Qualitá if repositions and launches new products

The Group's own brand Qualitá GPA, will undergo a repositioning and new products. The goal is to expand the supermarket loyalty of consumers with competitive prices, and give autonomy to the strength of the exclusive label go beyond direct association with the network. Besides boost, maintain cross-brand Qualitá supermarkets of the group is part of the brand's marketing plan. "In addition to the history of perception, on the part of the customer, that brand is synonymous of lesser quality, we want to keep the exclusivity and the independence of our label to others," explains the marketing manager of the exclusive marks of the GPA Group, Carolina Redivo. Qualitá RETAIL itself and launches new products With strong investment in exclusive labels, GPA wants to have more than 1200 private label items on shelves beyond cleaning items, retailer aims to give more power and space in gondolas for Qualitá Beyond cleaning items, retailer aims to give more power and space in gondolas for the PHOTO: disclosure Qualitá GIOVANNA BUENO DAGNINO • SÃO PAULO Published on 18/10/18 to 05:00 the Group's own brand Qualitá GPA, will undergo a repositioning and win new products. The goal is to expand the supermarket loyalty of consumers with competitive prices, and give autonomy to the strength of the exclusive label go beyond direct association with the network. Besides boost, maintain cross-brand Qualitá supermarkets of the group is part of the brand's marketing plan. "In addition to the history of perception, on the part of the customer, that brand is synonymous of lesser quality, we want to keep the exclusivity and the independence of our label to others," explains the marketing manager of the exclusive marks of the GPA Group, Carolina Redivo. The exclusive brands Director, Wilhelm Kauth, comments that, for changes and new releases, invested five times more than usual. "Our challenge is to work on his own brand as well as working in Europe", explains, adding that the Brazilian consumer is more influenced by price than by the cost-benefit factor that hinders the loyalty. " We believe that the brand itself is an important pillar of our customers ' loyalty and, amid the economic uncertainties or doubts among the various brands available in a supermarket, ends up being a safe choice, because it reflects the reliability of consumer with the retailer ", analyzes the Executive. The news will tell Qualitá with a portfolio of over 1,200 products in the categories of food and cleaning. The new Lightweight and Premium lines are planned to be opened in the coming months. The Light line will feature light products, and the Premium have foods with different ingredients of common lines, like chocolates, fresh pasta and meat Rubia Gallega. In addition, the brand he conducted research with consumers and the change in presentation was one of the findings in the survey. "We spent 10 months reviewing the portfolio to test the quality of products. The result was a line similar to the leaders, but with prices on average 30% cheaper, "Kauth. In addition to the Organic, the Group has Qualitá a label geared solely to healthy eating, Taeq. According to executives in the areas of Exclusive Brands, the next challenge will be to increase the supply of organic products of this flag. "Brazil has a very small supply of healthy and organic items, especially for an affordable price and we want to change that," says Kauth.