·Mission -Restructuring of the Unit, results optimization and review of the business in Brazil
·Working capital reduction by R$ 17M.
·Definition of the new strategic positioning, to improve profitability by redefining the molded bars portfolio and introduction of the flavored milk category into the market.
·Launched a line of chocolates containing more cocoa – Special Dark. A highly profitable line with prices 140% over the core portfolio, reaching sales of R$ 4M and 5% market share in the 100g bars segment within 8 months.
·Innovated through box packaging and in chocolate being a source of antioxidants, generating spontaneous media equivalent to R$ 2.2M in the launching.
·Introduced the Premium Nuts line – creamier chocolate bars and hazelnuts. Price 142% over the molded bars portfolio.
·Reduced portfolio complexity – 52% SKU’s eliminated.
·Renegotiated supply contracts to large retailers (over 50% cost reduction) and redirected sales to more profitable clients/channels. 33% sales growth in Lojas Americanas, 67% in Wal-Mart and 24% in direct sales to mid-size retailers.
·Negotiated and implemented the JV of Hershey with Bauducco, increasing the client base from 300 to 4.500 in 3 years, reaching the break-even point in the first year of the JV.