\nPrimele c\u0103r\u0103mizi f\u0103cute \u00een fabrica de la Zal\u0103u, acum \u00een proprietatea Cemacon, au ie\u015fit pe poart\u0103 \u00een urm\u0103 cu 45 de ani. 100 de ani au trecut de c\u00e2nd se produce ciment la Fieni, fabrica fiind acum \u00een portofoliul HeidelbergCement Rom\u00e2nia. Sunt doar c\u00e2teva exemple.<\/p>\n
\n\u201eFabricile vechi care au rezistat p\u00e2n\u0103 acum prezint\u0103 avantajul de a avea un brand \u015fi exist\u0103 speran\u0163\u0103 de revigorare, av\u00e2nd \u00een mod tradi\u0163ional un segment de pia\u0163\u0103 fidelizat, chiar dac\u0103 nu este neap\u0103rat un segment de pia\u0163\u0103 reprezentativ\u201c, afirm\u0103 analistul Mircea Co\u015fea. \u00cen plus, aceste unit\u0103\u0163i de produc\u0163ie au o serie de avantaje, \u00eentre care se num\u0103r\u0103 aportul facil de for\u0163\u0103 de munc\u0103 calificat\u0103, o notorietate crescut\u0103 a m\u0103rcii, costurile reduse cu for\u0163a de munc\u0103, amplasarea strategic\u0103 la nivel na\u0163ional \u015fi \u00een regiune. \u201eDe pild\u0103 marca Dacia s-a p\u0103strat \u015fi joac\u0103 un rol important ca brand\u201c, spune Mircea Co\u015fea. Rom\u00e2nia ca destina\u0163ie de investi\u0163ie \u2013 pentru antreprenori, multina\u0163ionale sau investitori strategici \u2013 nu este important\u0103 at\u00e2t prin prisma pie\u0163ei interne, cu 20 de milioane de consumatori, c\u00e2t mai ales la nivel de regiune, ce reune\u015fte 500 de milioane de oameni.<\/p>\n
\nMarele avantaj al unei fabrici vechi este un brand consolidat, spune Adrian Crivii, pre\u015fedinte al companiei de evaluare Darian. Tot el spune c\u0103 este foarte important ca fabrica s\u0103 aib\u0103 un brand foarte cunoscut, experien\u0163\u0103 \u015fi tradi\u0163ie, dar \u015fi for\u0163\u0103 de munc\u0103 calificat\u0103. Un dezavantaj poate fi amplasamentul, dar \u015fi activele depreciate \u015fi \u00een neconcordan\u0163\u0103 cu tehnologiile actuale. Singurul mare avantaj universal al brandurilor \u201ecu tradi\u0163ie\u201c, spune \u015etefan Liu\u0163e, strategy director \u00een cadrul Storience, este notorietatea lor ridicat\u0103. \u201eDincolo de asta, calitatea produselor \u015fi a promov\u0103rii lor nu \u0163ine deloc de tradi\u0163ie, ci de performan\u0163a recent\u0103 \u015fi prezent\u0103 a echipelor care le gestioneaz\u0103\u201c, declar\u0103 Liu\u0163e. Unele branduri tradi\u0163ionale, completeaz\u0103 reprezentantul Storience, au \u015fi o reputa\u0163ie pozitiv\u0103, care \u00een combina\u0163ie cu notorietatea \u00eenseamn\u0103 performan\u0163e de v\u00e2nz\u0103ri mai bune. Dar acest lucru nu este neap\u0103rat un dat \u2013 exist\u0103 \u015fi destule branduri \u201evechi\u201c care au avut sau au un nume slab, pe bun\u0103 dreptate. \u201eNu e suficient s\u0103 fii un produc\u0103tor cu tradi\u0163ie, trebuie s\u0103 \u015ftii continuu s\u0103 adaptezi tradi\u0163ia \u015fi tehnologia la noile realit\u0103\u0163i ale pie\u0163ei, la noile nevoi ale consumatorilor\u201c, afirm\u0103 Liviu Stoleru, director general \u015fi pre\u015fedinte al consiliului de administra\u0163ie la Cemacon. Un dezavantaj, aten\u0163ioneaz\u0103 el, \u201ec\u00e2nd e\u015fti de mult timp pe pia\u0163\u0103 este faptul c\u0103, la un moment dat, \u00ee\u0163i po\u0163i pierde suple\u0163ea, nebunia \u015fi curajul de a inova. E momentul \u00een care ri\u015fti s\u0103 devii \u00eenvechit. Dac\u0103 nu reu\u015fe\u015fti s\u0103 g\u0103se\u015fti solu\u0163iile salvatoare, \u00eencepe declinul\u201c.<\/p>\n
