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MEXICO BRAND STORIES TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015 19 20 21 22 23 24 PARENT COMPANY Cervecería Cuauhtémoc Moctezuma, SA de CV HEADQUARTERS Monterrey INDUSTRY Beer YEAR OF FOUNDATION 1899 WEBSITE www.sol.com.mx BRAND VALUE US $800 million PARENT COMPANY Gruma SAB de CV HEADQUARTERS Mexico City INDUSTRY Food & Dairy YEAR OF FOUNDATION 1949 WEBSITE www.gruma.com BRAND VALUE US $710 million PARENT COMPANY Impulsora del Desarrollo y Empleo Industrial, SAB de CV HEADQUARTERS Mexico City INDUSTRY Industrial YEAR OF FOUNDATION 2005 WEBSITE www.ideal.com.mx BRAND VALUE US $666 million PARENT COMPANY Grupo Lala, SAB de CV HEADQUARTERS Durango INDUSTRY Food & Dairy YEAR OF FOUNDATION 1949 WEBSITE www.lala.com.mx BRAND VALUE US $639 million PARENT COMPANY Grupo Elektra, SAB de CV HEADQUARTERS Mexico City INDUSTRY Retail YEAR OF FOUNDATION 1950 WEBSITE www.grupoelektra.com.mx BRAND VALUE US $629 million PARENT COMPANY Grupo Palacio de Hierro, SAB de CV HEADQUARTERS Mexico City INDUSTRY Retail YEAR OF FOUNDATION 1891 WEBSITE www.palaciodehierro.com.mx BRAND VALUE US $585 million “El Sol” was first launched in 1899 as a popular beer for the working class. In 1912 the brand was acquired by Cervecería Moctezuma and its name changed simply to Sol. In 1980 it began its successful internationalization in the United Kingdom, and continued its expansion to more than 50 countries in Latin America, Europe, Asia and the Middle East. Its brand portfolio comprises several sub-brands such as: Sol, Sol Cero (first beer to be declared as non-alcoholic in Mexico), Sol Clamato (beer with tomato juice) and Sol Limón (beer with lemon and salt). Sol’s marketing activities have focused on sponsoring Mexican soccer clubs since 1993, but recently it has also ventured into music festivals. Maseca is Mexico’s leading corn flour brand – the base ingredient for tortilla, one of the country’s food staples. The brand was launched following Gruma’s foundation of the first nixtamal flour facility in the world, in 1949. Beyond its home territory, Maseca is also an important player in European, African and Middle Eastern corn grits markets. The brand has been built upon superior quality and the omnipresence of the tortilla across the nation. IDEAL’s aim is to promote the creation and fast development of physical infrastructure and human capital in Latin America. IDEAL was established in 2005 when it was separated out from Grupo Financiero Inbursa. In that same year it was listed on the Mexican Stock Exchange. Its principal activities include the identification, assessment, financial structuring, implementation and operation of long-term infrastructure projects. To date, IDEAL has worked on development projects for highways, electricity generation, water treatment, and multimodal terminals. Grupo Lala is a company devoted to the production and marketing of milk and other dairy products. Born from a small group of milk producers, Grupo Lala now has 18 plants nationwide and 165 distribution centers, delivering products to more than 500,000 points of sale. It also has production plants abroad, in Guatemala and the United States. The main focus of communication by the Group is on its huge portfolio of healthy products. Marketing propositions are built around taking care of those you love with slogans such as “It is so nice to watch them grow”. Grupo Lala joined the Mexican Stock Exchange in 2013. Elektra is a part of Grupo Elektra, founded in 1950 as a company devoted to the manufacture of radio transmitters. In 1957 it started operations as a marketing business, opening its first Elektra store. This remains one of the current business units in the group, together with its sister brand Salinas y Rocha. This brand has 990 stores in Mexico and 199 in Central and South America. Since Elektra targets low-tomiddle class segments in LatAm, each one of its 1,244 branches includes a Banco Azteca, aimed at offering their clients a financial institution that meets their specific needs. Elektra offers products such as electronics, white goods, domestic appliances, furniture, motorcycles, tires, mobile phones, computers, money wire transfers and extended guarantees. In late 2013, Grupo Elektra completed its latest purchase, Blockbuster de Mexico SA de CV, with Elektra becoming the affiliate in charge of handling all 293 Blockbuster stores. Palacio de Hierro has been in Mexico for 125 years and offers some of the world’s most valuable luxury brands, such as Louis Vuitton, Gucci and Prada. From its early days it has been known for its exclusive products, and is responsible for putting an end to the practice of bargaining which was common in the late nineteenth century in Mexico. In 1995, Palacio de Hierro created its slogan “Soy Totalmente Palacio”; a phrase which has found a place in pop culture in the country. Describing itself as more than a department store, it considers itself a lifestyle trend-setter for a sophisticated audience. The brand also has a commercial, credit and real estate division, and a multi-channel approach to e-commerce. 108 109
