{"id":821,"date":"2014-08-19T11:18:40","date_gmt":"2014-08-19T14:18:40","guid":{"rendered":"http:\/\/mulki.com.ar\/iadmin\/?p=821"},"modified":"2014-09-17T22:14:34","modified_gmt":"2014-09-17T22:14:34","slug":"marketing-con-inclusion-social","status":"publish","type":"post","link":"https:\/\/face.unt.edu.ar\/web\/iadmin\/marketing-con-inclusion-social\/","title":{"rendered":"Marketing con inclusi\u00f3n social"},"content":{"rendered":"

Marketing con\u00a0<\/span>inclusi\u00f3n<\/span>\u00a0social:\u00a0<\/span>las<\/span>\u00a0<\/span>marcas<\/span>\u00a0<\/span>adaptan\u00a0<\/span>sus<\/span>\u00a0<\/span>productos<\/span>\u00a0a\u00a0<\/span>las<\/span>\u00a0personas\u00a0<\/span>ciegas<\/span><\/span><\/p>\n

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Publicado\u00a0en El\u00a0Cronista\u00a0Comercial, 20-05-13, en:\u00a0<\/span><\/span>http:\/\/www.cronista.com\/elecciones\/Marketing-con-inclusion-social-las-marcas-adaptan-sus-productos-a-las-personas-ciegas-20130520-0040.html<\/span><\/a><\/p>\n

Empresas\u00a0de\u00a0distintos\u00a0rubros\u00a0est\u00e1n\u00a0lanzando\u00a0etiquetas\u00a0en\u00a0lenguaje\u00a0braille en\u00a0sus\u00a0envases, lo\u00a0que\u00a0representa\u00a0un importante\u00a0avance\u00a0para\u00a0la\u00a0autonom\u00eda\u00a0de\u00a0las\u00a0personas con\u00a0discapacidad\u00a0visual. En el\u00a0pa\u00eds, hay\u00a0adem\u00e1s\u00a0legislaci\u00f3n que\u00a0obliga\u00a0a los\u00a0laboratorios\u00a0a\u00a0adoptar\u00a0medidas\u00a0de\u00a0este\u00a0tipo\u00a0para\u00a0sus\u00a0medicamentos\u00a0y\u00a0tambi\u00e9n\u00a0se\u00a0exige\u00a0a restaurantes\u00a0y\u00a0bancos\u00a0que\u00a0trabajen\u00a0sobre\u00a0la\u00a0inclusi\u00f3n<\/span><\/h5>\n
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XIMENA\u00a0CASAS\u00a0Buenos Aires<\/p>\n

\u00a0Cada\u00a0vez\u00a0son\u00a0m\u00e1s\u00a0las\u00a0compa\u00f1\u00edas\u00a0que\u00a0comienzan\u00a0a\u00a0adaptar\u00a0sus\u00a0productos\u00a0para\u00a0las\u00a0personas\u00a0ciegas\u00a0con\u00a0etiquetas\u00a0en braille. En la Argentina,\u00a0seg\u00fan\u00a0estimaciones, hay 500.000 personas con\u00a0discapacidad\u00a0visual y 100.000\u00a0ciegos. Para\u00a0ellos, un\u00a0peque\u00f1o\u00a0cambioen el packaging de un\u00a0producto\u00a0significa\u00a0un\u00a0avance\u00a0muy\u00a0importante\u00a0en\u00a0su\u00a0autonom\u00eda,\u00a0ya\u00a0que\u00a0les\u00a0permite\u00a0identificar\u00a0sin\u00a0ayuda\u00a0de\u00a0otroqu\u00e9\u00a0contiene\u00a0un\u00a0envase.<\/p>\n<\/div>\n<\/div>\n

