ZAIMELLA HAS SUSTAINABLE SOCIAL SENSITIVITY
B) Sustainable because it has found a new and effective way to position its product brands.

Panolini and Para mi Bebé “Caravanas”:

Starting 3 years ago and from then on uninterruptedly, this town visits have become the main attraction in small towns throughout Ecuador. To this date, more than 100 town visits  have been arranged, thanks to the support of local city halls. Not only do they bring entertainment into towns and neighborhoods, but they also offer a pediatric service with physicians on  site. A team of 10 people from Zaimella bring entertainment, pictures with all the well known characters to remember, games for the whole family, inflatable playgrounds for the children, music for the smaller ones, nutritional advice and free pediatric service.

This takes place from 10:00 am to 4:00 pm on Saturdays and Sundays, 4 times a month. Since these creative events started we have visited more than 87 different towns in Ecuador.

This activity is expected with more and more anticipation and affection by the townspeople in the locations where it has already been. It has turned out to be a valuable and effective marketing tool for all the company brands and a great opportunity to increase its sales. The emotional link that Panolini accomplishes through its characters: Vito Cacone, Tony Meone, Chenzo Pedini, is extraordinary. The presence of the Chamomile Fairy, a character from the children's cosmetic line “Para mi Bebé” adds a certain touch to the event that accomplishes a great degree of identification with the consumers of the brand.

In the days prior to the caravan, the event is announced and published throughout the town, including trade activities that reach their climax during the event. Sales have increased, and storeowners are happy because they see their shelves empty; the brands positioning is stronger and the families and their children have a great time in a day at the fair where they have received free, top-of-the-line medical attention
The School Route

Visiting your future clients is an investment that all companies should make. This is what Zaimella thinks, and has been doing so since 2005. The accomplishment was the actual, visit of more than 450 schools countrywide. This activity is geared towards children between the ages of 6 and 9, and it revives and promotes the development of personal hygiene habits.

The visitors bring live theaters and puppet shows, as well as the support of specialized infant teachers who gather children for a period of approximately one hour of sharing and learning. These spaces promote long lasting knowledge as the children participate in fun, educational games. Approximately 200 children participate in each visit; schools in 20 different towns in the Ecuadorian coast, highlands and Austro have been visited. Characters from Panolini, Para mi Bebé and Pompifresh delight the children while the brands settle into their hearts.

 

 

A) Sustainable because it has found an extraordinary way to improve the quality of its diapers in a permanent and stable manner.

C) Sustainable because it has found a new and effective way to make the diaper category grow countrywide and position its products in the informal market.