Lavinia Springmann is majored in Phonoaudiology and is a specialist in Language from CEFAC and Marketing from ESPM. Nowadays she coordinates the Medic Pro sales teams (hospital sales) all over Brazil, and she is in charge of the sales reps teams in São Paulo and Rio de Janeiro for NUK, the leading German company in baby products.

"PREMIUM" positioning in puericulture.

"The current scenario of the "light puericulture" segment, as it is known, keeps on improving and it is a renowned and competitive market with a huge variety of brands and products, whose demand has been increasing mainly in the hospital sector (pediatrics and neonatology). We, from NUK, try to constantly invest in quality and research in order to serve clients and keep them informed about our concern, thus offering a PREMIUM brand by creating an orthodontic concept and reaching a diverse audience".

Legislation X Incentive to scientific studies

"The ideal scenario for the market is, above all, the investment in quality and studies that prove the quality of all products of the line. It is important to highlight that in Brazil there is a great incentive to "breastfeeding" and there are also some laws that disturb our marketing strategies work. Being ahead of competition concerning strategies and information has also being a positive point to us.

We have observed that investment in the main opinion formers has increased, mainly in hospital area (physicians, phonoaudiologists, nutritionists and obstetricians), making our participation in scientific events and medical congresses more relevant, especially in pediatrics and neonatology".

Successful Market expansion

"The increase in investments within medical detailing has been a great positive challenge. Being in charge of products development, customer service and mainly of research that may prove the efficiency, efficacy and the quality of NUK line and the orthodontic concept has also been our main concern."

Therefore, it is known that healthcare professionals (mainly physicians and pediatricians) are our main channels for NUK development. The biggest challenge is to let them know about the importance of the products, our differentiation in quality, the concept of the brand in relation to competition, as well as education in PDV, so that our efforts become more effective".