How do you acquire a beloved brand Latinos fanatically love and replace it with a new U.S. Hispanic-focused brand that is rolling out in markets across the U.S.? If you're CVS/Pharmacy, buyers of Miami's iconic Navarro Discount Pharmacy, you don't touch a thing.In this insightful session, CVS/Pharmacy's Vince Urrutia will unpack the laboratory of insights and nuances the pharmacy giant has uncovered about the Hispanic market by leaving intact the 50-plus-year-old Navarro brand that prior to its acquisition in 2014 was generating more than $340 million with almost 1,000 SKUs and its own bilingual brand Vida Mia.
