Basf Household 2016-Equacionando valor e inovação

HOUSEHOLD 2016Ciência e Tecnologia para Respostas

Eficazes: Equacionando Valor e Inovação

August 17, 2016

Luiz Antonio M. da SilvaCare Chemicals for Home Care and I&IApplication, Development and Technical Support

Sucesso da Indústria de Higiene e LimpezaPrincipais Inovações ao longo do tempo

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A indústria tem constantemente se reinventado !

MGDA

GLDA

sugar basedpolycarboxylates

New buildersystems

Apresentador

Notas de apresentação

We have seen growth in mid-tier liquid laundry since 2012. In fact Church & Dwight (Arm & Hammer) is only customer to grow share in laundry last few years. Implication is consumers are looking for lower price as primary driver for many HC segments and may not attach as much value to premium goods as in past. This is due to economy as well as emergence of new generation of buyers (Millennials) that are cash-strapped and less engaged in category. We also have seen Procter recently de-formulate several key HC brands including liquid Tide. In a declining laundry segment Procter is looking internally to gain profit through formula and packaging changes. However Persil has also entered market with strong performing detergent (now rated #1 by Consumer Reports) so it is unclear if liquid category will continue to migrate towards “good enough” mid-tier or if Persil will drive premiumization and improved performance.

Fatores que afetam a cadeia de valor da indústria de Higiene e Limpeza

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custocrescente das

matériasprimas

IndústriaQuímica

Indústria de Higiene e Limpeza

matérias-primasbásicas;

petro, carbo ouóleo derivados

Consumidor

mercadosmaduros e saturados

Conclusão: COMODITIZAÇÃO

Apresentador


Several consumer shifts occurring right now impacting HC market: Baby Boomers aging and empty nesting – older generation less likely to upgrade to new machines or new formats Millennials postponing getting married, kids, buying house. Many still living with parents and struggling to develop careers. Many are also renting or in city (urbanization) which also impacts market Even well-off Millennials aren’t big splurgers 53% of Millenials w/ HH income $75K+ said their last luxury purchase cost under $250 More likely to save for a specific purchase (30% vs. 16% adults overall) vs. using credit card (10% on credit vs. 19% overall) - They’re big fans of convenience & cheap prices Value oriented retailers like dollar & drug stores especially appealing Driven more by price than loyalty to particular brands – not as brand loyal as their parents Millennial definition of “cool” does not correlate with high end. Private label can very appealing. (Target’s Archer Farms, Up & Up brands) Resorting to DIY strategies in order to spend less $ (ex. 46% more likely to use at home beauty treatments than overall adults) They’re a driving force behind retail demassification - Experiential & intimate environments trump overwhelming spaces & choice. High-tech and touch experiences are requisites. - With the world at their fingertips, more interested in tailored “just for me” products

Resultante de Forças levando à Comoditização

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PRESSÃO DO VAREJO

< Preço, + Patrocínio

PRESSÃO DOS CONCORRENTES

Performance é copiada

ORÇAMENTODOMÉSTICO

menor e priorizandooutros itens

REGULATÓRIOlimitação de usode ingredientes

DIFERENCIAÇÃOnão sustentável,

ou poucopercebida pelo

consumidor

COMODITIZAÇÃO

Apresentador


Several consumer shifts occurring right now impacting HC market: Baby Boomers aging and empty nesting – older generation less likely to upgrade to new machines or new formats Millennials postponing getting married, kids, buying house. Many still living with parents and struggling to develop careers. Many are also renting or in city (urbanization) which also impacts market Even well-off Millennials aren’t big splurgers 53% of Millenials w/ HH income $75K+ said their last luxury purchase cost under $250 More likely to save for a specific purchase (30% vs. 16% adults overall) vs. using credit card (10% on credit vs. 19% overall) - They’re big fans of convenience & cheap prices Value oriented retailers like dollar & drug stores especially appealing Driven more by price than loyalty to particular brands – not as brand loyal as their parents Millennial definition of “cool” does not correlate with high end. Private label can very appealing. (Target’s Archer Farms, Up & Up brands) Resorting to DIY strategies in order to spend less $ (ex. 46% more likely to use at home beauty treatments than overall adults) They’re a driving force behind retail demassification - Experiential & intimate environments trump overwhelming spaces & choice. High-tech and touch experiences are requisites. - With the world at their fingertips, more interested in tailored “just for me” products

COMODITIZAÇÃO

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Pressão do Varejo

Consumidor com orçamento limitadopara a limpeza

Diferenciação “não percebida” ou“ não sustentável”

Pressão regulatória

Cópia pelos concorrentes

?

Apresentador


Same store sales for Walmart were negative in 2014 and first half 2015. Retail customers using their tax refunds and savings at the pump to pay down debt rather than spend on discretionary items Retailers increasing online focus. Mass stores like Walmart and Target opening smaller “Express” stores that address urbanization

Indústria num Dilema !

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PERSPECTIVAS !?

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Modo Criativo:Ser Inovador e tentar influenciar na cadeia

Modo Proativo:melhorar eficiência Operacional

Modo Reativo:Adaptar / mudar fonte de matérias primas

Apresentador


NA Home Care = US = Laundry = Procter When you look at this category the universe becomes very small quickly as Procter represents 50%+ in both laundry and dish. Winning with Procter is priority 1-10. Having strong Procter business in turn helps with our regional businesses who look to Procter and us for guidance and thought leadership.

