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Texture My Way and Aunt Jackie’s test
DGBranding in Association with Feira Preta Brazil
Quali Research Report
São Paulo, October 24th, 2014
1. Briefing
2. Research methodology
3. Presenting the participants
4. Habits and consumer Attitudes
The relationship with hair in terms of consumption
5. Understanding about brands consideration
6. Aunt Jackie’s – Product and Value Perception
7. Texture My Way – Product and Value Perception
8. Final considerations
9. Recommendation and next steps
Backup
1. Brazilian Economy Overview
2. Some research’s picture
Summary
Briefing
Briefing:
Understand the behavior of black women in São Paulo and their relationship with their hair in terms of: A) Monthly Expenses B) Products C) Points of Purchase 1| Get a feedback about House of Cheatham’s products: Aunt Jackie’s and Texture My Way in terms of: A) Perception B) Adhesion C) Estimated Price 2| Identify communication opportunities and others sales channel possibility 3|
“Price” Very important
Methodology Research
Methodology Research
We did 2 qualitative groups with black women*, residents in São Paulo, with age between 18-32 years old and salary range between US$ 769,47 up to US$ 3.317,60 / per family - the “New Middle Class” in Brazil.
How was the dialogue:
• Participant's presentations;
• What’s “feel good” for their.
• Lifestyle and others.
Warm up
• Products • Beauty Salons • Preferences
Channel
Beauty Universe • Packing • Smell and Texture • Estimated Price
House of Cheatham Products
Presenting the participants
Name: Janaína Age: 25 Occupation: Events Producer
Name: Juliana Age: 26 Occupation: Events Producer
Name: Viviane Age: 29 Occupation: Biomedicine Student
Name: Amanda Age: 21 Occupation: Law Student
Name: Bianca Age: 27 Occupation: Advertising
Name: Naylah Age: 28 Occupation: Report Analyst and Actress
Name: Kizzy Age: 24 Occupation: Singer
Presenting the participants 1st Group
Name: Richelle Manoel Age: 29 Occupation: Sales Manager
Name: Débora Age: 29 Occupation: Social Educator
Daughter of Beatriz
Name: Preta Ferreira Age: 29 Occupation: Government employee
Name: Beatriz Age: 31 Occupation: Advertising
Name: Lucinaira Age: 32 Occupation: Actress
Name: Andreia Age: 31 Occupation: Import Analyst
Presenting the participants 2nd Group
Habits and consumer Attitudes
We started our discussion asking them: “What is feel good with herself”? and we saw that the beauty for these women
is the way to express what’s inside them!
“In my opinion is to look myself to the mirror and like what I’m seeing”(Preta)
“First of all, be well about myself
refers to my state of mind” (Bianca)
“be well without worrying about what
people say”(Nailah)
I feel good with myself, when I realize that I have an identity! (Juliana)
In fact, the topic about “Identity” is absolutely relevant to them, because in Brazil, unfortunately the most of beauty references they aren’t black women
There are many beautiful black women in media, but in general, they’re associated to stereotype of “Woman of Samba” or “imposing butt women” and only!
Note 1: Note 2:
Just to ilustrate:
Recently the TV Sitcom "Sexo e as Nega" of Rede Globo, the
larger broadcast television of Brazil, was target of several
critics of Civil Society Organization to reinforce stereotype
prejudice's of black women in terms of "study", "gender" and
role in the society.
But it isn't want to say that:
They're reactives! Of course, not! The ladies like to be represented, but respecting to their social history, their capacity to facing a racist society and their role in the world. They like to be represented but when their genuine potentials are also represented! In this terms, the black beauty through hair, could be a shield to demonstrate: force, self-awareness, knowledge, and…
identity
But to feel good in day by day, the women need more than conceptual thought, they need accessories that help them to get more visibility and recognition!!
1. 2.
3.
4.
1.
2.
3.
4.
