Seizing the Future: Proactive Transformation in the Face of a Complex Competitive Landscape

Pablo Serafin, Chief Commercial Officer, Araujo
Leonardo Lage, Competitive Intelligence Manager, Drogaria Araujo

Third-generation Brazilian entrepreneur Modesto Araujo has overseen Drogaria Araujo’s growth from 8 stores to more than 170 and driven powerful innovations including 1-hour delivery and a growth from 5,000 SKUs to 20,000 SKUs to provide shoppers with convenient options in food, beauty, pet supply and vitamin/supplement options. Facing dramatic competitive landscape changes, including aggressive market entry from a nationwide Brazilian and CVS drugstores and the rise of Walmart and other discount and supermarket chains, Araujo has stepped up with a three-pronged transformation strategy – technology, organization, and process – to proactively compete. Hear how the organization is rapidly and systematically continuing to evolve and fine-tune their price optimization practices and their approaches to assortment and category management as part of a comprehensive end-to-end strategy from purchasing to pricing.


About the Speakers

Pablo Serafin, Chief Commercial Officer, Araujo

Pablo Serafin, Chief Commercial Officer, Drogaria AraujoPrior to joining Drogaria Araujo, Pablo Serafin worked as a commercial executive in several multinational companies in the mining, food, real estate and wholesale industries. He holds a B.S. in Chemical Engineering from the Federal University of Minas Gerais and a M.B.A. from Cimba University in Italy.

 
 
 
Leonardo Lage, Competitive Intelligence Manager, Drogaria Araujo
Leonardo began his career as a business consultant in Brazil and abroad for 10 years. After leaving the consultancy, Leonardo dedicated his career to market intelligence, and today he is Competitive Intelligence Manager at Drogaria Araujo. Leonardo holds a B.B.A. in Business from Federal University of Minas Gerais and a M.B.A. from Fundação Dom Cabral.