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c # c  c $Bommel´c c  c   c  c c 
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c c  c c c c c  c c   c
c ( 1c c  c
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c # c c# c c
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ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
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cc ccc   c

  
cccccccccccccccö  objetivos da Fratelli em relação aos recheados Bommelpara os próximos

Cinco anos.

c ccccccccAno I* cccccccAno II ccccccAno III ccccAno IV cccccAno V

? c   c ccccccc 7c ccccccc00=c cccccc""=6c cccccc !<:c ccccc<!0<c


@c # ccABcCCc
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cc 1c cccccccccc<6ccc cccccccc "!c cccccccc:!0c cccccccc0=!c ccccccc6! c
c@c # c
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C c+Dc  c c


cc !""c

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CCC,& c  c

ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
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ccccccc2c    c c   c c   c c


c # c  c  c ('
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c &c
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c c c c c2cc   cc cc  cc cc
c
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cccccccccccccccccccc ö  Perfil de idade do consumidor de biscoitos recheados

c cccccÃotal ccc3 a 9 cccc10 a 17 ccc18 a 29 cc30 a 49 c50 acima


cccFc ccccc778c cccc="8c cccccc=08c cccccc<68c ccccc 98c cccccc""8c
cc, # c ccccc6<8c cccc7=8c cccccc=<8c cccccc<:8c cccccc 78c ccccccc=8c

/EcG+,cda Fratelli

ö  Perfil de classe social do consumidor de biscoitos recheados

Ãotal A B C D E
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c, #  cc cc6<8c <78c c:=8c ccc098c cccc 78c 08c

/EcG+,c c/  c

cccccccc c c c cc c cc c c cc c &c(   c
c cc(  c c cc H Ec

"Bc G  c c(ccc c c c  c (%4c


Bc   c ccc
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ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
c

c c  c c #'


c c c c c c  c ( c    c c
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1c  c c


c # c  c  c  c  c 'c c c   c '1 c
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cc cJcc  c  cc   ccc cc c
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cc

cccc   c c c c   cc &cc ccc c cc c
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ö  Papéis de compra e agentes no segmento de biscoitos recheados

cccccccccccccccccccccccccccc   cc c

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ccccccccc2c   c0c c c cccc
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ö  Evolução do mercado de biscoitos recheados período 1998/2005

ccccccccccccc@.c
cc cc  c  #cc" 5":c Bc

c "99=c "999c !!!c !!"c !! c !!<c !!:c !!0c

c c c<<0c c<="c cc<97c c:" c ccc:<c cc:6 c c:=6cc :9:cc


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ö # Mercado Nordestino, por estado

cccccccccccc
c c% em unidades % em valor
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cccccccccö ' *Sazonalidade do mercado de biscoitos recheados

ccccccccccccccccccccccc c

O cc /c , c
c , c Oc O c c Gc 2c c *c P c
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C,& ccc cc0c c

cc /EcG+,c c/  c

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ccccc c  c c   c c c   c   c c   c c c c c  c
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ccccccccö ) Participação no mercado das principais marcas, por unidade/pacote (%)

c cccc !!:c cccc !!0c cccc !!6c cccc !!7c ccccc !!=c cccc !!9c

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M c ccc""0c cccc""!c cccc"!=c cccccc"" c ccc" <c ccc"<:ccc

?# c ccc"00c cccc"06c cccc"0:c cccccc"0<c ccc"6"c ccc"6!c

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c  c ('
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c # cBommelcEc

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c
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ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
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cccccccccccccccc1 cc 'c  cc   c 4c

cccccccccccccccc1c  #Ec c c&cc c

ccccccc - 

ccccccccccccc2c
c Bommelc  'c c  c c c c   c )c c c  c
c cc  ) c(   c c c( c
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cccccccccccccccccccc 1 c  'c  c   c  c c ( # c c



c c   # c ) c  c
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1 c c  -c c
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ccccccccccccccccc2c
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c  c  c )c 2c c &c   c c )c c c   c c
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ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
    

c c  c  'c  c c   c "!c c 


c '  c  c c  c c # cBommel
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ccccccccccö . Verba para o desenvolvimento de produto (em milhares de $)

ccccccccc c+c ccccccccc c++c cccccc c+++c cccccccc c+3c ccccc c3c

cccccccccc"=c ccccccccc":c ccccccccc":c cccccccccc":c ccccccc":c

ccccc+/  

ccccc1  c  c 
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ccccccccccccccö  Estrutura de preços, em $ por embalagem

c cccccccccc/  c cccccccc
cc cc
cc
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c cccc
c  c
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cc+.,Gc cccccccccc<68c cccccccccccc!""c cccccccccc!"=c

c+GQ.2/+Gc cccccccccc":8c cccccccccccc!!=c cccccccccc!"!c

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/ c
c c cccccccccc "8c ccccccccccccc!!"cccccccccc cccccccccc!! ccccc

