www.paintshow.com.br
16
Dezembro 2009
PAINT & PINTURA
in the following year. However, the company’s success
was not limited to the textile market. Rhodia also made
an important contribution to the creation of the Paulínia
Petrochemical Park, which pushed the development of the
entire region after the company assigned part of its land
for the construction of Replan in the 1970’s.
In was in that period that Rhodia began to produce phe-
nol in Paulínia and created Rhodiaco to produce all of the
chemicals required for developing its textile and resins
business. In 1975, the company implemented its research
and development center at that unit.
Rhodia grew even more in the 1980s, when it showed that
its pioneering spirit wasn’t limited to product development.
Revolutionizing management processes, the company
launched the first Rhodia Excellence Program (Prhoex). At
the same time, it created the Consumer Care Department
(DVC, in Portuguese), lead by an ombudsman. It gave rise
to the campaign “You talk, and Rhodia listens.”
75 years of the Wanda brand
Of Brazilian origin, the brand owned by Akzo Nobel cele-
brates its anniversary and success in Brazil and abroad
by innovating with sustainable products.
With a product range consisting of more than 100,000
paint color formulae and presence in South America,
Central America and North America, Africa and the
Middle East, the Wanda brand of paints and coatings
produced in Brazil celebrates 75 years as one of the most
traditional names in the automotive refinish business.
With a strong presence in body shops all over Brazil and
many abroad, Wanda is now facing the major challenge
of becoming a benchmark for sustainable, user-friendly
solutions for consumers. To that end, the brand has
been investing in numerous research efforts in the field
and launching products within this concept. “We provi-
de chromate-free products, which as an unprecedented
technological breakthrough in the marketplace, resulting
in optimum quality solutions that do no harm to our
employees, body shop workers or the environment,” said
Ângela de Negreiros, marketing manager, South America.
Accordingly, Akzo Nobel, as proprietor of the Wand
brand, has also been making investments to improve its
manufacturing processes. In Brazil, according to Ângela,
it was the first paint manufacturer to be certified under
the ISO 9001, ISO 140001, ISO TS 16949 and OHSAS
18001 standards, demonstrating that it is a pioneer com-
mitted to the well-being of society and respect for nature.
Sintequímica - 55 years of dedication
Sintequímica, a supplier of waterborne pigment disper-
sions for decorative paints, printing inks, textiles and
household cleaning products, celebrates its 55th anni-
versary in December. Established in 1954 in the city of
Olinda, Pernambuco (Brazil) by the brothers Hilton and
Aécio Duarte Ribeiro, the company initially did business
in the textile and leather markets. In the 1990’s, after
opening a unit in São Paulo, Sintequímica diversified and
started to supply manufactures of decorative paints and
flexo printing inks.
In addition to providing customers with a comprehensi-
ve range of waterborne pigment dispersions, comprising
both organic and inorganic pigments, the company has
recently extended its offerings to the paint industry, having
developed a high-performance line that was launched at
Abrafati 2009. “Our products are recognized for their purity,
outstanding dispersibility, color clearness and high stability.
We always provide increasingly stable and clean pigments,
making us recognized for quality in the marketplace,” says
Marcelo Amaral Leite de Macedo, coatings sales director.
Arinos - The new identity of success
Arinos Química announced last October to the paint indus-
try the repositioning of its brand as a strategy for getting
the company’s new identity in line with its business, while
making the company more visible to its target public.
The action started in March 2007, when Arinos came up
with a program called GP 10 Performance Management,
which already included the rebranding initiative. “We are
extremely happy with the change, and the result has been
very positive not only from the point of view of the inter-
nal public, where the rebranding work begins, but also
outside the company, as it reaches both customers and
suppliers. We have accomplished all that we had planned.
And the return on our investment has been great. Today,
we have consistent standards and the confidence that
we’ve the best decision for the company,” says Mateos
Raduan Dias, president of Arinos Química.
The company’s investment in the program amounted to
approximately R$ 120,000, from conception to the actual
change. The change was aimed at imparting a more
modern appearance and a friendlier identity to the logo,
especially from the environmental standpoint, i.e. ena-
bling the brand to cover various different markets with
a unique standard. The company also decided to provide
differentiated colors for the cosmetic and food industries,
while preserving the original brand equity.
After so much hard work, the market acceptance couldn’t
have been better. According to Dias, the repercussions
have been very positive, as the processes involved em-
ployees and obviously provided them with an opportunity
to contribute to the brand and the recognition of our
business. “When that happens, the brand is born strong,
with a unique characteristic from the perspective of tho-
se who make the business. For this reason, we heard our
employees, customers and suppliers, and then introduced
a brand that was built by all of them. We adhered to the
program, sold the idea, and started to speak one langua-
ge,” he points out.
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