We presented on promotion effectiveness with Mondelez at ESOMAR Latin America 2014 in Buenos Aires, Argentina. In our presentation, we shared key insights from SKIM’s comparative price promotions study across four countries in Latin America.

The Most Effective Promotion: A comparative study across Latin American markets

LATAM-based companies are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are requested to allocate their marketing dollars more efficiently to instigate change in consumers and gain incremental users to their brands; however, the available body of knowledge on promotion effectiveness is often incomplete, disaggregate, and sometimes anecdotal.

SKIM takes on the challenge of systematically measuring and comparing the effectiveness of 20+ types of promotions across 4 countries in Latin America, for two CPG product categories. To add a fundamental layer to our understanding of what works and doesn’t work in LATAM markets, we aim to identify key underlying behavioral economic principles driving the success of certain promotions.

View this presentation on Slideshare

Our presenters

Manuel M. Zamora, Associate Director of Consumer Insights & Strategy at Mondelez – Latin America
Juan Andrés Tello, Director Americas at SKIM in San José