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As ?marcas commodities? estão sendo substituídas por ?marcas de comunidades? pelas empresas que realmente procuram atender as necessidades específicas de seus clientes, informou Paulo Standerski, da FGV, no sobre Marcas realizado ontem na Conferência Internacional Future & Food. A conferência está sendo realizada em paralelo à Fispal Tecnologia 2006, com patrocínio da Sig Combibloc e da Caixa Econômica Federal.
As marcas ?commodities? tratam os consumidores como uma massa homogênea, procuram causar impacto e se valem de estereótipos, como a consumidora jovem, bonita e loira de olhos azuis, para representar o público. As marcas de comunidade se dirigem a segmentos com características diversas, procuram transmitir não a mensagem de impacto, mas a de relevância, e em vez de estereótipos, usam arquétipos psicológicos. ?No lugar de "propaganda é a alma do negócio", as empresas com marcas de comunidades se fundamentam em "alma é a propaganda do negócio", ilustrou Standerski. ?Em vez da força da verba publicitária, a força da identidade?.
Rotisserias - Sérgio Nóia, diretor do grupo Pão de Açúcar, chamou a atenção dos participantes da Conferência Future & Food ao citar o avanço das vendas e da importância das rotisserias nos supermercados. ?O segmento está se expandindo, necessitando de mais espaço e estamos tentando entender melhor esse fenômeno?, disse ele, relacionando-o com o crescimento geral do segmento de refeição fora de casa.
Sérgio Nóia disse que viajou para conhecer supermercados com grandes rotisserias no Canadá e na Inglaterra, para orientar seu grupo empresarial na tomada de decisões sobre o assunto. O executivo abordou também a necessidade cada vez mais premente de conhecer bem o consumidor, suas atitudes e hábitos. Disse que nas unidades Compre Bem, pertencentes ao Pão de Açúcar, grupos de pesquisadores visitam famílias de renda mensal baixa em bairros paulistanos como Jardim Ângela, Itaim Paulista e Ferraz de Vasconcelos para ter mais intimidade com as preferências de suas compras alimentares.
A conferência Future & Food é uma iniciativa do Instituto Mercadológico das Américas (IMA) e está sendo realizada no espaço do Americas Business Opportunities (ABO).
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