Kirin Brazil foresees an investment of r $ 1 billion until 2014

SAO PAULO-A year after the restructuring of the institutional brand for Kirin and Brazil two years after purchase by the Japanese of Kirin, the ex-Schincariol wants to work closely with the consumer and eliminate negative images of brand and company.
?It seems obvious, but now we are changing the business model of the company of an industrial focus, production-oriented, for a company that give greater attention to consumer?, said the financial Vice President of beverage manufacturer, Fábio Marchiori, in an exclusive interview to the Broadcast, real-time information service of the State Agency.
According to the Executive, the Kirin Brazil (second largest company in the country in production of beer) will implement in 2014 its plan of innovation in both the portfolio of alcoholic beverages, which represents 60% of the revenue, as in not alcoholics, which account for 40%.
In 2012 the company's financial turnaround, which went from a loss of r $ 70 million in 2011 to a net profit of r $ 300 million. And 2013 has been the year of focusing on the strategy of approach to retail, second Marchiori. ?(The year) 2014 will be the period of change consumer perception to brands and to the company.? Among the brands of the company are the beers Nova Schin, Devassa Baden Baden blonde Well; the soda and mineral water Schin; the mixed drink Skinka; and juices.
Marchiori stated that there may be changes on items marketed, but without the extinction of products that bear the family name of the company and ex-controladora with a possible entry of items sold abroad by Japanese array. ?However, what determines the advent of the Kirin products-that can be alcoholics or not-and the change in current portfolio will be consumer demand.?
Present in 600 thousand points of sale in the country, the Kirin Brazil wants to increase its presence in 50% in the next periods. For all its plans, the company expects to invest $ 1 billion in the biennium 2013-2014. The amount will be the largest in its history. The information is from the newspaper O Estado de s. Paulo.