{"id":18643,"date":"2026-09-01T08:16:53","date_gmt":"2026-09-01T06:16:53","guid":{"rendered":"https:\/\/artyplan.com\/noticies-ca\/els-5-errors-mes-comuns-en-licitar-plv-amb-un-proveidor-dimpressio\/"},"modified":"2026-09-01T13:27:55","modified_gmt":"2026-09-01T11:27:55","slug":"errors-al-licitar-plv","status":"publish","type":"post","link":"https:\/\/artyplan.com\/ca\/bloc\/errors-al-licitar-plv\/","title":{"rendered":"Els 5 errors m\u00e9s comuns en licitar PLV amb un prove\u00efdor d\u2019impressi\u00f3"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"18643\" class=\"elementor elementor-18643 elementor-18544\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-48ac1ef e-flex e-con-boxed e-con e-parent\" data-id=\"48ac1ef\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-39f92f9 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"39f92f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"https:\/\/artyplan.com\/ca\/empresa\/autors\/arnau-foraste-sans\/\" tabindex=\"-1\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/artyplan.com\/wp-content\/uploads\/2026\/06\/Arnau-Foraste-Sans.jpeg\" class=\"elementor-animation-bounce-in attachment-full size-full wp-image-16573\" alt=\"Arnau Forast\u00e9 Sans\" srcset=\"https:\/\/artyplan.com\/wp-content\/uploads\/2026\/06\/Arnau-Foraste-Sans.jpeg 800w, https:\/\/artyplan.com\/wp-content\/uploads\/2026\/06\/Arnau-Foraste-Sans-300x300.jpeg 300w, https:\/\/artyplan.com\/wp-content\/uploads\/2026\/06\/Arnau-Foraste-Sans-150x150.jpeg 150w, https:\/\/artyplan.com\/wp-content\/uploads\/2026\/06\/Arnau-Foraste-Sans-768x768.jpeg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\"><a href=\"https:\/\/artyplan.com\/ca\/empresa\/autors\/arnau-foraste-sans\/\">Arnau Forast\u00e9 Sans<\/a><\/h3><p class=\"elementor-image-box-description\">Director d\u2019Operacions \/ COO d\u2019Artylan<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ff5b635 e-con-full e-flex e-con e-child\" data-id=\"ff5b635\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-a6d0589 e-con-full e-flex e-con e-child\" data-id=\"a6d0589\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d0e49f2 elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-heading\" data-id=\"d0e49f2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Quins s\u00f3n els errors m\u00e9s comuns en licitar PLV?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0885b51 elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"0885b51\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: center;\">Els cinc errors que m\u00e9s es repeteixen en licitar PLV s\u00f3n: comparar el preu per unitat en lloc del cost total de campanya, no auditar la capacitat log\u00edstica del prove\u00efdor, deixar la reposici\u00f3 fora del plec, fragmentar la campanya entre diversos adjudicataris sense un responsable \u00fanic i decidir amb una mostra d\u2019impremta en lloc d\u2019una prova en condicions reals de botiga. Cap dels cinc no es nota en signar. Tots es noten durant la setmana d\u2019implantaci\u00f3.<br\/>Fa m\u00e9s de vint anys que rebo licitacions de PLV des del costat del prove\u00efdor. He vist plecs impecables i he vist plecs que garantien el problema des del primer full. Abans de continuar, una declaraci\u00f3 obligada: dirigeixo el desenvolupament de negoci d\u2019un prove\u00efdor integral, de manera que alguns d\u2019aquests consells m\u2019afavoreixen. Per aix\u00f2 cada error va acompanyat d\u2019una manera de <strong>verificar-lo amb qualsevol prove\u00efdor, incl\u00f2s el meu<\/strong>. Si un consell no es pot auditar, no hauria de formar part d\u2019un plec. Aquest \u00e9s l\u2019est\u00e0ndard d\u2019aquest article.       <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cbb11b7 e-con-full e-flex e-con e-child\" data-id=\"cbb11b7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d40ea08 elementor-widget elementor-widget-heading\" data-id=\"d40ea08\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">El context que encareix cada error: la meitat de les promocions ja no s\u00f3n rendibles<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-694f622 e-con-full e-flex e-con e-child\" data-id=\"694f622\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-1d188bd e-con-full e-flex e-con e-child\" data-id=\"1d188bd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-98b9f10 e-con-full e-flex e-con e-child\" data-id=\"98b9f10\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6a992da elementor-widget elementor-widget-text-editor\" data-id=\"6a992da\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Abans d\u2019entrar en els errors, conv\u00e9 fixar el terreny de joc. Les dades del sector espanyol del gran consum s\u00f3n inc\u00f2modes: <\/p><ul><li>Les an\u00e0lisis de Nielsen recollides per AECOC fa anys que assenyalen que aproximadament <strong>la meitat de les promocions a Espanya no s\u00f3n rendibles<\/strong> (la dada hist\u00f2rica m\u00e9s citada: 52%, davant del 49% europeu).<br><br><\/li><li>La situaci\u00f3 no ha millorat: la revista Distribuci\u00f3n y Consumo (Mercasa, 2024) situa<strong> l\u2019efici\u00e8ncia promocional espanyola en el 31%, <\/strong>per sota de la mitjana europea.<br><br><\/li><li>I la tend\u00e8ncia recent apunta a pitjor: segons l\u2019Observatori Full View de NIQ (2026), les marques de fabricant mantenen una pressi\u00f3 promocional del <strong>23% de les seves vendes,<\/strong> amb una efici\u00e8ncia que cau en l\u2019\u00faltim exercici.<br><br><\/li><\/ul><p>En un mercat de gran consum que va moure <strong>131.000 milions d\u2019euros el 2025<\/strong> (NIQ, gener de 2026), aquests percentatges representen quantitats enormes de diners promocionals que no retornen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-92a43f1 e-con-full e-flex e-con e-child\" data-id=\"92a43f1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-f0a7ca2 e-con-full e-flex e-con e-child\" data-id=\"f0a7ca2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f042f35 elementor-widget elementor-widget-text-editor\" data-id=\"f042f35\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>I qu\u00e8 hi t\u00e9 a veure el PLV? Rosario Pedrosa, gerent de l\u2019\u00e0rea de la demanda d\u2019AECOC, ho resumeix en una frase que hauria d\u2019estar penjada a tots els departaments de trade marketing: <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2934e40 elementor-blockquote--skin-quotation elementor-blockquote--align-center elementor-widget elementor-widget-blockquote\" data-id=\"2934e40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\t\u201cLa mateixa promoci\u00f3, ben o mal implementada, dona resultats diferents.