what brazil can teach the world in terms of innovation, passion and engagement
Post on 18-Oct-2014
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Presented at Fusion Conference, promoted by International Council of Shopping Centers in Chicago (3/3/2010)TRANSCRIPT
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What Brazil Can Teach the World in Terms of
Innovation, Passion !and Engagement!
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What comes to your mind when you
think about Brazil?
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Pedro, a marketing
genius
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At Turtle Beach, in Buzios,
Rio de Janeiro, baked corn cost
R$ 1,50 on a kiosk. Pedro charged R$ 2,00. And
offered dental floss for free!
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Brazil has a history of economic boom and
bust. Our development had been hampered by high inflation and
foreign debt, until economic reforms in the 1990’s. That was
the start of estability of the economy.
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Where are we now?
Retail Sales grew 5,9% in 2009
Unemployment in December was 6,8%
Average workers wage raised 2,2% in 2009
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Brazilian Population: 192 million
Shopping Malls: 397
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Major Markets Consump0on # Shopping Centers
Sao Paulo 8,52% 50
Rio de Janeiro 5,31% 29
Belo Horizonte 1,97% 17
Brasilia 1,87% 12
Salvador 1,65% 10
CuriAba 1,52% 13
Fortaleza 1,29% 8
Porto Alegre 1,25% 15
Recife 0,95% 5
Goiania 0,91% 8
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SOCIAL STRATIFICATION
UPSCALE MIDDLE CLASS POOR
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79% of customers at Brazilian malls belong to levels A and B
Source: Abrasce
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MAIS SHOPPING LARGO 13 / SP
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Passion can be an opportunity for
brand positioning.
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The same can happen with compassion
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Engagement actions intended to
educate and motivate retailer’s
employees
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And to engage customers
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Customers at MorumbiShopping earned a pair of exclusive designed sandals as a gift
when purchased R$ 200.
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And then... Let’s talk?