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A Cruzília anuncia seu posicionamento de marca. Fundada em 1948, a empresa – cuja história foi iniciada em uma banca no Mercado Municipal de São Paulo – a agora por um processo de rebranding, que teve início identificando junto ao mercado os principais atributos de seu portfólio. Para isso, realizou pesquisas focais com consumidores de diferentes regiões do País e conseguiu elencar três premissas prioritárias: a excelência e exclusividade dos produtos, sua localização ao pé da Serra da Mantiqueira (MG) e o fato de serem feitos à mão com cuidado especial.
“Era preciso buscar um diferencial competitivo para a Cruzília por meio da marca e das embalagens. Conseguimos pontuar nossos predicados e apresentamos um novo momento ao mercado”, explica Giocéli Escorsin, gerente de Trade e Marketing da Plataforma UltraCheese e responsável pela condução do processo de rebranding. “Vimos que os gatilhos de consumo ainda não eram transmitidos em nossas embalagens. Ou seja, estavam desconectadas do poder de decisão e de compra do nosso consumidor. Em um trabalho coletivo e construtivo entre as equipes de marketing e trade, resgatamos essas características e evidenciamos neste novo conceito”, ressalta.
A partir de agora, as gôndolas começam a receber as novas embalagens, fruto de um trabalho artístico que contam com elementos como a tipografia handmade (que sugere o cuidado, respeito, dedicação e carinho na fabricação feita à mão), ilustrações que reforçam a brasilidade da marca e a exclusividade que mostra que o consumidor está adquirindo um produto único e especial. Como reforço, a aplicação de selos nos rótulos, que enaltecem a excelência ímpar presente em seu interior.
“O trabalho de refresh de marca e embalagens integra o planejamento estratégico de crescimento da nossa plataforma para este ano, que tem a meta de se tornar a linha mais completa de queijos, manteigas e cremes do Brasil”, explica Edson Martins, vice-presidente da UltraCheese. “Essa repaginação permite aproximar a Cruzília de seu público-alvo, por meio de uma linha mais e visível no ponto de venda, seguindo com a entrega de qualidade, mas agora com ainda mais unidade na gôndola”, conclui.
Fonte: ASCOM Laticínios Cruzília
