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S IMO N SEN
ASSOCIADOS
ABEMD
BRAZILIAN DIRECT MARKETING ASSOCIATION
(ASSOCIAÇÃO BRASILEIRA DE MARKETING DIRETO)
INDICATORS 2009
OBJECTIVE
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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.
METHODOLOGY
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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 either in the Data Bank of
SIMONSEN ASSOCIADOS or in other several data
banks.
CONSULTED COMPANIES
UPDATE: STUDY ON 2008
• Direct Marketing Companies
• Client/Customer Companies
•
Associations and Entities
• 102 Total of Interviews
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BRAZIL: DIRECT MARKETING
MARKET SIZE ESTIMATE
( REVENUE )
R$ 19.5 Bi
2008
Source: Simonsen Associados, companies interviewed
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BRAZIL: DIRECT MARKETING
GROWTH RATE (LAST 8 YEARS)
R$ 19.5 bi
Average Growth
(last 8 years) =
R$ 7.5 bi
12.7% p.y.
2000
Source: Simonsen Associados, companies interviewed
2008
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BRAZIL: DIRECT MARKETING
GROWTH RATE (LAST YEAR)
R$ 19.5 bi
Average Growth
2007 to 2008
(last year) =
R$ 17.4 bi
12.1% p.y.
2007
Source: Simonsen Associados, companies interviewed
2008
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BRAZIL: DIRECT MARKETING
BREAKDOWN BY MARKET SEGMENT REVENUE: 2008 ESTIMATE
Revenue (R$ mi)
Internet and E-commerce Services
23.9%
4,670
Call center/ Contact center/Telemarketing
Companies
23.1%
Print Shops: Printings for Direct Marketing
14.2%
2,770
Technology applied to Direct Marketing
14.2%
2,760
Distribution and Logistics
14.2%
2,760
Database and CRM Companies
5.9% 1,150
Direct Marketing Agencies 1.8%
360
Mailing Lists Suppliers 0.4%
80
Others 2.3%
4,500
450
Total M R$ 19,500
Source: Simonsen Associados, companies interviewed
BRAZIL: DIRECT MARKETING
BREAKDOWN BY MARKET SEGMENT
AND ANNUAL INCREASE REVENUE: 2008 ESTIMATE
% of total
23.9%
Internet and E-commerce Services
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Revenue
(M R$)
4,670
Variation
2008/07
(% p.y.)
+ 17.3
Call center/ Contact center/Telemarketing
Companies
23.1%
Print Shops: Printings for Direct Marketing
14.2%
2,770
+ 9.9
Technology applied to Direct Marketing
14.2%
2,760
+ 11.3
Distribution and Logistics
14.2%
2,760
+ 10.4
4,500
+ 11.7
5.9% 1,150
Database and CRM Companies
+ 9.8
Direct Marketing Agencies 1.8%
360
+ 16.1
Mailing Lists Suppliers 0.4%
80
+ 14.3
450
+ 9.8
Others 2.3%
M = Million
Source: Simonsen Associados, companies interviewed
Total M R$ 19,500
+ 12.1
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COMPARISON OF THE BRAZILIAN
DIRECT MARKETING MARKET SIZE WITH GDP - 2008
GDP
R$ 2,889.7 bi
DIRECT MARKETING
MARKET SIZE
SHARE
R$ 19.5 bi
0.67%
* GDP 2007 = R$ 2,597.6 bi and Direct Marketing R$ 17.4 bi or 0.67% of share.
Source: IBGE
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BRAZIL: DIRECT MARKETING
BREAKDOWN BY MAIN INDUSTRIES
(% OF VALUE OF 2008)
Financial Institutions
23
Telecommunications/Utilities
14.5
Publications and
Subscriptions
10.5
Commerce and Catalogs
9.5
Automotive
Industry/Autoparts
Fund Raising/Religion
9
3.5
Others
Source: Simonsen Associados, companies interviewed
30
BRAZIL: DIRECT MARKETING
BREAKDOWN BY TYPE OF BUSINESS
2008
B2B
33%
B2C
67%
Total = G R$ 19.5
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BRAZIL: DIRECT MARKETING
EMPLOYMENT ESTIMATE: HEADCOUNT
2008
Total
1,130 K Direct jobs
Growth of 10.8% p.y. in 2008
Source: Simonsen Associados, companies interviewed
CONCLUSION
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• The market size, measured by the revenues of
Direct Marketing services provided, was estimated
in R$ 19.5 billion per year in 2008.
• The average growth rate of the last eight years
reached 12.7% per year, showing the development
of the different segments of the sector.
• The growth of last year, by comparing 2008 to 2007,
reached 12.1% p.y.
• The total headcount in the sector is estimated in
1,130 employees, with a growth of 10.8% in 2008.