<\/li>\n<\/ul>\n\n\n\n<p>Pasas de ser un proveedor transaccional (reemplazable) a un socio estrat\u00e9gico (indispensable).<\/p>\n\n\n\n<p>El secreto de un buen JBP es salir de la discusi\u00f3n de &#8220;precio de lista&#8221; y entrar en la discusi\u00f3n de &#8220;creaci\u00f3n de valor&#8221;. Cuando ambos ganan m\u00e1s vendiendo m\u00e1s volumen, la pelea por el margen unitario pasa a segundo plano.<\/p>\n\n\n\n<p>\ud83d\udca1 <strong>Reflexi\u00f3n del d\u00eda:<\/strong><\/p>\n\n\n\n<p>Si no tienes un plan conjunto con tus clientes Top 80\/20, no est\u00e1s gestionando el negocio, est\u00e1s improvisando pedidos mes a mes. El JBP es el mapa que asegura que ambos lleguen al tesoro.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><\/p>\n\n\n\n<p>\ud83d\udc47 <strong>\u00bfQuieres dominar el arte del Trade Marketing?<\/strong><\/p>\n\n\n\n<p>Si quieres aprender m\u00e1s \u00fanete a mi newsletter:<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.linkedin.com\/newsletters\/7390840577824620544\" target=\"_blank\" rel=\"noopener\" title=\"\">https:\/\/www.linkedin.com\/newsletters\/7390840577824620544<\/a><\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Y mejor a\u00fan, si quieres tomar acci\u00f3n y que colaboremos juntos, agenda una sesi\u00f3n conmigo:<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/u6hab.share.hsforms.com\/2oKuh6dTbTG6zu0Eu2xp_Lw\" target=\"_blank\" rel=\"noopener\" title=\"\">https:\/\/u6hab.share.hsforms.com\/2oKuh6dTbTG6zu0Eu2xp_Lw<\/a><\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>#JBP #JointBusinessPlan #EstrategiaRetail #Partnership<\/p>\n","protected":false},"excerpt":{"rendered":"<p>JBP (Joint Business Plan) en Retail JBP: El ant\u00eddoto para dejar de pelear por centavos con el Retailer La relaci\u00f3n marca-retailer suele ser tensa. Uno quiere subir precios, el otro quiere bajarlos. Es una suma cero. Hasta que implementas un Joint Business Plan (JBP). El JBP no es una reuni\u00f3n anual para tomar caf\u00e9. Es [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1530,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[9],"tags":[],"class_list":["post-1529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trade-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.4 - aioseo.com -->\n\t<meta name=\"description\" content=\"JBP (Joint Business Plan) en Retail JBP: El ant\u00eddoto para dejar de pelear por centavos con el Retailer La relaci\u00f3n marca-retailer suele ser tensa. 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