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What: Beat, a ride-hailing app backed by Daimler Mobility Group, has announced it will open offices in Mexico City.
Why it matters: Beat will be competing against Uber and Didi Chuxing. The three companies will try to get as much out of the mobility market as possible, which really needs alleviating in Mexico City.

Beat, a ride-hailing app formerly known as Taxibeat, announced that it will extend service to Mexico City in Q1 2019. Backed by Daimler Mobility Group, Beat is opening its offices in Mexico City and anticipates recruiting thousands of drivers by launch. The addition of Mexico City makes it the fourth Latin American city in which Beat operates in.

Beat is one of the world’s fastest-growing ride-hailing apps with over 5 million registered passengers and 200,000 registered drivers worldwide as of today. Headquartered in Athens, Greece where it also provides service, Beat has focused its growth strategy in Latin America where it operates in Lima (Peru), Santiago (Chile), and Bogota (Colombia). In Lima, Beat’s agile strategy along with others has helped the company become the number one ride-hailing app locally, beating out the competition. In Mexico City, Beat will compete with big global players, among other local upstarts.

“This is actually not our first time in Mexico City. We experimented briefly with the market five years ago and quickly discovered how challenging this market is. We didn’t have the resources back then to succeed,” said Nikos Drandakis, founder and CEO of Beat. “Now that we have more experience and honed our competitive strategy with Lima, we believe Beat has what it takes to carve out a sizable piece of the Mexico City market. We’ve beaten bigger players before and we intend to do it again.”

With a population of 21.3 million, Greater Mexico City is the largest metropolitan area of the Western Hemisphere and the largest Spanish-speaking city in the world.

“The opportunity in Mexico City is ten times the size of your average market in Latin America,” said Drandakis. “There’s easily room for a number one, two, and three player.”

Beat is currently growing its Mexico City team and planning a number of brand building and awareness campaigns that implement PR, marketing, and digital strategies to recruit drivers and passengers.

“At Beat, we fundamentally believe in our ability to grow in South America. We are an app that focuses solely on the region of Latin America and invests in understanding local culture and local market needs like no other. As an organization we might be smaller, yet more agile, and capable of innovating faster than our larger global competitors,” said Drandakis. “Our company culture is radically different from other ride-sharing companies. As an example of this, our gender ratio is split equally -50 percent men and 50 percent women- and that extends to our senior leadership team.”

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here. 

  • Daimler

German auto giant Daimler has consolidated its global media business with Omnicom Media Group following a review. As of January 1, 2019, OMG will be responsible for more than 40 markets worldwide and all Daimler divisions (Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services). Daimler´s spending is estimated at US$950 million.

 

 

 

  • Visa

Visa announced a strategic minority investment in Conductor, a leading digital payments processing technology platform in Brazil, to help accelerate innovation in payments and enable Conductor’s product expansion. The investment reinforces the existing partnership between Visa and Conductor, as well as the companies’ shared vision for driving adoption of digital payments across e-commerce and mobile commerce in Brazil. Backed by Riverwood Capital since 2014, Conductor has become a key technology-processing platform for retailers, banks, and other companies in Brazil looking to issue different type of cards and digitize their payments, resulting in better engagement and increased loyalty amongst consumers.Visa’s investment in Conductor is part of a broader global strategy to open up the Visa ecosystem.Earlier this month, Visa announced it would expand its fast-track onboarding program to fintechs from Latin American and the Caribbean in December 2018 to provide them with the ability to more rapidly onboard to VisaNet, Visa’s global network.

 

  • La Salteña

Argentinean media agency Mídios, chaired by Héctor González, has won La Salteña account and will be in charge of developing the communication strategy and media planning for the brand. The agency has already started collaborating with the brand and implementing a campaign. General Mills´ La Salteña is one of the top marketers of high-quality refrigerated dough

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • JetBlue

JetBlue announced that new flights between Fort Lauderdale-Hollywood international Airport (FLL) and Guayaquil, Ecuador’s José Joaquín de Olmedo International Airport (GYE) are now on sale with the route set to launch on February 28, 2019 (a). JetBlue is offering an introductory fare on the airline’s latest international route starting at just US$89 one way from Fort Lauderdale (b).Guayaquil becomes JetBlue’s sixth destination in South America, second in Ecuador and expands the airline’s broader reach into Latin America and the Caribbean. In recent years, the airline’s network strategy has focused on enhancing international markets which has translated into service in 22 countries. JetBlue’s footprint outside of the U.S. continues to grow as the airline adds and increases routes to more than a dozen unique island destinations in the Caribbean and in various cities in Mexico, Peru, Costa Rica, and Colombia.

