MINUANO’S CHALLENGE IN THE CLEANING MARKET

Abstract

The real Teaching Case exposed the managerial challenges faced by João Gandolfi, Commercial, Marketing and Trade Marketing Director at Minuano within the Cleaning market, more specifically in the powder detergent segment. The brand was practically born linked to Flora, a company in the Hygiene, Cleaning, Hair and Cosmetics sector belonging to the J&F holding (owner of renowned brands such as Picpay, Swift, Friboi, Matturata, among others). Minuano operates in a complex market, with the presence of strong competitors that are supported by multinationals with decades of operations in Brazil, as well as on many other continents. However, a market that has been experiencing an increase in the use of products due to the change in consumer habits and the good projections generated generate an environment of optimism and good prospects for achieving the brand's objective. Even with the possible good prognosis, João still has a great challenge ahead, having to mobilize, together with his team, several steps to effectively achieve growth in volume and revenue in the powder detergent market through exposure in different channels - Traditional, Cash&Carry, Self-service and e-commerce. The Minuano Case can be applied in courses aimed at technical and professional education that aim to promote an emphasis on the science of Administration, especially that aimed at companies. At the same time, it is also useful and fully applicable in postgraduate and undergraduate courses that promote a greater focus on Marketing. Administration, Advertising and Communication.