Kicking off day two at this year’s IBC Global Forum here in Mexico City, the audience of global business professionals heard from Miguel Mesinas, General Director of ICONO Comercial who discussed the positioning of brands in the Mexican market.
Among his observations regarding the Mexico market were:
-Big changes are afoot
-Crate & Barrel is in Mexico City but results are not there; they have discovered that the Mexico market is not like US
-There are 120 million people in Mexico
-US$1500 is the monthly household income
-Pricing a challenge
-US$5-US$6 per day minimum wage
-Amazon is coming and will change the entire pricing structure at retail
-Delivery costs will be a challenge for Amazon
-Premium cleaning products may be challenged as the home owners do not clean themselves
-Miguel has his own team in Liverpool etc. managing the presentation and inventory
-Best Buy has 13 stores in Mexico
Mr. Mesinas’s PowerPoint is available to IBC members here.
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About the Speaker:
Miguel Mesinas
General Director
ICONO Comercial
Miguel Mesinas has experience in international marketing in various sectors of wholesale and retail, with a focus on launching and positioning of US and European brands in the Mexican market.
From 2001 Mr. Mesinas served as General Director of Mexico Nautica and Nautica Jeans, positioning the company as a major players in the segment through department and specialty stores in Mexico. During his tenure at the company, the market share grew 30% operating and logistics costs were greatly reduced. From 2003 to 2005, Mr. Mesinas ventured into projects related to the environment and new business for Domos Group, a Monterrey-based company, seeking growth in areas requiring short-term investments.
Currently, Mr. Mesinas is the General Director of ICONO Comercial. ICONO represents more than 15 global brands in the Mexican market, has licensed leading brands in the industry and has developed four own-brands in Europe and Asia. ICONO’s main distribution channels are department stores, supermarkets, price clubs and specialty shops.
Mr. Mesinas received degrees in Industrial Relations and Business Administration at the Universidad Anáhuac del Sur, where he also obtained his MBA with a concentration in international marketing.
