{"id":9005,"date":"2026-09-01T08:46:43","date_gmt":"2026-09-01T06:46:43","guid":{"rendered":"https:\/\/www.factorydata.com\/?p=9005"},"modified":"2026-09-01T08:46:43","modified_gmt":"2026-09-01T06:46:43","slug":"10-herramientas-para-mejorar-la-gama-en-el-aftermarket","status":"publish","type":"post","link":"https:\/\/www.factorydata.com\/en\/10-herramientas-para-mejorar-la-gama-en-el-aftermarket\/","title":{"rendered":"10 herramientas para mejorar la gama en el aftermarket"},"content":{"rendered":"

\"\"<\/p>\n

Mejorar una gama de producto en el aftermarket no consiste solo en a\u00f1adir m\u00e1s referencias.<\/p>\n

La verdadera dificultad est\u00e1 en decidir qu\u00e9 productos incorporar, ampliar o priorizar<\/strong> en un mercado con millones de referencias, marcas, equivalencias, aplicaciones y comportamientos de demanda muy diferentes<\/b>.<\/p>\n

\"\"<\/p>\n

Para hacerlo, existen distintas herramientas y fuentes de an\u00e1lisis<\/b>. No todas responden a la misma pregunta ni aportan el mismo valor en todos los casos.<\/p>\n

Tres estrategias para mejorar la gama<\/h2>\n

Para mejorar la gama pueden utilizarse distintas estrategias: analizar el parque, observar las ventas de mercado o estudiar la demanda. A continuaci\u00f3n se resumen estas tres aproximaciones junto con 9 herramientas que ayudan a aplicarlas.<\/p>\n\n\n\n\n\n\n\n
Estrategia<\/strong><\/th>\nPregunta que responde<\/strong><\/th>\nHerramientas<\/strong><\/th>\n<\/tr>\n<\/thead>\n
VIO \/ parque<\/strong><\/td>\n\u00bfQu\u00e9 productos deber\u00eda cubrir mi gama seg\u00fan veh\u00edculos, aplicaciones y parque circulante?<\/td>\nS&P Global Mobility \/ Polk \/ IHS, Experian VIO, JATO, AutoView, TecDoc PMA, Wrench, Elcome, Wesp<\/td>\n<\/tr>\n
Ventas de mercado \/ market share<\/strong><\/td>\n\u00bfQu\u00e9 productos se est\u00e1n vendiendo en el mercado, canal o red?<\/td>\nTecCom Market Share<\/td>\n<\/tr>\n
Demanda \/ b\u00fasquedas<\/strong><\/td>\n\u00bfQu\u00e9 productos est\u00e1 pidiendo el mercado aunque no aparezcan claramente en mi gama o ventas?<\/td>\nNEO Radar, TecDoc PMA<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

* La mayor\u00eda de estas herramientas permiten, de una forma u otra, contrastar los resultados con gamas de terceros, competidores, cat\u00e1logos o proveedores. Esta comparaci\u00f3n ayuda a analizar los gaps y tomar decisiones aunque detectar un gap no significa necesariamente que ese gap sea prioritario.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Dentro de la estrategia de demanda \/ b\u00fasquedas<\/strong>, no todas las soluciones analizan la informaci\u00f3n al mismo nivel.<\/p>\n

TecDoc PMA<\/strong> incorpora se\u00f1ales de demanda a partir del uso del cat\u00e1logo TecDoc y de consultas sobre referencias OE. Su lectura est\u00e1 muy vinculada a la referencia individual<\/b> OE y al an\u00e1lisis de cobertura.<\/p>\n

NEO Radar<\/strong>, en cambio, agrupa se\u00f1ales de demanda procedentes de b\u00fasquedas web, call center, cat\u00e1logos online, referencias no encontradas y demanda no convertida a nivel producto<\/strong>. El objetivo no es solo identificar una referencia concreta, sino descubrir oportunidades de gama agrupando referencias equivalentes o relacionadas que representan una misma necesidad de mercado.<\/p>\n

La diferencia no est\u00e1 solo en la fuente de la demanda, sino tambi\u00e9n en el nivel de an\u00e1lisis: referencia individual frente a producto.<\/p>\n

Estudios de mercado y consultor\u00eda aftermarket: contexto complementario<\/h2>\n

