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Friday, April 4 • 3:00pm - 4:00pm
Navarro Discount Pharmacy's Vida Mia: A Textbook Case Study on How to Build a Successful Hispanic Private Label Brand

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After conducting extensive qualitative research, Navarro Discount Pharmacy, the largest Hispanic-owneddrugstore in the US with 33 stores in South Florida, launched Vida Mía (My Life), the first private label brand of products in the U.S. targeting Hispanics across a wide range of categories including over-the-counter, household, beauty, food, body and baby. 
The labels on these products include thousands of product SKUs in both English and Spanish, making the Vida Mía private label brand a true reflection of the Hispanic culture and giving Navarro a unique channel to connect with Hispanics from numerous Spanish-speaking countries.  Navarro sells Vida Mía products in their stores and on a wholesale basis throughout the US, Latin America and the Caribbean.
In this session you will learn why Navarro has received numerous private label and marketing awards over the last two years recognizing the various Vida Mía products and thetrend that Navarro seized upon in developing a highly successful private label brand.
Navarro’s Vida Mía product categories include:
- Mi Casa (Home) – Household and kitchen items, coffee cups, paper goods.
- Mi Cuerpo (Body) – Soap, shampoo and lotions.
- Mi Salud (Health) - Over-the-counter (OTC) health items and equipment.
- Mi Bebe (Baby) – Diapers and baby items.
- Mi Belleza (Beauty) – Make up, cosmetics and beauty accessories.
- Mi Sabor (Taste) - Coffee, plantain chips, cookies, rice, sugar, other food.

Friday April 4, 2014 3:00pm - 4:00pm PDT

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