Grupo Elektra and Banco Azteca Launch Comprehensive Consumer Finance Education Program

MEXICO CITY, May 11 /PRNewswire-FirstCall/ -- Grupo Salinas, a group of dynamic, fast-growing and technologically advanced companies deeply committed to the modernization of the countries in which they operate, created by Mexican entrepreneur Ricardo B. Salinas (www.ricardosalinas.com)— announced today the launch of a comprehensive consumer finance education program that uses comics to educate consumers at the bottom of the pyramid.

A mandate presented by Grupo Salinas' founder and Chairman, Ricardo Salinas Pliego, the program presents financial education through the stories of a family of animated characters known as the Familia Luchon. The first phase of the program includes nine monthly installments of the comic book series that discusses family budgets, savings, credit, investing, insurance, bank technology, products and the general concept of a bank.

"As one of the most important financial institutions in the Americas to serve bottom-of-the-pyramid consumers, we are taking action to help our clients make responsible, informed decision," said Carlos Septien, CEO of Grupo Elektra and Banco Azteca. "With this project we are contributing to better standards of living through savings, household budgets, credit and insurance."

The development process included extensive market research through qualitative analysis, including one-on-one and focus group interviews, as well as consulting with financial authorities, extensive client data and specialists in psychology and sociology.

Using a comic to educate consumers ties into a long tradition of bottom-of-the-pyramid consumers that consult animated stories. Breaking down communication barriers is crucial for widespread financial education.

Grupo Elektra plans to print 300,000 copies of each of the nine topics and distribute them throughout more than 1,000 Banco Azteca branches in Mexico. An estimated 2.7 million copies will be printed for the program.

The program also includes an interactive website www.lafamilialuchon.com.mx, where consumers can consult the comics electronically, learn more about the characters, post messages and win prizes.

Banco Azteca has more than 2,000 points of the sale in eight countries throughout Latin America. The bank has over 9 million savings accounts and 9.5 million credit accounts.

About Grupo Salinas

Grupo Salinas (www.gruposalinas.com) is a group of dynamic, fast growing, and technologically advanced companies focused on creating shareholder value, building the Mexican middle class, and improving society through excellence. Created by Mexican entrepreneur Ricardo B. Salinas (www.ricardosalinas.com), Grupo Salinas operates as a management development and decision forum for the top leaders of member companies. These companies include:: TV Azteca (www.tvazteca.com.mx; irtvazteca.com), Azteca America (www.aztecaamerica.com), Grupo Elektra (www.grupoelektra.com.mx), Banco Azteca (www.bancoazteca.com.mx), Afore Azteca (www.aforeazteca.com.mx), Seguros Azteca (www.segurosazteca.com.mx) and Grupo Iusacell (www.iusacell.com). Each of the Grupo Salinas companies operates independently, with its own management, board of directors and shareholders. Grupo Salinas has no equity holdings.

SOURCE Grupo Elektra