Makeup
Earrings
Sunglasses
Rings and bracelets
Important to highlight the face
Reinforce the femininity: “I feel naked without it”
It’s just to show style and connection with fashion trends
Gold color are preferred
If acessories are so important to their, we can think in the future, offer a promotion like that: 1) After buy the product, the consumer applies for a acessory as: 1 Sunglass by “Gucci” or a “Makeup collection”, for draw.
Then, what we can talk
about hair specifically?
“The hair is the biggest protagonist of the look” (Viviane)
About “hair”, they say…
We always seek a reference for us
They arranged their hair , but also look at the hair of other women
References in media universe for black women in São Paulo
Sheron Menezes Actress
Thalma de Freitas Actress and Singer
Thais Araujo Actress
Paula Lima Actress
Some videos of them:
h"p://www.youtube.com/watch?v=nOMtgtVEAVw;
h"p://www.youtube.com/watch?v=98GSoaLnFOY;
h"p://www.youtube.com/watch?v=isp1nRJJjgU;
h"p://www.youtube.com/watch?v=JAnXVq33l1g;
We can think in promote some of them to be the “Brand Ambassador” or invite a “petit comite” to launch the House of Cheatham products in a event in São Paulo!
Sheron Menezes Actress
Thalma de Freitas Actress and Singer
Thais Araujo Actress
Paula Lima Actress
To them, there are basically 3 different kinds of hair…
Straight hair Wavy hair Curly hair
Kinds 3c and 4c (level of curly)
But, several kinds to “work” with it:
Dredlock Black Power Hair Extensions
They say, it`s not easy to take care of their hair! It’s a timing-consuming process, painful, expensive, but,
the result is more important off all that!
To achieve results
no limits! “I have to detangle, rinse, but I'm seeing progress” (Preta)
“I invest money and time , try imported product with friends .” (Richelle)
“I caught a little borrowed with some friend to do the pre-test” (Debora)
So, we asked: Which brands do you like to use more often?
And…
The most remembered (and wanted)
“There are Avon products to afro hair that I usually buy. They’re very good!” (Naylah)
In their opinion these are the most powerful brands in the market and the products meets their needs. For them, popular products in Brazil are more accessible, but in terms of quality, it
disappoints!
International brands mentioned And possible brand competitor
They know "Angel" and "Deva", but don’t like thesse products. They said that the results
aren't good.
Popular brands for them
The price isn’t a decision driver to purchase. The question for them is: “When the product achieves results, this makes be good”
Attention point:
Hair care is not cheap. Women spend on average 10% up to 15% of salary with it!
Between R$ 100,00 up to R$ 150,00 with products
* U$S 42,00 up to U$S 61,00
Between R$ 100,00 up to R$ 400,00 in beauty salons (haircut or hair maintenance)
* U$S 42,00 up to U$S 165,00
*Considering U.S dollar with value of 2.42
Between R$ 100,00 up to R$ 550,00 in hair care, products and
salons!!
*Considering U.S dollar with value of 2.42
* U$S 42,00 up to U$S 227,00
That is to say, they spend
The preferred brands are not in big retail market. They're in small stores specific to cosmetics, hair products and beauty in
general or in some hairdressers salons like...
where they found it?
But, if brands are so important for them,
About Beleza Natural was born of the entrepreneurship of its four members, among them is Heloisa Assis, known as Zica, who has spent 10 years with her husband Jair researching a formula to treat curly hair. Rogério Assis and Leila Velez, ex-employees of McDonald’s and co-founder partners, have brought an innovative process for our services similar to an assembly line, moreover keeping concern with an outstanding service and rigid standards of quality. In the 70�S Heloisa Assis was not satisfied with her hair. “I did not wanted to straighten them, but there were no products on the market that would keep my curls less wild.” Zica did a course of hairdresser and began mixing products until she reached the famous formula of the Super-Relaxing treatment, opening up space for a market not much explored in the early 90�s. In 1993, together with her partners, she opened the first store. It was a huge success. It didn’t take long before the queues started to form and the team began to work until dawn to attempt to meet the enormous demand. The expansion was inevitable.
