Claudia Pamplona apresenta a matéria final da série Granado: Uma História de Química e Amor desde o séc. XIX

Na coluna de hoje, Claudia Pamplona encerra a série “Granado, Uma História de Química e Amor desde o séc. XIX”, falando sobre o marketing da empresa com Sissi Freeman.

O marketing é um estudo de mercado que avalia o comportamento das variáveis, produtos, preços, praças, promoções, propagandas e publicidade. Um trabalho desafiador que pode ou não viabilizar um negócio.

As estratégias de marketing devem estar ajustadas em uma combinação ideal entre as variáveis acima. Percebe-se que no caso Granado, as tradições e o tempo, são convertidos em inspiração para a programação visual, trazendo cultura e sofisticação, para as lojas, produtos e até mesmo as embalagens. A linha Carioca expressa a relação Granado e o Rio de Janeiro, a embalagem no formato de um rádio retrô nos transporta a “era do rádio” e muito mais…

foto: Bruno Pottier

O breve panorama financeiro da empresa Granado nos permite dizer que estão no caminho certo. O faturamento em 2018, 490 milhões, em 2019, 540 milhões e em 2020, apesar do cenário mundial desfavorável, cresceu 4%. É a prova de que o estudo de mercado da Granado e sua implementação é bastante promissor.

Agora vamos ver o que Sissi Freeman fala sobre o marketing na Granado.

C.P: Qual a principal estratégia de marketing Granado?

S.F: A qualidade. Investimos na credibilidade do consumidor, por isso a empresa não abre mão do formato de produção e da qualidade, incluindo o atendimento nas nossas lojas. Acreditamos que a empresa tem este tempo de mercado por causa da qualidade, e associado a isto, a efetivação dos nossos compromissos com o mercado de forma geral.

C.P: Quem é o cliente Granado?

S.F: Hoje em dia acredito que são as famílias. Voltamos para a questão da diversidade de produtos. Tem produtos para mulheres, homens, crianças, pets, linha de velas e difusores… Com diversos gostos e preços. Podemos dar um presente com embalagens temáticas a partir de R$50 até R$ 490,00, por exemplo. Devido a elasticidade de preços dos produtos Granado, um cliente pode estar em shopping e comprar um com valor menor que R$10,00. E com isso, ficar feliz.

C.P: A Granado tem uma história de atender celebridades. Quem são as célebres pessoas que hoje são clientes Granado?

S.F: Uma lista muito grande. No exterior, podemos citar a cantora-compositora norte-americana Madonna, que usa nossas velas e Bono Vox, nossos sabonetes. No Brasil, a atriz Lília Cabral e a modelo Alessandra Ambrósio.

C.P: Que outras estratégias de marketing são lançadas ao mercado?

S.F: O investimento em produtos sazonais. Produtos que podem ser lançados junto aos períodos comemorativos e eventos. Na campanha da Páscoa deste ano, temos a linha Aurora e outras decorando latas no formato de ovos de Páscoa.  Já para o dia das mães, teremos um lançamento na linha Vintage,  a fragância Rosa Damascena em edição especial, nas versões colônia e sabonetes. 

Acervo Granado

C.P: Acredito que vocês já tenham recebido alguma demanda para serem franqueadores. Existe esta possibilidade?

S.F:Não. A possibilidade de conceder franquias é zero. A representatividade do nosso atacado é muito grande, 75% do faturamento e firmamos um propósito de crescer o varejo de maneira mais lenta. Ainda que a franquia não nos demandaria um alto investimento e conseguiríamos crescer com mais velocidade, esta não é a nossa estratégia.

C.P: A diversidade de produtos e preços acaba protegendo a empresa de uma crise pontual que atinja somente uma determinada classe social?

S.F: Sim, pensamos nisso quando fizemos o projeto para as lojas. Vamos trabalhar com todas as classes sociais. Inclusive, por ser o Brasil um país muito grande e termos gostos diferenciados, entre as regiões que apontam mais ou menos consumo de determinados produtos.

C.P: Qual é o contraponto de ser uma das principais executivas dentro de uma empresa de 150 anos de mercado?

S.F: Temos uma relação transparente na nossa equipe, eu, meu pai, diretores e gerentes. Isso ajuda muito nas decisões. Trabalhamos juntos, então não temos medo. Buscamos muitos diferenciais e se erramos, temos sempre uma alternativa. A empresa já passou por guerras, pandemia e pequenas dificuldades também. Já tivemos experiências negativas e conseguimos nos realinhar. Temos que nos preparar e estar atentos a mudanças. Apesar da pandemia, por exemplo, não deixamos de fazer nossos lançamentos e no último trimestre, 40% do faturamento foi para lançamentos. Se tivéssemos freado, não teríamos o mesmo resultado no varejo. Um outro fato, é que o nosso planejamento não é para soluções imediatas, caminhamos com passos curtos.

Fonte: acervo Granado

C.P: Como a Granado lida com a concorrência?

S.F: A diversidade de linhas e produtos nos deixa em uma situação favorável também em relação à concorrência. Buscamos diferenciais e surpreender os clientes com novidades, fato que nem sempre pode se realizar em empresas maiores. O mercado é muito concorrido neste segmento mas temos uma singularidade que nos ajuda muito.

Uma outra novidade que pode ser encontrada na loja da Rua Primeiro de Março,  no Rio de Janeiro e  Oscar Freire, em São Paulo, são máquinas de gravação que podem personalizar o frasco de vidro com o nome das pessoas. Nas mesmas unidades, foram colocados displays que emitem uma fita com a fragância das colônias Boemia e Imperial.                                                      

Fonte Bruno Pottier

 C.P: Como está sendo entrar na Europa com lojas próprias?

S.F:Na França, já possuímos 3 lojas Granado e uma equipe de 7 pessoas alavancando o projeto de lojas conceito e acompanhando o projeto de expansão na Europa. Em Portugal, temos uma parceria com a Casa Pau Brasil, nossos produtos ainda estão em projeto store in store. Em breve estaremos no El Corte Inglés, em Lisboa. Com a abertura da Europa, esperamos retomar nossos projetos para lá, e Portugal está no nosso radar.

C.P: Que mensagem a entrevistada deixa para o mercado?

S.F: Sempre me perguntam como chegar aos 150 anos de mercado. Temos como objetivo honrar os 150 anos. Para isso buscamos manter a qualidade e manter a credibilidade do mercado. Vamos sempre buscar ações que possam nos manter viáveis por longa data, nos reinventar, se necessário, usar novas opções de logística e adaptar rapidamente às inovações, buscando mudanças necessárias para levar o melhor para nossos clientes. Mas sempre sem perder nossa essência. Somos uma empresa antiga, porém moderna.

Encerramos esta série com a foto do kit caixinha de música da linha Circos, uma homenagem especial às principais colaboradoras de Sissi Freeman, Helena de 7 anos e Luíza de 5 anos, filhas da diretora, que já entendem a necessidade do trabalho na vida da mãe, participam, gostam, e têm esta linha como preferida.

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