O processo de construção de marcas populares: o caso Consul

Abstract

In a competitive scenario, businesses need to develop strategies in order to grow in the marketplace and increase profits. In the international context, countries such as Brazil, Russia, India, and China (B.R.I.C.) represent an opportunity to develop what are considered emerging markets. In Brazil s case, the opportunity to explore a new market became tangible with the introduction of the Plano Real, in 1994, when the lower classes acquired greater purchasing power as the currency stabilized and credit became more readily available. In the first instance, the key to success among lower-income sectors of the population appeared to lie in lower prices. Now, however, it is clear that there is a tendency toward more sophisticated consumption habits, which should prompt businesses to plan the way they manage budget brands so as to ensure the loyalty of these new consumers. With these observations in mind, this study aims to analyze the building process of a strong brand that has become a budget brand, examining the case of Consul, and its launch of the Ideale, the first automatic washing machine designed for low-income consumers. This analysis is underpinned by the definition of the concepts of product and budget brand , and, when considering the building of this brand from a theoretical standpoint, brand value and positioning applied to the concept of budget brand. Additionally, it examines the profile of low-income consumers, based on a number of market surveys. In this analysis, we observed that Consul has made a name for itself in the market with quality products that are user-friendly, reliable, and affordably priced. The brand is well managed by Whirlpool, which periodically conducts brand image and customer loyalty surveys. Its success with the Ideale washer reflects the company s efforts to meet the demands and needs of its target market