Simplification of the brand portfolio for a leading retail company.
Grupo Exito is a Latin American company, leader of the retail trade in South America with presence in four countries: Colombia, Brazil, Argentina and Uruguay. It has an omnichannel strategy, where the customer is the center of the business. In Colombia, the retail business operates under the Éxito, Carulla, Surtimax and Super Inter brands; wholesale trade with Surtimayorista, and direct trade with exito.com, carulla.com, digital catalogs and addresses. They complement the portfolio with other businesses through which they offer consumer credit, insurance, travel, mobile telephony, money orders and multi-pair services; and a direct sales business with the Todo Hogar and Color Mix catalogs. They also have a real estate business, a textile company (Didetexco) and a transport company.
Grupo Exito decided to address the issue of brand strategy to define a brand architecture that would encompass the entire organization. Marqas developed a comprehensive portfolio optimization project and a naming system to name all subsidiaries, retail formats, complementary services, real estate business and own brands. At a corporate level, we defined the roles and application of the Exito and Grupo Exito brands and modified the names of some subsidiaries so that the names had a consistent structure. At the commercial level, we eliminated certain retail formats and simplified the graphic identity of the sub-brands of complementary services. We also recommend extending some of the brands to complementary categories and related businesses.