Thursday, July 28, 2016

Bad exposure makes retail chicken sales lost

The category of frozen chicken and cold is mature and has good penetration into the stores, is nothing new. Even so, many grocery stores could sell more if it weren''t for the lack of organization in the gondola. According to research commissioned by the Harvest to Kantar Worldpanel: consumer, 73% of shoppers have the product in the shopping list. "The consumer gets confused on the gondola. He takes 1.30 minute to find what you want, while the choice of a sugar takes 45 seconds, "said Marcelli Ganzarolli, Executive Manager of marketing at harvest.
A way to increase sales is exposed as the decision tree. According to study of the harvest, the criteria for choosing the shopper at time of purchase are: cutting, preparation (baking, make a stew etc), price and brand. Flag the gondola also contributes to consumers quickly find what you''re looking for. "If the retailer you prefer using material suitable for this purpose, rather than provided by Harvest, no problem. The important thing is to make clearer the gondola ", says she. "Our goal is to boost the category as a whole, which favors the two sides", he adds.
The Executive remembers even if the attribute tag is being more valued by the consumer. "A few years ago, she wouldn''t show up as a factor in the purchase decision. People are looking for brands in which they can trust, "says Fabian. For this reason, the company is investing on a platform to make the production process of the company best known for chicken consumer. The Today''s Chicken takes questions from the public, seeks to encourage consumption from the disclosure of revenues and bring down myths, such as the use of hormones in the production – prohibited in Brazil, but many consumers still believe that there is. Similar idea occurs with the use of antibiotics. According to Mario Sergio Assayag Jr, veterinary PHD of the harvest, the medication is only used when extremely needed. The average incidence is only one every 140 birds.
To enhance the credibility of the brand, the company also has the chef Alex Atala as poster boy. "To have the seal of it helps. Alex was keen to meet the homesteads and meet all our manufacturing process, "says the Executive Manager of marketing.
Market segmentation
To set the exposure, you need to understand how the category is divided. In Brazil, 30% by volume is whole chicken (with or without kid); 20% of clq; and 20% of chicken breast. The remaining 30% are divided among other parties. It is also important to understand regional differences. Kantar Worldpanel: consumer study indicated, for example, that the northeastern prefers whole animal, because families are more numerous. "Later, they complement the purchase with the cuts favoured by families," explains Marcelli.
Southern consumers already prefer clq. Also like sambiquira (chicken''s tail tip). Already the chest has more output in Rio de Janeiro, while in São Paulo there is a mix of several versions. Remember that Fabian among the fastest-growing lines, is individually frozen cuts. The expansion can be explained by practicality, since the consumer can thaw only the amount you will use. In all, the company has 15 items with this technology.
In General, in the country, the preference is for chickens for two pounds. In addition, there are some parts that the Brazilian doesn''t like too, like chicken''s feet, considered a delicacy in countries like China. The same happens with the kids. "Young people don''t know how to prepare these chicken parts. But many still maintain a relationship with the dishes that were prepared by the grandparents, "says Fabian. To encourage consumption, Seara has disclosed the benefits of these cuts, as the presence of vitamins and minerals, in addition to teaching to prepare them touting recipes. "This behavior is also noted in relation to the redneck chicken" comments.
Market leader
In Brazil, the harvest has 34 chicken factories across the country and 23 distribution centers. The company has partnered with 9,300 producers. With 13% share (Kantar data April 2016), the company says that is a leader in the domestic market, where it produces daily 5,600,000.
The Brazilian poultry market moves 13,000,000 tons, according to the Brazilian Association of Animal protein. Growth last year was only 3%. "This is mainly due to the current economic environment," explains Ivan Siqueira, Executive Director of the harvest. The company''s consumer-focused initiatives can help improve this scenario. "We want people to understand what they''re taking home", strengthen the Executive. With that, both the harvest as retailers stand to gain.
Supermercado Moderno
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