Anuário ABMAPRO 2015

Anuário ABMAPRO 2015 Foi de olho nesse mercado em fran- também uma unidade em Viana, no 151 ca expansão que a FVO reforçou sua estado do Espírito Santo. “Nessa fá- produção de alimentos para animais, brica produzimos uma completa linha tornando-se uma das principais fabri- de rações úmidas e petiscos para cães cantes de alimentos marcas próprias e gatos. Os diferenciais das linhas de para o segmento pet. Líder na linha alimentos para pets da empresa é a qua- pet em todo o Centro-Oeste, a FVO lidade e a inovação. Pensamos mesmo possui duas unidades de produção da em contribuir para a vida saudável dos linha de alimentos secos para cães e animais”, diz. gatos: a matriz, localizada em Brasí- lia (Distrito Federal), e uma unidade Na gama de produtos, o executivo em Pirassununga, interior paulista. destaca a ração em molho palatabili- “Produzimos nas duas unidades uma zante para cães de todas as raças, nos média mensal de 7.654 toneladas, sabores bacon, carne, frango, light e perfazendo um total anual de 91.848 filhotes. Há linhas de patê, petiscos, toneladas”, informa José Carlos Curi, suplemento alimentar energético, re- representante FVO em redes de super- positor hidroeletrolítico e outros, com mercados e marcas próprias. a finalidade de, por exemplo, substituir o leite materno ou oferecer hidratação Curi explica que a FVO possui e reposição eletrolítica para gatos.

VITRINE 152 Produtos marca própria da FVO Para levar esses produtos aos canais cliente em todo o processo de desen- de distribuição, a FVO conta com lo- volvimento da sua marca, inclusive jas especializadas e agropecuárias, por apoiando com material gráfico para meio de venda direta da fábrica, que ponto de venda, mostrando as novida- consiste em 48% da produção. “As des das linhas e seus atributos”, ressalta marcas próprias para redes varejistas e o representante da FVO. grandes atacados representam 27%”, completa Curi. “Nossa venda direta nas lojas espe- cializadas e casas agropecuárias é rea- A linha pet marcas próprias da FVO lizada nas regiões de Brasília, Goiânia já é comercializada por redes como e no entorno dessas localidades, mas Makro, Carrefour, Dia%, Tenda Ata- nunca além de 400 km de distância. cado, Peixoto, Walmart, Saborelle e Fora desse limite, atendemos nossos Dom Dog. “Damos suporte ao nosso clientes através dos Distribuidores.

Anuário ABMAPRO 2015 Marca própria no serviço de bordo já evoluíram bastante, de acordo com 153 As aeronaves da Azul Linhas Aéreas Beting. “Os tons e os formatos foram Brasileiras, terceira maior companhia mudando à medida que conhecíamos aérea do país, contam com produtos nossos passageiros e, claro, acompa- marcas próprias a bordo. “Tudo come- nharam a estratégia de marketing e co- çou com a preocupação da companhia municação da Azul Linhas Aéreas.” com a diferenciação no mercado”, diz Gianfranco Beting, diretor de comuni- Com consumo à vontade e sem custo cação, marca e cultura da Azul. adicional, a companhia oferece opções Sob a batuta de Beting, a Azul de- variadas de snacks, como bolinho de la- senvolveu sua marca própria, desde a ranja, batatinha chips, goiabinha, amen- seleção dos fabricantes até a escolha de doim japonês, rosquinha de leite, cookie logotipo, cores e design da embalagem. integral de laranja com gotas de chocola- “Hoje os snacks são referência para te, mix aperitivo e aviõezinhos (balas de quem voa com a companhia. Eles são gelatina em formato de avião). Em 2014, realmente uma forma de comunicação uma das novidades da Azul foi o biscoito com os clientes, inclusive brincamos de polvilho. “Trabalhamos intensamente com os produtos em ocasiões especiais. para criar uma nova opção, leve e sabo- As balinhas em formato de avião, por rosa, que possa ser consumida por todas exemplo, já ganharam cor rosa para as pessoas de Norte a Sul do Brasil. In- apoiar a luta contra o câncer de mama, clusive, é uma alternativa para os nossos e as cores verde e amarelo durante a clientes que têm restrição ao consumo de Copa 2014”, afirma. glúten, já que esse biscoito não possui tal Desde sua criação, as embalagens substância”, afirma Beting.

VITRINE 154 Indústrias Raymound’s a um mercado aquecido, com crescente consumo de produtos de higiene oral aumentarão produção em 2015 da população, alavancado pelo aumen- De acordo com a World Dental Fe- to do poder de consumo da classe C, deration, o principal cuidado indivi- preocupação com a saúde e mudanças dual com a saúde bucal é a prevenção, nos hábitos de higiene como um todo. com escovação duas vezes ao dia, com Dados da Associação Brasileira da In- creme dental com flúor e visitas regula- dústria de Higiene Pessoal, Perfumaria res ao cirurgião-dentista. Usar produ- e Cosmético (ABIHPEC) divulgados tos de qualidade pode representar um em 2014 mostram que o faturamento grande ganho para os consumidores Ex Factory do setor alcançou a cifra atentos. É nesse cenário promissor que de 2,3 bilhões no ano de 2013. Nesse as Indústrias Raymound’s se inserem, levantamento, a subcategoria de “pro- fabricando produtos de higiene bucal dutos higiene oral” representou 14,9%, há 15 anos. atrás de produtos descartáveis, desodo- Localizada na cidade de Bom Jesus rantes e banho. dos Perdões, no interior do Estado de São Paulo, as Indústrias Raymound’s promovem ações que vão de encontro

Anuário ABMAPRO 2015 Com ótimas expectativas para o Marca Própria”, relata o executivo. As 155 próximo ano, Raimundo Alves Ju- Indústrias Raymound’s já atenderam, nior, presidente da empresa, revelou ao por exemplo, grandes empresas do va- Anuário ABMAPRO que as Indústrias rejo como Dia%, UP!, Oralls, Ultrafar- Raymound’s passam por uma nova ma, entre outros. fase, cuja estratégia consiste em bus- car a liderança no mercado nacional, Na avaliação de Raimundo Alves Ju- com produtos de qualidade e preços nior, as Indústrias Raymound’s possuem competitivos. “Queremos lançar, pelo a infraestrutura necessária e uma equipe menos, um produto por mês até 2016, altamente capacitada e preparada para aumentando nosso portfólio em 50% atender os varejistas interessados em para chegar a 34 itens”, afirma. investir em produtos com sua marca. “Nossa trajetória por si só representa cre- “Com nosso know how na fabri- dibilidade. Somos uma empresa 100% cação de produtos de higiene bucal, brasileira que desenvolve com eficiência composta por creme dental, enxagua- todos os produtos. Além disso, oferece- tório e gel infantil, queremos ampliar mos condições comerciais diferenciadas fortemente a atuação no mercado de para o segmento de MPs”, declara.

INGLÊS History of Private Labels There are plenty of reasons to private labels success in Brazil. Since their ap- Course of private labels in the world pearance in supermarkets shelves, these products attracted the consumer Private labels are consolidated in Europe and USA attention, currently attentive to their differentials. “Private labels have originated in Europe, with the first establishments In Brazil, private labels began with “generic products”, during the 1960s. offering products in these formats chiefly in France and England”, says Nei- According to Neide Montesano, Abmapro president, that was the so called de Montesano, Abmapro president. Europe, according to the expert, is the private labels 1st generation “They didn’t hold a brand and were com- birth place of private labels, with Casino Group, from France, for example, mercialized by the category name, with no differentiation or concern for which has been developing PLs since mid-1901. And Sainsbury’s e Tesco quality. Commodities items like rice, beans, oil and sugar, were packed and retail networks are among the pioneers in England. identified only with the product designation”. In the United States, on the other hand, products started to appear be- At that time, according to Abmapro president, quality and added value tween 1930 and 1940. Among retail chains The Kroger Co., GreatAtlantic were low, and the main differential was the low price. During the 1980s, and Pacific Tea Company, later known as A&P are among those that were retailers and wholesalers started to print brands on the products, creating outstanding since the beginning. With hundreds of PL items, Wal-Mart a line able to compete with traditional lines, with products that started to Stores and Costco Wholesale Corp. (wholesale and retail) are examples of gain identity. That was the 2nd private label generation, yet with no great companies that operate with private labels products currently. concerns with quality and a true building of the brand. Europe was the region that dedicated more efforts to develop their own Pedro Matizoncas Neto, Abmapro meritorious member and professional private labels in the last five decades. After France and England, other with over 40-year experience in industry and retail, has lived private label countries joined the private label business, extending it to Americas. “In market reality in different scenarios, being one of the pioneers in PLs and the European continent, the sector is well consolidated, with a high market exclusive Brazilian brands development in Brazil. “During the 1970s, I was participation in several countries’ markets. Swiss leads the participation of hired by Pão de Açúcar to work in the marketing department, to develop private labels worldwide, with a 46% figure”, explains Neide. products in this area”, recalls him. Abmapro president states that the history of private labels in the world has Among the picturesque cases described by Matizoncas is the coming of a gone through a series of phases, with strong influence in the Cooperative group of North American executives from supermarket area, already retired, Movement occurred in England in 1844; after that, still in England, with who visited Brazil during that time to act as consultants for a short period. “low cost” products, passing through the movement in France with “Les “I met, at that occasion, one former director of private labels at Safeway, Produits Livres” and then, finally, Private Labels, in the 1980s. a large supermarket chain in the United States, and another who have With the advent of internet and the carrying out of trade shows, the worked at A&P, from Great Atlantic & PacificTea Company, one of the president of Abmapro states that it is possible to discern the characteristics oldest companies in this sector in that country. It was an opportunity to 156 of own brands of each country and its evolution. “Through the segment add experience to the baggage obtained in my family, with solid roots in participation in events, we can observe the development of each market. In wholesale, and in the academy, as student at Fundação Getúlio Vargas, general, the participation of own brands in the lives of families worldwide São Paulo.” increases more and more. “ Private labels in Brazil have gone through distinct periods. “I can talk about Overall, own brand accounts for 16% of sales of high turnover categories. fantasy brands, which, in Pão de Açúcar, counted on items from vegetable Nielsen Global Study data (Impact of Inflation - October / 2013) show that and fruit category, with Fazendão, the creation of Qualitá, in 1975, and this percentage radically changes around the world. While Switzerland the creation of a quality control lab for private label products, in 1985, until reaches the 46% level, China has interests in value of only 1%. “These dif- the 1990s when I left the job”, said Matizoncas. ferences are also a reflex of the retail structure, since own brands are most With regard to fantasy brands, Abmapro meritorious member explains often found in large networks, which dominate the retail in developed that it was necessary to break them into categories, because the consumer countries,” attests the latest Nielsen Study. was not used to see the same brand being used for toilet paper and tomato The 19th Nielsen Own Brands Study showed that in moments of inflation sauce, for example. His experience at Pão de Açúcar confered him expertise, there is a declared purchase increased of own brand in developed countries: a sharp look to opportunities and participation in the launching of 150 pri- in North America, it reaches 46%, while in Europe it is 35%. Those inter- vate label items. “Before my arrival, the chain was already a pioneer. Pão viewed by Nielsen said they buy more own brand when food prices rise. de Açúcar was responsible for the first biodegradable powder detergent, United States the ALV, a private label. In order to inform consumers on their advantages, On the participation of own brands in the United States, the Nielsen study we used to highlight information with splash”, explains Matizoncas. reports that it corresponds to 17.4% of sales in value performed in super- 3 rd Generation of Private Labels markets, drugstores and retail in general (Mass Merchandisers), winning “During the 1990s, with the arrival in Brazil of new brands from global retail, 0,2pp versus 2012. The own brand continues to increase its relevance in private labels developed as a new way to retail differentiation and compe- the country, an increase of 17.7% for a $ 94 billion leap in 2009 to $ 111 tition, becoming a reference to wholesale in the market”, says Neide in the billion in 2003, with data collected by August this year. entity new handbook. According to the specialist, investments in quality have The crisis of the previous years has enabled the development of own brand, increased in the occasion, but the greatest differential was still the price. which is currently considered a good alternative to famous brands. In addi- It was by the end of this decade that a boom of private labels growth occurred, tion, investments in premium products and quality contributed to improve and the concept has extended to the whole country. “International influence, the image of own brands in the country. economic stability, consumer protection code, among other factors, have tak- History of Private Label in Brazil en the several segments of society to a new posture regarding aspects like Getting to the top quality, packing, price and added value. The interchange of ideas and impor- tation of private labels products with international quality standards resulted in the competition with traditional brands of the Brazilian market, pointing out to the 3rd generation of private labels, the ‘Me Too’ generation”, says Neide.

Anuário ABMAPRO 2015 As of 2004, the 4th generation of private labels was born, also called value products in gondolas show their manufacturers seriousness along with generation, whose focus was to add new concepts to the product or service, brands holders, respecting a quality system.” clear to the consumer sight, concepts linked to innovation, well-being, sus- To Quintarelli, Abmapro is responsible for developing, organizing and pro- tainability, among others. For this generation of products or services, the moting the relationships among industry, retail and Brazilian consumers. price was not, decisively, the main appeal. However, even though brands “The interchange of information is essential, opening opportunities to new with these characteristics have grown in the market, this generation did companies interested in investing in this segment. It is also important to not supersede the previous generations, to the extent that the 3rd and 4th facilitate processes and legislation, so that own labels projects may become generations walked together, each of them with their attributes clearly increasingly feasible and long lasting”. established and presented to the consumer. Data from the 19th Private Labels Annual Study from Nielsen reveal that New phase 157 private labels market reaches 3.9 billion reais in billing and generates To Neide, Abmapro is able to support, follow-up and perceive several changes around 220 thousand direct jobs, reaching 6.4% of participation in total in the current Brazilian private label scenario. “Brazilian manufacturers show value of sales only in supermarket retail, wholesale, distributors and phar- today conditions equal to other countries in terms of quality, operation, good macies segments. It is in this scenario that Abmapro is inserted, an entity practices and sustainability. Check lists performed in audits are similar or that gathers retail and industry leaders from several segments, like super- equal to international ones. As an entrepreneur, I can assure that own labels market, wholesale and distribution, pharmaceutical, food and chemicals. represent a milestone in the history of small industries in Brazil, helping them The Association path is recent, but full of successful cases. Few trade asso- improve their processes and increase their revenues”, she observes. ciations have a look to the future as Abmapro, with focus on innovation, During this period since the entity was created, Neide says that research- valorization of knowledge and efforts dedicated to the sector growth. es were made and that all Abmapro directors are tuned in to the market Neide reveals that the discussions that led to the Association creation have demands and changes. “Manufacturers, for example, are more concerned started during a fair promoted by ABRAS – Brazilian Association of Su- with legal practices, regulations required by Brazilian regulatory agencies, permarkets, occurred in Rio de Janeiro in 2005. “During that event I was as well as retail and consumer demands. The possibilities generated in the approached by different professionals from commercial area, with opera- work with private labels are amazing, and the market grows as the con- tions in private labels, and soon after I was part of Compro – ABRAS Private sumer understands own labels products concept.” Label committee, composed of professionals from industry and retail. “I In order to enable the sector growth, according to Neide, the consumer must soon became responsible for the industry area, and Rodolpho Freitas was know that he/she is taking home a product with industry and retail seal, as responsible for retail”, recalls her. the brand holder. “Abmapro has acted in the dissemination of information Smart decision on this market. Since the beginning, we had a tough challenge: to break the Marco Antonio Ablen Quintarelli, currently retail consultant, partner and paradigm with the final consumer, showing that private label means quality.” executive director of AZO Group, tells that Compro was created by ABRAS During the 2000s, the market had reviewed their products position in a to organize the whole process of Brazilian supermarket retail private labels very clear way, leaving room to the 3rd generation of private labels, and development. According to the executive, at that time there was no refer- this time, more similar to leading brands in terms of quality. “Companies ence, specific orientation or control of private labels activities in the country. should take advantage of one characteristic of the Brazilian consumer: he/ “The chief Brazilian retailers with industries that produced private labels or she likes to try and learn novelties in products and today is more open to that wanted to enter in this branch used to meet to create guidelines and the point of sale actions”, says Neide. solve doubts”, he explains. Abmapro president remarks that one of the main roles of own labels is In this context, the look was almost exclusive to supermarkets. “At that mo- achieving the consumer loyalty. “Own labels are a communication tool. It is ment Compro could not go on. We needed an agency to include all retail about connection between retail, brand and consumer. It conducts the con- segments and not only supermarkets”, says Quintarelli. sumer once again to the store without need to rely on promotions. When Like Quintarelli, Neide and other Compro members saw that private labels the consumer likes a certain brand, he/she will only find it at that retailer concept involved many more aspects. Subjects related to the theme could who holds it. That is an incredible way to control profit margin, price and not be discussed only under food perspective. “It was necessary to involve actions at the point of sale.” the whole universe of private labels, comprising all segments”, says Ab- mapro president. Certification A milestone to the sector In September 2008, Abmapro has taken a major step to Brazilian private With a general assembly, held on September 26, 2006, Abmapro was labels market, by launching Abmapro Certification. Developed by a techni- founded and constituted. The entity charter members are: Neide Monte- cal group of the entity, the whole certification program was based on chief sano, Maurício Victoriano, Kazuo Matsui, Loredana Lacava Andraus, André national and international norms for processes audit in products whose Baricelli Neto, Etienne Pierre Marie Gruhier, Marina Kayano Nishiyama, brands carry the establishment name or are its property. Mauricio Moral and Marco Antonio Ablen Quintarelli. All of them have It took years of work involving professionals from companies like Carrefour, dedicated time to discuss private label phenomenon and to transform the Wal-Mart, Grupo Pão de Açúcar, in addition to industries that participated Association project into reality. in pilots. “It’s worth remarking SGS, Bureau Veritas and DNV efforts, with “We believed in private labels potential, and that Brazilian consumers had the outstanding actions in this process. Discussions during the Certification right to this option in commercial establishments’ shelves”, say Abmapro pres- development have shown that Abmapro actions were in synergy with the ident. In the beginning, among the entity major plans were the sector devel- market”, says the Association president. opment and improvement, and providing intellectual support to associates. All that to make own labels products get to the final consumer warranted Abmapro handbook not only by the manufacturer but by the brand holder as well. “Today, the In 2012, the Association has launched the Abmapro handbook, aiming to contribute to the expansion of knowledge, both by those involved in own labels chain and other interested persons or entities. Abmapro handbook

