Reckitt Benckiser makes plans to grow in Brazil

The anglo-Dutch multinational Reckitt Benckiser, owner of major brands of products like See and Vanish, is adopting an aggressive strategy in Brazil to play the billionaire market of over-the-counter drugs (OTC) or OTC (over-the-counter, the acronym in English), which moves R $ 15 billion per year. The Group evaluates the acquisition of assets in this segment in Brazil and in the world, said Jiri Kulik, the company's Vice President for Latin America. In the country, Reckitt has come to evaluate the purchase of laboratory Gaucho Kley Hertz, which commercializes the Resfenol flu, but the negotiations have not advanced.
Last year, the group signed a contract with the BMS (Bristol-Myers Squibb) to market in Latin America by the products of the English pharmaceutical OTC has decided to focus its business on innovative medicines. In Brazil, the Company's best-known products are and Naldecon.
"There are pharmaceutical consider disposing of its OTC Division, which may be of interest," said the Executive, who also does not rule out buying brands available on the market.
Kulik sees the greatest potential for expansion in the OTC market in Brazil. On Tuesday, the company will launch its line of condoms-Durex-vying for space with the national leaders, Olla and Johnny, who belong to the Hypermarcas.
The group founded by João Alves de Queiroz Filho, Júnior, is a leader in non-prescription drugs in the country and also has leading products, hygiene and beauty Division in which Reckitt has a strong presence in Brazil. "We are following the discussions of the industries of the sector with the national agency of sanitary surveillance (Anvisa) to increase the list of products that can be included in the category without prescription," said Kulik. According to him, the increased access of the population to these medicines can leverage the company's sales.
Acronym
The example of global giants like Procter Gamble and Johnson & & Johnson, who came to be identified by the letters P&G and J&J, respectively, the anglo-Dutch multi-industry decided to adopt RB lyrics, since the 1st of January, to simplify your identity.
Yet within its restructuring process, the strategy of the company, whose global turnover is £ 10 billion, is to raise the Health Division's participation in your recipe.
Currently, the home Division (products for cleaning laundry and dishwashers, for example) and hygiene (both personal and cleaning products) represent, together, about 60% of the total sales of the company. The perspective is that by 2016 the health and hygiene divisions reach 70% and 30% stay in the home area. "That doesn't mean that the Group has no interest in more for products such as Vanish and See, but the other areas will grow more," he said.
Since 2006, the major multinational acquisitions are concentrated in the pharmaceutical area, with emphasis in the area of non-prescription drugs. These transactions, which include the contract with BMS in Latin America, from $ 482 million, reach $ 11.2 billion. The Anglo-American company evaluates selling active pharmaceuticals, whose focus is not in OTC.
Emerging countries, according to the Executive, should represent about 65% of sales of the group until 2020. Today revolve around 50%. "Until 2000, the Brazil wasn't among the top ten markets of RB. Now is among the five. "
Source: O Estado de s. Paulo