Dentalclean remains priced to sell more

The Dentalclean plan to make participation in the oral care segment, offering items with more affordable prices. With the budget of families more pressed by high inflation, cheaper products must stand out against the competition.
The strategy of the manufacturer of toothbrushes, dental floss and mouthwash is not applying adjustments in the price list until the second half of this year. After raising prices at 10% at the beginning of the year, Dentalclean wants to hold the new adjustments to attract consumers ' attention and increase its market share. This year, the goal is to reach 5% market share in the category of brushes.
"The high price will lead to generalized searches for other brands and, after meeting the product, the consumer will perceive the quality and remain on our brand," says the company's General Director, Marcelo Teixeira.
The Executive noted that the strategy of price maintenance was only possible by investing in hedge (protection of Exchange variation) and the advance purchase of imported raw material, before the impact of adjustments. "We buy all raw materials from the market and, with that, we stock to produce throughout the first half," he says.
Despite the effort to gain participation in the category, Teixeira acknowledged that sales in the lines of products with higher added value must retreat this year. "So we want to invest to offer lower-priced options, for the sales of these lines to offset the loss in other", says the Executive.
He hopes that even if the consumer wants to migrate the lines of greater added value of the company, he's still going to consume the products of the brand. "Our goal is to diversify the offer at prices as much as possible, to avoid losing in total sales. Then we have news of higher added value, but also the low price brush ", reveals the Director.
The expectation of the manufacturer is closing the year with a high of 40% in turnover. According to the Executive, the volume produced must also grow in similar percentage.
According to Teixeira, production for own brands should help boost revenues in 2015. "Although it is not essential to own brand sales help in reducing our fixed costs, since this category win in scale and scope," explains he