Modo Reativo: Mudar / Adaptar Fonte de matérias-primas

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Fóssil■ petróleo■ xisto■ gás natural■ carvão

Natural■ óleos■ gorduras■ amido■ açucar

? Fóssil: Ind. Química → ca. 10% do consumo, BAIXA influência nos preços

dos derivados ?!

Natural: Ind. Química → < 5% do consumo, BAIXA – NENHUMA influênciasobre preços dos derivados ?!

CONCLUSÃO: modo “Reativo” efetiva apenas como ação de curtoprazo !

Modo Proativo: Melhorar a Eficiência Operacional

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ESFORÇOS NA OTIMIZAÇÃO:

■ Cadeia de suprimento

(logística e Distribuição)

■ Processos de produção

(insumos químicos)

■ Processos de formulação

(produtos finais)

■…reformulações

CONCLUSÃO: maioria dos formuladores fizeram a “lição de casa”; frutos mais fáceis já foram colhidos !

Modo Creativo: Ser Inovador e tentar influenciar na cadeia

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■ Redescobrir inovação visível junto aos hábitos do

consumidor ;

■ Criar diferenciação sustentável ;

■ Evitar a comoditização ;

■ Pensar e atuar a longo Prazo ;

■ Estabelecer parcerias estratégicas com atores da indústria

química e de outras disciplinas;

■ … Inovação efetiva hoje é multidisciplinar !

Escopo do Modo Creativo: Ex: Foco nas tendências Laundry

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Escopo do Modo Creativo: Sucesso sustentável combinando nossasfortalezas

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FORMULADOR

■ Mercado e necessidades do consumidor

■ Know-how para avaliação de performance

■ Posicionamento e promoção de conceitos

INDÚSTRIA QUÍMICA

■ Rotas de síntese e produção

■ Know-how analítico, química colloidal, bio-processos, etc…

■ Integração com cadeia “up-stream”

CONCLUSÃO: SOMENTE JUNTOS PODEREMOS INOVAR E ADICIONAR VALOR !

Perspectivas para a IndústriaHOJE e AMANHÃ !

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Apresentador


Although recession was in 2008 the laundry category is still struggling to return to growth. This is due to variety of factors including declining home ownership rate, young adults still living with parents and struggling to find employment. Pods was a breakthrough innovation in 2012 but did not lead to overall category growth and in fact category declines continued. In fact some industry analysts believe by eliminating overdosing pods may have hampered growth. Since 2012 Church & Dwight had been only customer to grow share in liquid detergent as mid tier started to emerge.

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Perspectivas para a IndústriaHOJE e AMANHÃ !

Apresentador


Although recession was in 2008 the laundry category is still struggling to return to growth. This is due to variety of factors including declining home ownership rate, young adults still living with parents and struggling to find employment. Pods was a breakthrough innovation in 2012 but did not lead to overall category growth and in fact category declines continued. In fact some industry analysts believe by eliminating overdosing pods may have hampered growth. Since 2012 Church & Dwight had been only customer to grow share in liquid detergent as mid tier started to emerge.

MUITO OBRIGADO !

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Luiz Antonio M. da Silva+55-12-3955-1405, +55-11-9-9655-4639

[email protected]

REFERÊNCIAS:

1. Beate Ehle: Supply Equation: Value & Innovation – Montreux, 2006.2. The Cleaning Industry: An overview with special focus on future trends,

H&PC, Vol. 9, nº 5, Sep/2014.

Apresentador


We currently have HP 20 and HP 56 K (liquid dye transfer inhibitor) in Persil liquid and unit dose. We don’t believe there is any product in Persil powder but their business is mostly liquid. Wyandotte has samples of Persil formula and developing lower solid options Persil may want to optimize their formula before rolling out to other US customers

mailto:[email protected]

DISCLAIMER

This document, or any answers or information provided herein by BASF, does not constitute a legally binding obligation of BASF. While the descriptions, designs, data and information contained herein are presented in good faith and believed to be accurate, they are provided for your guidance only. Because many factors may affect processing or application/use, we recommend that you make tests to determine the suitability of a product for your particular purpose prior to use. It does not relieve our customers of the obligation to perform a full inspection of the products upon delivery or any other obligation. The claims and supporting data provided in this publication have not been evaluated for compliance with any jurisdiction’s regulatory requirements and the results reported may not be generally true under other conditions or in other matrices. Users must evaluate what claims and information are appropriate and comply with a jurisdiction’s regulatory requirements. NO WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE, ARE MADE REGARDING PRODUCTS DESCRIBED OR DESIGNS, DATA OR INFORMATION SET FORTH, OR THAT THE PRODUCTS, DESIGNS, DATA, OR INFORMATION MAY BE USED WITHOUT INFRINGING THE INTELLECTUAL PROPERTY RIGHTS OF OTHERS. IN NO CASE SHALL THE DESCRIPTIONS, INFORMATION, DATA, OR DESIGNS PROVIDED BE CONSIDERED A PART OF OUR TERM SAND CONDITIONS OF SALE.

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Basf Household 2016-Equacionando valor e inovação

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