{"id":198302,"date":"2021-10-27T10:00:08","date_gmt":"2021-10-27T10:00:08","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=198302"},"modified":"2021-10-27T10:00:08","modified_gmt":"2021-10-27T10:00:08","slug":"promovarea-brandurilor-romanesti-la-export-ar-putea-genera-intoarcerea-in-tara-a-unui-profit-multiplicat-de-sute-de-ori","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=198302","title":{"rendered":"Promovarea brandurilor rom\u00e2ne\u015fti la export ar putea genera \u00eentoarcerea \u00een \u0163ar\u0103 a unui profit multiplicat de sute de ori"},"content":{"rendered":"

\n\u2666<\/span><\/span> Companiile au nevoie de sprijinul statului pentru a se extinde peste grani\u0163e.<\/strong><\/p>\n

\nDezvoltarea brandurilor ro\u00adm\u00e2\u00adne\u015fti at\u00e2t pe plan local, c\u00e2t \u015fi pe pie\u0163ele externe se traduce \u00een final printr-un nivel de cre\u015ftere mai ridicat pentru economie \u015fi printr-un nivel de trai mai bun pentru consumatorii autohtoni. Aceasta este una dintre concluziile des\u00adprin\u00adse \u00een urma videoconferin\u0163ei ZF Branduri ro\u00adm\u00e2ne\u015fti – Valen\u0163ele pozitive ale lui \u201emade in RO\u201c, organizat\u0103 mar\u0163i de Ziarul Financiar.<\/p>\n

\n\u201eEste important s\u0103 avem bran\u00adduri \u015fi pro\u00adduse care s\u0103 ias\u0103 \u00een afara \u0163\u0103rii, care s\u0103 adu\u00adc\u0103 bun\u0103\u00adsta\u00adre Ro\u00adm\u00e2niei. Promovarea brandu\u00adrilor ro\u00adm\u00e2ne\u015fti la export ar putea genera \u00eentoar\u00adcerea \u00een \u0163ar\u0103 a unui profit multiplicat de sute de ori\u201c, a spus \u00een cadrul eveni\u00admentului Eliodor Apostolescu, direc\u00adtor general \u015fi ac\u0163ionar al Phoenix Y, produc\u0103torul pu\u00adfule\u0163ilor Gusto, unul dintre cei mai mari juc\u0103\u00adtori de pe pia\u0163a de profil. Com\u00adpa\u00adnia e pre\u00adzen\u00adt\u0103 pe pa\u00adtru con\u00adtinente, \u00een peste 35 de \u0163\u0103ri, dar pentru a ajunge aici a fost nevoie de mul\u0163i ani \u015fi multe in\u00advesti\u0163ii. \u201eAm in\u00advestit 12 ani p\u00e2n\u0103 au \u00eenceput s\u0103 apar\u0103 primele rezultate.\u201c<\/p>\n

\nDin perspectiva Rucsan\u00addrei Hurezea\u00adnu, proprietarul pro\u00adduc\u0103\u00adto\u00adrului de der\u00admato\u00adcosmetice Ivatherm, cea mai im\u00adpor\u00adtant\u0103 pia\u0163\u0103 pentru fie\u00adcare brand este pia\u0163a lo\u00adcal\u0103. Aici se \u00eenva\u0163\u0103 primele lec\u00ad\u0163ii pe care orice business trebuie s\u0103 \u015fi le \u00een\u00adsu\u00ad\u015feasc\u0103 pentru a se dezvolta \u00eentr-un mod s\u0103\u00adn\u0103\u00adtos \u015fi pentru a se putea extinde apoi \u00een afara \u0163\u0103rii.<\/p>\n

\n\u201ePrezen\u0163a pe pia\u0163a local\u0103 reprezint\u0103 un proces de \u00eenv\u0103\u0163are prin care orice brand tre\u00adbuie s\u0103 treac\u0103. Trebuie s\u0103 v\u0103 concentra\u0163i aten\u00ad\u0163ia \u015fi s\u0103 cuceri\u0163i pia\u0163a local\u0103 \u015fi apoi va fi u\u015for de replicat modelul \u015fi \u00een alte \u0163\u0103ri\u201c, con\u00adsider\u0103 Rucsandra Hurezeanu.<\/p>\n

\nBrandul Ivatherm e prezent pe aproa\u00adpe 20 de pie\u0163e din toat\u0103 lumea, din Orientul Mijlociu p\u00e2n\u0103 \u00een Asia.<\/p>\n

\nPrincipala provocare pe pie\u0163ele str\u0103ine sunt banii necesari investi\u00ad\u0163ii\u00adlor, consider\u0103 Mircea Turdean, CEO al Farmec Cluj, cea mai mare com\u00adpanie din produc\u0163ia local\u0103 de cosmetice.<\/p>\n