Adem\u00e1s de las herramientas anteriores, tambi\u00e9n existen empresas de estudios de mercado y consultor\u00eda aftermarket<\/b> que aportan contexto estrat\u00e9gico para mejorar la gama.<\/p>\n

En muchos casos, estas empresas no representan una estrategia independiente, sino que combinan distintas fuentes de an\u00e1lisis: parque, ventas, cat\u00e1logo, demanda, encuestas, estudios sectoriales o conocimiento experto del mercado.<\/p>\n

Algunas empresas y fuentes representativas en este \u00e1mbito son:<\/p>\n

    \n
  • GiPA<\/li>\n
  • Wolk Aftersales<\/li>\n
  • BBE Automotive<\/li>\n
  • Hedges Company<\/li>\n
  • ResearchAndMarkets<\/li>\n
  • Absolute Reports<\/li>\n
  • Markanalysis<\/li>\n
  • Factory Data<\/li>\n<\/ul>\n

    Cu\u00e1ndo aporta m\u00e1s valor cada estrategia<\/h2>\n

    La estrategia m\u00e1s adecuada depende del tipo de producto, del mercado y de la calidad de los datos disponibles.<\/p>\n

    Productos de alta rotaci\u00f3n o mantenimiento recurrente<\/strong><\/h3>\n

    En productos como filtros, frenos, embragues, amortiguadores o escobillas, el parque, las aplicaciones y las ventas de mercado suelen aportar mucha informaci\u00f3n. Son familias donde VIO, cobertura y market share ayudan mucho a dimensionar la oportunidad.<\/p>\n

    Valoraci\u00f3n:<\/strong> VIO <\/strong>\ud83d\udfe2\ud83d\udfe2 <\/strong>\u00b7 <\/strong> Ventas \ud83d\udfe2<\/strong>\ud83d\udfe2<\/strong> \u00b7 <\/strong>Demanda <\/strong>\ud83d\udfe2<\/strong><\/p>\n

    Productos de reparaci\u00f3n no planificada, baja rotaci\u00f3n o long-tail<\/strong><\/h3>\n

    En sensores, electr\u00f3nica, EGR, turbos, actuadores o m\u00f3dulos, las ventas hist\u00f3ricas no siempre explican toda la oportunidad. Si el producto no est\u00e1 en la gama, no se vende; y si no se vende, puede no aparecer en los datos comerciales. Aqu\u00ed las se\u00f1ales de demanda y las b\u00fasquedas pueden aportar una lectura especialmente \u00fatil.<\/p>\n

    Valoraci\u00f3n:<\/strong> VIO <\/strong>\ud83d\udfe2 <\/strong>\u00b7 <\/strong>Ventas <\/strong>\ud83d\udfe2 <\/strong>\u00b7 <\/strong>Demanda <\/strong>\ud83d\udfe2\ud83d\udfe2<\/strong><\/p>\n

    Productos de reparaci\u00f3n no planificada, baja rotaci\u00f3n o long-tail<\/strong><\/h3>\n

    En industrial, mar\u00edtimo, agr\u00edcola, maquinaria o aplicaciones especiales, el parque suele estar menos estructurado que en turismo. En estos casos, la demanda, los datos propios, las consultas comerciales y el conocimiento sectorial ganan peso frente al VIO tradicional.<\/p>\n

    Valoraci\u00f3n:<\/strong> VIO <\/strong>\ud83d\udfe1 \u00b7 <\/strong>Ventas \ud83d\udfe2 \u00b7 <\/strong>Demanda <\/strong>\ud83d\udfe2\ud83d\udfe2<\/strong><\/p>\n

    Consumibles y productos commodity<\/b><\/strong><\/h3>\n

    En aceites, lubricantes, qu\u00edmicos, bater\u00edas, neum\u00e1ticos o accesorios universales, el VIO puede aportar mucho valor para estimar el consumo potencial, especialmente cuando el mantenimiento est\u00e1 ligado a parque, kilometraje, motorizaci\u00f3n o intervalos reglados. Sin embargo, la decisi\u00f3n final de gama suele depender tambi\u00e9n de ventas, rotaci\u00f3n, marca, precio, canal, disponibilidad y estrategia comercial.<\/p>\n