\u201d\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8642cff elementor-widget elementor-widget-text-editor\" data-id=\"8642cff\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>La mec\u00e0nica promocional, el descompte i la negociaci\u00f3 amb la cadena es decideixen a dalt. Per\u00f2<strong> l\u2019execuci\u00f3<\/strong> \u2014que el material arribi, es munti, aguanti i es reposi\u2014 \u00e9s la variable que separa una promoci\u00f3 rendible d\u2019una que engreixa aquest 52%. I l\u2019execuci\u00f3 es compra, precisament, en la <a href=\"https:\/\/artyplan.com\/ca\/impressio\/plv-per-a-retail-fabricacio-logistica-i-installacio-arreu-despanya\">licitaci\u00f3 del PLV.<\/a>  <\/p><p class=\"p1\">Amb aquest marc, els cinc errors.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-556c571 e-con-full e-flex e-con e-child\" data-id=\"556c571\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-5e4646d e-con-full e-flex e-con e-child\" data-id=\"5e4646d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-26c895f elementor-widget elementor-widget-heading\" data-id=\"26c895f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">La meitat dels diners promocionals no tornen<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7451aab elementor-widget elementor-widget-heading\" data-id=\"7451aab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Nielsen \/ AECOC (s\u00e8rie hist\u00f2rica) \u00b7 Mercasa, Distribuci\u00f3n y Consumo 2024 \u00b7 NIQ 2026<\/p>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2fb25a1 elementor-widget elementor-widget-html\" data-id=\"2fb25a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<div class=\"arty-promo\">\n\n    <!-- ESPA\u00d1A -->\n    <div class=\"arty-promo__item\">\n        <div class=\"arty-donut arty-donut--spain\">\n            <div class=\"arty-donut__hole\">\n                <div class=\"arty-donut__number arty-blue\">\n  52%\n                <\/div>\n                <div class=\"arty-donut__text\">\n no rendibles\n                <\/div>\n            <\/div>\n        <\/div>\n\n        <div class=\"arty-promo__label\">\n Espanya\n        <\/div>\n    <\/div>\n\n\n    <!-- MEDIA EUROPEA -->\n    <div class=\"arty-promo__item\">\n        <div class=\"arty-donut arty-donut--europe\">\n            <div class=\"arty-donut__hole\">\n                <div class=\"arty-donut__number arty-grey\">\n  49%\n                <\/div>\n                <div class=\"arty-donut__text\">\n no rendibles\n                <\/div>\n            <\/div>\n        <\/div>\n\n        <div class=\"arty-promo__label arty-promo__label--grey\">\n Mitjana europea\n        <\/div>\n    <\/div>\n\n\n    <!-- EFICIENCIA PROMOCIONAL -->\n    <div class=\"arty-efficiency\">\n        <div class=\"arty-efficiency__title\">\n Efici\u00e8ncia promocional\n        <\/div>\n\n        <div class=\"arty-efficiency__number\">\n  31%\n        <\/div>\n\n        <div class=\"arty-efficiency__description\">\n a Espanya (Mercasa, 2024)<br\/>per sota d\u2019Europa\n        <\/div>\n\n        <div class=\"arty-efficiency__highlight\">\n i a la baixa segons NIQ 2026\n        <\/div>\n    <\/div>\n\n<\/div>\n\n\n<style>\n\n\/* ========================================\n   CONTENEDOR GENERAL\n======================================== *\/\n\n.arty-promo {\n    width: 100%;\n    max-width: 1050px;\n    margin: 0 auto;\n\n    display: grid;\n    grid-template-columns: 1fr 1fr 1fr;\n    align-items: center;\n\n    gap: 45px;\n\n    box-sizing: border-box;\n    font-family: inherit;\n}\n\n\n\/* ========================================\n   BLOQUES DE GR\u00c1FICOS\n======================================== *\/\n\n.arty-promo__item {\n    display: flex;\n    flex-direction: column;\n    justify-content: center;\n    align-items: center;\n\n    min-width: 0;\n}\n\n\n\/* ========================================\n   DONUTS\n======================================== *\/\n\n.arty-donut {\n    position: relative;\n\n    width: 250px;\n    max-width: 100%;\n\n    aspect-ratio: 1 \/ 1;\n\n    border-radius: 50%;\n\n    display: flex;\n    justify-content: center;\n    align-items: center;\n}\n\n\n\/* Espa\u00f1a 52% *\/\n\n.arty-donut--spain {\n    background: conic-gradient(\n        #00A3E0 0% 52%,\n        #F1F4F8 52% 100%\n    );\n}\n\n\n\/* Europa 49% *\/\n\n.arty-donut--europe {\n    background: conic-gradient(\n        #9DAFC5 0% 49%,\n        #F1F4F8 49% 100%\n    );\n}\n\n\n\/* ========================================\n   AGUJERO INTERIOR\n======================================== *\/\n\n.arty-donut__hole {\n    position: absolute;\n\n    width: 66%;\n    height: 66%;\n\n    border-radius: 50%;\n\n    background: #ffffff;\n\n    display: flex;\n    flex-direction: column;\n    justify-content: center;\n    align-items: center;\n\n    text-align: center;\n}\n\n\n\/* ========================================\n   PORCENTAJES\n======================================== *\/\n\n.arty-donut__number {\n    font-size: 40px;\n    line-height: 1;\n    font-weight: 700;\n\n    margin-bottom: 10px;\n}\n\n.arty-blue {\n    color: #00A3E0;\n}\n\n.arty-grey {\n    color: #7388A3;\n}\n\n\n\/* ========================================\n   TEXTO INTERIOR\n======================================== *\/\n\n.arty-donut__text {\n    font-size: 15px;\n    line-height: 1.25;\n    font-weight: 400;\n\n    color: #71839D;\n}\n\n\n\/* ========================================\n   ETIQUETAS INFERIORES\n======================================== *\/\n\n.arty-promo__label {\n    margin-top: 10px;\n\n    font-size: 16px;\n    line-height: 1.2;\n    font-weight: 700;\n\n    color: #111111;\n\n    text-align: center;\n}\n\n.arty-promo__label--grey {\n    color: #53677E;\n}\n\n\n\/* ========================================\n   CAJA NEGRA\n======================================== *\/\n\n.arty-efficiency {\n    width: 100%;\n    max-width: 290px;\n\n    margin: 0 auto;\n\n    padding: 25px 24px 23px;\n\n    box-sizing: border-box;\n\n    background: #111111;\n\n    border-radius: 8px;\n\n    text-align: center;\n\n    color: #ffffff;\n}\n\n\n\/* T\u00edtulo *\/\n\n.arty-efficiency__title {\n    font-size: 17px;\n    line-height: 1.3;\n    font-weight: 700;\n\n    color: #ffffff;\n\n    margin-bottom: 14px;\n}\n\n\n\/* 31% *\/\n\n.arty-efficiency__number {\n    font-size: 46px;\n    line-height: 1;\n    font-weight: 700;\n\n    color: #ffffff;\n\n    margin-bottom: 18px;\n}\n\n\n\/* Texto central *\/\n\n.arty-efficiency__description {\n    font-size: 14px;\n    line-height: 1.55;\n    font-weight: 400;\n\n    color: #ffffff;\n\n    margin-bottom: 14px;\n}\n\n\n\/* \u00daltima l\u00ednea *\/\n\n.arty-efficiency__highlight {\n    font-size: 14px;\n    line-height: 1.4;\n    font-weight: 700;\n\n    color: #ffffff;\n}\n\n\n\/* ========================================\n   TABLET\n======================================== *\/\n\n@media (max-width: 1024px) {\n\n    .arty-promo {\n        max-width: 700px;\n\n        grid-template-columns: 1fr 1fr;\n\n        gap: 45px 35px;\n    }\n\n    .arty-efficiency {\n        grid-column: 1 \/ -1;\n\n        max-width: 320px;\n    }\n\n}\n\n\n\/* ========================================\n   M\u00d3VIL\n======================================== *\/\n\n@media (max-width: 767px) {\n\n    .arty-promo {\n        grid-template-columns: 1fr;\n\n        gap: 42px;\n    }\n\n    .arty-donut {\n        width: 220px;\n    }\n\n    .arty-donut__number {\n        font-size: 36px;\n    }\n\n    .arty-donut__text {\n        font-size: 14px;\n    }\n\n    .arty-promo__label {\n        font-size: 18px;\n    }\n\n    .arty-efficiency {\n        grid-column: auto;\n\n        max-width: 290px;\n\n        padding: 24px 20px;\n    }\n\n    .arty-efficiency__number {\n        font-size: 42px;\n    }\n\n}\n\n<\/style>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-db164b3 e-con-full e-flex e-con e-child\" data-id=\"db164b3\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-66d56ea elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-heading\" data-id=\"66d56ea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Error 1: comparar el preu per unitat en lloc del cost total de campanya<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea709a9 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"ea709a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-168171f elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"168171f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\" style=\"text-align: center;\">El m\u00e9s universal. El full de comparaci\u00f3 d\u2019ofertes t\u00e9 una columna de preu unitari, els tres prove\u00efdors s\u2019ordenen de menor a major i guanya el primer. El problema \u00e9s que el preu unitari \u00e9s la part del cost que es veu millor i la que menys fa variar el resultat. El cost real d\u2019una campanya de PLV es compon aix\u00ed:   <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-94b6253 elementor-widget elementor-widget-html\" data-id=\"94b6253\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<style>\n.comparativa-tabla{\n    width:100%;\n    border-collapse:separate;\n    border-spacing:0;\n    background:#ffffff;\n    border-radius:12px;\n    overflow:hidden;\n}\n\n.comparativa-tabla thead th{\n    background:#000000;\n    color:#ffffff;\n    text-align:left;\n    padding:18px 22px;\n    font-size:16px;\n    font-weight:700;\n    border:none !important;\n}\n\n.comparativa-tabla td{\n    padding:20px 22px;\n    font-size:16px;\n    line-height:1.5;\n    color:#1e2d3f;\n    vertical-align:middle;\n    background:#ffffff;\n    border-left:none !important;\n    border-right:none !important;\n    border-top:none !important;\n}\n\n.comparativa-tabla tbody tr:not(:last-child) td{\n    border-bottom:1px solid #d9d9d9;\n}\n\n.comparativa-tabla .titulo{\n    font-weight:700;\n}\n\n.comparativa-tabla .dato{\n    color:#00A3E0;\n    font-weight:700;\n}\n\n\n\/* ========================================\n   M\u00d2BIL: TARGETES\n======================================== *\/\n\n@media (max-width:767px){\n\n    .comparativa-tabla,\n    .comparativa-tabla thead,\n    .comparativa-tabla tbody,\n    .comparativa-tabla tr,\n    .comparativa-tabla td{\n        display:block;\n        width:100%;\n    }\n\n    .comparativa-tabla{\n        border-radius:0;\n        background:transparent;\n        overflow:visible;\n    }\n\n    .comparativa-tabla thead{\n        display:none;\n    }\n\n    .comparativa-tabla tr{\n        margin-bottom:18px;\n        background:#ffffff;\n        border-radius:12px;\n        overflow:hidden;\n        border:none !important;\n    }\n\n    .comparativa-tabla td{\n        padding:14px 16px;\n        font-size:16px;\n        background:#ffffff;\n        border:none !important;\n    }\n\n    .comparativa-tabla td.titulo{\n        background:#000000;\n        color:#ffffff;\n        font-weight:700;\n    }\n\n    .comparativa-tabla td:not(.titulo){\n        display:flex;\n        justify-content:space-between;\n        align-items:flex-start;\n        gap:16px;\n        text-align:right;\n        border-bottom:1px solid #d9d9d9 !important;\n    }\n\n    .comparativa-tabla td:not(.titulo)::before{\n        content:attr(data-label);\n        font-weight:700;\n        color:#000000;\n        text-align:left;\n        flex:0 0 45%;\n    }\n\n    .comparativa-tabla td:last-child{\n        border-bottom:none !important;\n    }\n}\n<\/style>\n\n\n<table class=\"comparativa-tabla\">\n\n    <thead>\n        <tr>\n            <th>Component<\/th>\n            <th>Pes habitual sobre el cost total<\/th>\n            <th>Apareix a la comparativa d\u2019ofertes?<\/th>\n        <\/tr>\n    <\/thead>\n\n    <tbody>\n\n        <tr>\n            <td class=\"titulo\">\n                Producci\u00f3 (impressi\u00f3 + acabats)\n            <\/td>\n\n            <td class=\"dato\" data-label=\"Pes habitual\">\n                40-55%\n            <\/td>\n\n            <td data-label=\"Comparativa d\u2019ofertes\">\n                S\u00ed, sempre\n            <\/td>\n        <\/tr>\n\n\n        <tr>\n            <td class=\"titulo\">\n                Log\u00edstica, picking i kitting\n            <\/td>\n\n            <td class=\"dato\" data-label=\"Pes habitual\">\n                15-25%\n            <\/td>\n\n            <td data-label=\"Comparativa d\u2019ofertes\">\n                De vegades, mal desglossat\n            <\/td>\n        <\/tr>\n\n\n        <tr>\n            <td class=\"titulo\">\n                Instal\u00b7laci\u00f3 a la botiga\n            <\/td>\n\n            <td class=\"dato\" data-label=\"Pes habitual\">\n                10-20%\n            <\/td>\n\n            <td data-label=\"Comparativa d\u2019ofertes\">\n                Poques vegades amb el mateix abast entre ofertes\n            <\/td>\n        <\/tr>\n\n\n        <tr>\n            <td class=\"titulo\">\n                Reposici\u00f3 i incid\u00e8ncies\n            <\/td>\n\n            <td class=\"dato\" data-label=\"Pes habitual\">\n                5-12%\n            <\/td>\n\n            <td data-label=\"Comparativa d\u2019ofertes\">\n                Gaireb\u00e9 mai\n            <\/td>\n        <\/tr>\n\n\n        <tr>\n            <td class=\"titulo\">\n                Cost dels errors (material no muntat, botigues sense servir)\n            <\/td>\n\n            <td class=\"dato\" data-label=\"Pes habitual\">\n                Variable, el m\u00e9s car\n            <\/td>\n\n            <td data-label=\"Comparativa d\u2019ofertes\">\n                Mai\n            <\/td>\n        <\/tr>\n\n    <\/tbody>\n\n<\/table>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-890d2fb elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"890d2fb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\" style=\"text-align: center;\"><em>(Distribuci\u00f3 orientativa basada en l\u2019experi\u00e8ncia de campanyes multiseu d\u2019Artyplan; el pes exacte varia segons el format i el canal.)