SHAPE Magazine 1 / 2013 - SCA

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ECONOMY Today, SCA has two global brand platforms, but it aims to raise that number to between six and 10 in the future. In a world of increasingly similar needs, hygiene products can be developed to work in all markets. text GÖRAN LIND photo GETTY IMAGES TENA FOR INCONTINENCE CARE and Tork for Away From Home tissue products are long-established global brand platforms from SCA. But SCA aims to develop more brands to be sold worldwide, each with revenue of at least 1 billion euros. “The goal is to establish six to 10 global brand platforms in hygiene products,” says Christoph Michalski, president of SCA’s Global Hygiene category. “This includes both expansion of existing products and new products. One of the great benefi ts of global brand platforms is economies of scale, particularly in the research and development stage. It’s all about being able to spread the costs over larger volumes and to roll out fast.” 18 SCA SHAPE 1 2013 MORE GLOBAL BRANDS ON THE WAY The strategy is based on growth in existing markets and expansion into new markets in Asia, Latin America. “In hygiene care, needs are very similar,” Michalski says. “People ask for basically the same things whether in Scandinavia or in China. But that does not mean that the brand name is the same everywhere. The same product can be sold under diff erent trademarks in diff erent markets.” THE POTENTIAL FOR growth is great in emerging markets. While needs are global, diff erent regions have large diff erences in consumption. For example, sales of incontinence products in the Western world are 10 times higher per person than in emerging countries. The diff erence is about the same for baby diapers if you compare Asia with Western Europe and North America. Another factor in favor of SCA’s own brands in emerging markets is that their market structure diff ers from that in the West. “In Europe a large share is sold through the retailers’ own brands, while emerging markets in Asia are dominated by producer brands,” Michalski says. “The goal is to establish six to 10 global brand platforms in hygiene products.” “ In hygiene care, needs are very similar.” Christoph Michalski, SCA
Nouvelle serviette Nana Dry Fast elle absorbe plus vite que jamais*. *comparée aux anciennes serviettes Nana ultra “ Vite fait, bien fait. S’il y avait une expression pour décrire Lola ce serait celle-là. Une fonceuse effi cace. Alors lorsqu’elle entend parler du nouveau truc qui vient de sortir, qui fait les choses bien et vite, elle n’hésite pas une seconde, elle le prend, elle l’essaie, vite fait, bien fait. ” SCA HYGIENE PRODUCTS – S.A.S. au capital de 83 390 129 € - RCS Bobigny 509 395 109
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SHAPE Magazine 1 / 2013 - SCA

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