Msl pecha kucha_panama_jan2011


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Msl pecha kucha_panama_jan2011

  1. 1. <ul><li> 34 countries
  2. 2. One hardly knows the others
  3. 3. Many regions inside one</li></ul>LATAM Consumer Overview<br />MS&LGROUP<br />
  4. 4.
  5. 5. LATAM growth rate: + 6% in 2010<br />Paraguay: + 9,7%<br />Uruguay: + 9%<br />Peru: + 8,6%<br />Argentina:+ 8,4%<br />Brazil: + 7,7%<br />Chile: + 5,3%<br />Mexico: + 5,3%<br />Brazil + Mexico = 60% GDP<br />Brazil: US$ 1.6tri<br />Mexico: US$ 1.1tri<br />
  6. 6.
  7. 7. Fastest growing region <br />
  8. 8. Fastest growing region <br />Facebook- % Reach<br />Social Media % Reach<br />Twitter- % Reach<br />
  9. 9. What we believe<br />Real <br />Time <br />Engagement<br />
  10. 10. Goodbye pyramid<br />Hello web<br />The power is now with thousands of potential enthusiasts, not with the 10 most sought-after bloggers or journalists…<br />A real-time marketplace of communities where individuals engage with each other, as well as with brands and organizations, through social media.<br />
  11. 11. Strategic steps to reputation development<br />In the conversation economy, reputation development is more important than ever before<br />Advocacy<br />Trust<br />Favorability<br />Familiarity<br />Awareness<br />
  12. 12. What on earth does ER do?<br />
  13. 13. ER = Real-Time Engagement<br />Make the <br />content tangible<br />Create a acceptable concept<br />Make it <br />happen on and <br />offline<br />Spread the WOM<br />
  14. 14. Path for managing reputation in real-time<br />Real-Time Conversation<br />Real-Time Content<br />Real-Time Community<br />Real-Time Conversion<br />
  15. 15. ER + Social Networks <br />on and offlineagents<br />Advocacy + WOM<br />
  16. 16. CHALLENGE<br /><ul><li>Motivate key Brazilian target media to cover issues related to “slow intestines” - a “taboo” subject. </li></ul>STRATEGY<br /><ul><li>Plan and execute Activia 15 Challenge at major Brazilian publishers offices to position products benefits
  17. 17. Develop and promote an Activia Website
  18. 18. Edit a key message board based on slow intestine scientific articles (requested to a range of renowned physicians)
  19. 19. Promote association with key medical institutions (gastroenterologists and nutritionists)</li></ul>RESULTS<br /><ul><li>In four months, over 200 different qualitative articles were published
  20. 20. In ABRIL headquarters' about 1,000 journalists experienced the brand/ product (sampling) </li></li></ul><li>CHALLENGE<br /><ul><li>Stimulate change in young people attitude regarding alcoholic beverage consumption</li></ul>STRATEGY<br /><ul><li>Build a close relationship with the target integrating ONLINE and OFFLINE platforms motivating thoughtfulness through creativity
  21. 21. Create the concept “Celebrate with Success without Excess” and develop a Cultural Contest/Competition - ONLINE campaign activated offline
  22. 22. “Blitze” on the streets, with visits to 50 pubs and 12 universities</li></ul>RESULTS<br /><ul><li>More than 1 million people impacted
  23. 23. More than 60,000 active participants on the contest (uploads, votes and views)</li></li></ul><li><ul><li>CHALLENGE
  24. 24. To link BIMBO brand to the nutritionists community positioning them as prestigious health professionals and showing the innovation capabilities of the Company in the food and nutrition field
  25. 25. STRATEGY
  26. 26. To create Pan-American Award BIMBO, an Award in Nutrition, Food Science and Technology, which responded to the Company’s concern for population’s health and nutrition improvement, by promoting scientific research
  27. 27. To define a regional approach by naming the award "Pan", making it from local to regional level of impact
  28. 28. To develop bonds with Universities
  29. 29. To create communicational materials for the academic, scientific and specialized journalists
  30. 30. To develop a regional Media Campaign
  31. 31. Creation of a website
  32. 32. RESULTS
  33. 33. Hundreds of participants from all countries in Latam were registered
  34. 34. After the overwhelming success of its first edition, the award has been installed as an every year prize-giving</li></li></ul><li>
  35. 35.
  36. 36. 2,700 employees in 100 markets.<br />2,700 employees in 100markets<br />
  37. 37. Thank you for your interest.<br />Erin Hanson &FabianaRodrigues<br />
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