Young people, at the center of reinvention
Much of this reinvention is young talent, who must join teams with diversity and inclusion. With this in mind, De Stefano spoke about the changes in his marketing strategy.
The first setting is to generate all digital communication internally; for this, he created an agency called Draftline. In addition, he created an area for analysis of data with the aim of making decisions based on information and not on intuition.
For Grupo Modelo, the competition is no longer limited to other breweries or beverage companies, it is also the service companies that compete with its online store, but it considers that this is healthy competition that motivates them to renew themselves.
In order for this solidity to continue generating value, it is necessary to transform the portfolio, renew products, digitize and become a service company. The pandemic, according to the company leader, forced a deeper connection with customers and an understanding of the market, but also to be more efficient and have a solid foundation. “You have to add the parts: inertia, scale and the footprint of an almost century-old company, with the capacity, desire and desire to transform itself”, he concluded.
