Zeiss is growing well above the market, which is advancing at a speed of 11%
German corrective lens manufacturer Zeiss intensifies marketing efforts to spread the global concept Nobody sees like you in Brazil. With the help of Moma, in advertising, and Target, in the public relations area, the brand shows that each person’s vision is unique, observes marketing director Paula Queiroz. According to the Institute of Geography and Statistics (IBGE), around 40 million Brazilians need visual correction. One of the fastest growing diseases is childhood myopia, a reflection of excessive exposure to screens. The optical market earned more than R$24.35 billion at the point of sale in 2022, growth of 11.17% compared to the previous year, according to the Brazilian Association of the Optical Industry (Abiptica). In Paula’s words, this is a dormant industry, which Zeiss is helping to awaken.
How is the brand’s marketing structured?
We have an area for products already presented in other markets or launched simultaneously with Brazil. Another for campaigns, divided into two parts, one of exclusive actions for our franchises, which are Zeiss Vision Centers. Today, we have a network of 135 franchised stores, with exclusive service and branding vision. And we have a part of campaigns, which I call broad campaigns. She covers the entire market, talking about the brand, products and promotions. where we operate with a more retail approach. Finally, we have a relationship area, with the Zeiss for life program, to ensure closeness and longevity of relationships with users.
Who are the communication partners?
Today, Target and Moma are our partners. Moma has already been working with Zeiss for around three and a half years, and Target recently arrived to give the team of partners more weight with public relations work. There are many challenges, but I have a very happy heritage at Zeiss, a brand that since 1846 has contributed to the evolution of health, science and technology, and society, including the conception of the microscope, the achievement of many Nobel Prizes, the discovery of penicillin, moon photography, and Google Earth these days. There is also the Carl Zeiss Foundation. a company that aims not only at profit. With this background and philosophy, the work becomes easier. When we talk to the trade, medical profession and users, we realize that there is respect, trust and admiration for the brand. People know about Zeiss’ suitability, quality and precision. Now, we need to capitalize on this legacy, incorporate the perceived quality and this history of purchasing corrective lenses annually.
Does this reputational burden help shield the brand in times of social media?
We live in a time of fragile relationships. People are super connected, they have seven thousand friends, but they know only half a dozen. When we talk about health, the relationship has to be sincere. It’s obvious that there is an anarchy of content on social media, where people say whatever they want. A hater simply wants to be. In this context of superficial relationships, iconic brands become a safe place.
Read the full article in the propmark February 26, 2024