READ MORE: http://belezanatural.com.br/en/categoria/empresa/
h"p://www.youtube.com/watch?v=dcDjzatV2BE;
Colorful Informative Tutorial vdeos On line orientation
Beleza Natural on digital universe - website
About For nearly 50 years, Ikesaki Cosmetics is committed to being a channel of credibility between the beauty industry and customers: professionals and consumers. And even after more than one million customers, is committed to continue being the store of beauty professionals. To keep pace with evolving and pioneering the Ikesaki Cosmetics is always looking for new technologies in line with the industry and with the professional beauty of Brazil and the world. Because it believes that the achievement of market leadership is with continuous learning, hard work and respect for the community. All this to share with clients across the country through its stores in the state capital, telesales and external sales, what is best in perfumery, cosmetics, toiletries, accessories and professional equipment. For together, connected and integrated, we can grow even more the beauty market in Brazil turning it into a source of creation and business. Ikesaki. The Mega Store the beauty professional.
6 STORES in SAO PAULO
Professional “look & feel”
Ikesaki consumers club
Tutorial vdeos On line orientation
Ikezaki on digital universe - website
Promotion to ladies and their hairdressers.
About
73 stores 72 of them in São Paulo. 1 in Minas Gerais
The first store of Perfumaria Sumirê appeared in Jacarei, São Paulo in 1982. Ahio was founded by Mr. Koga and his family, who, with keen vision of the market, realized the need for open space for the sale of products to beauty. The name has Sumirê Japanese origin and means violet flower which represents beauty, delicacy and naturalness of women. The network has expanded, the result of hard work of pioneering, which provided full assistance for new members without anything in return. The unity and mutual cooperation between all the stores make the success of Sumirê group, which now has over 65 stores. Looking at the beauty market broadly, the Sumirê group created the special division, Sumirê Vip Professional to meet the professional beauty. The first Sumirê Vip Professional emerged in 2002 in Santos / SP with exclusive and differentiated products and services for this segment. Today there are 15 that have the Sumirê's Vip Professional division, offering Technical Centre for training of various professionals working in this area, with current courses and different techniques, the sales of exclusive brand products and furniture for beauty salon.
About
The “Galeria do Rock” is a large shopping center and above all an important cultural center of the city of São Paulo. It comprises 450 shops targeted by many styles, both public profile as types of services. Not only market-oriented and trade, Galeria do Rock today has a role as a disseminator of trends. Deeply respected by young and faithful regulars multigenerational Gallery is based on the spread of three concepts: Art, Music, and attitude. From heavy to pop, from tacky to trendy, which is in its corridors is an atmosphere where we breathe forefront.
Some hairdressers
Nega Isa Visual Black Hawai Black Power
They think that the most important in these channels (as Sumirê) are:
Price
Variety
Friend's Indication
Blogs that give
information
Fan Page
Promotions
Presenting House of Cheatham
products
Before to present the House of cheatham’s line, we understood what kinds of products are most
important for them. There are basically 4 types:
Shampoo Conditioner Moisturizer Combing
Cream
1; 2; 3; 4;
Texture My Way Product and Value Perception;
Packaging Smell and texture Estimated Price Ideas and
Suggestions
Texture My Way Product and Value Perception;
Packaging
Packaging
“Looks like me
brazilian” (Lucinaira)
Packaging
“Oh my god! It’s, organic? It’s so good, because get close to the natural ” (Beatriz) “Green and yellow, cool!” (Debora)
In the 2 groups, the first impression of “Texture My Way” was good!! The ladies say the pack really remembered an organic product and it’s important to ensure results that don`t damage their hair The products grouped seem a terrific line treatment and individually, their potencial should be tested!
