Two brands, two strategies

The market is the same, the fine chocolate, but the two main players in the Cocoa Industry Show and Kopenhagen, adopt different paths to hook consumers
Two of the chocolate principaismarcas finosfazemmovimentosdistintospara expand suasparticipaçõesdomercado.While aKopenhagen opens its first concept store in Oscar Freire in Sao Paulo, the holding company Cacaupar, which owns
Cocoa Show, announced this week the purchase of control of the seven tiny girls bring joy, network created in 2010 by Taciana businesswoman Kalili.
According to Alexandre Costa, President of the Cocoa Show, the idea is to bring the expertise in management, expansion and logistics damarca to the seven tiny girls bring joy, which today has only 10 units, all in São Paulo. "The idea is that it can offer more consumers the product, still restricted to São Paulo. With the partnership, we can take care of this bottleneck, because we've been in all the States of the country, "he explains.
Although he did not reveal the value of the transaction, the new partners already amarca expansãopara têmplanosde. Ameta is closing 50 stores with seven tiny girls bring joy and 2015 to reach 200 by the end of 2018. to achieve this goal, the growth now is for
franchises, model already adopted by Cocoa Show, which plans to have 2 thousand units until 2015. The network is to close the year with 1,540 points of sale. "In five years we will be in the whole Brazil", says Bebo.
Costa says that the Cacaupar has $ 50 million to invest in acquisitions and new business development, which does not leave the candy market.
"We have the knowledge of how to do it, we're a brand with customers of classes A, B and c. The seven tiny girls bring joy is more exclusive. But we can't rule out having brands
more democratic in holding ", said Costa, who doesn't think, however, in putting the seven tiny girls bring joy and Cocoa Show in the same store. "Are distinct value propostasde."
In addition to the acquisition, aCacau Show is investing in new equipment and products. "We will have a new line which produces 1,300 truffles per minute and we launched 100 products per year. We have Panettone with Belgian chocolate for Christmas ", said Mr. Costa. According to him, the seasonality, which would decrease sales, not scary. "In the summer, our industry already working for Easter," he points out.
Including industry and retail, the Cocoa Show grossed R $ 1.5 billion in 2012 and is expected to close the year with more than $ 2 billion. "In 2015, we expect to reach $ 3 billion," says Costa. Already the seven tiny girls bring joy faturouR $ 8 .5million u.s., and expects to close 2013 with $ 13 million.
Copenhagen opens concept store in Oscar Freire
The Kopenhagen inaugurates today a flagship on Oscar Freire in Sao Paulo. "The Crown store the 85 years and damarca is a project designed with a distinctive architecture, which has nothing to do with our other 313 units. She still
a look to the future. We will have a panel of LED, which in addition to displaying products, there's interaction with social networks and replica shares of store, "says Renata Moraes Vichi, VP of CRM Group, owner of the Kopenhagen and Chocolates Cocoa Brazil.
Anova lojateráprodutos, as the line exclusive Luxury Gifts, decorative items that can be associated to chocolate, but there will be no change in the segment. "Our other commercials are already where there are large public inergia.We're not exploring other market. It was common for customers to purchase decorative items at other stores and back put chocolates, "says Renata.
According to her, the brand made partnerships with Nespresso, which creates drinks unique to the store; whisky Chivas; In addition to the Given Bier, who created a beer
chocolate. "We also partnered with chef Monica Dajcz, who signs
two pies, a chocolate mouse with Buckshot and a dulce de leche with cat Language ", tells the VP, which is already negotiating a store similar to the flagship of Sao Paulo in the Shopping Village Mall, in Rio de Janeiro.
The CRM Group won $ 590 million in 2012 and expects to close the year with $ 760 million. "Our growth was based on communication strategies. More
that doubled our investment in marketing, which went from $ 21 million to $ 50 million. Buying sponsorships like Big Brother Brazil for Chocolates, and Rock in Rio and The Voice Brazil for Copenhagen was important, "says Renata. "The target of the Copenhagen is segmented and without brand elasticity, so we created the Chocolates Cocoa Brazil, which closes the year with 500 shops", completes the Executive.
The idea is that the seven tiny girls bring joy can offer more consumers the product, still restricted by SP. With the partnership we can take care of this bottleneck, as we are in all States of the country "
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Alexandre Costa
President of Cocoa Show
Our other comerciaisjá points are where there is synergy of public. We're not exploring outromercado. It was common for customers to purchase decorative items and return to place bonbons "