Subway, the world's biggest restaurant company by number of outlets, is an excellent example of a successful regional expansion of an American company into Latin America. With more than 4,400 restaurants in over 30 countries in the region, Subway became a part of life for millions of consumers from different nationalities and cultures, with a consistent brand promise of healthy, fresh and affordable casual food. This paper explores this success story, showing how market research had a central role in this process, allowing the company to use a new model of consumer behaviour to understand their brand choices and produce actionable marketing plans.
This paper describes Coca-Cola's Real-Time Intelligence platform, built together with the System 1 Market Research agency BrainJuicer and brand consultants Talk Inc. Through this initiative, Coca-Cola gained access to real-time insights into its consumers' engagement with the brand, to anticipate and quickly act on opportunities, positively impacting Coca-Cola equity. The platform, initially developed for the World Cup 2014, is now a reality within Coke and perhaps the richest legacy left by the event. This case proposes an important question to all marketers: How ready are we to face the new reality of empowered consumers wielding the power of technology and media to produce unprecedented velocity of brand interactions? Real-time intelligence is essential for this new reality.
Coca-Cola, as one of the global sponsors of the 2014 FIFA World Cup in Brazil, engaged in discussions with BrainJuicer to develop and implement a tool for the continuous tracking of their integrated communication plans, which would be able to measure the effectiveness and contribution of each campaign, of each medium within the campaigns, and their impact on brand equity and consumption. This presentation demonstrates how an emotional approach to measuring campaign effectiveness was able to produce actionable results which allowed Coca-Cola to optimise their strategies, understand the importance of different media for campaigns as well as quickly react to extreme market conditions, focusing on relevant brand indicators that translated what was happening in the market in a powerful way.
Brazil's middle-class population has exploded in the last decade and today nearly half of Brazil's population is classified as middle class. With wallets full, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil proposed a mass-ethnographic and MROC project BrainJuicer to better understand the Brazilian middle-class market. This project will provide better understanding of the needs of this emerging consumer market and the development of products tailored for their specific needs and expectations, which is crucial to take advantage of the opportunities in this rapidly changing market.