Hector Trevino
Analyst · Barclays
Yes. I think that, Benjamin, it's a difficult question in the sense that -- but let me give you the best answer possible. What we're doing strategically and everything else and this is the same for every country, we look very carefully at increasing consumer base, increasing per capita consumption, trying to have a good performance in volume. At the same time, we'd like to find opportunities to increase prices. But it's impossible just to move prices of all the packages if you don't have a good base of products that are affordable to the consumers. And that's why returnable presentations and small-size presentations are important. So maintaining price points in every country is one of the main strategies that we operate against, having returnable products that can be priced closely or closer to our competitors, our competitors being in 1-way packages. But us with returnable packages having a price point that is similar in the transaction help us also to have a little bit more flexibility in our 1-way premium packages, where the consumer is not necessarily that concerned with the price and like -- and they are okay with paying for the convenience of the 1-way packs. So I think that this is the -- again, the magic formula that has helped us, again, to be competitive in the marketplace and be able to extract a little bit more price from the consumers when you look at the total formula. One element that has helped us, especially in Mexico, is the full rollout of the digital platform that we have. We presently have much more information from the consumer in our systems, in our databases and doing some basic [indiscernible], but there is complex analytics. And looking at our variables, we're targeting much better the promotional activity that, at the end, is also reflected in the price that is charged to our client which is the store. So just to give you an example, instead of launching a promotion for a whole city, like -- a big city like León in the center of the country, now we can much better target regions of that city that will benefit from that promotion and discarding from that promotional activity areas where the consumer or the client will not necessarily be benefited by that specific promotion. So it's a combination, again, of relative price forms versus our competitors, an affordable portfolio for our consumers that like our brands, that they see the difference on the price versus our competitors and a better handling of all these discounting or promotional activities that we do on the normal day-to-day because we have much better access to information. That digital platform is being rolled in Brazil and I will say by year-end will be covering most of our operations. And I think that is also a very important element that is helping us to deal better with this variable -- with the pricing variable in this environment.