The Marketing and Sales Club of the School of Economics has counted with the visit of Justin Hunter, director Marketing of Findus, who was accompanied by Christian Mercader and Ana Ayesa, who explained what are the basics of a marketing plan and the digital strategy of the company. Findus and La Cocinera (belonging to group since January 2015) are the leading brands in the frozen food sector in our country. Together with IgloGroup, under the NomadFoods holding, Findus is part of the largest frozen food business in Europe.

"We are not witches, we are guided by the data" Christian Mercader stressed to the members of the Club when he explained the process of creating the strategic marketing plan, "you have to look at everything as a 'funnel', go from the general to the most specific". Mercader also explained the importance of creating different brands, innovating, making an impact at the point of sale and taking advantage of group because "it is not enough for them to know your brand, they have to consider you".

The three speakers emphasized the particularities of the frozen sector, which largely determine their commercial decisions. In supermarkets, the freezer is the last place the consumer goes, and once there, he or she makes purchasing decisions in about 6 seconds. Not only is time short, but space inside freezers is limited, so all freezer brands compete for the same spot.

Finally, Ana Ayesa talked about the brand's digital strategy, focused on the sponsorship of the degree program de la Mujer and the creation of video recipes that are available on the website. As a final message, they explained to the students that "the important thing is that we feed people".