{"id":3419,"date":"2020-12-10T08:21:48","date_gmt":"2020-12-10T06:21:48","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/lectii-de-branding-in-pandemie\/"},"modified":"2020-12-10T08:21:48","modified_gmt":"2020-12-10T06:21:48","slug":"lectii-de-branding-in-pandemie","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/lectii-de-branding-in-pandemie\/","title":{"rendered":"Lec\u021bii de branding \u00een pandemie"},"content":{"rendered":"

Fie c\u0103 vorbim de branding de produs, de companie sau de angajator, 2020 a venit cu lec\u021bii de neuitat pentru ownerii de branduri. Anul care se \u00eencheie a fost dominat de responsabilitate social\u0103 \u0219i sustenabilitate, iar companiile care \u0219i-au materializat promisiunile din campaniile de comunicare au c\u00e2\u0219tigat cel mai mult, at\u00e2t din punct de vedere al imaginii, c\u00e2t \u0219i al v\u00e2nz\u0103rilor.<\/em> De Dochi\u021ba Zenoveiov<\/p>\n

Se spune c\u0103 un retailer trebuie s\u0103 aib\u0103 cea mai mare grij\u0103 de angaja\u021bii s\u0103i, pentru ca ace\u0219tia la r\u00e2ndul lor s\u0103 aib\u0103 ca prioritate principal\u0103 clien\u021bii. Iar juc\u0103torii prezen\u021bi pe pia\u021ba local\u0103 chiar \u0219i-au manifestat preocuparea fa\u021b\u0103 de angaja\u021bi: le-au ar\u0103tat mai mult\u0103 flexibilitate \u0219i le-au permis celor din sediile centrale s\u0103 lucreze de acas\u0103, au luat m\u0103suri sporite de siguran\u021b\u0103 \u00een magazine, au acordat bonusuri consistente. De exemplu, Kaufland a anun\u021bat \u00een luna noiembrie c\u0103 acord\u0103 beneficii de un milion de euro angaja\u021bilor din Rom\u00e2nia, dup\u0103 ce la sf\u00e2r\u0219itul lunii martie alocase 1,6 milioane de euro \u00een acela\u0219i scop. Companiile din FMCG au ac\u021bionat \u00een mod similar. Produc\u0103torii nu au f\u0103cut rabat \u0219i au luat toate m\u0103surile posibile \u00een fabrici, pentru a-\u0219i proteja angaja\u021bii dar \u0219i pentru a asigura continuitatea businessului. A\u0219adar, brandul de angajator a fost \u00een luminile reflectoarelor \u00een acest an mai mult ca oric\u00e2nd. Chiar dac\u0103 unele companii au stopat procesul de recrutare, nu au \u00eencetat s\u0103 comunice pe zona de employer branding.<\/p>\n

Dac\u0103 ne referim la oamenii din branding, putem spune c\u0103 pandemia nu i-a influen\u021bat prea mult deoarece prezen\u021ba la birou nu este strict necesar\u0103, iar un brand se poate construi \u0219i de acas\u0103, dac\u0103 exista deja o strategie. <\/p>\n

Online sau la birou, companiile care aveau deja o cultur\u0103 organiza\u021bional\u0103 coerent dezvoltat\u0103 au performat mult mai bine dec\u00e2t celelalte, aflate brusc \u00een situa\u021bia de a desemna o echip\u0103 care s\u0103 se ocupe de acest aspect. Companiile multina\u021bionale au implementat declara\u021biile din misiune \u0219i viziune, \u00een timp ce numeroase afaceri rom\u00e2ne\u0219ti au profitat de aceast\u0103 perioad\u0103 pentru a le articula.<\/p>\n

