{"id":15736,"date":"2021-01-25T11:33:53","date_gmt":"2021-01-25T11:33:53","guid":{"rendered":"https:\/\/clubdeltrade.com\/?p=15736"},"modified":"2025-09-26T16:04:31","modified_gmt":"2025-09-26T16:04:31","slug":"margen-precio","status":"publish","type":"post","link":"https:\/\/club.involves.com\/es\/margen-precio\/","title":{"rendered":"Margen de precio de un producto: \u00bfc\u00f3mo calcularlo?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Cuando hablamos sobre c\u00f3mo definir precios o <\/span><i><span style=\"font-weight: 400;\"><a href=\"https:\/\/club.involves.com\/es\/pricing\/\" target=\"_blank\" rel=\"noopener\">pricing <\/a><\/span><\/i><span style=\"font-weight: 400;\">en el universo del trade marketing<\/span><i><span style=\"font-weight: 400;\">, <\/span><\/i><span style=\"font-weight: 400;\">es com\u00fan confundir conceptos y m\u00e9todos de c\u00e1lculo.<strong> El <\/strong><\/span><strong>margen de precio suele referirse al porcentaje que queda de las ventas despu\u00e9s de costos (no a un valor absoluto).<\/strong><\/p>\n<p>En esta gu\u00eda se explica qu\u00e9 es el margen de precio y c\u00f3mo se relaciona con el <strong data-start=\"567\" data-end=\"607\">margen bruto, neto y de contribuci\u00f3n<\/strong>, con f\u00f3rmulas y ejemplos num\u00e9ricos para evitar errores frecuentes al fijar precios en <a href=\"https:\/\/club.involves.com\/es\/trade-marketing\" target=\"_blank\" rel=\"noopener\">trade marketing<\/a>.<\/p>\n<h2><b>La l\u00f3gica del margen de precio\u00a0<\/b><\/h2>\n<p>Comencemos con una pregunta: si una empresa aumenta sus ventas, \u00bfaumentan tambi\u00e9n sus beneficios?<\/p>\n<p>No necesariamente. <strong>El crecimiento de ventas no siempre implica crecimiento de utilidad<\/strong>; depende del <strong>mix de costos, promociones y comisiones\/bonificaciones por canal<\/strong>.<\/p>\n<h3>Ejemplo en PDV<\/h3>\n<p data-start=\"1026\" data-end=\"1349\">Pensemos en un SKU de bebida 350 ml en supermercado. En la lista, el <strong data-start=\"1120\" data-end=\"1139\">precio es $7,00<\/strong> y el <strong data-start=\"1145\" data-end=\"1177\">costo variable base es $4,20<\/strong> (materia prima, envase, log\u00edstica). Para vender en la cadena, suele negociarse una <strong data-start=\"1261\" data-end=\"1285\">bonificaci\u00f3n del 10%<\/strong> y trabajarse con <strong data-start=\"1303\" data-end=\"1332\">comisi\u00f3n comercial del 5%<\/strong> sobre el precio.<\/p>\n<p data-start=\"1351\" data-end=\"1381\"><strong data-start=\"1351\" data-end=\"1381\">Escenario base (sin promo)<\/strong><\/p>\n<ul data-start=\"1382\" data-end=\"1741\">\n<li data-start=\"1382\" data-end=\"1457\">\n<p data-start=\"1384\" data-end=\"1457\"><strong data-start=\"1384\" data-end=\"1424\">Precio efectivo (post bonificaci\u00f3n):<\/strong> $7,00 \u00d7 (1 \u2212 0,10) = <strong data-start=\"1446\" data-end=\"1455\">$6,30<\/strong><\/p>\n<\/li>\n<li data-start=\"1458\" data-end=\"1499\">\n<p data-start=\"1460\" data-end=\"1499\"><strong data-start=\"1460\" data-end=\"1473\">Comisi\u00f3n:<\/strong> 5% de $7,00 = <strong data-start=\"1488\" data-end=\"1497\">$0,35<\/strong><\/p>\n<\/li>\n<li data-start=\"1500\" data-end=\"1558\">\n<p data-start=\"1502\" data-end=\"1558\"><strong data-start=\"1502\" data-end=\"1530\">Costo total considerado:<\/strong> $4,20 + $0,35 = <strong data-start=\"1547\" data-end=\"1556\">$4,55<\/strong><\/p>\n<\/li>\n<li