Brazil Diary - Day 12
22-05-2006 (Monday)
On this day I was picked up by the driver of a taxi engaged for our travel Mr.Benedito. What I noticed was the moment someone meets another on a morning they ask “Did you sleep well last night?” I have experienced this almost with all Brazilians I met and Mr.Benedito was no exception. I felt that it was a good way to start the day in so many ways.
We visited Cobram which is a marketing agency for several big multinational brands like Petrobras, Ford and Abor. We were introduced to Mr.Mario who is the Director-Corporate Communications of the company. His job description included Event Management, and TV/Radio productions that promote brands. One of the major achievements of their company was the Sigabem program of Petrobras. Sigabem means "have a nice trip” and the program is aimed at the drivers. The company has been dealing with Petrobras for the last 14 years and there was good synergy between the two. The Sigabem program was advertised in 212 radio stations and aired on 6 big TV networks. The No.1 network being that of Globo with SBT at No.2. Radio in Brazil gets 5% of the total advt.revenue. Mr.Jioveni Pam built a good network of FM radio channel aimed at the youth. The company has also done a program titled Sigabem Crianco to fight sexual harassment of kids. The program involved a caravan of trucks that carried the flag of the program, stop at the major gas stations and play films that canvassed against sexual harassment of kids. The program drew good response from the public.
Petrobras has competition from Ipiranga, Shell, Texaco and Esso. Shell also tried imitating the socially responsible programs of Petrobras but not much impact was made. Ipiranga at the time when this visit was made is trying to become stronger in the urban market.
The four points which attract the truck drivers stop at a petrol station were quoted as
1. Safety
2. Quality and Kindness
3. Cleanliness
4. Price
Ipiranga used Mr.Sobriera a leading TV anchor as their brand ambassodor.
After a brief tour of the premises of this office we went to lunch at Hotel Bristol.
After the lunch we visited another Senai which is like our Indian polytechnic colleges. Almost 1942 factories contribute monetarily to run these institutes and in the state of Sao Paulo there are 85 such colleges each one specializing on a different subject.
As this a repeat of another Senai which we visited earlier, there was lot of fun as we know a few things already.
On this day I was picked up by the driver of a taxi engaged for our travel Mr.Benedito. What I noticed was the moment someone meets another on a morning they ask “Did you sleep well last night?” I have experienced this almost with all Brazilians I met and Mr.Benedito was no exception. I felt that it was a good way to start the day in so many ways.
We visited Cobram which is a marketing agency for several big multinational brands like Petrobras, Ford and Abor. We were introduced to Mr.Mario who is the Director-Corporate Communications of the company. His job description included Event Management, and TV/Radio productions that promote brands. One of the major achievements of their company was the Sigabem program of Petrobras. Sigabem means "have a nice trip” and the program is aimed at the drivers. The company has been dealing with Petrobras for the last 14 years and there was good synergy between the two. The Sigabem program was advertised in 212 radio stations and aired on 6 big TV networks. The No.1 network being that of Globo with SBT at No.2. Radio in Brazil gets 5% of the total advt.revenue. Mr.Jioveni Pam built a good network of FM radio channel aimed at the youth. The company has also done a program titled Sigabem Crianco to fight sexual harassment of kids. The program involved a caravan of trucks that carried the flag of the program, stop at the major gas stations and play films that canvassed against sexual harassment of kids. The program drew good response from the public.
Petrobras has competition from Ipiranga, Shell, Texaco and Esso. Shell also tried imitating the socially responsible programs of Petrobras but not much impact was made. Ipiranga at the time when this visit was made is trying to become stronger in the urban market.
The four points which attract the truck drivers stop at a petrol station were quoted as
1. Safety
2. Quality and Kindness
3. Cleanliness
4. Price
Ipiranga used Mr.Sobriera a leading TV anchor as their brand ambassodor.
After a brief tour of the premises of this office we went to lunch at Hotel Bristol.
After the lunch we visited another Senai which is like our Indian polytechnic colleges. Almost 1942 factories contribute monetarily to run these institutes and in the state of Sao Paulo there are 85 such colleges each one specializing on a different subject.
As this a repeat of another Senai which we visited earlier, there was lot of fun as we know a few things already.
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