Petrópolis invests in football to grow in the Northeast

Grupo Petrópolis announces today that will christen the Arena, one of the stadiums of the World Cup. The contract cost the brewery r $ 10 million per year for ten years and may be renewed twice during this period. The business has the same format as the closed in March for the Arena Fonte Nova, in Salvador, and in both cases, the mark will be incorporated into the Kmart names of stadiums. The money is included in a group plan that provides for investing $ 2 billion by the end of 2014, money that will come out of the box and the company's financing.
Baptize the stadiums is part of the strategy of Petrópolis to the Northeast region, where the company has only a 0.5% stake. The goal is to reach 15% in two years, says Douglas Costa, Director of group marketing. "We will have to invest in marketing. The traditional festivities such as Carnival and St. John, already have sponsors. " Investments in marketing should add $ 260 million.
Odebrecht Properties built the two stadiums, which facilitated the negotiation. The contractor has the right to economic exploitation upon them-the Savior was in partnership with the OAS Arenas. The Petrópolis do not plan to baptize the other arenas of Northeastern (Natal and Fortaleza), but dispute the São Paulo, also of Odebrecht.
Much of the investment of r $ 2 billion goes to the construction of two plants, in Pernambuco and Bahia, where are the arenas Itaipava. The Bahia should be ready at the beginning of the second half and Pernambuco, at the beginning of next year. The Petrópolis launches marketing actions in those States if the factories are operating, "not to generate anticipated demand," says Costa.
The Petrópolis is the second largest brewery in the country, behind the Ambev. 2012 ended with 10.7% share compared to 68% of the competitor. In the Northeast, the Nova Schin from Brazil, Kirin is also known. Costa says that the pressure in the Northeast will be strong market and has already begun: the competitors are conducting promotional activities.
"The race will be at the point of sale, but not in price. If we go with a positioning [below as the Itaipava wants to place] we will not be able to change later, "says Costa. Negotiations with retailers are moving well, he said, because, for customers, "is more interesting to have a mark on the gondola. This lowers the Ambev dependency ".
The Northeast operation can help Petrópolis to grow in a delicate moment in the industry. Sales by volume, retreated in the first four months of the year. Costa says the Petrópolis also sold less, but the fall was less than the market, which has allowed the company to increase the stake to 11.34%. Considering only April slump was 4%, and that of Petrópolis, 2%, according to the company. Sales in may outline a reaction, says Costa. The group, which in addition to beer produces energy and isotonic, grossed about $ 5 billion last year.