data-start=\"1559\" data-end=\"1625\">\n<p data-start=\"1561\" data-end=\"1625\"><strong data-start=\"1561\" data-end=\"1599\">Margen de contribuci\u00f3n (unitario):<\/strong> 6,30 \u2212 4,55 = <strong data-start=\"1614\" data-end=\"1623\">$1,75<\/strong><\/p>\n<\/li>\n<li data-start=\"1626\" data-end=\"1741\">\n<p data-start=\"1628\" data-end=\"1741\"><strong data-start=\"1628\" data-end=\"1636\">MC%:<\/strong> sobre <strong data-start=\"1643\" data-end=\"1662\">precio efectivo<\/strong> = 1,75 \/ 6,30 = <strong data-start=\"1679\" data-end=\"1688\">27,8%<\/strong>; sobre <strong data-start=\"1696\" data-end=\"1715\">precio de lista<\/strong> = 1,75 \/ 7,00 = <strong data-start=\"1732\" data-end=\"1741\">25,0%<\/strong><\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1743\" data-end=\"1765\"><strong data-start=\"1743\" data-end=\"1765\">Con promoci\u00f3n \u221215%<\/strong><\/p>\n<ul data-start=\"1766\" data-end=\"2145\">\n<li data-start=\"1766\" data-end=\"1827\">\n<p data-start=\"1768\" data-end=\"1827\"><strong data-start=\"1768\" data-end=\"1794\">Nuevo precio de lista:<\/strong> $7,00 \u00d7 (1 \u2212 0,15) = <strong data-start=\"1816\" data-end=\"1825\">$5,95<\/strong><\/p>\n<\/li>\n<li data-start=\"1828\" data-end=\"1927\">\n<p data-start=\"1830\" data-end=\"1927\"><strong data-start=\"1830\" data-end=\"1865\">Bonificaci\u00f3n (10% sobre $5,95):<\/strong> <strong data-start=\"1866\" data-end=\"1876\">$0,595<\/strong> \u2192 <strong data-start=\"1879\" data-end=\"1899\">Precio efectivo:<\/strong> 5,95 \u2212 0,595 = <strong data-start=\"1915\" data-end=\"1925\">$5,355<\/strong><\/p>\n<\/li>\n<li data-start=\"1928\" data-end=\"1984\">\n<p data-start=\"1930\" data-end=\"1984\"><strong data-start=\"1930\" data-end=\"1960\">Comisi\u00f3n (5% sobre $5,95):<\/strong> <strong data-start=\"1961\" data-end=\"1970\">$0,30<\/strong> (\u2248 $0,2975)<\/p>\n<\/li>\n<li data-start=\"1985\" data-end=\"2043\">\n<p data-start=\"1987\" data-end=\"2043\"><strong data-start=\"1987\" data-end=\"2015\">Costo total considerado:<\/strong> $4,20 + $0,30 = <strong data-start=\"2032\" data-end=\"2041\">$4,50<\/strong><\/p>\n<\/li>\n<li data-start=\"2044\" data-end=\"2145\">\n<p data-start=\"2046\" data-end=\"2145\"><strong data-start=\"2046\" data-end=\"2084\">Margen de contribuci\u00f3n (unitario):<\/strong> 5,355 \u2212 4,50 = <strong data-start=\"2100\" data-end=\"2109\">$0,86<\/strong> (\u2248 <strong data-start=\"2113\" data-end=\"2122\">14,4%<\/strong> sobre precio efectivo)<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2147\" data-end=\"2190\"><strong data-start=\"2147\" data-end=\"2190\">Impacto operativo (punto de equilibrio)<\/strong><\/p>\n<ul data-start=\"2191\" data-end=\"2331\">\n<li data-start=\"2191\" data-end=\"2230\">\n<p data-start=\"2193\" data-end=\"2230\"><strong data-start=\"2193\" data-end=\"2220\">Costos fijos mensuales:<\/strong> $10.000<\/p>\n<\/li>\n<li data-start=\"2231\" data-end=\"2281\">\n<p data-start=\"2233\" data-end=\"2281\"><strong data-start=\"2233\" data-end=\"2250\">PE sin promo:<\/strong> 10.000 \/ 1,75 = <strong data-start=\"2267\" data-end=\"2279\">5.714 u.<\/strong><\/p>\n<\/li>\n<li data-start=\"2282\" data-end=\"2331\">\n<p data-start=\"2284\" data-end=\"2331\"><strong data-start=\"2284\" data-end=\"2301\">PE con promo:<\/strong> 10.000 \/ 0,86 = <strong data-start=\"2318\" data-end=\"2331\">11.667 u.