Bombril bet in new bazar line to grow

To keep the growth of recent months, Bombril diversified its portfolio with the launch of its line to the Bazaar, only within that cleanup has not yet played. The announcement was made during the ABAD (33rd Annual Convention of Wholesaler Distributor and 16 Sweet Brazil International Expo). The first products are adhesive rollers and cleaning gloves. In the first half of the year, the company registered growth of 25%, much higher than the registered in the market which, according to the consulting firm Kantar, was 11.2%.
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Bombril plans to invest online for Bazaar
"The launch is part of the strategy to be present in all industry categories. We want to increase the breadth of our Bazaar, called ' PraKasa ', but always bringing products with high added value. For this, we are already studying and seeking suppliers for all other subcategories that are within this segment, "said Mark Scaldelai, commercial Director, marketing and P&D of Bombril.
The brand is also expanding its institutional line, focused on hotels, restaurants, catering, industries and enterprises, in addition to the final consumer.
"We have always had a strong retail performance and never had focus on institutional products. But with the growth in demand for packages of different sizes, we started the search, find distributors and we increased our portfolio ", says the Executive."However, also grows in greatest demand for retail products, which bring savings for the client. An example is the high demand for five-litre softener. These products are already found wholesale markets and also in large networks, such as the Extra ", complete it.
Scaldelai credits the constant growth of the company, which closed 2012 with high of 16%, while the industry recorded only 3.5%, according to data from Abipla (Brazilian Association of cleaners and the like), investments in innovation, communication and strategic change, starting in 2011.
"Innovation is key to adding value to the brand. Let be a commodity company and we focus on dialogue with the modern woman, in addition to other men too, with the growth in the labour market, they have done more household chores ", explains Scaldelai.
According to the Executive, the strategy will be maintained in the coming months and in 2014. "We want to continue to be an option to the customer against the multinationals, with quality products, but they are neither the most expensive nor the cheapest on the market", he concludes.