Carlos Ferreirinha: Atributos do segmento de luxo
Empresas devem investir na criação de segmentos especiais para atender aos consumidores mais exigentes
A atuação no segmento premium está profundamente marcada pelo trabalho realizado para entender as aspirações do consumidor. Para Carlos Ferreirinha, palestrante do Fórum HSM Marketing & Customer Trends, considerado a principal referência do negócio de luxo no Brasil, qualquer empresa pode se apropriar dos atributos desse segmento e levá-lo para sua atividade, independentemente do segmento em que atua.
“Sua empresa não precisa ser uma Mercedes Bens e é possível criar uma divisão na empresa para atender determinado público-alvo ou carteira de clientes oferecendo produtos e serviços diferenciados”, explicou Ferreirinha.
O especialista deu como exemplo a estratégia escolhida pela rede de fastfood McDonalds, que investiu na criação de uma área de café para os clientes.
“As marcas de luxo não entregam produtos que consumidores necessitam. As compras são estimuladas pelo prazer, é puramente emocional”, definiu ele. Ferreirinha enumerou os atributos valorados nos produtos do segmento premium.
Os nove atributos do luxo
• Atemporalidade
• Inacessibilidade
• Universalidade
• Excelência
• Perfeição
• Originalidade
• Qualidade
• Tradição
• Beleza
Ferreirinha também mencionou diversos mercados que cederam à “premiumnização” de seus produtos e serviços, como o das cervejas, dos bancos e dos cinemas.
Dando como exemplo a estratégia escolhida pela rede Cinemark, ele lembrou que a empresa que é pioneira no segmento de “cinema premium”, oferecendo serviços que incluem champagne e pipocas aromatizadas com azeite trunfado.
“O pioneirismo da rede fez com que os consumidores decidam qual a sala de cinema que irão assistir seus filmes antes mesmo de escolher o que irão assistir. E fica claro que, neste caso, o consumidor busca a experiência de desfrutar de um novo tipo de serviço e não somente o filme em si”.
Entre os principais desafios que a “premiumnização” enfrenta para ampliar ainda mais a sua influência sobre os mercados tradicionais do Brasil ainda é a falta de mão de obra capacitada para atender a este novo consumidor.
“O brasileiro ainda é um povo muito espontâneo. A disciplina é um aspecto muito importante para atender a determinados padrões de qualidade exigidos neste segmento”, conclui Ferreirinha.
Portal HSM
27/09/2011
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Carlos Ferreirinha: Premiumnização do mercado tradicional
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