<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e3f4ded elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"e3f4ded\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\" style=\"text-align: center;\">Un prove\u00efdor un 8% m\u00e9s barat en producci\u00f3 que falli en el 5% de les botigues surt m\u00e9s car que el que va cotitzar m\u00e9s alt. Aquest c\u00e0lcul no apareix en cap full de comparaci\u00f3 que jo hagi vist, i hauria de ser la primera fila. <\/p><p class=\"p1\" style=\"text-align: center;\"><strong>Com evitar-ho:<\/strong> demanar el desglossament complet per partides amb el mateix abast definit per a tots els licitadors, i afegir una fila de \u201ccost per botiga correctament implantada\u201d, que \u00e9s l\u2019\u00fanica m\u00e8trica que uneix preu i execuci\u00f3.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-021cf7a e-con-full e-flex e-con e-child\" data-id=\"021cf7a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e82ba13 elementor-widget elementor-widget-heading\" data-id=\"e82ba13\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">El que compara el plec vs. el que costa la campanya<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5c559d9 elementor-widget elementor-widget-heading\" data-id=\"5c559d9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Distribuci\u00f3 orientativa \u00b7 experi\u00e8ncia de campanyes multiseu d\u2019Artyplan (metodologia pr\u00f2pia)<\/p>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d0dce96 elementor-widget elementor-widget-html\" data-id=\"d0dce96\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<style>\n\/* ==========================================\n   GR\u00c0FIC COST TOTAL DE CAMPANYA\n========================================== *\/\n\n.arty-coste-grafico{\n    width:100%;\n    max-width:1050px;\n    margin:28px auto 10px auto;\n    padding:0;\n    box-sizing:border-box;\n    font-family:inherit;\n}\n\n\n\/* ==========================================\n   PART SUPERIOR\n========================================== *\/\n\n.arty-coste-superior{\n    display:grid;\n    grid-template-columns:42% 58%;\n    gap:30px;\n    align-items:end;\n}\n\n\n\/* ==========================================\n   PRODUCCI\u00d3\n========================================== *\/\n\n.arty-coste-produccion{\n    width:100%;\n    box-sizing:border-box;\n\n    background:#00A3E0;\n    color:#ffffff;\n\n    border-radius:8px;\n\n    padding:17px 22px;\n\n    text-align:center;\n\n    \/* SEPARACI\u00d3 RESPECTE DE LA L\u00cdNIA *\/\n    transform:translateY(-8px);\n}\n\n.arty-coste-produccion strong{\n    display:block;\n\n    margin:0 0 5px 0;\n    padding:0;\n\n    color:#ffffff;\n\n    font-size:21px;\n    line-height:1.2;\n    font-weight:700;\n}\n\n.arty-coste-produccion span{\n    display:block;\n\n    color:#ffffff;\n\n    font-size:14px;\n    line-height:1.4;\n    font-weight:600;\n}\n\n\n\/* ==========================================\n   TEXT SUPERIOR DRET\n========================================== *\/\n\n.arty-coste-comparativa{\n    width:100%;\n\n    display:flex;\n    align-items:flex-end;\n    justify-content:center;\n\n    box-sizing:border-box;\n\n    padding:0 0 12px 0;\n\n    text-align:center;\n}\n\n.arty-coste-comparativa strong{\n    display:block;\n\n    margin:0;\n    padding:0;\n\n    color:#00A3E0;\n\n    font-size:14px;\n    line-height:1.3;\n    font-weight:700;\n\n    text-transform:uppercase;\n}\n\n\n\/* ==========================================\n   L\u00cdNIA DIVIS\u00d2RIA\n========================================== *\/\n\n.arty-coste-linea{\n    width:100%;\n    height:0;\n\n    margin:0;\n    padding:0;\n\n    border-top:2px dashed #00A3E0;\n}\n\n\n\/* ==========================================\n   FILA INFERIOR A LA L\u00cdNIA\n========================================== *\/\n\n.arty-coste-bajo-linea{\n    display:grid;\n    grid-template-columns:42% 58%;\n    gap:30px;\n\n    width:100%;\n\n    box-sizing:border-box;\n}\n\n\n\/* ==========================================\n   EL QUE NO APAREIX\n========================================== *\/\n\n.arty-coste-noaparece{\n    grid-column:2;\n\n    width:100%;\n\n    box-sizing:border-box;\n\n    padding:12px 0 0 0;\n    margin:0;\n\n    color:#53677E;\n\n    font-size:14px;\n    line-height:1.3;\n    font-weight:700;\n\n    text-transform:uppercase;\n    text-align:center;\n}\n\n\n\/* ==========================================\n   ZONA INFERIOR\n========================================== *\/\n\n.arty-coste-inferior{\n    display:grid;\n\n    grid-template-columns:42% 58%;\n\n    gap:30px;\n\n    align-items:center;\n\n    margin-top:22px;\n}\n\n\n\/* ==========================================\n   BARRES\n========================================== *\/\n\n.arty-coste-barras{\n    width:100%;\n\n    display:flex;\n    flex-direction:column;\n\n    gap:11px;\n}\n\n\n.arty-coste-barra{\n    box-sizing:border-box;\n\n    padding:14px 16px;\n\n    background:#D6E0EA;\n\n    border:1px solid #C2CEDA;\n    border-left:5px solid #53677E;\n    border-radius:6px;\n\n    color:#1E2D3F;\n\n    font-size:15px;\n    line-height:1.3;\n    font-weight:700;\n}\n\n\n\/* AMPLADES DE LES BARRES *\/\n\n.arty-coste-barra.logistica{\n    width:100%;\n}\n\n.arty-coste-barra.instalacion{\n    width:82%;\n}\n\n.arty-coste-barra.reposicion{\n    width:62%;\n}\n\n\n\/* ==========================================\n   CAIXA COST DELS ERRORS\n========================================== *\/\n\n.arty-coste-fallos{\n    width:100%;\n\n    box-sizing:border-box;\n\n    padding:20px 22px;\n\n    background:#111111;\n\n    border-left:5px solid #00A3E0;\n    border-radius:7px;\n}\n\n\n.arty-coste-fallos h4{\n    margin:0 0 9px 0;\n    padding:0;\n\n    color:#ffffff;\n\n    font-size:17px;\n    line-height:1.35;\n    font-weight:700;\n}\n\n\n.arty-coste-fallos p{\n    margin:0;\n    padding:0;\n\n    color:#ffffff;\n\n    font-size:14px;\n    line-height:1.55;\n    font-weight:400;\n}\n\n\n.arty-coste-fallos strong{\n    color:#00A3E0;\n    font-weight:700;\n}\n\n\n\/* ==========================================\n   TAULETA\n========================================== *\/\n\n@media (max-width:1024px){\n\n    .arty-coste-grafico{\n        max-width:850px;\n    }\n\n    .arty-coste-superior,\n    .arty-coste-bajo-linea,\n    .arty-coste-inferior{\n        grid-template-columns:42% 58%;\n        gap:22px;\n    }\n\n    .arty-coste-produccion{\n        transform:translateY(-7px);\n    }\n\n    .arty-coste-produccion strong{\n        font-size:19px;\n    }\n\n    .arty-coste-produccion span{\n        font-size:13px;\n    }\n\n    .arty-coste-comparativa strong,\n    .arty-coste-noaparece{\n        font-size:13px;\n    }\n\n    .arty-coste-barra{\n        font-size:14px;\n    }\n\n    .arty-coste-fallos h4{\n        font-size:16px;\n    }\n\n    .arty-coste-fallos p{\n        font-size:13px;\n    }\n\n}\n\n\n\/* ==========================================\n   M\u00d2BIL\n========================================== *\/\n\n@media (max-width:767px){\n\n    .arty-coste-grafico{\n        width:100%;\n        max-width:100%;\n\n        margin:20px auto 5px auto;\n    }\n\n\n    \/* PART SUPERIOR *\/\n    .arty-coste-superior{\n        display:block;\n    }\n\n\n    \/* PRODUCCI\u00d3 *\/\n    .arty-coste-produccion{\n        width:100%;\n\n        padding:16px;\n\n        \/* EN M\u00d2BIL NO FEM SERVIR TRANSFORM *\/\n        transform:none;\n\n        margin-bottom:12px;\n    }\n\n    .arty-coste-produccion strong{\n        font-size:19px;\n    }\n\n    .arty-coste-produccion span{\n        font-size:13px;\n    }\n\n\n    \/* TEXT SOBRE LA L\u00cdNIA *\/\n    .arty-coste-comparativa{\n        display:block;\n\n        width:100%;\n\n        padding:0 0 12px 0;\n\n        text-align:left;\n    }\n\n    .arty-coste-comparativa strong{\n        font-size:12px;\n    }\n\n\n    \/* L\u00cdNIA *\/\n    .arty-coste-linea{\n        margin:0;\n    }\n\n\n    \/* TEXT SOTA LA L\u00cdNIA *\/\n    .arty-coste-bajo-linea{\n        display:block;\n    }\n\n    .arty-coste-noaparece{\n        width:100%;\n\n        padding:12px 0 0 0;\n\n        text-align:left;\n\n        font-size:12px;\n    }\n\n\n    \/* CONTINGUT *\/\n    .arty-coste-inferior{\n        display:flex;\n        flex-direction:column;\n\n        gap:18px;\n\n        align-items:stretch;\n\n        margin-top:18px;\n    }\n\n\n    \/* BARRES *\/\n    .arty-coste-barra,\n    .arty-coste-barra.logistica,\n    .arty-coste-barra.instalacion,\n    .arty-coste-barra.reposicion{\n        width:100%;\n    }\n\n    .arty-coste-barra{\n        padding:13px 14px;\n        font-size:14px;\n    }\n\n\n    \/* CAIXA NEGRA *\/\n    .arty-coste-fallos{\n        width:100%;\n\n        padding:18px;\n    }\n\n    .arty-coste-fallos h4{\n        font-size:16px;\n    }\n\n    .arty-coste-fallos p{\n        font-size:14px;\n    }\n\n}\n\n<\/style>\n\n<div class=\"arty-coste-grafico\">\n\n    <!-- PART SUPERIOR -->\n    <div class=\"arty-coste-superior\">\n\n        <!-- PRODUCCI\u00d3 -->\n        <div class=\"arty-coste-produccion\">\n            <strong>\n                Producci\u00f3: 40\u201355%\n            <\/strong>\n\n            <span>\n                impressi\u00f3 + acabats \u00b7 sempre a la comparativa\n            <\/span>\n        <\/div>\n\n        <!-- EL QUE ES COMPARA -->\n        <div class=\"arty-coste-comparativa\">\n            <strong>\n                El que es compara a la licitaci\u00f3\n            <\/strong>\n        <\/div>\n\n    <\/div>\n\n    <!-- L\u00cdNIA DIVIS\u00d2RIA -->\n    <div class=\"arty-coste-linea\"><\/div>\n\n    <!-- TEXT SOTA LA L\u00cdNIA -->\n    <div class=\"arty-coste-bajo-linea\">\n        <div class=\"arty-coste-noaparece\">\n            El que no apareix a la comparativa\n        <\/div>\n    <\/div>\n\n    <!-- PART INFERIOR -->\n    <div class=\"arty-coste-inferior\">\n\n        <!-- BARRES -->\n        <div class=\"arty-coste-barras\">\n\n            <div class=\"arty-coste-barra logistica\">\n                Log\u00edstica + picking: 15\u201325%\n            <\/div>\n\n            <div class=\"arty-coste-barra instalacion\">\n                Instal\u00b7laci\u00f3: 10\u201320%\n            <\/div>\n\n            <div class=\"arty-coste-barra reposicion\">\n                Reposici\u00f3: 5\u201312%\n            <\/div>\n\n        <\/div>\n\n        <!-- COST DELS ERRORS -->\n        <div class=\"arty-coste-fallos\">\n\n            <h4>\n                El cost dels errors: la partida sense percentatge\n            <\/h4>\n\n            <p>\n                Botigues sense implantar, visites d\u2019instal\u00b7laci\u00f3 fallides i\n                reimpressions urgents. No apareix en cap oferta i pot\n                decidir si la promoci\u00f3 entra en el\n                <strong>52% que no retorna.<\/strong>\n            <\/p>\n\n        <\/div>\n\n    <\/div>\n\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-08d3cf0 e-con-full e-flex e-con e-child\" data-id=\"08d3cf0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-741d654 e-con-full e-flex e-con e-child\" data-id=\"741d654\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-d55573c e-con-full e-flex e-con e-child\" data-id=\"d55573c\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-16d91ca elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-heading\" data-id=\"16d91ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Error 2: no auditar la capacitat log\u00edstica real del prove\u00efdor<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce48355 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"ce48355\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-052464a elementor-widget elementor-widget-text-editor\" data-id=\"052464a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>En el plec es demanen certificats de qualitat, mostres impreses i refer\u00e8ncies. Gaireb\u00e9 mai no es demana all\u00f2 que realment prediu el resultat: com preparar\u00e0 el prove\u00efdor 900 kits diferents i qu\u00e8 far\u00e0 quan alguna cosa falli a la botiga 614. <\/p><p>Una dada del Bar\u00f2metre OSA (AECOC + NIQ) serveix de refer\u00e8ncia en les campanyes de PLV <a href=\"https:\/\/artyplan.com\/ca\/sectors\/impressio-i-plv-per-a-marques-dalimentacio-i-begudes\/\">per a supermercats i gran consum: <\/a>la distribuci\u00f3 espanyola recupera una ruptura d\u2019estoc en<strong> 2,7 dies de mitjana,<\/strong> la m\u00e9s r\u00e0pida d\u2019Europa. Aquest \u00e9s el ritme del canal que el PLV ha d\u2019acompanyar. Un prove\u00efdor que davant d\u2019una incid\u00e8ncia nom\u00e9s respon \u201ctornem a imprimir i ho enviem en dues setmanes\u201d treballa a un ritme diferent del de les botigues a les quals dona servei.  <\/p><p><strong>Com evitar-ho: <\/strong>incloure en el plec tres preguntes concretes. On \u00e9s l\u2019estoc de reposici\u00f3 durant la campanya? Quin \u00e9s el termini de resposta davant d\u2019una incid\u00e8ncia per zones? Qui s\u2019encarrega del <a href=\"https:\/\/artyplan.com\/ca\/emmagatzematge-picking-i-logistica\/\">picking,<\/a> personal propi o subcontractat? Les respostes vagues a aquestes tres preguntes s\u00f3n el millor predictor de problemes que conec.    <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e4cbc67 e-con-full e-flex e-con e-child\" data-id=\"e4cbc67\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-75ffd6c e-con-full e-flex e-con e-child\" data-id=\"75ffd6c\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d2c1dc4 elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-heading\" data-id=\"d2c1dc4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Error 3: deixar la reposici\u00f3 fora del plec<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8756ac2 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8756ac2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-feb2a6b elementor-widget elementor-widget-text-editor\" data-id=\"feb2a6b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Aquest error \u00e9s fill del primer. Com que la reposici\u00f3 encareix l\u2019oferta, cap licitador no la inclou si no se li exigeix i, com que ning\u00fa no la inclou, la comparativa sembla m\u00e9s barata del que realment costar\u00e0 la campanya.  <\/p><p>La f\u00edsica del punt de venda no negocia: el material es trenca, es mulla, se l\u2019enduen, el colpeja un carro. En campanyes de m\u00e9s de 500 botigues, pressupostar entre un 8% i un 12% de material de reposici\u00f3 no \u00e9s prud\u00e8ncia, \u00e9s estad\u00edstica. (R\u00e0tio de treball intern d\u2019Artyplan en <a href=\"https:\/\/artyplan.com\/ca\/sectors\/impressio-i-plv-per-a-marques-dalimentacio-i-begudes\/\">campanyes multiseu.<\/a>)   <\/p><p>Quan la reposici\u00f3 no \u00e9s al contracte, apareix despr\u00e9s com un extra urgent, a preu d\u2019urg\u00e8ncia i amb la campanya ja coixa. L\u2019estalvi de la licitaci\u00f3 es paga amb rec\u00e0rrec.  <\/p><p>La soluci\u00f3 \u00e9s de redacci\u00f3 del plec, no de negociaci\u00f3: reposici\u00f3 com a partida obligat\u00f2ria amb un percentatge m\u00ednim, termini de resposta i responsable. I una regla d\u2019or que aplico tamb\u00e9 quan em toca respondre licitacions: si un licitador afirma que la reposici\u00f3 no far\u00e0 falta, aquesta \u00e9s l\u2019oferta que cal descartar, la meva inclosa. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5d75d5f e-con-full e-flex e-con e-child\" data-id=\"5d75d5f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-69c4296 e-con-full e-flex e-con e-child\" data-id=\"69c4296\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-1673beb e-con-full e-flex e-con e-child\" data-id=\"1673beb\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-55c53aa elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-heading\" data-id=\"55c53aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Error 4: fragmentar la campanya sense un responsable \u00fanic<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dc34c93 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"dc34c93\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-91e61b5 elementor-widget elementor-widget-text-editor\" data-id=\"91e61b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Impressi\u00f3 a un prove\u00efdor, log\u00edstica a un altre, <a href=\"https:\/\/artyplan.com\/ca\/impressio\/plv-per-a-retail-fabricacio-logistica-i-installacio-arreu-despanya\/\">instal\u00b7laci\u00f3<\/a> a un tercer. Sobre el paper, cada pe\u00e7a a l\u2019especialista m\u00e9s barat. A la pr\u00e0ctica, tres contractes i cap responsable del resultat.  <\/p><p>El dia que el material arriba tard a la plataforma, l\u2019impressor culpa el transportista, el transportista culpa el magatzem i l\u2019instal\u00b7lador factura la visita fallida. Cadasc\u00fa ha complert el seu contracte. La campanya, no.   <\/p><p>Hi ha una tend\u00e8ncia de fons que agreuja aquest error. L\u2019Estudi Econ\u00f2mic de neobis, l\u2019associaci\u00f3 de la comunicaci\u00f3 gr\u00e0fica, registra des de fa dues d\u00e8cades una <strong>concentraci\u00f3 progressiva del sector:<\/strong> disminueix el nombre d\u2019empreses petites i el volum s\u2019agrupa en les de m\u00e9s dimensi\u00f3, en un mercat que ronda els <strong>5.700 milions d\u2019euros. <\/strong>Tradu\u00eft: els prove\u00efdors capa\u00e7os d\u2019integrar producci\u00f3, log\u00edstica i instal\u00b7laci\u00f3 existeixen i cada vegada concentren m\u00e9s activitat, precisament perqu\u00e8 el mercat B2B ha apr\u00e8s que la fragmentaci\u00f3 surt cara.  <\/p><p><strong>Com evitar-ho: <\/strong>licitar el resultat (\u201cN botigues implantades en la data X amb incid\u00e8ncies resoltes en Y dies\u201d) i no les peces. Pot haver-hi subcontractaci\u00f3 per sota, per\u00f2 amb un \u00fanic responsable contractual del conjunt. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8dd3ec9 e-con-full e-flex e-con e-child\" data-id=\"8dd3ec9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-ae6515f e-con-full e-flex e-con e-child\" data-id=\"ae6515f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2e692ad elementor-widget-widescreen__width-inherit elementor-widget elementor-widget-heading\" data-id=\"2e692ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Error 5: decidir amb una mostra d\u2019impremta en lloc d\u2019una prova en condicions reals<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb4efcb elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"bb4efcb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7cf96b3 elementor-widget elementor-widget-text-editor\" data-id=\"7cf96b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>La mostra que arriba amb l\u2019oferta est\u00e0 impresa en el millor paper, manipulada amb guants i transportada en una carpeta r\u00edgida. La pe\u00e7a real viatjar\u00e0 en un cami\u00f3, esperar\u00e0 en una rebotiga i la muntar\u00e0 una persona amb tres minuts i sense eines. <\/p><p>He vist adjudicacions decidides per la vivacitat d\u2019un vermell corporatiu en una mostra plana, per a materials que despr\u00e9s anaven muntats en una estructura corba sota la llum de la botiga, on aquell vermell era un altre. I expositors preciosos sobre la taula de la sala de reunions que a la botiga no aguantaven ni una setmana de fregament amb els carros. <\/p><p>L\u2019alternativa costa poc i endarrereix l\u2019adjudicaci\u00f3 una setmana: demanar als finalistes una pres\u00e8rie petita muntada en condicions reals \u2014una botiga pilot o una r\u00e8plica\u2014 i avaluar-la al cap de set dies, no el dia del muntatge. \u00c9s la prova que descarta m\u00e9s ofertes i la que cap prove\u00efdor amb un producte s\u00f2lid no tem. Nosaltres l\u2019hem perduda alguna vegada i la continuem recomanant: el material que no aguanta la setmana pilot tampoc no hauria aguantat la campanya.