Global marketing and trends 10 2016

China, Singapore, Mexico
Marketing & Trends
October 2016
(presentation given to a large producer of dairy products)
Craig Letourneau
AmeriChannels, LLC.
AmeriChannels, LLC 2016

China
Mexico
Singapore
Where to
start and
what to do?

Find Resources That Have Done It Before
There is nothing worse than learning through trial and error
• Culture, customs and language
• Roadblocks and opportunities
• Best go-to-market approach
• Utilize “Best Practices”

Find Resources That Have Done It Before
There is nothing worse than learning through trial and error

Find Someone Who Has Done It Before
Culture – Culture - Culture
Everything needs to be acceptable with the
customs and culture of the region where you
are doing business
• Consider colors
• Truth in advertising
• Humor
• Product names
• Product packaging design

Don’t Ignore the Language
• Because customers speak English it isn’t always the best option
• The product itself may not need to be adapted to a local market, but
sales materials, packaging, training and more may need to be reviewed

Don’t Ignore the Language
Client Story: Software company doing business
in the Netherlands
• English is mainstream in Amsterdam
• English taught in schools
• Approximately $250K in sales with the product
distributed in English
• Dutch version increased sales to over a $1M in
just over a year

Utilize Best Practices Whenever Possible
Keys to success
• Focus on a few countries/regions to increase
sales and increase the chances of success
o Prioritize and increase penetration in a few countries
rather than taking on more than you can effectively
handle
• Implement a internal marketing strategy
o Build a company culture that thrives on being a
global business
• Always have a backup Plan B for the unexpected

Focus like P&G
• In terms of global expansion, P&G's old strategy
involved an "all-in" focus on rapid expansion*
• At the beginning of 2013, P&G decided to
narrow its global scope. It now focuses on 10
emerging economies that included Brazil, China,
South Africa, Mexico, Nigeria, and Poland*
• By narrowing its scope, P&G became better at
localizing its marketing strategies*
• Today, P&G gets the majority (64.6%) of its sales
outside North America**
*http://www.fool.com/investing/general/2013/
10/27/how-procter-gamble-is-conquering-
emerging-markets.aspx
**http://www.usatoday.com/story/money/busi
ness/2014/09/07/procter--gambles-global-
reach-changing/15205713/

Build an internal “global” company culture
Management involvement
o Regular mention of international accomplishments at company
meetings and communications
o Frequently reinforce the strategic importance of international
Meet with all stakeholders
o Explain the importance of their role and why they should get on
board and be an active participant in the process. Otherwise,
you’re always swimming upstream to get things done
o Encourage them to attend seminars, conferences, association
events and training
Constantly communicate internally
o Internal International Press Releases or other internal
announcements
o Periodic newsletter
o Celebrate accomplishments

Plan for the worst
• Worlds 7th largest container
shipping company in the world
files for bankruptcy
• Ships full of containers stuck at
ports throughout the world
• Fleet of 98 container vessels
• Approximately 6,000 employees
http://www.joc.com/maritime-news/container-
lines/hanjin-shipping

Determine The Best Way To Enter The Market
There are many different go-to-market strategies
Company
Distributor/Rep
Retailer/Grocery
Brick & Mortar or Online
Your Customer
Internet

Sell Engage Protect
Prospect Qualify Close
Make a
member of
the family
Defend &
keep
existing
customers
productive
and satisfied
Sell – Engage – Protect (SIP)
Channel Model
SEP Philosophy
attract new
customers
why to buy customer
makes the
purchase
decision

