- 05/29/2024
- Brands , Marketing , Marketing , Advertising
- Jennifer Sanchez Dimas
During the panel, Grupo Herdez spokespersons, along with other experts, highlighted the key points of innovation in marketing.
The National Marketing Congress, held at the Expo Santa Fe in Mexico City, brought together more than 2,000 participants from Latin America to explore the latest trends and strategies in the field of marketing. One of the featured panels at the event was “Driving Innovation in Marketing ,” where industry experts discussed the importance of authenticity in current marketing strategies.
“It is an honor for the group to be here with all of you and always refreshing to be at these types of events and have these dialogues and constant communication with all the young people,” said Rodrigo Mondragón, Marketing Head HDF of Grupo Herdez.
The panel included the participation of influential figures in the world of marketing:
-Rodrigo Mondragón, Marketing Head HDF of Grupo Herdez
-Adriana Martínez, Grouper Marketing Manager of Doña María
-Zemelli Estefanía García, Brand Manager and Sustainability Leader of Grupo Herdez
-Gabriela Riva Palacio, Del Fuerte Marketing Group Manager
Key Panel Topics
During the discussion, the panelists addressed various aspects of marketing innovation, sharing experiences and strategies that they have implemented in their respective organizations. Below are the key points from the panel:
Rodrigo Mondragón, Marketing Head HDF of Grupo Herdez
“When we talk about innovation, sometimes we focus on the technology part or on the part of a product per se, I believe that innovation goes further, innovation is how we can do things differently, how we challenge this status quo, how we really We will meet beyond people’s needs, desires. So we have given ourselves the task of constantly innovating processes and methodologies.
What we do is a definition that we had several years ago, with the brand and it also comes from its DNA of our experience which is very important, considering the slogan with all confidence is Herdez, and the other is with love, from there our purpose comes out, we do things with love to nurture the confidence of our consumers in a better future, that is the transcendental thing, the footprint we want to make, that is why we talk about this whole part of recycling packaging.”
Adriana Martínez, Grouper Marketing Manager of Doña María
“In the case of Doña María, it has had sustainable practices for a long time with its completely reusable packaging and I am sure that at least six people here have a glass of Doña María and have the rosé in their homes.
Precisely, the rejection of all this packaging in our homes is what we promote all the time.”
Zemelli Estefanía García, Brand Manager and Sustainability Leader of Grupo Herdez
“For a more alive world, we try to give you the tools, in the sense that if you don’t want to compost, that’s fine, don’t compost, just separate your garbage or just charge your thermos, so those small actions add up and that’s important. .
It is impossible for you as a brand not to do something, each of us has the option to do something from our trenches, whether you have the resources as a brand to carry out a huge program, but I am sure that within here there are people who with their own resources or with their community, they are doing something so that climate change does not affect the way it is seen at the moment, so it is not optional, it is a deliver , sustainability is also a differentiating factor if you are a more responsible brand.”
Gabriela Riva Palacio, Del Fuerte Marketing Group Manager
“In different ways I have innovated in product issues, but also, communication issues were innovated and I could even say that we are going a little further, innovating in the issue of sustainability plans, I can tell you that for example, the strong one is one one of the pioneers in terms of innovation in communication, has been in the market for 90 years.
By supporting certain ejidos in the state of Durango, we have managed to get them to take care of the water that arrives and seeing the tomato fields in Sinaloa are things that perhaps are not talked about like that in front of the consumer but that are those that make you differentiate yourself from the competition. It is a movement that we started in 2017, marking the possibility of joining with consumers different actions that mainly focus on reducing, reusing and recycling packaging, but all in favor of the environment and creating a lifestyle that is more sustainable.”
The “Driving Innovation in Marketing” panel made it clear that innovation is not an option, but a necessity for brands that want to stay relevant and competitive in today’s market. The experts agreed that aspects such as creativity, sustainability and personalization are fundamental pillars for developing innovative and effective marketing strategies.
The National Marketing Congress continues to be an essential platform for marketing professionals in Latin America, providing a space for the exchange of ideas and the exploration of new trends that shape the future of the industry.
