Building Meaningfully Differentiated Brands in Peru

JEANETTE YAÑEZ PAJUELO
Account Group Director
Millward Brown, Peru
Jeanette.Yanez@millwardbrown.com


Consumers are more informed and more connected, and have therefore become more demanding, in search of experiences and innovations. Likewise, exposure to global media and content has refined their needs – the conscious ones and unconscious ones – creating a different relationship with brands, strengthening the bonds with those that make them feel recognized or that offer new value proposition. Consumers are wide awake – or at least this is how we perceive them. This transformation has led consumers to go beyond wanting affordable prices and appealing promotions, to different and meaningful experiences that link them emotionally to brands.

In addition, new segments are becoming important. Today, young people – and women in particular – are key to many categories, so that addressing them and positioning brands as desirable has become crucial. These changes are not alien to the traditional and highly valued category of beer. During the past year we have witnessed increased activity, with the entry of new brands and the emergence of a still small – but with high media presence - set of traditionally brewed beers, especially in Peru.

ARE LARGE BRANDS STILL LARGE?

We have seen that the beer category remains one of the strongest in the ranking, holding some of the top positions. In Peru, consumers mainly prefer Cerveza Cristal, “la cerveza de los peruanos” (“Peruvians’ beer”), and Pilsen Callao, “el sabor de la verdadera amistad” (“the taste of true friendship”).

Both brands have solid bonds with Peruvian consumers, but throughout this year we have observed two different approaches. Cerveza Cristal has maintained its value on the basis of its market leadership and its association with something that triggers strong passions – football. Meanwhile, Pilsen Callao has gained importance. The oldest beer in Peru continuously rejuvenates itself through ongoing innovation in terms of image and experiences offered to consumers, communicating freshness and reinforcing its association with true friendship. In this ever-changing environment, it is worth highlighting the work done by both brands, which have managed to keep strong and valid bonds with their consumers.

But beer is not the only category showing important modifications this year. Banks have also been able to find a key factor to trigger closeness with consumers. Their campaigns have sought to generate an emotional relationship with their target audience, focusing on their understanding and identification with users’ difficulties. This is the category at the head of the ranking, with a total of 15 brands – noteworthy, right?

Interbank has launched a campaign focused on saving that connects with viewers, as if talking to a friend, making them feel they really understand what it means to save and live with restraint in order to achieve a goal.

The leader, Banco de Crédito del Perú, works on different points of contact with its customers, presenting itself as constantly concerned with their needs, offering them special products, this is interpreted as closeness.

A key element of this understanding is seen in how brands communicate with consumers. Today communication takes place not only through traditional media, such as television, but through different formats – customers are now multi-screen and connected for about 8 hours a day.

WHAT CAN WE LEARN FROM THESE BRANDS?

To listen to consumers, for they are the ones in control. Listening and then acting creates meaningfully differentiated brands. Reinvention and innovation are also critical elements in provoking the loyalty and/or love that consumers rely on when making a decision. The key is getting close to consumers, being present at important moments, making them identify with the brand. Brands must be part of their consumer’s lives, accompany them, be an ally in their adventures, so that consumers feel proud to be users.

BrandZ LatAm Top 50 2015

BrandZ LATAM 2015 Report Top 50 Report

Top 50 Chart

Top 50 Infographic


Methodology and valuation by Kantar Millward Brown


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