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\u0093Las\u00a0empresas\u00a0incorporan\u00a0al\u00a0proceso\u00a0de la\u00a0misma\u00a0imprenta\u00a0que\u00a0hace\u00a0la\u00a0etiqueta\u00a0el\u00a0texto\u00a0en braille. Al\u00a0hacerlo\u00a0al\u00a0mismo\u00a0tiempo, y nodespu\u00e9s,\u00a0es\u00a0m\u00e1s\u00a0barato.\u00a0Todos\u00a0salen\u00a0etiquetados\u00a0y\u00a0esto\u00a0no\u00a0encarece\u00a0el\u00a0proceso\u00a0de\u00a0producci\u00f3n\u0094,\u00a0explica\u00a0Pablo\u00a0Lecuona,\u00a0presidentede\u00a0Tiflonexos,\u00a0asociaci\u00f3n\u00a0sin fines de\u00a0lucro\u00a0que\u00a0trabaja\u00a0en la\u00a0accesibilidad\u00a0de la\u00a0informaci\u00f3n\u00a0y la\u00a0cultura\u00a0para\u00a0personas condiscapacidad\u00a0visual.<\/p>\n

Un\u00a0ejemplo\u00a0es\u00a0Biferdil,\u00a0dedicada\u00a0a la\u00a0elaboraci\u00f3n\u00a0de\u00a0productos\u00a0de\u00a0salud\u00a0y\u00a0belleza\u00a0capilar,\u00a0que\u00a0acaba\u00a0de\u00a0lanzar\u00a0una\u00a0l\u00ednea\u00a0de shampoo y balsam\u00a0etiquetado\u00a0en braille.\u00a0\u0093Vamos\u00a0buscando\u00a0nichos\u00a0distintos\u00a0que\u00a0a\u00a0las\u00a0multinacionales\u00a0no les\u00a0conviene\u00a0por\u00a0losvol\u00famenes. El\u00a0producto\u00a0tiene\u00a0muy\u00a0buena\u00a0aceptaci\u00f3n\u00a0porque\u00a0es\u00a0para\u00a0todo\u00a0tipo\u00a0de\u00a0cabello\u00a0y\u00a0para\u00a0toda\u00a0la\u00a0familia\u0094,\u00a0remarc\u00f3\u00a0PabloTenenbaum,\u00a0presidente\u00a0de\u00a0Biferdil.\u00a0Cada\u00a0producto\u00a0cuesta\u00a0$ 45 y se\u00a0venden\u00a0en\u00a0farmacias\u00a0y\u00a0perfumer\u00edas.\u00a0\u0093Estamos\u00a0analizandohacerlo\u00a0con\u00a0otros\u00a0productos\u0094,\u00a0agreg\u00f3.<\/p>\n

Tambi\u00e9n\u00a0Natura, el mayor\u00a0fabricante\u00a0de\u00a0cosm\u00e9ticos\u00a0de\u00a0Brasil,\u00a0ofrece\u00a0informaci\u00f3n\u00a0en braille en\u00a0sus\u00a0packaging y\u00a0etiquetas.\u00a0\u0093Seincluyen\u00a0r\u00f3tulos\u00a0en\u00a0productos\u00a0que\u00a0posean\u00a0espacio\u00a0para\u00a0usar\u00a0el\u00a0tama\u00f1o\u00a0de\u00a0las\u00a0letras\u00a0y\u00a0n\u00fameros\u00a0determinados\u00a0por\u00a0la\u00a0norma.\u00a0Estoacerca\u00a0a\u00a0consumidores\u00a0que\u00a0no\u00a0encuentran\u00a0en\u00a0otros\u00a0productos\u00a0esta\u00a0caracter\u00edstica\u0094,\u00a0explicaron\u00a0en la firma.<\/p>\n

Lecuona,\u00a0adem\u00e1s\u00a0enumera\u00a0otras\u00a0marcas: los\u00a0cereales\u00a0de\u00a0Kellog\u0092s\u00a0identifican\u00a0la\u00a0marca, el\u00a0tama\u00f1o\u00a0y el peso, y los\u00a0productos\u00a0\u0096comoaceite\u00a0de\u00a0oliva\u0096\u00a0de la\u00a0marca\u00a0Patagonia Gourmet.<\/p>\n

