This represents the biggest change in the Edson Queiroz Group’s food and beverage business. The work was supported by the Ana Couto Agency.
Attentive to market movements and consumer behavior, Minalba Brasil will launch the new positioning adopted by all its brands in July. “Connecting business, brand and communication, the movement for change is based on the consumer, who is our reason for existing. Our attentive eye for trends and behavior has allowed us to redesign the business strategy, with the purpose of nourishing the appetite of Brazilians to transform their worlds, this is the Minalba Brasil way of acting and with our brands it would be no different,” says Camila Coutinho, National Marketing Manager at Minalba Brasil. The positions adopted speak to this thirst for challenges and transformation.
The strategic brands, Indaiá and Minalba, are already leaders in terms of recall and/or preference in their segments. With the implementation of the final phase of the branding project, the value proposition of the brands will become even more tangible – both for the strategic brands and for the brands that currently perform in other categories, such as juices, soft drinks and energy drinks. “Our goal is to generate differentiation by connecting people, brands and results, while respecting the legacy of relationships already built, and respecting the culture and customs of each corner of this immense Brazil that welcomes our portfolio so well,” adds Camila Coutinho.
The expected impact on the market is very positive. Internal discussions about the business as a whole began in 2014, and in 2015 Minalba Brasil started the branding project, which began to be implemented in 2018. The construction period was a starting point and the transformation is ongoing. “The entire structure of Minalba Brasil has worked assertively to offer the right product for the right appetite. This has required changes to our entire market service model and the work with brand and communication strategies will allow us to make our positions tangible, engaging our brands with our consumers, generating purpose and creating an ecosystem of value that guarantees our perpetuity in harmony with our values and society,” says the manager.
The work was put together by a very interesting multidisciplinary team. “We had the support of the Ana Couto Agency from the start, bringing the necessary methodology and know-how, from building the brand and communication strategies to making the content tangible with the campaigns; our agency, G Marketing, has been with us for a few years, knows our DNA and continues to support the strategies, as well as the internal team that put on a show, made up of Marketing, Trade, Sales and other areas of the business that were fundamental to the success of this endeavor,” adds Camila.
In line with the market and this moment of transformation, Minalba Brasil continues to focus on its portfolio. The company is part of the Edson Queiroz Group’s food and beverage division and intends to increasingly increase its offer to the market, whether through mergers, acquisitions or its own development. “We recently launched our honey, an organic product with the best certifications in its category, aimed at consumers seeking health and quality of life, and we’ve started off on the right foot with our operations in the food segment. We also have other partnerships being studied in parallel, both for the domestic and foreign markets,” he says.