 

  • Hilton

Canopy by Hilton, Hilton’s lifestyle brand, signed its first property in South America—Canopy by Hilton São Paulo Jardins, slated to open in Brazil in late 2019. The 98-room adaptive-reuse hotel will be owned by Tati Construtora e Incorporadora and managed by Hilton.Designed as a natural extension of the vibrant and pedestrian-friendly neighborhood of Jardins, Canopy by Hilton São Paulo Jardins will welcome guests with a strong sense of place inspired by the area’s local surroundings, including an intimate lobby with chic design elements that provide a glimpse of the area’s trendy, upscale offerings, according to the brand. There will be Canopy Central, an area with a restaurant and bar serving local contemporary cuisine and a flexible meeting space, as well as a lounge and fitness center.

  • Starbucks Corp

Starbucks Corp., the world’s biggest coffee chain is trimming down its European corporate operations and giving its long-time Latin American partner the rights to open and run cafes in four new countries. Under the licensing deal, Mexico City-based Alsea SAB will be allowed to expand the Starbucks brand in France, the Netherlands, Belgium and Luxembourg, where its presence is relatively limited compared to neighboring markets like the U.K.The coffee chain is under pressure to improve its business worldwide as demand dwindles for its signature Frappuccinos and customers — who once saw Starbucks as high end — trade up for more premium coffees.

 

 

 

  • Uber Eats

Uber Eats has tied up with Café Coffee Day (CCD), to launch the country’s largest network of virtual restaurants. It will start ‘delivery-only’ restaurants exclusively on the Uber Eats app, for which both the companies will come up with various brands. The first restaurant brand is scheduled to launch in November. Uber Eats would provide the technology, backend and delivery logistics.Depending on its success, the company plans to take this to other markets where it is eyeing rapid expansion such as Latin America.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

  • Daimler

German auto giant Daimler has consolidated its global media business with Omnicom Media Group following a review. As of January 1, 2019, OMG will be responsible for more than 40 markets worldwide and all Daimler divisions (Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services). Daimler´s spending is estimated at US$950 million.

 

 

 

 

  • Coinstar / Northgate

Coinstar, LLC, the leader in self-service coin counting, announced its installation of 40 coin-counting kiosks in all Northgate Gonzalez Markets, replacing previous coin-counting machines in the stores. Coinstar kiosks are now installed at all 40 Northgate Gonzalez Markets. Products available at the kiosks include coin-to-cash, no fee coin-to-eGift card and charity donation options. Kiosk locations can be found by visiting www.coinstar.com.

 

 

 

 

 

 

  • Domino’s Pizza

Domino’s Pizza is raising “dough” for the kids of St. Jude Children’s Research Hospital® for the 15th straight year as part of the St. Jude Thanks and Giving® campaign. The recognized world leader in pizza delivery’s fundraising efforts begin today, Oct. 22, 2018, and will continue through Jan. 6, 2019. Domino’s will ask customers online, over the phone and in stores to support St. Jude by adding a donation to their order or rounding up their order total to donate the change. Select customers enrolled in Domino’s Piece of the Pie Rewards®loyalty program will be offered an opportunity to earn bonus points by donating. Details will be emailed to eligible customers during the campaign.Customers can also help the kids of St. Jude by purchasing the St. Jude Meal Deal for US$19.99.Domino’s and its customers raised more than US$8.6 million during the 2017 campaign. This year, Domino’s is hoping to raise US$9.5 million with the help of customers across the country. Alex Tokatlian, Multicultural Marketing & Advertising Program Leader at Domino’s Pizza, is a member of Portada´s Brand Star Committee.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • Wells Fargo

The United States Hispanic Chamber of Commerce (USHCC) and Wells Fargo will award up to US$100,000 in grants to local Hispanic chambers. The Local Chamber Grants will go towards strengthening programs that increase the scale and capacity of Hispanic-owned businesses, address the specific needs of local Hispanic communities, and target aspiring small business owners to hone their leadership skills. The grants will be awarded to local chambers nationwide during the opening of the USHCC Legislative Summit in Washington, DC on April 2nd, 2019. With Wells Fargo’s generosity, the USHCC will disburse multiple grants ranging from US$5,000 to US$15,000. The grants will be awarded to exemplary local chambers who serve their members and local business communities.The Wells Fargo and USHCC Partnership for Success extends the commitment that Wells Fargo has made to the USHCC Foundation and Hispanic business community over many years. Xochitl A. Leon, Vice President, Hispanic Segment Strategy Leader at
Wells Fargo, is a member of Portada´s Brand Star Committee.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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