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HYPERMARCAS'S MARTIM PRADO MATTOS ON BRANDS AND BUYING SPREES IN BRAZIL
Martim Prado Mattos, a senior executive at one of Brazil's biggest consumer goods conglomerates, doesn't have anything against globalization. After all, it has served his country well. But unlike other companies with big ambitions, going global isn't a priority right now for Hypermarcas, the São Paulo-based firm where Mattos is CFO. Expanding the Hypermarcas footprint outside Brazil is "not a short-term objective," he says. After all, he notes, there's enough opportunity to be chasing at home, and any international attempt to replicate Hypermarcas's success -- it now has a portfolio of nearly 200 brands and 4,000 products -- wouldn't "add much in terms of synergies."
But just shy of its tenth birthday, the firm has, by many measures, already cracked the code to growth at home. Often referred to as the "Unilever of Brazil," the firm has a market capitalization of R$31.5 billion (US$20 billion) as of March this year, net 2010 revenue of R$3.2 billion -- up from around R$2 billion the previous year -- and sizable market share in many parts of Brazil's health, beauty, personal care, home care and food businesses, making it number one or number two nationally for products ranging from sweeteners to body lotion to condoms.
That in itself is remarkable. But what is also sparking the interest of the international investor community is that Hypermarcas has built its vast empire using nothing more than an arsenal of tried-and-tested marketing, pricing and distribution tactics, along with a hefty dose of M&A and razor-sharp management of its brands -- "our most important asset," as Mattos says. It's a combination that has made Hypermarcas one of the largest, most diversified companies in Brazil.
MARTIM PRADO MATTOS DA HYPERMARCAS: MARCAS E COMPRAS NO BRASIL
Martim Prado Mattos, diretor financeiro de um dos maiores conglomerados de bens de consumo do Brasil, não tem nada contra a globalização. Afinal