“I started as an assistant and in three years I ended up being the manager of the brand. I learned that Marketing is related to all areas of the company. It is strategic, you have to do market research, analyze consumers, know your products well, know how much money to invest in advertising, what launches to propose, what trends to go for, what media to use, you must know your operating expenses to have a margin of contribution by product”, he details.
Alejandro Grisi has already been with the company for 32 years. His passage through Marketing was only the first step to later reach Sales, Strategic Planning, Exports, Cosmetic Businesses (Covergirl and Max Factor that were from Procter & Gamble) and the General Management, which he assumed nine years ago.
Challenges as CEO
Grupo Grisi has 159 years of history. For the manager, his career in the company has been challenging because he must ensure that the family legacy continues, that it continue to provide employment and that the portfolio’s products add value to people’s homes.
Part of their job is to look for new brands, businesses and segments. “It really is not easy to work in family companies, but it can be done with institutionalization, with good communication, clarity and openness with all the partners. When you think that the company is above the interests of the family, things turn out well”, she says.
However, in these nine years as CEO, Grisi admits that what has cost him the most work is defining and finalizing the group’s acquisitions. “You can make a mistake, in the end you invest money, but you need a return in a certain time”, he says.
In this regard, Carlos Valadez, CEO of the Sound Louder agency, says that before acquiring a brand, an analysis must be made of its performance in the markets where it is present, as well as knowing what the target consumer thinks of it, what like and dislike that brand, what are the differentials it has and, above all, if it matches the values of the interested company and what it would contribute to its portfolio.
“Whoever acquires a brand always does so thinking or believing that it has a promising future or a good expectation of growth that guarantees investment returns. Sometimes it is more reliable to buy a brand that is already established than one that requires a repositioning or marketing strategy. awareness”, explains the specialist.
What he did Grisi recently acquired the Pert, Funk and Natural Line personal care brands from Germany’s Henkel. “Although they are sold in 18 countries, the reality is that we buy them because they have a good presence in Mexico,” says the CEO. Today, his portfolio also includes brands such as Grisi, Ricitos de Oro, Hinds, Capent, Maja, Perro Consentido, C-Boost and Eclipsol.
“Each one has different characteristics and sometimes the same products do not have to be the same for all markets. For example, there are elements that are better accepted by Americans or Europeans. It is an interesting challenge, to grow internationally, without neglecting your great market, which is Mexico”, comments the manager.
Grupo Grisi currently has a presence in Mexico, the United States, Guatemala, Costa Rica, Honduras, Panama, El Salvador, Colombia, Peru, Paraguay, Ecuador, Curacao, Puerto Rico, the Dominican Republic, Cuba, Venezuela, Spain, Germany, Holland, Switzerland, Sweden, Denmark and Australia.