INGLÊS counts on a rich content, full of guidance on the sector in Brazil and abroad. “Abmapro is responsible for developing, organizing and maintaining the With over 20 pages, the material divulges content on private labels history, relationship between the industry, retail and Brazilian consumers, as services offered by the entity, sector figures according to studies performed regards the PL projects. With the exchange of information, opening up by the most renowned companies, like Nielsen and Kantar World Panel, opportunities for new companies that want to invest in this segment and and a calendar showing the annual schedule of events. The material is seek to facilitate the processes and legislation. All so that more and more reviewed on a yearly basis and made available on the Association website. PL projects may become viable and sustainable.” Knowledge within associates reach Marco Antonio Ablen Quintarelli, retail consultant and partner - executive After Abmapro handbook and Abmapro certification, the entity went director of Grupo AZO beyond. In 2011, it started a work involving technical travel in order to “Abmapro provides market professionals, members and nonmembers, promote interchange of information and novelties in own labels market. through participation in the forums and other events, and also through its The result was the visit to different editions of PLMA’s – Private Label Trade manual of good practice, for example, various tools to help identify prob- Show, occurred in Chicago, Amsterdam (comprising the whole Europe) and lems by providing information and training, which is extremely relevant. It in Shangai (China). “PLMA is a traditional private labels fair promoted for is obvious that the execution is up to each one. But having knowledge and over 30 years. We have observed, mainly, how is the relationship between training, it is possible to achieve plan and execute it properly.” brand holders and suppliers, how products are placed at the point of sale Fátima Merlim, executive director and consultant at Connect Shopper and the consumer perception regarding them”, she explains. “Private labels have become increasingly more popular in the country, mak- “It’s worthwhile observing other markets and bringing this new look, ing it an edge over the competition and a factor of consumer loyalty. In this which may eventually be applied in Brazil. Naturally, all such actions scenario, the performance of Abmapro is of fundamental importance as it should consider the country reality and consumption trends. We take ad- contributes to the development of this segment and to getting closer to the vantage of events to assess innovations related to packing, points of sale, supermarket sector, constantly seeking improvements and advances in this branding, and others”, says Abmapro president. market.” Neide concludes informing that the entity promotes the creation of del- Pedro Celso, CEO of APAS - Associação Paulista de Supermercados [São egations. “To Amsterdam, in 20XX, for example, we counted on 18 pro- Paulo Association of Supermarkets] fessionals, among manufacturers and retailers. The second time we went “I accompanied the Abmapro creation process, which now unites several to Chicago we could gather 15 people. This sort of familiarity is very rich, companies from segments involving private labels, including aerosols because it shows how each one sees the market. This exchange of informa- and household cleaners. This is a highly relevant entity that is engaged tion is very rich”, concludes her. in disseminating useful information to market and promoting events and 158 About Neide Montesano providing advice to its members. I applaud its actions, through the person Graduated and post-graduated in Chemical Engineering by Fundação of Neide Montesano, and we, from ABAS, are here to support projects that Oswaldo Cruz, Neide Montesano has worked with cleaners in different will benefit the entire chain.” national and multinational companies, until becoming partner of Mon- Hugo Chaluleu, CEO of ABAS - Associação Brasileira de Aerossóis e Saneantes tesano Industry. Her first contact with private labels occurred in the 1990s. Domissanitários [Brazilian Association of Aerosols and Household Cleaners] Since 2006 she is president of Abmapro and is involved in several projects Timeline to develop and promote private labels in Brazil. Today, companies with private-label products in Brazil consider this seg- “The success of private labels is based on the quality and price binomial, ment as a synonym for good businesses. Since the beginning of private fundamental in an economy where the purchasing power of the population, labels in mid 1900s in France, their role has become increasingly strong and although it has increased in recent years, is far from high. In addition, the is present in the routine of families from most countries. development of private labels is a great marketing tool, leading to customer The timeline shows special facts about private labels, especially their de- loyalty and brand enhancement, since it works with the concept of exclusivity.” velopment in Brazil, the creation of ABMAPRO and important facts for the “In Brazil, the acceptance of such product has been growing significantly, progress of this sector. which reinforces the importance of Abmapro in the national scene. Ab- According to data from Nielsen, Brazil represents 36% of the total value mapro is the entity capable to, among other things, establish guidelines operated with private-label products in Latin America, followed by Mexico and standards, conduct research and ensure the quality and image of this (33%), Colombia (18%), Chile (10%) and Puerto Rico (1.6%). market with the consumer. Its activities are fundamental for the segment In short, the timeline shows the main events of the private label and out- to develop and mature completely.” sourcing sector: José do Egito Frota Lopes Filho, CEO of ABAD - Associação Brasileira de 1901 – The Casino Group, in France, developed its Casino private brand. In Atacadistas Distribuidores [Brazilian Association of Wholesale Distributors] terms of market share, Casino is number 1 brand in private label ranking in “The value proposition of private labels has changed in recent years. Today France, as well as leader in buyers of private-label products. there are products which show that the level of requirements of manufac- 1921 – In the United States, in southern California, Great Atlântic & Pa- turers and brand holders is greater and involves quality of raw material, cific Tea Company opened a new type of store, without home deliveries or integrated design and arrangement of information. Abmapro is expanding books to record purchase accounts, typically used in those days. this communication network between the players, supporting, helping 1930 – The first stores with self-service models are created. and contributing to the growth of private labels in Brazil.” 1947 – All supermarket giant Kroger private-label products, around 45 Gisela Schulzinger, CEO of ABRE - Associação Brasileira de Embalagem items, were unified under the same brand. The traditional red-and-blue [Brazilian Packaging Association] logotype was introduced this year too, as well as the Kroger name change. 1950 – The United Kingdom also starts to offer private-label products. Big

Anuário ABMAPRO 2015 retailer Sainsbury’s innovated in the development of private-label products. 1997 – North American chain Wal-Mart starts its private label program 159 1950 – In mid 1950s, British Tesco started to offer its first private-label with a new standing in the Brazilian market: its private label with equal or products: canned fruits produced by a farm near Goldhanger. superior quality in relation to leading brands. 1953 – Sirva-se, the first supermarket in Brazil, opens in São Paulo. It 1997 – Pharmaceutical companies start their private label operations. belonged to Souza Cruz. 1997 – Pão de Açúcar is the first Brazilian company in the retail sector to 1959 – The first Pão de Açúcar supermarket opens in São Paulo. operate in the New York Stock Exchange. 1960 – The first private-label or store brand products developed in Brazil 1998 – Small and midsize stores also follow the trend and invest in pri- appeared in Sendas and Paes Mendonça supermarkets. Before, the Brazil- vate-label products. One example of the year is Pizzaria Speranza, which ian retail segment had generic brands. introduced its private label wine. 1964 – Military coup – on March 31, thousands of Brazilians went to 1999 – In late 1990s, a new behavior of several society segments is seen supermarkets to buy more food and store products at home. regarding aspects like quality, package, price and value added. This is the 1965 – The two Sirva-se stores plus one in construction phase were sold beginning of the 3rd generation of private labels, the Me Too generation. to Pão de Açúcar. 2000 – Considering the increasing importance of the private label concept 1968 – In March, the 4th anniversary of the military coup in Brazil. in self-service retailing in Brazil, COMPRO - ABRAS Committee (the Brazil- 1970 – The first private-label products appear in Brazil. They started with ian Association of Supermarkets and Private Labels) is created, gathering the generic products. That was called the 1st generation of private labels. members from supermarkets and suppliers of private-label products. 1970 – The Pão de Açúcar Group was one of the first to launch private la- 2000 – Time for value-added products – A design starts to be valued bels in Brazil. Makro, Bompreço, and Carrefour also start their private labels. and developed to attract the target audience. Investments are made in 1973 – In the United States, private labels are at full blast, in chains like researches. GreatAtlantic & Pacific Tea Company, better known as A&P. 2000 – Extra launches its first private-label product line, the Extra prod- 1975 – Global retailer Carrefour starts operating in São Paulo, Brazil. ucts, which are sold today as Qualitá brand. 1976 – Carrefour private brand is created in France. 2001 - “The gradual growth of private labels confirms the increased interest 1979 – Retail chain Bompreço launched “Da Casa” product brand, re- of consumers in this product segment, although the Brazilian market is still placed in 1996 with a brand showing the chain name. far from the progress seen in Europe and the United States”, says Luiz Carlos 1980 – Start of a decade of hyperinflation. Retailers and wholesalers Durante, director of Sé Supermercados supermarket chain, in an article. started to stamp a brand on products, creating lines to compete with the 2001 – The 2nd ABRAS Guide of Private Labels is published by ABRAS (the traditional ones, offering products that started to have an identity. That Brazilian Association of Supermarkets). was the 2nd generation of private labels. 2002 – Renner Stores start to develop fashion collections by lifestyles, with 1981 – Makro’s private label Aro is created in Brazil. private labels reflecting ways of being and dressing, based on attitudes, 1989 – Carrefour private label arrived in Brazil. interests, values, personalities and habits of clients. 1990 – A boom is seen in the number of brands created, but they were 2003 – A year full of changes in the purchase habit of Brazilian consum- not fully developed and had no well-defined planning criteria. The first ers. According to a note published by Acionista, “that was a year of tryouts, supermarkets in this segment still had no brand know-how. as the clients, with tight budget, started to evaluate and consider other 1991 – The Consumer Protection Law (CDC) is created in Brazil. The Law brands. brought a new direction to private brands, which adopted quality, added 2003 – Also in small supermarkets - “Private labels are more accessible and value and cost-benefit ratio as their differentiation criteria. Source: Marca play an important role in ensuring consumer loyalty”, Lucia Morita, president Própria, Ed. Brasport, by Roberto Nascimento A. de Oliveira. of Rede Supervizinho. Source: Article from DCI Journal of March 7, 2003 1991 – Wal-Mart introduces its first private label: Sam’s Choice (soft 2003 – Several private-label products from the Pão de Açúcar Group (Ex- drinks), produced by Cott Beverages exclusively for the chain. tra, Comprebem Barateiro, Pão de Açúcar and Goodlight) are number 1 or 1993 – In Brazil, the inflation was 2,490%. The existence of floating al- 2 in sales in their segments. lowed the supermarkets to offer discounts as a main sales attraction. 2004 – Consolidation period of private labels in Brazil – This is the 4th 1993 - Wal-Mart introduces a new private label: Great Value, which generation of private labels, focused on adding new concepts to products offered over 350 items in a line of groceries. The brand become famous and services, evident to consumers, such as concepts linked with innova- for its innovation, introducing in the market products like lactose-free milk tion, wellbeing and sustainability, among others. powder, sugar-free orange juice (for low-calorie diets) and turkey gravy 2005 – A study conducted by LatinPanel/AC Nielsen shows that consum- for microwave ovens. ers of private-label products are mostly from social classes A, B and C, and 1994 – Brazilian currency stabilization. The Real Plan started on February live especially in the State of São Paulo. 27 with the publication of Provisional Measure 434, which created the Real 2006 – Carrefour launched Viver brand to fulfill the needs of consumers Value Unit (URV), with rules of monetary conversion and use, starting the in terms of healthiness. de-indexation of the economy, and creating the new currency (Real). 2006 – ABMAPRO (the Brazilian Association of Private Labels and Out- 1994 – Roles, an auto parts distributor, invests in a private label to com- sourcing) is created, joining retailers and industrial companies from the plement product lines. In 2005, the brand was called Autho Mix. segments of supermarkets, wholesale and distribution, pharmaceutical, 1994 – In Rio de Janeiro, the Sendas Group launches its private-label food, chemical, personal care industries, as well as service providers. One product line based on Tesco and Mark & Spencer brands, starting the 3rd of the entity’s challenges is to enhance communication to make consumers generation of private labels in Brazil. trust more in the quality of private-label products. 1995 – Retailer Lojas Americanas launches private-label products from 2007 – According to data from the 31st ABRAS Ranking, the turnover of Christmas Traditions. the Brazilian supermarket sector reached R$ 136.3 billion – 6% actual in- 1996 – Created in 1976, French retailer Decathlon created its firsts private crease and 9.8% nominal increase in relation to 2006. In 2007, the num- labels: Quechua, for mountain sports; and Tribord, for water sports. De- ber of stores reached 74,602 self-service points (1.2% increase in relation cathlon came to Brazil in 2001. to 2006), with 868,023 employees.

INGLÊS 2007 – Private labels also in the construction sector – Dicico launches sugar, crackers/cookies, rice, breads and cakes, Christmas bread (Panet- its Décor brand, offering today products like paints, tiles, faucets, mixing tone), frozen meats and yogurts, in this order. valves, shelves, etc. 2011 – Private labels have increasing participation in the life of families 2007 – First public exhibition of ABMAPRO, at the tradeshows organized from most European countries. In the United States, the sales of private-la- by ABAD (the Brazilian Association of Distributors of Industrialized Prod- bel products increase year by year. More than 40% of North Americans see ucts and held in Recife, Pernambuco. private labels as a good alternative, with differentiated products, such as 2008 – The first event is held to launch the ABMAPRO Certification Safeway, which introduced private-label natural foods. Program, to accredit suppliers of private-label products and outsourced 2011 – In Brazil, ABMAPRO keeps disseminating information about the suppliers who meet common requirements to “purchasers” (retailers, dis- sector, with several lectures made by Neide Montesano at GS&MD, ASSI- tributors, wholesalers, industrial sectors and any other party who would FARMA, Coop-Rede Brasil, and other places. like to use its brand on consumer products), according to national and 2011 – ABMAPRO promotes the 2nd Congress on Private Labels and international regulations and standards in force. Outsourcing. 2008 – Elections for the 2009/2010 management period, with candi- 2011 – With the participation of 18 professionals from the sector, and in dates from the same party running for the ABMAPRO board. a partnership with the AZO Group, ABMAPRO made its first international 2008 - ABMAPRO participates in the 24th International Tradeshow of technical trip to see the recent facts brought by the Private Label Manufac- Packaging and Processes for the Food and Beverage Industry (Fispal Tec- turers Association (PLMA), in Amsterdam, the Netherlands. nologia Fair), in São Paulo. 2011 – The second international technical trip was to Chicago, in the 2009 – ABMAPRO organizes its 1st Congress. A software is developed for the United States, to participate in an event organized by the Private Label financial system, optimizing the time spent by the entity and its members. Manufacturers Association (PLMA). 2008 – Private-label products are in almost half of Brazilian homes 2011 – One more meeting for the election of the board, for 2011/2012. (48.9%), corresponding to around 18 million homes. Data from Nielsen 2012 – A milestone for the sector – The ABMAPRO Manual is created for show the number of this type of product increased 31% between August members and people in general. This manual shows information about the 2007 and July 2008, totaling over 45,000 products available in 25% of all sector, its history and development, offering a complete landscape with the 644 companies interviewed in the survey. main data from the global and Brazilian markets of private labels. 2009 – ABMAPRO partners with the Getúlio Vargas Foundation (FGV) for 2012 – ABMAPRO has 50 members, representing together a turnover of the production of events and courses addressing private labels. 75 billion reais and generating around 200,000 direct jobs. On October 30, 2009 – ABMAPRO promotes the 1st Course on Private Labels – Concept the 3rd Congress on Private Labels and Outsourcing was held. and Strategies. Several actions are conducted, such as the lecture and 2012 – More international technical trips are made, now to Dubai and presentation of Neide Montesano, president of ABMAPRO, at the Getúlio Chicago. 160 Vargas Foundation (FVG) and SENAC, under the theme: “Private Labels 2013 – On August 12-15, São Paulo hosted the 4th Congress on Private and Sustainable Products”. Labels and Outsourcing and the 1st Tradeshow. 2009 - ABMAPRO sees the trends presented by Intermodal South America, 2013 – International technical trips to Shanghai and Amsterdam to the largest event in the Americas for the logistics, cargo transportation and participate in an event promoted by the Private Label Manufacturers foreign trade sectors. Association. 2009 - ABMAPRO partners with APAS (São Paulo State Association of 2013 – Election of the board, for 2013/2014. Supermarkets) and a lecture is made by president Neide Montesano about 2004 – Retailer Lojas Americanas expanded its portfolio of private labels “Private labels in the new global scenario” at the entity’s site. with the launch of “Basic+ Care”, of personal care products, under the 2009 - Embalixo is the first company to receive the ABMAPRO certification. strategy of investing in regular and low-cost consumption products. 2009 – ABMAPRO submits a proposal for a nation-wide discussion to 2014 – On September 16, ABMAPRO promoted the 1st National Forum on ANVISA, requesting the permission to more than one manufacturer of Private Labels, in São Paulo. sanitizing products, provided that the same formulation is used. 2014 – According to a study conducted by Nielsen, private-label products 2009 - ABMAPRO participates in a lecture at SEBRAE (the Brazilian Service represent 6.4% of the sales in supermarkets in Latin America. The sector Supporting Micro and Small Businesses) whose theme was “Consolidating operates R$ 4 billion in this region, adding up sales from countries like Bra- brands of chains and business centers – customer loyalty and increased zil, Chile, Colombia, Mexico and Puerto Rico. profitability of member companies”. 2014 – Shelves in supermarkets in Brazil display products from the 4th 2010 – In the United Kingdom, Sainsbury’s launches 1,300 private-label generation of private labels. products and improved other 3,500 items. (Here, we can insert photos of all styles of private-label products, especially 2010 - ABMAPRO promotes the 1st Congress on Private Labels and Out- with references to lifestyle, wellbeing, sustainability, etc.). sourcing. 2014 – Launch of the 1st ABMAPRO Yearbook. 2010 - ABMAPRO intensifies its actions. The entity organizes a lecture at (Illustration with the yearbook cover). AGAS (Rio Grande do Sul Association of Supermarkets), and promotes a fi- Benefits nancial audit and control at ABMAPRO to shows its transparent operations Generating value to the market of own brands to its members and the society, as to update its portal. Business and networking opportunities between the main market players 2010 - ABMAPRO partners with Nielsen and Kantar, renowned research are some of the benefits offered by Abmapro companies in Brazil. Abmapro provides exclusive benefits to the associates, such as conventions, 2011 – The number of private-label items in Brazil increases. According to event promotions, information services, support and disclosure related to a study conducted by Nielsen, this increase exceeds 31% of the products in business. Since the beginning of its activities, the entity accompanies the the three main retailers. The research conducted by Nielsen and Abmapro progress of the market, always motivated to expand and develop solutions also showed that, among the private-label products, the products more often bought in Brazil were: aseptic milk, toilet paper, vegetal oil/olive oil,

