How to Place Your Products in Major Retail Chains
Decoding the architecture of the Mexican market to design a winning strategy.
Expert Speaker: Patricio De Ajuria (GM2)
The Market Reality
"Many markets in a single geography"
"Mexico is a massive consumption powerhouse, but its entry cannot be improvised. It is a highly fragmented market of 130 million inhabitants, where cutting-edge technology coexists with traditional channels that operate in cash."
The 5 Macro-Channels for Success
Don't try to be everywhere; define where to play and how to win.
Modern Channel
Self-Service & Department Stores
These are "aspirational showcases." They don't just move volume, they build brand.
- Challenge: High margins and long payment terms (+120 days).
- Key: Trade marketing and visual experience.
Convenience
OXXO, 7-Eleven (40k Points)
A "lion's share" channel that demands immediate profitability per square meter.
- Challenge: Impressive rotation from day one.
- Key: Immediate value for the "on-the-go" consumer.
Traditional Channel
MSMEs & Small Shops (1M Units)
The base of the pyramid. They generate 71% of employment and pay in cash.
- Segmentation: Diamond, Gold, and Silver.
- Opportunity: Fintech Services and proximity.
Wholesalers
Route to the B2B Market
The bridge to reach small shops. They move 47% of merchandise.
- Risk: Breaking the pricing architecture.
- Key: Offer B2B value, not just product.
Direct & Digital
E-commerce, Apps, Marketplaces
Considering the consumer's "Dual Personality" (Physical vs. Digital).
- Data: 70% of online sales occur in Marketplaces.
- Strategy: Mandatory Omnichannel approach.
The Methodology
Don't improvise. Apply Commercial Engineering:
- Value Proposition: Is it operationally viable?
- Sales Model: Pre-sale, self-sale, or digital?
- Customer Management: From attraction to loyalty.