Mondial: Industry and leadership in small appliances
Founded 25 years ago, the company has between 34% and 38% participation in the Brazilian market of small appliances. We talked with Giovanni M. Cardoso, co -founder of Mondial and the MK group.
Rodolfo pollini rdpa2005@gmail.com
Mondial was founded in 2000. Gradually, with well -defined commercial strategies and investments, he grew and expanded his action market, becoming one of the largest groups in the world in the portable appliance sector. Today, Mondial is part of the MK group, which is also under mine leadership and Alberto Baggianni. The Mondial brand stands out for a democratic positioning, with a broad porting strategically thought to make day to day and consumers' routine and offer the best cost-benefit ratio in their products.
Currently, Mondial represents between 34% and 38% of the Brazilian market of portable appliances.
Are the products they offer in the Brazilian market all of their own production or also import finished products?
With broad and constant investments in our factories, located in Conceição do Jacuípe, Bahía, and in Manaos, Amazonas, we reached an index of 81% billing “made in Brazil” and 19% of imported products, which are also developed by us.
Where do the industrial plant have and with what occupied area and amount of personnel employed?Our main floor is located in Bahia, in the city of Conceição do Jacuípe. In that unit we have 232 thousand square meters dedicated to the production of portable appliances, personal care products and air conditioning. We also have another industrial plant, equally important, located in Manaos, with 51 thousand square meters, where we concentrate the production of our electronic line, such as speakers, sound towers and microwave. In total, our team is composed of 8,500 collaborators.
How do they evaluate the potential of the Brazilian demand of appliances and the expectations of Mondial to continue expanding its share?
Brazil has great territorial extension and a considerable number of electrified households. We see the country with great possibilities, a rising market and with growth potential. Its population is numerous and the saturation level is low.
How do they reach the final consumer?
Our distribution is strategically planned and is one of the key points of our business. Serving the final consumer well is always one of our fundamental pillars. In this way, we constantly build a distribution network through the best retail chains and marketplaces. Currently, offline channels are 65% of sales, while online channels represent 35%.
The industrial plant of Manaos, with an area of 51,000 square meters, and that of Conceição do Jacuípe of 232,000 square meters. Below: three of the Mondial products that will be available in the Argentine market.
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