PepsiCo's shopper marketing insights from Latin America
Jo Bowman
Mom-and-pop shops, the small stores dotted throughout Latin America, are crowded, chaotic and full of people spending modest amounts of money. Most marketers rule out on-the-ground activity at this level because it is too difficult to execute at scale, and too cluttered an environment in which to make a significant impact.
But Alex Liebler, PepsiCo's director of trade and shopper marketing for beverages in Latin America, reported that this need not be the case. Speaking at The International Shopper Insights in Action Event in Prague, she said the company's experience...