\n\u201eNoi avem parteneri la export \u00een 50 de \u0163\u0103ri, dar nu sunt nume de notorietate mare. Am avea nevoie de zeci de milioane de euro ca s\u0103 investim \u00een aceste \u0163\u0103ri. Dac\u0103 nu in\u00advestim \u00een marketing \u00een fiecare pia\u0163\u0103 \u00een par\u00adte, e o mare problem\u0103. \u0162in\u00e2nd cont de bu\u00adge\u00adtele noastre, investi\u0163ia noastr\u0103 e gradual\u0103.\u201c<\/p>\n

\nPotrivit lui Ionu\u0163 Ilie, general manager Ice Cream \u00een cadrul Unilever South Cen\u00adtral Europe, companiile \u00ee\u015fi construiesc sin\u00adgure un drum local sau interna\u0163ional, cu mul\u00adte sacrificii \u015fi mul\u0163i bani, dar dac\u0103 pro\u00addusul pus pe pia\u0163\u0103 este unul corect, atunci oamenii \u00eel vor cump\u0103ra.<\/p>\n

\nRom\u00e2nii au \u00eenceput s\u0103 perceap\u0103 produ\u00adsele realizate local ca fiind mai calitative, mai gustoase dec\u00e2t orice altele care vin din import, potrivit celor mai recente studii.<\/p>\n

\n\u201eBrandurile ro\u00adm\u00e2ne\u015fti stau f\u0103r\u0103 nicio problem\u0103 la acela\u015fi nivel cu cele inter\u00adna\u00ad\u0163io\u00adnale\u201c, ex\u00adplic\u0103 Tiberiu D\u0103ne\u0163iu, di\u00adrec\u00adtor mar\u00adke\u00adting, Auchan Retail Rom\u00e2\u00adnia, unul din\u00adtre cei mai importan\u0163i ju\u00adc\u0103tori din co\u00admer\u00ad\u0163ul local. Totu\u015fi, pe pie\u0163ele externe \u201emade in RO\u201c nu are ace\u00adlea\u015fi valen\u0163e pozitive.<\/p>\n

\n\u201eDin p\u0103cate \u00abMade in Ro\u00adma\u00adnia\u00bb nu este un brand ca ata\u00adre, cum e c\u00e2nd spui \u00abMade in Germany\u00bb. \u00cen acest caz, \u00abMade in Ger\u00admany\u00bb ridic\u0103 nivelul brandului. Ro\u00adm\u00e2\u00adnia \u00eenc\u0103 nu este acolo. Dar sunt foarte multe com\u00adpanii rom\u00e2ne\u015fti \u015fi industrii care au re\u00adu\u015fit s\u0103 impun\u0103 un brand\u201c, adaug\u0103 Ionu\u0163 Ilie.<\/p>\n

\nPentru asta ar fi nevoie de un ajutor din par\u00adtea statului \u015fi de existen\u0163a unor consuli pe probleme economice \u015fi comerciale.<\/p>\n

\nAceste func\u0163ii au fost desfiin\u0163ate, potrivit lui Mircea Turdean, care propune ca ace\u015fti an\u00adga\u00adja\u0163i ai statului s\u0103 fie pl\u0103ti\u0163i precum oa\u00adme\u00adnii de v\u00e2nz\u0103ri din companii, pe comision, ei fiind vitali \u00een promovarea brandurilor ro\u00adm\u00e2ne\u015fti peste hotare.<\/p>\n

\n\u201eAr fi foarte util dac\u0103 am avea echipe de consilieri economici pentru promovarea bran\u00addurilor pe plan interna\u0163ional. E drept, baza nu trebuie s-o a\u015ftept\u0103m de la al\u0163ii, ci trebuie s\u0103 vin\u0103 de la noi. Trebuie s\u0103 ne facem businessul. Nimeni nu \u015ftie mai bine ca noi cum se v\u00e2nd produsele, cum ne putem adresa pie\u0163elor externe\u201c, conchide Eliodor Apostolescu.<\/p>\n","protected":false},"excerpt":{"rendered":"

Dezvoltarea brandurilor ro\u00adm\u00e2\u00adne\u015fti at\u00e2t pe plan local, c\u00e2t \u015fi pe pie\u0163ele externe se traduce \u00een final printr-un nivel de cre\u015ftere mai ridicat pentru economie \u015fi printr-un nivel de trai mai bun pentru consumatorii autohtoni. <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[7179,46207,235,5238,260,49896,8047,46354],"class_list":["post-198302","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-brand","tag-branduri-romanesti","tag-business","tag-consumatori","tag-export","tag-made-in-ro","tag-nivel-de-trai","tag-videoconferinta-zf"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/198302","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=198302"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/198302\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=198302"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=198302"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=198302"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}