O Play with the Market is a new program, carried out in partnership with the company Sport Promotion, which seeks to interview great names in the world of communication. In the second episode, Rubens Nigro, VP Commercial of Sports Promotion, received Isabella ZakzukSenior Marketing Director at P&G.
A P&G is one of the largest consumer goods multinationals in the world and is present in 90% of Brazilian homes with its broad portfolio that ranges from brands of cleaning products to medicines. It is a company that seeks innovation in the market and still believes in investing in social practices, going beyond business.
When asked about the challenges foreseen for 2022, Isabella comments on the changes caused by the pandemic in consumer habits, which affect the company’s communication and offer. She also highlights the issue of Brazil’s macroeconomic scenario and the public’s reaction to it, such as rising inflation.
“We know that, with the pandemic, many consumer habits have changed. In 2022, we will have to understand which of these habits will remain and which will change again. With this, we will need to adapt our offer and our communication to the public, and this is a great challenge”, she says.
Isabella also highlights the evolution and acceleration of trends in recent years, with increasingly faster communication and making “1 to 1” marketing increasingly relevant to consumers. Massive marketing is not enough, it is necessary to have a cautious strategy that brings together the right offer and message to the consumer, at the right time. Seeing the surrounding society is also essential for a brand to succeed in the market.
P&G and sports
P&G is a brand that has several brands within its portfolio, which are linked to the sports world. The purpose of the company is to support and bring visibility to athletes and modalities, providing opportunities for inclusion and diversity in this environment.
“It’s about us opening paths and spaces so that new modalities and more people can be included in the sport scene, which has everything to do with our purpose. Sponsoring sports, giving more and more visibility and resources, makes us fulfill our commitment to develop and expand values”, says Isabella.
Check the interview in full:
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