Clipping of news on Brazilian Culture, Law and Citizenship
03/18/2016
This article was translated by an automatic translation system, and was therefore not reviewed by people.
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Sales at Easter are expected to decline 3.4%, according to projections of the CNC, moving R $ 2.8 billion (Flickr) © Powered by Empiricus Consultoria e Negócios Ltda. Sales at Easter are expected to decline 3.4%, according to projections of the CNC, moving R $ 2.8 billion (Flickr)
Most awaited by chocolate companies than for children, Easter is the biggest opportunity of the companies linked to chocolate earn extra money. And the reason is simple: people are willing to spend much more for the product if it is egg-shaped.
The grass chocolate on Easter eggs can cost more than four times more than sold in standard formats sold during the year. (See table at the end of the text)
The egg Bis Traditionally, for example, has 318 grams, and is sold at R $ 39.50 - R $ 0.12 per gram. Already the doubles box of 126 grams which is sold all year costs R $ 3.49. In short in a number: the egg gram costs 4.47 times the gram chocolate.
The survey was done by the report last week in Itaim Bibi in Sao Paulo. Among other products surveyed, the egg Kit Kat, Nestle, costs 3.12 times more than the bar and the talent, the boy, 3 times more.
Why do people pay?
Even though this difference, most people do not stop buying chocolate this time of year. The marketing consultant and brands of Brandwagon, Mark Bedendo, explains why: "People do not mind paying more because that date happens only once a year. It's the same thing occurs in other commercial dates, such as Mother's Day and Valentine's Day for example. "
I'm just thinking about this idea that companies see a way to profit by charging higher prices and investing in advertising. "The companies sell the most expensive prices for the Easter egg is not just chocolate. Consumers shopping for emotional attributes and just not thinking about the functionality of the product. One sees that this egg deum, creating an emotional and playful tie. Just not thinking about spending.
To Bedendo, so the consumer does not see the chocolate egg just like chocolate. "It is worth comparing this date with a football game:. You can watch on TV, but it is not the same as watching in a stadium and this time they understand that advertising has a power boost sales more than the rest of the year, "said Bedendo.
Increased rates
Despite the new taxation of chocolate products come into force only in May, the chocolate itself had a substantial increase (adjustment between 5% and 15%). The economist and consultant varejoFatima Merlin explains that this is directly linked to the current economic scenario, which brought inflation at around 10%.
This scenario, according to Merlin, leads consumers to seek other alternatives for this time of Easter, which "makes room for the homemade egg market and also to the diversification of egg options."
costs
According to Abicab (Brazilian Association of Chocolate, Cocoa, Peanut, Candy and Derivatives), the egg costs also weigh. "The production, distribution and sales chocolate eggs have a team of reinforcement and so industries employ a large number of temporary employees and in some cases these contracts can last up to six months. In addition, the packaging process is made manually and the packages themselves are much larger and more sophisticated than the regular line of chocolates, "he says.
Prediction
Retailers must have a leaner Easter this year. Sales are expected to decline 3.4%, according to projections of the CNC (National Confederation of Trade in Goods, Services and Tourism), moving R $ 2.8 billion.
If confirmed the downturn, will be the second consecutive year of shrinking sales date, which vies with Valentine's Day to fifth place in the ranking of national retail calendar.
© Provided by Empiricus Consultoria e Negócios Ltda.
Source: MSN
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This article was translated by an automatic translation system, and was therefore not reviewed by people.