\u0093Que\u00a0sean\u00a0tan\u00a0pocas\u00a0tiene\u00a0que\u00a0ver\u00a0con un\u00a0desconocimiento.\u00a0Es\u00a0no\u00a0conocer\u00a0que\u00a0ten\u00e9s\u00a0un\u00a0p\u00fablico\u00a0que\u00a0no\u00a0es\u00a0la persona ideal,\u00a0quepuede\u00a0hacer\u00a0todo. A\u00a0veces\u00a0no\u00a0cuesta\u00a0mucho\u00a0y se\u00a0logra\u00a0ayudar\u00a0a la\u00a0autonom\u00eda.\u00a0Distinguir\u00a0un shampoo de\u00a0una\u00a0crema\u00a0enjuague\u00a0sindepender\u00a0de\u00a0alguien\u0094,\u00a0destaca\u00a0Lecuona.<\/p>\n

En el\u00a0pa\u00eds\u00a0ya\u00a0hay\u00a0algunas\u00a0leyes\u00a0e\u00a0iniciativas\u00a0que\u00a0obligan\u00a0a\u00a0las\u00a0empresas\u00a0a\u00a0ofrecer\u00a0productos\u00a0y\u00a0servicios\u00a0con el\u00a0sistema\u00a0de\u00a0escriturapara\u00a0ciegos.<\/p>\n

Por\u00a0ejemplo, se\u00a0comenz\u00f3\u00a0a\u00a0tratar\u00a0una\u00a0ley\u00a0que\u00a0obliga\u00a0a los\u00a0laboratorios\u00a0a\u00a0que\u00a0sus\u00a0medicamentos\u00a0cuenten\u00a0con\u00a0informaci\u00f3n\u00a0\u0096el\u00a0nombredel\u00a0gen\u00e9rico\u00a0y el 0800 del\u00a0laboratorio\u0096\u00a0en\u00a0escritura\u00a0para\u00a0ciegos.<\/p>\n

Adem\u00e1s,\u00a0desde\u00a0hace\u00a0un\u00a0tiempo, se\u00a0exige\u00a0a los\u00a0restaurantes\u00a0de la\u00a0ciudad\u00a0de Buenos Aires\u00a0que\u00a0tengan\u00a0su\u00a0carta\u00a0en braille.\u00a0\u0093Esto\u00a0secumple\u00a0porque\u00a0de\u00a0vez\u00a0en\u00a0cuando\u00a0hay\u00a0inspecciones.\u00a0Pero\u00a0a\u00a0veces\u00a0los\u00a0precios\u00a0no\u00a0est\u00e1n\u00a0actualizados\u00a0y se\u00a0depende\u00a0de la\u00a0buenavoluntad\u00a0del\u00a0mozo\u0094,\u00a0advierte\u00a0Lecuona.<\/p>\n