\nVechimea \u00een pia\u0163\u0103 sau \u00een via\u0163a consumatorilor nu este o valoare \u00een sine, \u00eens\u0103 poate crea premise foarte favorabile pentru construc\u0163ia unor valori ce decurg de aici, spune Andreea Florea, managing partner la Brandtailors. Faptul c\u0103, exemplific\u0103 ea, un produc\u0103tor face telemea de 100 de ani nu e o garan\u0163ie c\u0103 produsul lui este mai bun dec\u00e2t al altuia care are o experien\u0163\u0103 de numai doi ani. Celebra men\u0163iune \u201esince…\u201c f\u0103cut\u0103 \u00een designul multor produse este pur \u015fi simplu o afirma\u0163ie goal\u0103 de con\u0163inut at\u00e2t timp c\u00e2t r\u0103m\u00e2ne la acest nivel declarativ \u015fi superficial, afirm\u0103 reprezentanta Brandtailors.<\/p>\n
\nCUM AU REU\u015eIT? Pia\u0163a rom\u00e2neasc\u0103 este un exemplu de succes aproape f\u0103r\u0103 excep\u0163ie c\u00e2nd vine vorba despre preluarea brandurilor vechi de c\u0103tre multina\u0163ionale sau de reactivarea lor de c\u0103tre antreprenori rom\u00e2ni, spune Andreea Florea. \u201eCu tot farmecul lor intrinsec \u015fi afectivitatea reminiscent\u0103 de care se bucur\u0103, brandurile rom\u00e2ne\u015fti de tradi\u0163ie aveau nevoie de o infuzie de know-how \u015fi profesionalism pe toate palierele, pornind de la strategia de produs \u015fi p\u00e2n\u0103 la promovare.\u201c Efectul \u015fi influen\u0163a brand managementului asupra unor m\u0103rci precum Dacia, Dero sau Rom sunt absolut admirabile, afirm\u0103 Andreea Florea. Pove\u015ftile de tip \u201enoi nu ne vindem \u0163ara\u201c nu-\u015fi au locul \u00een branding, explic\u0103 reprezentanta Brandtailors. Pentru multe dintre m\u0103rcile rom\u00e2ne\u015fti de tradi\u0163ie, preluarea de c\u0103tre companii experimentate \u00een pie\u0163e complexe a \u00eensemnat, dincolo de salvarea de la extinc\u0163ie, revirimentul, extensia \u00een alte categorii relevante, oferte performante pentru consumator \u015fi chiar lansarea cu succes pe plan interna\u0163ional.<\/p>\n
\nCiti\u0163i materialul integral \u00een edi\u0163ia tip\u0103rit\u0103 a Business Magazin, \u00eencep\u00e2nd cu 29 septembrie.<\/p>\n","protected":false},"excerpt":{"rendered":"
Fabrica de bere Timi\u015foreana are o istorie de aproape 300 de ani, iar povestea ciocolatei Kandia \u00eencepe \u00een urm\u0103 cu 120 de ani. Farmec a ie\u015fit \u00een lume cu peste 70 de ani \u00een urm\u0103.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[698],"tags":[18077,7179,7386,5238,280,32671,7367,13688,303,274,60,80,12883],"class_list":["post-112280","post","type-post","status-publish","format-standard","hentry","category-cover-story","tag-avantaj","tag-brand","tag-branduri","tag-consumatori","tag-fabrica","tag-florea","tag-forta-de-munca","tag-iesire","tag-important","tag-incepere","tag-piata","tag-refuz","tag-traditie"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/112280","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=112280"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/112280\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=112280"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=112280"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=112280"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}