In the minds of Guatemalans, Cementos Progreso is the brand that best represents the country, according to a study published by Estrategia y Negocios -E&N- magazine.
According to the publication, Cementos Progreso is a Gran TOM (Grand Top of Mind) brand, which goes beyond the concept of TOM by measuring not only the first brand that comes to mind, but also those brands that are mentioned within a limited set of options that the consumer remembers without help.
According to the study conducted by Kantar Marcaplan, and published by E&N, Cementos Progreso is placed in the Top of Mind of Guatemalan consumers, particularly for its ability to adapt to changes and the quality of its products.
With an 86 percent recall rate, Cementos Progreso ratifies its regional leadership by innovating its information and digitalization processes.
Alejandro Villeda, regional commercial general manager of the Guatemalan Multilatina, spoke about the strategies implemented to connect with customers.
«The construction industry is becoming more and more customer-centric. That is why we decided to adapt to ever-changing market demands and anticipate customer needs Result of the collaborative effortwith efficient strategies to ensure their complete satisfaction.»
Becoming a Big TOM brand is a key indicator for brand health analysis, as there is a strong relevance in consumers minds.
On that note, Villeda assures that Cementos Progreso has worked collaboratively in all aspects to guarantee customer satisfaction.
«Cementos Progreso’s regional expansion strategy is an effort of hundreds of employees who understood that innovation to serve customers is a necessary effort that pays off.»
The study explains that in Guatemala, national brands lead the Top of Mind of consumers. Cementos Progreso, Cerveza Gallo and Pastas Ina are in the ranking, Gran TOM of Central America.
