Disrupting a fragmented CPG market
The opportunity
Guatemala-based Grupo Mariposa traces its roots back to 1885 when it started with a single soft drink factory. Today, through its CBC, Bia, and Beliv subsidiaries, it has become a major Latin American food and beverage company with operations in more than 16 countries.
In Latin America, the food and beverage ecosystem is highly fragmented, with over 5 million points of sale. This fragmentation creates complexity on multiple levels, from sharing data with store owners to planning efficient delivery routes. Companies need to manage the commercial activities of thousands of salesforce, merchandisers and delivery personnel that serve local stores.
Mariposa believed that with the right technology, digital tools, and capabilities, it could transform the way it serves store owners while overcoming some of the challenges of fragmentation. With technology, Mariposa aimed to change the beverage ecosystem and progress on its purpose of becoming the best solution for store owners and the first choice at the point of sale.
Digital transformation methodology
—Juan Pablo Mata, CEO of Apex by Grupo Mariposa
We believe our superpower lies in fostering strong relationships with SMEs and harnessing the potential of connected technology to generate prosperity in communities. Our ambition is to serve our clients by providing them with the tools and capabilities to make our vision a reality.”
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Aspirations behind the digital transformation