Packaging
Texture My Way Product and Value Perception;
Smell and texture
Smell and texture
“The smell is wonderful” (Richelle)
“I liked it because doesn’t stick on hand, will stay in the hair.” (Debora)
Smell and texture “I’m really surprised with these products.” (Nailah)
“In fact package doesn’t influence either, because if I know the quality of the product, I buy.” (Amanda)
“I’m agree with Amanda, and being organic, is better.” (Preta)
Smell and texture
About smell and texture, “Texture My Way” was performed also well. The ladies don’t like the products that stick in their hands, they say the best products are those which fix in their hair, leaving a good smell!
Texture My Way Product and Value Perception;
Estimated Price
Estimated Price
First of all, we asked them, how much they think these products will cost. But, we wanted to know more!! We wanted to know their perceptions in levels as:
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX
PRODUCT;
I certainly would buy. It’s cheap!
I’ll buy. It isn’t cheap, but is not expensive!
I’m not sure if I’ll buy
Results of this exercise…
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 50,00
R$ 35,00
R$ 25,00
US$ 20,66
US$ 14,46
US$ 10,33
R$ 35,00
R$ 30,00
R$ 20,00
US$ 14,46
US$ 12,39
US$ 8,26
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 60,00
R$ 40,00
R$ 30,00
US$ 24,79
US$ 16,52
US$ 12,39
R$ 60,00
R$ 40,00
R$ 30,00
US$ 24,79
US$ 16,52
US$ 12,39
Yes!!! The ladies believe that “conditioner” is an expensive product and here, the surprise is: the value they think the
product will cost is the same they willing to pay.
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 50,00
R$ 35,00
R$ 25,00
US$ 20,66
US$ 14,46
US$ 10,33
R$ 35,00
R$ 25,00
R$ 20,00
US$ 14,46
US$ 10,33
US$ 8,26
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 120,00
R$ 80,00
R$ 40,00
US$ 49,50
US$ 33,05
US$ 16,53
R$ 80,00
R$ 70,00
R$ 60,00
US$ 33,05
US$ 28,90
US$ 24,7
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 35,00
R$ 20,00
R$ 15,00
US$ 14,46
US$ 8,26
US$ 6,19
R$ 30,00
R$ 25,00
R$ 20,00
US$ 12,39
US$ 10,33
US$ 8,26
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 80,00
R$ 50,00
R$ 40,00
US$ 14,46
US$ 8,26
US$ 16,52
R$ 60,00
R$ 50,00
R$ 40,00
US$ 12,39
US$ 10,33
US$ 8,26
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MAX
MIN
MAX R$ 200,00
R$ 150,00
US$ 82,60
US$ 61,90
R$ 280,00
R$ 250,00
US$ 115,70
US$ 103,30
All Product Line
Aunt Jackie’s Product and Value Perception;
Aunt Jackie’s Product and Value Perception;
Packaging Smell and texture Estimated Price Ideas and
Suggestions
Packaging
This packaging is very beautiful, looks me more professional than other! (Richelle)
In fact, when we look it, we perceive that it's more professional than other product, may be more chemical! (Debora)
Aunt Jackie’s Product and Value Perception;
Smell and texture
“It’s nice smelling!.” (Janaína)
Smell and texture
“The smell is very good!.” (Juliana)
“Please tell me how much it will cost! I loved it!!.” (Amanda)
Smell and texture
About smell and texture, “Aunt Jackie’s” was very well evaluated! In fact, the ladies say it's an option for those don't want to lost time! For them, this line has "professional properties", so, the results could be more interesting than "Texture My Way". The results of "Aunt Jackie's" could be faster than "Texture My Way". Anyway, they don't discard the possibility to use "Texture My Way, especially
those want follow a natural life in terms of products consumption!
