{"id":191248,"date":"2024-04-09T12:49:29","date_gmt":"2024-04-09T10:49:29","guid":{"rendered":"https:\/\/ipmark.com\/?p=191248"},"modified":"2024-04-09T17:06:55","modified_gmt":"2024-04-09T15:06:55","slug":"marca-distribucion-fabrincate-bestn-food-marketing-summit-day-2024","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=191248","title":{"rendered":"Marca del distribuidor & fabricante. C\u00f3mo crecer en un entorno competitivo"},"content":{"rendered":"

La marca de distribuci\u00f3n gana protagonismo en la cesta de la compra de los hogares espa\u00f1oles, especialmente impulsada por la escalada de precios de los productos de alimentaci\u00f3n y bebidas, en el actual contexto de inflaci\u00f3n.\u00a0<\/b><\/p>\n

En 2023, la marca del distribuidor constituy\u00f3 casi la mitad de la cesta de la compra (el 48%), dos puntos m\u00e1s que en 2022, seg\u00fan datos de NIQ. En alimentaci\u00f3n, el peso de la marca blanca est\u00e1 en el 52%, mientras que en bebidas, en un 23%.<\/span> Dos de cada 10 cestas est\u00e1n compuestas exclusivamente por marca de distribuci\u00f3n<\/b>, sobre todo en hogares compuestos por familias j\u00f3venes que tienen menores de 18 a\u00f1os.\u00a0<\/span><\/p>\n

Presente y futuro de las marcas<\/b><\/h3>\n

La situaci\u00f3n de la marca de distribuidor y del fabricante se hablar\u00e1 a lo largo de la jornada de ponencias <\/span>Best!N Food Marketing Summit Day 2024 <\/b>que se celebrar\u00e1 el 17 de abril en Barcelona, en la antigua F\u00e1brica de Damm.<\/span> Fernando Forte, <\/b>senior marketing manager <\/i><\/b>en Appinio<\/b>, presentar\u00e1 los resultados de un estudio sobre el estado actual en la cesta de la compra, explorando el impacto de la expansi\u00f3n de la marca blanca y c\u00f3mo los fabricantes pueden adaptarse en este panorama de consumo. Se analizar\u00e1 qu\u00e9 estrategias de marca hay que destacar en un entorno cada vez m\u00e1s competitivo.\u00a0<\/span><\/p>\n

En este contexto, <\/span>Alberto Garc\u00eda Romero, <\/b>head of comms & advertising <\/i><\/b>en Vicky Foods<\/b>, presentar\u00e1 claves para que las marcas de fabricante puedan crecer en este entorno. Seg\u00fan los \u00faltimos datos de NIQ, en febrero de 2024, la marca de distribuidor sigue en alza, con un incremento interanual en valor del 9,8% (del +3,4% en la marca de fabricante) y en volumen del 7,1% (+0,5% en marca de fabricante).\u00a0<\/span><\/p>\n

A lo largo de la jornada de conferencias, distintos ponentes de marcas de fabricante presentar\u00e1n casos de \u00e9xito de la compa\u00f1\u00eda, como la de <\/span>Fripozo, en manos de su CMO Adolfo Sujatovich.<\/b> Un periodo complicado ante el avance de la marca de distribuidor, que ha provacado que disminuya la fidelizaci\u00f3n y crezca el valor de las promociones o de los bajos precios. Esto provoca que las compa\u00f1\u00edas tengan que repensar cu\u00e1les son las teclas para seguir contando con la confianza del consumidor. El directivo de Fripozo presentar\u00e1 el caso de la compa\u00f1\u00eda y su estrategia para seguir avanzando en este contexto, d\u00e1ndole importancia a la innovaci\u00f3n y al territorio.<\/span><\/p>\n

La cuarta edici\u00f3n del Marketing Summit Day viene con novedades, como la celebraci\u00f3n de talleres pr\u00e1cticos con expertos de la industria.<\/span> Juan Vi\u00f1as, consejero de marketing en JVST Grow<\/b>, contar\u00e1 con un taller pr\u00e1ctico sobre la marca de distribuci\u00f3n, donde expondr\u00e1 soluciones de comunicaci\u00f3n y marca a los asistentes.\u00a0<\/span><\/p>\n

Es la primera vez que Best!N Food Marketing Summit Day 2024 se celebra de manera independiente de la entrega de <\/span>Premios Best!N Food<\/span><\/a> que tuvo lugar el pasado 20 de marzo en Barcelona.<\/span><\/p>\n

Inscr\u00edbete<\/span> en este enlace<\/span><\/a> para asistir a la jornada de conferencias y talleres, con expertos de la industria de la alimentaci\u00f3n, bebidas y foodservice.<\/span><\/p>\n

M\u00e1s informaci\u00f3n:<\/b><\/h3>\n
    \n
  • Horario previsto:<\/b> desde las 09.00 a las 20.00 horas.<\/span><\/li>\n
  • Lugar:<\/b> Antigua F\u00e1brica Damm.<\/span><\/li>\n
  • Direcci\u00f3n:<\/b> C\/ del Rossell\u00f3, 515 (Barcelona).<\/span><\/li>\n<\/ul>\n
    Los Best!N Food 2024 cuentan con el patrocinio premium de GroupM y Spotify; el patrocinio del Marketing Day de HP, Tactics, BE A LION y Teads. El patrocinio partner de: AGR Food, Territory Influence, La C\u00eda, Time Out, Vidoomy, VDX.TV, Epsilon, Seedtag, Tagnity, Aloja Experience, Invibes y BTOB Livebrands.<\/strong><\/pre>\n","protected":false},"excerpt":{"rendered":"
    La jornada de Best!N Food Marketing Summit Day 2024, que se celebra el 17 de abril en Barcelona, recoger\u00e1 una radiograf\u00eda de la actual cesta de la compra, con mayor peso de la marca blanca desde 2022. Los distintos ponentes presentar\u00e1n claves para crecer en este entorno y recoger\u00e1n casos de \u00e9xito.<\/p>\n","protected":false},"author":30,"featured_media":191250,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5900],"tags":[1866,6207,2227,2341],"class_list":["post-191248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-festivales","tag-best-awards","tag-bestn-food","tag-marketing","tag-publicidad"],"acf":[],"yoast_head":"\nMarca del distribuidor & fabricante. 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