Transcript Millward Brown Optimor London

Marketing Across
the Americas
Carly Stiles, Hilary O'Bryan
"Marketing News checked in with our
neighbors to the north and south—from
Canada to Argentina—to discover how brands
that excel in their local marketplaces are
building brand awareness, boosting sales,
fostering customer loyalty and staying true to
their brand promises."
- Marketing Across the Americas
Canada
Canadian Tire
• 87-year history, 52-year loyalty program
• In 1997, 85% of Canadians were within a 15minute 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
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
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.
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.”
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?
o Canadians value strong national roots
o Mexico and Brazil value service and brand promises
o Argentina values sports marketing
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?