-
Within these new communication exercises, brands like Mondelēz México have realized how important it has become to understand the market.
-
To investigate the market, the identification of patterns has become essential, in order to find trends.
-
Investigating the market based on consumer participation in it has revealed how important research methodology has become.
Today, brands play a key role in understanding the market and in order to understand it, directives such as Luciana Echeverri, Consumer Experience for Mondelez Mexicoshare with us how important measurement has become in challenging times and with missions to connect with the consumer through experiences.
Merca2.0 – What elements are relevant today in measuring the changes that you have perceived in Mondelēz from the contingency and inflation? What does it matter for a brand to measure them through a research agency?
Luciana Echeverri. It is very important for us to take these steps. These are small steps that bring us ever closer to being closer to the consumer, which is what we are ultimately looking for.
Merca2.0 – Have you seen atypical insights as a brand that do not correspond to the pandemic or the inflation that we are experiencing today, because one would expect studies there, for example, a letter that the consumer says despite inflation Are you still consuming premium brands and still consuming high volume products?
Luciana: It’s just that inflation sets priorities. Your wallet has less purchasing power and therefore you make fewer decisions. It is very important for brands to be very well positioned when countries begin to go through inflationary processes, because precisely what is finished are the options.
Your purchasing power decreases and you increasingly think more rigorously about where you spend your money. All the more reason this team works to give consumers valuable reasons to choose it over other options. But it is not an atypical behavior, it is a typical behavior of an inflationary situation.
Merac2.0 – What is the new internal discipline at Mondelez? In what way are they organizing themselves today so that each of the categories in which brands are continue to be transcendent?
Luciana: I believe that the digitization of all our processes is key to being able to achieve an approach connected with the advancement of technology abroad. Companies like these are companies that are many years old, they are not digital native companies and it is through a digitization process that involves digitizing absolutely everything. Mondelēz began to digitize its communication seven or eight years ago, from there it began to understand how technology was going to help brands grow in the future. Today we are talking about the digitization of absolutely everything, the sales channel, a logistics team. We are talking about how technology, how data processing, the analysis of that data is becoming key to making business decisions. In this sense, at a global level, today we have teams and skills that five years ago did not exist in the company. People who are very dedicated to data processing, the entire team of Digital Solutions and let’s say, everything that has to do with technology, everything that comes with the backend of that technology. Five years ago they did not exist.
Now read:
