Since January 2019, following the acquisition of Intradevco, the Sapolio and Dento brands, two concerning home care and oral care, as well as others, have been integrated into the innovation process Alicorp's with which they seek to consolidate their character megabrands. Patricio Jaramillo, our VP of Consumer Products Peru and now General Manager Intradevco said on Day 1 of The Trade how this integration is generating and what growth opportunities detected.
Sapolio and Dento
Patricio said that both teams are integrated in the best way and the first action has been to give a purpose to each brand with a clear intention to create value. "We have an extraordinary company with strong brands such as Sapolio and Dento that with commercial power and effectively expand marketera Alicorp's with a low price strategy, the essence of Intradevco".
Sapolio innovation and home care brands also have a defined strategy. "We now have 12 to 15 new categories, but in this first phase, we are focusing on accelerating innovation of the biggest: bleaches, dishwasher, liquid soap, detergents and oral care. For the second stage, innovation will in other categories. All home care, we have about 51% market share.
For its part, the strategy Dento and personal care is focused on gaining share through portfolio diversification, disponibilizar products, build brands and develop existing ones. "With Dento, for example, with which we are now second in the market, we aspire to more."
Other brands
With regard to other brands, says Patricio which also has growth potential in the market. "Aval, Geomen and Bella give us the opportunity to grow in this market, which in the Peru bill US $ 1.1 billion. In June we began the process of innovation and greater distribution Aval, which gives us great potential to accelerate our 'share' in personal care ".
As our CEO commented Alfredo Perez Gubbins, this integration represents an extraordinary opportunity to continue creating value and welfare. "For many years we have admired the processes of production, distribution and diversification of categories that have given the recognition it has Intradevco, which can add knowledge in brand management Alicorp's".