www.paintshow.com.br
underlined today when the company announced that it plans to double its
current revenue in China within five years. A target of $3 billion has been
set for 2015, with China poised to play an integral role in AkzoNobel’s stra-
tegic focus on the world’s growth regions.
“The importance of Asia, particularly China, has long been emphasized by
our company and we are committed to expanding in the region, as recent
investments have shown,” explained AkzoNobel CEO Hans Wijers. “Not only
is China an important growth engine, but it is also rapidly establishing
itself as a great center of innovation. It’s moving from made in China, via
developed in China to innovated in China, and we believe it will become a
global powerhouse for science, technology and invention. AkzoNobel wants
to make its contribution to that journey.”
Wijers points out that the recent investments in new laboratory facilities as
prime examples of the company’s ambitions in a country which is destined
to become the most innovative in the world. “Enhancing our technological
capabilities in China is crucial if we are to realize our growth ambitions.
As the world’s largest coatings and specialty chemicals company, we are
determined to continue leading technology and product development and
successfully bring new products to market via our global brands such as
Dulux, International and Eka.”
Industry in the Spotlight - In full swing
Universo Tintas, a company headquartered in Diadema, in the Greater São
Paulo area, will close the year with very positive results that are due to a
series of actions implemented in the course of 2010. In tune with the trend
towards developing environmentally friendly products and interested in
extending the benefits that they provide to painters, as well as the who sell
them behind shop counters, Universo Tintas bets on a gradual rise of awa-
reness in consumers for improvement in the marketplace.
The company has taken several actions in this regard during the year. They
include redesigned packaging and new trade names for its products, which
Universo Tintas demonstrated at Feicon 2010. “All product lines manufac-
tured by our company are now more modern, and their containers bear
photos of people who benefit from a certified quality product. They show
everyday scenes that humanize our products, bringing them closer to con-
sumers. In addition, these changes have imparted an identity to the brand,
making it easier to recognize Universo’s products at the shop,” says Douver
Martinho, chief executive officer.
The new packaging designs were created by RS Direct, the company’s ad-
vertising agency, which was inspired by the Coatings Care program, focused
on the Universo Tintas’ sustainable attitude towards employees, the neigh-
boring community, partners and consumers. “The new packaging designs
have exceeded our expectations. They are consistent with the quality of the
products we manufacture,” says marketing director Carla Martinho Villa.
Further strengthening Universo Tintas’ identity, in addition to the new
packaging designs, the company has adopted a new marketing strategy
for the trade names of all of its products. They are now identified by type,
i.e. former Polycryl is now called Universo Premium Acrylic, and the same