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Presentation by Josafat Solis of McCann Erickson on emerging customers

Presentation by Josafat Solis of McCann Erickson on emerging customers

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  • 1. Who is the biggest country in LATAM?
  • 2. 200+ million people (slightly bigger than Brazil). 1,000+ bn dollars in purchasing power throughout the region (3rd largest economy in Latin America). “Maybe  we  are  not  rich,  but   we  are  not  poor  people,  we   have  wonderful  kids,  a   wonderful  family”  
  • 3. •   Mexico  city   •   Monterrey   •   Quetzaltenango   •   Guatemala  City   •   Panama  City   •   Medellín   •   Cali   •   Bogotá   •   Antofagasta   •   San>ago   •   Sao  Paulo   •   Rio  de  Janeiro   •   Bahía  
  • 4. 8 keys to enter the Emerging Consumer Country
  • 5. 1   The right profile You can´t be 50% involved, and pretend to be succesful. It is about having the right people, the right profile, the right level of energy, the right amount of time committed to the project, the right product or service.
  • 6. The Strategic Talent The thinker behind the opportunities, the starting point of our strengths The Management Talent 5 profiles behind Most probably the unit leader, for his profile on salesmanship, project management, business, numbers. The Creative Talent The brand experience and “dream come true” deliverer behind the thinking an integrated thinking, all with a The BTL Talent The immediate contact with the natural environment of this Emerging specific role Consumer –the street The Engagement Talent The engager, the planner behind those moments in which we need to understand how to deliver our message
  • 7. 2   Creative research + Creative comprehension “Eche ojo” Use local people as “spyes” to obtain information about specific topics on a regular basis. “Paseo de olla - Tríadas” Field research, experiential Multidisciplinary workshops to exercise. Join the consumer to torture minds, innovate, NPD, etc. entertainment activities, to see social dynamics, introduce topics, discuss with them, touch their reality.
  • 8. 3  Avoid preconceptions They are not poor, they see themselves as emerging middle-class 180   160   140   120   100   Irregular  income   80   Regular  income   60   Up  to  US$  800   40   Less  than  US$  400     20   0   I  am   I  am  poor   I  belong   I  am   I  am   extremely   to  the  low   middle   middle   poor   class   low  class   class  
  • 9. 3  Avoid preconceptions “We have what matters, life, health, food and the “We can’t complain, we have “I have a confortable life, once “We are poor and there is most important thing, hope the necessary, and once in a in a while, we can even go out on no hope for us” to keep moving forward” while, some luxury” vacation with the family” Up to US$ 200 US$ 200 to US$ 400 US$ 400 to US$ 600 US$ 600 to US$ 800 monthly income monthly income monthly income monthly income They are not a single mass of numbers
  • 10. 3   Avoid preconceptions
  • 11. 4  Develop value ecosystems Eliminate -­‐   Eliminates hunger for +   hunger for more hours 55% less hours Easy and -­‐   Expensive preparation, aditional +   quick preparation, 75.1% not aditional costs costs Not easy to vary, combine Easy to vary, combine or -­‐   +   86.1% or recycle in different recycle in recipes different recipes -­‐   Not so healthy +   Healthy 66.8% -­‐   Only come in one type of presentation +   Come in big, small and bulk 86.4% presentations
  • 12. 5  Stimulate their senses, to stimulate sales Crucial, in this segment physical appearance is strategic
  • 13. 5  Stimulate their senses, to stimulate sales Aroma is key driver in beauty . . . Many of them use to work for hours under the sun or in hot environments. Texture and thickness is At the end of highly important in food the day their smell can be very strong.
  • 14. 6  Three types of marketing working together Social marketing Political marketing Commercial marketing
  • 15. 7   Group targeting vs individual targeting Financial  support   Support  on  family  –  housekeeping     Lending  money   Contribu9on   Lends  name  or   Cooking   Exchange   Taking   Healthcare   to  budget   card   labors   care  of   kids  
  • 16. 8   Barrio is the vehicle Influencers  in  food  -­‐   GROCERY STORE Places  and   iNTIMATE NETWORK 85.15% frequency frequency  of  visit   nutri9on   (Mothers, grandma) of visit 90% of influence (More than once CHURCH weekly) 43.07% frequency CLOSE NETWORK of visit (women leaders of community) (More than once weekly) 61.4% of influence MARKET 37.62% frequency of visit MID NETWORK (1 - 2 times monthly) (Neighbors, friends from church) 49.1% of influence COMMUNITY SCHOOL 32.92% frequency of visit MEDIA NETWORK (More than once (TV shows, specialized weekly) publications) 44.1% of influence EXPERTS NETWORK HOSPITAL (Nutricionists, doctors) 29.70% frequency 15.8% of influence (1 - 2 times monthly)
  • 17. 1   The right profile Creative research + 2   Creative comprehension 3   Avoid preconceptions 4   Develop value ecosystems Stimulate their senses, to 5   stimulate sales Three types of marketing 6   working together Group targeting vs individual 7   targeting 8   Barrio is the vehicle
  • 18. sehablalatam@mccann.com