Mondial enters new business

Giovanni Marins Cardoso, founding-partner at Mondial Eletrodomésticos

Company diversifies operations with the segments of Gamer and Office

Mondial Eletrodomésticos grows solidly. As the youngest of the portable appliances companies (created 19 years ago), it is present with the average of three products per house. It is now entering new businesses with the gamer and office lines, expanding categories that will be in the market in November this year. “These are differentiated lines developed with high performance, design and better cost-benefit,” says Giovanni Marins Cardoso, founding-partner of the company.

The development of the new brands – the X-Zone, addressed to the gamers world, and the Movitec Office, concerning electronic equipment and supplies for computers – required the hard work of 52 professionals at Mondial, in Asia, together with the engineering team of the company in Brazil for 15 months. The products were developed within an innovative standard of high quality, performance and comfort, with intermediary price placement, says Giovanni. “They will have the best cost-benefit relation and they will have a more modern and innovative appearance in the market.”

The new lines, initially, have a total of 22 products, while another 32 ones with design and technology will be launched until the next Eletrolar Show & Latin American Electronics, in July 2020. Among the highlights of the X-Zone Gamer, we have mechanical keyboards with aluminum surface, semi-mechanical lighted ones, and standard ones, with three-year warranty, RGB and LED headsets with holder, combo with keyboard, mousepad, mice of up to 16,400 DPI and gamer chairs. The brand Movitec Office has wired and wireless optical mice, wired keyboard, combo with keyboard and wireless mouse and USB charger.

Up to date with the market

With 401 products in line, the company is proud of all the researches to be constantly aligned with national and international markets. “Mondial has become relevant for the retail by constantly adding innovations to the portfolio. The retail sector trusts the brand. Among the 20 products sold in the segment, seven are ours. We have complete lines addressed to kitchen, air, ventilation, heating, personal care, audio and video and tools. Today it is possible to open a store with only Mondial products. The penetration into new segments is just a matter of time,” he states.

In Brazil, 48% of the company portfolio is sold in the Southeast region, 24% in the Northeast, 12% in the South, 8% in the North and 8% in the Central-West. More than 50% of the sales is made through physical stores of appliances. The second place remains with hyper and supermarkets. E-commerce accounts for 16%. In the external market, it sells to Europe through Barcelona, Spain and South America – the brand is present in 27 countries.

Mondial has plants located in Bahia and Manaus and it has business units in China. The company goes on with a strong advertising campaign in which the main objective is to get the consumer to know a bit more of the company and to call the attention to the Mondial brand, which is already in most of the Brazilian households. The campaign is featured by Rodrigo Hilbert, a name chosen after much research. “He has charisma, friendliness and synergy with the brand, besides of being greatly close to the target audience,” tells Giovanni.



Fonte: Revista Eletrolar News ed. 133

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