GTM
Channel
Sell Engage Protect
Programs,
collateral,
price and
promotions
Prospect Qualify Close
Make a member of
the OV family
Keep existing
customers
productive and
satisfied
Reps
• Product Sell
sheets
• Partner Pricing
• Benefits piece
• Positioning
• Distributor
Evaluation
Checklist
• Pricing &
Promotion
Examples
• Agreement
• Training
• Ongoing
Marketing
Support
• Territory
• Trinkets & Trash
• Regular Ongoing
Training
• Competitive
Intelligence Info
• Special
Incentives or
programs to
drive sales
• Margins
Distributor
• Product Sell
Sheets
• Pricing
• Benefits Piece
• Ongoing Support
• Retail/Etail
Selection
Evaluation
• Pricing
• Promotion
Examples
• Agreement
• Launch Plans
• Ongoing
Marketing,
Promo &
Support
• Regular Ongoing
Training
• FAQ, FBRs
• Unique
Marketing &
Promotional
Plans
Retailer
• Shelf talkers
• Signage
• POP Displays
• Product brochures
• Coupons
• Discounts
• Sample Tables
• Benefits of
Organic
• Special Offers
• Co-marketing
• Loyalty Program
Participation
• Coupons
• Special Offers to
Loyalty Program
Customers
eTailer
• Banners & Ads
• PFC content &
Keywords
• Product FBRs
• Product Info
• Special Offers
• Sample Tables
• Benefits of
Organic
• Special Offers
• Co-marketing
• Free Shipping
• Loyalty Program
Participation
• Coupons
• Special Offers to
Current
Customers
SIP Model Philosophy

Partner Selection
Distributors and Reps
• Create a list of what is most important in the relationship – See the
“Partner Evaluation Tool” worksheet from ExporTech to begin your list
• Assess the strengths and weaknesses of the potential partner to find the
best fit – understand how to build on and leverage the strengths. Don’t try
to change the partner
• Always be aware that cultural differences play a subtle and complex role in
how partners are motivated
• Always perform your due diligence on the partner. The wrong partner can
be a painful experience
Local Region Company Employees
• Local staff is not always preferable. Rep firms, distributors or partners
often provide the appropriate sales coverage needed
• Local laws and regulations differ, but often are more stringent than
employment laws in the US. Letting someone go can sometimes be difficult

Retail ecommerce sales
will increase to $4.058
trillion in 2020, making
up 14.6% of total retail
spending that year
Internet/Online – WW Retail Growth
https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-
Sales-Will-Reach-1915-trillion-This-
Year/1014369?ecid=mx1399&1&mkt_tok=eyJpIjoiTjJaa1l6QXpaV00
0WkdWbCIsInQiOiJkYmJ5VEF0VnF4dEZHZ1ZyaVNMV3NIWmhnR0Fx
cG1oa0VKNUsxVXlTWjJ4U3AxOWs1a3g0M1FsNHlabXdSMTRKUW1k
TG5XMFdpUUtEbXE4TzJWTXdzZmJrSEowY2dRRDYxdUZ3UjRKb2puV
T0ifQ%3D%3D

• Total worldwide sales of fast-moving consumer goods
(FMCGs - includes processed foods, soft drinks and
toiletries that sell quickly and at relatively low cost) grew
just 1.6% in the 12 months ended in June 2016
• Online sales of FMCG grew by 15% during the past year
and account for 4.4% the market
• Online grocery sales top $48 billion worldwide
• By 2025, grocery e-commerce will grow to 9% of the
market and be worth $150 billion worldwide
Internet/Online – WW Grocery Growth
https://www.internetretailer.com/2016/10/06/online-
grocery-sales-top-48-billion-worldwide

• Internet Penetration*
• China >52% 721,435,00 users
• Mexico >45% 58,017,000 users
• Singapore >82% 4,699,000 users
• Popular Search Engines**
• China Baidu 55%, Qihoo 28%
• Mexico Google 94%
• Singapore Google 92%
• Yandex in Russia, Naver in Korea
Internet Statistics
*http://www.internetlivestats.com/internet-users-by-
country/
**http://returnonnow.com/internet-marketing-
resources/2015-search-engine-market-share-by-country/

Social Media

Word of Mouth (WOM)
The role of social media
• Organic vs Proactive WOM*
– Organic, what happens, happens. You have no way to shape this conversation.
Only to impact its content by providing the best brand experience
– Proactive WOM, is about tools, campaigns and tactics that shape the
conversation around your brand
• Social Media has become synonymous with WOM. It’s the perfect venue for WOM
online
– But always consider the off line implications of this strategy. To impact WOM
offline, consider all of the touch-points customers and potential customers
have with you brand, product or service*
– In the US for example retailers are blending online and offline commerce.
With a drop-off in retail foot traffic this year, the merger of online and offline
marketing is taking on new importance. Retailers are responding with
investment in the needed technology, with many now offering quick delivery
services, the option to buy online and pick up in stores, and direct response
ads that engage mobile users**
*www.bransforce.com
**https://www.emarketer.com/Article/Gap-
Between-Online-Offline-Commerce-
Shrinking/1014575

