Corporacion Multi Inversiones recently issued the following announcement.
An increasingly segmented market and more demanding consumers have led consumer companies to focus much of their efforts in the area of research and development for the expansion of their product lines.
Consumers usually already have very strong shopping habits and preferences; what makes it necessary for companies to seek to incorporate into their products novelties and qualities that differentiate them and arouse the curiosity and intention of buying from consumers.
To do this, companies conduct various studies on the needs and preferences of consumers, whose data allow them to develop products that meet the expectations of their target audience.
Thus, in the market there is more and more competition and more sophisticated products focused on very specific segments.
In that sense, innovation based on knowledge of the needs and expectations of consumers plays a key role in the development of new products and line extensions.
The alliance between Fritolay and Pollo Campero is not new, in 2015 the Pollo Campero flavor was launched for the first time, and achieved high acceptance in the public.
To launch the product again, it took at least a year and a half of analysis and to finalize the development and marketing plan, said Diana de León, Fritolay marketing manager for Central America and the Caribbean.
The product will be present in several distribution channels such as neighborhood stores, convenience stores, supermarkets and in the same restaurants in Pollo Campero, it will be available for a limited time (from August to December 2019).
The small package has a suggested price of Q4, but may vary depending on the point of sale or size.
The factors that include the strategy:
Listen to the consumer through social networks.
The search for new flavors that have a connection with the consumer.
Alliances with brands can give value and are iconic in each country (in this case Pollo Campero).
Develop the formulas taking care of the flavor with unique profiles.
Perform test studies.
“Guatemala is one of the markets where this type of alliances are best developed, we have worked several activities together and the teams have really achieved a synergy of how to work this type of initiatives,” said De León.
The work is joint, based on principles of trust and with a clear communication, allow to work in the best way and to unify the efforts, the objectives are shared.
With information from Forbes Central America
Original source: https://www.cmi.co/es/item/474-una-alianza-que-sorprende-lay-s-con-sabor-a-pollo-campero
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