ClarÃn, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, ClarÃn is experiencing readership declines among the younger audience segments. Because the younger generation is increasingly less interested in traditional newspapers, ClarÃn is poised to deliver news and information in new and different ways. The changes require a complete strategic development which will service the market over the next ten years. The client and agency implemented a working model integrating research into the corporate decision board and actively involving several areas of the company, research agency and a strategic consultant in a continuous process. This paper summarizes the structure of the working methodology for building a new editorial strategy to be used in both the short and long term.
This paper addresses the issue of socio-economic stratification of Latin American markets, and specifically that of Argentina. Transformations of the last decade have modified the regional scenario and have significantly altered the economic and socio-demographic structures. The authors argue that the current problems that the classification and stratification systems present today do not deal with their reliability or comparability, but - in an even more serious, basic and deeper dimension - with their validity. What has lost validity is the basic representation model of the socio-economic structure and of the rules of its dynamics. Market stratification based on 'hard' indicators is no longer applicable to the realities that are today - to state mildly - 'soft', and the logic of the mobility of which has been profoundly altered and overshadowed, adopting chaotic characteristics.
This paper addresses the issue of socio-economic stratification of Latin American markets, and specifically that of Argentina. Transformations of the last decade have modified the regional scenario and have significantly altered the economic and socio-demographic structures. The authors argue that the current problems that the classification and stratification systems present today do not deal with their reliability or comparability, but - in an even more serious, basic and deeper dimension - with their validity. What has lost validity is the basic representation model of the socio-economic structure and of the rules of its dynamics. Market stratification based on 'hard' indicators is no longer applicable to the realities that are today - to state mildly - 'soft', and the logic of the mobility of which has been profoundly altered and overshadowed, adopting chaotic characteristics.
Qualitative Research usually takes and observes intelligent photographs of social and consumer behavior, assuming that the evolution between points of observation is relatively linear. But movements are not linear, pictures are not valid and propositions fail. This is because when the social crisis is extreme, the change involves directions and values. In these scenarios, the health of brands is only secured by accompanying customers. As customers move constantly, a continuous instrument is required. In order to build decision-making instruments, the presenters articulate a continuous observatory of social behavior with a weekly branding strategies' Brand Lab.This analytical 'film' traces the evolution of social change, enabling detection of behaviors and implementation of actions and decisions in real time. With these instruments, Coca-Cola, McDonalds, Kraft, Blockbuster, Royal Ahold and Bimbo are feeding their decision-making processes in Argentina today.
The purpose of this paper is to describe a methodology that enables the discovery and comprehension of the new consumption geographies and brand links established in Argentina within the framework of the changes undergone in the last decade.
Based on a non-deterministic model â which implies prolonged processes, incorporates multiple unconventional actors and values progressive strategy building through non-linear trajectories â this paper describes transverse approaches and formats of relation and operation for installing locally managed consensual processes. The modelâs central goals are to generate consensual diagnostics, provide continual research-based feedback as a basis for decision-making, define positioning and support strategic planning. This stimulus and guidance of local actors in their strategic decisions requires an interactive and incremental logic deployed through successive approximations.
Based on a non-deterministic model â which implies prolonged processes, incorporates multiple unconventional actors and values progressive strategy building through non-linear trajectories â this paper describes transverse approaches and formats of relation and operation for installing locally managed consensual processes. The modelâs central goals are to generate consensual diagnostics, provide continual research-based feedback as a basis for decision-making, define positioning and support strategic planning. This stimulus and guidance of local actors in their strategic decisions requires an interactive and incremental logic deployed through successive approximations.