October 28, 2020

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HOME REGIONS Latin America › INTERVIEW: Marcelo Palacios, SOMECO

INTERVIEW: Marcelo Palacios, SOMECO

by Stuart Wilson, Monday 7 September 2015

Audio products distributor SOMECO will reach out to the Brazilian retail channel at next week’s DISTREE Brazil & Latin America event in Sao Paulo. SOMECO’s distribution portfolio includes brands such as SKP Pro Audio, Novik Neo, B52, Peavey, Crest Audio, Media Matrix and Pioneer DJ.

Channel LatAm caught up with Marcelo Palacios, CEO at SOMECO to find out more about the company’s plans.

Channel LatAm (CL): What do you want to achieve at DISTREE Brazil & Latam 2015? What are your key goals for the event?

Marcelo Palacios (MP): Our main goal is to further develop our relationship with the Brazilian retail channel and provide a unique portfolio of solutions that contribute to their business. In the last year we have taken very important steps, signing agreements with several regional retail chains to supply our product lines.

CL: What products and solutions will you be showcasing at DISTREE Brazil & Latam 2015? What do you want distributors and retailers to know about your portfolio?

MP: Specifically with regards to Brazil, we consider that in challenging economic times like those that we have today, retail needs to identify and seize the opportunities that translate into a different proposal to the consumer. Retail competition is fierce and those who do not differentiate can lose ground or even put their survival at risk. So the development of new categories at the point of sales is necessary. With this in mind SOMECO offers an innovative line of audio equipment and musical instruments developed with a focus on retail and excellent value for money. At DISTREE Brazil & LatAm 2015 we will present solutions from brands such as Novik, SKP, B52, Peavey and Pioneer DJ.

CL: Describe how your channel business has developed in the past 12 months? What trends have you seen and what have been the highlights for your business?

MP: SOMECO is gaining market share and e-commerce channels are performing well offering products developed for the amateur user and focusing on residential use. Our position in the specialised channel and distribution is already very strong, based on years of solid business strategy. Our strategy is based on a very attractive portfolio that includes globally renowned brands such as Pioneer DJ and Peavey and own brands as Novik, SKP and B52, which have excellent acceptance by the professional customer base.

CL: Which geographic areas and channels represent the greatest opportunity for growth for SOMECO in Latin America?

MP: We are a company with a short activation time for retailers and have an innovative business proposal. That is why we believe a lot in DISTREE Brazil & LatAm as a means of taking our market proposal to the retail channel. We are focused on innovation in terms of product development and know how to meet Brazilian consumer demand for audio products. Our transparent trade policy also mean above average profitability for retailers.

User interactivity

CL: What sort of support do you offer distributors and retailers in terms of marketing, promotions and channel development activities?

MP: We believe that trade marketing activities should boost the performance of the products at the point of sale. We think this has to be customised according to the needs and profile of each customer. So each new supply agreement we sign includes a commitment and responsibility towards the planning and execution of a customised plan with the client.

CL: How quickly is SOMECO growing in the Latin America region? What market trends have you identified that are impacting your business segment?

MP: In recent years SOMECO has maintained double digit growth rates at a regional level. The huge new user interactivity with different technologies to access, listen to and share music all the time and everywhere represent a common feature across all Latin American markets. The new consumer does not hear music only at home, only in the car or just on weekends. There is therefore a great opportunity for businesses to be more innovative in the way they create products, provide services and build business in the music market.

CL: Is your company channel-friendly? What are your overall channel goals and aims for 2015 in Latin America?

MP: SOMECO has stepped up its regional efforts to win greater share in the retail channel. In countries like Argentina, Chile and Uruguay the SKP brand, B52 and Novik already occupy a prominent position in major retail players. In Brazil we also believe we are on the right track and events like DISTREE Brazil & LatAm are fully aligned with our strategy to achieve objectives in the medium and long term.

Media Partnership

We are pleased to confirm that Channel LatAm is an official Media Partner for all DISTREE events in 2015, including DISTREE Brazil & Latin America.

DISTREE Brazil & Latin America 2015, which takes place from September 16-18th in Sao Paulo, Brazil, gathers together hundreds of senior executives from the region’s leading ICT & CE e-tailers, retailers and distributors.

Readers requiring more information about DISTREE events in 2015 should contact events@channelemea.com.

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