Latin America
Polymer Additives And Elastomers In Latin America
Brenntag Latin America is increasingly concentrated on specialty chemicals. The new field of polymer additives and elastomers has already proven highly successful.
Photo: DOG-Chemie
Brenntag Latin America conducted a market study in late 2006. The 2005 figures indicated a distribution volume of some $100 million for polymer additives and elastomers and strong growth in Latin America. At 11,000 km long and 5,000 km wide however, the dimensions of this market are immense, with gigantic forests and long mountain ranges. Manufacturing is relatively limited in the area from Mexico to Chile and from Ecuador to Brazil. A large share of articles of daily use must be imported. The varying laws from country to country also hinder business activity. But it is amazing what Brenntag LA has achieved despite these difficulties. Michael Hansson, Director of Strategic Sourcing for Brenntag Latin America, explains: "By providing thorough marketing intelligence to principals and customers supported with an unmatched and proven logistics network, we are certain that we will be able to outperform the growth expectations of our suppliers. We are committed to being the partner of choice for the distribution of specialty chemical products." Outstanding Employee Training A key component in this strategy is a sales force with outstanding training. Regional managers have been assigned responsibility for local sales structure and strategy at Brenntag Latin America, including Carla Castro (Mexico and Central America), John Penuela (Andino Norte) and Marcelo Nacif (Cono Sur). They all have many years of experience in these markets and have succeeded in attracting numerable renowned customers and suppliers within a short period of time. These managers and their sales teams convince local customers through meticulous lead management including product samples, sales literature and comprehensive product information in close cooperation with suppliers. Brenntag is establishing itself in the market as a full-service supplier. Mark van der Meulen, Development Manager for Polymer Additives & Elastomers, reports: "As a result of Brenntag’s ongoing commitment to improving quality and safety, we are the leading distributor in Latin America. As such, we target the top end of the market and offer an added value package, to both customer and producer. Our value proposition is based on selling branded products, in combination with service." In addition to distributing top-quality products, Brenntag offers outstanding technical support to ensure that it achieves its ambitious goals. On the basis of this philosophy, Brenntag Latin America sought and found suppliers with similar goals. "In the meantime top-quality manufacturers actively pursue us to have their products placed at Brenntag," Mark von der Meulen is pleased to report. In distributing polyolefins and PVC additives, Brenntag Latin America works for example with Songwon, the second-largest producer in the world in terms of both product range and capacity. For rubber additives, Brenntag partners with Sinorg, Kemai and Deutsche Oelfabrik (DOG). The cooperation with DOG was recently established, thanks to an introduction from Brenntag Nordic which had several years of good experience. Other partners of Brenntag in Latin America include Sekisui, Rhodia, Silberline and Wacker (see also: "Selected Specialty Chemicals Suppliers"). Michael Hansson adds: "Every partner is analyzed with respect to potential synergies and common objectives." Transparency In Communication Brenntag is in the process of branching out into additional specialty fields outside the traditional Latin American domains of Agro and Oil & Gas. The main focus will initially be on Personal Care, Paint Inks, Coatings, Adhesives and Polymer Additives & Elastomers. It is essential to keep close track of the developments of all product lines involved. In order to make communication between all parties as transparent as possible and facilitate mutual understanding of priorities, Brenntag recently introduced a web-based Sales Efficiency Tool (SET). It gives selected partners in the supply chain online access to relevant information on current projects. This enables Brenntag Latin America to provide transparency, which is essential in marketing specialties. "The combination of technical development, logistics security, quality suppliers and open communication made possible for instance with SET is the key to growth,” comments Michael Hansson. "The transparency we provide by giving our strategic partners access to a web-based tool will definitely be a very important component of our future success." SELECTED SPECIALTY CHEMICALS SUPPLIERS The laboratories, offices and production facilities of DOG-CHEMIE have been based at the Port of Hamburg since 1902. DOG-Chemie is internationally active as a specialist in additives for the rubber, lubricant and coating industries. Brenntag Latin America works closely with its sales and technical customer support departments.
SILBERLINE is a world leader and global supplier of high-quality special effect and performance pigments that dramatically enhance the visual appeal of coatings, paints, inks, plastics and textiles. Brenntag serves as Silberline’s distribution partner in Mexico.
SONGWON Industrial Co., Ltd. is the world’s second-largest manufacturer of phenolic and phosphite antioxidants. The range of products distributed by Brenntag includes Songnox® phenolic and phosphite antioxidants, Songstab stearate, Songsorb® UV absorber and Songlight hindered aminic light stabilizers. Contact: Mark van der Meulen mvandermeulen@brenntagla.com Further information:www.brenntagla.com www.dog-chemie.de www.silberline.com www.songwonind.com
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