Juc\u0103torii care se bucurau de o reputa\u021bie solid\u0103 \u0219i experien\u021be pl\u0103cute \u00een rela\u021bia cu shopperii au fost prefera\u021bi de ace\u0219tia \u00een detrimentul celor care aveau o notorietate mai slab\u0103, de\u0219i unii dintre ei au sistat temporar comunicarea cu stakeholder-ii. Cea mai mare provocare a businessurilor mici \u0219i medii \u00een materie de branding \u00een aceste luni a fost lipsa resurselor necesare. Pe de alt\u0103 parte, reputa\u021bia se construie\u0219te \u00een timp \u0219i \u021bine de competen\u021be, \u00eencredere, rela\u021bionare, iar acestea sunt p\u00e2n\u0103 la urm\u0103 construite de angaja\u021bii companiei, mai ales \u00een retail \u0219i FMCG.<\/p>\n

Subliminal, clien\u021bii se \u00eendreapt\u0103 c\u0103tre brandurile care \u0219i-au construit o reputa\u021bie bun\u0103, iar tendin\u021ba s-a accentuat \u00een pandemie. Retailerii interna\u021bionali au profitat de acest trend \u0219i s-au extins constant, aduc\u00e2nd \u0219i formate noi \u00een pia\u021b\u0103. R\u0103m\u00e2ne de v\u0103zut c\u00e2t de profitabil\u0103 a fost expansiunea abia c\u00e2nd bilan\u021burile pe 2020 vor fi publice. Trebuie subliniat c\u0103 spre deosebire de retailerii non-food, cei din food nu \u0219i-au modificat deloc planurile de expansiune: astfel, Profi a ajuns la 1.350 de unit\u0103\u021bi, iar Mega Image a atins pragul de 800 de magazine, ca s\u0103 men\u021bion\u0103m doar companiile cu cea mai mare penetrare a pie\u021bei.<\/p>\n

Pozi\u021bii dominante pentru brandurile interna\u021bionale <\/p>\n

Dac\u0103 \u00eenainte de pandemie departamentele de marketing func\u021bionau pe baza unui istoric \u0219i pe baza compara\u021biilor, \u00een acest an marketerii s-au trezit peste noapte \u00eentr-o situa\u021bie complet nou\u0103 \u0219i din p\u0103cate impredictibil\u0103. \u00cen consecin\u021b\u0103, numeroase companii au redus drastic bugetele aferente, de la research \u0219i p\u00e2n\u0103 la comunicare, \u00een condi\u021biile \u00een care ac\u021biunile de BTL au fost t\u0103iate oricum de pe list\u0103. Cert este c\u0103 acum este nevoie mai mult ca oric\u00e2nd de research, pentru c\u0103 acesta este momentul \u00een care se schimb\u0103 comportamentele cump\u0103r\u0103torilor. De exemplu, o \u00eentrebare la care toat\u0103 lumea caut\u0103 un r\u0103spuns este \u00een ce direc\u021bie s-au dus \u00een 2020 bugetele alocate de clien\u021bi \u00een 2019 vacan\u021belor. <\/p>\n

\u00cen ceea ce prive\u0219te comunicarea, majoritatea brandurilor \u0219i-au recalibrat mesajele \u0219i au renun\u021bat s\u0103 mai comunice cel mai mic pre\u021b. De asemenea, marea parte a companiilor nu au \u00eencetat s\u0103 \u021bin\u0103 leg\u0103tura cu consumatorii, \u00een special \u00een social media \u0219i \u00een online, de\u0219i ar fi putut s\u0103 o fac\u0103. To\u021bi \u0219i-au adaptat \u00eens\u0103 mesajele \u0219i au abandonat creativitatea \u00een comunicare, ax\u00e2ndu-se pe mesaje de \u00eencurajare, sus\u021binere, solidaritate. Dac\u0103 ne \u00eentoarcem la piramida lui Maslow, din comunicarea companiilor din retail \u0219i FMCG au disp\u0103rut mesajele sofisticate, acestea fiind \u00eenlocuite de mesaje de baz\u0103, ce con\u021bineau sfaturi legate de igiena personal\u0103 \u0219i cea a locuin\u021bei, p\u0103strarea distan\u021bei sociale, purtarea m\u0103\u0219tii.<\/p>\n

