This year, as always during the Christmas period, within the schedules Television commercials abound of Pandora and panettone. Jingle Christmas, children, snow, and a lot of tradition.
And this is precisely the point: for years have witnessed a substantial flattening of principlai brand advertising campaigns in the industry, all built from the same goal: to translate the brand values \u200b\u200bof Christmas. The most direct consequence? All the spots, and I repeat all, without exception, leveraging the two values: tradition, and the "Christmas spirit". There is another issue: innovation is not only lacking in comparison with other competitors, but even at the time: the campaigns are always the same for years, we think school play of the commercial Bauli , the mattress of panettone spot Motta factory or "elf" (pass me the parallelism) of Balocco campaign: they are the same ideas for years, and often even the same subjects. But what does all this, and because the brands have chosen this path?
the first question, the answer is: boredom, indifference, lack of stimulation, the campaigns of panettone now pass unnoticed missing quell'anomalia able to capture the attention of the spectators, and the spots are lost in "noise media. " Yes, because the brands have overlooked one thing: if once that of traditional had a strategic value, critical for success in a market like this, today has become a conditio sine qua non to operate in the field, and as such has lost its relevance. The banality of the common values \u200b\u200bwith the holiday season, then I think not even need to talk.
So why brands have followed suit over the years? Well, the answers are varied, we try to propose one: the Italian market is mature panettone, the turnover is stable and is divided between the same parties for some time. Subjects who also does not have to face fierce competition, at least on a top-player: Trunks, the leader, has a market share of 27.6%, which should be added that of the control (100%) Motta, who leads the firm's stake to 40% of the total market, then we think that the top four brands (Trunks , Motta, and Melegatti Balocco) control 64.5% of the market, while the following six brands, only 19%. Little competition, external threats are almost absent (difficult to envisage the entry of new players) are the only challenges the relationship with the retail trade, the rate of market growth, and its seasonality, to which companies respond with acquisitions, diversifications (eg the same trunks entered the bakery segment) and opening new markets (always opened Trunks a joint venture for the Indian market).
In short, companies are well divided the Italian market and aware of the potential of their products), they stopped worrying about the speech features as a variable to guide consumers, the result is a snobbery difficult to sustain for spectators spot all the same, and even the same as in previous years, lack the will to build a speech brand name "anomalous", strong, giving relevance. All this fits in with how the needs of mature and experienced postmodern consumer (at the level of communication)?
What do you think? Tell me yours. ;)
VR
