The future of the distribution sector in Brazil may well depend on the negotiation skills of a Swedish marketing expert and a French magnate of finance.
Lars Olofsson, Executive Director of Carrefour, and Jean-Charles Naouri, his counterpart at Casino, compete for the number one Brazilian distribution Grupo Pao de Acucar (GPA), a valuable market share in the seventh global economy.
Carrefour intends to merge its local branch with GPA to create a retail giant weighing about 27% of the Brazilian market of food distribution.
A victory would ensure the Swede Lars Olofsson, 59, a significant boost at a time when he tries to get out of the rut the group after starting three warnings about its benefits in less than a year.
But before him, Jean-Charles Naouri, 62, intends to defend the position of Casino in the Brazilian market, and warned that its controlling stake in GPA made illegal incursions of rival Carrefour.
Casino is indeed a shareholder of Grupo Pao de Acucar (GPA) up to 43.1% of the shares and exercise operational control on par with the billionaire Abilio Diniz – Chairman of the Board of Directors of the Brazilian distributor – in the Wilkes holding.By exercising a purchase option in Wilkes Casino also has the opportunity to be sole master on board from June 2012.
The battle for the Brazilian market – which represents some 230 billion dollars in revenue each year – is likely to be resolved in the political corridors and courts.
Olofsson, MARKETING AND COMMUNICATIONS
Lars Olofsson has spent 32 years in the Swiss giant Nestlé food before being propelled in 2008 to head the world's second largest distribution, supported by Bernard Arnault and U.S. real estate fund Colony Capital, former shareholders of Carrefour within the alliance Blue Capital.
At the head of Nestlé in France and Europe, Lars Olofsson has advanced the group's profitability and has earned a reputation as an expert in marketing and communication.
"This is a man who can kick ass people, without really bothers them," said James Amoroso, a consultant who has clients such as Carrefour and Lars Olofsson known for over ten years.
Six months after his arrival at the head of Carrefour, Lars Olofsson announced a comprehensive restructuring plan over three years through drastic savings of 4.5 billion euros.
Last September, he unveiled Carrefour Planet, a new hypermarket concept whereby – in return for 1.5 billion euros of investment – it is hoped that the hypermarkets end up slowing the favor of consumers in France and Europe .
But the results so far have been mixed, and doubts arise about the ability of Lars Olofsson stand up to Blue Capital.
Earlier this year, Blue Capital has thus forced to support a plan to split the group of real estate assets, triggering a sharp dispute within the group, as the stock market.
Lars Olofsson had no choice but to postpone the draft terms of division, but showed he could be ruthless, winning the departure of James McCann, executive director of Carrefour France and leading critic of the plan of division.
"This is someone who can work in teams. He listens to advice and he can share the work," said Maurice Levy, CEO of Publicis. "He's a friendly people.This is an advantage, but the downside is that sometimes it does not push enough. "
It will, however, that Lars Olofsson make tough if he intends to overcome the opposition of Casino, which not only ruled illegal the merger of Carrefour with GPA, but has already initiated arbitration proceedings against Abilio Diniz to enforce the shareholders that binds to Casino.
NAOURI, the infallible INTELLECTUAL
Born to a doctor father and a mother an English teacher, Jean-Charles Naouri seemed destined for a bright future right out of the Ecole Normale Superieure and the Ecole Nationale d'Administration (ENA).
He started his career in government departments, including finance, where he was chief of staff Socialist Minister Pierre Beregovoy in the 1980s, before converting to the private sector and join the Rothschild bank in 1987.
"It is extremely bright and you can be sure he always three moves ahead," slips one of his employees, saying his "determination and tenacity."
Passionate opera buff Greek and Latin, Jean-Charles Naouri was found in the distribution sector through Rallye, the holding company which controls 38.5% stake in Casino.
In 1992 he made his debut in the environment by countering a hostile takeover of the group Promodès, which will then be taken over by Carrefour.
Casino became CEO in 2005, Jean-Charles Naouri managed to straighten the group by offloading its loss-making activities and opening the high-growth emerging markets such as Brazil, Vietnam, Colombia and Thailand.
An analyst who knows the man describes as "very bright and very demanding" and said he was not surprised by his firmness in the Brazilian case.
Casino recently received some letters seized from his rival Carrefour can be kept by bailiffs to be possibly used in court.
Moreover, according to a source familiar with the matter, Jean-Charles Naouri went to Brazil to meet with officials from the Brazilian National Bank of Development, which supports the merger, Carrefour said Saturday GPA but no funding would be committed without Agreement Casino.
Despite its firmness displayed so far, those who know him say that Jean-Charles Naouri could consider a compromise. Last year, he had thus reached an agreement with Lars Olofsson by acquiring the assets of Carrefour in Thailand.
"It is no fun and it's not a choir boy. But it will not crash. He knows his interest and he could negotiate," said one analyst.