Aunt Jackie’s Product and Value Perception;
Estimated Price
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 80,00
R$ 75,00
R$ 60,00
US$33,05
US$ 30,90
US$ 24,7
R$ 60,00
R$ 50,00
R$ 45,00
US$ 24,7
US$ 20,66
US$ 18,05
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 60,00
R$ 40,00
R$ 35,00
US$ 24,79
US$ 16,52
US$ 14,46
R$ 40,00
R$ 50,00
R$ 40,00
US$ 16,52
US$ 20,66
US$ 16,52
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 60,00
R$ 30,00
R$ 25,00
US$ 24,79
US$ 12,39
US$ 10,33
R$ 30,00
R$ 25,00
R$ 15,00
US$ 12,39
US$ 10,33
US$ 6,19
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 40,00
R$ 25,00
R$ 15,00
US$ 16,52
US$ 10,33
US$ 6,19
R$ 30,00
R$ 20,00
R$ 15,00
US$ 12,29
US$ 8,26
US$ 6,19
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 80,00
R$ 50,00
R$ 40,00
US$ 33,05
US$ 20,66
US$ 16,52
R$ 50,00
R$ 30,00
R$ 20,00
US$ 20,66
US$ 12,39
US$ 8,26
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 50,00
R$ 35,00
R$ 20,00
US$ 20,66
US$ 14,46
US$ 8,26
R$ 40,00
R$ 30,00
R$ 20,00
US$ 16,52
US$ 12,39
US$ 8,26
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MED
MAX
MIN
MED
MAX R$ 40,00
R$ 30,00
R$ 25,00
US$ 16,52
US$ 12,39
US$ 10,33
R$ 30,00
R$ 25,00
R$ 15,00
US$ 12,39
US$ 10,33
US$ 6,19
Estimated Price
as I think it will cost
as I am willing to pay
MIN
MAX
MIN
MAX R$ 400,00
R$ 360,00
US$ 165,28
US$ 148,76
R$ 250,00
R$ 200,00
US$ 103,30
US$ 82,60
Conclusions
Conclusions – Top Lines
Hair to Ladies Brands Channels House Of Cheatham
Very important and difficult to take care. There are many enterprises in the market, but any is so specific to hair of black ladies, different of product range to curly hair of one or other big industry as Avon or L'oreal. They know and don't like these international brands: "Deva" and "Angel" because the results isn't efficient to them.
There are many but with low fidelity. The ladies like to try different kinds and brands of products, influenced for their friends, hairdressers and messages that they receive by internet.
There are few, but important channels to work. In general they talk about 4: Perfumaria Sumirê, Ikezaki, Galeria do Rock and Beleza Natural. But in fact, we saw that hairdressers have high influence power to persuade their clients. So, in our opinion, promote a kind of relationship with these professional is absolutely important to "Texture My Way" and "Aunt Jackie's".
The products were very well evaluated!!! They like the package, they like the smell and they like the texture. Here, the price is the biggest doubt! We offered some products to participants to evaluate two or three weeks after the research their opinions! We're receiving the feedback of them and we'll send you it.
Recent message that we received from one participant.
Diego, I used the "Texture of my Way" and the products are very good! Iliked it, the hair stays lightweight, and released but without volume ... I met the "La la curl" is great, defines curls same, the two lines do not engorduram wires, even exaggerating in the use ... I hope it doesn't it will very expensive at all, I think we exaggerate the suggestion of values (…) Kiss !!!
Recommendations
Unfortunatelly we don't know the costs involved in these products (production, taxes, etc) So, we prefer don't touch this
subject like recommendation.
In terms of price… Recommendations
These products in this market without communication, is difficult to have success. So, we recommend work with 3 crucial pillars:
Web Activation with
promoters in beauty salons
Point of purchase materials
1. 2. 3.
