VIDEO – Margie Bravo, Nestlé USA: “The Name of the Game Right Now is Growth”

Margie Bravo, Multicultural Marketing Manager at Nestlé USA, explained during Portada's 11th Annual Multicultural Advertising and Media Conference, on September 14,  how brands need to embrace the multicultural consumer and understand how it is their responsibility to grow their brands organically.

During the The Future of Multicultural Marketing panel, Margie Bravo, Multicultural Marketing Manager at Nestlé USA, presented how the Swiss multinational is currently implementing sweeping changes to its marketing organization by incorporating multicultural insights into its marketing strategy, media, and budgeting for its billion dollar brands.

You really need to understand the consumer, and understand how multicultural consumers are part of your brand and part of the growth of it.

When talking to her, she explained how today growth is everything to the company, and how relevant the multicultural market is for that growth. As a brand, "you really need to understand the consumer, and understand how multicultural consumers are part of your brand and part of the growth of it."

This is why every brand should include them in its marketing strategy. To do so, she continued, your best tool is analytics. "People don't really understand where sales are coming from, and how each market makes you grow."

People don't really understand where sales are coming from, and how each market makes you grow.

Put short. She advises to "go for more because this [multicultural] market has a lot to give."

Watch the full interview below.


Ximena Cassab @xcassab

Ximena is a Swiss-Mexican journalist based in Mexico City where she specialized in business, and travel topics. Graduated from the National Autonomous University of Mexico (UNAM), she has worked as an editor at the magazines Expansión , Aire and Accent, from Expansion Group. Currently she is working with different media in Spanish and English independently. She is a passionate traveler who does not miss the opportunity to see a new place in the world.

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