Research of what Global Brands must do to penetrate the local market

1. Groep 2
Team 10

2. INDEX
1. Setting the scene:
How to go from desk findings to hypothesis
2. Our concept board
3. Interpretation of the consumer feedback
4. Final concept board
5. Learnings

3. SETTING THE SCENE: From desk findings to hypothesis
 STEP 1: Desk research
 Brands in Brazil
 Characteristics of Brazil
 Opportunities and threats
 STEP 2: Deeper look at campaigns (successful/failed) in Brazil
 STEP 3: Concept made of recurring facts, values and insights from cases
 STEP 4: Making of hypothesis based on desk research  3 values:
 Chauvinism
 Insecurity
 We-feeling
 STEP 5: Converting 3 values into 2 concepts
 Brazil as a nation
 We-feeling from Brazilians

4. CONCEPT BOARD

5. CONCEPT BOARD

6. CONCEPT BOARD

7. CONSUMER FEEDBACK: JOHNNIE WALKER
Graphic aspect and the special
effects are great!
The commercial
shows the beauty of Tagline ‘The giant is no longer
Brazil. That gives a asleep!’ fits with Brazil!
positive image about
Brazil!
The ‘Giant’ emphasizes our pride
of our country!
The actors and
effects don’t fit
with Brazil.
Commercials about
alcohol? That gives a
wrong message! Every drunk man will feel
appreciated and will be proud :/

8. CONSUMER FEEDBACK : JOHNNIE WALKER
Question Answer Conclusion
Do you know any Havaianas, Tipo Net, Binchinhos da Parmalat, Not one global brand
other great Bombril was mentioned = They
commercials? really like and are proud
of local brands
Why do you like They simply tell the truth and don’t make it over the They don’t want a
these? top commercially. They work with the positive brand to promise them
mood that every Brazilian has. A commercial has to everything and giving
lead to pleasure and happiness, but it may also nothing. Just the truth
contain some exciting aspects. Most of all, it has to in a friendly spoken way
give us a familiar feeling.
Why must a global Brazilians feel more connected to a brand when it Connection between
brand use Brazil reflects their habits, their country, their values. It’s Brazilian people is huge.
important that the beauty of our country is shown They truly rely
instead of the i.e. the poor parts of it. oneachother.

9. CONSUMER FEEDBACK: COCA COLA
Very cool campaign.. But I did
not know it…
I really do not
remember it. But it
will have been
succesful because our
youngsters love to
post about everything
This campaign is too much
focused on just one part of our
population: the youngsters.
That’s quite an old
campaign, right?

10. FINAL CONCEPT BOARD
One nation connecting through social
media & mobile
To conquer the Brazilian market companies
need to launch a shareable campaign that
merges the brand values with the national
pride.
“The commercial shows the beauty of Brazil.
That gives a positive image about Brazil! “
“I really do not remember it. But it will have been
succesful because our youngsters love to post
about everything”

11. PERSONAL LEARNINGS
 Interesting to explore and discover more about anothercountry, its culture and
its values
 Surprised by:
 the high usage of mobile devices in Brazil
 the fact that they cherish their nation this much
 the fact that public advertising is against the law
 The Johnny Walker and Nissan commercials were very impressive
 Hardest part was to find spot-on questions for the Brazilian consumers…
 The online discussion groups learned us once again that authenticity and
patriotism are very important

12. Groep 2
Team 10