2. Introduction
Fondé en 1952, le COMEX (anciennement Comercial Mexicana Paint, maintenant
Comex Consortium), est la marque du chef de PPG Industries dans la fabrication, la
distribution et la vente de peintures et d'architecture, de spécialité et des systèmes
de revêtements industriels, construction légère, chimique et d'accessoires Mexique
(ce occupe 52% du marché des peintures et revêtement).
Actuellement, il exerce ses activités dans plusieurs pays d'Amérique centrale, avec
environ 87 magasins dans des pays comme le Belize, le Costa Rica, El Salvador,
Guatemala, Honduras, Nicaragua et Panama.
3. Introducción
Fundada en 1952, COMEX (antes Comercial Mexicana de Pinturas, ahora Consorcio
Comex), es la marca de PPG Industries líder en la fabricación, distribución y
comercialización de pinturas y recubrimientos arquitectónicos, especializados e
industriales, sistemas de construcción ligera, química y complementos en México
(esta ocupa el 52% del mercado de pinturas y recubrimiento).
Actualmente tiene operaciones en diversos países de Centroamérica con alrededor
de 87 tiendas distribuidas en países como Belice, Costa Rica, El
Salvador, Guatemala, Honduras, Nicaragua y Panamá.
4. Introduction
COMEX was founded in 1952, (formerly Comercial Mexicana Paint, now Comex
Consortium), is the trademark of PPG Industries leader in the manufacture,
distribution and sale of paintings and architectural, specialty and industrial coatings
systems, lightweight construction, chemical and accessories in Mexico (this
occupies 52% of the market of paints and coating).
Currently it has operations in several countries in Central America about 87 stores
in countries such as Belize, Costa Rica, El Salvador, Guatemala, Honduras,
Nicaragua and Panama.
5. Internationalization
The manufacturer paint (COMEX) was accelerated in recent years its international
expansion with the acquisition of several regional brands in the North American
and Central American markets. COMEX buying companies were leaders in their
markets. Therefore, it has never been intended to impose the Comex brand.
What I came to do is order the branding brands COMEX, trying to introduce them
the filosofy of the brand Comex, give them a more consistent and to transfer the
value of visual identity Comex in Mexico.
6. How it is done the branding process?
It is a process that seeks to bring full branding companies that have acquired
COMEX values, but also respecting every local brand. The aim is to adapt the
identity of these new brands under a corporate identity project that is planned as a
global company, not just as a company made in Mexico for Mexicans in the US, or
as a company only for Mexicans and Central Americans.
In that sense, the visual elements (fonts, colors) are very helpful in suggesting what
we want.
7. Opening Markets
One of the areas where more action is regionalized in communication. As want the
story told from the experience offered to customers and not from the products.
They have to mold their communication with customers regardless of their sector
or their country of origin.
The positioning of the brand and its unshakable values are: innovation, cutting
edge technology, color, etc. That is what you are looking COMEX in all countries
where they operate today.
8. COMEX, innovative o traditional brand?
From communicating a shift towards innovation shown towards a better proposal.
There has been a radical change in the sense that they are no longer a product-
oriented company.
Its objective is the consumer and then from the consumer sees COMEX always be a
step forward for all segments see them as an innovative, fresh and youthful brand.
9. Conclusions
COMEX did a great study because what I look at first was positioned in the local
market (Mexico) controlling more than 50% of the market allowing you to analyze
the option to expand into other markets, such as North and Central America. It is
worth mentioning that what COMEX did was use a branding strategy that enabled
COMEX to introduce philosophy to the companies that had purchased while
respecting its values of these companies.
They worried more by the customer for their product, made the customer feel a
unique experience that would allow them to generate loyalty to the company.Also,
it would help SMEs, as COMEX has an own distribution system and make the trade
balance of our country was on the rise.
