S IM O N S E N
ASSOCIADOS
ABEMD
BRAZILIAN DIRECT MARKETING ASSOCIATION
(ASSOCIAÇÃO BRASILEIRA DE MARKETING DIRETO)
INDICATORS 2009 and FIRST SEMESTER 2010
1
S IM O N S E N
ASSOCIADOS
OUR THANKS TO CORREIOS
FOR SUPPORTING THIS STUDY
2
S IM O N S E N
ASSOCIADOS
TECHNICAL ASSISTANCE
3
INDEX
S IM O N S E N
ASSOCIADOS
Objective
Methodology
ABEMD Indicators 2009
Consolidated Growth: 1st Semester 2010
Conclusions
4
INDEX
S IM O N S E N
ASSOCIADOS
Objective
5
OBJECTIVE
S IM O N S E N
ASSOCIADOS
The objective of this study is to develop a current and
updated basis of strategic information on the direct
marketing sector, encompassing its main segments.
The direct marketing study comprises the estimate of
market size, equivalent to the revenue of services
provided by its several segments.
6
INDEX
S IM O N S E N
ASSOCIADOS
Methodology
7
METHODOLOGY
S IM O N S E N
ASSOCIADOS
The information presented in this study resulted from
analytical treatment of data and information obtained
from primary and secondary sources:
• Primary sources, represented by interviews carried
out with direct marketing service companies, through
their various segments, client companies, government
agencies and trade associations, seeking to develop,
based on these information, knowledge about the
market of the direct marketing sector.
• Secondary sources are represented by elements
extracted from publications and reports of specific
researches, found in several data sources and in the
Data Bank of SIMONSEN ASSOCIADOS.
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S IM O N S E N
ASSOCIADOS
CONSULTED COMPANIES
UPDATE: STUDY ON 2009 AND 2010
• Direct Marketing Companies
• Client/Customer Companies
• Associations and Entities
• 214 Total of Interviews
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CONSULTED COMPANIES:
NUMBER OF INTERVIEWS
S IM O N S E N
ASSOCIADOS
• 2009 STUDY = 214
• 2008 STUDY = 102
• 2007 STUDY = 125
• 2006 STUDY = 183
10
S IM O N S E N
ASSOCIADOS
LOCATION OF CONSULTED COMPANIES
2009
% BY GEOGRAPHIC REGION
South
17
Southeast
59
Northeast
13
Center West
North
9
2
Source: Simonsen Associados, companies interviewed
11
BRAZIL: GEOGRAPHIC BREAKDOWN OF GDP
2008 ESTIMATE
% BY GEOGRAPHIC REGION
S IM O N S E N
ASSOCIADOS
5
NORTH
14
NORTHEAST
7
CENTER
WEST
55
SOUTHEAST
19
SOUTH
Source: Central Bank , IBGE
12
S IM O N S E N
BREAKDOWN OF THE SAMPLE ACCORDING TO
ASSOCIADOS
THE SIZE OF THE INTERVIEWED COMPANIES IN BRAZIL
Gross Annual Sales
in 2009
(Millions of R$ per year)
% of the number
of consulted
companies
> 200
16
> 100 até 200
27
> 50 até 100
33
> 10 até 50
< 10
19
5
Source: Simonsen Associados, companies interviewed
13
INDICE
S IM O N S E N
ASSOCIADOS
ABEMD Indicators 2009
Growth in the First Semester of 2010
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S IM O N S E N
ASSOCIADOS
BRAZIL: DIRECT MARKETING
MARKET SIZE ESTIMATE
( REVENUE )
R$ 21.7 Bi
2009
Source: Simonsen Associados, companies interviewed
15
S IM O N S E N
ASSOCIADOS
BRAZIL: DIRECT MARKETING
GROWTH RATE (LAST YEAR)
R$ 21.7 bi
R$ 19.5 bi
Average Growth
2008 to 2009
(last year) =
11.3% p.y.
2008
2009
Source: Simonsen Associados, companies interviewed
16
S IM O N S E N
ASSOCIADOS
BRAZIL: DIRECT MARKETING
GROWTH RATE (LAST 9 YEARS)
R$ 21.7 bi
Average Growth
(last 9 years) =
R$ 7.5 bi
12.5% p.y.
2000
2009
Source: Simonsen Associados, companies interviewed
17
S IM O N S E N
ASSOCIADOS
BRAZIL: DIRECT MARKETING
MARKET SIZE GROWTH RATES
Growth rate
2008 to 2009
(last year) =
11,3% p.y.
Growth rate
2000 to 2009
(last 9 years) =
12,5% p.y.
Growth rate
1st Semester 2010 compared to 1st Semester 2009
(first semester) =
21,1% p.y.
Future trend according to the point of
view of the interviewed companies
2010 to 2014
(next 5 years average) =
Source: Simonsen Associados, companies interviewed
16,4% p.y.