National Geographic is already reaching 730 million people each month, but it
was social media that fueled the growth of the business, with a social
footprint of 270.9 million followers, 1.6 billion actions and an engagement
that is 8x higher than any other media brand. What led to this success?
Five key points that any brand could study when seeking social success
1. Leading with the visuals
2. Invest in storytelling and storytellers
3. Where, when and how consumers want it
4. Be flexible and adaptive
5. Lean into purpose
Social Media
Success Story
https://www.clickz.com/how-national-geographic-
uses-visual-storytelling-to-stand-out-in-social-
media/106028/

Why a brand should use storytelling
Social media users appreciate branded content that is genuine and unique. What makes
storytelling powerful is the ability to help a brand go beyond its promotional content its
company culture. People feel closer to a brand that can build an emotional connection
with them and storytelling is a great way to achieve it. Storytelling in branded content can:
• bring a human element to a brand
• build trust
• create a relationship
• make content interesting
• help repurpose older content
• provide new creative opportunities
• help a brand stand out
It’s important to remember that there are no set of rules on how you should tell
your own story through your brand. All you need is the inspiration to showcase
what makes you stand out
https://www.clickz.com/how-national-geographic-
uses-visual-storytelling-to-stand-out-in-social-
media/106028/
Social Media
Success Story

5 Chinese Social Networks
to Watch
 Sina Weibo - Simply describing Sina
Weibo as the Twitter of China
understates Weibo's unique
capabilities and leadership role in the
Chinese social media sphere
 Renren - Think of Renren as China's
Facebook
 Tencent
 Douban
 Wechat
Overview
• China is the world's largest social network
market. Market Analytics predicts that
646.71 million Chinese internet users will
access social networks in 2020, up from
514.48 million social network users in
2016*.
• Its market composition varies considerably
from the rest of the world. Due to the Great
Firewall of China, as the Chinese
government’s internet censorship project is
commonly called, Facebook, Twitter and
Youtube, the leading international social-
media players, are all blocked in China.**
*https://www.statista.com/statistics/278341/number-of-social-network-users-in-selected-countries/
**https://www.statista.com/topics/1170/social-networks-in-china/
***http://mashable.com/2012/07/02/china-social-networks/#vgpOdcCeruqY
Social Media
China

• Singaporeans are one
of the most active
social media consumers
in the world
• The landscape of social
media in Singapore is
ever-changing
Social Media
Singapore
http://www.hashmeta.com/social-
media-singapore-infographic/

https://www.pwc.com/mx/es/knowledge-center/archivo/2015-03-kc-social-networks-in-mexico.pdf
Social Media
Mexico

Distance Makes Everything More Difficult
Distance is more than geographic
• Understand what is most important. Don’t wait. Act on it
o Always take culture and customs into consideration
o Many a relationship has fallen apart because the partner or rep
thought they weren’t important
o Adding international responsibilities to someone who already has
full time responsibilities means international is a lower priority
• Communicate often with your partners and your reps
• Provide the tools to communicate easily with the customer

Questions?
Collaborating with companies worldwide
to drive sustainable revenue

Craig Letourneau
cletourneau@americhannels.com
+1 612-423-2363
Skype : craigletourneau
www.AmeriChannels.com
Collaborating with companies worldwide
to drive sustainable revenue

Asia Slide 39 - 42
China Slide 43 - 47
China Retail/Grocery Slide 48 - 51
China Convenience Stores Slide 52 - 54
Singapore Slide 55 - 57
Latin American Slide 58 - 59
Mexico Slide 60 - 63
Resources Slide 64 - 67
Appendix
China-Singapore-Mexico

China and Singapore
Asia Markets

Asia Markets
Overview
• More than 50% of the Asian population will be urban
by 2018 (UN-Habitat, October 2015)
• Asia is home to 17 megacities, more than any other
continent on Earth (UN-Habitat, October 2015)
• Asian urbanization shows no sign of slowing

