We share the case of Havanna - a relevant company in Argentina, valuable and respected in a region that leads one of those few (and at this point we would say strange) categories that have no multi-national competence, and is therefore responsible for undertaking the strenuous task of leading the market. It is the case of a company, that facing new consumer trends and a transformation in the competitive scenario, has stepped out of its comfort zone to re-think. Our intention in this paper is to highlight the advantages of re-purposing for a small business, because we think that by making weakness a virtue, what we learn from the process can be extrapolated.
Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design, but a need we faced during the development of the project. We opened the behind the scenes of the context methodology we used in Coca-Cola South Latin America (Argentina, Bolivia, Chile, Paraguay, Peru? and Uruguay), the good moves and the setbacks in its implementation, to add to the debate the true meaning of operating in real time. We understand that this concern is not only part of our agenda, but of the agendas of many other companies as well.
Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design, but a need we faced during the development of the project. We opened the behind the scenes of the context methodology we used in Coca-Cola South Latin America (Argentina, Bolivia, Chile, Paraguay, Peru? and Uruguay), the good moves and the setbacks in its implementation, to add to the debate the true meaning of operating in real time. We understand that this concern is not only part of our agenda, but of the agendas of many other companies as well.
Latin America is economically thriving, however, the region misses a conceptual framework to organize business in the new economy. With a consumer confidence crisis eroding institutions and, and the exclusion of income from an emerging middle class from the financial system, Zurich Life was motivated to reposition its brand repositioning to focus on three key imperatives: Leadership, Renovation and Identity. Learn how Zurich Life Latin America used strategy definition to re-establish their business division in a thriving region.
Latin America is economically thriving, however the region misses a conceptual framework to organise business in the new economy. With a consumer confidence crisis eroding institutions and, and the exclusion of income from am emerging middle class from the financial system, Zurich Life was motivated to reposition their brand repositioning to focus on three key imperatives: Leadership, Renovation and Identity. Learn how Zurich Life Latin America used strategy definition to re-establish their business division in a thriving region.
During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience. In order to understand how brand promises are received by customers and in order to develop hypotheses to guide actions that activate the desire at purchase, the paper identifies motivations, desires, imagery, knowledge and expectations deployed while buying soft drinks in Argentina, Bolivia, Chile, Paraguay, Peru and Uruguay. The paper articulates theoretical developments and research methodologies semiology and ethnographic analyses, productive workshops, observation, surveys which contribute to shift the central place of corporate communications to regional strategies.The paper concludes that strategic marketing at the purchase channel has a core place in brand building
Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing readership declines among the younger audience segments. Because the younger generation is increasingly less interested in traditional newspapers, Clarín 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.