Carrefour launches line of imported products with their own brand

He introduced the concept of a hypermarket in Brazil. Made important acquisitions and for years held the title of the nation's largest retailer.
Carrefour was also the first to launch own brand products, strategies soon copied by competitors. But for some time, the company has launched a series of trends for divestments. After the lozenge of r $ 1.2 billion in 2010 in its accounts in Brazil, the network was never the same.
Changed to President, closed shops, came out of e-commerce. But this week decided to leave its cocoon to announce a new strategy. The issue, again, is his own brand. A modest but action that demonstrates an attempt to continue fighting over sales.
The retailer has launched 100 Carrefour branded imported products. From countries such as France, Spain, Italy and Belgium, they won high airs gastronomy, but aim to attract grassroots consumers also. This is because prices vary from $ 3.49 to $ 15.99. "How are exclusive products of the company, maintain loyal customer and are accessible to the C class, which consumes more and more differentiated products and value the price at the time of purchase," said the company in a statement.
Despite its affordable price, one senses a certain sophistication on the labels. All items feature packages written in French, even those not made in France. Biscuits, fruit jellies, chocolates, preserves and sauces are among the examples.
To Eugene Foganholo, retail specialist consultancy Mixxer, the prices are really attractive. "Because they are imported with labels in French, they turn into aspirational products for the emerging consumer," he says.
According to the consultant, the Carrefour's strategy has everything to go right, regardless of the variety of such products available in the retail market. "Today's consumer stays in various shops. It is multichannel and purchase in each store what else interests you, "he says.
Carrefour said that the arrival of imported generated an increase of 5% in the assortment of products that carry the network name. It is worth remembering that the retailer has the own brand Carrefour for many years. But until then, all products with this national name was.
In addition to not being focused in sophistication. The Casino, Carrefour's main competitor in Brazil and in France, sells for here their products with the brand that bears his name for many years. The items for sale in its stores with the Pão de Açúcar banner, also are considered premium.
Other brands
Considering also its other brands like Live, Discount, Tex, and the Carrefour Home, Selection, Kids and Baby are more than 3 thousand items in stores. "The importing of own-label products came from a study conducted by the company to identify which lines of foods offered good acceptance and greater opportunity for growth", says the company.