Travelpass is a customer loyalty programme developed in Argentina and based on a cobranding card integrated by four main shareholders companies: Shell, Banco de Galicia, Telecom and Supermercados Norte, and other twelve companies among different industries (pharmacy, toys, restaurants, optical shop, etc.). This paper, based on concepts such as customer loyalty, CRM, and shopper understanding, shows the integration of information technology, data mining models and market research tools with the real world business problems, and how these support, drive and measure marketing and CRM actions.
This paper provides a portrait of Argentina today in order to allow outsiders a glimpse of the extreme changes the society is undergoing and its impact on businesses as a result of the Argentinean crisis.
This paper delves into children and their relationship with the characters that make up their world, their features, origins, aesthetics, the stories in which they are involved and the different roles played. Preferences for local vs. global, fiction vs. reality, what is explicitly targeted to them vs. teenage and adult proposals, cartoon format vs. âlive actionâ, male vs. female characters and the values they represent are examined.
This paper describes a strategic market research investigation conducted throughout Latin America. The primary objectives of this investigation focused on segmenting the television viewing audience; determining viewer loyalty and brand equity toward specific television networks; identifying the underlying issues and attitudes that define the individual networks' brand equity; profiling network viewers; and linking the network assessments with the television viewer landscape to enhance programming, scheduling, marketing, and other strategic competitive initiatives.
This paper summarizes the preliminary results of a recent study conducted with the objective of supplying new themes for our debate on the female gender, providing deeper information on the thought process and actions of women in our time. The study was conducted for and served various clients from different sectors; companies (Avon, Electrolux and Sadia), governmental agencies (National Council for Women's Rights of the Ministry of Justice in Brasilia) and society as a whole since part of the results were made available for debate and published in the media. In terms of results, it verified that despite the obvious conquests of the female population in the last century - increasing presence in universities, the professional area and in more powerful decision making positions - nonetheless, women are experiencing a lot of sadness. Lack of time, accumulated tiredness when faced with numerous tasks and the feeling of loneliness seem to afflict her life.
This paper describes the main purposes of a convenience goods website. The use of the website in the development of the product's image, constructing stronger trademarks with deeper meanings, is analyzed. Furthermore, several applications of websites related to CRM activities are presented, overcoming barriers of implementation in this product category. Finally, results of an investigation related to an empirical case in the Chilean market is discussed, illustrating the effects of the trademark's loyalty and image.
This paper aims to inform marketers and researchers interested in Mexico's market about how the Mexican Association of Research and Public Opinion Agencies (AMAI) has dealt with the problem of defining a common ground where all parties involved (research, advertising and media agencies, along with advertisers) talk the same language in terms of socio-economic levels. Additionally the paper aims to make a brief comparison among the SEL classifying systems used in the three main economies of the Latin American world in order to provide a first approach to what could in the near future become a simple rule of 'comparability' among the three systems. This idea does not mean, at this moment, to create a unique classifying system for the three countries. On the contrary its aim is to look for ways in which the outcomes of the already developed statistical models for classifying households could be more comparable. Nevertheless, in the future a common system should be jointly created by the professional research associations involved.
This paper describes the internal process undertaken by Reckitt Benckiser Brazil in order to achieve their goal, as a socially responsible organization, to attracts, maintain and motivate superior talent, adapt rapidly to changing environment, fully satisfy customers while contributing to the community and society in general. The results of the employee segmentation study are described. The paper provides a case study in how to use marketing research to foster and link corporate competitive advantage and social actions.
This article describes the methodology of a purchase behavior observation study, known but little used in Latin American countries, and its applications that helped to categorize management decisions in hypermarkets in Colombia for the direction of four categories of beverages and chocolate candies. It is shown that brand equity is the determinant factor in consumer decisions and that point of purchase strategies must also be related to brand management using mass media. It also helps close the gap in information between what the consumer 'says he does' and what 'he really does'.
Based on results from the latest wave of the Roper Reports Worldwide Study, a consumer trends survey, this paper examines results of the 2002 wave conducted in Mexico, Brazil, Argentina and Venezuela and examines relevant trends that shed light on the future of Latin America as a single market.