<<<The Text written below is not related to radares…Mas talking about something extremely important regarding new market trends nacional>>>
According to IBGE, the Class C consists of those whose average monthly family income is between U.S. $ 1,126 and R $ 4,854. Today, with an adjusted minimum wage above inflation, job security for a certain period, government assistance through cash transfers, a Class C market moves R $ 512 billion annually in Brazil. And it's going very well, thank you.
According to research presented recently by the Getulio Vargas Foundation (FGV) in 2003 were 37% Brazilians who made this economic stratum of the population. Today, with a migration of 3.1 million people in classes D and E to C, this number is half of the population.
According to Marcelo Neri, head of the Center for Social Studies and author of the FGV survey, "2009 was definitely not a year of crisis in social statistics." No wonder that joint actions of Marketing and Sales has bombed this demographic segment. Many of their changes in consumption pattern were subtle, if looked at individually, but definitely heated up the market.
In last October, a new movie channel pay TV came with a focus in public: dubbed movies, usually comedies, animations, smoother plots - anything that can support the new and promising phase that these Brazilians live. The tomato paste was replaced by the sauce. The deodorant with alcohol, jet dry. Chocolates with added vitamins and tastes sweeter to the mountains appear on supermarket shelves. Yogurts that were sold in bottles, so far off the shopping list of these people, now comes in family-sized, with a lower price per liter. In last August, believe me, even energy in packs of two liters were released to the public with views C and D.
And the big trump card is the credit. Credit for that good paying, though mostly they do not have a strong sense of financial administration, keep buying, driven by portions that fit in your pocket.
The truth is that companies are borrowing to Class C, and it began to be a headache even some of them. The ten credit cards sold in Brazil today, seven are for her. It is also the 70% loans made for the purchase of property by the Federal Savings. Already there are stores that are giving up twelve times in installments, because the customer does return, at least in a year and a half for a new purchase. Thus, the contact time with the company will be smaller, and communication efforts have to be larger to ensure the return of that client.
In the United States, a post-crisis financial report, published recently by McKinsey & Company shows that companies operating in a market with low level of confidence by investors and consumers. And that is not unilateral. Many financial institutions there no longer extend credit to consumers. But in Brazil, although the level of credit to become intense, occurred just as the United States, a migration of consumers trust companies to other consumers. Social media is a fine example of this: today, 70% of emerging public already uses the Internet. Thus, the best prices, where you got off, the approval or not of a mark, information is disseminated in a way for these new viral internet. They are people today more educated than their parents and grandparents, communicating among themselves in word-of-mouth or the Internet, and whose leisure and cultural consumption.
Philip Kotler mentions in his recent book Winning in Chaos (Ed. Press, 2009), through a survey of 650 executives from companies dives, it was found that the e-mail (to 93% of them) and the Internet (for 81%) keep the lead as preferred channels for business by 2013. In Brazil, the classes are increasingly emerging into contact with the internet, so the investment in stores, mailings and participation in social networks is mandatory. Who has not chased it, unfortunately is already too late.
Another interesting finding of the research is that the FGV Class C has been buying more products with distinctive design, technology, appliances, furniture, decoration, things that are less than ten years were only dreams for it. Many stores have had to adapt to a new profile of consumer - people who have no shame in asking for discounts, which come with price competition at hand and today are much more sensitive to quality.
And the item when it comes to loyalty of these people do fall down so many strategies used so far. They are loyal to price-sensitive parts, and will prefer to buy from those who gave a bigger discount. The concept of competition changes, gives a twist. This is because the budget is usually one with a room for more, but still restricted. So a trip can be exchanged for a cooking game that can be exchanged for a TV LED.
The impact is latent in the industry. Manufacturers of home appliances refrigerators cast features the latest generation, but in a simpler format, with a door, lower volume, and price (read: plot) within the salary began permitting; microwave frame, among other . This brought an increase in production lines, investment in research and development of marketing solutions that reach this audience effectively.
Betting companies in the textile industry confident of expanding its industrial parks, reaching double its production, but not investing in new products, before the rise of the Class C to dress as class A and B.
In the B2B world, the policies of trading or marketing deserve care between the parties. Companies must pay attention to the growing demand and market dynamics. The Chain of Porter explains it well: among the company. To his left, the supplier. On your right, the end consumer. If the latter has great bargaining power with the company due to the numerous competitors, new entrants and substitute products that arose by the desires of Class C, that will reflect on the first link, ie between the supplier and the company. If it less profits, will tighten their belts in time to spend.
A stock that goes back many years, beginning in the segment of clothes, today won adherents in the automotive, food and beverage, pharmaceutical and cosmetics, and others. These are brand new or second. Companies make their product expansions without linking them to their original marks in order to dissociate a possible public disapproval of the traditional name. This strategy is crucial to reach class C, and deserves attention from those responsible for the market research companies. In addition, these new brands will be away from the eyes of the customers A and B, which will protect the company from a possible loss of revenue from them.
Finally, companies should view this scenario as a major factor in macro-environment in its market analysis, and to make decisions guided by explicit opportunities both in the warming of the market brings about the economic risks - such as the formation of a liquidity bubble that is emerging due to so many credits to those consumers.
Class of consumers. Growing. Capitalized. Really no reason to be called Class C She became a target of the national market, and who believe that there will be no impact on their business, they are indirect, can wait for the next fever, if you have financial breath there.
NERI, Marcelo. The New Middle Class: The bright side of the poor. Getulio Vargas Foundation (FGV), which is based on data from the last National Survey by Household Sampling (PNAD). September 10, 2010.
Turret, Andrew. Diving the Poor, Ed Scott, 2009.
MALTA, Cynthia; MARINELLI Luciana. Consolidated, class C changes plans of industry and retailing . Economic Value. Available at: http://www.investimentos.sp.gov.br/noticias/lenoticia.php?id=8937 . Wednesday, July 22, 2009, at 16:20.
LAN, Jony. Born segment of the popular family-size energy. Available at: http://www.mktmais.com/2010/08/nasce-o-segmento-de-energetico-popular.html . Tuesday, August 24, 2010.
Kotler, Philip; CASLIONE, John A. Winning Chaos: lessons from the guru of management and marketing for effective management in times of turbulence. Rio de Janeiro, Ed Elsevier, 2009.