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Rozmowa z Piotrem Niesłuchowskim, Marketing Director, Stock Polska

Wywiady

Rozmowa z Piotrem Niesłuchowskim, Marketing Director, Stock Polska

Środa, 22 stycznia 2020 HURT & DETAL Nr 01/161. Styczeń 2020
Trzy pytania do Piotra Niesłuchowskiego, Marketing Director, Stock Polska, kieruje Monika Górka.
Jak w trendy rynkowe wpisują się marki Stock Polska?

Współczesny konsument jest coraz bardziej wymagający – oczekuje regularnego pojawiania się nowości i jednocześnie jest otwarty na eksperymentowanie. Design opakowań to kolejna ważna kwestia – istotna jest nie tylko jakość trunku, lecz także atrakcyjna butelka i etykieta. To wynik królującego wciąż na rynku trendu premiumizacji, który wytycza kierunek zmian. Naszemu Stock Prosecco Treviso nadaliśmy już nowy elegancki design, który jest odpowiedzią właśnie na ten trend. Obserwujemy też rosnące zainteresowanie winami musującymi, także tymi w formatach mniejszych niż standardowy. W nowym roku Stock Polska zaproponuje kilka nowości smakowych w portfolio, które mamy nadzieję, trafią w gusta konsumentów. Rok 2020 będzie więc stał pod znakiem ciągłego zaskakiwania odbiorców – nie tylko nowymi smakami czy formatami, lecz także rozwojem popularnych kategorii.

Największe wyzwania branży na rok 2020 to…

Rok 2020 to nowe ceny, które prawdopodobnie będą miały bardzo duży wpływ na zwiększony rozwój, ale też spadki niektórych podkategorii alkoholowych. Tym samym zmniejszą się widełki cenowe między niektórymi produktami i segmentami, a to wpłynie na przepływ konsumentów. Te wszystkie zmiany na rynku alkoholi będą sporym wyzwaniem na 2020 rok i będą wymagać odpowiednich reakcji ze strony producentów.

Na rynku stale pojawiają się nowości. Czym może zaskoczyć konsumenta branża alkoholowa?

W związku ze wzrostem akcyzy nowe ceny prawdopodobnie będą miały znaczący wpływ na udziały poszczególnych graczy rynkowych. Zapotrzebowanie na marki o niższej postrzeganej wartości dla konsumenta spadnie, a to z kolei jeszcze przyspieszy rozwój produktów bardziej jakościowych, takich jak np. nowo wprowadzona do naszego portfolio Żołądkowa Kolonialna dostępna w dwóch wariantach smakowych – z Nutą Brandy lub z Nutą Whisky. Zwiększy się też presja na stosunek jakości do nowej, wyższej ceny i zyskają na tym innowacyjne produkty, które będą spełniać coraz wyższe oczekiwania konsumentów. Na podstawie wyników przeprowadzonych badań konsumenckich, wprowadzimy szereg innowacji dostosowanych do najnowszych trendów. Pojawią się nowe odsłony produktów tj. Stock Prosecco Treviso, który jest już dostępny na rynku w nowym designie, czy świetnie sprzedający się Stock Gin.



tagi: Piotr Niesłuchowski, Stock Polska,


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