Cencosud wants to triple sales of own-brand line

The Chilean group wants to triple by the end of the year the recipe of your own tag line Prezunic, newly released and has 70 items. She will go on sale in all the flags of Cencosud Brazil (GBarbosa, Prezunic, Bretas, Perini and mercantile Rodrigues). To achieve this goal, the line will aggregate 300 items until the end of 2015. Until now were invested r $ 1.5 million.
Data from a study conducted by Nielsen reveal that 49.1 percent of Brazilian households bought at least one private label item in 2013. Following this trend and focused on the strategy of increasing profitability in the market, the retailer Cencosud in its own brand bet Brazil Prezunic.
The 108 Prezunic products are divided into the categories food (68 products), cleaning (22 products) and bazar (18 products). "The brand was positioned strategically at the points of sale, through marketing actions that provide sensory experiences with the public. In this way, we can take the first step in the conquest of consumer confidence, "explains Samuel Ramos, Manager of his own brand of Cencosud Brazil.
"The differential of the brand is that the work of Prezunic product development has no end. After the release, the company's research to the point of sale, purchase sample at random and maintains a continuous analysis to check whether the product marketed remains with the same characteristics. It shows the responsibility with the products that we propose to sell, "concludes Branches.
By the end of 2014, the brand will have 120 Prezunic skus, which means almost twice the current catalog. The company nods positively to 2015 and already provides for the release of 150 products, in addition to projects to strengthen the brand's own marketing campaigns Prezunic in all the flags of the Group Cencosud.