Marketing Latam - 09 Promotion

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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


Advertising Challenges

• Regional cable & satellite

• TV segments

• Neutral Spanish in regional TV ads

• Legal: stricter laws re comparative advertising

• Non-traditional advertising


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%


Low SELs & Comprehension

Magistral - 8 Weeks


Panama


Buenos Aires


Uruguay


Chile


Lima


Advertising Messages

• Football, football, football

• Be cool

• Be clear (no double meanings)

• Enjoy life

• Green consciousness

• Teenagers targeted


Coca Cola Light - Football


Sponsoring Sports

FootballRugby – Los PumasJockey – Las LeonasBlind Football – Los MurciélagosBasquet – Ginóbili?Volley?Polo


Adress Real Feelings


Adress Real Feelings


Andes: Teletransporter


Global Ads

Axe – Chocolate

Ford Ka - Baby

Dove – Self Esteem

Skip – The Stain



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.