Abstract:

The purpose of this presentation is to show how Nestle; is facing the challenges of entering the Latam market successfully and how it is providing guidance for a global strategic brand development with a local solution in the arena of the Employer Branding;. Actually, companies are making use of marketing techniques that have worked successfully with consumers and are applying them to engage employees. This case study shows the difficulties that exist when looking for a local solution, across the Nestle Austral American Region, keeping the identity of the employment market of each country and the value of the global proposal. Moreover, it is remarkable to know how a global company could capitalize on branding, its values, as well as being able to save costs, time and duplication efforts. This paper is a whole description of the research plan, the background explanation, the creative work with HR team, as well as advertising and media agencies. This experience could be repeated in other companies as a real opportunity. It is also a good case study to reveal new possibilities and widen a new field for Marketing Researches.