Antes de nascer, vale-cultura já causa disputa no mercado

VALECULTURA-Brasil-Cultura-bcO presidente Lula sequer deu a canetada derradeira no Projeto de Lei que criará o chamado vale-cultura, mas as empresas que atuam no mercado de cartões de benefícios já mostram as armas para disputar esse filão. Elas querem um naco do segmento que, segundo estimativas das próprias competidoras do setor, poderá movimentar, em cinco anos, R$ 8 bilhões por ano.

O vale-cultura será parecido com os tradicionais vale-alimentação e refeição, que movimentam, somados, quase R$ 15 bilhões no País anualmente. Trata-se de um cartão que terá saldo de até R$ 50 por mês. Esse dinheiro poderá ser usado pelos trabalhadores no consumo de bens culturais como shows e exposições, mas também livros e CDs. Na última quarta-feira, dia 16, o Senado aprovou o Projeto de Lei. O texto passará novamente pela Câmara dos Deputados antes de ser sancionado pelo presidente.

O Grupo VR já criou seu novo benefício, o VR Cultura, para brigar pelo mercado que está prestes a nascer. “O produto está pronto para ser lançado”, diz Cláudio Szajman, presidente da empresa. “Só estamos aguardando a aprovação presidencial.” A VR tem como meta responder por uma fatia de 20% a 25% do mercado do vale-cultura.

O benefício ao trabalhador dará também um gás adicional ao comércio, avalia o executivo. “O fluxo de dinheiro que o vale-cultura vai gerar e a formação de novos negócios são fatores positivos para a economia do País.”

Geração de riqueza

Um estudo da concorrente Ticket mostrou que, para cada R$ 1 gasto em cultura, é gerado R$ 1,09 em atividades paralelas, como transporte e alimentação. A empresa flerta com esse novo segmento desde 2004, quando começou a fazer as primeiras pesquisas sobre o tema.

A Ticket já adicionou a seu portfólio o Ticket Cultura, que funcionará nos mesmos moldes do Ticket Restaurante. A companhia espera que a novidade atinja mais de 1 milhão de trabalhadores já no primeiro ano.

A Visa Vale é outra empresa que já está com o produto pronto para estrear ao público. “Acabamos desenvolvendo com antecedência, pois acreditávamos que a aprovação do vale-cultura fosse sair mais rapidamente”, diz Newton Neiva, presidente da CBSS, administradora dos cartões Visa Vale. O novo vale-benefício da Visa Vale foi batizado de Diversão Visa Vale.

    Author: Redação

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