Recommendations
- Brand Ambassador - Bloggers (2 or 3) - Website - Fanpage
- Hairdresseers Endorsement to promote indication
- Explicative Displays’
Brazilian Economy Overview
Backup
Font
e: N
ielse
n |
Reta
il In
dex
126 100
152 172
194 225 224
1994 1998 2002 2006 2012 2013 1995
In;10;years,;the;Nielsen;basket;SHRINKS'FOR'THE'FIRST'TIME'
Source:;N
ielse
n;/;R
etail;Ind
ex;
REDE DE PROTEÇÃO SOCIAL
EMPREGO E RENDA
CRÉDITO
Fundaments;that;sustain;the;consump_on;show;SIGNS'OF'WEAKNESS'
SOCIAL;PROTECTION;NETWORK;
;
EMPLOYMENT;AND;INCOME;LEVELS;
;
;CREDIT;
;
120 de reais
distribuídos
bilhões 50
de pessoas beneficiadas
milhões
383 2013
386 2012
100 2003
306 2006
Inde
xado
em
200
3 Fo
nte:
Min
istér
io d
o De
senv
olvi
men
to S
ocia
l e C
omba
te a
Fom
e
ÍNDICE DE BENEFICIÁRIOS INDEX;OF;BENEFICIARIES;
INDEX;OF;BENEFICIARIES;Bolsa;Família;(Brazilian;social;welfare;program);reaches;;
STABILITY;;in;the;number;of;beneficiaries;
'120'billion''reais;distributed;;;;;
in;10;YEARS;
;50;million;;
people;benefi"ed;
;;
Inde
xed;in;2003;
Source:;Social;D
evelop
men
t;and
;An_
JHun
ger;M
inistry;
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right
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14 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
5
DESEMPREGO Taxa de Desocupação %
RENDA MÉDIA Variação vs ano anterior %
Apesar da mudança de ritmo, o cenário ainda se mostra positivo
9,6
7,4
4,9 4,6
3,9
3,1
4,0
1,6
2006 2009 2012 2013 2006 2009 2012 2013
Font
e: IB
GE
Income;and;unemployment;levels;
BEGIN;TO;SLOW;DOWN;Despite the slower pace,
the scenario remains positive
UNEMPLOYMENT'Idleness;rate;%;
AVERAGE'INCOME'Versus;last;year;%;;
Source:;IBG
E;
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right
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ny. C
onfid
entia
l and
pro
prie
tary
.
6
Font
e: B
acen
SIGNS'OF'STABILIY';IN;CONSUMER;CREDIT;;;Interven_ons;in;the;economy;cool;down;demand;
'CRED
IT'TO'INDI
VIDUALS'
; Source:;B
acen
;(Brazilian;Ce
ntral;Bank);
SELIC'TAX'
Fonte: Bacen
2006
24,5
2006
35,4
2012
43,5
2013
45,5
IMPORTÂNCIA DO ABASTECIMENTO NOS LARES (%)
Dívidas referentes a veículos e imóveis Fonte: Nielsen | Homescan 360º
SEM DÍVIDAS
ENDIVIDADO
22,0 18,1
% da renda acumulada em 12 meses
2006 2009 2012 2013
;was;responsible;for;affec_ng;the;consump_on;of;families;;
Indebtedness ;%;of;income;accumulated;in;12;months;
%;of;debt;in;provisions;for;the;home;
;No;debt;
In;debt;;Source:;Bacen;Debts;regarding;vehicles;and;proper_es;Source:;Nielsen;/;Homescan;360º;
Fonte: Nielsen | Homescan 360º
RENDA
GASTOS
AB C DE Gasta 15% mais do que ganha
Valores em R$ Renda e gasto médio
The;Brazilian;middle;class;spends;15%;more;than;they;earn;
;Expenses;3,116;
Income;2,924;
Spends;15%;more;than;what;they;earn;;2,199;
Figures;in;R$;Average;income;and;expenses;;Source:;Nielsen;/;Homescan;360º;
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onfid
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pro
prie
tary
.
