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| Paint&pintura |Outubro2014
Could It Be anUpturn?
AccordingtothelatestActivityIndexpublishedbyBrazil’sCentral
Bank (IBC-Br), the country’sGDPgrewby 1.5percent for July
2014.Thatwasquiteastepforward,consideredeventhehighest
monthly increase inthepastsixyears.Whilethefirsthalfwasa
periodofslowgrowth,andevendownturnhereandthere,the
secondhalfisalreadyinspiringhopesofabetterresult,andthere
isabigchanceofanupturn intheBrazilianeconomy.Stillaccor-
dingtotheCentralBank,therewasa0.07-percentincreaseinthe
levelofbusinessactivityforthefirsthalfofthisyear,ultimately
indicatingstability.
Forecastsforthisyearremainconservativeandmostlyunchan-
ged.Thefinancialmarket,forexample,estimatesGDPgrowthof
around0.48percent.TheCentralBankexpectsagrowthrateof
1.6percent,andthefederalgovernment1.8percent.Butthese
figureswillbereviewedattheendofthemonth.
Atthe9theditionoftheAbrafatiForum,paint industryexperts
revealedtheirexpectationsanddiscussedthedelicatesituation
inwhichourcountry istoday.ItwaskickedoffbyAbrafati’sexe-
cutivepresidentDilsonFerreira,whogavethemarketawordof
advice:“Inthesetimesofuncertaintyinthepoliticalandeconomic
arena,discussing futurescenariosandknowing thechallenges
that are facingus is fundamental for planningactions, finding
opportunities,anddecidingthestrategiestobefollowed.”
Oneofthemainattractionsattheforumwaseconomicjournalist
Miriam Leitão,who talked about theprospects and the chal-
lengespresenting themselves toBrazil, aswell as theireffects
onbusiness.Miriam leftan importantmessagetothe industry:
“Brazil isgoingthroughatougheconomicperiod. It iscarrying
theweightof recentmistakes.Overthepast20years, though,
Brazilhassuccessfullyfacedsituationsandevencrisesthatsee-
med insurmountable.Sowhywouldn’tBrazilgetoveratimeof
uncertainty likethis?”
The presentation by Antonio Carlos Lacerda, chairman of
Abrafati’smanagement board, provided important data specifically
on thepaintmarket. Forecasts for the automotive industry for the
next 12yearspoint toasteepdropof 12 to 15percent inproduction,
goingbackto2010 levels,whilewater-basedformulationsexperience
dramaticgrowth. Inthedecorativepaintsegment,eventhoughuns-
tablegrowth isexpected,therearebrightprospects.Theautomotive
refinishsegment,for itspart, ischangingforthebetter.
TheAbrafati Forum 2014 also included an important panel on the
theme, “Where Is thePaint IndustryGoing,”where themarketwas
analyzed by three paint company executives: Carlos Santa Cruz,
presidentofPPG;FreddyCarrillo,presidentofSherwin-Williams;and
MarceloCenacchi,businessdirectoratRennerSayerlack.Seizingthe
opportunity,Paint&PinturaMagazinewastheretogetanexclusive
interviewwiththeseprofessionals,whosharedtheirviewsonseveral
industry-relatedthemes,suchascostabsorption,premiumproducts,
investments intechnologyandprocess improvement,taxrelievesfor
the industry,sustainability,etc.Checkthat interviewfirsthandonthe
followingpages!
Enjoy!
LucéliaMonfardini
Interview -AnOverviewofthe Industry
The interview inthismonth’seditionofPaint&PinturaMagazine,
available inPortugueseonly,bringsyouan industry-wideanalysis
of important themesbeingdiscussed in thepaint industry,with
opinionsof the leadingexecutivesofmajorpaintcompanies like
PPG,BASF,RennerSayerlack,andSherwin-Williams.
During the9theditionof theAbrafati Forum,which tookplace
onAugust 27, Paint&PinturaMagazinehad thehonor and the
greatopportunitytointerviewimportantpersonalitiesinthepaint
industry.ThefirstofthemwasAbrafati’sexecutivepresidentDilson
Ferreira,whotalkedabouttheactionscarriedoutbytheentityhe
leadsto incentivizeandsupportgrowth inthe industry.
Following Ferreira, four other leadingexecutives ofmajor paint
companiesalsoshared theirviewsonseveral industry-related themes,
suchascostabsorption,premiumproducts, investments intechnology
andprocessimprovement,taxrelievesfortheindustry,andsustainability,
namely:CarlosSantaCruz,presidentofPPG,FreddyCarrillo,presidentof
Sherwin-Williams,MarceloCenacchi,businessdirectoratRennerSayerla-
ck,andAntonioCarlosLacerda,BASF’svicepresidentofpaints&coatings
and infrastructureforSouthAmerica.
Biocides-ProtectionwithGreaterEnvironmentalSafety
Atprovidinganti-fungal,anti-bacterialandanti-algaeprotection,biocides
havekeptpacewiththeevolutionofthepaintandcoatingsmarket,with
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Advances in technologies, environment-friendlierandhuman-friendlier
