The Challenge

• Entering a Guitar Capital: Paracho, Mexico, produces about 1 million guitars a year and roughly three-quarters of all guitars made in Mexico, with 90% of its working population in guitar making. Fender needed a market entry plan that respected that local heritage.
• Reaching a New Generation: With corridos growing fast, the opportunity was Gen Z (ages 12-27), but Mexico’s average annual salary of $16,685 meant pricing had to work for average-income players.
• Building the Operations: Selling in Mexico required local warehousing, delivery, and a simple path to purchase.

The Strategy

• Segmented Pricing: Positioned a $200 entry-level guitar for new and young players alongside $3,000 models for serious musicians.
• Two Social Campaigns: “La Nueva Forma de Tocar” shows young bands across Mexican cities playing entry-level guitars, and “Next Up: Mexico” runs 15- to 30-second videos of rising Mexican artists on TikTok and Instagram, with shoppable links.
• 6-Month Content Calendar: I planned the launch from November through April, including a Christmas sales push, a guitar challenge with a $3,000 Fender prize, user posts reused as free advertising, and a move into TV.
• Customer Journey & Purchase Path: I mapped five stages (awareness, search, research, purchase, experience) and designed a four-step path from ad tap to checkout, with a follow-up email after purchase.
• Logistics Plan: Multiple warehouses in Mexico with demand forecasting, safety stock, and a local carrier partner, plus delivery performance tracking.