Claudia Pamplona inicia a série Granado, Uma História de Química e Amor desde o séc. XIX

Na coluna de hoje, Claudia Pamplona inicia a série Granado, Uma História de Química e Amor desde o séc. XIX.

Fonte: Linkedln da empresa Granado.

A Granado é uma empresa genuinamente brasileira, carioca da gema, fundada por um português no final do sec. XIX e adotada pelo inglês Christopher Freeman, presidente da empresa desde 1994.

Estabelecida desde 06 de janeiro de 1870, na atual rua Primeiro de Março, no Centro do Rio de Janeiro, por José Antônio Cochito Granado, um jovem imigrante português, a empresa comemorou em 2020, 150 anos de história. Para quem conhece o mundo dos negócios, principalmente a economia brasileira, sabe o quão nobre e significante é uma empresa que atua no setor de produção e varejo; no segmento de saúde e beleza, se manter erguida e com um importante destaque no mercado em que atua, por tão longa data. E agora para completar um dos desejos legítimos do seu fundador, a marca começa a entrar de maneira segura nos EUA e Europa.

Veja o que está por trás da tão estimada estabilidade empresarial, um privilégio de poucas marcas e como se configura na estrutura Granado. Afinal, são 150 anos de sucesso. Para comemorar, a empresa presenteou o mercado com a edição especial de cadernos, canecas, canetas, imãs, caixas de sabonete e a moeda comemorativa. Entretanto, o destaque desta temática foi a exposição Granado no Museu Histórico Nacional e o lançamento do livro que registra a história dos 150 anos da Granado (versão português e inglês).

Fonte: Site oficial da loja Granado.

No princípio, a botica vendia produtos farmacêuticos que o fundador representava e comercializava. Mas ao perceber que poderia produzir com qualidade os produtos extraídos da flora brasileira, ainda no final do século XIX, iniciou suas atividades produtivas, atingindo a excelência em curto espaço de tempo, ganhando notoriedade, competitividade e consequentemente o crescimento do seu negócio. A preocupação em atender com qualidade e eficácia, a um mercado latente na época, na área de saúde no Rio de Janeiro, fez da Granado referência na produção de fármacos.

Associado a competência e imbuído da inquietação, o espírito empreendedor, Cochito Granado buscou na tecnologia, a capacidade de estar cada vez melhor. Dentre os importantes títulos que a botica Granado logrou, a Pharmácia Oficial da Família Imperial Brasileira, foi o mais importante, concedido por D. Pedro II. Logo a notoriedade da marca é atingida pela comunidade científica e socialmente.

Junto ao objetivo de ser referência na produção de medicamentos, o empresário de longa visão, um verdadeiro visionário, tinha outras práticas de atuação surpreendente, a sustentabilidade, como a plantação em sua propriedade serrana de aproximadamente de 300 espécies de plantas medicinais que serviam de insumos as pesquisas para produção de novos fármacos, extratos, óleos e essências naturais. A convergência de suas ações, para êxito do seu projeto, também direcionou o visionário Granado para o uso da melhor tecnologia disponível na ocasião para a confecção de materiais impressos que serviam para a propaganda e publicidade da marca, incluindo rótulos e embalagens. Granado também investiu na formação do seu irmão Bernardo para farmacêutico, que elaborou em 1903 a fórmula do best seller da marca, dando origem ao produto centenário, hoje um ícone da marca e da farmácia brasileira, o Polvilho Antisséptico Granado.

Em 1912, a empresa aumentou sua escala de produção e diversidade de produtos com um novo laboratório, considerado o melhor e mais avançado da América do Sul. Observa-se então, que na
primeira fase de sua existência a empresa trabalhou com um mercado favorável, um empreendedor com foco nos produtos e na sua qualidade, diversidade, sofisticação e estilo, buscando formas eficazes de fabricação e viabilidade para chegar aos consumidores. Para ilustrar, apresentamos a linha Helios, o top da perfumaria na época, na versão atual da linha Vintage da Granado.

Foto por Bruno Pottier.

A gestão dos Granados é finalizada em 1994, quando o neto do fundador, Carlos Granado Vieira de Castro, contrata o economista Christopher Freeman para avaliar a empresa e ser vendida. Freeman, realiza o trabalho e encanta-se com a Granado; compra a empresa e passa a ser o seu presidente. O novo empreendedor da marca parece ter a sensibilidade de perceber o alvo do sucesso, aquela variável que nenhum empresário deve dispensar, o responsável por todas as respostas, o tempo.

A nova era da Granado inicia-se com a valorização do tempo, que aponta para as necessidades de mudanças e novas estratégias, como desenvolver novos produtos e o varejo. Em 1994, a empresa focou na produção dos produtos “estrelas”, de grande vendagem, e distribuição para todo o território nacional. Em 2005, o varejo começa a fazer parte de uma nova proposta. Abrem lojas próprias, que hoje somam 81 em todo Brasil e agora na França e Portugal,  retomando uma posição de destaque no segmento de farmácia e perfumaria, no varejo brasileiro.

Mas não  só os clientes,  são apaixonados pela sedutora Granado. Os seus empreendedores ao longo destes anos parecem também tê-la como foco da sua atenção . A família Freeman brinca dizendo:  “A Granado é o 4º filho de Christopher”.

Na segunda parte desta coluna, descubra as motivações, inspirações e até mesmo os segredos que levam o sucesso à Granado. Uma história de Química e Amor, desde o séc. XIX com especial colaboração de Sissi Freeman, diretora de marketing Granado. 

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58 Comentários

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