Coca-Cola Femsa invests in new flavors in the country and public sight A and B

São Paulo-Coca-Cola Femsa is committed to the plan to diversify its portfolio in Brazil, at the same time that directs the sales efforts for the public and (B) to face the retraction of internal demand.
"Our focus is that audience that seeks new products and which has greater purchasing power even with the economic crisis. Are people who have traveled and know the products of other countries. Still other news will come, "said the company''s marketing director in Brazil, Dorian cross, in an exclusive interview to the DCI.
According to him, the company prepares news for after September. Until then, the focus are the versions Cherry and Vanilla of the refrigerant in the Brazil, already consolidated flavors abroad. At the same time, the soft drink manufacturer reinforces the brand maranhense Guaraná Jesus-acquired a few years ago by Coca-Cola-South and Southeast regions, and even the launch of Coca Cola soda with Stevia natural sweetener and 50% reduction of sugar.
"Just this year has already brought three different flavors, so for now let''s work on those new products and make room for them to develop and bring opportunity for new items," said the Executive.
According to him, the versions Cherry and Vanilla will be produced and marketed in Brazil for about three months. "Everything depends on the success of the product will have on the market, but limited editions always stimulate consumption. If there is a significant sales volume, it is possible that they get in the permanent catalog. "
The forecast, says Cruz, is that the sales of these two beverages reach 24,000,000 units mark (310 ml).
"Coke has several formulations around the world and analyze what would fit best to the taste and to the Brazilian consumer''s pocket. We want to reconnect some consumers through innovation, but the increase in sales is a more complicated process and not coming just for new flavors, "says the Director.
He also comments that the decision to direct efforts to the public and (B) reflects the retraction demand on C class. "for a long time the class C was responsible for the growth of the category, but now the Brazilian consumption is stagnating, with a tendency to fall," adds Cruz.
In the assessment of the President of the Association of Manufacturers of soft drinks of Brazil (Afrebras), Fernando Rodrigues of neighborhoods, innovation is essential to the recovery of the market. "Always we guide our associates in that sense. In the case of Coca-Cola, add value to a product already known is a smart strategy at a time when consumers buy less or seek cheaper options, "says. To him, new flavors and packaging can be solutions for brands. "We''re talking about consumers willing to try the new. News like this always increase the chances of attracting people to the category, even more after a month in which produce much less than usual for the sector. In the case of Coca-Cola is not a risky move and can, in fact, increase sales ", assessed the leader.
Scenario
Control system of production of beverages (Sicobe), internal revenue service, the production of 6,814,000 liters of soft drinks in the first quarter of 2016, 4.16% drop on the same period last year. As the Sicobe, June was the worst month for the sector since 2011.
Neighborhoods still predicts a second half hard for the soft drink market, with 10% drop in volume produced in relation to the same range of 2015.
"I don''t see how to retrieve the dynamism of the sector in the short term, it''s not going to happen because our political-economic scenario is not favorable," said the leader, who still considers "early" to make predictions more accurate.
"If we close with the same numbers of 2015 will be very good, because there''s no way to grow now. The scenario should remain equal or worse, "laments. Last year, were produced 14.9 billion liters of soft drinks in Brazil.