clipping
10
| Paint&pintura | Março 2014
13th Paint & Pintura Coatings Technology and
Management Forum in the Northeast Region
More Technical and More Informative
The 13th Paint &Pintura Coatings Technology andManage-
ment Forum for the Northeast, which is set to take place
on March 12 and 13 at Blow Tree Hotel, in Fortaleza, Ceará,
is bringing to the region a special program with technical
lectures provided by industry-leading companies, such as
Cabot,Intertank,Iguatu,Coatex,Lonza,Evonik,D’Altomare,
Polystell, quantiQ, Imerys, and Morais de Castro, while
coveringmanagement-related themes and industry trends.
The opening podium discussion on the theme “Brazilian
Paint Market: A Brief Outlook for 2013 and Prospects
for 2020 in the Northeast” will be conducted by Fran-
cisco Racz, an independent consultant specializing in the
coatings business and related fields, especially in Latin
America. The presentation will include data on the Brazil-
ian paint and coatings market by segment for 2013 and
their evolution over the past few years. The evolution
in the marketplace is related to macroeconomic factors,
especially the evolution in purchasing power. Aprojection
will be presented of the relevantmarkets in theNortheast
region in 2020, and a discussionwill be held onmarket op-
portunities for the Northeast and how to be ready to face
the challenges involved.
Theprogramfor thefirst daywill be closedbyRadTechSouth
America, with a lecture entitled “UV-Curing Coatings: Trends
andApplications,”tobedeliveredbytheentity’sownmanager
of operations Roberto Caforio. “In an increasingly globalized
world, the demand grows for technologies that combine
quality with sustainability, and this is why UV radiation-curing
coatings have been increasingly considered as an alternative.
Thankstoitsenvironmentalappeal,highproductivity,flexibility
informulationandthequality it imparts tothecoating, theUV
radiation-curing technology is spreading tothemost variedof
systemsandapplications,andisnowpresentinourday-to-day
lives in a wide variety of products and finishes. We are going
tohavea comprehensivediscussionof themainpropertiesof
thistechnology,aswellasitstrendsandapplicationsintoday’s
and tomorrow’sworldof coatings,” says Caforio.
The second day begins with a podium discussion conducted
by Sindquímica Ceará director Ailton Rino Grando. To close
the forum, technical consultant and LM Coatings Adviser di-
rector LuisManual RibeiroMotawill deliver a lecture entitled
“TitaniumDioxideExtenders”.“Titaniumdioxideistheleading
white pigment in paints and coatings due to its power to
efficiently disperse the visible light, impartingwhite color and
highmattingpower.Althoughithasexcellentopticalandresistance
properties, its cost constantlymakes it the subject of studies aimed
at optimizing their use inpaint and coating formulations. Thequest
fortitaniumdioxideextenderswhichcanoptimizethepigmentand
makeitmoreefficientlyused,withtheresultingreductionofformu-
lation costs, is a constant job at paint companies. This issue will be
coveredanddiscussedindetailduringmypresentation,”saysMota.
As a treat, the forumwill be attended by RadTech South America’s
presidentMaria CristinaKobal Campos de Carvalho, whowill act as
mediator at the end of the podium discussions, coordinating the
issues presentedby the hosts.
Investing in Brazil for 70 Years
AbouttoattainsevendecadesofbusinessinBrazil,Sherwin-Williams
projects growth inBrazil andworldwide.
Several foreign companies either have or plan to set up offices in
Brazil today. Its good economic performance has been one of the
stimuliwhichhavemadeBraziltheworld’sfourthleadingreceiverof
foreign investments inthepast tenyears, totalingUS$ 177.32billion,
behind China, the United States and India. The information is from
the European Commission.
Sherwin-Williams,however,tookadifferentpathandsetupfacilities
in Brazil almost 70 years ago —the company has never regretted
that choice, as the country is home to the company’s second larg-
est operation.
What the FutureHolds
Atthecloseoflastyear,Sherwin-Williamshadaturnovertothetune
of US$ 10 billion, and it has already set targets for as far ahead as
2016, its 150th year of existence in theworld, when it plans to reach
US$ 15 billion in turnover.
The aforementioned targets are part of the company’s Team 150
strategy, which sets several performance goals. The other part of
its strategy is to get into more countries and grow in all of them;
currently, the group is present inmore than 100 countries.
“We don’t want to grow in just one country, but worldwide. We
are themarket leader in theUnited States; inBrazil, we are third; in
Mexico, we rank second. We want global growth,” says David Ivy
Junior, marketing director at Sherwin-Williams Brazil.
The targets are ambitious, and Ivy explains that the teamhas been
workingforyearstoachievethefigures.“InBrazil,weintendtogrow
fasterthanboththeGDP(GrossDomesticProduct)andthemarket.
Wehavebeenworkingveryhardtoachievethatresult,includingthe
implementation of our brand name and the increase in our market
share year after year.”
The company is also banking on the upcoming sporting events,
particularly the 2016 Olympic Games in Rio de Janeiro. “We have
