Melitta bet on high of 48% in its turnover until 2016

SÃO PAULO
Mindful of the stagnation observed in its turnover in European coffee market and growth opportunities present in Brazil, the German multinational Melitta outlined an ambitious plan to expand its presence in the national territory and achieve the mark of r $ 1.2 billion in revenue until 2016, which would represent an increase of 48% for 2012.
Among its main strategies, the company plans to expand the brand into new regions of the country, such as the Northeast, and winning new market segments, reaching the younger portion of the population.
"We see the advance to the Northeast as a kind of journey, based on resources, people and brand expansion. We have a distribution center in Maceio and let's broaden our base of distributors. Consolidating the infrastructure, we started the promotion of the brand, "explains the President of Melitta Brazil 's, Bernard Wolfson.
According to the Executive, the movements in the North of the country began with the expansion of the lines of filters for large customers in the region. Now, the brand you want to distribute them to the smaller players. "As a result, we will develop a Melitta coffee that will tickle the taste buds of northeasterners. The searches are under development, but the launch should only occur at the end of next year ", detailing Wolfson.
To implement the projects for the coming years, the multinational will invest R $ 350 million by 2016. According to the President of the company in Brazil, about r $ 300 million will be allocated to advertising, actions with consumers and customers, and market research. The $ 50 million remaining will go to expansion of productive capacity and modernization of the information technology infrastructure.
In this way, the Melitta coffee production accounted for an increase of 23% by 2016, while the production of filters will increase 30 percent on the same basis.
According to the company, the changes also will make access to 1.3 million new homes throughout the Brazil. Currently, the southern region of the country represents the largest market of Melitta in national territory.
Last year, the German multinational accounted for a 13% growth in turnover compared to the same period in 2011, totaling R $ 812 million. The result represented 20% of the company's global revenues. On occasion, the coffee segment presented a high of 14%, while the filters sector closed the year with a high of 7%.
Based on these results, the company will continue betting in the segments of Melitta coffee brands and Bom Jesus-and filters to expand its presence in the country. This year, the company aims to grow 11%, with revenue of $ 902 million.
"The results presented in the first nine months of this year, showed that we are aligned with the performance observed in 2012, and that our projections should come true," says Wolfson. To achieve all the goals set forth, the German multinational also bet on the growth of Melitta Wake, Milky drink line ready for consumption and destined for the younger portion of the population.
Released last year in the States of Rio Grande do Sul and Santa Catarina, the item arrived at Paraná in early 2013. According to Wolfson, the next stop should be in the State of São Paulo in Brazil. "The young before young's child. And, being a kid, parents are keen of dairy consumption. But at some point, this consumption changes to coffee-based drinks, and that's where we want to go. In contact with the coffee during college or when they get married and form their own families, "says Wolfson.
The Melitta Wake is intended for consumers in the range between 15 and 30 years, representing 25% of the Brazilian population, accounting for approximately 50 million people.
According to the President of Melitta of Brazil, the company also is studying other possibilities for growth in the country, as the contributions in the area of consumption outside the home. "Four years ago, we began to invest in this sector in order to gain a slice of it. In Sao Paulo, this business has tripled, and planned more contributions in this area ", concludes Wolfson.