Deca increases bet in C class and in rational use of water.
Valor Econômico 03/23/2009
What started as a strategy to gain market ended up becoming a way out to face the crisis. Deca, a company of the Duratex group that works in the faucets and fixtures market, had already been betting on the increase of the portfolio for the C class and in products that value the rational use of water - lines that, at times of reduction of costs, gained relevance. Unlike the great majority of the companies, Deca chose not to create a different brand for the popular products. The offer of lines that fit in the competitive segment increased from 20% to 25% in the last two years. Today, the products for the C and D classes already represent nearly 50% of the sales.
Alert to the advances of the building market for the low income segment - and the potential increase of the volume of sales of this kind of real estate due to the new housing package of the government -, Deca is developing a new product for the building companies aimed at the low income segment. The company intends to launch, still in the first half of the year, an economic sink with a cheaper system of assembly and installation - which allow scale. The goal is to sell directly to companies like MRV and Tenda. The direct sale for building companies, however, represents only 10% of the total volume. The great market is the retail segment, which supplies the segment of home improvements and self-construction, besides the small and average-sized building companies. Another strategy of Deca's is in the development of the technology for products that allow the rational use of water - that not only benefit from the ecological issue, but mainly from the urgent need to reduce costs at this moment. Besides the lines of products, like electronic faucets and toilets with a lesser flush flow, Deca started investing in the rendering of services. A team of professionals makes calculations and goes to the clients to show the saving in the costs that can be achieved in places with public restrooms, like shopping malls, schools and airports. And, with that, evidently stimulates the renewal of the products.