First Brand Pitch for Falabella; International Branding at Trinity University.

1. contigo toda la vida
Brand Pitch Assignment #1 J. Ademar Perez February 8th, 2016

2. 1889
Today
Salvatore Falabella
Alberto Solari
CMR Falabella
Internationalization
Viajes y seguros falabella
Merged with Sodimac SA
Falabella: Quick History
Headquartered in
Santiago, Chile

3. Monolithic endorsed independentMonolithic Endorsed Independent
Brand Relationship

4. Customer-Based Brand Equity
Brand Manager Customer
One of the largest consolidated
companies in Latin America
Chilean brand; acquired Sodimac
Lifestyle and services firm
International department store with
services components
Integration Convenience
Consumer source for life’s
necessities
Beloved, but not top brand
Who are you?
What are you?
What about
you?
What about
you and me?

5. Massive middle
class & low-end
population
contigo toda
la vida
Target Market Strategy:

6. Target Market Competitor Brand Value Competitor
7 5 a
advertising services
offered
lifestyle

7. a55th
99th 125th
Deloitte Top 250 Global Powers of Retailing, 2016

8. • http://www.emol.com/noticias/economia/2015/01/12/698777/cencosud-y-falabella-se-
instalan-como-las-dos-mayores-empresas-de-retail-en-latinoamerica.html
• http://www2.deloitte.com/global/en/pages/consumer-business/articles/global-powers-of-
retailing.html
• http://www.millwardbrown.com/brandz/top-latin-american-brands/2015
• http://www.falabella.com/falabella-cl/category/cat40006/Nuestra-empresa
• https://blogs.ubc.ca/jessicamaureira/2015/11/15/blog-7-falabella-conquers-in-spite-of-
turbulence/
references