MEXICO BRAND STORIES TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015 25 26 27 28 29 30 PARENT COMPANY Grupo Modelo, SAB de CV HEADQUARTERS Mexico City INDUSTRY Beer YEAR OF FOUNDATION 1935 WEBSITE www.gmodelo.com BRAND VALUE US $555 million PARENT COMPANY Grupo Modelo, SAB de CV HEADQUARTERS Mexico City INDUSTRY Beer YEAR OF FOUNDATION 1925 WEBSITE www.gmodelo.com BRAND VALUE US $510 million PARENT COMPANY Grupo Modelo, SAB de CV HEADQUARTERS Mexico City INDUSTRY Beer YEAR OF FOUNDATION 1925 WEBSITE www.gmodelo.com BRAND VALUE US $507 million PARENT COMPANY Grupo Aeroméxico, SAB de CV HEADQUARTERS Mexico City INDUSTRY Airlines YEAR OF FOUNDATION 1934 WEBSITE www.aeromexico.com BRAND VALUE US $475 million PARENT COMPANY Grupo Bimbo, SAB de CV HEADQUARTERS Mexico City INDUSTRY Food & Dairy YEAR OF FOUNDATION 1971 WEBSITE www.tiarosa.com.mx BRAND VALUE US $469 million PARENT COMPANY Wal-Mart de México, SAB de CV HEADQUARTERS Mexico City INDUSTRY Retail YEAR OF FOUNDATION 1960 WEBSITE www.superama.com.mx BRAND VALUE US $462 million Victoria beer was first produced in 1865 by Compañía Cervecera Toluca y México, which was purchased in 1935 by Grupo Modelo. This Vienna-style beer is the longest standing in the portfolio of Grupo Modelo (over 150 years). Particularly popular in the regions of central and southern Mexico, it has also been successfully exported to the United States since 2010. Victoria has in recent years re-defined its target market; previously considered a beer for the lower-middle class, now its communication efforts are focused on young and middle-upper class adults. Another beer brand from Grupo Modelo, León positions itself as a young alternative to more ‘adult’ and established brands. Born in Yucatan, León has won important market share elsewhere in the country. It has been leveraging its positioning by associating itself with young and urban cultures, especially through music and music festivals. This is an important trend in the market that has pushed brands to participate in ever-more branded environments and experience-led marketing efforts. Produced since 1900 in Mazatlán, an important port on the Mexican northwestern coast, Pacifico is another brand from Grupo Modelo’s brand portfolio. Pacífico is particularly strong in the Mexican northern states where it has aimed at building a more friend-oriented and relaxed brand image through campaigns that focus heavily on its distinctive taste and its freshness. Originally a government owned company, Aeroméxico began operations in 1934. Today, it is the country’s leading airline. A founding partner of SkyTeam (a global airline alliance), Aeroméxico operates the largest network of routes in Mexico. It provides more than 616 daily flights, flying to 44 domestic and 35 international destinations from the country. The brand focuses primarily on the needs of business travelers by aiming at providing a high quality flying experience. Aeroméxico seeks to continue its leadership in the market through its strengths: an integral offering for business passengers, a vast flight connectivity, attractive strategic alliances and a young, flexible and modern fleet. Tía Rosa is one of the key brands of Grupo Bimbo and specializes in iconic sweet bread and products such as Tortillinas Tía Rosa. Founded in 1971, this brand has managed to generate relevance through a clear promise built around the taste of homemade products. Tía Rosa marked a milestone in Mexico’s food industry when in 1976 it installed the first wheat flour tortilla-making machine. The brand is known for reinterpreting recipes from the country’s rich baking tradition, such as Banderillas, Doraditas and Orejas, and giving them their own particular stamp. This, together with a strong distribution network, has made Tía Rosa one of the key players in the landscape of Mexican food. Superama is the premium store format of Wal-Mart de México, focused on offering quality, convenience and service to consumers. Superama takes advantage of the medium size of their premises to be located close to urban consumers, offering carefully selected products. Superama showed its innovative streak when it developed its phone app and internet sales in response to changing shopping trends. 110 111
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