Introduction

Hellmans mayonnaise number of the people ofBrazil has a successful track record overthe years, always producing a qualityproduct and guaranteed great innovationsand promoting improvements in their productthrough different flavors that delight thepalate and provide the convenience of adelicious dish at the table always.

In yearS 60, when it was launched in thecountry, the brand had to circumvent theresistance of the stay-at-home to manyprocessed foods and to provide new consumerhabits, until Hellmann's and mayonnaise tobecome virtually synonymous in Brazil, mucheffort has been loosened by a much morearduous task to win the preference ofconsumers.

Structure StrategyPRODUCT

PLACE TARGET PRICE

PROMOTION

HELLMANS

BEST QUALITYSPECIFICATIONS

INNOVATIONSNUMBER ONE

SELLING

AFFORDABLECOMPETITIVENESS

COST-BENEFIT

TV COMMERCIALSPRINT ADSPROMOTION

RADIO ADVERTISEMENTS

SUPERMARKETSHIPERMECADOSCONVENIENCE

STRATEGIC MAP

FINANCIAL

CUSTUMER

PROCESS

POTENCIAL

Increasesales

promotionalActivities

Winning newcustomers

Process ofgaranteed quality

Expansion of market

(new points of distribution)

specificationsInnovation

in production

New flavors(different

combinations)

It was through this strategy, with theproduction of a product QUALITY, MADE INTHE SPECIFICATIONS, with an unforgettabletaste and value for money WARRANTED, IFHELLMANS CONQUERED THE MARKET AS THE"BRAZILIAN REAL MAYONNAISE" and ensurethe First Rank SALES THIS SEGMENT. Youknow the track record of success OURMAYONNAISE HELLMANS.

BRAZILIAN MAYONNAISE