Products that are out of the country are back to Brazilian market

Who ever heard of a diet Coke, Oreo and Lay 's? Whether for souvenirs or traveling abroad, these brands live in the imagination of Brazilians. This was one of the reasons that made Coca-Cola, PepsiCo and the Mondelez bring back to Brazil in 2013.
For specialists, the path more difficult will be the Coca-Cola, which has another product that competes directly with its Light, Coca-Cola Zero. The Mondelez passes to star in a new market, but will have competition from the Negresco of Nestlé, while Lay's is the least that counts with the memory factor.
Coke relaunched in October its Light version for the metropolitan regions of São Paulo, Rio de Janeiro and Porto Alegre. The company has studied the entry in other cities, and ensured that its Zero will not leave the shelves. According to the marketing manager of diet coke and Coke Zero, Adriano Torres, the Light left the market in 2009, because the Zero, released two years earlier, won market quickly.
"We decided to bring the Light back to the market, as did research that showed demand for flavor. One-third of consumers said they had every intention of returning to consume and 90% still remember the brand, "explains Torres. He says the focus will be the female audience.
For specialists, however, there must be overlapping of brands. "It's complicated, because the terms ' light ' and ' zero ' are mistaken. Of the three brands, Coca-Cola will have a long way, "says the Deputy Coordinator of communication from Ibmec/RJ, Eduardo Murad.
"There must be an initial boom, but also that cannibalization brings costs for the company," adds professor brands management at ESPM, Marcos Bedendo.
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Murad points out that innovation is a point in favor of PepsiCo, which brings the Lay's back on the market. Since November the potato is found in the Rio-Sao Paulo and reaches the entire Brazil in January. According to the Director of marketing for PepsiCo Brazil, Gonzalo of peak in 1999, when the Lay's was brought to the market, the brand wasn't mature. The focus now will be adults.
"We brought Lay's with a different identity. The product has smooth texture, thin and crispy, besides being well dry, desired characteristics for adults. Our packaging was designed for this customer: very practical, facilitates handling and consumption by be opened horizontally ", adds the Executive. According to him, the Lay ' s was the product more service request service to consumers. In addition, over the years, the company strengthened the adult segment, with brands such as sensations and Costco.
For Bedendo, PepsiCo tries to occupy another market. "I must have great affective memory. But some people know the brand internationally, "he says.
The Oreo is on the shelves in Brazil since last month. The biscuit has been in the Brazilian market twice, from 1994 to 2000 and 2004 to 2007, but according to the Manager of the Oreo in Brazil, Flavio Ackel, now the consumer is more attuned to global brands and willing to buy products with higher added value.
"The trend in the category is seeing a reduction in the consumption of cookies simpler, with search for products that bring flavor and differential experiences", he explains. Mondelez factory of Vitória de Santo Antão (PE) now has a line developed for the manufacture of Oreo.
For Murad, the challenge will be to show that it is as good as the Negresco and create a different brand. "Get the preference that has in the world may be a way," he says. "You have great participation and Negresco is a strong competitor. But the Oreo brand does not leave the ground, "adds Bedendo.