Innovative Marketing in Brazil
Tabajara Bertelli Costa Cia. Ultragaz S.A.
Exceptional Energy for the Andes WLPGA Andean Regional Summit 2014 Cartagena, Colombia 29th January 2014
Brazilian LP Gas market
Challenges
Innovative marketing
Household marketing
Bulk marketing Sustainability
Brazilian LP Gas market
Everybody uses LP Gas in Brazil 7,3 MMTon/Year
70% of sales in 13-Kg cylinders
95% of households all over the country
Home cooking
12 cylinders sold per second
350 000 direct and indirect employees
best business practices and safety
Sales require Service of Home Delivery 30 MM cylinders/month
80% ordered by phone
Extensive Dealers Network
Branded Cylinders
Bulk Sales stand for about 23% of the Market Urban Small Bulk
Industrial applications, commerce and services
Legal restraints of use
Challenges
How to reach and attend the Consumer
Qualified Retailer’s Network
Convenience, service and readiness to deliver
Channels of sales and payment options – more convenience
Research and Development of New Applications Versatility allows diversity of applications
Competitive energy
New possibilities may come from a new regulation
Innovative marketing
Objective
To build a strong brand through a value proposition that adds differentiation
To be the sector reference and client’s desire brand
Innovative marketing Cylinder
One to one
Partnership
Events and
sponsorships
Promotion
Media Integrated
communication
• Differentiation (leader, pioneer and a specialist)
• Communication Attitude: integration with consumers
• Parthnership: Brand Experience
Innovative marketing One to One
Strengthen brand Ultragaz
Maintain or increase market share
Enchant the customer
Package ludic interactive actions to housewives and family
Cultural Contest
Door to Door and fairs
Promotion Bought, Won
Reporter Ultragaz
Innovative marketing Partnership
• Offer differentiated products and services to target
• Intensify the relationship and strengthen our share of mind
• Create trial
OVER 65 MILLION
SAMPLES!
Innovative marketing Events and sponsorships
• Closer relationship with the consumer
• Enhancing image company committed to the welfare and safety the family
• Strengthen quality attributes and safety of blue cylinder
• Stimulate sales with the end customer loyalty
No Morning Like This! Flying with my Hero The most beautiful Home’s Specialist
Innovative marketing Promotion
Marketing Action “Rewarded Choice”: the customer buy our blue bottle to compete for prizes such as homes and cars.
Innovative marketing MEDIA
Prospecting Resellers
• TV: Merchandising + Film 30” • Dealer Kit • Prospecting Kit • Magazine
Magnet
Innovative marketing Bulk
Pre sale
• Prospection: video and folder
• Press Media
Operate on priority segments of each market region evidencing Ultragaz advantage as an “energy solution provider” (brand, product, service and performance) according to each customer:
Post sale Pre and
post sale
Actions against other
energy competitors • Support unit
• Events • Special dates
• Merchandising
• Fair • Parthnership
• University Project
• Marketing Pack • Aerosol
Customized Projects
• Marketing pack against natural gas
Innovative marketing Pre Sale
Condominium Bar & Restaurant
Bakery
Main specialized
magazines in the industry
Innovative marketing Post Sale VIP Events for premium clients
Innovative marketing Pre and Post Sale
Fispal International Fair of Services and Products for Foodservice.
Agrishow Latin America biggest and most completed fair of agricultural technology.
Innovative marketing Action against natural gas
Folder to specific public
Innovative marketing Customized Projects
Besides being an energy provider, also distributes aerosol propellant.
The company provides tailor-made propellant provider, ensuring supply and technical support.
Aerosol
More than 250,000 customers with individual account.
Condominium Kit
Sustainability In the value chain
1L
1
Sustainable Shop
• Garbage Selective Collection
• Reduction in water consumption
• Reduction in energy consumption
• Green wall
• LPG heated water
Ultragaz Cultural Project –
Cinema Big Trailer
The Ultragaz Cultural promotes
and disseminates culture to
underprivileged social classes and
communities around Ultragaz.
More than 117.000 people served,
with more than 1200 film sessions
in 22 states.
Collecting Used Cooking Oil Project
Partnership with the BUNGE (a global and
integrated agribusiness, food and bioenergy
company) and ULTRAGAZ.
ULTRAGAZ collect customer’s used cooking
oil and offering an ecological soap made
from the collected product.
Conclusion
Despite acting in a commodity market we believe that is possible to build strong brand and consumer loyalty through Technology investment, innovation, exclusive dealer channel
and “Innovative Marketing” support.
Thank You! Tabajara Bertelli Costa Director Cia. Ultragaz S.A. [email protected]