Tuesday, January 31, 2017

Beers reveem strategies and reduce advertising in TV

The recession contributed to give another guy the summer: the beer thread that used to advertise massively at this time of year, in all Brazil, turned their investments. There is pressure to improve efficiency in the production, marketing, marketing. At other times, since the beginning of the year, the station was beginning the so-called "battle of the beers," with the media full of actions, especially the leaders of the Pilsen segment so far pay packages dominated by Ambev''s brands – Skol, Brahma and Antarctica.
To give an idea, data from Kantar Media Ratings show that, in 2014, the sector occupied between all categories to sixth position in advertising investment, with a total of R$ .00 .649 3,002. As early as 2015, the sector jumped to eighth place. The total budget fell to R$ 2,541,837.00, but still remained at 2% the participation in that period.
And it wasn''t just the recession (and the consequent fall in consumption and revenue) that changed the picture. Consolidate trends – which are not new-product consumption and a new way to do marketing of beers in the country, following directions. One way, experts say, is more assertive and pulled by changes in consumption habits and preferences of the consumer, and also by the diversification of channels to talk to them. The changes are the reduction of investment in television advertising and the end of the bet in the cabins sponsored by brands of beer from the big breweries in passarela do samba in Rio de Janeiro, for example. The market has changed, with each brand territories best defined, and each tag thins its focus on actions, promotions and campaigns that the approach of their audiences.
One of the most emblematic trends in the beer segment is undoubtedly that of "premiumrização" – some also call it "gourmetização"-which hits the world of consumption: came to coffee, to water, to chocolates, burgers, ice cream, candy, popcorn and even Barber shops, among other categories of products. The consumer is sophisticated, became more demanding, demand higher quality and diversification. What was turned into commodity status symbol.
In the case of beer, the market has diversified in such a way that the big breweries go wrong buying smaller brands have, today, in the premium segment, his biggest bet. There are more than 500 breweries, more than 700 brands and more than 3000 labels of beer in the country. "Consumers are more aware than drink and ask for more and more quality. And there''s no going back when the consumer discovers that a product is not good, "says Iron Mendes, CEO of Maniacs Brewing Co., of mark craft.
He claims that the recession has not arrived to the sector of the Brazilian crafts and imported. Is a segment that grows daily in Brazil and in the world. "The craft beers walk well in Brazil, our brewers are very creative and there''s increasingly affordable technology for small breweries. At the other end, consumers ask for news, beers with more personality and are willing to pay more for this quality. There''s still a big price difference between the mass and the craft beers, much due to the large government incentives received by large companies, but the craft beers are advancing consistently ".
Today, with the advancement of technology, any restaurant can launch own brand successfully, given a sophisticated audience. The premium segment – beers produced with ingredients more noble than the more popular, but mixed with "less noble" to cheapen the cost of production – represents about 8% of the Brazilian market, while the craft-produced only with noble ingredients – still does not reach 1%. But we need to consider that less than 1% represents 140 million liters annually.
CHANGE José Raimundo Padilha is a beer sommelier who worked 30 years as a creative in advertising and fell in love with the craft market. He has been following closely the growth of premium brands and craft and also changes in the marketing of the most popular beers. He cites a commercial giant Budweiser''s flagship broadcast Super Bowl of 2016, representing some of the discomfort caused by the growth of specialty beers around the world: the movie ironizava the craft beers and ridiculed as "hipsters" people who like beers more sophisticated.
On occasion, Budweiser positioned itself proudly as a "macro beer" – while Anheuser-Busch InBev comes acquiring premium beers and craft brands, such as the Elysian Beer – and was heavily criticised by the "craft" beers segment, as it is called in the United States. The brand tried to apologize, without much success. Fact is that Budweiser – as other major most popular brands-faced a slowdown in growth curve in recent years before always strongly upwards. "There''s a mix of factors that combine: the recession, of course, but there is a crisis in the communication as a whole, which may explain the use of new platforms in the strategies. In addition, the beer drinker is more mature, which has led to most popular beer brands such as Brahma, talking about quality of ingredients and production processes. Ripening leads to a change of habit and subsequent processing in the message of the brands, fleeing the stereotypes from another time, "he says.
PLAY
Today, diversity is the name of the game: as Anheuser-Busch InBev, all the big breweries began to rely on a portfolio of popular, premium and craft beers, playing at all times, and with different teams for each segment, because each requires a specific expertise in the field. The premium segment tends to be the most profitable and appears as the big bet of Ambev, for example, in their balance sheets. What explains this beer premium – which included Stella Artois, Heineken, Sierra malt, Serpa and Teresópolis-has about 20% higher prices of the "mainstream".
Saritha George, marketing director of Kirin, Brazil claims that in the last three years has been remarkable market development of special beers in Brazil, although consumption of mainstream category continue concentrating most of the volume. "We can notice a more qualitative consumption of beers, influenced by the growth of special and the consumer perception of the benefits of responsible consumption. We have noticed recently a preference both by the use of special beers are lighter, such as Pilsen and Weiss, as for other that innovate in flavors and mixtures, such as Baden Baden 5 Grains or Witbier, in 2015 the best beer in the world, at the International Beer Award "comments.
Summer of recession
Paolo Petroni, Executive Director of CervBrasil, which represents the Brewers in the country, says the November production indicators demonstrate difficulty for the resumption of economic growth. In 2016, only the month of September increased over the same month of the previous year, although minimal, in the second decimal place. "For an industry that encompasses more than 50 industrial complexes with world standard technology and generates more than 3 million jobs through its extensive value chain present in all cities and villages of our country, the sense of urgency is very present.
After all, every minute that passes, are produced and distributed approximately of 30000 litres of our products for all Brazil. The economic recession logically reaches all sectors, but the brewing industry continues investing especially in innovation and in new packaging, to meet a new reality of the Brazilian consumer, currently more focused on individual package, lower cost, due to the decrease of their disposable income, "he says.
According to the Executive, the "squeeze" on budget of Brazilian families spared the joy of celebrating the best moments of my life enjoying his beer. The economic difficulties remain, and the scenario remains with high level of uncertainty, low confidence and accelerated reduction of consumer disposable income. The permanence, still in high levels, General indices of inflation and the exchange rate adds up to new tax increases that occurred in several Brazilian States in 2016. "These factors press very business costs, making it often impossible to the sustainability of the business. Consequently, any decisions of the companies transferred to final prices impact heavily marketed volumes ".
Eliana Cassandre, advertising manager of grupo Petrópolis (owner of the brands of beer Itaipava, Crystal, Lokal, Miller, Black Princess, Petra and Weltenburger) says that, in General, the market expectation of stagnation not only for the summer, but for the year, however the average advertising investment remained to face the increasingly fierce competition entry of global players and the growth of special beers. "The profile of consumption has also changed. In a crisis scenario, consumers seeking the best cost x benefit, buying more beer in returnable packaging and drinking more at home than in pubs and restaurants. The self-catering gained even more importance and marks figured that came out winning: Itaipava was, in 2015 and 2016, the one that grew up in this kind of sales channel, "said Eliana.
Repositioning
Who lived the days when beer was synonymous with hot wife and consumed mainly by men less gifted intellectual point of view, understand more strongly the transformations. It was mainly in the years 1990 to the famous "beer wars", a fight, and who had the most potent or the catch phrase poster girl more...
Propmark - 30/01/2017
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