MERCADEO Versión en español

Adrian Varela of Alpura: We must be consumer centric to build our business

Liz Unamo| 31 de agosto de 2022

Adrián Varela de ALPURA

Alpura, as a leading company in Mexico’s dairy products market, has been a great success thanks to its way of building its business by putting the consumer first. Disruption and transformation have been key elements in the group’s trajectory. PRODU discussed that success with Alpura Marketing R&D Director Adrian Varela, an executive with more than 20 years’ marketing and business development experience with a number of companies. Varela’s career began with P&G, went on to Sabritas and later to Mission Foods, where he headed projects in Europe and the United States, then launched the brand on the Chinese market and in southern Asia. However, it was not until he went on to Softys that the course of his career would change. It was there he met Francois Bouyra, who would later introduce him to Alpura “in order to evolve and transform Alpura so that it completes at least 150 more years on the market.” “What really grabs my attention is being able to set the strategic course for such an important brand on the Mexican market, plus the challenge of transforming its culture and the way it does business. So we dare to be disruptive and do all new things in order to transform the brand, the company, its people and more,” Varela said. As for the process of transforming the brand, Varela outlined three key elements in his marketing strategy. “The first challenge we must understand is that of the people. Second, marketing has evolved a great deal. For me, a brand manager is no longer a brand manager but rather a general director of the brand, and ought to be the master of its business. And to make that brand grow, different strategies must be formulated. Third, to have contrast sensitivity function, we must be consumer centric yet business oriented. That means balancing consumer needs with those of the business so that the strategies make sense.” See the complete interview here.

Diario de Hoy

viernes, 27 de septiembre de 2024

Image

Paula Feged de Festival ElDorado: La creatividad colombiana es un producto de exportación tan fuerte como el café y las flores

Image
LATAM

• Mariana Cavalli de American Express: Buscamos conectar tanto con individuos como con empresas

• Nace GRANDE, una plataforma de formación innovadora para futuros publicitarios en Venezuela

• Rocknrolla.23 retrata el legado de Grupo AG con Andy García como actor principal

• Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

Image
MULTICULTURAL

• Equativ expande su división de retail media con la adquisición de Kamino Retail

• IAB Tech Lab presenta PAIR una nueva herramienta para la publicidad digital más segura y privada

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

Image
LATAM
Image
Image
Image
Image
Image
MULTICULTURAL
Image
Image
Logo IAB Tech
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.