The document discusses how brands should respond to economic crises and recessions. It provides examples of brands that have increased advertising spending during downturns and emerged stronger after the crisis. Other brands highlighted focus on affordable prices, creating feelings of trust and empathy with costumers, and promoting experiences of warmth and safety at home. The document advocates that brands should adapt offerings to new consumer paradigms oriented around value and rational choices.

2. WHAT´S THE FIRST MISTAKE BUSINESSES MAKE?

12. PORTUGAL MARKET REVIEW

13. The crisis requires to 12,45€ (Shoes shop in Oporto)

14. Context planning Context Consumer Bad Economic situation Low consumer price inflation Unemployment Low Gross domestic product CRISIS AND RECESSION Low purchasing power Increase of criminology Instability of Government Depressing times Financial crisis Decrease credibility of brands More pessimism Instability of Oil prices Banks privatization Housing Crisis More rational consumer Increase of cocooning Low trust

17. Recession Kills Brand Loyalty

19. "To buy detergents, I choose Pro (DOB). It is cheaper and better than Sonasol, which smells like fish, as my husband says. I only use DOB´s. Brands are a mistake. VêGê Oil? It’s the same that others, only changes the packaging." Low Cost Generation, Vox pop Portuguese newspaper.

22. AND NEW BRANDS ARE BORNING …

24. Airlines Supermarkets Car insurance Rent a car Airlines Supermarkets hotels Cable tv Airlines Communication Automobile Supermarkets

25. So, What role is reserved for marketers in the current time of economic crisis?

31. SOME BRANDS TRY TO FIGHT AGAINST CRISIS…

33. Brand - OMO Natural soap Category- Laundry A detergent with the efficiency of today but with the price of the good old days. Driver – save a lot of money Agency: Lowe Lisbon

36. Brand - Pingo Doce Category – retail Recently, this supermarket brand changed it’s positioning and claim to “Feels good pay so less” “ Enough promotions, loyalty cards, or coupons. We want lower prices”

38. Other international examples…