P&G bet on new packaging and execution in the store to confront crisis in Brazil

Company will invest in improving the assortment of their categories in grocery stores and in more extra points to prevent the results in Brazil are affected by the economic downturn, the P&G defined on the basis of the recent strategic changes in behaviour of Brazilians-who also try to adapt to the current economic situation. The result are actions focused on packs, new packaging more practical. Other bets are in communication range of tuning and your categories in stores, giving greater emphasis to quality, and a closer relationship with retailers.
With this, the expectation is an average growth between 6% and 7% in sales volume in the categories P&G. "Although it is a few percentage points lower than the results of the last years, still will be a good start," said Frederick Heimbeck, Director of market intelligence of the P&G, in a meeting with the press yesterday (25/06) in the afternoon, in São Paulo.
According to the research done by the company itself and some institutes show that 70% of consumers are more predisposed to buy consumer goods with higher added value, not to err in the selection. They are also more likely to consume indulgences, because they are already cutting services and durable goods. In addition, have larger containers and packs preferred to save. "Recent market Data show that the volume of sales of the brands of disposable diapers for children of higher added value are about two percentage points ahead of cheaper brands" Heimbeck said.
Diaper more efficient gondola
To make the category more efficient gondolas, P&G, owner of the Pampers brand, has been working in partnership with retailers. "We have shown that an assortment with excess of discount brands and small packages will not bring good results," said Marina Mizumoto, marketing manager for Pampers. According to her, two supermarkets study compared the results of the categories for the quantity of items in the assortment. The first store worked with eight SKUs and sales volume five times higher than the second, which offered 27 items. "Consumers also want to ease on the purchase. For them, the excess options affect the choice, "explained Marina.
According to the marketing manager, only three brands of disposable diapers for children account for 65% of sales of the category. So, the P&G is having in the assortment the leading brand, a cheaper and a higher added value. The company also recommends include those that are performing investment in dissemination. "It is important not to add tags that will not generate incremental sales," he said. Another suggestion is to have a variety of sizes, to avoid breakage. As for the packages of Pampers, the manufacturer tarbalha with packages with up to 120 drives, which offer higher cost benefit.
Recently, the brand launched a plastic casing with handle replacing a box format. "The audience is more practical to handle and also dropping," said the Manager. Next month, a branding campaign will be launched on TV and on the internet. "The idea is to show that a Pampers is worth two diapers and thus generates savings for consumers," Marina.
More packs in care for hair with Pantene, the P&G has been working different packs that bring together all or part of the solution for hair care. "This is a way to stimulate the sale of more items on a single purchase. After all, the price of the kit comes out cheaper than if each product were purchased individually, "said Isabela Eideard, marketing manager for Pantene.
The manufacturer has also invested in managing care for hair, in order to make the most intuitive gondolas. "Guide to the disposal of products on the shelves follow step by step the use of the solution. Namely, shampoo comes first and following conditioner and treatment creams, "said Isabela.
Another strategy of P&G in Pantene is proposing more retailers extra points and gondola ends, especially with the packs. "We are also suggesting the tubes for treatment in ckeckouts. So, guarantee greater consumer contact with our products and consequently more sales, "said Isabela.