Asia Markets
Overview
• Largest retail ecommerce market
with sales expected to top $1
trillion in 2016 and more than
double to $2.725 trillion by 2020
• Expanding middle classes,
greater mobile and internet
penetration, growing
competition of ecommerce
players and improving logistics
and infrastructure will all fuel
ecommerce growth in the region
https://www.emarketer.com/Article/Worldwide-Retail-
Ecommerce-Sales-Will-Reach-1915-trillion-This-
Year/1014369?ecid=mx1399&1&mkt_tok=eyJpIjoiTjJaa1l6QXpa
V000WkdWbCIsInQiOiJkYmJ5VEF0VnF4dEZHZ1ZyaVNMV3NIW
mhnR0FxcG1oa0VKNUsxVXlTWjJ4U3AxOWs1a3g0M1FsNHlabX
dSMTRKUW1kTG5XMFdpUUtEbXE4TzJWTXdzZmJrSEowY2dRRD
YxdUZ3UjRKb2puVT0ifQ%3D%3D

Asia Markets
Overview – continued from previous slide
• The bulk of retail ecommerce will come from China, where sales are expected
to reach $899.09 billion this year, representing almost half (47.0%) of all such
sales worldwide
• While there is plenty of opportunity for growth, parts of Asia-Pacific are still
faced with challenges
o In Southeast Asia in particular, ecommerce still represents only a fraction
of total retail sales.
o An underdeveloped digital payments infrastructure and a weak logistics
framework have made these markets unprepared to handle high volumes
of ecommerce orders and have kept ecommerce at a nascent stage
https://www.emarketer.com/Article/Worldwide-Retail-
Ecommerce-Sales-Will-Reach-1915-trillion-This-
Year/1014369?ecid=mx1399&1&mkt_tok=eyJpIjoiTjJaa1l6QXpa
V000WkdWbCIsInQiOiJkYmJ5VEF0VnF4dEZHZ1ZyaVNMV3NIW
mhnR0FxcG1oa0VKNUsxVXlTWjJ4U3AxOWs1a3g0M1FsNHlabX
dSMTRKUW1kTG5XMFdpUUtEbXE4TzJWTXdzZmJrSEowY2dRRD
YxdUZ3UjRKb2puVT0ifQ%3D%3D

Asia Markets
China - Economy
As the economic structure in each of the 22 biggest city clusters has evolved—
and as each of them has been affected differently by the recent slowdown of
China’s economy—significant differences, for instance, in consumer confidence,
do indeed persist between these clusters
o 70 percent of consumers in the Fuzhou–Xiamen city cluster, which lies on the
coast across from Taiwan, said they are confident their income will
significantly increase over the next five years
o The Byland–Shandong city cluster, which lies on the coast between Beijing and
Shanghai, was comparatively pessimistic, with only 33 percent of its
consumers expressing such confidence
o Comparing the consumers in the Shanghai area to those around Beijing and
Hangzhou, certain spending attitudes also showed marked differences. For
example, brand loyalty increased much faster in Shanghai (24 percent increase
in three years versus just 7 percent in Beijing and 9 percent in Hangzhou), as
did the willingness to pay for better or healthier products
http://www.mckinsey.com/industries/retail/our-
insights/chinese-consumers-revisiting-our-
predictions?cid=china-eml-alt-mkq-mck-oth-1610

Asia Markets
China Trends
• Chinese dietary habits have changed. An article published by Mintel indicated that in
2014, China replaced the U.S. as the top market for ice cream. Fluid milk is primarily
sold in single use packages and is UHT processed and flavored
• China parents want their children to consume dairy products for greater health and
growth*
• Online channel has played a critical role and now import milk accounts for two-thirds of
the milk sales in this channel
• Across most FMCG categories consumers are trading up to more premium products.
The resulting price increase has become the main growth dynamic of the food category
as premium products saw the highest growth rates. Dairy is no exception and this trend
provides dairy enterprises a good environment to develop and sell high value-added
products**
• China plans to lift the quality and standards for consumer goods through more market-
oriented efforts and adopting a wider range of global standards within the coming five
years, as part of the country's supply-side structural reform and boosting domestic
consumers' confidence***
*http://msue.anr.msu.edu/news/chinas_dairy_market_and_
the_future_potential_for_imports
**http://www.kantarworldpanel.com/global/News/China-
dairy-industry-challenges-and-opportunities
***http://news.xinhuanet.com/english/2016-
08/25/c_135633830.htm

