For Lactalis bet on Parmalat brand to fight for leadership in the Brazilian market

French company brought back campaign of mammals, which made success in the years 1990. Also promoted restructuring in Brazilian operation around the famous mammals to open TV doesn't mean that the trademark owner for Lactalis Parmalat in Brazil since August 2014, is dumping a truckload of new money to rebuild the brand, which has already been isolated leader of market in the country. The return of Parmalat will be gradual, said Patrick Sauvageot, President of for Lactalis in Latin America. "Parmalat was a broken company," he says. According to the Executive, the company will be re-erected it gradually, at the expense of much negotiation. The for Lactalis, which is investing aggressively in the Brazilian dairy market, paid $ 250 million for the four plants of Parmalat. To keep the Elect and the Batavo, which were in the hands of a local group healthy (the BRF, owner of Sadia and Perdigao) had to shell out seven times more: $ 1.8 billion. Even so, Parmalat is the big bet of for Lactalis to fight for the lead in the Brazilian market. That's because, even with the problems suffered in recent years, the brand is more remembered than Batavo or Elect, according the French giant's Chief Executive. In addition, it is strong in all Brazil, while the other labels have acting more regionalised. Market sources estimate that, with the incorporation of the assets of the BRF, the already occupies the second position for Lactalis in the industry, behind only the Nestlé. Since Cade approved the purchase of the LBR in October last year for Lactalis devoted himself to meet the challenges for relaunching of Parmalat. Before thinking about marketing, however, had to work in a more basic issue: the product quality assurance. Reviewed processes, switched suppliers, restructured the distribution and also sought to give tranquility to officials, who for years worked in a company threatened to close the doors. With this homework in advance, the company began thinking back to the media. There was only one problem: the array had not released enough money for a large-scale advertising campaign. I needed someone who was willing to believe in the project. Second found the newspaper O Estado de s. Paulo, Sauvageot, in addition to having limited resources, wanted to use the agencies that are global partners for Lactalis. Wanted specifically advertiser Ehr Ray, who created the original campaign of mammals, in 1996. Market sources say that the appeal to the affective memory worked. The remuneration of the BETC, agency from which Ray today is a partner, is based primarily on the "success rate". The more milk to Parmalat sell, the greater the value received by the Agency. Reduced portfolio for the time being, Parmalat is limited to a reduced portfolio of products, second Sauvageot. Is focused on some types of long-life milk, including a dairy, a chocolate milk, cream and condensed milk. Outsourcing of the brand to other categories, such as biscuits, should be discontinued. The same will occur with the gelaterias that take the name Parmalat. Among the objectives of the brand is its return to the yogurt segment, in which the French giant sees good opportunities. Permanent assets despite economic problems that faced both in Brazil and in Italy (the matrix, incidentally, is in the hands of for Lactalis since 2011), Brazilian's relationship with the brand was not affected, according to consultant Mark Gouvea de Souza, the GS & MD. "The internal problems respingaram not on reputation of Parmalat." For the specialist in brands of Maximilian Tozzini Bavaresco Sonne Branding, the "mammals" are a classic Brazilian marketing. Is an "asset" that can once again help the company. "The plushes of Parmalat were the biggest promotion of exchange of gifts already made in Brazil," recalls Bavaresco, referring to 17 million units distributed in the years 1990. "The brand has this heritage. Children of that age are the Moms and dads of today. They might be willing to return to consume something that brings a nice memory. "