Julio Eggers holds a Bachelor's degree in Business Administration from the Federal University of Rio Grande do Sul, a certificate from the Managers Development Program by Dom Cabral Foundation and an Executive Master of Business Administration (MBA) from Insper, along with a specialization in Open Innovation from the University of California, Berkeley.
For the past 15 years, Eggers has been an integral part of the Fruki Bebidas team. His professional journey within the company spans various roles in logistics, distribution, trade and marketing. Starting as an intern, Eggers raised through the ranks to become the Director of Marketing and Management, a position he has held since 2019.
In addition to his role at Fruki Bebidas, Eggers has contributed to the management team of the Rio Grande do Sul Center of Industries (Centro das Indústrias do Estado do Rio Grande do Sul - CIERGS). He also led the Marketing Committee for the American Chamber of Commerce (Amcham) and volunteered for the Quality and Production Gaúcho Program (Programa Gaúcho de Qualidade e Produtividade - PGQP).
Key Challenges in the Marketing Landscape of the Food and Beverage Industry
The primary challenge is consistently developing desired brands that can secure space in the general public's minds. Achieving this involves staying attuned to market trends and consumer needs while cultivating straightforward connections through events, promotions, social media and product campaigns. These strategies aim to drive consumer loyalty and attract new customers.
Another significant challenge is maintaining a strong digital presence, both in engaging with end-consumers and in managing relationships with marketplaces that sell products. To address this, investment in people’s development is essential, ensuring efficient management and mastery of digital tools, creating effective, data-driven marketing without losing the artistic touch the brand values.
Lastly, staying aware of market innovations and product developments is critical. Fruki strives to remain proactive, visionary and pioneering with new product launches, which recently included market hits like flavored mineral water and guaraná-bergamota soda.
A strong leader should clearly communicate the company’s business strategy and link it with marketing campaigns to achieve optimal results
Strategies for Developing Marketing Plans
Effective communication is key to keeping Bebidas Fruki’s brands top of mind for consumers. This involves generating a positive impact not only on sales figures but also in brand awareness surveys.
A vital part of the strategy is ensuring product availability. Whether it’s in bakeries, restaurants, or grocery stores, visibility and easy access to Fruki products create a feeling of omnipresence, which bolsters both brand recognition and consumer trust.
Commitment to Sustainability and Its Contribution to Bebidas Fruki’s Goals
Bebidas Fruki’s dedication to sustainability is supported by an active environmental committee that meets regularly to influence impactful decisions. Sustainability has been ingrained in the company’s ethos since its foundation a century ago. The company was a pioneer in using effluent treatment stations and continues to lead by example with rainwater collection systems and efficient production processes.
Fruki has achieved high efficiency rates in organic material removal from effluents and is powered entirely by renewable energy sources, recognized by the Renewable Energy Certificate for its contributions to a sustainable energy matrix.
Guidance for the Marketing Team
A strong leader should clearly communicate the company’s business strategy and link it with marketing campaigns to achieve optimal results. After the strategic vision is communicated, team members are empowered to demonstrate their skills during the tactical and operational phases, ensuring they deliver practical solutions that cater to both clients and consumers.
Staying Updated with Marketing Trends and Future Impact on the Industry
Staying informed involves absorbing content from reliable sources, reading extensively and paying close attention to competitors’ strategies. Continuous education through formal courses also plays a role in refining decision-making.
AI is a trend already shaping marketing and business management. Its rapid evolution means that marketing professionals need to stay up-to-date on AI advancements to integrate these tools effectively, balancing human intelligence with AI-driven innovations.
Advice for Aspiring Marketing Professionals in the Food Industry
Marketing is ultimately about people. Therefore, it’s crucial to invest time in understanding human behavior and individual needs. This knowledge serves as the foundation for generating fresh ideas, conducting meaningful assessments and making informed decisions that lead to success in the food industry.
