With the advance of vaccination, brands such as Faber-Castell and BIC, even though cautious, invest in campaigns, expecting an increase in sales
Education-related companies, such as BIC and Faber-Castell, have good expectations for the return to school. Faber-Castell, for example, expects a 30% increase in sales of stationery products, compared to the same period in 2021. “This heating up is mainly due to the advance of vaccination and the consequent perspective of normalization of classes face-to-face meetings”, declares Flávia Giordano, marketing director at Faber-Castell.
Rodrigo Iasi, marketing director at BIC, follows the same line and says that the company is optimistic, but “analyzes the market with caution, because, due to the entire pandemic scenario for almost two years, the situation may still change” .
“In stationery, what we can highlight is that the return to school in the US and Mexico, which took place during July and August 2021, had great results for BIC, recording double-digit growth, which is another reason to be optimistic with what is to come in Brazil”, he says.
Both companies felt, like everyone else, the impact of reduced consumption. Faber-Castell does not reveal how much the drop was. It just says that he had to adapt to the new scenario. She says that, even with all the difficulties, they understood that they could contribute in different positive ways with consumers and clients.
“Our commitment to supporting creative development and education continues to guide our strategy. Therefore, we continued with important launches, in addition to maintaining the usual lines most in demand during the return to school”, he says, adding: “We are optimistic about the gradual resumption of the segment, especially considering the return to face-to-face classes, and we will continue to invest in actions that are linked to our business purpose of positioning ourselves as a brand that has products and services aimed at stimulating creativity in the most different ways”.
Iasi reveals that 2021 was a very difficult year for the market in general, but as BIC works with three different categories, they managed to achieve a balance in revenue between them, “making the operation in Brazil solid and financially healthy”.
“In stationery, we had a drop in sales compared to the previous year, due to the pandemic, which directly affected the back-to-school period. However, in the second half, the market has already shown a 26% recovery compared to 2020”, he says.
According to him, in 2021, the market suffered a 40% drop in sales during the period, due to remote classes. “Even so, we registered a growth of 1.5% in relation to 2020”, he calculates.
Both Faber-Castell and BIC have a campaign for this period, already betting on the return to school. According to Flávia, within a business strategy aimed at expanding the brand positioning beyond writing instruments, Faber-Castell launches an institutional campaign ‘Creativity in your hands’, created by David.
“In the pieces – which include films for closed TV, online media and content on social networks –, the company reinforces that creativity can manifest itself in the most different ways, but that all ideas have one point in common: they start with a sketch, sketch or pencil drawing by Faber-Castell, but go far beyond it”.
Everything starts with paper and BIC is the motto of the BIC campaign, focused on the use of the pen and all its relevance and tradition. “Communication reinforces the importance that the pen has in building an idea or the future of those who dream of achieving their goals”, says Iasi.
The action, created by the Hogarth agency, brings a campaign that will be broadcast on TV and social networks and shows the versatility of BIC pens. “Our goal is to further connect the public to the product and show that pens are and always have been great allies, they are part of every step of the student’s trajectory, from start to finish. Even during leisure or rest”, comments the marketing director.
The home office implemented in the market with the arrival of Covid-19 in Brazil, somehow expanded the performance of companies such as BIC. For Iasi, social distancing was an important move, which helped boost sales, but, like everyone else, he had to “adapt to a new reality and seek new solutions to continue driving the business”.
“For this reason, we intensified our presence in the Mundo BIC e-commerce, through our business partners, and developed a digital platform called O Poder das Cores, which provides free educational content, with the aim of contributing to the educational development of children and soften the moment of quarantine in the homes of families”, comments the executive.
According to him, after almost two years of the pandemic, they learned a lot and also had good results, “recording from 2019 to 2020, a growth of more than 100% in e-commerce sales, with growth prospects of 200% by the end of the year.” 2021”.
Epson also got into the back-to-school rhythm, with the intention of “modernizing the return and also promoting the education of underprivileged teens across the country.” Under the title Back to classes for good, the company will allocate part of the revenue from the sale of its products to the Abrinq foundation.
The company says that, unlike the previous campaign, which focused on specific products, the 2022 campaign, which starts in January and runs through March 15, “will include all products in the Epson portfolio available at retail, from ink bottles to printers and projectors”.
“Epson considers education a strategic pillar and therefore offers an extensive portfolio of products and services to serve students, teachers and educational institutions of all sizes”, says Ana Pugina, regional marketing manager at Epson.
According to her, exercising empathy was one of the most important lessons of recent years, and the period that precedes the resumption of school produces expectations of a better future for young people. “It is doubly gratifying to build this campaign together with Abrinq, which remains determined to support education in the country and positively transform the lives of so many teenagers”.
Among the products recommended for families and students, one of the highlights is the new EcoTank L3250, a model that is an evolution of the L3150 and is compatible with the free Smart Panel application, which, according to the company, allows for easier and smarter use. of the all-in-one’s key features, without the need for a computer.