Guarani search extend sugar retail sales

While most of the sugar-alcohol sector bet their chips into the foreign market because of the favorable exchange rate and the prospect of increased international demand, is the Brazilian retailer trade generates glow of the Tereos sugar and ethanol Guarani, controlled by French group Tereos.
The company sought to make his mark, now with new visual identity, and create a marketing campaign to get directly to consumers.
The Brazilian retail sector represents 13% of the Tereos has with its sales of sugar-a still modest participation front the 50% that represent sales to the international market.
Jacyr Costa, General Director of Tereos, prefers not to establish a goal for sales or market share, but demonstrates optimism with respect to a segment that has few competitors with already consolidated brands, as the Union, Camil group. "We have to see what the acceptance campaign will have and what result will have to direct the goals," said the Executive.
Although Brazilians are making more accounts before the buying decision because of corrosion of the rent, Costa pointed out that the consumption of sugar has resilience even with the crisis. The changes, however, must not influence the retail prices, which should follow in strong correlation with the external market.
The artillery will be released first on the State of Rio de Janeiro, where the Guarani has 25% market share, and after about São Paulo, where the brand is preferred by 10% of consumers, according to Costa.
The bet of the Tereos, which consumed 500 1000 R$ in marketing and advertising investments, also led to the hiring of Gustavo Segantini, ex-Ambev, as Manager of retail products.
The new Executive points out that the Tereos intends to differentiate in the market trying to engage the consumer in the company''s investment decisions in the area of sustainability.