Marketingul care ingheata reclamele
Vineri, 18 Iulie 2008, ora 00:33
DefSemiHidden="true" DefQFormat="false" DefPriority="99" LatentStyleCount="267"> UnhideWhenUsed="false" QFormat="true" Name="Normal"/> UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> UnhideWhenUsed="false" QFormat="true" Name="Title"/> UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> UnhideWhenUsed="false" QFormat="true" Name="Strong"/> UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> UnhideWhenUsed="false" Name="Table Grid"/> UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> UnhideWhenUsed="false" Name="Light Shading"/> UnhideWhenUsed="false" Name="Light List"/> UnhideWhenUsed="false" Name="Light Grid"/> UnhideWhenUsed="false" Name="Medium Shading 1"/> UnhideWhenUsed="false" Name="Medium Shading 2"/> UnhideWhenUsed="false" Name="Medium List 1"/> UnhideWhenUsed="false" Name="Medium List 2"/> UnhideWhenUsed="false" Name="Medium Grid 1"/> UnhideWhenUsed="false" Name="Medium Grid 2"/> UnhideWhenUsed="false" Name="Medium Grid 3"/> UnhideWhenUsed="false" Name="Dark List"/> UnhideWhenUsed="false" Name="Colorful Shading"/> UnhideWhenUsed="false" Name="Colorful List"/> UnhideWhenUsed="false" Name="Colorful Grid"/> UnhideWhenUsed="false" Name="Light Shading Accent 1"/> UnhideWhenUsed="false" Name="Light List Accent 1"/> UnhideWhenUsed="false" Name="Light Grid Accent 1"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> UnhideWhenUsed="false" QFormat="true" Name="Quote"/> UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> UnhideWhenUsed="false" Name="Dark List Accent 1"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> UnhideWhenUsed="false" Name="Colorful List Accent 1"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> UnhideWhenUsed="false" Name="Light Shading Accent 2"/> UnhideWhenUsed="false" Name="Light List Accent 2"/> UnhideWhenUsed="false" Name="Light Grid Accent 2"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> UnhideWhenUsed="false" Name="Dark List Accent 2"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> UnhideWhenUsed="false" Name="Colorful List Accent 2"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> UnhideWhenUsed="false" Name="Light Shading Accent 3"/> UnhideWhenUsed="false" Name="Light List Accent 3"/> UnhideWhenUsed="false" Name="Light Grid Accent 3"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> UnhideWhenUsed="false" Name="Dark List Accent 3"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> UnhideWhenUsed="false" Name="Colorful List Accent 3"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> UnhideWhenUsed="false" Name="Light Shading Accent 4"/> UnhideWhenUsed="false" Name="Light List Accent 4"/> UnhideWhenUsed="false" Name="Light Grid Accent 4"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> UnhideWhenUsed="false" Name="Dark List Accent 4"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> UnhideWhenUsed="false" Name="Colorful List Accent 4"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> UnhideWhenUsed="false" Name="Light Shading Accent 5"/> UnhideWhenUsed="false" Name="Light List Accent 5"/> UnhideWhenUsed="false" Name="Light Grid Accent 5"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> UnhideWhenUsed="false" Name="Dark List Accent 5"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> UnhideWhenUsed="false" Name="Colorful List Accent 5"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> UnhideWhenUsed="false" Name="Light Shading Accent 6"/> UnhideWhenUsed="false" Name="Light List Accent 6"/> UnhideWhenUsed="false" Name="Light Grid Accent 6"/> UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> UnhideWhenUsed="false" Name="Dark List Accent 6"/> UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> UnhideWhenUsed="false" Name="Colorful List Accent 6"/> UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
/* Font Definitions */
@font-face
{font-family:"Cambria Math";
panose-1:2 4 5 3 5 4 6 3 2 4;
mso-font-charset:1;
mso-generic-font-family:roman;
mso-font-format:other;
mso-font-pitch:variable;
mso-font-signature:0 0 0 0 0 0;}
@font-face
{font-family:Calibri;
panose-1:2 15 5 2 2 2 4 3 2 4;
mso-font-charset:0;
mso-generic-font-family:swiss;
mso-font-pitch:variable;
mso-font-signature:-1610611985 1073750139 0 0 159 0;}
/* Style Definitions */
p.MsoNormal, li.MsoNormal, div.MsoNormal
{mso-style-unhide:no;
mso-style-qformat:yes;
mso-style-parent:"";
margin-top:0in;
margin-right:0in;
margin-bottom:10.0pt;
margin-left:0in;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;
mso-ansi-language:RO;}
p.MsoNoSpacing, li.MsoNoSpacing, div.MsoNoSpacing
{mso-style-priority:1;
mso-style-unhide:no;
mso-style-qformat:yes;
mso-style-parent:"";
margin:0in;
margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;
mso-ansi-language:RO;}
.MsoChpDefault
{mso-style-type:export-only;
mso-default-props:yes;
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:Calibri;
mso-fareast-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
.MsoPapDefault
{mso-style-type:export-only;
margin-bottom:10.0pt;
line-height:115%;}
@page Section1
{size:8.5in 11.0in;
margin:1.0in 1.0in 1.0in 1.0in;
mso-header-margin:.5in;
mso-footer-margin:.5in;
mso-paper-source:0;}
div.Section1
{page:Section1;}
-->
In semestrul I 2008, volumul net de
publicitate la inghetata este estimat la 1,8 milioane de euro. Numarul de
reclame difuzate a crescut cu 24% fata de anul trecut.