<\/strong><\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2333\" data-end=\"2353\"><strong data-start=\"2333\" data-end=\"2353\">Lecturas r\u00e1pidas<\/strong><\/p>\n<ul data-start=\"2354\" data-end=\"2563\">\n<li data-start=\"2354\" data-end=\"2454\">\n<p data-start=\"2356\" data-end=\"2454\"><strong>M\u00e1s ventas \u2260 m\u00e1s beneficios<\/strong>: bonificaciones, comisiones y promos pueden <strong data-start=\"2428\" data-end=\"2451\">comprimir el margen<\/strong>.<\/p>\n<\/li>\n<li data-start=\"2455\" data-end=\"2563\">\n<p data-start=\"2457\" data-end=\"2563\">Simular por <strong data-start=\"2469\" data-end=\"2486\">canal\/cliente<\/strong> evita acciones que elevan el <strong data-start=\"2516\" data-end=\"2539\">punto de equilibrio<\/strong> sin rotaci\u00f3n sostenida.<\/p>\n<\/li>\n<\/ul>\n<h2><b>\u00bfQu\u00e9 es el margen de beneficio?<\/b><\/h2>\n<p data-start=\"2601\" data-end=\"2788\">El margen de beneficio es la parte que sobra de las ventas despu\u00e9s de deducir todos los costos. Se expresa en <strong data-start=\"2711\" data-end=\"2729\">% sobre ventas<\/strong> y ayuda a evaluar la <strong data-start=\"2751\" data-end=\"2767\">rentabilidad<\/strong> del precio definido.<\/p>\n<p data-start=\"2790\" data-end=\"2905\">Las variaciones del margen pueden se\u00f1alar ineficiencias o gastos por encima de lo planificado. Conviene distinguir:<\/p>\n<h3><b>Diferencias entre utilidad y margen de beneficio<\/b><\/h3>\n<ul>\n<li data-start=\"2960\" data-end=\"3076\">\n<p data-start=\"2962\" data-end=\"3076\"><strong data-start=\"2962\" data-end=\"2987\">Utilidad (beneficio):<\/strong> ventas menos deducciones, gastos, costos y tributos. Se expresa en <strong data-start=\"3055\" data-end=\"3064\">valor<\/strong> (moneda).<\/p>\n<\/li>\n<li data-start=\"3077\" data-end=\"3191\">\n<p data-start=\"3079\" data-end=\"3191\"><strong data-start=\"3079\" data-end=\"3103\">Margen de beneficio:<\/strong> <strong data-start=\"3104\" data-end=\"3132\">porcentaje de las ventas<\/strong> que queda como utilidad (bruta o neta) tras costos\/gastos.<\/p>\n<\/li>\n<\/ul>\n<p>Para definir el margen ideal, observa tu <strong data-start=\"4584\" data-end=\"4601\">microambiente<\/strong> (categor\u00eda, canal, competencia) y <strong data-start=\"4636\" data-end=\"4645\">macro<\/strong> (impuestos, inflaci\u00f3n), adem\u00e1s del <strong data-start=\"4681\" data-end=\"4701\">retorno esperado<\/strong> por el capital invertido.<\/p>\n<h2><b>\u00bfQu\u00e9 es el margen bruto?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">El margen bruto sirve para medir la rentabilidad de tu negocio e indicar el <a href=\"https:\/\/club.involves.com\/es\/mide-el-roi-de-tus-acciones-de-trade-marketing\/\" target=\"_blank\" rel=\"noopener\">ROI de la operaci\u00f3n<\/a>. De una forma un poco m\u00e1s elaborada, es lo que ganas con la venta de un producto despu\u00e9s de eliminar todos los gastos de producci\u00f3n.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfC\u00f3mo calcular el margen bruto?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Es un c\u00e1lculo muy sencillo: basta dividir los beneficios brutos por las ventas y multiplicar el resultado de la divisi\u00f3n por 100.<\/span><\/p>\n<p style=\"text-align: center;\"><strong>Margen bruto (%) = (Ventas \u2212 Costo de ventas) \/ Ventas \u00d7 100<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Si vendes un producto a $10 y la producci\u00f3n cuesta $5, vas a ganar $5. Ese valor es el beneficio bruto y, en este caso, representa un margen bruto de 50 %.