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Marketing Across the Americas

Marketing Across the Americas. Carly Stiles, Hilary O'Bryan.

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Marketing Across the Americas

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  1. Marketing Acrossthe Americas Carly Stiles, Hilary O'Bryan

  2. "Marketing News checked in with ourneighbors to the north and south—fromCanada to Argentina—to discover how brandsthat excel in their local marketplaces arebuilding brand awareness, boosting sales,fostering customer loyalty and staying true totheir brand promises." - Marketing Across the Americas

  3. Canada Canadian Tire • 87-year history, 52-year loyalty program • In 1997, 85% of Canadians were within a 15-minute drive of a Canadian Tire store • Was threatened when Wal-Mart entered the market in 1994 • Emphasis on community involvement and nostalgia in advertising • Private-label products help with differentiation  Rona • Started in 1939, but didn't expand into Ontario and West Canada until the most recent decade • Aggressive acquisitions and expansions  • Competed with Home Depot and Lowe's due to national-pride oriented advertising, Olympics sponsorships, and incentive programs • Helped avoid major declines by offering a loyalty program for tax-credit-eligible purchases

  4. Mexico TelCel • Controls 70% market share; 60 million subscribers • High customer loyalty through strong service and marketing • Exclusive carrier of the iPhone • Sports and entertainment sponsorships • "It is an anomaly in the category in that it is loved by people and mobile operators don't tend to be loved by people" -Cristiana Pearson, Millward Brown Optimor London

  5. Brazil • Natura • Originated in 1969. • Brazil's most environmentally friendly company. • 6th most valuable brand in Brazil. • Products are sustainable, and the company promises 33% less carbon emissions. • Business has expanded to Latin America, France. • One Million Consultants. • $250 million added to marketing budget the last two years, company grew five-fold.

  6. Argentina Banco Hipotecario • Took a different marketing scheme than most banks by sponsoring the largest soccer club in Argentina. • Instead of putting their logo on the jerseys, they promoted how they weren't going to. • “We did it in the context of an integral plan of communication that basically showed how an average brand would tackle a sponsorship and how an innovative brand should do it.”

  7. How this relates to Marketing • It is important to look beyond our borders to gain understanding and knowledge of what makes foreign companies successful • Consumer Behavior will help US companies succeed. What is important to the US consumer? • Canadians value strong national roots • Mexico and Brazil value service and brand promises • Argentina values sports marketing

  8. Questions Do you think with the marketing concept of "the world is flat," these companies will continue to thrive in their home country? What would you do if you were one of these companies to protect yourself from being overtaken? If you were a company in the United States wanting to enter one of these markets, what would you do?

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