PURCHASE MORE BRAZILIAN and 3 m WIDE MIX

The American 3 m launched in June in Brazil 18 household cleaning items of trademark Scotch Brite, between cloths and "mops" (dusters). According to Nielsen, the sales volume was the most cloths grew among all categories of cleaning in Brazil in the past five years: 94%. Revenues reached r $ 283 million in 2012.
3 m releases are part of the strategy of the company, the leader in sponges, to diversify their expertise in cleaning accessories. The expectation is that sales of the brand, driven by new products, advancing 15% this year. The forecast for the cleaning products market in General is a high two to three percentage points above the GDP in 2013.
According to Marcelo Hengeltraub, business manager of household cleaning area 3 m, there is a demand for greater convenience. "Many consumers complain of the need for various products to clean the floor, in addition to the size and weight of these materials," says Gustavo Lima, product specialist of Scotch-Brite.
Between the releases, there are, for example, a cloth that ' scrub and dry ', because consumers complain of having to use water, brush and cloth to clean, says Hengeltraub. There is also a line of "superpanos" for each surface, as sink and floor. According to Lima, the products have high absorption power, no scratches and no loose lint.
In recent years, increased innovation in wiping cloths, suitable for every type of surface. In addition, with the increase of income, people stop using improvised tissues to clean. Among the competitors in the category are Bettanin, Sek-branded, Kimberly-Clark, Scott, and the Bombril, with Limpex.
Hengeltraub notes that the Brazilian open the Windows to ventilate the room, which makes the House more exposed to dust, and "likes to clean with water, unlike the American, who normally clean and dry". So the 3 m decided to bring to Brazil a "mop" that unites broom, squeegee, bucket and cloth in the same accessory. Another "mop" have Flex, which allows cleaning under furniture without the person have to lower.
Hengeltraub works with the estimate that this kind of MOP, used in the United States, Europe and Asia, is present in less than 10% of Brazilian homes. "Some ' mops ' most basic come quickly in penetration, Brazil winning and we bet that is the time to innovate and bring some products with other features to facilitate the cleaning," he says. The company will have informational videos at points of sale and on the internet.
The oldest and most important category in Scotch Brite's portfolio is the synthetic sponge. In this market, the brand has 40% of sales, but 3 m also made changes. The sponge was lemon essence, to inhibit the odor of fat, and the line "no scratch" won a softer version, at the request of consumers who felt the product too hard.
3 m went into the floor care segment in 2011, with the launch of brooms, squeegees and buckets, after buying control of Incavas, manufacturer of Bom Princípio (RS). The company has another factory in cleaning Sumaré (SP), which produces sponges or cloths. Some "mops" are also produced in Brazil. All the cloths are imported, but may have local production as they earn.
Scotch Brite's portfolio now has 59 products. 3 m does not report its revenue in household cleaners, but this is the largest of its five areas of consumption-Division that grosses around $ 550 million.