Target Definition | LUA
Founder of Zip.Net and Sagatiba cachaça, tireless entrepreneur Marcos de Moraes saw a huge opportunity in Brazil’s resale market. Extremely diverse and profitable, the resale of products to friends and acquaintances had barely been digitized, despite the recent explosion of internet access on mobile phones in Brazil. The idea was born for an app that could organize, facilitate and empower the lives of resellers. At the time, this market was estimated at 4.5 million people. CRICA consulting became first involved in 2015, as the app was being tested by resellers of products for Avon, Natura, Boticário, Jequiti and other brands. We held two sessions in which we generated knowledge about the role of resale in the lives of resellers, we assessed communication strategies and identified the technical strengths and flaws in the use of the new tool. Almost two years later, CRICA was called in again to better define the target audience of the platform. We recommended conducting a quantitative survey on resale in the State of São Paulo. We began the project without any study references on this topic. We created the questionnaire to apply to the population of São Paulo and partnered with Datafolha to conduct the field study. We monitored the data collection through approximately 800 interviews and finally analyzed hundreds of charts with results, transforming the endless sea of numbers into outcomes that can be applied to the daily decisions of the platform managers. CRICA consulting was invited to present the findings and strategic recommendations to the company's entire administration and its advertising agency, Wieden+Kennedy, over the course of four meetings. The results of the study reshaped the resale market in São Paulo, providing the client with new parameters and opportunities for action. Follow this link to see the launching campaign of the new resale platform: https://www.youtube.com/watch?v=R3WT9sxtLzw
