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.