Anuário ABMAPRO 2015 towards a positive scenario. “The creation of the entity represents a mile- different themes, covering the areas of interest of members and go beyond stone in the private label market in Brazil and even in Latin America. We did the world of private labels. “The majority of the Association’s events offer free not have an entity bringing together solidly players in the industry,” says attendance for members. When that happens, we offer, in the form of exclu- Loredana Lacava Andraus, a founding member of the Association. sive benefit, special conditions and discounts to members,” she emphasizes. To Loredana, the key point of the trajectory of Abmapro consists of the ben- To further benefit members, adding value to their business and investing efits offered to members, beyond the concept of traditional associations. in the professional growth of their employees, Abmapro signs partnerships According to the executive, the entity has different working methods, based with market entities that promote courses and seminars, ensuring special on mutual help and discussion of strategic issues for the segment. All ac- conditions and prices to members interested in participating in other events tions are designed to strengthen concrete actions to generate business and than those carried out by the Association. In general, partnerships result in increase the power of action. discounts of up to 20% to members. The objective, according to Loredana, was exactly to support the market as a whole, but many things have changed in that route. “Official rep- Participation in international events 161 resentative of the entire chain, Abmapro is able to foster differently from International technical trips are another important way to work the in- other Brazilian associations, providing neutral trading environments and formation. Participation in events such as the PLMA Trade Show (Private networking, as well as discussions of ideas among its members.”. Label Trade Show), with editions in Amsterdam, Chicago and Shanghai, Investing in knowledge and the PLME, in Dubai, considered the most important private label fair, Disclosure of reports about the market, launches and further research is has already become part of the Abmapro annual planning. essential to keep members informed. Essential communication tool, the “One of the directors is sent to officially represent Abmapro at industry events, events also gained prominence in the planning of the entity. “They add in various locations. Outside Brazil, knowing the market and strengthening value to the set of products and services offered by the organization. With institutional relations is another way to fulfill our mission to bring knowledge special conditions and discounts, members can experience new experi- to members,” says Neide Montesano. To extend this action, Abmapro makes ences and turn them into opportunities in their companies,” describes the agreements with agencies and companies offering technical travel packages founding partner of Abmapro. and visitation to major trade fairs, ensuring that interested members can get With dozens of events held, Abmapro has invested in several formats, in- special discounts and monitor the entity on these trips. cluding meetings, seminars, trade shows and conferences. The 1st National Abmapro also makes agreements with agencies and companies offering Congress of Private Label, produced in partnership with GS&MD - Gouvêa technical travel packages and visitation to the main private label events in de Souza, with the participation of companies such as Grupo Pão de Açú- the world. Thus, members can have greater ease and special discounts to car, Riachuelo, Carrefour, Leroy Merlin, Walmart Brazil, Fnac, Dudalina, attend fairs like the PLMA Trade Show (with editions in Amsterdam, Chica- Emifor and Group Farmais. At that time, the lectures counted on the medi- go and Shanghai) and the PLME (in Dubai), see other markets, strategies ation by Marcos Gouvêa de Souza, general director of GS&MD - Gouvêa de and world premieres and strengthen partnerships that can yield good fruits Souza, Neide Montesano, president of Abmapro, and Luiz Alberto Marino, to the internationalization of their companies. journalist of Band News. In 2013, Abmapro created the 1st Private Label Fair, with the proposal Sustainable Results to provide every two years to market products and services developed by The disclosure services offered by the entity were thought of to give more companies around the country and abroad. For Neide Montesano, presi- visibility and credibility to companies. “Abmapro is the only class entity in dent of the organization, everyone involved in the project refine themselves the country representative of the private label sector and outsourcing, com- in the organization of lectures and construction of the topics covered. “We posed of representatives of major companies and professionals working in always want to put on the agenda the issues most relevant to the sector the area. Therefore, upon associating, members automatically gain more in Brazil and the world, and to anticipate trends and information on new space and credibility with their stakeholders,” adds Loredana. technologies,” she reveals. The Abmapro site includes an area where member companies and their 1st National Forum of Private Labels logos are disclosed separately according to the segment to which they be- In order to foster discussions in search of improvement and growth for the long. Promptly, all members, with the authorization of the use of the brand, industry, in 2014, Abmapro promoted the 1st National Forum of Private may have their logo posted on the association’s website, free of charge. Label. With the theme “The future of the private label management”, the event was the stage for discussions and presentations between the main Prosperity for business players in the market, bringing together about 200 professionals from the Members of Abmapro also count on the on-line Companies Guide. It industry, retailers, wholesalers, distributors and service providers. In par- is a tool available on the organization’s website that offers free ads. The allel with the Forum, an area with mini-stands was assembled with the Companies Guide is the main reference source for searching for companies participation of supporting companies. operating in the sector. In the Guide, retailers, wholesalers, distributors, Following their commitment to provide rich content and unique to members, among others, seek partners to develop their private label in segments Abmapro conducts studies and surveys of unique data, whether to better such as food, perishables, bazaar, beverage, health, beauty and cleaning. understand the consumer’s view of its private labels as well as the relation- The Companies Guide contains a list of the main suppliers of inputs and ship between industry and retail in the private label environment, whether to specialized service providers, such as press and advertising consultancy, collect information that they may become market indicators. “During the 1st certification, sales representatives. This network of companies can meet Private Label Congress we presented several indicators, including the “20th business demands focused on the development of qualified suppliers Study of Nielsen Private Labels” and the “1st Current Study Stage of Private for industries that manufacture private labels. “For the industries, input Labels - Industry and Retail Vision” says Loredana. suppliers and service providers, the Companies Guide acts as a showcase Besides the Fair, Congress and Forum, Abmapro regularly holds events with for their products, and are a unique opportunity to do good business and develop lasting partnerships,” says Loredana. Whereas information services consist in the formation of working groups

INGLÊS that meet regularly to discuss new ideas and proposals in support of the a name, term, sign, symbol or a combination of them, visually percepti- sector. Participation, both in the Technical Group as in the Sales and Mar- ble, that distinguishes and identifies industrial and commercial products, keting Group, enables the member to add new knowledge and business, and services, aiming to distinguish them from other similar products or which may reflect on their activities within the company where they work. services. The brand indicates precedence, quality and value of products and On the web, Abmapro maintains an access area restricted to members, where services, and also certifies their compliance with certain norms or technical research, newsletters, bulletins, publications, association meeting minutes are specifications. stored and shared and events, workshops and all the activities of the Asso- Each item, animated or not, that may be differentiated in any aspect, may ciation and its partners are disclosed. Contacts of members, facilitating the result in a brand. The brand provides meaning and defines the product/ search for service providers or product suppliers, are also available to all. service identity in time and space, extrapolating the product and the pack- Other benefits ing physical attributes. The position a brand occupies in the client mind Logo disclosure on the Abmapro site - The Abmapro site includes an may be the most competitive and sustainable differential for a product or area where member companies and their logos are disclosed separately service. according to the performance segment. Therefore, all members, with the To Abmapro, own label is every service or product, fabricated, improved, authorization of use of the brand, may have their logo published on the processed and packed by an organization that holds the brand control and association’s website. distribution, which may carry or not that company name. Welcome Advertisement - Upon becoming a member, every company Roberto Nascimento A. de Oliveira, author of the book “Gestão estratégica has their name, contact and line of business (with prior authorization) de marcas próprias” (Strategic management of own labels), mentions in disclosed by Abmapro to other members. his publication that a brand exists basically to lever a product, by means Training/course in associated companies - Abmapro makes available, upon of identification with the consumer and differentiation from competition. request, a professional to conduct lectures in associated companies aiming to “The definition of own label, on the other hand, concerns specifically to guide and share knowledge with those who work or are interested in working those products or brands that belong to retailers, wholesalers, associations with outsourcing or in the development and supply of private labels. or any other consumer goods distributors, registered and exclusively com- New business opportunities - Various services offered by the Association mercialized” promote approach and greater engagement between the companies relat- According to Escola Superior de Propaganda e Marketing (ESPM) Retail ed to the area of private labels and outsourcing, facilitating the creation of Center, “an own label product is characterized for being a product sold or opportunities for national and international business. commercialized exclusively by the organization that holds the brand con- Abmapro Events and partners with different prices - Just as some partners, trol (register) and that usually doesn’t count on a production unit. (...) The Abmapro conducts, periodically, events with different themes and cover- product may carry the company name or use another brand not associated 162 ing the various areas of interest to its members, not just those specifically to the organization designation; it has own identity and is supplied to or- related to private labels. Most events are free for members, but for those der, meeting specifications defined by the brand holder”. who are not offered, in the form of exclusive benefit, special conditions and Concept at issue discounts to members. Authority on the subject, Neide Montesano believes that the entity is con- Access to the Abmapro database - Companies associated with Abmapro tributing to make the market increasingly more supplied with information can access the contacts of the other members, which facilitates the search on own label concept and its differentials. “The own label may yield success for product suppliers or service providers. to Brazilian retailers and manufacturers businesses, as long as it is worked Regulatory area - Associated companies are supported by Abmapro to with seriousness by both sides. All pillars should be considered, like invest- work together with government agencies to upgrade standards and ments in branding, design, quality formulation, attention to the point of guidelines for the sector. Often, this demand comes from the government sale and communication with shoppers and final client.” and its associates, who need to upgrade any standard. The entity presents Consultant Rodolpho de Freitas Neto supports Abmapro president’s opin- and represents the proposals to the sector and the members’ interest. ion. “For decades, own labels in Brazil meant very low quality products Participation in work groups - Interested members may participate in the with low price appeal. This scenario has changed and is prepared to reach Abmapro work groups. In addition to collaborating with the association higher levels”, he observes. and bringing new ideas and proposals, the entry into the Technical Group, Freitas, who has already won, for his work at Bompreço, the nomination as well as the Sales and Marketing Group, enables the participant to add to “Melhor Projeto de Marcas Próprias” (Best own label project) by the new knowledge and business, which may reflect on their activities within consultancy company Booz Allen Hamilton, in addition to having worked the company in which they operate. as operations and own labels director at Pão de Açúcar Group, believes that Restricted area for members’ access - On the Abmapro website there is a the current market counts on one advantage: “the concept of own label is restricted area for members, which space is used for the dissemination of much more comprehensive than it was 20 years ago, as well as the access research, newsletters, bulletins, association meeting minutes, as well as to the main events on the theme, besides, of course, information available information on events, workshops and other activities promoted by Ab- on internet with content”. mapro or its partners. “Brazil is going through an increase in retail concentration, with much more Own Label Concept representativeness than it happened before. Companies like Grupo Pão de Learn about own label Açúcar, Carrefour and Wal-Mart have grown and consolidated by means Linking the company brand to a product may communicate to consumers of mergers and acquisitions, gaining more scale in the country”, comments the company DNA intrinsic characteristics, showing values like character, Freitas. “We will be sure that the own label concept is totally diffused when respect and love for the family all companies deliver a differentiated proposal to the market, regardless According to AMA - American Marketing Association, a brand is always of the niche. This proposal is about offering products with quality in best brands references, focus on the point of sale, competitive price, attractive design and endomarketing to collaborators.”

Anuário ABMAPRO 2015 When he came to know own labels, in 1994, Freitas had experienced how of own brands and analyzes its importance and evolution in the Brazilian retail could assume their brand role. In 2001, invited by Pão de Açúcar retail Group, he led a complete transformation. “We have re-launched Extra For the nineteenth consecutive year, Nielsen prepared the Annual Own brand, launched Comprebem, which have replaced Barateiro, and were Brand Study in order to provide its customers with the latest trends of the lucky enough to start from zero two great brands, considered icons in own market. Olegario Araujo, director of trade services at Nielsen, explains the label market at that time: GoodLight and Pão de Açúcar.” study has been consolidated as the most complete reference available in After Bompreço and Grupo Pão de Açúcar, acting with own labels, exclusive Brazil on the subject in recent years, and gained the support of ABMAPRO. and first price, Freitas states that he could only learn own labels concept With information related to consumers of own brands, obtained through well by taking all opportunities, like studying the theme in depth and vis- a rich analysis of Nielsen Consumer Panel (NCP), the Shopper Visions, iting international operations to check the market movement. “The pro- the study is based on 170 categories of scheduled products by Nielsen, fessional of the area should not look only to the own label world, but to the making an analysis of the importance and evolution of own brands in the whole universe involving it as well, like national brands and main leaders”. Brazilian retail, identifying which baskets and categories showed better With Taeq line, Freitas could anticipate in Grupo Pão de Açúcar the performance. well-being trend, not just for foods, but also in nutrition, organics, house, sports and beauty. “We have come out ahead when we launched Good- Highlights 163 Light, between 2001 and 2002, and repeated the experience in September According to the study, the own brand market has sales of R$ 3.9 billion 2006, with Taeq. This own label has replaced GoodLight, with a large num- and generates about 220,000 direct jobs. In 2014, the segment reached ber of items, among all categories. It was an amazing success”, remembers. the mark of 6.4% share in total sales only in the retail supermarket seg- “As soon as I assumed, the first defense I have made of Grupo Pão de ments, wholesalers, distributors and pharmacies. Açúcar boarding was delivering products with, at least, the quality level During the presentation of Niesen, led by Maria Fernanda Celidonio, in the of the main chain brands in the market. We could launch over 3 thousand Forum of Own Brands promoted by ABMAPRO, the executive pointed out own label items, in many different categories, under Comprebem, Extra, that in Brazil there is no clear price increase ratio of products and a migra- GoodLight and Pão de Açúcar brands. And my last one during my term, tion to the own brand, if food prices go up. Research has shown that if pric- Taeq”, emphasizes the consultant. es increase, 42% of people keep buying the same brand manufacturers. Marriage The most positive aspect is that almost half of Brazilian homes (49.1%) In addition to strategic planning, there must be synergy between retailer bought at least one item of own brand, in 2013. and manufacturer when it comes to own label. Freitas says that the big The concentration of own brands is in large chains, accounting for 94% of difference of Pão de Açúcar own labels work to the market, during the pe- what is sold in value. Regional retailers account for only 6% of sales of MPs riod when I was working at the company was the marriage between the in Brazil, while the percentage of manufacturers brands rises to 42%. A brand holder (retailer) and the manufacturer. very significant number refers to the contribution of 51% of São Paulo with That good relationship has strengthened Pão de Açúcar project in Freitas the market growth of own brands. The region shows high concentration of time. “We have created a department for product development, quality MPs and the largest share. control and innovation Center just for own labels (where we developed for- mulations and receipts). We have also proceeded to some improvements Consumers in packing department at that time under the leadership of Iorley Correia The own brand is present in all socioeconomic levels (NSE), highlighting the Lisboa. Besides, there was also the trade marketing department whose high NSE, with 36.5. This means, according to the Nielsen Study that the aim was to work products at the points of sale”, he observes. consumer of own brands does not belong, mostly, to the lower classes (D Own label and exclusive brand and E). The remaining consumer groups were 29.8 average NSE C1, 21.7 Own label and exclusive brand concepts are distinct, as describes ABRAS’ average NSE C2 and 12 low NSE. Compro Own label handbook. The own label belongs to its holder, regard- The study shows that the MPs consumer has a high NSE (34%), consisting less of which is the retail company segment. The use of exclusive brand of two styles, the “popular life (34%) and” avant-garde (10%). For the occurs, chiefly, not exclusively, when the retailer wants to differentiate its first one, price is decisive. Usually this consumer profile takes a list and own label strategic positioning in other levels (market niche, low price, always buy the same products, decides the purchase channel based on high price, etc.), generally in subjective concepts categories, like status and prices, offers and promotions, only buys known brands on sale. But the well-being, that contemplate products like perfumes, alcoholic beverages, avant-garde one observes the trends. “It makes the buying decision in the organic, light, diet food, and others. store, is led by new products and offers, searches shopping experiences and We can consider all own labels exclusive, by the way they are adminis- diversity of brands, buy renowned brands and pays attention to ingredi- tered. The company that develops, nominative and figuratively, registers, ents and weight of products,” stressed Maria Fernanda Celidonio, during develops and commercializes products with certain brands holds all rights her presentation of the Nielsen study, in the Own Brand Forum. on them. So, it is an own and exclusive product, regardless of the brand, About the best way to get the attention of consumers, the PCN showed whether it may be confounded with the corporate brand, with the estab- that 67% said it took place through posters and advertising outdoors, 55% lishment name, or whether it was created just to a certain item or product observe publicity and ads in magazines and newspapers and 40% enjoy line. seeing both advertisements and TV programs. Sources: Manual ABMAPRO 2015, Guia de Marca Própria from Compro and “Gestão estratégica de marcas próprias”. Shoppers Market Data The Nielsen data also show that in the first half of 2013, the own brand Own brand in Brazil has remarkably increased in recent years products gained about 18.6 million customers (shoppers), representing 19th Annual Own Brand Study brings related information to consumers 49.7% of households. More than 330 companies (among supermarkets, wholesalers and pharmacies surveyed) act with own brands, representing 5% of market share in Brazil. In Brazil, the items of own brands with higher

INGLÊS participation in volume reach 38%. The most notable categories are the respondents answered that the own brands market is difficult to work panettones (38.6%), tomato products (32%), aluminum foil and plastic with, based on some reasons: lack of vision, training, and strategic alliance, films for food (30%), paper napkins (27.7%) and cheese rolls (27.7%). complex negotiation, bureaucracies for contracts and low approvals, and According to the survey, Brazil currently has 65,880 own brand items - a the low investment in communication. number which is 18% higher compared to the same period last year. Fatima comments on how the study defined the ideal setting of own brand Among all the data released by Nielsen, one drew the attention: Brazilians in Brazil: a market whose culture is permeated by every company, serving rely on own brands. “When choosing a brand, 83% say they buy own various requirements, including bonuses tied to the own brand perfor- brands, because they see them credibility,” said Maria Fernanda Celidonio, mance, adopting a long-term business model set and shopping areas that during the Own Brand Forum, as she pointed out the numbers. Consumers are specialized and dedicated to MPs, offering high quality products, good choose the usual consuming brands by checking characteristics such as design of packaging and labeling, fair price for the manufacturer, different variety, family tradition and practicality. exposure in retail outlets, excellence at the execution point, more flexibility About shoppers’ behavior, the 19th Annual Own Brand Study pointed out in contracts and retail-supplier investment, creative solutions, centralized that they go fewer times to the point of sale, but buy more each time they logistics, repositories in stores, planogram and efficient disclosure and go. And in recent years, fresh food stood out from other foods, becoming al- communication. lies to retail in generating traffic to the store”, on average, shoppers around In practice, there are some challenges to be supplanted in order to make the world buy fresh food 2.5 times per week”. The care with ingredients this dream come true: own brands are still treated as a single product, and, is critical to shoppers, according to information from the Nielsen Habits if on one hand it requires high quality of products (similar to the large na- & Attitudes information (2012), which evaluated shoppers’ expectations tional brands), on the other, the squeezed margins, low prices, compromise and concerns when it comes to food. Furthermore, 62% of shoppers avoid the equation. In addition, low volumes, with bad location and exposure, purchasing foods using fat and 61% consume foods with fibers. without effective disclosure, stiffness in the contracts, high level of service, In the Own Brand Forum, Maria Fernanda Celidonio also indicated how among other requirements ultimately derail the sustainable advancement companies should add value to own brands, according to the study. The of own brand. executive highlighted three points: “Different Consumers demand products To achieve the successful level in the own brand business - or the dream aligned to their tastes, opinions needs, development potential from the described in the study of Connect Shopper and ABMAPRO - there are chal- own brand before countries in Latin America, a building work for brand lenges and opportunities. “Although the own brand has evolved, and in the and communication are key to the success and knowledge of shoppers, as quality, there are still obstacles with regard to minimum volume, packag- their buying habits are decisive”. ing, consumer marketing and merchandising, which are the actions in the Study shows challenges and opportunities of the own brands market sales point. Several of these items were identified as critical points”, said 164 New study included more than 100 respondents, including retailers, Fatima. wholesalers, suppliers / manufacturers and service providers Critical points To evaluate the different aspects of the own brand universe, Connect Shop- The opinions of retailers and wholesalers, as well as manufacturers / sup- per and ABMAPRO launched the 1st Study of Own Brand Current Stage pliers and service providers consulted by the study are converging, especial- - Industry and Retail vision. Fatima Merlin, a founding member of Connect ly in marketing, communication and merchandising issues, in retail outlets. Shopper, presented the main results and more relevant data and critical For Fatima, it became clear that one of the main challenges is still a lack of points pointed by the study. efficient implementation with excellence. According to Fatima, a qualitative and quantitative survey was done: In the study, the marketing (2.38) and merchandising (2.47) attributes are the quantitative phase with conclusive character took place through an indicated as the most critical. No wonder in the merchandising issue, the online survey from May to June 2014, while the qualitative one, with an efficient execution of actions in the store had the lowest note 2.27. “The exploratory intent, aiming to generate insights through personal interviews implementation involves several pillars, such as lack of the product in store applied to retail and industry professionals was held from June to August (rupture), a critical success factor, especially for the own brand. The dissat- of the same year. isfaction caused to consumers moving to particular stores and not being “The idea of this first edition of the study was to check the current insight able to find the own brand product is much more serious than, for example, of the agents inserted in this market (industry and retail) and slightly leave not finding the brand of a manufacturer”. the consumer perspective only. We were very pleased with the results and Still on the merchandising issue, according to a founding member, the the participation of the professionals, which featured 53% members and Connect Shopper, the lack of the product reduces the consumer shopping 47% non-members”, says Neide Montesano, president of ABMAPRO. experience. Besides the availability, positioning / disposal of the product on About the Methodology, Fatima explains that the quantitative interviews the shelf (planogram) is another critical item. “The planogram, which was counted on over 100 respondents. “The research was random and sent to scored 2.30, simply does not exist in many stores or, if any, is not fulfilled. all mailing. Such accession secured more statistical consistency, and the Products available on-site and adequate space required the retailer to think fact of mixing members and non-members contributed to the presentation not only of “where” (site), but also of “how” (manner) and the amount of a comprehensive current scenario. Having these two groups of profes- to be disposed on the shelf. This process is still very poor when it comes sionals could signal that members have a distinct vision. And it was the to own brand. “ opposite: there was a great alignment in the responses, both in the retail “Seldom do retailers dedicate prime areas and spaces / special gondolas perspective, and in the industry from different regions and sectors of own or shelves for own brands. Highlighting their products, positioning them brands”. at eye level (which is the prime area) and taking care of signaling and Respondents were in synergy when it came to the reason for investing in communication. There are many situations where the own brand is poorly own brands, especially for the answers and customer loyalty and differ- positioned on the shelf, is exposed on the top shelf, at the corner, barely entiation, increased profitability, strengthening relationships with the marked, making it difficult for the shopper to view it, and not inspiring consumer and doing the best out of the idle capacity. However, 73% of them to buy”, says Fatima.

Anuário ABMAPRO 2015 The Own Brand Current Stage Study - Industry and Retail Vision showed Learning with the international market 165 that, in the retail and industry understanding, implementation is still a Trends can help players understand what’s going on in the market and get hurdle to overcome. “We really need to create an alternative to engage inspired, generating new ideas. To Alexandre Mendes, senior director Latin teams (commercial and others) and make the own brand properly happen America at Daymon Worldwide, there are several trends regarding Own in the store.” Labels in international markets that may inspire the Brazilian market. The “Own brands are among the best items measured by the consumer. Those executive highlights convenience, healthy products, ready-made meals, who tried it already acknowledges the own brand as a quality product, at leveraged by the increase in home meals and ethnic products motivated an affordable price. What the consumer has been evaluating as bad items by a new gastronomic culture. is communication, performance in the store and the break”. “But in reality, though these trends are somehow transversal, they have Importance of branding different development stages across countries, cultural habits, purchasing “Out there, the own brand is already a benchmark. In Brazil, we are still power and own label significance in the markets”, ponders Mendes. building the own brand, with the aid of investment in branding”, says Fati- On the other hand, Own Label capacity to lead these movements and as- ma. According to the consultant, having a consistent strategic pillar and sume a preponderant role in the development and growth of these new seeking partners that are aligned with the proposed strategy is fundamen- trends is limited. According to Mendes, that happens due to the own label tal. “In the fifth generation of the brand, the ideal thing is that all these strength in the country and the state where it is inserted. “In this context I barriers have been supplanted. It is essential that retailers think on the own think that own labels in Brazilian market and in all Latin America countries brand in a strategical manner, so as to reach the fifth generation ensuring have work to do to lead these trends, though they must follow them”. product availability and a proper positioning on the shelf, great packaging Several variables working along with a well defined, consistent and am- structure and design, and a greater connection with customers, in order to bitious own label strategy, may ensure a successful own label program. To inspire them to buy and have their satisfaction guaranteed”, says. Mendes, when you visit the market players you can identify opportunities Survival manual to own label development; new products, visibility, store merchandising, The ABMAPRO can help the market in this scenario, “the role of the Associ- communication, packaging or demonstrations. ation is very important precisely in the training, enabling and information From all these new trends, the development of own label program in fresh pillars . One can only improve what it is possible to measure. Based on this, products (frozen and chilled) surely represents one of the greatest opportu- alternatives to reverse the situation are established, always stressing plan- nities to Brazilian retailers. “It’s not an easy task, for it requires a demanding ning and execution. “ work in operational level, quality control, as well as the development of During the Forums and other events sponsored by ABMAPRO and its solid partnerships with suppliers. When this work is well done, results are manual of good practice, for example, tools are given to help the market valuable to any retailer”. identify problems and receive relevant subsidies. “Obviously the execution Alexandre Mendes knowledge of North American and European own label is individual. But it’s a good start to have an adequate information plat- markets confer him a special look to Brazilian scenario. “In countries where form, which is shared with companies”. Own Label reaches higher market participation, clients are supposed to Value generation on the agenda make an intelligent choice, for it is associated to the purchase of a quality Survey shows great potential for growth in own brands in Brazil product at a low price, thus allowing them to save money to buy other Flavia Amado shopper & retail insights manager at Kantar Worldpanel products or to satisfy their other needs”. has presented data on value creation and maturation of the own brand market, at the own brand Forum. Based on numbers of a special study by Expression at point of sale and billing Kantar, in partnership with ABMAPRO, the consultant said that nearly half The Daymon Worldwide senior director explains how to develop an Own of Brazilians already consumes own brand; the executive points out that Label product with expression at the point of sale and in billing. The solu- buying own brands products can be even more stimulated, as it has plenty tion indicated by the specialist is that an advertising strategy, consistent of room for achievements. with the brand values should be used to develop an Own Label product, “The opportunities in the own brand market begin within the very conti- with exclusive catalogs, demonstrations in store, and with a balanced store nent”, said the survey. That because Brazil has the lowest representation assortment and a good positioning of products in shelves. in comparison to other Latin countries, with only 1.3% in importance of “Among them, I emphasize in-store demonstrations, for example, for being variation value with own brands. To demonstrate this context. a tool with higher cost-benefit in mobilization of clients, Own Label future Trends consumers. One of the difficulties in Own Label consumption is to make How specialists think consumers try, experimenting the products”. More investments from Own Label holders and qualification of manufac- It happens in many situations, according to Mendes. “There is a risk asso- turers show that the market marches towards sustainable growth and ciated to the consumption of a product that client doesn’t know yet, to pay excellence in services. for it and try it, and, in some situations, it competes with a leading brand With a strategic look and focus on changes, the area executives Alexandre product to which the consumer is loyal”. Mendes, senior director Latin America at Daymon Worldwide, Loredana In this sense, Mendes explains that the demonstrations, for being a promo- Lacava Andraus, charter member of ABMAPRO, and Roberto Nascimento tional activity with a better return in sales, induce to experimentation, re- A. de Oliveira, author of book “Gestão Estratégicas de Marcas Próprias” ducing the risk associated to the consumption of Own Label, if the product (Strategic management of Own Labels), point out chief trends and com- keeps the expected quality standards and leads to consumer satisfaction. ment on Own Labels new role. “Having approved the experience, and with Own Label products known as “value for money” products, the consumer is tempted to make the change and values it as a smart choice, creating a strong connection to the brand that helped him/her in this process.

INGLÊS Strategy which has reformulated Qualitá brand, commercialized before the 1990s, Roberto Nascimento A. de Oliveira, author of the book “Gestão Estratégica and with a program of own labels well known in the market. “The best de Marcas Próprias” (Strategic management of Own Labels), told ABMA- own label case worldwide in the Canadian President’s Choice chain, with PRO yearbook that his book was the first publication worldwide on the Loblaws brand. It’s worth while searching the chain”. subject. “When I started writing, in 2004, I already had a long experi- “Naturally, all those companies have gone through difficulties for a con- ence with own labels in retail, having been own labels global director at siderable time. Among hits and misses, they have learnt that quality, Walmart, which, among its corporate strategies, conducts an own label design, structure, are not so important as the brand positioning”, explains strategy; and I was also national manager of own labels at Makro. But Nascimento. Positioning, according to the executive, has a well known par- my knowledge was rather empiric and I had some difficulties to obtain adigm: “own label quality was bad, to the detriment of price”. “The truth is knowledge”. that own label positioning led to low prices at that time. But this is wrong. Combining his academic knowledge as professor, the specialist decided to If planning determines that it will be a low price brand, so it will be. Sin the research more and take the opportunity to publish useful information to whole world, there are own labels whose programs determine low price those interested in developing Own Labels. The focus, according to Nasci- positioning, others with quality positioning similar or equal to the leading mento, was to show how to manage an Own Label program. brand, and yet others with high added value positioning, such as a Premi- “How could a retail company increase its assets with own labels?” To um brand. That’s the hierarchy of brands”. answer this question, in addition to gathering data from his 20-year ex- Customization and a look to senior citizens perience, the author has also observed the novelties exhibited in events like Nascimento described ten trends in vogue currently. “I mention some, like PLMA’s “World of Private Label” fair, promoted by PLMA - Private Label packaging in other languages, unique design characteristics, pharmacies Manufactures Association, organization with offices in New York, Amster- and drugstore development, launching in retail before the industry, favor- dam and China. able leading brands, category management, social responsibility, environ- Hits and misses ment, shopper domain, focus on woman and humanization of brands and About own labels evolution, Nascimento believes that maybe the segment merchandising”. has not progressed more because companies have not inserted the idea in In the specialist current perception, the trend about to occur as of 2015 their strategic and corporate planning. “The own label should be there, in is customization. “It is a product especially made to a certain consumer. the company DNA, along with social responsibility, mission, vision, values, Brands’ holders are concerned with individual needs. For that their tar- etc.”, he says. get-public must be known: shopper and consumer (two publics) behavior Another important factor mentioned by the specialist is the understanding must be surveyed, because in the next years not knowing a client will be of the power of the own label. “In addition to being a tool to achieving unforgivable”, remarks Nascimento. 166 customer loyalty and communication with the consumer at the point of From the first customization phase to the product delivery to consumer, the sale, the Own Label adds much profit to the company. Due to that, the brand holder shall follow the basics. “It won’t be enough to be dynamic, as “triple bottom line” (people, planet, profit) objectives should be the guide retail usually is, and intend to skip stages in search for sales. In this con- for those who intend to develop and improve Own Labels management, for struction of own label programs brands one has to stop, think, plan and be their main role is profit. For publicly-traded companies’ shareholders, these prepared to assume responsibility”, he adds. are their objectives, and the Own Labels have to promote this concept, with Focus on senior citizens. In 2009, Nascimento has pointed out in the book actions for a better world, for instance, valorization of water, healthy and, attention of women role and the need for brands to develop products for why not, happy work environment”, observes Nascimento. this new profile of Brazilian woman. “Now that women have gained spe- To the author of “Gestão Estratégicas de Marcas Próprias”, managing own cific products, have voice and power, it is time to innovate and be a Pioneer label in Brazil, many times is still a nonprofessional work. “There is a lack in senior citizens segment. My tip is to start understanding this consumer of knowledge on brand construction, branding and associated responsi- profile, asking what is going to happen in Brazil with this population in the bilities. Today, access to knowledge is available, there is no secret for being future. How do retirement and social security plans work? As you research, successful with own label, as is happens in Europe and the United States”. different own label products to senior citizens will arise”. In Nascimento point of view, some indispensable actions to obtain success Permanent search for the new with own labels are: keep an involved team, get to know manufacturers/ In order to assist own label manufacturers and holders in creating an in- suppliers closely, make regular audits. However, the most valuable action spiring and sustainable product development program, Loredana Lacava is to make retail leaderships believe and establish an Own Label program. Andraus, ABMAPRO charter member, lecturer on Own Label theme and “The project should be executed by the managerial team in synergy with specialist in brands management and product development, has partici- the company leaders. Besides, Own Label holders should be ready to en- pated in several events focused on researches and knowledge of opportu- sure quality to the product, made in a factory adequate to quality stan- nities to those interested in creating own labels. dards in force and with good practices”. In November 2014, Loredana has checked novelties exhibited in PLMA Successful cases fair, in Chicago, gathering much information to be presented to ABMAPRO His work in own label segment has made it possible to him to check closely associates. According to her, it is through technical visits and participation several successful cases in Brazil and worldwide. Nascimento points out in international fairs that the entity searcher new trends in products and three cases from different market niches that should be studied, one in toys businesses. “We tell our associates that this information should always be area, one sports articles chain, and another in food. “I consider the French adapted to the Brazilian consumer. It’s no use bringing things from outside multinational Decathlon own label program as one of the best worldwide. and supposing that they will work here as well. Other countries models First of all, it comprises 19 own labels and over 630 stores globally”. should be studied indeed, but they should suffer adaptations”, she adds. Another retailer chain mentioned by Nascimento is Ri Happy, with a line In order to obtain good results with own labels, Loredana reminds that of own label toys comprising over 200 items. At last, Grupo Pão de Açúcar, retailers should assume the brand as a patrimony. “You should have struc-

Anuário ABMAPRO 2015 ture, planning and knowledge. It’s not enough to put the store name in the seconds, the various advantages of the product. For the designer Gisela product. In case the own labels are not in the company foundations, it will Schulzinger, president of ABRE, professionals from various industries al- be just another project”. ready have an understanding of how important the design is, for the suc- In technical visits to international markets in 2014, the specialist in own cess of the product as a whole. “With the brands themselves is no different. labels has selected some trends that may guide own label businesses for The proposed MP value requires the same care for information, package the next years. The first of them involves organic products, gluten- free, lac- structure and its design”. tose-free and dried fruits. “We are what we eat. Currently such statement is Even when a product is cheaper, whether a leader or own brand, Gisela in vogue and the subject is taken seriously worldwide, and it is not different points out that it should be delivered to the consumer with all its attributes. in Brazil. You only have to see the increasingly interest of people in knowing “It is essential that holders of brands and manufacturers are more aware where food comes from and which were the processes used in their culti- of this issue, and have the following perception of the packaging: it is an vation to observe this phenomena. Due to that, gluten-free, lactose-free element of communication, in the retail outlet, and its structure must be organic products and dried fruits are a strong global trend. It will probably consistent with the product”. be outstanding during 2015 and the next years to come”, says Loredana. How to innovate? Know-how 167 How to make things differently in developing and presenting own label Packages must house a product in a safe and reliable manner, must be easy products is also an important theme indicated by Loredana. The specialist for the consumer to handle them and draw attention in the retail outlet. “It suggestion is that, in order to create new ways of delivering the product seems very simple. However, it is this last point where the design shows to the consumer, own label holders should learn the clients profile, their its strength and potential. The good package must belong to the visual concerns, and what motivates them to buy an organic food, for instance. language of the category where the product competes, and must stand out “These are characteristics valued by consumers in several countries: from the other participants”, says Fabio Mestriner, academic coordinator products associated to well-being, products related to physical balance, professor for post graduation at the Center for Studies of Packaging, at the environmental and social labeling, cultivation with renewable sources and Advertising and Marketing College (ESPM). sustainable production processes, products tied to social and environmen- According to the professor of ESPM, shape, color, image, logo and support- tal causes, and certifications and seals”. ing information must work together to form a unit that presents and, at the Recognizing these characteristics in your product is another suggestion same time, exalts the characteristics and attributes of the product. Infor- from Loredana. “These concerns go beyond the food per si, there are other mation is never too much, and all packaging panels must be used correctly, values that we may employ to attract the client and innovate. Many times, to communicate with the consumer. these characteristics are already present in our products, but they are not “The own brand in Brazil began with generics, went through house brand valued. Show the consumer all advantages of your products”, says. and evolved into the concept of exclusive brand, where the product receives Still concerning innovation, Loredana explains that too many efforts to name and a similar packaging to common products, but are sold only in make the product include most of the characteristics valued by the con- establishments of the proprietary network of that Private Label. This is the sumer are useless. “It is very important to concern with the information approach of Taeq, for example”, points out Mestriner. that gets to the public, be it through the product label, window or internet Mestriner explains that private label products realized that their great ad- page.” vantage over the manufacturers’ branded products can be obtained by the “Retail usually promotes the meeting of product and final consumer. And packaging design. “Good design has a decisive impact on the point of sale, since products tend to be increasingly more uniform and similar, other where about 80% of purchasing decisions are made”, he says. aspects start to make the difference. That’s where we can innovate”, says. Initially, it was the British and then the other European countries that re- The specialist mentions other two basic factors, visual identity and pur- alized that the great advantage that a private label product can have is its chase experience. As to the first, Loredana explains that visibility must be packaging, according to Mestriner. “Since this product does not have the forced to emphasize the product differential, as well as to invest in brand specialist qualification in the manufacture of that product type, nor the tra- identity, packaging and label communication. The second, on the other dition or endorsement of established brands, they began to use beautiful hand, is the occasion of providing the consumer with a differentiated ex- and attractive packaging, with different design. This led the own brands of perience, associating products to routine habits. “These experiences offer England to achieve greater participation of this product among the nations a real satisfaction feeling through product quality perception. A satisfied of the world”, he explains. consumer is a loyal consumer”, she adds. Packaging Design Motivation in the retail outlet Design and product are indissociable Even with all the tools and market knowledge, many owners still do not With more demanding consumers, the packaging design has earned the consider all the crucial points in the development stage, and consequently, spotlights. This movement is not recent, but it is still a matter for discussion the design. For Rita Manso, senior director of international strategy and at the time of planning, by own trademark holders. marketing insights of Daymon Worldwide to Europe, Africa, Middle East, Globally, packaging moves more than US$ 500 billion, representing, Latin and South America, packaging is more and more the primary vehicle among 1% and 2.5% of the GDP in each country. In Brazil, data from for communication with the consumer. “In the society we live in, we are the the Brazilian Association of Packaging (ABRE) indicates that it currently target of constant communications from various media. This phenomenon moves R$ 47 billion and generates more than 200,000 direct and formal leads the consumer to use each type of information at the time of purchase job positions. decision”, she says. In this universe of consumption, it is the packaging that conveys, in a few In Rita’s point of view, the efficiency of communication in the shopping spot has never been as perfect as now. Currently, the packages are used to motivate and help in the purchase decision. With private labels it is no dif- ferent. According to the executive of Daymon Worldwide, they are probably at the forefront of this type of approach with the client, once their style of

INGLÊS communication has always been the shelf. Another point mentioned by Mestriner refers to competitiveness “Packag- Even in countries where the brand itself is taking its first steps, the concern ing is the only feature that most products have to compete, so it is crucial with the design already exists. Rita believes that it is not necessary to have recruiting agencies and specialized professionals and not saving in terms of maturity in terms of penetration of own brands, in order to design a brand design. Each minute the product is presented to the consumer lasts a long architecture that makes sense to the consumer. “The important thing is time and makes a difference”. honesty in the communication on the packaging, so as not to create wrong The market uncertainty on this issue indicates a major problem. According expectations”. to Mestriner, most companies are not able to respond firmly to the ques- Revolution tion: are the packages of their products better, leveled or worse than the Seeking knowledge never hurts. Among the many successful cases per- packaging of their competitors? “Companies cannot allow the packaging formed by Rita Manso, she mentions the launch of the first own brand of their products to be inferior to the packaging of their competitors. This in Angola, by Kero. According to the executive of Daymon Worldwide, it response must be on the tip of the tongue”. is the first retailer to do so in a country where 80% of sales are made in Rita Manso, on the other hand, explains that the most important aspect in the informal market. “This brand not only revolutionized sales, but also the the process of creating a package for private label products is undoubtedly country’s consumption habits”. the knowledge of the culture and the local consumer. “This is an invest- Global positioning ment that is worth doing, to ensure that the brand has a successful identity. Own brands are more disruptive than manufacturer brands that often have Knowing the dynamics of the categories that basically reflect the shopper to follow strict rules of global positioning. “Brands are very valuable assets, behavior, and also the competition, is also essential”. and that value should and must be translated on product packaging. Ronildo Vaz elucidates that the package has different functions, such as According to Rita Manso, in European and American markets, for example, protecting the product, communicating the consumer about its attributes one can find anything at all, when it comes to own brands. “There are no and printing the company’s identity. “Achieving good results with packag- ideal solutions from a design point of view. Part of the market has trouble ing design for own brands requires attention. There are retailers who hire crossing borders, and as such is a business with a strong local component. “ professionals from the packaging industry to interact with manufacturers, This is because own brands are the most important element in the man- which may result in a result that has no coherence with the strategy of agement of profit maximization in several retail categories. “It is critical that brand. to notice in the dynamics of business what the role of the own brand is, The consultant explains that own brands have to follow the same steps as among market, competition and consumers. This role defines its position a product of the industry. “Such steps in the development of a new product and, as a consequence, its design. Perhaps this adaptation is the most crit- are known to the companies that perform marketing with excellence, as 168 ical success factor of own brands. The European and the American scene generation and screening of ideas, business analysis and management of present benchmarks and ideas that can serve as a stimulus to creative 4 ps. But knowing the consumer is essential, and this can be done through thinking, “says Rita. partnerships with the industries. The analysis of a number of information Brazil should be available at retailers’ database. The participation of own brand packages are, according to Mestriner, is still Defining where to go to with the own brand, its relationship with the low in Brazil compared to Europe and US markets. “This is mainly because brands of industries and business segments are, according to the sales in most of the times, own brand packages are inferior compared to other and marketing consultant, steps to develop packages aligned to business packages, in categories where they compete. Having an inferior packaging strategy. In general, Vaz believes that the retailers OBs holders should seek affects the perception that the consumer has of the product, and the value understanding of the functions of packaging, and knowledge of the entire it assigns to it. chain involved. For sales and marketing consultant Ronildo Vaz, the evolution of own Showcase brands packaging and product design is a reality. These items have gained The voice of the Private Label executives the spotlight in Brazil, mainly concerning the quality. “This process has been Present in several segments, private labels are becoming more prevalent at taking place in recent years, with the emergence of a consumer interested in the points of sale. In the ABMAPRO Yearbook, ten companies tell us about the product image”, explains. their products, concerns and how they see the scenario in the country. “The current scenario of packaging design in the country deserves much The largest consumer markets for Private Label products are in Europe, attention”, says the consultant. “Managers should promote the integration where the eight major consuming nations of that type are concentrated. between design and packaging company, so that both work collaboratively However, in markets such as Brazil, Russia and China, branded products to improve the results. Searching for trends is entirely possible through the account for less than 10% of the market, which shows that consumer integration of the entire chain. Only by promoting innovation in processes demand can vary widely. will we be competitive and attract more consumers, through packaging According to the consulting firm IGD, Private Labels in the U.K. are expect- and its design”. ed to grow by 16.3% to 203 billion pounds over the next five years the. Steps Interestingly, Private Label products currently account for 50% or more of The professionals consulted by the ABMAPRO directory have similar views sales in the four largest U.K. retailers (Tesco, Sainsbury’s, ASDA and Mor- on the importance that the package design features Mestriner, for example, risons). Although the scenario is different in the United States, there is a believes that good design adds value to the product. “It is proven that the great opportunity for retail in the country: the market for branded products best thing you can give to a product is a good package. We know about in supermarkets is expected to grow significantly: from $98 billion in 2011 90% of the products displayed in a supermarket have no marketing or to $133 billion by 2016. communication support”, claims the ESPM professor. Private labels can already be considered a worldwide phenomenon. In Brazil, although sales percentages still differ from Europe and the United States, the scenario is positive, sustainable and with high growth potential.

Anuário ABMAPRO 2015 The industry’s revenues in 2013 reached R$3.2 billion, compared to R$1.2 of the company. In the field of research, Afe Tintas has laboratories for use billion recorded in 2006, proving the increased demand for private labels. of various technologies, such as nanotechnology. In this first edition of the ABMAPRO Yearbook, we consulted eleven com- Afe Tintas realized that the private label business in the area of paints had panies in different segments, such as food, clothing, paints and automotive a differentiator. “In 2002, we began manufacturing the Hipertintas brand with the aim of showcasing their products, concerns, investments and to one of the largest paint store chains of Rio de Janeiro, with a baseline,” innovations. said Brito. Today, the line has more than 150 options, with different colors Focus on quality and packaging. Atacadista Roldão currently has two private label brands – the chain’s Today, customers with private label brands account for 50% of the total brand, Roldão, whose target includes transformers, and Vale+, targeted at sales by Afe Tintas. According to Brito, there is a strong growth trend thanks final consumers and small retailers. Pedro Camargo, private label manager, to new technologies, such as odorless paints. knows the products like no other. “When we idealize a product, the goal is to meet all the needs of transformers. We think of the practicality of the Beyond gas stations 169 packaging, the appropriate volume and many other important aspects, The fuel and lubricant distributor Ipiranga also works with retail product but this comes after the formulation and specification, which are the de- lines. Ipiranga’s strategy relies not only in the wide range of products, termining factors of quality.” with about 550 private label SK items. Santos highlights that they are of A reference in the wholesale market in the state of São Paulo, Roldão has products of exceptional quality, which also value two other pillars: “added received positive feedback from for its private label brands. However, Ca- services/solutions and relationships with our partners.” margo signals that the wholesaler’s teams are always attentive in stores. Ipiranga has the Ipiranga Brutus line, with lubricants of advanced technol- “The high demand for certain items is a benchmark in itself. With over 300 ogy and very high performance, which ensure greater protection and du- items, the share of private labels in Roldão accounts for around 4.5% to 5% rability to diesel engines; the Ipiranga Moto line, developed alongside Nano of its revenues. These over 300 items account for 4% of the quantitative Armor, an exclusive additive technology by Ipiranga; the Ipiranga F1 Mas- assortment, which is of about 8,000 items.” ter line, targeted at the automotive segment; and the Industrial Line, with Roldão’s private label manager reveals that it is common to receive con- the aim of reducing energy consumed by the equipment; among others. sumer opinions on how the products meet their quality expectations. We Ipiranga’s differentiator compared to its competitors is its investment in make the products easily identifiable, as we place them following the lead- technology. The Applied Technology and Quality Center (CTAQ), a highly ing brands and second brands in stores,” he added. specialized team that conducts a number of studies focusing on the needs With an eye on market trends, Atacadista Roldão has worked in actions of the market and consumers, developing products that provide the best involving sustainability. This appreciation arises from the various relation- performance and meet environmental requirements, are the main dif- ships the company has established, encompassing employees, suppliers, ferences pointed out by Jeronimo Santos, retail and marketing director of and customers. “We give preference, for example, to industries certified Ipiranga. with ISO 14000. However, being aware of the difficulties involving smaller “We evaluate each of our suppliers, in order to guarantee quality in all industries, we audit and demand the possible practices in this area.” shipments. The initiatives with our partners have shown positive results for Camargo also draws attention to the phrases and pictograms that are all involved, especially for our customers,” said Santos. spread by Roldão stores. According to the executive, this communication In compliance with the ISO 9001 standards, Ipiranga annually conducts a with consumers allows the company’s thought to be disseminated. “In brand and satisfaction survey. “These data provide us with customer feed- addition, our packaging promote proper disposal, thus helping preserve back and can further enhance the services, maintaining our competitive the environment.” edge in the market in which we operate.” Home Building and Maintenance A study by the Data Popular Institute shows that expenses on goods and ser- Am/pm products vices for home maintenance has increased in recent years. To reach this share The sale of private label products of the am/pm chain in Brazil accounts of the consumer market, retail chains in the construction area, such as Dicico, for 15% of the total revenues. Miguel Lacerda, Lubricants director for this Casa & Construção (C&C) and Leroy Merlin are investing in private labels. area, says that these products play a key role in customer loyalty, increasing According to Marcelo Brito, chief marketing officer of Afe Tintas, a company the flow into the store and station, as well as all in business offered by the in the segment of house paints associated with ABMAPRO, the paint seg- Ipiranga chain. ment – one of the items of the construction area – should not take long Currently, over 1,500 am/pm stores in Brazil offer an exclusive range of to have more private label products, as is the case in Europe and North private label products with more than 110 items, such as fast food, snacks, America. “Brazil is moving in that direction. There is an increasing interest. the Mood energy drink, coconut water, desserts, snacks, etc. Lacerda re- We also realize that the vision in resale has changed and that private labels veals that the am/pm bakery chain is also well established, with 277 units are seen as a very interesting business strategy.” in Brazil, offering assorted breads to customers attending the stores. The biggest challenge of Afe Tintas is to deepen the interaction between The concern about the quality of am/pm’s private label products is present suppliers and private label brand consumers, aiming at faster launches in the everyday life of the brand. “It has an identity recognized by the mar- and innovation. “We have invested resources that go beyond manufactur- ket, translated through results in sales, satisfaction and customer loyalty,” ing and distribution to offer customers what even they did not know, but said Lacerda. To ensure the quality of products and achieve customer pref- the brand needed. From the feasibility study, through brand and product erence and customer loyalty, Ipiranga has a product development struc- design, to presentation at the point of sale, Afe Tintas transfers its knowl- ture, in addition to constant concern with the supply chain. edge to shorten the path to customer success,” noted Brito. “We work with the leading suppliers within each product category and The development of filling equipment for special packaging and new pro- maintain a logistic coverage throughout the country with real-time mon- duction facilities designed for private label brands are among the priorities itoring,” said Lacerda. This ensures that the products are delivered in the correct state, at the right temperature and with process quality control, from receipt of the suppliers in their distribution centers to delivery of their

INGLÊS products in over 1,500 points of sale. To be part of Carrefour’s supplier group, Byrde explains that producers are Another example given by the executive highlights the work of the team, required to have in hand high-quality items that meet the group’s stan- which is composed of professionals specializing in nutrition. “We also have dards. “It is this quality that allows customers to trust our brand and buy a consultancy operating throughout the chain (production, transportation, it again. The chain has the independent audit of renowned companies, storage, and point of sale) to ensure the quality of our product line.” which monitor and certify the entire supply chain. “The company also Satisfaction surveys are conducted regularly with customers to obtain evaluates respect to social issues, with the aim of ensuring that only sup- consumer opinion regarding the supply of existing am/pm products and to pliers that operate in accordance with the laws can produce for the chain. identify desired items. “We anticipate trends and promote innovations, al- Coop pursues consumer recognition ways surprising our customers with new products that reflect their needs.” With 60 years of experience in Brazil’s retail market, Coop – Cooperativa de Savings without sacrificing quality Consumo has two exclusive brands and one private label brand and has The French retail chain Carrefour has a renowned know-how when it been investing every year in the segment. “We have the exclusive brands comes to private labels. The Carrefour brand has been marketed in France Delícias da Coop and are working with some category brands of Rede Bra- since 1985 and arrived in Brazil in 1989. A pioneer in this segment, the sil. The Delícias da Coop brand is aimed at the baking line, with the focus of network offers everything from private-label food and household items turning this department into a destination in Coop’s cooperative members’ to fashion and decorative items, among many other quality products at purchasing behavior, providing quality products with our brand,” assures affordable prices. Marta Borges, commercial manager of Coop. Christian Byrde, private label director of Carrefour Brasil, explains that the The exclusive brands of Rede Brazil meet a niche of categories where 90% chain’s products combine exclusivity at competitive prices compared to the of the products are imported, with prices and quality that are compatible leading brands, conquering customers that seek savings without sacrific- with renowned category brands. Borges cites the categories of olive oil, ing quality. “We work so that more people can know our products and wine and heart of palm, as well as other preserves and fish. The private prove the quality of the items sold under the Carrefour brand.” label brand, in turn, is Coop Plus, with a focus on basic assortment of Despite working in so many product categories, Byrde adds that invest- categories, acting as a brand with a strong cost-benefit ratio and quality ments are made in research for the development of new products. The similar major market brands. company recently launched Choco Balls – cereal balls covered in chocolate Coop’s commercial manager also comments on the reconstruction of the – in Brazil. The product comes in one size (120 g) and two classic flavors: strategy of private label brands. “Coop undergoes a very strong conceptual re- milk (31% cocoa) and white (25% cocoa). view, wherein the main premise to be respected is the quality of the products. The packaging design of the new product took into account innovation and This review involves the entire assortment and is aimed at adaptation to the a zip-lock pack, which favors the fractional consumption of the cereal and quality of products of brands that are leaders/vice leaders in their categories, 170 can be easily stored in a bag or backpack.” Another successful story of the including adjusting the portfolio of current suppliers, if necessary.” brand is the Carrefour 500 g cottage cheese. We were the first brand to In 2013, Coop conducted a qualitative survey on the perception of its launch the product in a 500 g package, which was need identified from private label brands by its cooperative members. “We are working with surveys with final consumers,” said Byrde. the marketing department strongly to improve this relationship with the According to Byrde, one of Carrefour’s major concerns was the selection cooperative members and the brand itself. Today, their share is 3% of the of the Carrefour brand suppliers, as well as the packaging design, which holding’s sales, and this figure will be reversed after the repositioning work undergo rigorous quality controls. “We developed packages with low en- that we are building,” said Borges. vironmental impact, with sustainable paperboard, providing recycling tips Private Labels and World Fashion and information in Braille, such as the name and weight of the product and Stores such as Riachuelo, Leader, C&A, Netshoes, Renner and hypermarket the phone number of the Carrefour Customer Service (SAC). The produc- chains such as Pão de Açúcar and Walmart have their own private label tion follows the Carrefour group’s international quality standard, involving clothing lines. According to a survey by the Study and Industrial Marketing rigorous concepts of social and environmental responsibility and ensuring Institute (IEMI), the textile industry in hypermarkets accounts for 6% of high product quality to consumers.” revenues, totaling R$4.5 million per year. The items receiving the Carrefour Guarantee of Origin seal also provide in- The ABMAPRO Yearbook spoke with Marco Luiz Muraro, commercial di- formation about the place of origin and production of the food. To become rector of Riachuelo, considered one of Brazil’s largest retail companies, with a supplier in the chain’s Guarantee of Origin program, the supplier should more than a dozen private label brands distributed across womenswear, submit proof of minimum impact on the environment and contribute to the menswear, children’s wear, and home fashion. “In each of these segments, development of the communities where the food is produced. The Guar- the brands are geared toward a particular style and/or specific audience. antee of Origin program also prioritizes economic development, offering As an example, I can cite the Pool brand, which is targeted at our female a fair price to consumers while adequately remunerating producers. The and male young universe. Riachuelo’s private label brands account for investment in technology allows consumers of those products to trace the nearly 100% of our sales,” he said. origin of items through the QR Code printed on the package. The quality of the products Riachuelo’s private label brands, according to Byrde also cites the growing concern concerning health and well-being, en- Muraro, is extremely important. “We take care of every step of the creation suring more space for light, diet and organic products in Brazilian shopping process, from product design to the choice of fabrics/trims and the final sew- carts. The Viver line has more than 70 items developed for the supporters ing.” The executive states that some brands can have a good spontaneous of healthy living or those in restrictive diets, distributed in the Light, Diet, recognition with Riachuelo’s public, while others achieve greater perception Zero, Soy, Organic and Enriched categories. “One of our releases is the line of after some consumption time. “Customers begin to notice its presence as they low-calorie nectars, comprising beverages with at least 30% fruit compo- notice several garments of the same brand within their wardrobes.” sition and vitamin C, without sugar,” said the Carrefour executive. Caution is heightened for the choice of suppliers. Muraro explains that, over Supplier relationship time, Riachuelo has been able to establish excellent partnerships. “We follow

Anuário ABMAPRO 2015 them very closely ensuring proper supply to our stores, in accordance with our in the country. According to Euromonitor data, verified by Abinpet, in 2012 171 quality and production requirements.” pet population worldwide has reached 1.51 billion. From these, 288.2 Riachuelo periodically conducts satisfaction surveys with customers. “We million are in China, positioned in first place. Brazil is the fourth country in conduct a number of surveys with our customers. Some of our brands, such the general picture since 2008, with 106.2 million pets, behind the United as Pool, have a very strong power of attraction for our general public,” said States (224.3 million) and United Kingdom (148.3 million). Brazil is, how- Muraro. ever, in the second position when it comes to dogs and cats (37.1 million Trace One brings its global Private Label development platform to and 21.3 million, respectively), only behind the United States. Brazil Targeting this market in full expansion, FVO has reinforced its pet food A global leader in private label management and product life cycle soft- production, becoming one of the main manufacturers of private label food ware for retailers, manufacturers and suppliers of raw materials and for the pet segment. Pet line leader in Middle-West region, FVO counts on services, Trace One offers a wide portfolio of solutions and services for the two production units of dry food for dogs and cats: the main seat, located segment. in Brasília (Federal District), and another unit in Pirassununga, São Paulo. Trace One offers a unique collaborative platform, which ensures easy con- “We have produced, in the two units, a monthly average of 7,654 tons, nection among retailers, manufacturers and suppliers of raw materials and amounting to a total of 91,848 tons per year”, informs José Carlos Curi, FVO services to stimulate development and product safety. According to Trace representative in supermarket and private labels networks. One, private labels have become an important way for retailers to conquer Curi explains that FVO counts also on a unit in Viana, Espírito Santo state. “In and retain customers, in addition to encouraging differentiation. Brands that factory we produce a complete line of moist food and snacks for dogs owners need high-quality, innovative products to meet and exceed con- and cats. The differentials in pet food lines of the company are quality and sumer expectations in terms of accuracy of product information, quality, innovation. We really intend to contribute to animals’ healthy life”, says he. and safety. Among the range of products, the executive highlights the feed in pala- Retailers and private label industries wish to have the best business part- talizing sauce for dogs from all races, in bacon, meat, chicken, light and ners in all phases of the product life cycle. Products that fill the shelves of puppies flavors. There are pâté, snacks, energetic food supplement, supermarkets are the result of the collaboration of a long tracking process. hydro-electrolyte replenisher lines and others, with purposes like, for Thousands of interconnected agents develop complex supplier networks. example, substitution of mother milk or offer hydration and electrolyte To optimize this complex approach, retailers are working to standardize replenishment for cats. their product development programs through online tools that enable In order to take these products to distribution channels, FVO counts on effective communication among partners. dedicated stores and farming stores by means of direct sales at the factory, Trace One has European origins and has great expertise in food manage- which represents 48% of production. “Private labels for retail chains and ment. “Experts of the food industry help our software product manager large wholesales represent 27%”, concludes Curi. translate the challenges of brand owners on solutions that generate more FVO private labels pet line is already commercialized by chains like Makro, efficiency, communication skills and sharing of responsibilities,” said Mick- Carrefour, Dia%, Tenda Atacado, Peixoto, Walmart, Saborelle and Dom ael Devena, LATAM Director. Dog. “We provide support to our client in the whole process of label devel- Trace One’s solutions allow it to manage the fast movement of consumer opment, including graphic material support to the point of sale, displaying goods products in the following categories: food, hygiene and cleaning, lines novelties and attributes”, remarks the FVO representative. cosmetics, home decorations, perfumes, and pet food. The full product life cycle can be managed through a single platform, Private label in in-flight service through pre-defined programs and advanced communication features. Azul Linhas Aéreas Brasileiras, Brazil’s third largest airline, has aircraft with • From the conception to the technical specification of the product, qual- private label products on board. “It all began with the company’s concern ity testing and customer problem management, the Trace One platform for market differentiation,” said Gianfranco Beting, director of communica- streamlines product management processes and brand protection. tion, brand and culture of Azul. • The Trace One platform provides access to a huge network of business Under Beting’s guidance, Azul has developed its private-label brand, rang- partners with 20,000 retailers and manufacturers, distributed across 110 ing from the selection of manufacturers to the logo, colors and packaging countries. design. “The snacks are currently a reference for anyone who flies with the In 2015, the company will expand its collaboration platform to enable it to airline. They are really a form of communication with customers, and we become the first B2B social network focusing on supply chain transparen- even play with the products on special occasions. The airplane jellybeans, cy. Trace One’s solution, currently under development, will allow retailers, for example, were available in pink to support the fight against breast can- manufacturers and suppliers of raw materials to easily view, control and cer, and green and yellow for the 2014 World Cup,” he said. optimize complex supply networks, aiming at the safety of products and Since their inception, the packages have evolved considerably, according customers. to Beting. “The colors and the shapes changed as we learned more about Pet products our passengers and, of course, followed the marketing and communication Growing demand for exclusive pet products represents opportunity to pri- strategy of the Azul Linhas Aéreas.” vate labels segment With consumption at will, at no additional cost, the company offers a va- Entity representing the pet sector, the Brazilian Association of Pet Products riety of snacks options such as orange biscuits, potato chips, guava paste Industry (Abinpet) has divulged that, in 2013, the sector has produced 2.3 biscuits, Japanese peanuts, milk donut, wholegrain chocolate chips orange million tons, with 90.7% of this total in dog food and 8.7% in cat food. The cookie, snack mix, and jelly airplanes (airplane-shaped jellybeans). In dog segment performance was superior, with over 2 million tons produced. 2014, one of Azul’s novelties was the tapioca powder cookie. “We con- For cats, over 200 thousand tons of food was produced. ducted intensive work to create a new light and tasty option, which can be The sector potential can also be observed by the growth of pet population consumed by all people from all across Brazil. In fact, it is an alternative for our customers with gluten consumption restrictions, as the cookie does not have this substance,” said Beting.

ASSOCIADOS ABMAPRO Afe tintas Carrefour Estrada Senador Salgado Filho, 1349 - CEP 26515-067 Rua George Eastman, 213 - CEP 05690-000 Olinda - Nilópolis - RJ Morumbi - São Paulo - SP Tel. 21 2691 3064 Tel. 11 3779 6119 www.afetintas.com.br www.carrefour.com.br Akzo Carvão Arco Iris Rod. Akzo Nobel, 707 - CEP 13295-000 Av. Pion Victorio Marcon, 410 - CEP 08765-120 São Roque da Chave - Itupeva - SP Pq. Industrial II - Maringá - PR Tel. 11 4591 8840 Tel. 44 3266 1717 Arboreto www.carvaoarcoiris.com.br Rua Paraná, 121 - CEP 36020-090 Comércio e Representações Cecoti Poço Rico - Juiz de Fora - MG Rodovia MG 260 km 35 /sn - CEP 35530 000 Tel. 32 3212 0385 Zona Rural - Claudio - MG www.laboratorioarboreto.com.br Tel. 37 3381 1875 ASR www.cecoti.com.br Rua Tenente Negrão, 140 - CEP 04530-030 Connect Shopper Itaim Bibi - São Paulo - SP Rua São Paulo, 701 - Compl. 31 - CEP 09530-211 Tel. 11 3053 0277 Santo Antonio - São Caetano do Sul - SP www.asrco.com.br Tel. 11 3645 1149 172 Assifarma http://www.connect-shopper.com.br Rua Quintana, 950 - 4º andar- CEP 0469-011 COOP Brooklin Novo - São Paulo - SP Rua Conselheiro Justino, 56 - CEP 09070-580 Tel. 11 5507 5808 Campestre - Santo André - SP www.assifarma.com.br Tel. 11 4991 9500 Autoshine www.coop-sp.com.br Rua Valentim Magalhães, 1387 - CEP 9120-410 Daymon Vila Progresso - Sto. André - SP Rua Carlos Lisdegno Carlucci, 519 - CEP 05536-900 Tel. 11 4972 7799 Butantã - São Paulo - SP www.autoshine.com.br Tel. 11 3750 5006 Big Brand Brasil www.daymon.com Rodovia Anhanguera, km 51 - CEP 13205-970 Delta Arroz Terra Nova - Jundiaí - SP Rua Mendes Caldeira, 147 - CEP 03007-060 Tel. 11 2136 1000 Brás - São Paulo - SP www.bigbrandbrasil.com.br Tel. 11 3045 5256 Boa Vista Dover-ROLL Rod Presid. Castelo Branco, Km 51 - CEP 18147-000 ESTRADA DE CAXIAS, 1638 - CEP 25585-020 Ronda - Araçariguama - SP Parque Analandia - São João de Meriti - RJ Tel. 11 4136 6155 Tel. 21 2672 6900 www.bboavista.com.br www.dover-roll.com.br

Anuário ABMAPRO 2015 Embalixo LL Advogados Rua Francisco Ceará Barbosa, 370 - CEP 13082-030 Avenida Presidente Wilson, 133 - CEP 20030-020 Campo dos Amarais - Campinas - SP Centro -Rio de Janeiro - RJ Tel. 19 3716 8699 Tel. 21 2531 1660 www.embalixo.com.br www.lllaw.com.br Emifor M Dias Branco Rua Emilia Silva de Freitas, 550 - CEP 32341-500 Estrada Do Camará S/N - CEP 61760-000 Novo Eldorado - Contagem - MG Telha - Aquiraz - CE Tel. 31 3045 8888 / 34 3218-5555 Tel. 85 3260 7400 / 85 4005 5500 www.emifor.com.br www.mdiasbranco.com.br Fhom Makro Alameda São Caetano do Sul, 2604 - CEP 09560-500 Rua Carlos Lisdegno Carlucci, 519 - CEP 05536-900 Santa Maria - São Caetano do Sul - SP Butanta - São Paulo - SP Tel. 11 3568 3000 Tel. 11 3779 1500 www.fhom.com.br www.makro.com.br Grupo Pão de Açúcar Maricota Alimentos 173 Av. Brigadeiro Luis Antonio, 3172 - CEP 01402 -01 Rua Prefeito Milton Improta, 629 - CEP 02119-021 Jd. Paulista - São Paulo - SP Vila Maria - São Paulo - SP Tel. 11 3886 0533 / 0868 Tel. 11 2631 4900 www.grupopaodeacucar.com.br www.maricotaalimentos.com.br IFF Massa Leve Av. Honório Alvares Penteado, nº 604 - CEP 06543-320 Rua Lidia Pollone, 150 - CEP 09450-000 Tamboré - Santana de Parnaíba - SP Centro - Rio Grande da Serra - SP Tel. 11 4622 6000 Tel. 11 2173 8800 www.iff.com.br www.massaleve.com.br Lamine M.F.F RUETTE - EPP Rua Patos, 143 - CEP 07222-010 AV. NOSSA SENHORA DAS BROTAS, 499 - CEP 13950-000 Cidade Industrial - Guarulhos - SP MONJOLO VELHO - Lindoia - SP Tel. 11 2446 2185 Tel. 19 3898 9800 www.lamine.com.br www.genuina.com Lençobras Moinho Arapongas Rua Oscar Bressane, 295 - CEP 06408-050 Av. Maracanã, 563 - CEP 86706-000 Jd Santo Antonio - Barueri - SP Vila Industrial - Arapongas - PR Tel. 11 4199 7555 Tel. 43 3252 2011 / 43 3274 4868 www.lencobras.com.br www.moinhoarapongas.com.br Lifar Montesano Indústria Rua Frederico Mentz, 1115 - CEP 90240-110 Avenida Rotary, S/N 132 - CEP 06816-030 Navegantes - Porto Alegre - RS Parque Industrial Ramos de Freitas - Embu - SP Tel. 51 3326 4700 Tel. 11 4704 0922 / 0647 www.lifar.com.br www.montesano.com.br

ASSOCIADOS ABMAPRO Nahta Solumar Av. 39 nº 1287 - CEP 14780-400 Av. Dr.YojiroTakaoka, 4.384 - Sala 215 - CEP 06541-038 Jardim Alvorada - Barretos - SP Alphaville - Santana de Parnaíba - SP Tel. 34 3214 2242 Tel. 11 4153 8877 www.solumar.com.br New Millen Av. Dr. Jose Luis Lemem Maciel, 327 - CEP 077676-000 Top Cau Jordanesia - Cajamar - SP Rua Silva Teles, 821 - CEP 03026-001 Tel. 11 4447 2220 Pari - São Paulo - SP www.milly.com.br Tel. 11 2172 3500 www.topcau.com.br Peixoto Av Jose Andraus Gassani, 6000 - CEP 38402-324 Total Química Industrial - Uberlândia - MG Rod. Regis Bittencourt, s/n - Km 275,5 - CEP 6818-300 Tel. 34 3218 5570 Jardim das Oliveiras - Embu - SP www.peixoto.com.br Tel. 11 4787 0017 www.sanol.com.br REDERJ Rua do Trigo, 79 - CEP 21011-690 Vale Brilhante Penha - Mercado São Sebastião - Rio de Janeiro - RJ Rua Lico Amaral, 443 - CEP 88307-010 Tel. 21 2584 3082 Dom Bosco - Itajaí - SC www.redeconomia.com.br Tel. 47 3349 7277 174 www.valebrilhante.com.br Roldão Rua Brentano, 537 - CEP 05302-04 Village Vila Leopoldina -São Paulo - SP Rua Ibitirama, 1409 - CEP 03133-200 Tel. 11 5095 4000 Vila Prudente - São Paulo - SP www.roldao.com.br Tel. 11 2342 6644 www.village.com.br Salute Rua Aldo Germano Klein,172 - CEP 13574-970 Vinheto Distrito Industrial - São Carlos - SP Av. Call Mohaamed Rahal, 236 - CEP 06417-010 Tel. 16 3366 3800 Cruz Preta - Barueri - SP www.salute.com.br Tel. 11 2842 4444 www.vilheto.com.br SGS Av. Andrômeda, 832 - CEP 06473-000 Wal-Mart Brasil Alphaville Conde II - Barueri - SP Av. Tucunaré, 125 - CEP 06460-020 Tel. 11 3883 8800 Tamboré - Barueri - SP www.br.sgs.com Tel. 11 2103 5800 www.walmart.com.br Sodimac Av. dos patriotas 1213 - CEP 04207-040 Para mais informações, entre em contato Ipiranga - São Paulo - SP com a ABMAPRO pelos telefones Tel. 11 2065 2500 (11) 5501-1995 ou(11) 3895-9868

Índice das Fichas Técnicas Afe Tintas 179 AkzoNobel 185 Autoshine 190 Beneficiadora Boa Vista 180 Big Brand Brasil Private Label 181 Carvão Arco Íris 194 Daymon Worldwide do Brasil 178 Emifor 187 FVO 176 Lamine 193 Lençobrás 183 LL Advogados 188 Nahta Agroindustrial 182 Raymound´s 191 Solumar 192 Sorvetes Tarumã 186 Total Química 189 Trace One 177 Vilheto Alimentos 184

Farmais FVO - Brasília Ind. e Com. de Alimentos Ltda. Brasília Núcleo Rural de Tabatinga, Lote 25 - Planaltina - DF - Cep: 73307-997 Pirassununga Rua Hideo Miamoto, 199 - Pólo Empresarial Guilherme Muller Filho. Pirassununga - SP - Cep: 13632-628 A FVO ALIMENTOS faz parte de um grupo empresarial brasileiro com 50 anos de experiência em diversos segmentos do agro-negócio, incluindo a produção de ali- mentos industrializados para animais. Atualmente possuí três unidades fabris, situadas em Viana/ES, Distrito Federal e a mais recente em Pirassununga/SP. Em breve uma nova fábrica será inaugurada no Rio de Janeiro. A unidade em Viana, antes denominada Dumilho, foi o primeiro parque industrial do grupo a produzir embutidos, premix vitamínico e rações para cães, gatos, aves, suínos, bovinos, equinos, peixes, camarões, animais de laboratório, caprinos e ovinos. Hoje esta unidade é responsável pela produção de uma diversificada linha de alimen- tos úmidos completos e de petiscos. A fábrica localizada no Distrito Federal, iniciou suas atividades em 1996, com a pro- dução de alimentos balanceados para animais em uma das mais modernas unidades fabris do Brasil no seu ramo de negócios, sendo pioneira, nesta região, na produção de alimentos secos extrusados. Para melhor atender os mercados do Sudeste e Sul do Brasil, em junho de 2009 foram iniciadas as atividades da fábrica de Pirassununga destinada à produção de alimentos secos completos para cães e gatos. A FVO ALIMENTOS produz e comercializa o mais completo mix de produtos para ali- mentação de cães e gatos do Brasil. Este mix é composto por uma diversificada linha de alimentos completos extrusados, enlatados e embutidos, além de molhos palata- bilizantes e petiscos. Com marcas que já são reconhecidas no mercado a FVO ALIMEN- TOS trabalha com a linha de marcas próprias de grandes empresas como: MAKRO, CARREFOUR, TENDA ATACADO, WALMART, DIA %, GRUPO PEIXOTO, entre outras. São 50 anos de história criando emprego e agregando valor as matérias-primas produzidas no campo, para levar saúde, alegria e bem estar aos animais. 176 www.fvoalimentos.com.br

Farmais Trace One Brazil França Pinto, 280 - CEP 04016001 Vila Mariana - São Paulo - Brasil Tel: +55 (11) 943 543 040 [email protected] A Trace One foi criada em 2001 e lançou a primeira plataforma on line colaborativa, para gerenciar o desenvolvimento e qualidade de produtos de marca própria. A comunidade de usuários da Trace One abrange o mundo inteiro, da Europa à América do Norte e Ásia, e a empresa tem escritórios em Boston, Paris, Londres, Madrid e São Paulo. Sua missão é in- centivar a inovação de produtos alimentares e não alimentares, apoiar a proteção à marca e acelerar o tempo de colocação no mercado para varejistas, fabricantes e empresas ali- mentícias. A Trace One tem o compromisso de possibilitar os processos de colaboração entre varejistas e fabricantes, otimizando assim o sourcing, concursos, lançamento e de- senvolvimento de bens de consumo, enquanto controla as informações sobre o produto e garante a segurança dos produtos e alimentos. Isto não só apoia a proteção de marcas, mas também maximiza a rentabilidade e competitividade, em todo o processo de geren- ciamento e de gestão do ciclo de vida de produtos. NOSSA VISÃO • A Trace One oferece uma plataforma colaborativa única, assegurando uma conexão multi-escalonada entre varejistas, fabricantes e fornecedores, para estimular o desen- volvimento e segurança do produto. • O ciclo de vida completo do produto pode ser gerido através de uma plataforma única, através de programas pré-definidos e funcionalidades de comunicação avançadas. • Do resumo do produto à especificação do produto, testes de qualidade e gestão de problemas de clientes, a plataforma da Trace One racionaliza os processos de gerencia- mento de produtos e a proteção à marca. • A plataforma da Trace One dá acesso a uma enorme rede de parceiros comerciais: 20.000 varejistas e fabricantes, em 110 países 177 www.traceone.com

Farmais Daymon Worldwide do Brasil Av. Paulista, 2.300 - Andar Pilotis - São Paulo/SP - CEP 01310-300 Diretor da América Latina: Alexandre Mendes Email: [email protected] | Celular: +55 11 99255 8845 DAYMON WORLDWIDE A Daymon Worldwide é especialista global em varejo com um amplo conjunto de serviços. Oferece aos parceiros e clientes soluções para todas as areas de varejo, tais como: criação e gestão de marcas e produtos, estratégia de marketing, desenvolvimen- to de design e packaging, sourcing e pesquisa de produtos, merchandising e ativação no ponto de venda. A Daymon Worldwide colabora diretamente com mais de 100 vare- jistas e 6 mil fornecedores mundiais para criar marcas diferenciadas de valor agregado que geram fidelidade dos consumidores e aumento de vendas e lucro. A Daymon presta serviços através de cinco divisões distintas, organizadas sob uma única marca corporativa. Os serviços são cuidadosamente adaptados às necessidades dos parceiros, por forma a proporcionar flexibilidade e o foco necessário ao crescimen- to do negócio. A Daymon Private Brand Development desenvolve as Marcas Próprias de uma forma inovadora e estratégica acrescentando valor aos seus clientes, gerando margem e aju- dando os fabricantes e varejistas na diferenciação em relação à concorrência. Atualmente lança por ano 20 mil produtos, gere 165 mil produtos e 1700 marcas ao nível global. O Galileo Global Branding Group promove soluções de branding adaptadas ao vare- jo. Sua experiência global de varejo no mundo e conhecimento profundo de shopper nos vários canais, formatos e segmentos, permite a identificação de oportunidades a partir do conhecimento do consumidor. Com uma sofisticada rede de serviços de supply-chain a nível global e acesso a 6.000 fornecedores mundiais, a Omni Global Sourcing Solutions oferece soluções eficientes e eficazes aos parceiros. SAS Retail Services fornece soluções de merchandising para medir o desempenho de atividades in-store através de tecnologia e ferramentas próprias. Interactions, com mais de 3 milhões de eventos realizados anualmente, é líder na criação de eventos diferenciadores para garantir o envolvimento do consumidor no ponto de venda traduzindo-se num aumento do ROI. 178 www.daymon.com

Farmais Afe Tintas Estrada Senador Salgado Filho, 1349 – Nilópolis – RJ – Brasil Telefone: +55-21-2691-3064 [email protected] Indústria fundada em 1968 com Sistema de Gestão da Qualidade certi- ficado ISO9001, especializada na fabricação de tintas, seladores, massas, texturas e outros revestimentos. No Brasil, a Afe Tintas é pioneira em seu setor no fornecimento de altos padrões de qualidade para marcas próprias, em atendimento as normas técnicas da ABNT. Empresa direcionada para transformar oportunidades em projetos con- solidados através de parcerias duradouras; por isso possui uma atuação destacada no segmento de marcas próprias. Dispondo de uma equipe especializada para acompanhar desde os estu- dos iniciais até as etapas de implementação e manutenção da marca, a Afe Tintas transfere sua experiência para o sucesso do cliente. Comprometimento, transparência e credibilidade são valores que a Afe Tintas cultiva em seus negócios, gerando conquistas estratégicas para va- rejistas ou atacadistas e vantagens para os consumidores ao adquirirem produtos com melhor custo x benefício. Consulte sobre a viabilidade de sua marca de tintas. 179 www.afetintas.com.br

Farmais Beneficiadora Boa Vista Rodovia Presidente Castelo Branco, km 51 – Bairro Ronda Araçariguama/SP – CEP: 18147-000 Fone: (11) 4136-6155 – [email protected] A EMPRESA Fundada em 1978 pelo Sr. Hideo Kayano, a Beneficiadora Boa Vista foi instalada estrategicamente em Araçariguama/SP, 50 km da cidade de São Paulo. Sendo ela uma das pioneiras no fornecimento de marcas próprias, hoje possui uma carteira de clientes com os principais nomes do segmento A Boa Vista assume o compromisso de qualidade e segurança alimentar com seus clientes e consumidores finais, assegurando um processo produtivo de acordo com a principais normas de qualidade em alimentos vigentes e matéria prima de exce- lente procedência e qualidade. VISÃO Com crescimento sustentável, seremos a referência na indústria alimentícia bra- sileira contribuindo para que o Brasil seja o maior produtor mundial de alimentos. MISSÃO Produzir alimentos de alta qualidade superando as expectativas de nossos clien- tes garantindo segurança alimentar. Promover o bem estar de todos os colaborado- res, preservar o meio ambiente, manter bom relacionamento com a comunidade, e obter rentabilidade que permita a geração de valor aos nossos acionistas. VALORES • Integridade e Justiça - Ser justo e correto como ser humano • Profissionalismo - Pensamento positivo e atitude construtiva • Inovação e Trabalho em Equipe - Superar barreiras com criatividade e colaboração 180 www.bboavista.com.br

Farmais Big Brand Brasil Private Label Rod. Anhanguera - km 51 + 360m Terra Nova - Jundiaí - SPPantoneDourado:871C - CEP 13205-700 Telefone: 11 2136-1289 ou 11 2136-1227 SUA MARCA, COM A NOSSA QUALIDADE! Estar próximo sempre, agregando qualidade, confiança, compromisso, transparên- cia e eficiência. Este é o conceito que a Big Brand Brasil Private Label vem solidifican- do desde a sua fundação em 1997. Para isso, foca todas as suas ações no profissiona- lismo em tudo que faz, sempre pensando nesta relação de respeito e proximidade ao cliente. Afinal, essa empresa trabalha para que a Marca Própria de nossos clientes seja fortalecida e reconhecida pela qualidade dos produtos. E estar próximo sempre é fazer de tudo para melhor atender e satisfazer as expectativas de nossos parceiros, afinal é isso que mais nos satisfaz! A Big Brand Brasil Private Label foi criada especificamente para atender a demanda de Marcas Próprias e é uma empresa integrante do grupo Big Brand Brasil, a qual tem em seu portfólio as marcas Paladar, Palate e Da Barra. Com uma planta de produção de 173.000 m² e 7.441 mil colaboradores (total de colaboradores do grupo) e uma equipe de desenvolvimento de produtos especializa- da, a empresa investe constantemente em tecnologia, infraestrutura e na capacitação seus colaboradores para garantir a qualidade de seus produtos. A BBB Private Label atua no desenvolvimento e industrialização de achocolatados, chocolates solúveis, capuccinos, leites UHT TP, creme de leite TP, leite em pó, refrescos, misturas para bolos, gelatinas, realçadores de sabor e sopas, produzindo mensalmen- te 2.900 toneladas de produtos, para redes supermercadistas do País, diversas marcas regionais e multinacionais da indústria de alimentos. Itambé, Grupo Fokus, Grupo Anchieta, Selmi, Café Jaguari, Café Seleto são alguns dos clientes que confiam a sua produção à BBB Private Label e usufruem do know-how, da experiência e agilidade de uma empresa que é mais que experiente quando o assunto é Marca Própria. 181 www.paladaronline.com.br/marcapropria

nFaarhmtaais agroindustrial ltda Nahta Agroindustrial Av. 39, 1287, Barretos - SP [email protected] 34 3214 2242 Nahta Agroindustrial, a maior Indústria na produção de MARCAS PRÓPRIAS de manteiga do Brasil. Produzimos embalagens para atender todos os canais de consumo: - Blister 10g: hotéis e restaurantes - Tabletes 200g: varejo - Potes 200g e 500g: varejo - Latas 200g, 500g, 5kg e 10 kg: varejo e intitucional - Blocos 5kg e 25 kg: institucional Uma empresa de qualificação inigualável, constanteevolução in- dustrial, e parceira na produção de MARCAS PRÓPRIAS das maiores redes varejistas do país. Conheça e surpreenda-se! 182 www.nahta.com.br

Farmais Lençobrás Ind. e Com. de Lenços Umedecidos Ltda. Rua Oscar Bressane, 295 – Barueri São Paulo – CEP 06408-060 Tel.: + 55 (11) 4199-7555 LENÇOBRÁS – INOVAÇÃO E SOFISTICAÇÃO EM LENÇOS UMEDECIDOS A LENÇOBRÁS é uma das principais indústrias fabricantes de lenços umedecidos da América Latina, com experiência de mais de 30 anos no comércio internacional de “Wet Wipes”, especializada na terceirização de Marcas Próprias. Presente com seus produtos em mais de 30 países, ocupa posição de destaque no mercado nacional e internacional , oferecendo aos seus clientes o desenvolvimento de produtos inovadores, matérias-primas selecionadas, disponibilizando equipamentos de alta tecnologia, controles rígidos de qualidade, profissionais qualificados e preços competitivos. Possuímos completa linha de fabricação de lenços umedecidos, em todas as apresen- tações disponíveis no mercado, (potes , refis, baldes, flow packs, travel packs e sachets com 1 ou 2 lenços). Contamos com laboratório especializado no desenvolvimento de fórmulas espe- ciais para atender às necessidades de cada cliente de maneira personalizada e sigilosa, seguindo rigorosos controles de qualidade em todo o processo produtivo, entre eles, atenção dada à seleção das matérias-primas, ao tratamento da água desmineralizada e ao perfeito acondicionamento em suas embalagens finais . Juntando a fórmula adequada ao tecido cuidadosamente selecionado, o cliente po- derá criar um novo produto inovador, que atenda perfeitamente às necessidades de seu consumidor, cada dia mais exigente. Conseguir a combinação perfeita para um produto de sucesso é o objetivo da LENÇOBRÁS. Traga sua ideia e sua marca, nós desenvolvemos seu produto, seja ele para higiene do bebê e da criança, higiene pessoal, cuidados faciais, cuidados automotivos, cuidados com animais de estimação ou limpeza doméstica. A LENÇOBRÁS disponibiliza todo seu know-how para o desenvolvimento de novos produtos para marcas próprias (Private Label) e terceirização para indústrias cosméticas e de higiene pessoal interessadas em ingressar neste importante mercado de wet wi- pes. Entre em contato e marque sua visita . 183 www.lencobras.com.br

Farmais Vilheto Alimentos Ind. e Com. Ltda. Av. Calil Mohamed Rahal, 236 | São Silvestre | Barueri | SP | CEP: 06417-010 Fone: (11) 2842 - 4444 [email protected] O Vilheto é um dos pioneiros e mais conhecidos frigoríficos no mercado do Jerked Beef. Nosso produto é difundido principalmente pela marca Vilheto e diversas marcas pró- prias, produzidas para hipermercados no Brasil e no mundo. Utilizando técnicas de salga muito antigas e aprimorando algumas etapas no proces- so de fabricação, aliado a um rigoroso controle de qualidade e profissionais especializa- dos, oferecemos aos nossos clientes a mais saborosa carne seca do mercado. Carne Seca Vilheto, conserva a história do Brasil utilizando técnicas do século XV, para você fazer uma verdadeira viagem gastronômica! PRINCIPAIS PRODUTOS COMERCIALIZADOS: Descrição do Produto Embalagem Jerked Beef - Dianteiro 500g Jerked Beef – Dianteiro 1kg Jerked Beef - Ponta de Agulha 500g Jerked Beef - Ponta de Agulha 1kg Jerked Beef - Traseiro 500g Jerked Beef - Traseiro 1kg Jerked Beef - Traseiro em Cubos 500g Jerked Beef - Traseiro em Cubos Light 500g Jerked Beef - Traseiro em Cubos Ervas 400g 184 www.vilheto.com.br

Farmais AkzoNobel Rodovia AkzoNobel, 707 - CEP: 13295-00   São Roque da Chave - Itupeva - SP - Brasil Telefone: 11 4591 8976 AKZONOBEL A AkzoNobel iniciou sua história no ano de 1646. Ao longo dos últimos 368 anos construiu uma história de sucesso até chegar à posição que ocupa atual- mente como uma das lideres globais nos mercados em que atua. Com sede em Amsterdan, na Holanda, a AkzoNobel está dividida em três áre- as de negócios: Specialty Chemicals, Performance Coatings e Decorative Paints. Atualmente a empresa conta com aproximadamente 49000 colaboradores e se- des em mais de 15 países, produzindo cerca de 7500 produtos. A área de negócios que atende o mercado nacional de saneantes é Specialty Chemicals, atravez da unidade de negócios Surface Chemistry. Além do mercado de saneantes a unidade de negócios Surface Chemistry atua também nos merca- dos de agro, asfalto, mineração, cosmético e petróleo. A unidade da AkzoNobel Surface Chemistry está localizada em Itupeva-SP. A fabrica apresenta ótima estrutura fabril e laboratórios garantindo sólido progra- ma de investimento que possibilite seu crescimento no país, combinando res- ponsabilidade social e ambiental. VALORES Foco no Cliente Compromisso com a entrega Paixão pela excelência Trabalho em equipe Segurança, integridade e sustentabilidade LINHA DE PRODUTOS Tensoativos aniônicos, catiônicos, não iônicos, anfóteros, polímeros sintéticos e biosintéticos. PRINCIPAIS MARCAS Arquad®, Armosoft®, Berol®, Witconate®, Aromox®, Ampholak®. 185 www.akzonobel.com/br

Farmais Produtos Tarumã LTDA Avenida Moacir Lopes de Carvalho, 417 - Uberlância - MG Tel. 34 3228 7200 Fax 34 3228 7232 A Produtos Tarumã é hoje administrada pelo empresário Leonardo Ribeiro Cunha que diz que o crescimento da indústria de sorvetes está diretamente relacionado com fatores como qualidade do produto, e constante investimento em novidades. Porém, ele ressalta que o boom no crescimento veio somente a partir do momento em que a Produtos Tarumã fechou contratos para produzir sorvetes para marcas próprias de grandes redes de supermercados do país. O primeiro passo foi dado precisamente, quando a Produtos Tarumã iniciou comércio com o Carrefour e, depois, com o grupo Pão de Açúcar englobando as redes Extra e Pão de Açúcar. Em média, a fábrica produz anualmente 10 milhões de litros de sorvete/ano e 25 sabores diferentes. A capacida- de de estocagem das câmaras frias é de 500 mil litros de sorvete. A Produtos Tarumã conta com máquinas americanas e italianas de última geração para a produção dos sorvetes. A distribuição fica por conta de 12 caminhões próprios. Especificamente quanto à marcas próprias, a Tarumã produz atualmente, além do Carrefour e GPA, também para a Rede Carone (ES). Quando assumiu a direção da empresa, em 2003, ele lembra que o consumo médio era de quatro litros por habitante. Hoje, esse nú- mero subiu para 5,5 litros por pessoa, um aumento que torna o mercado promissor e o consumidor passou a entender que o sorvete é também um alimento, não apenas uma sobremesa. A tendência no Brasil é a marca própria crescer muito. Hoje, de 10% a 15%, é marca própria. Mas no futuro a gente pode chegar a 50% (que são os níveis eu- ropeus e americanos e a Tarumã está preparada para acompanhar esse crescimento). RESPONSABILIDADE SOCIAL Mas não só de negócios vive a Tarumã. A empresa mantém projetos de responsabili- dade social para crianças e pacientes do Hospital do Câncer de Uberlândia e Uberaba. A Tarumã também abre as portas todos os anos, próximo ao Dia das Crianças, para alunos da rede pública de ensino da cidade para que os estudantes conheçam a fábrica, além de participarem de uma palestra sobre sorvete e, ao final, saborear o produto. Não é a toa que a Tarumã é hoje líder em share em Uberlândia e Região, e pretende estender essa performance para todo o país. 186 www.tarumanet.com

Farmais EMIFOR - SEDE CONTAGEM Rua Emilia Silva de Freitas, 550 - Cep: 32341-500 Bairro Centro Industrial F.F de M. Filho Contagem - MG Fone: (55) (31) 3045-8888 | email: [email protected] A confiança no mercado de marcas próprias, que é uma linha sob medida para a co- mercialização por grandes redes, e o crescimento do setor supermercadista em taxas acima da economia brasileira são duas condições que favorecem os negócios da Emifor Indústria de Alimentos. Com matriz em Contagem, na Região Metropolitana de Belo Horizonte (RMBH), a empresa inaugurou na última segunda-feira uma unidade em Pirapora, no Vale do São Francisco, no Norte de Minas, para fabricação de uma nova linha, destinada aos su- permercados que querem comercializar produtos com marca própria, como pipoca e batata palha. Os investimentos somaram R$ 12 milhões e a expectativa é de incremento nas vendas de cerca de 10% neste ano. Há dez anos no mercado, a Emifor deve boa parte de seu crescimento ao segmento de marcas próprias, que hoje responde por 60% a 70% de seu mercado. Além de marcas próprias, a empresa atua em outros três segmentos: no industrial, para atendimento de restaurantes, hotéis, sorveterias e cozinhas industriais com forne- cimento de leite em pó e cacau, entre outros; no de food service e também no varejo, com produtos próprios como o Nutricon e o Integrale, refresco em pó, café com leite e gelatina. A Emifor atua principalmente na região Sudeste, com alguma presença tam- bém no Centro-Oeste, no Norte e Nordeste do país. As projeções são positivas. Segundo Zanone Campos, o mercado de marcas próprias tem ainda muito potencial de crescimento no Brasil. Enquanto na Europa a participação é de 48% do varejo, no Brasil representa 5%. “Mas a base está aumentando”, observou Campos, ressaltando que o incremento não é tão modesto quanto possa parecer. No Brasil, o faturamento deste segmento chega a R$ 10 bilhões ao ano, enquanto o varejo alcança R$ 207 bilhões. 187 www.emifor.com.br

Farmais LL Advogados Av. Presidente Wilson, 113 - 11º andar Centro – Rio de Janeiro – RJ – CEP: 20030-020 Tel. (21) 2531-1660 – e-mail: [email protected] O escritório LL Advogados, que atua, dentre outras áreas, nos segmentos de Entreteni- mento, Consumo e Varejo, possui uma proposta diferenciada de advocacia empresarial. Sua origem remonta à atuação conjunta dos sócios, desde 2012. Contudo, apesar de ostentar uma marca nova, a bagagem profissional de seus fundadores soma décadas de experiência, contando com a atuação destes na procuradoria do estado, na gestão de grandes companhias ou na advocacia consultiva e contenciosa. Desta forma, forma- do por advogados renomados e professores de conceituadas instituições do país, o es- critório alia tradição e expertise, tanto nas matérias de direito público quanto privado. Ademais, o time que os acompanha é composto por profissionais com sólida expe- riência nos mercados de entretenimento, produção, varejo e consumo, tendo atuado com grupos que adotam plenamente o conceito de marcas próprias. Assim, os profis- sionais do LL Advogados dispõem do domínio das questões técnicas e jurídicas envol- vidas, possuem um bom relacionamento com o poder público, consolidado em decor- rência de uma atuação ética, e compreendem o negócio de seus clientes, por deterem um know-how desenvolvido em cases anteriores. Desta forma, o LL Advogados encontra-se amplamente capacitado a assessorar em- presas nacionais e multinacionais na condução jurídica de suas operações, especial- mente nos seguintes serviços: (i) análise da aderência da marca a ser criada com a res- pectiva disponibilidade de classe junto ao INPI; (ii) acompanhamento das publicações da revista do INPI, monitorando eventuais registros de marcas similares a fim de ga- rantir a singularidade da marca e impedir a captura de seus consumidores; (iii) gestão de marcas registradas; e (iv) suporte jurídico à criação, registro, licenciamento, cessão, exploração e demais procedimentos envolvendo marcas, além de atuação em proces- sos administrativos junto ao INPI. 188 www.lllaw.com.br

Farmais Total Química Rodovia Régis Bittencourt - BR 116 - km 275,5 Jardim das Oliveiras - Embu - SP Tel.: 55 11 4785-1800 - SAT: 0800 550767 NOSSA HISTÓRIA Desde 1992 a Total Química oferece conforto e bem-estar aos lares brasileiros, desen- volvendo produtos de desinfecção e limpeza, com qualidade e preços justos. Ao longo de sua história, ousou e conquistou posicionamentos em nichos importan- tes, como o mercado pet, para o qual disponibiliza a mais completa linha de higiene e embelezamento de animais de estimação. Uma política de branding bem estruturada oferece alternativas inteligentes que buscam atender amplamente às demandas sempre crescentes, do competitivo varejo nacional. Seu vasto portifólio é composto por marcas fortes como: Sanol, Plush, Eco Plush, Daclor, Renovar, V8, Sanol Dog e Giorno, que estão muito bem acompanhadas por inúmeros produtos que portam as marcas das grandes redes de super e hiper mercados nacionais e internacionais. A Total Química demonstra seu compromisso com a Sustentabilidade, atendendo ri- gorosamente a Legislação Ambiental, gerenciando de forma adequada seus resíduos, conscientizando seus colaboradores para preservação de recursos naturais, além de buscar fornecedores que estejam comprometidos com o mesmo propósito, propagan- do assim a cadeia sustentável. Foi assim que uma empresa brasileira encontrou na química, o caminho para a reali- zação do seu sonho. PRINCÍPIOS TOTAL QUÍMICA • Ser Humano: Respeitado, comprometido e valorizado é garantia do nosso sucesso. • Integridade: Postura ética e transparente em todas as atividades. • Qualidade: Compromisso de todos. • Lucro: Essencial para o desenvolvimento e perpetuação da empresa. • Entusiasmo: Enfrentar os desafios com criatividade e determinação. PROJETOS ESPECIAIS A Total Química mantém parcerias com fabricantes de produtos de limpeza e grandes empresas de varejo como hipermercados, lojas de departamentos, home centers e lojas de produtos naturais, oferecendo soluções criativas em produtos competitivos para o mercado das marcas próprias. 189 www.sanol.com.br

Farmais Autoshine Av. Valentim Magalhães, 1387 – Cond.Maracanã Santo André – SP – CEP.: 09120-410 Fone: 11 4452-7600 - [email protected] A EMPRESA Criada em 1984, após uma intensa pesquisa de mercado, na qual se detectou a neces- sidade de desenvolvimento de uma linha de produtos de limpeza automotiva de alta qualidade, a Inove Pack do Brasil, detentora da marca AutoShine, é uma empresa de capital 100% nacional e que rapidamente se transformou em um dos mais importantes nomes do setor. Aprimorando suas fórmulas e desenvolvendo técnicas modernas de produção, a Ino- ve Pack do Brasil iniciou as suas atividades fabricando produtos químicos voltados para a indústria automobilística. Por tal motivo foi criada a sua divisão de desmoldantes (ma- terial utilizado na fabricação de peças plásticas), que continua a oferecer os melhores produtos do mercado. Instalada em Santo André, SP, em uma área de 4.500m2, atualmente a Inove Pack do Brasil é fornecedora de diversas empresas pelo sistema Original Equipment Manufac- turer (OEM), modalidade de itens que não são produzidos para os consumidores finais, mas sim, sob encomenda, para outros grupos industriais. Por tal motivo (e através de suas próprias marcas), transformou-se em uma das maiores fabricantes de ceras do País. Para atender a esta demanda, a Inove Pack do Brasil se modernizou, fazendo diver- sas adequações nos seus processos de fabricação, atendendo a todas as exigências de controle de qualidade e normas regulatórias governamentais. Esta política progressista possibilitou um rápido crescimento e a multiplicação das parcerias com outras empre- sas, sempre fazendo uso de muita criatividade e, sobretudo, sem deixar de lado as res- ponsabilidades sociais e ambientais. A facilidade de aplicação dos produtos desenvolvidos pela Inove Pack do Brasil, entre eles os da linha AutoShine, bem como os resultados da rápida percepção de suas van- tagens por parte do público consumidor, são outros pontos de destaque da empresa, que hoje conta com uma ampla rede de distribuidores. Além disso, em busca da excelência, a Inove Pack do Brasil realiza uma série de trei- namentos com os funcionários de seus distribuidores no tocante a apresentação e utili- zação de seus produtos. Esta medida qualifica os profissionais e colabora para que eles, ao atenderem os consumidores com maior eficiência, trabalhem em prol da fidelização do publico aos seus excelentes produtos. 190 www.autoshine.com.br

Farmais Raymound´s Estrada Murilo de Almeida Passos, nº 1.825 - CEP: 12955-000 Vila Industrial Bom Jesus dos Perdões – SP Tel: (11) 4012 1100 | E-mail: [email protected] Atuando há 15 anos no mercado fabricando produtos de higiene bucal da marca Freedent, a empresa vem crescendo e desenvolvendo novos projetos. Contamos com uma equipe técnica de profissionais altamente capacitados para produzir pro- dutos de alta qualidade, excelente infraestrutura, frota própria, estoque e grande capacidade de produção. Hoje temos em linha os cremes dentais de 30g, 50g, 90g e 180g, gel dental 50g infantil e os enxaguatórios bucais de 60ml, 250ml e 500ml, com a marca Freedent. Até o segundo semestre de 2015 lançaremos novos produtos, ampliando o nosso mix de 22 para 34 itens até 2016. Além da marca Freedent, já produzimos para o maior programa público de saúde bucal do mundo, o Brasil Sorridente. Atualmente, são beneficiados 70,6 milhões de brasileiros, que contam com 22.213 equipes de Saúde Bucal em todo o País. Também atendemos uma grande parte das licitações públicas no Brasil, graças a nossa qualidade e credibilidade no mercado. MARCAS PRÓPRIAS Nossa proposta é promover o crescimento dos nossos clientes, dando-lhes suporte para o desenvolvimento de marcas próprias, gerando vantagens competitivas. Procuramos oferecer um atendimento personalizado, buscando soluções e qua- lidade. Atendemos suas necessidades, dentro dos custos e prazos estipulados, se você precisa terceirizar sua produção ou desenvolver sua marca própria, garanti- mos o melhor negócio e satisfação. Conte com a Raymound´s para o seu projeto. Alguns de nossos clientes Dia%, UP!, Oralls, Ultrafarma, Dentics, entre outros. 191 www.raymounds.com.br

FSarmL U MaA iRs Solumar Representações Comerciais Ltda Av. Yojiro Takaoka, 4384 - cj 215 - Alphaville - SP Tel. (11) 4153-8877 - (11) 999330879 - [email protected] Indústria de Massas Alimentícias “DE” Ltda Rua Alexandre Humberto Moleta,782 - Valinhos – SP Tel. (19) 3869.3655 - [email protected] Fundada em 1991, a Solumar se especializou no desenvolvimento de produtos com Marca de Terceiros e ou Exclusivas, em especial, para o Mercado Varejista. Seus sócios, oriundos do Varejo, trouxeram o Know-how, que facilitou o desenvolvimen- to da parceria Industria-Varejo. Conhecedores de todas as etapas para o desenvolvimento de produtos com Mar- cas Exclusivas, a Solumar continua em constante atualização, para sempre prestar o melhor serviço, aos seus clientes. A exemplo disso, queremos citar a relação que temos com a Indústria de Massas Alimentícias DE, onde se formou uma grande parceria, para o desenvolvimento das Marcas Exclusivas. Atuante no mercado de alimentos há mais de 40 anos, a Indústria de Massas Alimentícias “DE” tem como tradição a garantia da segurança e qualidade na fabricação de alimentos oferecen- do uma linha diversificada de produtos da marca “De”. Macarrão caseiro, lasanhas e gravatas, queijo parmesão ralado, pimentas e mo- lhos especiais, a empresa também é fornecedora certificada em marcas próprias desde 1978 atendendo a grandes empresas e desenvolvendo parcerias para elabo- ração e fabricação de produtos com marcas exclusivas com a mesma qualidade e confiança tradicionalmente reconhecidas pelo mercado, parceiros, clientes e con- sumidores da marca “DE”. 192 www.solumar.com.br | www.massasde.com.br

Farmais Lamine - Tecnologia em Laminados Av. Patos, 143 - Cidade Industrial Satélite Cumbica - Guarulhos Tel. 011 2446 2185 [email protected] SOLUÇÕES EM EMBALAGENS FLEXIVEIS ESPECIALIZADO EM PRODUZIR PEQUENAS QUANTIDADES Tipo de Filme • Alta Barreira (EVOH) • Alta Resistência (Nylon) • Acabamento fosco(Mate) • Biodegradável • Reciclável Serviços • Laminação • Impressão em flexografia com alta qualidade gráfica (70 l/cm) • Design • Protótipos • Sistema de prepress completo interno a empresa SOLUÇÕES PARA MARCAS PRÓPRIAS • Dimensionar sua embalagem • Selecionar o filme com melhor barreira • Formato e Design 193 www.lamine.com.br

Carvão Arco Íris CARVÃO ARCO ÍRIS DISTRIBUIÇÃO BRASIL LTDA Av.Pion. Victório Marcon, 410 – Pq Indl.II – Maringá/PR – CEP 87065-120 Fone/Fax: (044) 3266-1717 Email: [email protected] O CARVÃO ECOLOGICAMENTE CORRETO Com a preocupação e respeito à natureza., a Carvão Arco Íris trabalha so- mente com carvão de eucalipto, de região de reflorestamento, cujo corte é autorizado pelos órgãos competentes. Além de preservar a natureza tem um produto de excelente qualidade. Visando sempre o respeito ao meio ambiente e ao ser humano, através do reaproveitamento dos finos (pó) do carvão, gerado no empacotamento, produz o carvão briquetado, buscando com isso contribuir com a redução aos impactos ambientais. A CARVÃO ARCO ÍRIS SE ORGULHA DE FAZER DIVERSAS MARCA PRÓPRIA Facebook: facebook.com/carvaoarcoiris 194 www.carvaoarcoiris.com.br

Este anuário é uma publicação da ABMAPRO em parceria com a PUBLIC PROJETOS EDITORIAIS, com circulação controlada e dirigida aos empresários do setor. ABMAPRO Public Projetos Editoriais Associação Brasileira Rua Borges, 570 de Marcas Próprias e Terceirização Rua Luigi Galvani, 42 cj 84 - sala 2 - CEP 04575-020 CEP 02247-000 - São Paulo - SP Cidade Monções - São Paulo -SP Tel. 11 3294 0051 / 3294 0052 Telefone: (11) 5501-1995 / (11) 3895-9868 [email protected] www.abmapro.org.br www.publicbrasil.com.br Diretoria ABMAPRO mandato até dezembro de 2016 Diretor de Projetos Especiais Gilberto Figueira Diretor presidente: Neide Montesano 1º. Vice-presidente: Zanone Campos Diretora Financeira Cleide Antunes 2º. Vice-presidente: Loredana Lacava Andraus 3º. Vice-presidente: Fatima Merlin Comercial Marcelo Giordano 1.º Tesoureiro: Victor Hajjar 2.º Tesoureiro: Fabian Vidoz Sergio Lopes Sandra Elias 1º. Secretário: Reinaldo Bertagnon 2º. Secretário: Ronildo Vaz Jornalista Responsável Tatiane Almeida - MTb 35.266 Conselho Fiscal: Três titulares: Projeto Gráfico e Diagramação Vera Suzano Fábio Figueiredo Kazuo Matsui Marina Kayano Revisão Dois suplentes: Acertiva Produções Editoriais Marco Quintarelli Tradução Lilia Rocca Mello Arabera Conselho editorial do Anuário ABMAPRO: Impressão Loredana Lacava Andraus Elyon Indústria Gráfica Ronildo Vaz Kazuo Matsui Tiragem Henrique Vidoz 2.000 Exemplares Neide Montesano 195

A qualidade do nosso produto com a força da sua marca própria As marcas próprias estão no centro de O que podemos oferecer: um novo ambiente competitivo entre - Entrega programada o varejo e a indústria, que re etem uma - Desenvolvimento do projeto estratégia de diferenciação de produtos - Grande capacidade de produção e de conquista da delidade do consumidor, - Estoque próprio o número de produtos de marca própria - Sem quantidade mínima para fabricação no Brasil vem aumentando Entre em contato e saiba mais! signi cativamente nos últimos anos. Essa importância vem sendo acompanhada Tel. (11) 4012 1100 1p96or uma estratégia de agregação de valor, gerando vantagens competitivas. [email protected] www.raymounds.com.br