Advierte que siempre tratan de innovar más por virtud que por necesidad
PepsiCo has always been a company looking for ways to make its business models evolve, not only in marketing but also regarding processes and people, said Patricia Fernández-Feo, Senior Latin American Marketing Manager for Nutrition-Beverages. Nutrition is key for the company and that’s where she sees the company’s future, and which is why it is strengthening its product line in that area. “Health is the new big thing. Consumers are changing their lifestyles and searching for healthier options, so their shopping behavior is shifting” she said. For the company, constant innovation is more a virtue than a necessity. One of PepsiCo’s priorities is getting to know the consumer. “As brands proliferate, it’s important for us to find ways to stand out by understanding consumers and their needs” said Fernández-Feo. She added that the way the soft-drink giant expands its portfolio is through innovation, and “serving all consumers at every possible opportunity.” More than for its networking opportunities, PepsiCo finds attending the Festival of Media very productive due to the presentation of the latest information available about all market trends. “The training we provide our staff is very important, so we invite them to these events to keep them up to date with the latest innovations and ways to promote engagement with our brand” Fernández-Feo said.
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