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ccc2c   c c  c  c c #c c c  c c  c c  c c  c
 cc c c  c c c  cpremiumc@cc c  c c& cc  Bcc

cccccccccccccö Comparação de níveis de preços.

cccccccccccccccccccccccccccccccc " 9c ccccccccccc c c


cccccccccccccccccccccccccccccccc ""=c ccccccccccc cMc
cccccccccccccccccccccccccccccccc "!7c cccccccccccM c
cccccccccccccccccccccccccccccccc "!!c ccccccccccc c&cc  c
ccccccccccccccccccccccccccccccccc =0c ccccccccccc c.c

ccc.c&c) c  c cBommelc(  'c cc cc c


c  cc  c c
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cccc Ý%

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ccccc2cBommelc# 'c c c  &cc  c  c cFratellic c 


cc
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ccc1c   c@# cc B4c

ccc1c  cc  cc  c cdrogstores4cc

ccc1    1c   c&cc 4c

ccc1    1c   4c

ccc1    1c #4c

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ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
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ö - Projeção de estoques do Bommel

Atacadistas Supermercados Mercearias Drogstores Lojas de Ãotal


departamentos
Quantidade 657 3.214 27.186 231 478 31.766
de lojas
Distribuição 47 32 3 0,5 72 7
Esperada (%)
Lojas 326 112 493 27 396 5.423
Estocando
Quantidade 198 43 20 28 35 46
Média por loja
(frascos)
Estoque Ãotal 116.000 287.000 101.000 47.000 18.000 569.000
no comércio
(pacotes)

ccc(%+(c 2c   c ( 'c c  c  c     c    c  c Fratellic c  c
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c

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ccc (&,%-&.c c  c c  c   c ;c  c 


c c  'c '  c
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ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
ccÝ./) /  N c c   c c <c c "7c c   c #c c  # c  c c "=c
c  cc c c

cc -0%) ' +(+-%' c (c  c   # c 


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cc # c@ cc Bc

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c  ( c
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Bc Bc / c c  c c
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Ý(-(&   c c    c  c   c c Jc  c   c   c
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4 $ 


  c c  cc cc c-
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Ý(-(& , c   c  c c  c  c c  c  c # c /  c c c  c
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ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
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ccÝ(4&(Rc cc c c ' cc  cccc c Jc
c  c cBommelc c   c c ;c  
c  c c    c c  c c  c
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  c  c  c c   c c c c . c c  c c  c c c c
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cc
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c(  c &c c  ccc c
c c 'c)c;c cc  c  c c  c   c

cccc2ccc c   c cc  c c c c  cc  c
c c Bommel 
c * c (  c &c ' c c c c  c  c  c c c   c
 c c c%ccc cc c

cc %5/'((%(% &%2c  c(  c   c &c


c(  c cc
cc#'c c ccc c c cccBommelc c  1ccc
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cccccccccccccccccö  Investimentos do Bommel durante a fase de testes e concepção (2010)

ccccccccccccc+c cccccccccccc3  c@ABc


c   cc  cc  c cccccccccccc:!!!!c
cc ccdesignc ccccccccccccccc !!!c
c &1cc  cc  c cccccccccccc"=!!!c
c, c c
cc
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ccÃotal cccccccccccc9 !!!c
c

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cc  c   c  c  c c
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- c c ('c c  c c   c  
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) c  c c  c  c #  c  c c  c
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ccccc

ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
cccccccccccccccccccÝ%!( cccccccccccccccccccccc Ý%6()

 

cFratelliccc  c  c1c cBommel &c c  c c  c

ccc c  cc 4c ccccc  c# 4c

1 cFratelliccScc   c c 1c  c c(


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ccc-
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1)c c'cc(c 1  c  c c(  c c  c

ccc(
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1  c 
ccc c c 4c

4c

1 c   ccc  ccc

cc 4c

1cBommelc&cc c(  c 1c

ccc c  cc  4c

1c ccc cc  c

cc   4c

1 cFratellic
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cccc cc !"!c

cccccccccccccccccccc +(%'' ccccccccccccccccccccccccc  &

  c )cc 4c   c c cc c

1  c
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c

1) c
 c ccc c Bommel4c

c  ccM   1 c  c c& ( 4c

 1 cc   cc


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ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c
c

cccccccccc

ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc c