www.paintshow.com.br
26
Outubro 2009
PAINT & PINTURA
world: North America, South
America, Pacific, Europe, Western
Europe, Middle-East, Africa and
India, all with state-of-the-art
microbiology laboratories and
sales support. For Latin America,
the CAC is located in São Paulo
and led by Erika Takeda, regional
sales manner for DMC.
For his part, DMC’s marketing
director Narsi Bodapati provided
details on some of the company’s
growth objectives. According to
him, these are times of greater
and greater awareness in terms of
health and well-being, which has
been favoring the biocides market
in that it has boosted the demand
for antimicrobial products. “There
is now a greater need for long-
lasting disinfection and control
of specific organisms, and more
pressure from both regulatory
agencies and consumers for less
toxic, environmentally sustaina-
ble products, cost increases have
been reported for testing and re-
gistering materials for complian-
ce with regulatory requirements,
and the industry has taken only
a few initiatives towards develo-
ping new assets, given its focus
on enhancing the performance of
existing assets through synergic
combinations and controlled-
released technologies.”
Bodapati says the DMC intends
to grow 65 percent in the global
market, for which it will invest
in customer segmentation and
innovation. Accordingly, to gain
customer loyalty, DMC will pro-
vide outstanding product value,
which involves far-ranging pro-
duct offerings, and leadership in
science and technology, patents
and registered trademarks. On
the other hand, he points out
how important it is to be locally
present through Customer Ap-
plication Centers, which provide
a quality, streamlined service,
as is innovation for the future,
represented by the development
of environmentally compliant
products featuring better perfor-
mance and functional benefits.
To conclude, he remarked the
need to provide key competences,
such as active delivery systems,
formulation science and micro-
biological methodology.
As to market segmentation, Bo-
dapati said that DMC will work
on three main fronts: process
conservation, material conser-
vation, and hygiene. The first
includes the oil and gas, pulp
and paper, water treatment,
cutting fluids and fuel indus-
tries. Material conservation
includes adhesives, latex, paints,
leather, textiles, construction
materials, plastics, household
and commercial cleaning pro-
ducts, and personal care pro-
ducts (in-can), among others.
Finally, the hygiene segment
comprises animal bio-safety,
high-end disinfection, and hou-
sehold, commercial and indus-
trial disinfection.
P&P