Brandurile din portofoliul multina\u021bionalelor s-au reg\u0103sit pe pozi\u021bii dominante, majoritatea ref\u0103c\u00e2nd o parte din campaniile din 2020 \u0219i am\u00e2n\u00e2nd anumite ac\u021biuni pentru 2021. Cele care au reu\u0219it cu adev\u0103rat s\u0103 fie aproape de clien\u021bi, la propriu \u0219i la figurat, au \u00eenregistrat cel mai mare avans, un bun exemplu \u00een acest sens fiind Glovo \u0219i Bringo. O parte din shopperi au migrat de la brandurile premium la cele mainstream, iar al\u021bii, de la mainstream la primul pre\u021b, pe fondul reducerii bugetelor \u0219i al unui viitor asupra c\u0103ruia planeaz\u0103 posibilitatea unui nou lock-down dar \u0219i a unei crize economice. <\/p>\n

Pe fondul trendului de consum local, pentru companiile rom\u00e2ne\u0219ti este un foarte bun moment s\u0103 ias\u0103 \u00een eviden\u021b\u0103 \u0219i s\u0103 dezvolte branduri solide, cu produse de calitate care s\u0103 le genereze vizibilitate \u00een r\u00e2ndul consumatorilor.<\/p>\n

Canalul online faciliteaz\u0103 abordarea direct\u0103 a consumatorilor<\/strong><\/p>\n

Indubitabil, vedeta anului a fost comer\u021bul online, care a avansat \u00een 2020 c\u00e2t \u00een ultimii trei-patru ani la un loc. Conform unui studiu iSense din luna noiembrie, cele mai mari cre\u0219teri \u00een comer\u021bul online, ca urmare a schimb\u0103rilor de comportament pe fondul pandemiei, au fost \u00eenregistrate pe segmentul de catering\/livr\u0103ri de m\u00e2ncare g\u0103tit\u0103 (124%), respectiv FMCG (110%). Inciden\u021ba pl\u0103\u021bilor cu cardul a crescut cu 17% fa\u021b\u0103 de anul trecut, iar \u00een topul magazinelor \u0219i aplica\u021biilor de cump\u0103r\u0103turi din categoria FMCG se afl\u0103 Carrefour, Kaufland, eMAG, Bringo \u0219i Auchan. Rezultatele studiului sunt perfect explicabile, \u021bin\u00e2nd cont c\u0103 mul\u021bi shopperi evit\u0103 magazinele fizice \u0219i transportul public din cauza aglomera\u021biei, iar livr\u0103rile la u\u0219\u0103 nu doar c\u0103 sunt mai sigure, dar salveaz\u0103 \u0219i timpul petrecut \u00een trafic. <\/p>\n

Probabil singurul trend din FMCG care nu a fost adoptat de pia\u021ba local\u0103 a fost cel de direct-to-consumer, prin care lideri de pia\u021b\u0103 din mai multe categorii s-au reorientat c\u0103tre abordarea direct\u0103 a consumatorului. <\/p>\n

Pandemia a modificat comportamentul de shopping, mul\u021bi clien\u021bi \u00eendrept\u00e2ndu-se c\u0103tre magazinele online sau cump\u0103r\u00e2nd produse alimentare sau de cur\u0103\u021benie engross, pentru stocare. \u00cen acest context, unele branduri au v\u0103zut o oportunitate \u00een a se adresa direct clien\u021bilor, prin propriul canal de v\u00e2nz\u0103ri online. Acesta era p\u00e2n\u0103 acum o excep\u021bie, pu\u021bine branduri adopt\u00e2nd aceast\u0103 strategie. Nestle a lansat \u00een 2019 un magazin online interna\u021bional pentru brandul KitKat, \u00een contextul \u00een care Nespresso, primul brand din portofoliu care a deschis propriul magazine online, ob\u021binuse rezultate remarcabile. \u00cen luna mai a acestui an, Pepsi a lansat pe pia\u021ba american\u0103 dou\u0103 magazine online, PantryShop.com \u0219i Snacks.com, pe fondul major\u0103rii consumului de produse tip snacks. Un alt exemplu \u00een acest sens este Heinz, care a venit \u00een \u00eent\u00e2mpinarea consumatorilor din Marea Britanie cu platforma HeinzToHome.co.uk, unde cump\u0103r\u0103torii pot comanda pachete predefinite de produse. Motivele sunt cumva evidente: o astfel de platform\u0103 confer\u0103 independen\u021b\u0103 fa\u021b\u0103 de retaileri \u0219i de media, genereaz\u0103 cash \u00een mod direct, dar mai ales permite companiilor s\u0103 ob\u021bin\u0103 informa\u021bii despre clien\u021bii lor \u0219i comportamentul lor de achizi\u021bie. Iar \u00een aceste vremuri incerte, aceste date sunt nepre\u021buite.<\/p>\n

