American Cup search on large-scale retail customer ' cult

The American Cup, manufactured by Nadir Figueiredo for 68 years, begins to pursue a new path in retail in search of "cult" audience. Now, to buy it, is no longer a must visit small markets or supermarkets on the outskirts of the interior. Packed with a modern and colorful garb, various sizes of glass are available in kits, which have just arrived to the Pão de Açúcar supermarket and at American stores, and will soon be in Extra hypermarket and the Camicado network.
The strategy is the result of a search that began five years ago, which showed that consumers identify the product as the "glass" of Brazilians.
The caipirinha restaurants featuring the bakery, coffee bean soup to the beer bar, the American Cup at all. Home's cake recipe and measure of detergent, but their sale always gave more wholesale. "Our challenge was to make people get to an article that is present everywhere. We realize that lacked a suitable packaging for it to turn out product, "says Patrick Taborda de Figueiredo, President of Nadir Figueiredo.
All this change is also the fact the Nadir being able to register the American Cup as mark two years ago. "Now you can go ahead. In Brazil, only the Nadir can manufacture it. The Chinese can copy, but to sell here need negotiate royalties ", says the Executive. The drink got its nickname, initially internally, by the fact that it is manufactured in a machine imported from the United States.
From 1947 to 2010 were produced 6 billion units of the American Cup, which today has seven molds with different decorations and colors. In the years 1980, when the company had a leaner product portfolio, the American was responsible for 40% of revenues; now, 7%. The turnover of r $ 575 million last year, net mark Nadir, which includes the American Cup, has more expressive presence (53%). Then, (31%) and are Marinex Duralex (16%), brands that entered the group in 2011 with the acquisition of Santa Marina.
With a policy of aggressive releases to address the crisis, the Nadir Figueiredo's goal is to launch a new mould a week over the next twelve months. It is expected that over the next two years, 30% of the annual turnover is from releases. "Outside the American, that thanks to God breaks once in a while and needs to be reset, you will not want to buy the same glass", says Paulo de Paula e Silva, commercial Director.
The news on line American Cup include your colored version in three sizes, which should hit stores in the run-up to Christmas. For 2016 is already provided for a cup for espresso, which is a fluted glass, also version with handle.
In Brazil, sales of the "glass" in its various sizes accompany the GDP of the States, which makes the largest market. The current repositioning of the product is not intended to increase sales significantly, but extend your exposure and make reach a public considered "opinion maker".
In the world, the glass is present in conceptual shops like Muji Japanese and, in 2009, was exhibited at the MOMA in New York as a symbol of Brazilian design. Export, however, represents only 5% of the total sold.
In Brazil, the kit with 12 cups of 196 ml, the traditional size, is for sale for $ 15. Already the new color models are much more expensive. Each glass of common size goes for $ 9.90 and the large, 450 ml, costs $ 14.90. Is not thrown up a little these values, leaves in the air, das on the good prospects for sale.