    Valoraci\u00f3n:<\/strong> VIO <\/strong>\ud83d\udfe2\ud83d\udfe2 <\/strong>\u00b7 <\/strong> Ventas \ud83d\udfe2<\/strong>\ud83d\udfe2<\/strong> \u00b7 <\/strong>Demanda \ud83d\udfe1<\/strong><\/p>\n

    Carrocer\u00eda, colisi\u00f3n y body parts<\/strong><\/h3>\n

    En carrocer\u00eda, iluminaci\u00f3n, colisi\u00f3n o piezas muy dependientes de versi\u00f3n, a\u00f1o, lado o acabado, el parque, la aplicaci\u00f3n exacta y la cobertura de cat\u00e1logo suelen ser especialmente importantes.<\/p>\n

    Valoraci\u00f3n:<\/strong> V<\/strong>IO <\/strong>\ud83d\udfe2\ud83d\udfe2 <\/strong>\u00b7 <\/strong> Ventas <\/strong>\ud83d\udfe1<\/strong> \u00b7 <\/strong>Demanda <\/strong>\u26aa<\/strong><\/p>\n

    Cliente que quiere incorporar su<\/strong>s propios datos <\/strong>al proceso de decisi\u00f3n<\/strong><\/h3>\n

    Cuando el objetivo es incorporar<\/strong> datos propios del cliente de <\/strong>b\u00fasquedas web, call center, cat\u00e1logos online, <\/strong>hist\u00f3rico de ventas, etc, <\/strong>las ventas propias y la demanda capturada ganan peso frente al VIO tradicional. <\/strong><\/p>\n

    Valoraci\u00f3n:<\/strong> VIO \u26aa \u00b7 Ventas \ud83d\udfe2\ud83d\udfe2 \u00b7 <\/strong>Demanda <\/strong>\ud83d\udfe2\ud83d\udfe2<\/strong><\/p>\n

    \u26aa <\/strong>Aportaci\u00f3n baja<\/i><\/strong> \ud83d\udfe1 <\/strong>Aportaci\u00f3n media<\/i><\/strong> \ud83d\udfe2 <\/strong>Aportaci\u00f3n alta<\/i><\/strong> \ud83d\udfe2\ud83d\udfe2 <\/strong>Aportaci\u00f3n muy alta<\/i><\/strong><\/p>\n

    Conclusi\u00f3n<\/h2>\n

    No existe una \u00fanica herramienta v\u00e1lida para mejorar la gama. El parque\/VIO ayuda a estimar potencial. Las ventas de mercado muestran lo que ya se est\u00e1 capturando. La demanda puede revelar oportunidades que todav\u00eda no aparecen claramente en la gama o en las ventas. La clave no est\u00e1 en elegir una \u00fanica fuente, sino en entender qu\u00e9 pregunta responde cada una y cu\u00e1ndo aporta m\u00e1s valor. <\/b><\/p>\n

    Mejorar la gama exige combinar parque, ventas y demanda seg\u00fan el tipo de producto, el mercado y la calidad de los datos disponibles<\/b>.<\/p>\n

     <\/p>\n

    Por\u00a0Joan Cab\u00f3s
    \nCEO & Founder<\/p>","protected":false},"excerpt":{"rendered":"

    Mejorar una gama de producto en el aftermarket no consiste solo en a\u00f1adir m\u00e1s referencias. La verdadera dificultad est\u00e1 en […]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"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":"","theme-transparent-header-meta":"default","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":"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":"","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-4)","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-4)","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-4)","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":[138],"tags":[36,104,232,261],"class_list":["post-9005","post","type-post","status-publish","format-standard","hentry","category-factory-data","tag-demanda-mercado","tag-planificacion-de-gama","tag-potencial-de-mercado","tag-product-discovery"],"yoast_head":"\n10 herramientas para mejorar la gama en el aftermarket - Factory Data<\/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.factorydata.com\/en\/10-herramientas-para-mejorar-la-gama-en-el-aftermarket\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"10 herramientas para mejorar la gama en el aftermarket - Factory Data\" \/>\n<meta property=\"og:description\" content=\"Mejorar una gama de producto en el aftermarket no consiste solo en a\u00f1adir m\u00e1s referencias. 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