<\/span><\/p>\n<p>Tip: explicitar si el precio incluye IVA; para comparar m\u00e1rgenes entre canales, usar base sin impuestos.<\/p>\n<h2><b>\u00bfQu\u00e9 es el margen neto?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Cuando hablamos sobre margen neto, tenemos que incluir tambi\u00e9n el beneficio (utilidad) neto que es obtenido por la empresa.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si el margen neto de una empresa es del 10%, eso quiere decir que por cada $1000 que la empresa gane, habr\u00e1 un beneficio neto de $100.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esta es la f\u00f3rmula para calcular el margen de beneficio neto:<\/span><\/p>\n<h4 style=\"text-align: center;\">Margen neto (%) = Utilidad neta \/ Ventas \u00d7 100<\/h4>\n<p><span style=\"font-weight: 400;\">\u00bfQuieres que te d\u00e9 un ejemplo pr\u00e1ctico?<\/span><\/p>\n<p>Sup\u00f3n que una tienda obtiene <strong data-start=\"6140\" data-end=\"6167\">$6.000 de utilidad neta<\/strong> sobre <strong data-start=\"6174\" data-end=\"6195\">$18.000 de ventas<\/strong>.<\/p>\n<p>Margen neto = 6.000 \/ 18.000 \u00d7 100 = <strong data-start=\"6234\" data-end=\"6242\">33 %<\/strong>.<\/p>\n<p>Eso significa que<strong> por cada $100 vendidos, la empresa gana $33.<\/strong><\/p>\n<h2><b>\u00bfQu\u00e9 es el margen de contribuci\u00f3n?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Si ya has o\u00eddo hablar sobre <\/span><a href=\"https:\/\/club.involves.com\/es\/como-calcular-markup\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">mark-up<\/span><\/i><\/a><span style=\"font-weight: 400;\">, surge la duda: \u00bfpor qu\u00e9 el <strong data-start=\"4420\" data-end=\"4446\">margen de contribuci\u00f3n<\/strong> cobra tanta relevancia? Mientras que el <strong data-start=\"4487\" data-end=\"4498\">mark-up<\/strong> es un <strong data-start=\"4505\" data-end=\"4534\">porcentaje sobre el costo<\/strong> para llegar al precio de venta, el <strong data-start=\"4570\" data-end=\"4596\">margen de contribuci\u00f3n<\/strong> se usa para definir precio y, sobre todo, para entender qu\u00e9 aporta cada venta a cubrir <strong data-start=\"4688\" data-end=\"4704\">costos fijos<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este margen es capaz de se\u00f1alar la cantidad de dinero que tu negocio puede generar para pagar los gastos fijos de los productos.<\/span><\/p>\n<h4 style=\"text-align: center;\">Margen de contribuci\u00f3n (u) = <strong data-start=\"7143\" data-end=\"7153\">Precio<\/strong> \u2212 <strong data-start=\"7156\" data-end=\"7176\">Costos variables<\/strong> (impuestos sobre la venta, comisiones, bonificaciones por canal, etc.)<\/h4>\n<p><span style=\"font-weight: 400;\">Si el margen de contribuci\u00f3n es superior al valor total de los <strong>gastos fijos<\/strong>, el negocio es <strong>lucrativo<\/strong>. De lo contrario, no. As\u00ed de simple.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para mantener el control de los m\u00e1rgenes al d\u00eda, monitorees constantemente las ganancias y los gastos de la empresa, evaluando cu\u00e1les productos o servicios superan esas ganancias.<\/span><\/p>\n<p><strong data-start=\"7966\" data-end=\"7996\">Ejemplo r\u00e1pido (unitario):<\/strong><\/p>\n<ul>\n<li>Precio $7,00; costos variables $4,20 \u21d2 MC (u) = $2,80; <strong data-start=\"8052\" data-end=\"8083\">MC (%) = 2,80 \/ 7,00 = 40 %<\/strong>.