Car industry to increase investments in marketing in 2011
DCI
Taking advantage of the good moment of the car industry in Brazil, large companies have already announced they will increase the investments in marketing for 2011. That is the case of Kasinski, manufacturer of motorcycles, and Jac Motors and Chevrolet. A survey conducted by Nielsen Company pointed out that of the earnings of US$ 503 billion of the advertising in the world in 2010, 20% was destined for the car industry.
In Brazil, adding the eight companies of the car sector that invested the most in advertising, marketing and media, the amount of 2010 is at R$ 5.6 billion (US$ 3.5 billion), and in 2011 it is expected to grow 9.5%, compared to 5.6% of the expectation of global growth, according to the numbers of Ibope Monitor. "After the global crisis of 2008, the great leaders in the car industry resumed investing heavily in the emerging markets, which were still lacking heavy investments in advertising", said Janaína Briovick, marketing specialist and Professor at the Methodist University of São Paulo (Umesp).
For the Professor, the growth in the overall investment in advertising, 10% higher compared to 2009, was driven by emerging countries. "According to the numbers of the survey, India, Egypt and Taiwan stood out in 2010 as emerging countries. For 2011, the bet of analysts of around the world is that Brazil stands out as an agent that will leverage the investments in the coming years", he said, referring to the fact the middle class has entered the fight for the purchase of cars in recent years.
And in order to increase the market share Claudio Rosa Júnior, President of Kasinski, announced an investment of R$ 50 million (US$ 31.3 million) in 2011, and R$ 100 million (US$ 62.5 million) in 2012. With the new slogan "Kansisnki Revolucionária (Revolutionary Kansisnki, in Portuguese)", the brand has been consolidating in Brazil in the segment of motorcycles and, according to the Executive, that is due to the extensive work of repositioning of the brand. With an eye on another target public, but betting high in advertising as well, Chevrolet launched last year to campaign for the advertising of the Montana. Without disclosing the numbers of investment, the Marketing Manager Fernanda Bertocini only said the strategy to reach youngsters, adventurers on specialization courses, worked out. To conclude the sales, Bertocini also said there was a great investment on the Internet.
With show host Faustão as poster boy, the Chinese Jianghuai Automobile Company (Jac Motors) also entered the Brazilian market with the right foot. According to Sergio Habib, President of JAC Motors do Brasil, the group invested nearly R$ 380 million (US$ 237.5 million) to sell the imported cars of JAC in Brazil, of which 36% - R$ 140 million (US$ 87.5 million) - were intended for the campaign of the brand. "Two years ago, 52% of our customers claimed to avoid buying a Chinese car; a year ago, that number dropped to 35%", said the Executive, in a recent interview to DCI. He concluded, saying: "What happened is that the 2008 global financial crisis projected Brazil abroad, but it also did the same with China".