In Sao Paulo, Brazil, Grupo Hinode announced to 10,000 people in attendance at its international convention that it will be shifting its positioning to merge both its national and international brand. This shift is made in part to strengthen its presence in Brazil and Latin America, while remaining active in Bolivia, Chile, Colombia, Ecuador, Mexico, Peru and Paraguay. The merger includes a name change from Grupo Hinode to Hinode Group and a branding switch to highlight the color yellow as reference to a solar brand.
“We are a company in constant evolution and, as a platform for entrepreneurship, our goal is to further reinforce the enterprise values in order to generate social impact, improving the way we articulate our purpose so that it communicates our message to the public and bring us closer to the end-consumer,” said Eduardo Frayha from Hinode Group.
The company partnered with Bain&Company, a consultancy agency, to form a sustainable growth guideline for the next three years, when it plans to triple in size and activity. Bain’s data analysis has given the company a detailed profile of the Hinode Group consumer, which includes:
- 73% are women
- 85% are within the middle to lower-middle class financial status
- 85% are between the ages of 18-44 years
- 38% are 25-34 years old
- 43% are 35-44 years old
- Majority are located in large cities within Southeast and Northeast Brazil
“In order to create the new Hinode, we have taken our purpose into account, and developed our brand to keep on having an impact in people’s lives through entrepreneurship, making it more modern, diverse and digital,” Frayha said.