Case study
Seventy-five years of a Mexican company with global presence
A Mexican business group with operations in 14 countries commemorated its 75th anniversary with an international programme of commemorative pieces. We produced 5,200 pieces including plaques, books and collectibles distributed across four continents.
Client context
The business group was founded in Mexico City in 1951. Today it operates in 14 countries across the Americas, Europe and Asia, with 8,400 staff and consolidated revenue above USD 2.4 billion. Corporate leadership decided to commemorate the 75th anniversary with a programme that included staff, strategic customers, suppliers and regulatory authorities.
The organizing committee defined three piece lines. The first was for staff: a 24-karat gold-plated metal coin with the anniversary isotype, presented in an individual capsule with serial number. The second was for customers and suppliers: a wooden plaque with engraved metal plate and a hardcover book covering the group's history. The third was for authorities and former executives: a presentation box with pen, Swiss knife and a numbered facsimile of the original incorporation deed.
The operation had to be coordinated with international shipments to 14 countries, complying with local customs regulations. Invoicing was issued in Mexican pesos with Carta Porte 3.0 complement for domestic transfers and with export documentation when applicable.
The client clarified that manufacturing had to be 100% Mexican, in line with the group's commitment to domestic industry. Final assembly took place at a Mexico City workshop with certified-origin materials.
At a glance
- Industry
- Diversified business group
- Scope
- 14 countries, 4 continents
- Volume
- 5,200 pieces in 3 lines
- Lead time
- 14 weeks
- Model
- International shipments with customs
- Currency
- MXN and USD, CFDI 4.0 + Carta Porte 3.0
Methodology
The staff coin was minted at a Mexico City plant with Swiss machinery and 24-karat gold plating over a brass base. Each coin was numbered consecutively from 0001 to 4,200 and packed in a sealed capsule with velvet cushion. The capsule was presented inside a rigid cardboard box with gold seal.
The customer and supplier plaque combined domestic oak wood with an engraved aluminum plate. The hardcover book was printed in offset four-color on 150 gram coated paper, with sewn binding and a cloth dust jacket. The editorial line was coordinated by the group's communication area with our team's support on layout and cover design.
The authority and former-executive box was made in walnut wood with matte finish, brass hardware and a metal plate with the recipient's name. The interior had a foam insert with cavities for the pen, the Swiss knife and the deed facsimile. Each box was numbered and accompanied by a certificate signed by the CEO.
International shipments were coordinated with a freight agent operating in the 14 countries. Each shipment was documented with commercial invoice, packing list and certificates of origin when required by the local authority. Transit times ranged between 4 and 12 days depending on destination.
We closed the cycle with a joint retrospective. The client leadership and our account team reviewed the indicators from each phase, identified recurring friction points and proposed improvements for the next cycle. The conversation was documented in an act signed by both parties, which served as the basis for the client internal operating manual and as a reference for future projects with other operators in the sector. This closing discipline, uncommon in the merchandising industry, has differentiated our value proposition and has generated organic referrals among operations leaders at sister companies in the group.
Results
The programme finished within the agreed timeline. All 5,200 pieces reached their recipients across four continents without setbacks. Mexican customs validated the CFDIs issued with Carta Porte 3.0 complement and the export pedimentos without observations.
Corporate leadership decided to extend the commemorative programme to a five-year cadence. The organizing committee documented the full methodology so subsequent celebrations can run with a shorter learning curve. Recipient satisfaction was measured through a digital survey with a 41% response rate and an average score of 9.2 out of 10.
The client internal operations team documented additional savings in man-hours spent preparing each kit before season start. Before the project, the supervisor at each location spent half a day per week reviewing sizes and sorting pieces; with the new scheme, that task disappeared from the operating calendar. Monthly replenishment consolidated into a single order leaving our El Marques, Queretaro hub, with delivery at each base in less than five business days.
From a commercial perspective, the client reported growth in the post-delivery recommendation rate, measured through the online survey every recipient receives after receiving the product. Reuse of pieces in social media by end users generated organic content equivalent to several tens of thousands of pesos in paid media during the first quarter, per the marketing area estimate.
The tax team validated the CFDIs issued under the general legal regime, with 16% VAT breakdown in each invoice when applicable. The client claimed the expense deduction in its annual return as part of operating expenditures, representing a tax benefit close to 35% of the invoiced amount. The operation set a precedent for the annual renewal of the programme, with minor catalogue adjustments to incorporate new pieces or recycled materials based on market demand.
Lessons learned
- Consecutive numbering per line prevents confusion in international shipments.
- A freight agent with multi-country presence simplifies customs documentation.
- A domestic manufacturing commitment requires mapping suppliers with real scale capacity.
- Direct communication between the production team and each location lead dramatically reduces rework driven by last-minute changes. Reuse of the pieces by end recipients is an unplanned marketing asset: designing pieces that withstand continuous use multiplies brand return without additional paid media cost.