DREAM BIG: How the Brazilian Trio behind 3G Capital - Jorge Paulo Lemann, Marcel Telles and Beto Sicupira - acquired Anheuser-Busch, Burger King and Heinz by Correa Cristiane

Author:Correa, Cristiane [Correa, Cristiane]
Language: eng
Format: azw3, epub
Publisher: Primeira Pessoa
Published: 2014-04-20T16:00:00+00:00

“His appearance at the company was like someone completely different from anything we could imagine. He arrived wearing jeans, running shoes with no socks, a diver’s watch on his wrist and carrying a backpack. Everybody at Brahma wore suits, ties, everything correct, groomed, clean shaven. Marcel was the opposite. I really thought he was odd... One day, he appeared in my office, told me what he was planning to do and asked my opinion. I replied that he should really go ahead and change the company and that I would probably be the person most hit by the situation that the company had lived through until then. I was marketing director, but Brahma never intended doing any marketing. I reported to a committee of people who knew absolutely nothing about marketing or the market. It was frustrating. I was criticized for traveling too much to get to know the market. People said sarcastically that I should work in an area called “Brahmatur.” How can you create a marketing strategy for a company if you don’t know what’s happening on the market, what’s happening with the client and distribution? I told Marcel he needed to change the whole marketing department, including perhaps its director.”

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