Dairy company investing in sponsorship

Sports marketing investments by enterprises of Minas Gerais ' dairy have grown year over year, representing most of the approximately 2.5% of revenues of the companies that are destined to their marketing campaigns. The strategy consists of the association between sports and the consumption of milk and derivatives with a life full of health and well-being. The results for the business are already possible to see in practice: gain new markets, increase in the number of consumers and guaranteed presence on every media appearance of the teams or athletes who take their marks stamped in uniforms.
The Embaré food industries s.a., with factory in Lagoa da Prata (Midwest region), for example, is increasing more and more your range of participation in sport by means of sponsorship quotas. According to the CEO of the company, Hamilton Antunes, the action is more evident in the Northeast, where they see the brand of Peasant emblazoned with Milk more frequently in times of Alagoas and Pernambuco.
In Minas Gerais the strategy recently arrived, but grows every year. According to him, the marketing of UHT milk in the State began in 2011, so the actions of sports marketing also began a little later. "In 2013 we gave our first steps in sport miner. Start with the women's volleyball team of the Minas Tênis Clube, after we reached the soccer teams in the country. Now it is possible to view the brand emblazoned also in male volleyball team uniforms of the Mines, "he explains.
Antunes emphasizes that currently about 2.5% of the company's net revenue goes to investments in marketing and that a large part of this amount is directed to the campaigns in sport. "Start with something small in the Northeast and now we already have presence in times of Minas Gerais captivates. In the case of the women's volleyball team are the master sponsor, "he points out.
Such expertise and investment, Peasant milk has reached the rank of first product brand in the metropolitan region of Belo Horizonte (RMBH) and second in the entire State. "This is the result of this work," he says.
Since the action comes along so the idea is to continue. According to the Director-President, Embaré follow investing in 2015 and the contributions to the area are assured. Although he did not specify how much will be intended for sports marketing, he asserts that the investments of the company in the course of this exercise should add something around r $ 30 million. The value is less than the landed last year ($ 50 million).
In the case of Central Mineira de Cooperative Dairy Ltd. (Cemil), headquartered in Patos de Minas, in the region of the Alto Paranaíba, according to the President, João Bosco Ferreira, the resources allocated to each year marketing shares over 1.5% of revenues of the company and a large part of this amount is applied in the area of sports. This is because, according to him, this is an area that the company attractive to new customers.
"The marketing has an extraordinary strength around the world. There are several ways to apply it and, in the case of our product, is even better with the sport. The idea is to target the consumer broadly and encourage the practice of sports. Uniting the two things we can reach our goal, "sums up.
At the end of last year, the company signed a contract with the two largest teams of Minas Gerais-Atlético and Cruzeiro-for a sponsorship fee valid for 2015 and 2016. The values of contracts are similar, but have not been disclosed. The two clubs have already lent their brands for the company's milk cartons, which also sponsors teams in the interior as Patos de Minas, URT and Mamoré.