Hamilton beach want to 6% of the national market of small appliances in 5 years

Excited about the consumption potential of Brazilians, the American Hamilton Beach arrives in the country with the desire to conquer, in up to five years, 6% share in the segment of small appliances. To make their plans of action in the region, the company will invest about $ 2 million by 2014. "The small appliances market is huge and offers a significant space for growth. So before we open our office here, we conducted a survey of 500 consumers, between 15 and 55 years, to know what were the specific needs of this audience, "said the General Manager of the Hamilton Beach for operations in Brazil, Eduardo de Oliveira Meirelles.
According to the Executive, the study helped define the products to be marketed on the domestic market. "The items brought by we supply some unmet needs by other manufacturers. We have, for example, no carafe coffeemakers because these containers tend to break, and his replacement is difficult in terms of quality and price, "said Meirelles during official event, yesterday morning, for presentation of the company.
Facing the public, (B) and (C), the brand comes to Brazil with an Office and 14 products to meet domestic demand and professional. Among its main competitors are Arno, Electrolux, Philips and De ' Longhi. "We believe that until 2014, we will have between 1% and 2% market share. However, in five years, we plan to win 6% share in this market. I have also studied the insertion in the superpremium category in three years, "explained Vice President of Hamilton Beach for Latin America, Paul Alanis.
In 2014 the company must also bring three new products to the Brazilian market. All items are imported, and, although he did not rule out the possibility of nationalisation, the company still doesn't study the installation of a factory in the country.
Today, Latin America accounts for 11% of the company's sales, while Canada accounts for 9% and the us by 74%. "In five years, Brazil will be responsible for 40% of revenues in Latin America. In relation to overall revenue, the Country will respond by 6%, "explained Alanis. In 2013, the company will market 35 thousand units in Brazil, while in 2014 that number should reach 120 thousand units. The professional line is responsible for 40% of sales and the line for household will take the remaining 60%. Last year, the brand reached a global turnover of $ 521,6 million.