Flora turns to grow in supermarkets

Owner of brands such as Minuano and Francis, the Flora is undergoing an internal revolution. The changes aim to grow in food retail. They range from improvements to the supply until the creation of an area of trade marketing. The company, which belongs to the JBS, started a deep analysis of the business to identify opportunities for improvement. Started eight months ago, the process is very moving, but the first results begin to emerge. "This year, we are already high between 15% and with 20% in sales," says Lucia Azevedo Bittar, marketing director.
Meet the following key strategies to speed up the business in super and hypermarkets: Supply
Between the logistics bottlenecks, was the area for the storage of goods on CD coupled to the main factory, in Luziânia (Goiás). Due to lack of storage space, many SKUs left to be produced in sufficient quantity to meet the demand. Because of this, Flora invested r $ 22 million. "We increased in 35% space for storage. With that, multiply by four our ability of logistics operation, "says Lucia. The company also implemented a WMS solution which allows better management of the processes.
Running in store
According to the Director of Flora, the company wants to provide a service "Note 10" to customers. "Execution is the key to our work," she says. The idea is to ensure a good display of products and assortment suitable for shops, among other points. Promoters
Keep my eye on that best execution, the company is gradually going through the team of prosecutors, before to own contract. Started three months ago, the project began from the South of the country, where it is already completed. The initiative has helped sales grow 8% to 10% of the above other regions. The process of "internalization of the team" should be implemented in 80% of the country by the end of the year.
Trade marketing
Another novelty is the creation of the area of trade marketing. The idea is to understand the operating mode of each client, adapting to it and support according to their needs.
Distributors
The number of distributors left 9 to 32, which helped to achieve 30 1000 new points of sale. Besides selling, they also support customers. "We''re qualifying distributors. We offer guides, execution plan of excellence and define goals. They are also prepared to suggest and help the supermarkets in category management, "says Lucia. The channel, along with the attacked, meets the traditional establishments and retail of one to four, plus some checkouts up to nine. Buy directly from Flora mainly above shops 10 checkouts. "We started to take some five to nine", says marketing director. The Executive says that there is still opportunity for the company to improve both numerical distribution as weighted (which considers the most representative stores in sales).
Discount policy
The Flora has implemented a system of "discount bands". They work like tracks that limit the negotiated between industry and retail. Before, the sellers had flexibility in negotiation, which generated high price dispersions on the market. Happen, for example, a customer has high discount and another competitor, not his. "We''ve created a pricing area to monitor the values charged. When they exceed the price established in each '' band '', sought to understand the problem to fix, "explains the Director.
Brand positioning
Flora also held a job of repositioning of some brands, who demanded change in prices. "It took some adjustments were up and others down," says Lucia. The laundry detergent as well is an example. "In this case, our goal is to offer the best cost/benefit to the consumer. This product will not be more expensive than even the cheapest portfolio, "she says. On the other hand, for the SOAP Francis, was set a minimum price. The brand offers attributes such as presence of floral oils and Perfumery. "As Francis generates a lot of volume, the discounts were high, reducing much the final price", adds the Executive.
Even aware of that still has a good way to go, Flora already celebrates the first results. "We have taken our customers a value proposition, and we''re being bem-recebidos," concludes the Director of marketing of the company.