The Sales and Marketing Club at the School of Economics and Business Administration benefited from a visit by Justin Hunter, Marketing Manager at Findus, who was accompanied by Christian Mercader and Ana Ayesa. The guests described the fundamental aspects of a marketing plan and the company’s digital strategy. Findus and La Cocinera (which has been part of the group since January 2015) are leading brands in the Spanish frozen food industry. Along with Iglo Group, under the Nomad Foods holding company, Findus is part of the largest frozen food manufacturer in Europe.

“We’re not psychic; we’re guided by data,” Christian Mercader told members of the club, while explaining the process of creating a strategic marketing plan. He went on to say, “You have to look at everything like a funnel; start with general aspects and move onto more specific aspects.” Mercader also outlined the importance of creating different brands, being innovative, impacting the point of sale and taking advantage of the group’s benefits, since, he said, “It is not enough for people to know your brand; they have to give you a chance.”

The three speakers stressed the unique features of the frozen food industry that largely determine their commercial decisions. In stores, the freezer aisle is the last place consumers go, and once there, they make purchasing decisions within about six seconds. Not only is the time short, but the space inside the freezers is limited, so all of the frozen food brands compete for the same place.

Finally, Ana Ayesa spoke about the brand’s digital strategy, which focuses on its sponsorship of the Women’s Race and the creation of video recipes that consumers can find on its website. As a final message, they explained to the students that “all that matters is we feed people.”