Client Service Director
Millward Brown, Peru
The Peruvian economy saw important growth in recent years, generating changes in consumers: they are now more informed, more demanding, more connected, accessing more and more modern purchasing channels, and seeking new forms of entertainment.
However, in the past two years economic growth has not been as expected, which poses a question for brands: How can they keep generating value in an economic context less favorable than that of the country’s recent “golden age”?
A lot of brands, the most valuable ones, have the answer to this question. These are the brands that achieved a value increase against 2014 despite the situation described.
So, what is it that these brands did in order to grow?
Investment on the Internet
Revenues in the first half year in PEN (Peruvian New Sol).
In the face of the huge change in consumer behaviors, some brands have understood the way to be present in the new digital world.
Although there is still a long way to go, there are brands – like BCP and Interbank – daring to be the first to increase their digital campaigns and create more salience, while favoring the use of the internet and mobile devices to make transactions.
With highly relevant insights and consistent communication, Pilsen Callao has managed to be a meaningful but, above all, different brand by generating a great brand experience, for instance, by celebrating Friend’s Day, or creating “the beer bouquet”.
The presence of the retail sector in the most valuable brands ranking of last year shows that the modern channel is becoming stronger in the country.