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fe3c389 e-con-full e-flex e-con e-child\" data-id=\"fe3c389\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e05a4f5 elementor-widget elementor-widget-heading\" data-id=\"e05a4f5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">La checklist del plec que evita els cinc errors<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84a42e4 elementor-widget elementor-widget-html\" data-id=\"84a42e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<style>\n.arty-check-ca{\n    list-style:none !important;\n    counter-reset:arty-num;\n    margin:0 !important;\n    padding:0 !important;\n}\n\n.arty-check-ca > li{\n    counter-increment:arty-num;\n    display:flex !important;\n    align-items:flex-start !important;\n    gap:14px !important;\n    margin:0 0 16px 0 !important;\n    padding:0 !important;\n    list-style:none !important;\n    font-size:16px;\n    line-height:1.5;\n    color:#1e2d3f;\n}\n\n.arty-check-ca > li:last-child{\n    margin-bottom:0 !important;\n}\n\n.arty-check-ca > li::before{\n    content:counter(arty-num);\n    flex:0 0 32px !important;\n    width:32px !important;\n    height:32px !important;\n    min-width:32px !important;\n    min-height:32px !important;\n    display:flex !important;\n    align-items:center !important;\n    justify-content:center !important;\n    box-sizing:border-box !important;\n    margin:0 !important;\n    padding:0 !important;\n    border-radius:50% !important;\n    background:#00A3E0 !important;\n    color:#ffffff !important;\n    font-size:14px !important;\n    line-height:1 !important;\n    font-weight:700 !important;\n}\n\n.arty-check-ca .arty-check-text{\n    flex:1 1 auto;\n    min-width:0;\n    padding-top:2px;\n    margin:0;\n    text-align:left;\n}\n\n.arty-check-ca .arty-check-title{\n    display:inline !important;\n    margin:0 !important;\n    padding:0 !important;\n    color:#111111;\n    font-weight:700 !important;\n}\n\n@media (max-width:767px){\n\n    .arty-check-ca > li{\n        gap:10px !important;\n        margin-bottom:14px !important;\n        font-size:15px;\n    }\n\n    .arty-check-ca > li::before{\n        flex-basis:28px !important;\n        width:28px !important;\n        height:28px !important;\n        min-width:28px !important;\n        min-height:28px !important;\n        font-size:13px !important;\n    }\n\n    .arty-check-ca .arty-check-text{\n        padding-top:1px;\n    }\n}\n<\/style>\n\n<ol class=\"arty-check-ca\">\n\n    <li>\n        <div class=\"arty-check-text\"><span class=\"arty-check-title\">M\u00e8trica de comparaci\u00f3:<\/span> cost per botiga correctament implantada, no preu per unitat.<\/div>\n    <\/li>\n\n    <li>\n        <div class=\"arty-check-text\"><span class=\"arty-check-title\">Desglossament obligatori:<\/span> producci\u00f3, log\u00edstica, instal\u00b7laci\u00f3 i reposici\u00f3 com a partides separades amb el mateix abast per a tothom.<\/div>\n    <\/li>\n\n    <li>\n        <div class=\"arty-check-text\"><span class=\"arty-check-title\">Reposici\u00f3 en contracte:<\/span> percentatge m\u00ednim, terminis de resposta i imputaci\u00f3 de costos definits.<\/div>\n    <\/li>\n\n    <li>\n        <div class=\"arty-check-text\"><span class=\"arty-check-title\">Responsable \u00fanic:<\/span> del resultat final, amb penalitzacions vinculades a botigues implantades, no a unitats lliurades.<\/div>\n    <\/li>\n\n    <li>\n        <div class=\"arty-check-text\"><span class=\"arty-check-title\">Prova pilot:<\/span> en condicions reals abans d\u2019adjudicar, avaluada al cap de set dies.<\/div>\n    <\/li>\n\n    <li>\n        <div class=\"arty-check-text\"><span class=\"arty-check-title\">Auditoria log\u00edstica:<\/span> ubicaci\u00f3 de l\u2019estoc, capacitat de picking i protocol d\u2019incid\u00e8ncies per escrit.<\/div>\n    <\/li>\n\n<\/ol>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cb99b36 e-con-full e-flex e-con e-child\" data-id=\"cb99b36\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4d9fc67 elementor-widget elementor-widget-heading\" data-id=\"4d9fc67\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Preguntes freq\u00fcents<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f37eeb elementor-widget elementor-widget-n-accordion\" data-id=\"6f37eeb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;default_state&quot;:&quot;expanded&quot;,&quot;max_items_expended&quot;:&quot;one&quot;,&quot;n_accordion_animation_duration&quot;:{&quot;unit&quot;:&quot;ms&quot;,&quot;size&quot;:400,&quot;sizes&quot;:[]}}\" data-widget_type=\"nested-accordion.default\">\n\t\t\t\t\t\t\t<div class=\"e-n-accordion\" aria-label=\"Accordion. Open links with Enter or Space, close with Escape, and navigate with Arrow Keys\">\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1160\" class=\"e-n-accordion-item\" open>\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"1\" tabindex=\"0\" aria-expanded=\"true\" aria-controls=\"e-n-accordion-item-1160\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> Quin percentatge de promocions no s\u00f3n rendibles a Espanya? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1160\" class=\"elementor-element elementor-element-020f79e e-con-full e-flex e-con e-child\" data-id=\"020f79e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1bfb7e4 elementor-widget elementor-widget-text-editor\" data-id=\"1bfb7e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>El 52%, segons dades de Nielsen recollides per AECOC, davant del 49% de mitjana europea. L\u2019efici\u00e8ncia promocional espanyola se situa al voltant del 31% segons l\u2019an\u00e0lisi publicada a Distribuci\u00f3n y Consumo (Mercasa, 2024). La qualitat de l\u2019execuci\u00f3 a la botiga \u2014inclosa la implantaci\u00f3 del PLV\u2014 \u00e9s una de les variables que separen les promocions rendibles de la resta.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1161\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"2\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1161\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> Com s\u2019ha de comparar el preu en una licitaci\u00f3 de PLV? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1161\" class=\"elementor-element elementor-element-67feb0f e-con-full e-flex e-con e-child\" data-id=\"67feb0f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5f02788 elementor-widget elementor-widget-text-editor\" data-id=\"5f02788\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">Amb el cost per botiga correctament implantada, no amb el preu per unitat. El preu unitari de producci\u00f3 representa entre el 40% i el 55% del cost real d\u2019una campanya; la resta correspon a log\u00edstica, instal\u00b7laci\u00f3, reposici\u00f3 i incid\u00e8ncies, partides que acostumen a quedar fora de la comparativa i que determinen el resultat. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1162\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"3\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1162\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> Quant material de reposici\u00f3 cal exigir en un plec de PLV? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1162\" class=\"elementor-element elementor-element-adc92a7 e-con-full e-flex e-con e-child\" data-id=\"adc92a7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0fab7ca elementor-widget elementor-widget-text-editor\" data-id=\"0fab7ca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">Entre un 8% i un 12% del volum base per a campanyes de m\u00e9s de 500 punts de venda, amb el termini de resposta i el responsable definits al contracte. Deixar la reposici\u00f3 fora del plec abarateix la comparativa per\u00f2 encareix la campanya, perqu\u00e8 les incid\u00e8ncies apareixen igualment i es resolen a preu d\u2019urg\u00e8ncia. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1163\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"4\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1163\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> \u00c9s millor un prove\u00efdor integral o diversos especialistes per a una campanya de PLV? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1163\" class=\"elementor-element elementor-element-1316b56 e-con-full e-flex e-con e-child\" data-id=\"1316b56\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0109cb6 elementor-widget elementor-widget-text-editor\" data-id=\"0109cb6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Per a campanyes multiseu, un responsable \u00fanic del resultat redueix el risc d\u2019execuci\u00f3. La fragmentaci\u00f3 entre impressor, operador log\u00edstic i instal\u00b7lador dilueix la responsabilitat: cada part pot complir el seu contracte mentre la campanya falla. El sector gr\u00e0fic espanyol, que factura uns 5.700 milions d\u2019euros segons neobis, fa dues d\u00e8cades que es concentra en prove\u00efdors de m\u00e9s dimensi\u00f3 capa\u00e7os d\u2019integrar el servei complet.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"e-n-accordion-item-1164\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"5\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"e-n-accordion-item-1164\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><div class=\"e-n-accordion-item-title-text\"> Serveix la mostra impresa per avaluar un prove\u00efdor de PLV? <\/div><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"e-n-accordion-item-1164\" class=\"elementor-element elementor-element-e9307bb e-con-full e-flex e-con e-child\" data-id=\"e9307bb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-88f266a elementor-widget elementor-widget-text-editor\" data-id=\"88f266a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Serveix per avaluar la qualitat d\u2019impressi\u00f3, no el comportament del material a la botiga. Una avaluaci\u00f3 fiable exigeix una pres\u00e8rie muntada en condicions reals i revisada al cap de set dies, quan el fregament, la llum i la manipulaci\u00f3 ja han actuat sobre la pe\u00e7a. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-10b39c9 e-con-full e-flex e-con e-child\" data-id=\"10b39c9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-47d471a e-con-full e-flex e-con e-child\" data-id=\"47d471a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6ce4c8d elementor-widget elementor-widget-heading\" data-id=\"6ce4c8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Sobre l\u2019autor<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-94cb2fa elementor-widget elementor-widget-text-editor\" data-id=\"94cb2fa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">Arnau Forast\u00e9 Sans \u00e9s Director d\u2019Operacions \/ COO d\u2019Artyplan, amb una traject\u00f2ria vinculada a la producci\u00f3 gr\u00e0fica, la gesti\u00f3 t\u00e8cnica i la coordinaci\u00f3 d\u2019equips i processos. La seva experi\u00e8ncia abasta la planificaci\u00f3, el control de qualitat, la impressi\u00f3 en gran format, la log\u00edstica i les instal\u00b7lacions, amb una visi\u00f3 orientada a garantir l\u2019efici\u00e8ncia, la tra\u00e7abilitat i el compliment dels terminis en cada projecte. Despr\u00e9s d\u2019assumir responsabilitats de producci\u00f3 a Artyplan Document des del 2017, des del 2022 lidera les operacions d\u2019Artyplan, coordinant recursos, equips i processos per assegurar una execuci\u00f3 fiable i professional dels projectes de producci\u00f3 gr\u00e0fica.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a645d85 e-con-full e-flex e-con e-child\" data-id=\"a645d85\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-05e8b09 elementor-widget elementor-widget-heading\" data-id=\"05e8b09\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Fonts<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-37c950d elementor-widget elementor-widget-text-editor\" data-id=\"37c950d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"text-align: left;\">AECOC \u2014 C84: <em>\u00bfC\u00f3mo hacer promociones m\u00e1s eficientes? <\/em>(dades de Nielsen sobre rendibilitat promocional)<\/li><li style=\"text-align: left;\">Mercasa \u2014 <em>Distribuci\u00f3n y Consumo,<\/em> vol. 2 (2024): efici\u00e8ncia promocional a Espanya<\/li><li style=\"text-align: left;\">NIQ \u2014 <em>Observatorio del Gran Consumo en Espa\u00f1a <\/em>(gener de 2026) i Observatorio Full View (2026)<\/li><li style=\"text-align: left;\">AECOC \/ NIQ \u2014 <em>Bar\u00f3metro OSA<\/em> (2024)<\/li><li style=\"text-align: left;\">neobis \u2014 <em>Estudio Econ\u00f3mico del sector de Artes Gr\u00e1ficas <\/em>(2025) <\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Arnau Forast\u00e9 Sans Director d\u2019Operacions \/ COO d\u2019Artylan Quins s\u00f3n els errors m\u00e9s comuns en licitar PLV? Els cinc errors que m\u00e9s es repeteixen en licitar PLV s\u00f3n: comparar el preu per unitat en lloc del cost total de campanya, no auditar la capacitat log\u00edstica del prove\u00efdor, deixar la reposici\u00f3 fora del plec, fragmentar la [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":18640,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[51],"tags":[],"class_list":["post-18643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gran-format"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.5 (Yoast SEO v26.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Els 5 errors m\u00e9s comuns en licitar PLV amb un prove\u00efdor<\/title>\n<meta name=\"description\" content=\"Els 5 errors que encareixen una licitaci\u00f3 de PLV, explicats des del costat del prove\u00efdor. 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