A Global Web Presence so Healthy... It Shines?

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Latin America is known as the home of many of the world’s most successful beauty queens, but how pretty — or ugly — do things get when some of the world’s largest beauty brands try to “go local”? What …

Latin America is known as the home of many of the world’s most successful beauty queens, but how pretty — or ugly — do things get when some of the world’s largest beauty brands try to “go local”? What lessons can be learned from global hair care brands when it comes to Latin America? What strategies work best for online marketing and which tactics are a recipe for failure? In this presentation, Nataly Kelly will review strategies used by Pantene and other hair care brands, to highlight best and worst practices employed by the company and its competitors when targeting Latin American audiences.

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  • 1. A Global WebPresence SoHealthy, ItShines?17 October 2012Nataly KellyTwitter: @csa_researchCopyright © 2012 by Common Sense Advisory, Inc.
  • 2. About Common Sense Advisory Global business and language research – Translation, localization, globalization, etc. – Dedicated multinational research team Independent industry research firm – Vendor-neutral, buyer-agnostic – Frequently cited in global media – Qualitative and quantitative research – Interdisciplinary demand-supply methodology Clients in 30+ countries 10 years in business
  • 3. How we conduct research
  • 4. What we’ll cover today Web strategies for top hair care brands in Latin America Case study: Pantene Other major players in the region Takeaways
  • 5. Region % Market % Market % Market Share Share Share 2010 2011 2012 Africa 0.13 0.26 0.27 Asia 8.59 7.43 12.88 Europe 42.26 42.07 49.38 Europe - Eastern 4.49 2.84 4.39 Europe - Northern 11.10 12.71 18.86 Europe - Southern 7.67 5.39 3.44 Europe - Western 19.00 21.13 22.69 North America 48.50 49.25 34.85 Oceania 0.35 0.66 2.00 Latin America .018 0.32 0.63 Totals 100.00 100.00 100.00Further reading: “The Language Services Market: 2012”
  • 6. But, in the case of Spanish... Which Spanish? Local terminology can very significantly
  • 7. Pantene One of the top brands from P&G Generates a reported US$2 billion in revenue worldwide A top brand in many Latin American countries Not the market leader in every single country Let’s take a look at its web strategy for LatAm
  • 8. Pantene offers 12 sites for Latin America
  • 9. Argentina gets a customized site... sort-of
  • 10. Pantene incorporates social media in Argentina
  • 11. Pantene’s Facebook page for Peru
  • 12. Bolivia, Colombia, Ecuador, and Venezuela... As of May 6, 2012
  • 13. To the brand’s credit, they fixed it.As of October 17, 2012
  • 14. Pantene’s Site for Mexico
  • 15. Pantene’s U.S. Spanish Site
  • 16. Pantene features 10 product lines in MexicoFive available in Argentina, four in Chile
  • 17. Argentina vs. Chile: Can you spot the difference?
  • 18. Pantene works with a famous Brazilian
  • 19. Imagine if...
  • 20. Four major takeaways Create a separate style guide for each country Conduct a quality assurance review for each country Display only the products that are available in each country Develop a social media strategy for each country “For each country”
  • 21. Major competitor: Sunsilk (owned by Unilever)
  • 22. Sunsilk (Colombia)
  • 23. Sunsilk (Ecuador)
  • 24. Sunsilk (Peru)
  • 25. Sunsilk (Chile)
  • 26. Sunsilk (Mexico)
  • 27. Sunsilk (Brazil)
  • 28. Sunsilk Did not have as many broken links Had targeted content for each country Did not mix up Ud./tú/vos on the same page Had many local tie-ins Had less prominent placement of Facebook and Twitter, but more prominent placement of YouTube
  • 29. Head & Shoulders: 17 country sites
  • 30. Head & Shoulders (Venezuela)
  • 31. Head & Shoulders (Argentina)
  • 32. Head & Shoulders (Brazil)
  • 33. Head & Shoulders (Ecuador?)
  • 34. Head & Shoulders (Definitely not Ecuador) Curls in Ecuador = Churos, chureado, churona
  • 35. The lesson? Don’t pretend to offer targeted content when you really don’t The customer prefers transparency and honesty
  • 36. What does all this mean? The best brands adopt local strategies Local culture matters tremendously “Latin American Culture” is like saying “European Culture” or “Asian Culture” – not very specific or useful Culture can mean a lot of things – Local celebrities and pop culture, ethnic composition, socioeconomic status, current trends, history, religion, and more... Language reflects culture, so language preferences matter – a lot!
  • 37. Let’s not forget... Spanish and Portuguese are not the only languages that matter in Latin America 10 million people speak Quechua 8 million people speak Guaraní 6 million people speak Mayan Pantene has dedicated websites for Portugal (10.5 million people), Norway (5 million people), and Slovenia (2 million people)
  • 38. In conclusion Think beyond Latin America – think local Think beyond yourself Think about the customer Let local voices guide you, and it’s hard to go wrong
  • 39. Q&A
  • 40. Thank you! Nataly Kelly nataly@commonsenseadvisory.com +1.978.275.2500 x 1203  Research: www.commonsenseadvisory.com  Twitter: @csa_research, @natalykelly Insight for global market leaders