{"id":18356,"date":"2019-04-20T09:30:18","date_gmt":"2019-04-20T13:30:18","guid":{"rendered":"https:\/\/cactodigital.com.br\/fournews\/20\/04\/2019\/noticias\/negocios\/nestle-investe-r-300-milhoes-e-lanca-cafes-starbucks-no-varejo\/"},"modified":"2019-04-20T09:30:18","modified_gmt":"2019-04-20T13:30:18","slug":"nestle-investe-r-300-milhoes-e-lanca-cafes-starbucks-no-varejo","status":"publish","type":"post","link":"https:\/\/cactodigital.com.br\/fournews\/20\/04\/2019\/noticias\/negocios\/nestle-investe-r-300-milhoes-e-lanca-cafes-starbucks-no-varejo\/","title":{"rendered":"Nestl\u00e9 investe R$ 300 milh\u00f5es e lan\u00e7a caf\u00e9s Starbucks no varejo"},"content":{"rendered":"

A chegada da Starbucks \u2013 em op\u00e7\u00f5es torrado e mo\u00eddo, c\u00e1psulas Nespresso e Dolce Gusto \u2013 faz parte de uma estrat\u00e9gia de lan\u00e7amento <\/h1>\n
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“Nova linha Starbucks de caf\u00e9 da Nestl\u00e9, em op\u00e7\u00f5es torradas, mo\u00eddas e em c\u00e1psulas. (Foto: Divulga\u00e7\u00e3o)<\/figcaption><\/figure>\n<\/div>\n

A gigante su\u00ed\u00e7a Nestl\u00e9, que tem o Brasil como seu quarto maior mercado no mundo, investir\u00e1 R$ 300 milh\u00f5es – ou um quinto do total de R$ 1,5 bilh\u00e3o programado para o ano – na amplia\u00e7\u00e3o da aposta no setor de caf\u00e9s premium no pa\u00eds, que incluir\u00e1 o lan\u00e7amento da linha Starbucks e o uso da marca Nescaf\u00e9 al\u00e9m do gr\u00e3o sol\u00favel.<\/h3>\n

A chegada da Starbucks – em op\u00e7\u00f5es torrado e mo\u00eddo, c\u00e1psulas Nespresso e Dolce Gusto – faz parte de uma estrat\u00e9gia de lan\u00e7amento que inicialmente inclui 14 pa\u00edses e visa a ampliar as vendas de c\u00e1psulas do tipo Nespresso fora das butiques da marca. Os produtos Starbucks ter\u00e3o caracter\u00edsticas pr\u00f3prias, mas a c\u00e1psula ser\u00e1 igual \u00e0 da Nespresso. A Nestl\u00e9 garantiu o direito de usar a marca Starbucks no varejo em um acordo de US$ 7 bilh\u00f5es (R$ 27 bilh\u00f5es).<\/h3>\n

Apesar de o consumo estar devagar no pa\u00eds, com queda de 5,2% no primeiro bimestre, segundo a Kantar, o presidente da Nestl\u00e9 no Brasil, Marcelo Melchior, diz acreditar que as vendas t\u00eam condi\u00e7\u00f5es de crescer no Pa\u00eds. No setor de caf\u00e9s, por exemplo, ele v\u00ea uma clara mudan\u00e7a de h\u00e1bito do consumidor: “Falava-se que aqui s\u00f3 se tomava cafezinho (coado), mas a gente provou que era poss\u00edvel crescer com a Nespresso.” Uma prova, diz a empresa, \u00e9 que o Brasil assumiu a lideran\u00e7a mundial em volume de consumo de caf\u00e9, segundo a Euromonitor. Com o lan\u00e7amento da Starbucks e a estrat\u00e9gia de “repaginar” a Nescafe, a companhia espera capturar uma fatia maior nos supermercados.<\/h3>\n

No caso da Starbucks, haver\u00e1 um trabalho de apresenta\u00e7\u00e3o dos produtos no ponto de venda, que ficar\u00e1 inicialmente restrito a S\u00e3o Paulo, sendo posteriormente ampliado para o resto do pa\u00eds. A nova linha da Nescaf\u00e9 ganhar\u00e1 campanha de alcance nacional. O investimento de R$ 300 milh\u00f5es n\u00e3o inclui, por enquanto, a produ\u00e7\u00e3o da Starbucks por aqui, apesar de a Nestl\u00e9 ter 25 f\u00e1bricas em opera\u00e7\u00e3o no Brasil.<\/h3>\n

Segundo Melchior, a ideia \u00e9 nacionalizar a produ\u00e7\u00e3o da Starbucks a partir de 2020, em especial as c\u00e1psulas para as m\u00e1quinas Dolce Gusto.<\/h3>\n

 <\/p>\n

As informa\u00e7\u00f5es s\u00e3o do jornal O Estado de S. Paulo<\/h6>\n","protected":false},"excerpt":{"rendered":"

A chegada da Starbucks \u2013 em op\u00e7\u00f5es torrado e mo\u00eddo, c\u00e1psulas Nespresso e Dolce Gusto \u2013 faz parte de uma estrat\u00e9gia de lan\u00e7amento  “Nova linha Starbucks de caf\u00e9 da Nestl\u00e9, em op\u00e7\u00f5es torradas, mo\u00eddas e em c\u00e1psulas. (Foto: Divulga\u00e7\u00e3o) A gigante su\u00ed\u00e7a Nestl\u00e9, que tem o Brasil como seu quarto maior mercado no mundo, investir\u00e1 […]<\/p>\n","protected":false},"author":2,"featured_media":18355,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[150],"tags":[],"class_list":["post-18356","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-negocios"],"yoast_head":"\nNestl\u00e9 investe R$ 300 milh\u00f5es e lan\u00e7a caf\u00e9s Starbucks no varejo - Four News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cactodigital.com.br\/fournews\/20\/04\/2019\/noticias\/negocios\/nestle-investe-r-300-milhoes-e-lanca-cafes-starbucks-no-varejo\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nestl\u00e9 investe R$ 300 milh\u00f5es e lan\u00e7a caf\u00e9s Starbucks no varejo - Four News\" \/>\n<meta property=\"og:description\" content=\"A chegada da Starbucks \u2013 em op\u00e7\u00f5es torrado e mo\u00eddo, c\u00e1psulas Nespresso e Dolce Gusto \u2013 faz parte de uma estrat\u00e9gia de lan\u00e7amento  “Nova linha Starbucks de caf\u00e9 da Nestl\u00e9, em op\u00e7\u00f5es torradas, mo\u00eddas e em c\u00e1psulas. 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