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14
Agosto 2012
PAINT & PINTURA
Over its 25 years of existence, Braseq has consolidated in the
marketplace thanks to its expertise in viscosity and rheology
measurement. “In this niche market, we are an arm of Brookfield
extending all through the Brazilian territory to provide instru-
ments, methodologies and application support. It’s a business
model that has been extended to the other companies that we re-
present and has been recognized by international companies and
the customers and research entities that we serve,” Scilla ensures.
Industry - Three Decades’ History
The Argalit group celebrated its 30 years of history in June. In
a prominent position among paint manufacturers in Brazil, Ar-
galit serves customers in more than 600 cities in seven Brazilian
states. Altogether, the company’s range consists of 31 items,
including paints and coatings for various colors for a variety
of applications, textured coatings, colored pointing mortars,
putties and others, all with proprietary formulations.
The investments made by Argalit over this entire period have
yielded growth and distinction in the marketplace. For the last
year alone, the company saw its turnover growth 30 percent
year over year.
According to its Chief Executive Officer Raphael Cassaro Ma-
chado, the Argalit is a modern and technologically innovative
company. “It’s been 30 years, but we’re proud to say that we’ve
only just begun. Wherever there’s room for innovation, we’ll be
there with it sharing our joy for being at so many places.”
Machado says that 2011 was a rebound year for the Argalit
group. “We focused on improving our customer service and
implemented quality programs. One of them earned us our ISO
certification, which reshaped the way we do business. For this
year, we’re investing in the marketing of our product mix and
premium paints and to expand our sales or tinting systems,”
shares Machado.
Machado also points out that the ISO certification is followed
by another major goal, which is to integrate with the quality
program of the Brazilian Association of Paint Manufacturers,
known for short as Abrafati, which will require adjustments to
paint formulations for compliance with more stringent quality
standards. “Out of 300 paint plants all over Brazil, only 20
companies own this certification. Over 2012, Argalit has been
making new acquisitions to increase that number and expand
our presence in that segment. One of our strategies has been
to expand our product mix, which has gained 30 additions
since July.”
Argalit’s marketing coordinator Rafael Motta says that the com-
pany stands out in the market for paints, mortars and putties
not only for “doing business in the Brazilian states of Espírito
Santo, Bahia, Rio de Janeiro and Minas Gerais, but also for
being one of the nation’s leading manufacturers. We innovate
following market trends,” he remarks.
According to Motta, Argalit is one of the top-12 largest paint
manufacturers in Brazil and sells its products in more than 600
cities. The company’s product range comprises 20 different lines,
such as PVA paints, acrylic paints, textured coatings, enamels,
thin-set mortars, putties, pointing mortars and solvents. Motta
adds that Argalit’s market share has been increasing by the
day. “The company is focused on the decorative paint business,
producing around 60,000 tons per year to supply the Brazilian
market.” Argalit’s business grew 16 percent for 2011, a rate that
breaks down as 30 percent in mortars and 10 percent in paints,
marking the group’s resumption of growth as a result of our
focusing on improving our customer service and implementing
quality programs.
Can University Opens in São Paulo
In any selection of packaging suppliers, one criterion eventu-
ally prevails: low cost. Performance winds up in second place.
A company engaged the business of manufacturing metallic
packaging products had decided to invest in capacity-building
in order to reverse this trend. Cerviflan, which runs the most
modern aerosol industrial complex in Latin America has opened
the Can University, a groundbreaking initiative the main goal
of which has become apparent: to help the industry create or
improve can specifications. “Only with technical knowledge will
be people be able to tell a good can from a bad one. It involves
analyses ranging from steel sheet thickness to varnish quality,”
says Cerviflan’s CEO Vicente Lozargo Filho, who adds: “Accor-
dingly, by utilizing the best convenience, ergonomic and safety
features, can makers will be able to pack their products more
efficiently, which will have a positive impact on their sales.”
The first course module began on July 11th at the Caesar Park
hotel in Guarulhos, São Paulo. Lecturers include representa-
tives of major companies and entities of the industry, such
as Companhia Siderúrgica Nacional (CSN) and the Brazilian
Steel Packaging Association (known for short as Abeaço). The
following themes were covered: the roles of packaging, the steel
cycle, a friendly relationship between steel and the environment,
and the internal protection of steel packaging products. “In this
course, people are given an opportunity to learn that it’s worth
to all industries having their packaging materials made to
specification, as that will favor the business as a whole. While
the course is provided by Cerviflan, it is for the benefit of all
metallic packaging makers and users, which means that everyo-
ne involved needs to absorb information and take advantage
of this kind of event because there are many adversities in our
market,” Lozargo explains.