Avocados From Mexico (AFM) has successfully transformed a commodity like avocados into a well-recognized brand in the U.S. market by emphasizing freshness, year-round availability, and health benefits. Through innovative marketing strategies, including Super Bowl advertisements and high-impact digital campaigns, AFM has enhanced brand awareness and demand for Mexican avocados, capturing an 80% market share. However, challenges remain, such as increasing household penetration, driving more frequent consumption, and reaching new audiences, all within a reduced budget. The case explores how AFM can solidify its market position and adapt to an ever-changing competitive landscape.
Autor:Rivera Pesquera, Martha; Castellanos Rodríguez, Carlos
Área Académica:Comercialización
Clave:M-17-C-14
Formato:PDF
Avocados From Mexico (AFM) ha transformado un producto commodity como el aguacate en una marca sólida y reconocida en el mercado estadounidense, destacando su frescura, disponibilidad todo el año y...