9 Fonte: IBGE
Arroz
31,8%
Feijão
14,2%
Farinha de Trigo
30,2%
Batata Inglesa
24,8%
Leite Longa Vida
17,2%
Tomate
14,7%
40% 31% 22% INFLAÇÃO * (IPCA)
*Arroz e feijão: Variação acumulada 2013 vs 2011 | Outros: Variação 2013 vs 2012
Middle;and;working;classes;are;more;affected;
by;price;increases;
Rice; Beans; Wheat;flour; Potato;Carton;of;
milk;Tomato;
;Infla_on;rate;*;(IPCA;–;Consumer;prices;index);
;*;Rice;and;beans:;%;2013;vs.;2011;/;Others:;%;2013;vs.;2012;
;Source:;IBGE;
Co
pyr
igh
t ©
20
14
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e N
iels
en C
om
pan
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on
fid
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pro
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etar
y.
12
1,5% preços administrados
8,5% Alimentos e bebidas
6,5% higiene pessoal
Preços administrados
Crédito
Flutuação do dólar
Commodities
Fonte: IBGE Fonte: Bacen | Relatório Focus: 28/2/14
Prices are likely to keep rising
5.9% IPCA (inflation rate)
2013
controlled prices
hygiene products
food and beverages
Controlled prices Credit
Dollar Fluctuation Dollar Fluctuation
2014 estimate
Source: IBGE Source: Bacen / Focus Report 2/28/2014
Antes do plano real HIPERINFLAÇÃO • Compra do mês • Busca por preço
INFLAÇÃO Sob controle • Consumidor
compreende a dinâmica • Compra de reposição
Manutenção do controle INFLACIONÁRIO • Maior competitividade • Mais opções de compra
CRESCIMENTO SUSTENTÁVEL
Atual ameaça INFLACIONÁRIA • Indícios de
racionalização de compra para manter as conquistas obtidas
20 years of Plano Real (Brazilian currency plan) Achievements for the consumer
Before plano real Hyperinflation • Monthly grocery shopping
trips • Search for best price
Inflation rate under control • Consumers understand
the dynamics • Buy what they need
Keeping inflation rate under control • More competitiveness • More purchasing options
Current inflation threat • Signs of rationalizing
purchases to maintain achievements
Sustainable growth
Inflation changes the
buying behavior
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right
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Reduz suas idas ao ponto de venda COMPRA DO MÊS
Tamanhos de embalagens OPÇÕES DE DESEMBOLSO
Troca por marcas mais baratas TRADE DOWN
Reduz volume RACIONA A COMPRA
Diversifica canais BUSCA POR CUSTO BENEFÍCIO
REDUZ CONSUMO FORA DO LAR e serviços supérfluos
Consumers;make;choices;to;keep;The;standard;of;living;they;have;achieved;
;SPENDS;LESS;OUT;OF;HOME;and;on;superfluous;services;
Diversify;channels;LOOK;FOR;A;GOOD;VALUE;
Go;less;frequently;to;sales;points;MONTHLY;SHOPPING;TRIP;
Package;sizes;SPENDING;OPTIONS;
Switch;for;less;costly;brands;TRADE;DOWN;
Reduced;volume;RATIONALIZE;PURCHASES;
April 9th
Highest;infla_on;rate;in;March;in;11;years;
Infla_on;skyrockets;
Pictures
Backup
Pre-Work
Photographer – Alisson Prando
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Ass
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Participantes wainting…
Participantes wainting…
participants presenting themselves A
dria
na Ba
rbo
sa w
atc
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first gro
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Knowing produts…
Knowing produts…
Moderator asking and doing price exercise…
Girls befriending…
Thank you!
Contact: Diego Gervaes E-mail: [email protected] Telephone number: +55 11 97282-8506 Adriana Barbosa E-mail: [email protected] Telephone number: +55 11 98336-1012
DGBranding in Association with Feira Preta Brazil
