The time to separate from time, Sadia and Perdigão

The BRF has an enviable position in the Brazilian market. With the end of the restrictions of the Administrative Council for economic Defense (Cade), the company was able to resume the use of the brand Perdigão in all product categories. So, is holding two brands that take turns on market leadership in different products. Now, to stay free to use Sound lines and Perdigao, the company is preparing to eliminate once the dispute between the two brands, causing both to focus in the categories in which they are strongest.
That, traditionally, it was not possible because, before joining in the BRF, Sadia and Perdigao were competitors. In recent years, Sadia had to occupy space in categories in which did not fit well to try to fill the vacuum of the withdrawal from circulation of Perdigão in several product lines. The return of Perdigão, supported by a strong marketing campaign, is also a way for the company to try to contain the strength that the harvest, under the management of the JBS, won.
In some products, the market share of the harvest – which has the presenter Fátima Bernardes as poster girl-has tripled in the last three years. In the meantime, the brand also changed owner: in 2013, left the fridge Marfrig, which had struggled to afford the investments needed to compete in retail, and became part of the portfolio of the JBS Foods, group focused on aggressive expansion. "The JBS billing Foods (created after the Group assume the harvest) accounted for 11% of the total revenue of the group in 2014," said Gilberto Tomazoni, former President of Sadia and today ahead of the JBS Foods.
In practical terms, Perdigao will be playing the role of mark and will dispute with Seara in supermarkets, because practices like price of the rival (both, according to market data, are sold for between 10% and values 20% lower than those of Healthy). The label "brand of combat" is rejected by Flávia Faugeres, Director-General of the BRF operation in Brazil. "There are segments in which the Perdigão is leader and the preferred brand of consumers."
To make it more clear that the advantage of Perdigão lies not only in price, the Executive claims that the BRF will make a "sweep" in the portfolio. The company will define in which sectors the Perdigao will be chosen as the leader and in which Sadia will dominate. Perdigao should stay with the most popular lines, such as sausages and sausages, while Sadia will have the task of bringing global news to the Brazilian market. This separation is necessary because the brands today "hit each other" in many categories. So, Rob and participation not only of competition, as ideally should occur.
For the analyst Danilo of Julius, the broker Concordia, BRF marks continue to be reference to the clients, but the company knows that competition won enough breath. "There's a reason the BRF to worry about the harvest, which is bigger and stronger, with conditions to continue to win market share (market share), with more investments in marketing than in the past."
Fight. The incursions of the harvest in the media to try to convince consumers to try their products recently have transcended the common clash in marketing and at the point of sale and came to court. In early July, just as the BRF was preparing to relaunch the Perdigão, Seara aired a campaign that tries to take to you a Sound icon: the letter "S". In addition, the campaign featured a product with less fat and sodium, compared to the previous version of own harvest.
The BRF was to justice, for understanding that the letter "S" is a Sound icon and consider that the commercial gives the message that the comparison involves the product of its flagship brand. Got an injunction to get the propaganda of the harvest, which was later overturned. The commercial had repercussions on YouTube, site counted approximately of 2.7 million views by Friday.
JBS Foods says he didn't mean to "pin" the contestant. Second Tomazoni, Seara has improved the quality of their products and can't wait to take this message to Brazilians. According to him, the intention is to show that, after decades, the consumer has an option to Sadia and Perdigão.
Group wants to turn reference for new executives
The food giant BRF is committed to creating a corporate identity for the talent contest on equal terms with Brazilian and multinational companies that traditionally are seen as "formers". To change the level, the company attracted executives from several consumer goods companies, including Ambev, Pepsico, Unilever and Reckitt Benckiser.
The Brazilian beverage giant Ambev was a model since the beginning of the "new phase" of the company, as stated the company's President, Claudio Galeazzi, in 2013. Two years later, the current Commander, Pedro Would, of 40 years, attempts to extend that notion: in addition to preach more competitiveness and global operations – as Ambev has been doing since the ' 90 – the BRF wants to give a contribution to Brazilian capitalism itself.
When making a call for talents to be a part of your team (and raise 18 thousand resumes in a few days), the company gave a message about the kind of people you're looking for. One of the mottoes of the campaign was: "If you don't believe in shortcuts, come to the BRF". Would say that the "crony capitalism" still dominates the Brazil – a practice which, in your opinion, inhibits the development of the country.