Popular brand is bet to leverage sales

The creation of a third brand focused on class C is a short-term strategy that the BRF, owner of Sadia and Perdigão, plan to take to try to boost sales. The State found that one of the names under review for this new line of products is Kideli.
How Sadia and Perdigão today compete together the market grades A and B, the idea is that the brand new hit head-on with regional names and with the harvest, the JBS group, which became the main tormentor of the BRF in the country.
On the one hand, the move is an attempt by the company to stop the bloodletting in the internal market. In the midst of a crisis of management and results, the company saw competitors move in.
Three years ago, Sadia and Perdigao had, together, 59.1% of the frozen market. Today, owns 48.4% of the segment, a fall of almost 11 percentage points, according to data from Nielsen June obtained the report.
The launch of the popular brand is regarded also as a shortcut to reduce idle capacity in the factories of the company. "Create a brand of combat can be a way to retrieve your production capacity, which has always turned to 90% to 95%, and today is between 70% and 75%," says Gabriel Vaz de Lima, an analyst at Bradesco BBI.
Sources close to the company, however, indicate concern about the execution of this strategy, which will require investments of a company with high debt and still fight to regain space lost by Sadia.
Resilience
The last measurement from Nielsen indicated that, in frozen, Sadia and Perdigao won together more than 2 percentage points in the market ground, finishing the month of July with 32.6% and 15.8%, respectively. Good news for the company that, at the end of may, reached the worst participation in the segment in many years.
The performance, however, inspires caution, according to sources close to the company. Both brands are still far from recovering the space I've ever had. Deserves attention, says an Executive, the difficulty of the BRF to stop the harvest, the JBS.
Despite your strong reputation crisis facing controller, with the brothers Joesley and Wesley Batista prisoners, the contestant also expanded your slice in frozen in this last measurement from Nielsen.
In the industrial sector, Seara held your position in August, while the losing ground followed Sound-is now with 20.6% of the segment in which already had almost 40%. The recent fall of the mark was so intense that the Perdigão became the leader in the segment for the first time. The information is from the newspaper O Estado de s. Paulo.