After investing 400 million R$, Mili dispute premium segment

Despite being little known in major centres, Mili, founded in 1983 in Santa Catarina, is the leader in the country in volume of production of toilet paper. Its products, however, continue to be popular only in the interior of the country, where the distribution.
The manufacturer is ending this year, an investment of 400 million R$ cycle. The capital was used to exchange the machinery of two of the three factories of Mili (the company has production in Santa Catarina, Parana and in Maranhão). The most modern equipment allowed the company to produce higher quality goods.
With the "premium" market access, Mili plans to earn about $2 billion by 2020, double the level of 2014. In 2015, reached 1.13 billion R$ and this year should reach R$ 1.23 billion, up 8.5%, without discounting inflation. The catarinense divides with the São Paulo Santher segment leadership of toilet paper, each with a slice of about 15%.
According to the Manager of economic studies Pöyry consulting, Manoel Neves, the Mili was the company that invested more in recent years, gaining competitiveness and being able to compete with more famous brands.
High income. This year, the Mili released two models of napkin and an absorbent feminine line. The difference is that these releases are intended for upper-middle-class audience. "Where has consumer, we have to go after," sums up one of the partners of the company, Vanderlei Micheletto.
Mili''s strategy follows the movements of the market. Data from Nielsen show that, even with the crisis, sales of two-ply toilet paper advance, while the simple sheet decreased. In the first nine months of this year, supermarkets recorded a high of 1% in the number of rolls of two-ply marketed. In simple sheet segment, there was a retraction of 9.2%.
To keep buying the best quality product, to which he had access in the years in which Brazil was growing economically, the consumer of classes B and C is getting lesser known brands. The price of double sheet paper also declined, by encouraging the migration of consumed simple product higher, explains Deborah Oliveira, from Nielsen.