Romanii „nu se topesc" dupa inghetata.
Statisticile arata ca un roman mananca doar 1,2 kg pe an. Consumul este foarte
redus fata de cel inregistrat in alte tari europene: Ungaria (3,5 kg), Italia
(16 kg) si Suedia (12 kg). Inghetata nu are loc in frigiderele romanilor. (Cand
se anunta ca pretul carnii de porc va creste cu 25%, in plina vara, cine mai
are pofta de inghetata?) Aceste produs este perceput ca unul racoritor, si nu
ca un desert.
De aceea, consumul in Romania este
sezonier, inregistrand volume crescute in lunile de vara. Bugetele de
publicitate alocate pentru promovarea marcilor de inghetata sunt pe masura vanzarilor.
In primele sase luni ale acestui an, volumul brut de publicitate consumat
pentru promovarea acestui produs pe tv, presa si radio s-a ridicat la 7,98
milioane de euro (calculat pe tarifele-lista), conform monitorizarilor Alfa
Cont.
Volumul este cu 23% mai mare decat cel inregistrat
in aceeasi perioada a anului trecut. Numarul de insertii publicitare s-a
majorat cu 24%. Totusi, volumul net, adica banii cheltuiti pentru promovare,
este estimat la 1,8 milioane de euro.
Toate aceste majorari sunt in concordanta
cu vanzarile de inghetata (in volum si valoric). In fond, daca vanzarile sunt
modeste, atunci si bugetele de promovare respecta (in procente) dimensiunile
acestora.
Trei producatori pe „terenul" publicitatii
Sorin Doru, General Manager al firmei de
consultanta Media Hub, spune ca principalul instrument de marketing al producatorilor
de inghetata este... frigiderul. „Ca sa construiesti o buna retea de distributie
- de la supermarket la chioscul de cartier - costa ceva bani si s-ar putea ca o
buna parte a banilor de marketing sa se duca in aceasta directie", afirma
Sorin Doru.
El considera ca sunt doi factori importanti
care stau la baza investitiilor reduse in publicitate: interesul redus pentru
marketing al producatorilor locali si volumele mici de afaceri ale acestora,
care nu permit sustinerea unor investitii mari in promovare. Daca frigiderul
este „instrumentul de marketing" in aceasta categorie (reteaua de distributie
costisitoare), sa nu uitam ca la acesta se adauga si factura la curentul
electric a comerciantului.
In primul semestru 2008, trei producatori
au jucat pe „terenul publicitatii": Nestle, Napolact si Danone. Toti si-au
dirijat bugetele de comunicare spre televiziune, suportul media cu cel mai mare
impact. Nestle ocupa primul locul in topul celor mai mari investitori in
publicitatea tv, cu 2.457 de spoturi, in valoare bruta de 4,7 milioane de euro.
Este urmat de Napolact (946 de insertii, 2,5 milioane de euro) si Danone (238
de insertii, 570.000 de euro).
Anul trecut, cel mai mare consum de
publicitate pentru marcile de inghetata s-a inregistrat in luna mai, 3,9
milioane euro pe tv, presa si radio. In decembrie, consumul de spatii
publicitare a inghetat: niciun spot tv, nicio macheta de presa!
Sursa: Business24