Asia Markets
China Trends
• 58% of Chinese moms say they are the sole person who manages household
finances*
• For busy urbanites, eating fresh and living healthy is made possible thanks to the
development of O2O (online to offline) businesses in China**
• The incidents on food security have a significant impact on consumers, they will
have less confidence in the brand. The majority of consumers against food
additives, at least 88% of consumers in the cities of 1st and 2nd row are against.
25% responded to accept higher prices for food without additives inside. There is
a huge untapped potential in several segments of healthy food: Consumers are
now more looking for healthy food without food additives, ingredients organic,
low in calories and has a slimming effect. These four categories are the trends that
brands should develop***
• Fifty per cent of Chinese are now focused on eating healthy and nutritious foods,
and food safety is a growing concern with 72 per cent now worried the food they
eat is harmful (up from 60 per cent in 2012)****
• China Mengniu Dairy, the country’s second largest dairy firm, is likely to make a
“big breakthrough” in its partnership with the world’s No 1 milk producer
Danone*****
*https://www.chinainternetwatch.com/16478/consumer-trends-2016/#ixzz4MhGSFml7
**https://www.chinainternetwatch.com/16478/consumer-trends-2016/#ixzz4MhGr8qaJ
***http://marketingtochina.com/new-food-trends-chinese-consumers/
****http://thesilkinitiative.com/china-health-trend-continues-success-relies-keeping-pace-new-consumer/
*****http://www.scmp.com/business/companies/article/2024674/china-mengniu-dairy-sees-bigger-things-ahead-its-partnership

Asia Markets
China
The World’s Largest E-Commerce Market
Extended Its Lead in 2015
Strong demand among middle-class Chinese for Western goods and
higher smartphone conversion rates are driving huge growth
• Despite a 2015 GDP slowdown to 6.9%, Chinese consumers purchased $589.61
billion (3.977 trillion yuan) worth of goods online in 2015, an increase of 33.3%
from a year earlier, according to the National Bureau of Statistics in China
o By comparison, U.S. online retail sales grew roughly 15% per year from 2011
to 2015, according to the U.S. Commerce Department
• The 102 retailers and brands based outside of China—including 52 from the
U.S.—shared in that growth: they collectively grew 2015 web sales by 24.0% to
$21.31 billion
https://www.internetretailer.com
/china500/#!/

Asia Markets
China – Success Story – Macy’s
Selling online via Alibaba’s Tmall Global, Macy's says it has
attracted 300,000 fans
• Macy’s will launch a Chinese e-retail site in 2017 in order to increase its
digital presence in the world’s largest e-commerce market
• Macy’s began selling online in China last November when it opened a
storefront on Tmall Global, a web shopping site for imported products
operated by Alibaba Group Holding Ltd.
• Alibaba says Macy’s has become one of the most popular sellers on Tmall
Global where Macy’s sells 1,500 fashion products from such brands as
Kipling, Anne Klein, Tommy Hilfiger and Fossil
https://www.internetretailer.com/2016/10/07/macys-plans-
launch-e-commerce-site-china-2017

Asia Markets
China (Retail/Grocery)
This shift has been
recognized by
advertisers operating in
China’s “pillar”
consumer product
categories like
beverages, foodstuffs
and cosmetics, which in
recent months have
pulled back ad spending
on traditional media
https://www.emarketer.com/Article/China-Advertising-
Spend-Follows-Consumers-Digital/1014584?ecid=NL1001

Asia Markets
China (Retail/Grocery)
China Grocery Market Share

• Smaller retail configurations are becoming popular,
especially for grocers
• Premium supermarkets approach saturation.
Supermarket operators have been opening large
numbers of premium stores on major retail sites to
cater to increasingly wealthy consumers. They offer a
wide range of imported goods and higher-priced
products to target these middle-class, affluent
consumers
• Foreign hypermarkets and supermarkets tap the
China market via online platforms, without setting up
physical stores
o An increasing number of foreign hypermarket
and supermarket operators sell to Chinese
consumers by opening stores on “Haitao” –
business-to-consumer (B2C) platforms which sell
imported products to Chinese mainland
consumers
Asia Markets
China Trends (Retail/Grocery)
China Retail – Supermarkets and
Hypermarkets in China -
china_dis_issue125.pdf