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BRAZIL: DIRECT MARKETING
S IM O N S E N
ASSOCIADOS
BREAKDOWN BY MARKET SEGMENT REVENUE: 2009 ESTIMATE*
Revenue (R$ mi)
% of total
Internet and E-commerce Services
24.9%
5,400
Call center/ Contact center/Telemarketing
Companies
22.5%
Distribution and Logistics
14.0%
3,040
Print Shops: Printings for Direct Marketing
13.9%
3,020
Technology applied to Direct Marketing
13.8%
3,000
Database and CRM
Direct Marketing Agencies 1.8%
Mailing Lists Suppliers 0.4%
Others 2.4%
4,880
6.2% 1,350
400
90
520
Total M R$ 21,700
* Digital included in several of the segments
Source: Simonsen Associados, companies interviewed
19
BRAZIL: DIRECT MARKETING
BREAKDOWN BY MARKET SEGMENT
AND ANNUAL INCREASE IN REVENUE: 2009 ESTIMATE*
S IM O N S E N
ASSOCIADOS
% of total
Revenue
(M R$)
24.9%
5,400
Internet and E-commerce Services
Variation
2008/07
(% p.y.)
+ 15.6
Call center/ Contact center/Telemarketing
Companies
22.5%
Distribution and Logistics
14.0%
3,040
+ 10.1
Print Shops: Printings for Direct Marketing
13.9%
3,020
+ 9.0
Technology applied to Direct Marketing
13.8%
3,000
+ 8.7
Direct Marketing Agencies 1.8%
Mailing Lists Suppliers 0.4%
Others 2.4%
+ 11.1
400
90
+ 12.5
520
+ 15.6
M = Million
Source: Simonsen Associados, companies interviewed
+ 8.4
+ 17.4
6.2% 1,350
Database and CRM
* Digital included in several of the segments
4,880
Total M R$ 21,700
+ 11.3
20
S IM O N S E N
ASSOCIADOS
COMPARISON OF THE BRAZILIAN
DIRECT MARKETING MARKET SIZE WITH GDP - 2009
GDP
R$ 3,143.0 bi
DIRECT MARKETING
MARKET SIZE
SHARE
R$ 21.7 bi
0.69%
* GDP 2008 = R$ 3,004.9 billion and Direct Marketing R$ 19.7 billion or 0.66% of share.
Source: IBGE
21
S IM O N S E N
ASSOCIADOS
BRAZIL: DIRECT MARKETING
BREAKDOWN BY MAIN INDUSTRIES
(% OF VALUE OF 2009)
Financial Institutions
22
Telecommunications/Utilities
15
Publications and
Subscriptions
10,5
Commerce and Catalogs
10
Automotive
Industry/Autoparts
Fund Raising/Religion
8,5
3
Others*
*: includes several segments, but the main segments are construbusiness and educational
Source: Simonsen Associados, companies interviewed
31
22
S IM O N S E N
ASSOCIADOS
BRAZIL: DIRECT MARKETING
BREAKDOWN BY MAIN INDUSTRIES
(% OF VALUE OF 2009)
Financial Institutions
22
Telecommunications/Utilities
+ 6,4
15
Publications and
Subscriptions
+ 15,1
10,5
Commerce and Catalogs
+ 11,3
10
Automotive
Industry/Autoparts
Fund Raising/Religion
Variation
2009/08
(% p.y.)
+ 17,1
8,5
+ 5,1
3
- 4,7
Others*
31
M = Milhão
Total M R$ 21.700
*: includes several segments, but the main segments are construbusiness and educational
Source: Simonsen Associados, companies interviewed
+ 15,0
+ 11,3
23
BRAZIL: DIRECT MARKETING
BREAKDOWN BY TYPE OF BUSINESS
2009
S IM O N S E N
ASSOCIADOS
B2B
34%
B2C
66%
Total = R$ 21.7 billion
24
Source: Simonsen Associados, companies interviewed
S IM O N S E N
ASSOCIADOS
BRAZIL: DIRECT MARKETING
EMPLOYMENT ESTIMATE: HEADCOUNT
2009
Total
1,225 K Direct jobs
Growth of 8.4% p.y. in 2009
Source: Simonsen Associados, companies interviewed
25
INDEX
S IM O N S E N
ASSOCIADOS
Conclusion
26
CONCLUSION
S IM O N S E N
ASSOCIADOS
• The market size, measured by the revenues of
Direct Marketing services provided, was estimated
in R$ 21.7 billion per year in 2009.
• The average growth rate of the last eight years
reached 12.5% per year, showing the development
of the different segments of the sector.
• The growth of last year, by comparing 2009 to 2008,
reached 11.3% p.y. However, the growth rate
reaches 21.1% comparing the first semester 2010 to
first semester 2009.
• The total headcount in the sector is estimated in
1,225 k employees, with a growth of 8.4% in 2009.
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S IM O N S E N
ASSOCIADOS
WWW.ABEMD.ORG.BR
WWW.SIMONSEN.COM.BR
Indicadores ABEMD
28
S IM O N S E N
ASSOCIADOS
OUR THANKS TO CORREIOS
FOR SUPPORTING THIS STUDY
29
S IM O N S E N
ASSOCIADOS
TECHNICAL ASSISTANCE
30