MARKETING TO THE MIDDLE CLASSES - BRAZIL - JANUARY 2018

MARKETING TO THE MIDDLE CLASSES - BRAZIL - JANUARY 2018

Jan 2018 Mintel LifestyleN/A Price :
$ 3995
Even with a slight improvement of the economy, the Brazilian middle class is still cautious toward its spending and consumption habits. These consumers are looking for ways to save money when shopping all kind of items and are also doing at home, in the most economical way, what they used to do out of home. Online discounts and loyalty programs are great allies of consumers willing to save money, offering customized promotions and price comparison, but there are still barriers putting middle-class consumers off these benefits
Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Challenges
Economic instability, especially among young people, affects the middle class
Limitation of some purchasing methods that generate discounts
Opportunities
The Brazilian economy improves
Teaching forms of entertainment, personal care, and eating at home appeal to the middle classes
Consumers are interested in exclusive experiences and personalized discounts
What we think
THE MARKET WHAT YOU NEED TO KNOW
Economic improvement and jobs creation generate optimism
MARKET DRIVERS
GDP growth
Figure 1: Brazil's GDP variation Q2 2015 to Q3 2017
Inflation drops
Figure 2: Consumer price variation, January 2016-October 2017
Increase in job creation
Youth unemployment reaches highest rate in two decades
KEY PLAYERS WHAT YOU NEED TO KNOW
Extra and Po de Acar invest in promotions and customized discounts
Brands use social media and chatbots in campaigns and promotions
Brands invest in different strategies to enhance customers loyalty
MARKETING CAMPAIGNS AND ACTIONS
Extra and Po de Acar launch apps that offer customized discounts
Figure 3: "Po de acar Mais apresenta: Meu Desconto" campaign
Figure 4: "Clube Extra apresenta: Meu Desconto" campaign
Fanta creates promotion via chatbot in partnership with McDonalds
Figure 5: Free coupon, Fanta and Mc Donald's
Coca-Cola encourages use of returnable bottles
Figure 6: "#JunteETroque Coca-Cola Retornvel" campaign
Carrefour sells ugly fruits and vegetables with discount
Figure 7: "nicos Forma e preo como voc nunca viu" campaign
Farm partners with Enjoei and recycles used clothes
Figure 8: "[FARM + ENJOEI = VOLTA PRA MIM] xod que vai, desejo que vem!" campaign
Magazine Luiza invests in online promotions with unusual strategies
Figure 9: "Ao Black Post" campaign
Fast foods invest in promotions that stimulate sharing a meal
Figure 10: Burger King Combo King Senior
Figure 11: "KFC Chicken Share" campaign
Service brands invest in loyalty programs
Figure 12: Nubank Rewards
THE CONSUMER WHAT YOU NEED TO KNOW
Entertainment options at home can appeal to the middle class
Brands need to stimulate use of discounts and loyalty programs
Secondhand products appeal to parents with children under 3 years old
Good online review is important to consolidate middle-class consumers
Customized discounts can attract middle-class consumers
GENERAL SPENDING
Entertainment options at home can appeal to the middle class
Figure 13: General spending, entertainment, November 2017
Beauty products to be used at home gain space
Figure 14: General spending, beauty and personal care, November 2017
Figure 15: "E a, T Pronta?" campaign
Encouraging middle-class consumers to eat at home
Figure 16: General spending, food and drinks, November 2017
Figure 16: "No s pode, como deve" campaign
Exchange of used products for discounts can be an opportunity
Figure 17: General spending among C12 consumers, November 2017
Figure 18: "Vivo Renova" campaign
Figure 19: "Casas Bahia Recompra" campaign
Figure 20: "Ikea 2 vida" campaign
DISCOUNTS AND LOYALTY PROGRAMS USAGE
More traditional saving methods are still the most widely used
Figure 21: Discounts and loyalty programs usage, by socioeconomic group, November 2017
Brands need to stimulate use of discounts and loyalty programs
Figure 22: "Chegou o app Ita Light" campaign
Cash-back service is the least used saving method
Figure 23: "Crazy Cash" campaign
Figure 24: SCOUPY Cashback tutorial
SPENDING HABIT CHANGES
Large packages sold in wholesale stores can appeal to the middle class
Figure 25: Spending habit changes, C12 consumers, November 2017
Secondhand products appeal to parents with children under 3 years old
Figure 26: Spending habit changes, secondhand products, C12 consumers with children, November 2017
Figure 27: Arena Baby Sistema de troca
E-commerce offering healthy food and drinks promotions can appeal
ATTITUDES TOWARD MEDIA AND ADVERTISING
Good online reviews are important to attract the middle class
Figure 28: Attitudes toward media and advertising, C12 consumers, November 2017
Figure 29: "Reclame Aqui" ranking Top 5 companies that have solved most problems in the past 30 days vs. worst companies, December 2017
Middle-class women are more likely to be influenced by celebrities, while men are more likely to be influenced by experts
Figure 30: Attitudes toward media and advertising, by gender, C12 consumers, November 2017
Figure 31: Colgate Luminous White Advanced - Campaign with Camila Coelho
TV programs are important to encourage experimentation
Figure 32: Attitudes toward media and advertising, TV programs and use of other devices during TV breaks, C12 consumers, November 2017
ATTITUDES TOWARD PRODUCTS AND BRANDS
Customized discounts can attract middle-class consumers
Figure 33: Attitudes toward products and brands, C12 consumers, November 2017
Campaigns with real consumers appeal to the middle class
Figure 34: Attitudes toward products and brands, by the desire to see more ads with genuine consumers, November 2017
Figure 35: "No deixe sua vida passar em branco" campaign
Figure 36: "Momentos que marcam" campaign
Figure 37: "Transforme-se em voc" campaign
Unique experiences can be a good way to keep middle-class consumers
Figure 38: Attitudes toward products and brands, C12 consumers, November 2017
APPENDIX ABBREVIATIONS
Abbreviations

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