• Smaller retail configurations are becoming popular,
especially for grocers
• Premium supermarkets approach saturation.
Supermarket operators have been opening large
numbers of premium stores on major retail sites to
cater to increasingly wealthy consumers. They offer a
wide range of imported goods and higher-priced
products to target these middle-class, affluent
consumers
Asia Markets
China Trends (Retail/Grocery)
China Retail – Supermarkets and
Hypermarkets in China -
china_dis_issue125.pdf
• Foreign hypermarkets and supermarkets tap the China market via online
platforms, without setting up physical stores
o An increasing number of foreign hypermarket and supermarket operators
sell to Chinese consumers by opening stores on “Haitao” – business-to-
consumer (B2C) platforms which sell imported products to Chinese
mainland consumers

Asia Markets
China (Convenience Stores)
Small serving sizes are making convenience stores a popular
destination for the middle class

Asia Markets
China – Retail Growth
• China is Starbucks’ fastest-growing market
and the Seattle-based coffee chain is
opening 500 stores a year in the world’s
most populous nation, aiming for a total of
3,400 stores by 2019
• For Asia, its offerings include black tea with
ruby grapefruit and honey and green tea
with aloe and prickly pear, relatively more
complex recipes compared to U.S
bestsellers like mango black tea and peach
green tea
http://www.bloomberg.com/news/articl
es/2016-09-12/starbucks-new-tea-line-
chases-china-s-9-5-billion-tea-market
Fast growth and catering to premium
buyers with special flavors

Asia Markets
China – Retail Growth
• Wal-Mart Stores Inc. is pushing more aggressively
onto Alibaba Group Holding Ltd.’s turf. The
Bentonville, Arkansas-based retailer boosted its stake
in China’s second-largest e-commerce website JD.com
Inc., strengthening an alliance to win more market
share in the world’s largest online market
• Wal-Mart is tapping JD.com’s online resources after it
struggled to adapt to a slowing local economy and
more shoppers turn to online platforms including
those owned by Alibaba.
• Wal-Mart Chief Executive Officer Doug McMillon has
said that the company needs to succeed in China,
where it estimates that 25 percent of global retail
growth will come from in the next five years.
• http://www.bloomberg.com/news/articles/
2016-10-05/wal-mart-boosts-stake-in-jd-
com-moving-further-into-china-market

Singapore Market

Asia Markets
Singapore - Overview
• Economic growth has slowed in Singapore, but the city’s openness to global
trade and investment continues to provide a solid basis for economic
dynamism*
• A transparent regulatory environment, buttressed by well-secured property
rights, provides commercial security for the innovative and resilient private
sector*
• A strong intolerance for corruption is institutionalized in the efficient judicial
framework*
• However, key sectors remain bogged down by state ownership or intrusive
management. A government statutory entity, the Central Provident Fund,
administers public housing, health care, and various other programs, and
public debt is equivalent to almost a full year’s GDP*
• 100.3 % of the population is urban (5,717,082 people in 2016)**
• The median age in Singapore is 40.5 years**
*http://www.worldometers.info/world-population/singapore-population/
**http://www.worldometers.info/world-population/singapore-population/

Asia Markets
Singapore – Internet Statistics
• About 1.44 million Singapore residents shopped online in 2014,
increasing at a compound annual growth rate of about 14 per
cent from 2012
• About 15 per cent of online shoppers bought food or grocery-
related items
• 7 in 10 shoppers spent at least S$100 on their online purchases
• A high internet penetration rate, particularly among the young
Gen-Z and Millennial segments who are fast adopters of
technology, also explains why online grocery is gaining traction
• Between 2012 and 2014, the highest proportion of online
shoppers were in the 25-34 year age group, followed by 35-49
years, and 15-24 years
http://www.todayonline.com/business/online-grocery-race

