The following presentation shows how L'Oréal Spain evolved from a classic social listening practice, based on text interpretation, to image-based analytics by developing AI existing algorithms with machine-learning techniques. Discovering how fast the evolution has been in an environment where text is obsolete and image is king, forced us to push our technological boundaries to better understand the key agents in the beauty social ecosystem: influencers, brands and of course, our consumers. In addition, we have learned how the relevant insights that were detected helped L'Oréal Spain to be closer to our customers, learn from them and communicate in the most meaningful manner in order to maintain our leadership as the number 1 beauty player in the market.
For the first time in the history of the Spanish TV ecosystem, it is possible to measure and understand the holistic viewing behaviour of a TV Show across all platforms with the use of audio matching technology.
The following report shows how L'Oréal Spain evolved from a classic social listening practice, based on text interpretation, to image-based analytics by developing AI existing algorithms with machine-learning techniques. Discovering how fast the evolution has been in an environment where text is obsolete and image is king, forced us to push our technological boundaries to better understand the key agents in the beauty social ecosystem: influencers, brands and of course, our consumers. In addition, we have learned how the relevant insights that were detected helped L'Oréal Spain to be closer to our customers, learn from them and communicate in the most meaningful manner in order to maintain our leadership as the number 1 beauty player in the market.
Many companies measure brand health from awareness, image and loyalty. These three variables are measured over time, but they do not really help manage brand growth and its contribution to business. We have created the Triple E model, which solves this problem. After a year of academic research involving reading and evaluating all the publications related to brand metrics, we have developed a new model consisting of 3 dimensions: Energy, Essence and Experience of the brand. With this type of model we can tell companies where their brand is, how improving this metric will help business, and how to achieve it - both in terms of content and in terms of the way the brand is experienced.
A lot has been said and written about social media consumers, but few empirical longitudinal studies have been done on them in Latin America. Through this study, we will see how in the past three years, important changes have occurred in the way Latin American consumers interact with brands through social media and mobile devices. We will explain this evolution not only in terms of frequency of usage but also in very specific attitudes and behaviour which challenge the traditional methodologies that are used more than 90% of the time by market research firms in LATAM to understand these new consumers. 95% of internet users in LATAM access social networks, 100% of them have mobile devices and many of them use these to interact with brands. So how should we use the mobile devices to better understand the consumers?
This paper examines the recent changes with respect to Spains image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and business-oriented. The Spanish investment in Latin America is one of the most notable phenomenons related to globalisation. Furthermore, Spanish companies have contributed to significant changes in the Latin American business culture. Secondly, in terms of market research, it entails applying the brand image concept in an unusual context; and has added infrequent players, such as governments and high management, to the brand problematic.
This paper examines the recent changes with respect to Spains image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and business-oriented. The Spanish investment in Latin America is one of the most notable phenomenons related to globalisation. Furthermore, Spanish companies have contributed to significant changes in the Latin American business culture. Secondly, in terms of market research, it entails applying the brand image concept in an unusual context; and has added infrequent players, such as governments and high management, to the brand problematic.
Over the past twenty years there appears in Europe an increase in the demand of by-products and a blockage of the fresh consumer market, decisively contributing to the existence of excess supply in some varieties, when there is overproduction in a season, and the oversupply of the market is increased, provoking a prices drop. The cost of raw material in Spain is high and the industry is basically supplied from collecting raw material in a marginal form, under adverse climatical situations of overproduction, or through subsidies. After a first reference to the juice industry in the world, the Spanish reality is set out in the subjects concerning the structural characteristics, varietal composition, EEC policy and production costs. The major conclusion is the need for setting up the development of the industry on basis different from the current, with plannings in the supply of raw material, withdrawing from the fresh supply the inferior qualities, a measure that would be viable through interprofessional agreements, or by cooperative system. Although the world market of concentrated juices is very competitive in favour of the countries that dominate it, the Spanish citriculture should not have renounced to the extension of the industry in view of the blockage of the fresh market, and the increase of juice consumed. With the purpose of optimizing the economical result of the fresh market shipments, an optimization model of the supply is presented, through a function of global demand set out in weeks, which makes it possible to quantify the amounts and qualities that must be withdrawn from the market to be destined for the processing industry. Two criteria have been considered for this: maintenance of price levels, and of weekly incomes. The characteristics of the functions utilized have allowed to establish substitutions between amounts and quality levels, maintaining unchanged the prices or the incomes.
This paper discusses the background to the Adams launch into Spain. The approach to the research and methodology are covered in some detail. The foundation for the research programme was provided by an appraisal of the Spanish retail scene conducted by the project team. The research methodology involved a series of Accompanied Shopping Trips followed by a main programme of Extended Focus Groups, during the course of which all aspects of the Adams' proposition - from name and logo through product range and store interiors- were assessed by the Spanish consumer. The paper describes how each of these elements were communicated in the groups and discusses some of the findings. The research confirmed the very real opportunity for the Adams proposition in Spain. Guided by the findings, in December, 1992 Adams opened two outlets. Both of these have been a phenomenal success. Adams now has the opportunity to fully exploit its launch by immediately following through with further store openings, a number of which are planned for this year.