Who is the biggest country in LATAM?�
200+ million people �(slightly bigger than Brazil).�
1,000+ bn dollars in purchasing power throughout the region (3rd largest economy in Latin America).�
“Maybe we are not rich, but we are not poor people, we have wonderful kids, a wonderful family”
• Mexico city • Monterrey
• Quetzaltenango • Guatemala City • Panama City • Medellín
• Cali • Bogotá
• Antofagasta • San>ago • Sao Paulo
• Rio de Janeiro • Bahía
8 keys to enter the Emerging
Consumer Country�
The right profile�1
You can´t be 50% involved, and pretend to be succesful.�It is about having the right people, the right profile, the right level of energy, the right amount of time committed to the project, the right
product or service.�
5 profiles behind an integrated thinking, all with a specific role�
The Management Talent �Most probably the unit leader, for his profile on salesmanship,
project management, business, numbers.�
The Strategic Talent �The thinker behind the opportunities, the starting point of our strengths�
The Creative Talent �The brand experience and “dream come true” deliverer behind the
thinking �
The BTL Talent �The immediate contact with the natural environment of this Emerging
Consumer –the street �
The Engagement Talent �The engager, the planner behind those moments in which we need to
understand how to deliver our message�
“Paseo de olla - Tríadas” �
Field research, experiential exercise. Join the consumer to entertainment activities, to see social dynamics, introduce topics, discuss with them, touch their reality. �
Creative research + Creative comprehension �2 “Eche ojo” �
Use local people as “spyes” to obtain information about specific topics on a regular basis.�
Multidisciplinary workshops to torture minds, innovate, NPD, etc.�
Avoid preconceptions �3
0
20
40
60
80
100
120
140
160
180
I am extremely
poor
I am poor I belong to the low
class
I am middle low class
I am middle class
Irregular income
Regular income
Up to US$ 800
Less than US$ 400
They are not poor, they see themselves as emerging middle-class�
“I have a confortable life, once in a while, we can even go out on
vacation with the family” �“We are poor and there is
no hope for us” �
“We have what matters, life, health, food and the
most important thing, hope to keep moving forward” �
“We can’t complain, we have the necessary, and once in a
while, some luxury” �
They are not a single mass of numbers�
Up to US$ 200 monthly income�
US$ 200 to US$ 400 monthly income�
US$ 400 to US$ 600 monthly income�
US$ 600 to US$ 800 monthly income�
Avoid preconceptions �3
Avoid preconceptions �3
Develop value ecosystems�4
Eliminate hunger for more hours + Eliminates
hunger for less hours
-‐
Easy and quick preparation, not aditional costs
+ Expensive preparation, aditional costs
-‐
Easy to vary, combine or recycle in different recipes
+ Not easy to vary, combine or recycle in different recipes
-‐
Healthy + Not so healthy -‐
Come in big, small and bulk presentations + -‐ Only come in
one type of presentation
55%
75.1%
86.1%
66.8%
86.4%
Stimulate their senses, to stimulate sales �5 Crucial, in this segment physical appearance is strategic�
Stimulate their senses, to stimulate sales �5
Aroma is key driver in beauty . . . Many of them use to work for hours under the sun or in hot environments. At the end of the day their smell can be very strong.
Texture and thickness is highly important in food
Three types of marketing working together �6
Social marketing� Political marketing� Commercial marketing�
Group targeting vs individual targeting�7
Lending money Contribu9on to budget
Lends name or card
Cooking Exchange labors
Taking care of kids
Healthcare
Financial support Support on family – housekeeping
Barrio is the vehicle �8
iNTIMATE NETWORK (Mothers, grandma) 90% of influence
MID NETWORK (Neighbors, friends from
church) 49.1% of influence
CLOSE NETWORK (women leaders of
community) 61.4% of influence
MEDIA NETWORK (TV shows, specialized
publications) 44.1% of influence EXPERTS NETWORK
(Nutricionists, doctors) 15.8% of influence
Influencers in food -‐ nutri9on
CHURCH 43.07% frequency
of visit (More than once
weekly)
MARKET 37.62% frequency
of visit (1 - 2 times monthly)
GROCERY STORE 85.15% frequency
of visit (More than once
weekly)
COMMUNITY SCHOOL 32.92% frequency of
visit (More than once
weekly)
HOSPITAL 29.70% frequency
(1 - 2 times monthly)
Places and frequency of visit
Barrio is the vehicle �8
Group targeting vs individual targeting �7
Three types of marketing working together �6
Stimulate their senses, to stimulate sales �5
Develop value ecosystems�4
Avoid preconceptions �3
Creative research + Creative comprehension�2
The right profile �1