Natura will prioritize adaptation of prices and volume increase

The adequacy of price and volume increases are Natura's priorities for the year, said Chief Executive, Roberto Lima. The company is aided by a consulting firm to improve the positioning of brands, sales channels, categories, and products.
"Brands such as Ekos, Chronos and every day, each worth an entire company and is being object of planning to make the most of what has been built," said Lee in a teleconference with analysts to comment on the results of the second quarter. The concern is not only with advertising, with the improvement of delivery times for sales representatives and customers, he said.
The cosmetics manufacturer makes a thorough work to assess its costs and positioning on the market. The company looks at market prices and seek ways to have more competitiveness against competitors, which are more or less strong depending on the category and the channel, said Lima. The volume increase is also one of the main tasks for the year.
Natura study specific price increases in the second half, in categories that have room for adjustments or in products that are poorly positioned, according to the President.
Network of representatives
After concentrating investments in infrastructure in recent years, the Natura intends to step up spending on the activation of the network of sales representatives in 2015, said President Roberto Lima. According to him, the company built a robust structure, which lets look at other areas.
One of the priorities is to invest in digital systems, to facilitate the orders and payments received by consultants, make individualized instructions to consumers, have more elaborate data to accompany the business and meet customers, said the Executive in a teleconference with analysts.
Investment in capital assets (capex) totaled r $ 141 million in the first half of 2015, 40% drop on a year earlier. The projection for the year is $ 385 million, with a focus on innovation, the evolution of the business model in Brazil, and international operations in information technology (SAP) and logistics, according to the report.