Rewrite the current status quo of water through a co-creative process, together with the OXXO team, to help increase CIEL’s value proposition and differentiation, improve the commercial relationship and increase the water business in different channels, providing a better experience to customers.
Objectives:
- Determine the degree of “commoditization” of CIEL’s portfolio in OXXO.
- Determine the effectiveness of the different CIEL promotional mechanics that are currently carried out at OXXO based on an analysis of behavioral economics by package / geography.
- Determine the pricing cascade for selected packages and geographies to lay a standard basis for comparison and to understand profitability and its drivers.
Andres Ortega 