LatAm 2015: MEXICO | TOP 30 MOST VALUABLE MEXICAN BRANDS | 16-30
Sanborns has grown from a single pharmacy into a large department store chain.
Sanborns is not only a restaurant and bar, but its selling space also includes a wide variety of departments such as jewelry, bakery, book store, electronics, and pharmacy, among others. Founded in 1903 as a small pharmacy, the format first expanded through adding a soda fountain in 1918. It opened its first branch (La Casa de los Azulejos – a building that even became a tourist attraction in Mexico City because
of its architecture) in 1919. It was acquired in 1985 by Grupo Carso, and in 1999 Grupo Sanborns was created, connecting Saborns to brands such as Sears, iShop and Mix Up. In 2007 the Group was removed from listings in the Mexican Stock Exchange, but joined again in February 2013.
Marinela was created in 1954, initially as a bakery with the aim of incorporating pastries into the Mexican daily diet.
With this mission in mind, ‘Gansito’ was created as the first industrially manufactured pastry in Mexico.
Gansito was so successful that when Bimbo purchased Marinela, the latter maintained an exclusive distribution means for its star product. But Gansito is far from being the only star in Marinela’s portfolio, it has many widely appealing options. In 1980 the brand expanded to the United States, and in 1992 entered the South American market.
Soriana started in 1905 as a business that only sold fabric, until 1958 when it incorporated a self-service store.
The brand continued to grow but only in the northern area of Mexico until the 90s, when the decision was made to start operations in the central area of the country. By 2000 there were 100 stores nationwide, and new formats were created for the brand during that decade: the City Club price club and Super City convenience stores. In 2007, leasing rights were purchased from Gigante for over 200 stores. In early 2015, they agreed to purchase 160 stores from competitor Comercial Mexicana. Soriana currently has over 670 stores countrywide.
“El Sol” was first launched in 1899 as a popular beer for the working class.
In 1912 the brand was acquired by Cerveceria 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 Limon (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-to- middle 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.
Victoria beer was first produced in 1865 by Compana Cervecera Toluca y Mexico, 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, Leon positions itself as a young alternative to more ‘adult’ and established brands.
Born in Yucatan, Leon 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
Produced since 1900 in Mazatlan, an important port on the Mexican northwestern coast, Pacifico is another brand from Grupo Modelo’s brand portfolio.
Pacifico 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, Aeromexico began operations in 1934. Today, it is the country’s leading airline.
A founding partner of SkyTeam (a global airline alliance), Aeromexico 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. Aeromexico 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.
Tia Rosa is one of the key brands of Grupo Bimbo and specializes in iconic sweet bread and products such as Tortillinas Tia Rosa.
Founded in 1971, this brand has managed to generate relevance through a clear promise built around the taste of homemade products. Tia 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 Tia Rosa one of the key players in the landscape of Mexican food.
Superama is the premium store format of Wal-Mart de Mexico, 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.