<\/li>\n<li>Si aplicas <strong data-start=\"8096\" data-end=\"8111\">promo \u221215 %<\/strong>, nuevo precio $5,95 \u21d2 MC (u) = $1,75 \u21d2 <strong data-start=\"8151\" data-end=\"8170\">MC (%) \u2248 29,4 %<\/strong>.<\/li>\n<\/ul>\n<p><strong>Aprendizaje<em data-start=\"8172\" data-end=\"8186\">:<\/em> promos sin plan elevan el punto de equilibrio.<\/strong><\/p>\n<p data-start=\"5048\" data-end=\"5360\">El margen no es un resultado est\u00e1tico: cambia con <strong data-start=\"5098\" data-end=\"5147\">bonificaciones, comisiones, impuestos, costos<\/strong> y <strong data-start=\"5150\" data-end=\"5165\">promociones<\/strong> por canal y cliente. Controlar estas variables con datos consistentes permite <strong data-start=\"5244\" data-end=\"5266\">simular escenarios<\/strong>, <strong data-start=\"5268\" data-end=\"5296\">proteger la contribuci\u00f3n<\/strong> y decidir <strong data-start=\"5307\" data-end=\"5333\">qu\u00e9 precio y qu\u00e9 promo<\/strong> hacen sentido en cada PDV.<\/p>\n<p data-start=\"5362\" data-end=\"5656\">Para llevar esto a la pr\u00e1ctica con visibilidad real de <strong data-start=\"5417\" data-end=\"5479\">precios, costos, promociones, fotos y KPI por canal\/tienda<\/strong>, conoce <a href=\"https:\/\/involves.com\/es\/stage\/analisis-de-datos\/\" target=\"_blank\" rel=\"noopener\"><strong data-start=\"5488\" data-end=\"5524\">Data Analytics de Involves Stage<\/strong><\/a>. Centraliza la informaci\u00f3n, simula escenarios y toma decisiones con datos.<\/p>\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-181962783905\" style=\"max-width: 100%; max-height: 100%; width: 690px; height: 383.9583435058594px;\" data-hubspot-wrapper-cta-id=\"181962783905\"><a href=\"https:\/\/cta-service-cms2.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLL6wfA0A0IIkzzNDCnwKEk6PXCepAT6QOIvmrASLLFbGhLKVvM%2FbF3J9czU%2BysSRMI0kaNqAHEB6eHtzaEzA5JNfqUXhEflna9TseKpFT8pPNkZW4ux%2F7XO%2FmbJsn3G8Ci0CNtwAhT%2Fbz%2B0NfY2vgMAs0jfdBx0mtiITpDY6EgNaAayrfNXrEmWmKkMVpl%2BVMQ%2F&amp;webInteractiveContentId=181962783905&amp;portalId=5315393\" target=\"_blank\" rel=\"noopener\"><br \/>\n<img decoding=\"async\" style=\"height: 100%; width: 100%; object-fit: fill;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5315393\/interactive-181962783905.png\" alt=\"logo stage\" \/><br \/>\n<\/a><\/div>\n<div class=\"article-tags\"> Tags: <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">margen de beneficio<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">margen de precio<\/a>, <a href=\"javascript:void(0)\" style=\"pointer-events: none;\">Trade Marketing<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Aprende a calcular el margen de precio de un producto con c\u00e1lculos sencillos y precisos. \u00a1Desc\u00fabrelo ahora!<\/p>\n","protected":false},"author":4,"featured_media":17506,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[277],"tags":[175,176,38],"class_list":["post-15736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ventas-y-sell-out","tag-margen-de-beneficio","tag-margen-de-precio","tag-trade-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Margen de precio de un producto: \u00bfqu\u00e9 es y c\u00f3mo calcularlo?<\/title>\n<meta name=\"description\" content=\"Calcula el margen de precio de un producto con f\u00f3rmulas simples. 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