Citeste articolul in Revista Progresiv<\/em>
\n<\/p>\n","protected":false},"excerpt":{"rendered":"

Fie că vorbim de branding de produs, de companie sau de angajator, 2020 a venit cu lecții de neuitat pentru ownerii de branduri. Anul care se încheie a fost dominat de responsabilitate socială și sustenabilitate, […]<\/p>\n

Read More… from Lec\u021bii de branding \u00een pandemie<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3419","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"\nLec\u021bii de branding \u00een pandemie - INOVEO<\/title>\n<meta name=\"description\" content=\"Fie c\u0103 vorbim de branding de produs, de companie sau de angajator, 2020 a venit cu lec\u021bii de neuitat pentru ownerii de branduri.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/lectii-de-branding-in-pandemie\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lec\u021bii de branding \u00een pandemie\" \/>\n<meta property=\"og:description\" content=\"Fie c\u0103 vorbim de branding de produs, de companie sau de angajator, 2020 a venit cu lec\u021bii de neuitat pentru ownerii de branduri.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/inoveo.ro\/en\/branding-en\/lectii-de-branding-in-pandemie\/\" \/>\n<meta property=\"og:site_name\" content=\"INOVEO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/inoveobranding\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-10T06:21:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png\" \/>\n\t<meta property=\"og:image:width\" content=\"336\" \/>\n\t<meta property=\"og:image:height\" content=\"416\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Inoveo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@inoveobranding\" \/>\n<meta name=\"twitter:site\" content=\"@inoveobranding\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Inoveo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/lectii-de-branding-in-pandemie\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/lectii-de-branding-in-pandemie\\\/\"},\"author\":{\"name\":\"Inoveo\",\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/#\\\/schema\\\/person\\\/b2385fd5dcd9d87cf609b6f457fc4a0b\"},\"headline\":\"Lec\u021bii de branding \u00een pandemie\",\"datePublished\":\"2020-12-10T06:21:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/lectii-de-branding-in-pandemie\\\/\"},\"wordCount\":1391,\"publisher\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/lectii-de-branding-in-pandemie\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/inoveo.ro\\\/wp-content\\\/uploads\\\/2019\\\/07\\\/logo_magazinulprogresiv.png\",\"articleSection\":[\"BRANDING\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2020\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/inoveo.ro\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/lectii-de-branding-in-pandemie\\\/\",\"url\":\"https:\\\/\\\/inoveo.ro\\\/en\\\/branding-en\\\/lectii-de-branding-in-pandemie\\\/\",\"name\":\"Lec\u021bii de branding \u00een pandemie - 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Anul care se încheie a fost dominat de responsabilitate socială și sustenabilitate, [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/lectii-de-branding-in-pandemie\/\">Read More...<span class=\"screen-reader-text\"> from Lec\u021bii de branding \u00een pandemie<\/span><\/a><\/p> [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/lectii-de-branding-in-pandemie\/\">Read More...<span class=\"screen-reader-text\"> from Lec\u021bii de branding \u00een pandemie<\/span><\/a><\/p>","category_list":"<a href=\"https:\/\/inoveo.ro\/en\/category\/branding-en\/\" rel=\"category tag\">BRANDING<\/a>","comments_num":"0 comments","_links":{"self":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3419","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/comments?post=3419"}],"version-history":[{"count":0,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3419\/revisions"}],"wp:attachment":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/media?parent=3419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/categories?post=3419"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/tags?post=3419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}