Thursday, July 20, 2017

Condor survives to imported and predicts growth of 13% in 2017

Sao Paulo-the brazilian Condor is diversifying the portfolio to grow in the raging beauty and hygiene market. With investments in new products and innovation-strategy that combats the imported, the company predicts growth of 13% to 2017.
"In addition to increased productivity, we can innovate by investing in intelligence to anticipate trends, which proved crucial in the gain in competitiveness," said the INN the commercial Director of Condor, Fábio Rose.
With 88-year history, the Condor is a case of brazilian company that survived the invasion of imported, mostly from China.
"We invest not only in capital goods to raise productivity, but also in intelligence. In our business, it is possible to create demand even without need, and we can compete with the imported product ", says the Executive.
He says that in the beauty segment, for example, two major competitors in Brazil matter very much. "In recent years, suffered considerably with the imported product, but we have invested to identify and anticipate fashion trends."
An example of invasion of imported is the business of hairbrushes. Foreign supply in the Brazilian market is vast, but the Executive reports that there is a anti-dumping to the Chinese product about seven years ago. "But many companies began to import from peripheral countries to China. The only problem has been reduced, but it''s not over ".
In this regard, it stresses the importance of investments in innovation and productivity. "The anti-dumping has to come to help for a while and not to protect," says.
Condor operates basically in hygiene, beauty, cleaning (such as brooms, for example), real estate and artistic paintings. According to Rose, about 85% of the annual gross revenue is linked to the first three areas. About 8% of the company''s total revenues come from exports.
"Today, our lines more saturated are cleaning, oral hygiene and beauty, respectively," he explains. The Condor has factory in São Bento do Sul (SC) and just incorporate the production of dental gel, which was previously outsourced.
"All the rest of the portfolio was produced by us. Now stop the manufacture of 100% of our products. " He adds that the price positioning depends on the category of products.
The Director of Condor reports that the company was the first in Brazil to manufacture toothbrushes. "This market is extremely fragmented but figured in third place in total sales and, in the children''s segment, we are leaders," Rose.
Part of this performance is due to the licensing of brands like Chicken Pintadinha. "We fought with large multinationals in the oral care segment and this strategy we opened doors," she adds.
He estimated that the licensing is equivalent to approximately 10% of the cost of a toothbrush produced by the company. "The royalty just part of the cost."
Rose claims that, from 2010, the Condor has been growing at an annual average of 10% to 15%. However, in 2015, due to the economic crisis, the company has grown far less.
"As early as 2016, we have a larger growth, around 10%", he ponders.
The account Executive that one of the strategies was to reduce the driver''s direct customers-that in 2010 were approximately 10000-and expand the business with distributors.
"In many places we were not competitive to deliver directly, mainly small businesses around the Country. For this reason, today we have about 1500 direct customers and distributors, "says 51.
However, the main strategy to grow 13 percent this year will be the biggest number of releases and reissues of products.
"Are 88-year history. Just to reach this milestone already consider ourselves victors. In addition, we are survivors in combat the imported, "says the Director of Condor.
DCI - 20/07/2017
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