emotional Wal Mart, Procter, Unilever already being implemented. Experience marketing.
Bayer Aspirin were modernized. The change was global and was in charge of the U.S. but the Argentine market and German were the referents. Patricio Corona marketing area account of the process.
After 20 years it was time to modernize the aspirin. The first step was a study conducted by Interbrand, which test the impressions on different packs from the public in Germany and Argentina (two of the world's largest markets for online). The results showed that consumers received either the idea of \u200b\u200ba refresh of the line but they were unwilling to abandon some of the features of it. "Alternatives 'spins', people rejected them," he tells Patrick Infobrand Corona, marketing manager of Bayer. Thus, the new packs keep the characteristic colors as basic elements, while showing the Bayer cross on a more prominent place than in the previous packages, with the brand (and also change the font of the logo and drugs).
change pivoted from one of two area headquarters of Bayer Consumer Care in the U.S., reaches bayaspirin kits, bayaspirin Forte, Aspirinetas, cafiaspirins and cafiaspirins Plus and also to modernize the designs of the packs, unifies the line image across the world, because Corona explained that "in some countries appeared different elements. Although not in Argentina. "
Argentina is next to the U.S. and Germany, one of the most important markets for the sale of aspirin. "On one hand, the share of our aspirin is higher here. On the other hand, sales increased with the consumption prevention, "says Corona.
While sales usually motorized with the introduction of new consumption occasions, in the case of aspirin, "I find new uses and benefits that are discovered every year," according to Corona. Not at all markets, meanwhile, aspirin is an OTC product that is consumed for prevention, "this is not the case in traditional countries like some in Europe," says marketing manager. In Argentina, the line of aspirin is the most important "by far" of the consumer division of Bayer, "in sales, profitability and sales."
The new kits will be developed locally on the ground that the laboratory has currently produced Pilar where this whole line of medicines.
Does crisis alter the local marketing plan?
is something we should go monitorenado as they pass the time, but today we are not going to cut investment in communication, or to change the mix of marketing or media, except perhaps for some run of the standard open to the cable TV, according to the cost-benefit ecuasión . We're going to keep the radio and Internet shares Berocca and some streets for bayaspirin.
What's new media?
do not yet see the benefits of new media. Although our agencies bring us proposals. We are restricted to promotional activities and then we will not give up. Berocca only suit us, for their particular audience.
source:
http://www.infobrand.com.ar
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