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Interview
Changes in Strategy
In 2009, Nestor Sequeiros became the president of Mead Johnson Nutrition in Brazil aiming to expand business within the national market and make it the leading company in the child nutrition business.
In order to achieve this goal, some quick actions had to be taken: the company moved its head office and the number of employee tripled. Besides, the company, which was settled in Brazil in 1957 and is located in over 100 countries, will increase its investment in marketing campaigns to establish a closer communication with physicians.
During an exclusive interview to Top Team, Sequeiros analyses this scenario and reveals: "We expect that the child nutrition market in Brazil will triple within the next years".
Check out the main parts of the interview:
Top Team: Is the products market for the child segment hot in Brazil?
Nestor Sequeiros: The child nutrition market has steadily increased in Brazil. We expect it to triple within the next years, mainly because Brazil has the best political and financial structure, what really facilitates our work and enables great opportunities for the company.
Top Team: How will you exploit such potential?
Nestor Sequeiros: We bet on launches in order to have a more complete line with specific products for children´s health. Besides, we will invest in marketing campaigns and wide actions for the physicians to enhance the importance of good child nutrition?.
Top Team: After becoming the president, which changes in strategy have you made?
Nestor Sequeiros: There have been several challenges throughout these two years, as for example, moving into a new office, the start-up of a new factory in Brazil and to triple the number of employees, what resulted very positively in 2010.
Top Team: Focusing on Enfamil, which is Mead Johnson Nutrition´s goal?
Nestor Sequeiros: Our goal is to gain market with Enfamil, by expanding the products portfolio to other regions.
Top Team: To wrap up, Mead Johnson has already tried several times to settle down in Brazil without being incorporated to Bristol. Why didn´t it work out before?
Nestor Sequeiros: Actually, Mead Johnson and Company Brazil was set up in the 50´s, following a model of promotion and distribution just for physicians. Ten years later, Mead Johnson became a member of the international group Bristol-Myers Squibb, one of the biggest and well-known health companies worldwide, in charge of innovative therapies in several specialties. Around two years ago, in 2009, Mead Johnson Nutrition became an open capital company, listed as "MJN" in the New York Stock Exchange (NYSE), dismembering from the Bristol-Myers Squibb group.
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