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Research papers

Brazil breaks barriers

This presentation describes the idiosyncrasies in Brazil and the focus group initiative that has been launched by the IBM Brazil marketing team to engage sellers to obtain feedback and educate them on the company's new advertising campaign to be...

Catalogue: Latin America 2008
Authors: Tim Bohling, Jussara Unis
Company: IBM Corporation
May 13, 2008

Research papers

Latino youngsters

Youth (defined as 16-25) in Latin America is both an actor and a target of change. At that age, they are either at school (High school or University) or entering the productive world. Not only are they consumers (and vectors of fads, new values,...

Catalogue: Latin America 2008
Authors: Brieuc Martin-Onraet, Gregorio de Villa
May 13, 2008

Research papers

The power of emotions

A theoretical framework exploring the importance of Multisensory strategies as the entrance to the consumer's mind and heart in order to create an emotional relationship between a brand and the client. How could a company create real emotions that...

Catalogue: Latin America 2008
Author: Karla Barajas Portas
May 13, 2008

Research papers

Cyber quali

With the advance of globalization and the new demands imposed by the reality of the 21st Century, the search for new routes for the development of Market Research has become imperative, and the opportunity to conduct online research has been one of...

Catalogue: Latin America 2008
Author: Diva Maria Tammaro de Oliveira
May 13, 2008

Research papers

The 'glo-cal' branding toolkit

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...

Catalogue: Latin America 2008
Authors: Mauricio Yuraszeck, Gabriela Ugalde Romagnoli
Companies: Nestlé, KANTAR TNS Malaysia
May 13, 2008

Research papers

The myth of the invincible global brand

Companies face a strong imperative to take their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their brand shares have leveled off at home. Consequently,...

Catalogue: Latin America 2008
Authors: Jorge Alagon, Nigel Hollis
Company: KANTAR TNS Malaysia
May 13, 2008

Research papers

Once gotten, not forgotten

Lidia Oie, responsible for the Qualitative Studies Area at one of the biggest marketing research enterprises in Latin America, will describe the uses and achievements of deprivation studies. This technique allows to identify the value that a product...

Catalogue: Latin America 2008
Author: Lidia Oie Jiques
Company: Ipsos MRBI
May 13, 2008

Research papers

Internet on wheels

The e-commerce Industry has been increasing at a steady pace worldwide for the past 5 years. However, in emerging markets its relevance and accelerated growth has just started in the past 1 to 2 years and it will continue to grow as internet...

Catalogue: Latin America 2008
Authors: Ivan Casas, Gonzalo Peña, Guilherme Caldas de Castro
May 13, 2008

Research papers

An ocean of brands

As markets evolve it is becoming more difficult for brands to differentiate. They are competing in the same ocean, with sharks and species as dangerous and aggressive as they are. Brands with a strong emotional link will be at the top of its...

Catalogue: Latin America 2008
Authors: Laura Ruvalcaba, Deborah Elkes
May 13, 2008