Mexico
Latin America Markets

Latin American Markets
Overview – Optimism is Growing
• Executives in Latin America have long been the most
downbeat about the state of their home economies, but the
share believing that domestic conditions are better now than
six months ago has gradually risen
• One year ago, only 5 percent of executives said conditions
had improved; now 26 percent—nearly even with the global
average of 30 percent—report improvement
• Looking ahead, 51 percent in Latin America believe conditions
will improve in the coming months—a share that’s much
greater than the global average (38 percent)
• One year ago, just 13 percent of respondents in Latin America
expected improvements
http://www.mckinsey.com/business-
functions/strategy-and-corporate-finance/our-
insights/economic-conditions-snapshot-september-
2016-mckinsey-global-survey-results?cid=other-eml-
alt-mip-mck-oth-1609

Mexico Trends
• Over the past 10 years, Mexico’s middle class has grown 17 percent, one of the
fastest growing segments in Latin America*
• The consumption of high-quality products is on the rise with consumers*
• Middle class families are not worried about their kids getting enough food; they
are worried about them eating too much*
• Mexico’s economic expansion, more educated population, credit availability, more
urban life-styles, dual-income households, opens many opportunities for
American products in this market*
• Families in Mexico today are having fewer children and investing more in them.
These changes in the market, among families and consumers increase demand for
products offering convenience, high quality & value*
• Natural agricultural products are well positioned to capitalize on the growing
segment aimed at the young, overweight population. Consumers have shown an
increase interest in products offering nutrition and healthful benefits, which
resulted in a surge of these products in supermarkets of all sizes*
• The top five countries for youth physical fitness, according to the data, are
Tanzania, Iceland, Estonia, Norway and Japan, and the least fit was Mexico**
*http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Retail%20Foods_Mexico%20City%20ATO_Mexico_10-18-2013.pdf
**http://www.upi.com/Health_News/2016/09/22/US-ranks-near-bottom-among-countries-for-youth-fitness-study-
says/3581474552993/

Mexico Trends
https://www.pwc.com/mx/es/knowledge-center/archivo/2015-03-kc-social-networks-in-mexico.pdf

Mexico Retail/Grocery
Continued growth in the number of premium and gourmet supermarkets with most
key retailers expanding into this niche, giving local wealthy and growing middle-class
customers an opportunity to find high-end products on a consistent basis

Mexico Retail/Grocery
*Specialized stores are defined as convenience stores and pharmacies
*

Resources
Associations
 ICE (International Credit Assoc)
http://www.icewi.org/
 Milwaukee World Trade Assoc
http://www.mmac.org/business_net
works/about_wta.aspx
 Madison International Trade Assoc -
http://mitatrade.org/
 Midwest Global Trade Assoc
http://www.mgta.org/
 Minnesota International Trade Office
http://mn.gov/deed/business/exporti
ng/
 Northern Wisconsin International
Trade Assoc
http://www.nwitaglobal.org/
 US China Business Council
https://www.uschina.org/reports
Other Resources
China
• The Silk Initiative
http://thesilkinitiative.com/
• China Internet Watch
https://www.chinainternetwatch.com/
• Marketing to China
http://marketingtochina.com/
• Rodney Heil - Local Minnesota Business
Consultant
Mexico
• Lizeth Marroquin – Mexico Business
Consultant
Singapore
• Rodney Heil - Local Minnesota Business
Consultant

Other Resources
Newsletters
• SmartBrief Newsletters - http://www.smartbrief.com/subscribe
• Global Edge Newsletter by the Michigan State University International Business Center -
http://globaledge.msu.edu/get-connected
• MediaPost Publications - http://www.mediapost.com/publications/marketing-cpg/
International Intelligence and Trends (Sign up for free newsletter)
• International consulting organizations like ISA (International Strategic Analysis)
http://www.isa-world.com/
• PFSK - http://www.psfk.com/membership#ChooseAPlan
Other
• The Heritage Foundation – 2016 Index of Economic Freedom
http://www.heritage.org/index/
• Check out LinkedIn groups
• Online Newspapers like the South China Morning Post
• FedEx and other international carriers

Specialized newsletters
for the Food and
Beverage Industry

Global marketing and trends 10 2016

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Editor's Notes