Back

Successful snacks and shopper insights (Spanish)

Date of publication: June 15, 2017

Catalogue: Latin America 2017: #IN

Company:

Authors: Jorge Andrés Mendez, Juan Pablo Garcia

Abstract:

Get to know how PepsiCo Foods achieved a turnover in the assorted multipacks segment in Colombia, after losing market share for 2 years in a row, applying an actionable segmentation model and simple co-creation exercises with shoppers. SKU optimization, multipack mix reconfiguration, new image, differential execution among channels, disruptive exhibitions at POS and relevant promotions were possible thanks to the consumer and shopper insights gained from this research project.

Jorge Andrés Mendez

Author

This is a long description of some author details.

Juan Pablo Garcia

Author

This is a long description of some author details.

  • Video
Research can and does help advertising Authors: Jan Stapel
The role of visual research in the European marketing revolution Authors: Edmund W. J. Faison
Consumers typology Authors: Mary Zeldenrust-Noordanus
Consumers typology (French) Authors: Mary Zeldenrust-Noordanus
Analysis tendencies of our time Authors: Peter Smolensky
Possibilities or applying branding techniques to the marketing of industrial goods Authors: Karl-Heinz Strothmann
Research in the field of shopping centers Authors: Jean-Pierre Leburton
Specific case of points of sale selection through census and sampling Authors: Jean Bigant
A method of market segmentation Authors: Jean Michel Agostini
Planning advertising strategy Authors: Daniel Yankelovich
×

Citation

Mendez and Garcia (2017a, June 15). Successful snacks and shopper insights (Spanish). ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/successful-snacks-and-shopper-insights-spanish-