Tambi\u00e9n, el\u00a0Banco\u00a0Central de la\u00a0Rep\u00fablica\u00a0Argentina\u00a0dict\u00f3\u00a0este\u00a0a\u00f1o\u00a0una\u00a0resoluci\u00f3n\u00a0que\u00a0exige\u00a0a\u00a0todos\u00a0los\u00a0bancos\u00a0que\u00a0trabajensobre\u00a0la\u00a0inclusi\u00f3n:\u00a0para\u00a0el 30 de\u00a0junio\u00a0de 2013, al\u00a0menos\u00a0el 10% de los\u00a0cajeros\u00a0deber\u00e1n\u00a0ser\u00a0accesibles\u00a0para\u00a0personas condiscapacidad\u00a0visual.\u00a0Todos\u00a0los\u00a0formularios\u00a0y\u00a0contratos\u00a0deber\u00e1n\u00a0estar\u00a0escritos\u00a0en braille.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Marketing con\u00a0inclusi\u00f3n\u00a0social:\u00a0las\u00a0marcas\u00a0adaptan\u00a0sus\u00a0productos\u00a0a\u00a0las\u00a0personas\u00a0ciegas Publicado\u00a0en El\u00a0Cronista\u00a0Comercial, 20-05-13, en:\u00a0http:\/\/www.cronista.com\/elecciones\/Marketing-con-inclusion-social-las-marcas-adaptan-sus-productos-a-las-personas-ciegas-20130520-0040.html Empresas\u00a0de\u00a0distintos\u00a0rubros\u00a0est\u00e1n\u00a0lanzando\u00a0etiquetas\u00a0en\u00a0lenguaje\u00a0braille en\u00a0sus\u00a0envases, lo\u00a0que\u00a0representa\u00a0un importante\u00a0avance\u00a0para\u00a0la\u00a0autonom\u00eda\u00a0de\u00a0las\u00a0personas con\u00a0discapacidad\u00a0visual. En el\u00a0pa\u00eds, hay\u00a0adem\u00e1s\u00a0legislaci\u00f3n que\u00a0obliga\u00a0a los\u00a0laboratorios\u00a0a\u00a0adoptar\u00a0medidas\u00a0de\u00a0este\u00a0tipo\u00a0para\u00a0sus\u00a0medicamentos\u00a0y\u00a0tambi\u00e9n\u00a0se\u00a0exige\u00a0a restaurantes\u00a0y\u00a0bancos\u00a0que\u00a0trabajen\u00a0sobre\u00a0la\u00a0inclusi\u00f3n XIMENA\u00a0CASAS\u00a0Buenos Aires \u00a0Cada\u00a0vez\u00a0son\u00a0m\u00e1s\u00a0las\u00a0compa\u00f1\u00edas\u00a0que\u00a0comienzan\u00a0a\u00a0adaptar\u00a0sus\u00a0productos\u00a0para\u00a0las\u00a0personas\u00a0ciegas\u00a0con\u00a0etiquetas\u00a0en braille. En la Argentina,\u00a0seg\u00fan\u00a0estimaciones, hay 500.000 personas con\u00a0discapacidad\u00a0visual y 100.000\u00a0ciegos. Para\u00a0ellos, un\u00a0peque\u00f1o\u00a0cambioen el packaging de un\u00a0producto\u00a0significa\u00a0un\u00a0avance\u00a0muy\u00a0importante\u00a0en\u00a0su\u00a0autonom\u00eda,\u00a0ya\u00a0que\u00a0les\u00a0permite\u00a0identificar\u00a0sin\u00a0ayuda\u00a0de\u00a0otroqu\u00e9\u00a0contiene\u00a0un\u00a0envase. \u0093Las\u00a0empresas\u00a0incorporan\u00a0al\u00a0proceso\u00a0de la\u00a0misma\u00a0imprenta\u00a0que\u00a0hace\u00a0la\u00a0etiqueta\u00a0el\u00a0texto\u00a0en braille. Al\u00a0hacerlo\u00a0al\u00a0mismo\u00a0tiempo, y nodespu\u00e9s,\u00a0es\u00a0m\u00e1s\u00a0barato.\u00a0Todos\u00a0salen\u00a0etiquetados\u00a0y\u00a0esto\u00a0no\u00a0encarece\u00a0el\u00a0proceso\u00a0de\u00a0producci\u00f3n\u0094,\u00a0explica\u00a0Pablo\u00a0Lecuona,\u00a0presidentede\u00a0Tiflonexos,\u00a0asociaci\u00f3n\u00a0sin fines de\u00a0lucro\u00a0que\u00a0trabaja\u00a0en la\u00a0accesibilidad\u00a0de la\u00a0informaci\u00f3n\u00a0y la\u00a0cultura\u00a0para\u00a0personas condiscapacidad\u00a0visual. Un\u00a0ejemplo\u00a0es\u00a0Biferdil,\u00a0dedicada\u00a0a la\u00a0elaboraci\u00f3n\u00a0de\u00a0productos\u00a0de\u00a0salud\u00a0y\u00a0belleza\u00a0capilar,\u00a0que\u00a0acaba\u00a0de\u00a0lanzar\u00a0una\u00a0l\u00ednea\u00a0de shampoo y balsam\u00a0etiquetado\u00a0en braille.\u00a0\u0093Vamos\u00a0buscando\u00a0nichos\u00a0distintos\u00a0que\u00a0a\u00a0las\u00a0multinacionales\u00a0no les\u00a0conviene\u00a0por\u00a0losvol\u00famenes. […]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,12],"tags":[],"_links":{"self":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/821"}],"collection":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/comments?post=821"}],"version-history":[{"count":3,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/821\/revisions"}],"predecessor-version":[{"id":1257,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/posts\/821\/revisions\/1257"}],"wp:attachment":[{"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/media?parent=821"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/categories?post=821"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/face.unt.edu.ar\/web\/iadmin\/wp-json\/wp\/v2\/tags?post=821"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}