MERCADEO Versión en español
Antonio Escalona of PepsiCo: We make sure our multicultural endeavors are an integral success
Liz Unamo| 26 de octubre de 2021
Antonio Escalona de PepsiCo
To measure the success that PepsiCo is having with its multicultural endeavors, the company is keeping under observation various aspects of its work to make sure of achieving its goal in an integral way, said Antonio Escalona, SVP & GM of the Hispanic business unit of the food and drink giant, at the 2021 ANA Multicultural Marketing and Diversity Conference. “We use various parameters to measure success. There are business parameters that show a product’s increased penetration in households, or record the growth of our market share in the different market categories, or indicate how we’re expanding among the different target groups. We also use parameters more related to attitudes within the company. At the same time, we’re able to review indices of our general reputation for the different services we offer,” Escalona said during his presentation dubbed The Joy of inclusion: How Frito-Lay’s proposal boosts its visibility and connection with all segments of society. To honor its commitment to inclusion while identifying it with the brand, Escalona noted that in order to have such decisions target the Hispanic segment, the company depends on outside groups. “These are very different groups of people with different roles in society, people who can influence our decisions because as members of the Hispanic community they can guide our efforts. We also have an independent panel that aids our work and offers a wealth of insights about what is going on in the outside world.”
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