Piraquê bet in popular foods and plans factory in Rio

The manufacturer launches in April, corrugated potato chips under the brand name "Carioca" and, also, a line of powdered juices of his own brand. The two products are the kickoff of the company to enter the market for snack foods and powdered products, such as Downmix for cakes and chocolate.
Thus, the Piraquê is 62 years manufactures biscuits and, there are 55, pasta, makes it clear that it wants to invest in the most popular foods. "We want to put the foot in this segment because it brings a positive result for companies. For some of them, come to represent 15% of revenues, "said Alexandre Colombo, chief marketing officer of the group, which concentrates its production Piraquê in an industrial complex of several buildings in Madureira (RJ).
Competition
To face competition, whose leaders are the potato Ruffles, PepsiCo, and powdered juice Tang, Kraft, the Piraquê has its own distribution network that delivers 60 thousand customers, mostly in Rio, São Paulo and Espírito Santo. Cheney noted that, at the beginning, does advertising of products on television.
The price of new products will be 10% less than the competitor sold, but Colombo says that the strategy is not low price. "It would be against our philosophy of prices," he says, adding with pride that always charges the same table of all resellers and they do not practise price reductions to participate in promotions. "If the Distributor include our products in any promotion to call consumers, it is he who pays," he says. "Let's not get into price war. But let's get in several places they are not enough ". Deliveries of the company are all made in 200 trucks. To deliver the new products, yet you do not need to expand the fleet.
New factory
At the current stage of the company, for the first time to manufacture a product of trademark Piraquê will be outsourced. The potato will be manufactured by Boa Vista and Vitalis will make the juice. But the company has already secured a funding of $ 100 million in the BANK to build a new plant in the municipality of Burned in the Baixada Fluminense (RJ). The unit will occupy an area of 75 square meters. The company did not inform about the start and end dates of the work.
Results
In five years from 2006 to 2011--company's gross revenues grew from $ 302,9 million to r $ 534,2 million, an increase of 76%. Last year, turnover rose by 14.6% to $ 612,5 million. Ebtida margin had annual expansion above 10%, on average, between 2006 and 2010, and 4.7% in 2011. The result of 2012 was not informed.