Presentation by Josafat Solis of McCann Erickson on emerging customers

2. Who is the biggest
country in LATAM?

4. 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”

6. •
Mexico
city
•
Monterrey
•
Quetzaltenango
•
Guatemala
City
•
Panama
City
•
Medellín
•
Cali
•
Bogotá
•
Antofagasta
•
San>ago
•
Sao
Paulo
•
Rio
de
Janeiro
•
Bahía

8. 8 keys to enter
the Emerging
Consumer
Country

9. 1
The right profile
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.

10. The Strategic Talent
The thinker behind the opportunities, the starting point of our strengths
The Management Talent
5 profiles behind
Most probably the unit leader, for his profile on salesmanship,
project management, business, numbers.
The Creative Talent
The brand experience and “dream come true” deliverer behind the
thinking
an integrated
thinking, all with a
The BTL Talent
The immediate contact with the natural environment of this Emerging specific role
Consumer –the street
The Engagement Talent
The engager, the planner behind those moments in which we need to
understand how to deliver our message

11. 2
Creative research + Creative comprehension
“Eche ojo”
Use local people as “spyes”
to obtain information about
specific topics on a regular
basis.
“Paseo de olla -
Tríadas”
Field research, experiential Multidisciplinary workshops to
exercise. Join the consumer to torture minds, innovate, NPD, etc.
entertainment activities, to see
social dynamics, introduce topics,
discuss with them, touch their
reality.

12. 3
Avoid preconceptions
They are not poor, they see themselves as emerging middle-class
180
160
140
120
100
Irregular
income
80
Regular
income
60
Up
to
US$
800
40
Less
than
US$
400
20
0
I
am
I
am
poor
I
belong
I
am
I
am
extremely
to
the
low
middle
middle
poor
class
low
class
class

13. 3
Avoid preconceptions
“We have what matters,
life, health, food and the “We can’t complain, we have “I have a confortable life, once
“We are poor and there is most important thing, hope the necessary, and once in a in a while, we can even go out on
no hope for us” to keep moving forward” while, some luxury” vacation with the family”
Up to US$ 200 US$ 200 to US$ 400 US$ 400 to US$ 600 US$ 600 to US$ 800
monthly income monthly income monthly income monthly income
They are not a single mass of numbers

14. 3
Avoid preconceptions

15. 4
Develop value ecosystems
Eliminate
-­‐
Eliminates
hunger for +
hunger for
more hours
55%
less hours
Easy and
-­‐
Expensive
preparation,
aditional +
quick
preparation, 75.1%
not aditional
costs costs
Not easy to
vary, combine Easy to vary,
combine or
-­‐
+
86.1%
or recycle in
different recycle in
recipes different
recipes
-­‐
Not so
healthy +
Healthy 66.8%
-­‐
Only come in
one type of
presentation +
Come in big,
small and bulk 86.4%
presentations

16. 5
Stimulate their senses, to stimulate sales
Crucial, in this segment physical appearance is strategic

17. 5
Stimulate their senses, to stimulate sales
Aroma is key
driver in
beauty . . .
Many of them
use to work for
hours under
the sun or in
hot
environments.
Texture and thickness is At the end of
highly important in food the day their
smell can be
very strong.

18. 6
Three types of marketing working together
Social marketing Political marketing Commercial marketing

19. 7
Group targeting vs individual targeting
Financial
support
Support
on
family
–
housekeeping
Lending
money
Contribu9on
Lends
name
or
Cooking
Exchange
Taking
Healthcare
to
budget
card
labors
care
of
kids

20. 8
Barrio is the vehicle
Influencers
in
food
-­‐
GROCERY STORE Places
and
iNTIMATE NETWORK 85.15% frequency frequency
of
visit
nutri9on
(Mothers, grandma)
of visit
90% of influence (More than once CHURCH
weekly) 43.07% frequency
CLOSE NETWORK
of visit
(women leaders of
community) (More than once
weekly)
61.4% of influence
MARKET
37.62% frequency
of visit
MID NETWORK (1 - 2 times monthly)
(Neighbors, friends from
church)
49.1% of influence COMMUNITY SCHOOL
32.92% frequency of
visit
MEDIA NETWORK (More than once
(TV shows, specialized
weekly)
publications) 44.1% of
influence EXPERTS NETWORK HOSPITAL
(Nutricionists, doctors) 29.70% frequency
15.8% of influence (1 - 2 times monthly)

21. 1
The right profile
Creative research +
2
Creative comprehension
3
Avoid preconceptions
4
Develop value ecosystems
Stimulate their senses, to
5
stimulate sales
Three types of marketing
6
working together
Group targeting vs individual
7
targeting
8
Barrio is the vehicle

23. sehablalatam@mccann.com