The company already has 1,450 minimarket throughout Brazil, the largest portfolio in the sector and plans an expansion for places with good flow and “population density” in what that
Rio – Ipiranga has announced a reform of the convenience brand, which will win soon and plan new days before an exchange in charge of Commercial activity From see in detail to be nourished. The new brand will be accompanied by A “Qualified expansion” agenda of the number of shops.
Leave the scene the traditional Ampm logo, in shades that have gone from orange to purple with a bow at the top. The new brand, which maintains its name in a cashier, will lose the texts now in a yellow and orange background, which will dominate the facade of the shop to stand out in the position of the post. The arch also disappears from the brand, which is accompanied by a ring -shaped icon, half and half and half a moon.
The project was led by Renato Stefanoni, who will leave the presidency of Ampm to take on the commercial vice -president of the postal network since April. He enters the command of Ampm Barbara Miranda, who previously occupied the vice -president of marketing and business development.
“The logo grew by 40%, in a process very similar to what has been done for the posts. In addition to the size, we want to give more visual protagonism to the shops using the colors on the contrary,” says Stefanoni.
“We want to cause an orange wave”, accompanies Miranda, a manager who will be responsible for spreading the new look on the post.
IPIRANGA does not reveal the investment in stores, which is responsible for retailers, but guarantees that there has been a reduction in the application costs, using intelligent modules inside the shops, which should be taken for clear “clean” furniture.
“We are very comfortable with the shop migration process because there has been a significant reduction both in the cost of the implementation of new shops and in the adaptation of existing,” says the manager.
Selective growth
Although it is not the network with the largest number of posts (5.9 thousand), Ipiranga has 1,450 minimarket throughout Brazil, the largest portfolio in the country’s sector. Estadão/TransmissionMiranda and Stefanoni have said that IPIRANGA will try to further increase the franchising network, but selectivity, in line with what has been done for the posts, whose network has been perfected to filter the most productive.
“We have a growth program for Ampm, but very selectivity, because the volume of the shop does not necessarily generate value. Our proposal requires an important qualification,” says Stefanoni.
Among the characteristics observed in the strategy, he cites the volume of the flow in the places, the densification of the population of the surrounding environment, as well as the presence of other shops. “We need quality at the point so that the volume (of shops) It makes sense.
The convenience is seen throughout the fuel and resale distribution sector as a strategic not only in the conversion of the stations into integrated retail points, but as an expedient for the traditional fuel sales activity.
New campaign
In the combination of news, IPIRANGA also brought a new advertising campaign, sequelce of the Last, who appropriate the “complete for me” to television. Barbara Miranda says that this time this time it is to explore what happens after stopping at posts, when life is actually completed on the consumer’s journey.
In the humorous line of all IPIENGA commercials, digital influencers act in the countryside to extend their scope to social networks. They are the socialite Narcisa Tamborindugy, the character of the character of Chico Raiz (Francisco Chechin Junior) and the founders of Podcast Podpah, Igão and Mythical (Igor Cavari and Thiago Marques), among others. With the conduct of the campaign, the idea is that the IPIENGA products as ampm, the IPIMAX fuel line and the KM of Advantage (KMV) program are exposed individually.
Source: Terra
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