marketing latam - 09 promotion
TRANSCRIPT
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Global MarketingDoing Business in Latin America
9. Promotion
This presentation (and extra material) belongs to Natalia Ceruti´s Global Marketing Course, within the Leading the Way to Success in Latin America Program. Should not be copied, nor reproduced, in full or in parts, without Natalia Ceruti´s permission.
Promotion in LA
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Advertising Challenges
• Regional cable & satellite
• TV segments
• Neutral Spanish in regional TV ads
• Legal: stricter laws re comparative advertising
• Non-traditional advertising
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Marketing in LATAM needs to be different… More than 40% of population did not graduate from high school
Source: Nielsen Consumer Panel 2005 // Pulso Socio Demográfico Venezuela Datos 2006
Argentina Brazil Chile Colombia Mexico Venezuela
MEDIUMHigh School
HIGHCollege
(University) or +
LOWElementary
No Education Incomplete Elementary
45% 60% 48% 59% 55% 40%
13% 15% 10% 16% 13% 15%
30% 22% 11% 19% 26%30%
12% 3% 13% 14% 13% 18%
Actual Education Level
13%
38%
37%
12%
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Low SELs & Comprehension
Magistral - 8 Weeks
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Panama
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Buenos Aires
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Uruguay
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Chile
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Lima
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Advertising Messages
• Football, football, football
• Be cool
• Be clear (no double meanings)
• Enjoy life
• Green consciousness
• Teenagers targeted
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Coca Cola Light - Football
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Sponsoring Sports
FootballRugby – Los PumasJockey – Las LeonasBlind Football – Los MurciélagosBasquet – Ginóbili?Volley?Polo
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Adress Real Feelings
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Adress Real Feelings
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Andes: Teletransporter
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Global Ads
Axe – Chocolate
Ford Ka - Baby
Dove – Self Esteem
Skip – The Stain
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Sources
• Cateora, P., Gilly, M. and Graham, J. (2009). International Marketing, 14th ed. New York: MacGraw-Hill.
• Czinkota, M. and Ronkainen, I. (2010). International Marketing, 9th ed. New York: Cengage Learning.
• Keegan, W. and Green, M. (2011). Global Marketing, 6th ed. New Jersey: Pearson Education.
• Kerin, R., Hartley, S. and Rudelius, W. (2007). Marketing The Core, 2nd ed. New York: MacGraw-Hill Irwin.
• Kotler, P. and Armstrong, G. (2006). Principles of Marketing, 11th ed. New Jersey: Pearson Education.
• Kotler, P. and Keller, K. L. (2009). Marketing Management, 13th ed. New Jersey: Pearson Education.