custom packaging
One of the subjects that should dominate the market in 2018 will be the World Cup in Russia. Despite the event being held between June 14th and July 15th, at the beginning of the year many companies are starting to define strategies for product launches and holding events that are linked to this international competition.
A great opportunity is to focus on the design of personalized packaging, since it is one of the main showcases for brands to win over their consumers, acting as an invisible salesperson capable of directly driving sales.
Several brands take advantage of the national passion that is football and that gains even more prominence in the year of the Cup to launch specific products for the event or change their packaging and increase business. In the months leading up to the competition, many consumers are already involved with the subject and are looking for items that refer to the event, especially when they are alluding to the Brazilian National Team. Until May 2014, the eve of the World Cup in Brazil, the IBGE identified the growth of almost 5% in the retail trade in the quarter and concluded that thematic actions focused on the World Cup and Mother's Day alone were responsible for 48% of the retail growth rate.
suitable packaging
Companies that have not yet thought about the matter need to quickly define strategies to make their products attractive to consumers who are interested in the World Cup. Planning also becomes fundamental to list which products will have modified packaging and how the promotions for the points of sale will be. An example of good results with the World Cup was the segment of small companies, which earned around R$ 500 million with actions and products for the event in Brazil in 2014, according to data from Sebrae. The information was obtained from a survey of 42 companies that knew how to invest and had excellent returns from competition. These are companies that have defined strategies, launched products with appropriate packaging and won over consumers.
Almost all retail products can have a package referring to the main world football competition, especially in Brazil, where there is a great mobilization of people. However, a lot of attention must be paid to the technical regulations that exist behind the use of big brands, as is the case of the World Cup, especially in the case of creating personalized packaging. In this respect, consulting a professional agency is strategic. André Poppovic, president of the Brazilian Association of Design Companies, in an interview with Folha de S. Paulo, stated that packaging design “is certainly the business area that has the most consolidated and widespread methodologies, the most standardized prices and greater number of players in action. It can be said that packaging design is the most mature area of our market”.
By: Antonio Eduardo
Source: Packaging and Branding.
Available in: https://www.embalagemmarca.com.br/2018/01/oportunidade-a-vista-copa-do-mundo/
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