Natura and Unilever are planning to invest in marketing the same as in 2015

Consumer companies Natura and Unilever intend to at least keep the marketing investments at current levels in 2016. The two companies continue with enhanced investments in TV, but also depart for new media, such as online, to reach more targeted audiences and to "do more with less". The scenario, say their CEOs, demanding improved productivity and cost control.
Unilever, which manufactures a variety of products such as SOAP, Omo, Kibon ice cream, Silk shampoo and Knorr soups, made investments of r $ 1,93 billion on advertising in Brazil during the first half this year, with 21% drop as compared to the same period in 2014, according to data from Ibope Media. From January to June 2014, the company was the largest advertiser in the country.
The costs of Natura cosmetics and perfumes maker with sales, marketing and logistics totaled r $ 1.39 billion in the first six months of the year, up 10.3 percent. The company does not disclose the individual numbers of investment in marketing.
Fernando Fernandez, President of Unilever Brazil, believes that the company's performance should improve next year and Roberto Lima, President of Natura, States that positive changes in the country can come even sooner than expected if consumer confidence is restored. The executives attended this event organized by the magazine "& Medium", in São Paulo.
Fernandez said the company has noticed changes in consumption of habit more steeply in recent months. He cites a polarization between the products of high value (premium) and the more economical. States that you need to find an equation for the competitive categories continue to grow.
The President of Unilever pointed out that this is not the first economic crisis that the nation faces and that the geographic range of the multinational is a strategic advantage. "Hardly what happens today did not happen in another country or in another time." The company has been present for 85 years in Brazil.
For the two CEOs, the scenario is searching for alternatives to improve productivity and cost control.
Natura in Lima, said that companies must take advantage of the next few years to dry and portfolios to promote adjustments that emphasize the management and efficiency, while continuing to invest in innovation. Fernandez stressed Unilever's commitment to invest in the country in the long run.