Arcor reduces price of Christmas pudding graduates

The Arcor has adopted a different strategy to circumvent the greater pressure on the demand for Christmas pudding. Without signs of improvement in the pace of sales for the last month of the year, the manufacturer is working with lower prices in line with Christmas pudding graduates.
"For the licenses of times [of football], this year came up with a proposed 30% lower in price. For the other lines, we forecast increase designed around 8%, basically these are pass-through of cost increases, "explains marketing manager of Arcor cookies from Brazil, Anderson Freire.
The account executive who, for this Christmas, the manufacturer also changed the packaging of licensed lines to lower-cost versions. Now the products come in boxes of paper similar to regular lines and no longer in tinplate cans.
On Pandurata, one of the main competitors of Arcor, the tinplate cans were held this year in 1906 and Visconti, but most of the portfolio of the company's Christmas pudding is still composed of products in packages. The segment leader Pandurata doesn't work with licensure in Christmas pudding.
Already the Village, another competitor in the category, works with children in licensed Christmas line, similar strategy is applied at Easter.
"The competition was very fierce and this year will be no different. Our main bet for this year is the premium line and the major release which is the dream taste, all with 550 grams, perfect for gift giving, "says the Manager of Arcor.
The expectation of the company is similar to that of competitors, that expect a further boost in sales due to product search as a gift option this holiday season.
According to the consulting firm Nielsen, the sale of Christmas pudding was discharged from 8.7% in volume and 10.7% in value in the last year, even with the slowdown in household consumption. That year, the Serasa Experian found that sales on the date as a whole retreated 1.7 percent compared to 2013.
Freire says one of the main goals of the company is to consolidate the line of Panettone stuffed the enterprise and the pricing is one of the main points of this strategy.
"We want to bring very attractive proposals at a competitive price," he adds.
The expansion of the retail presence is also remembered by the Executive as part of the actions planned for the period.
Expectation
The manufacturer, however, should not be sufficient to increase the volume of orders in front of the last year. According to Freire, sales should be in line with Christmas 2015.
"The production [of the Christmas pudding] ends in early October. But, we work with different scenarios [demand], "says the Manager of Arcor. The initial forecast, this year, will be produced about 3 million units of Christmas pudding.
According to him, for the State of São Paulo, Arcor has concentrated efforts on Christmas pudding brand Triumph. The brand already has the main Aymoré Minas Gerais market.