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Marketing Across Americas

Marketing Across Americas. Alexandria DuBry Jennifer Swinford. How brands that excel in their local markets:. Building brand awareness Boosting Sales Fostering customer loyalty S taying true of brand promises. Canada. Canadian Tire. Canadian Tire & Rona home renovation. Value

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Marketing Across Americas

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  1. Marketing Across Americas Alexandria DuBry Jennifer Swinford

  2. How brands that excel in their local markets: • Building brand awareness • Boosting Sales • Fostering customer loyalty • Staying true of brand promises.

  3. Canada

  4. Canadian Tire • Canadian Tire & Rona • home renovation. • Value • Increase from 2008 to 2010 • Canadian Tire: 4% • Rona: 3% • Rank: Interbrand’s Best Canadian Brands in 2010 • Canadian Tire: 11th • Rona: 20th

  5. Canadian Tire 1997: 85% of Canadians were within a 15 minute drive of one of their stores. 1994: Wal-Mart expanded into Canada. Canadian Tire got to work with a new store format and expansion strategy lost some share, made up by expansion. 100 years of connection to community [for Canadian Tire] versus 10 years [for Wal-Mart], you’ve got a lot more momentum and inertia around Canadian Tire.” momentum, and the company’s prevalent locations, kept Wal-Mart at bay. remained competitive on price, http://www.youtube.com/watch?v=QlmwuwhCsgM&feature=endscreen&NR=1

  6. 67% of its 19 million square feet is new or was retorted within the last 5 years. advertising constitutes a mix of nostalgic content and more functional messaging about store renovations and products emphasis on community involvement Canadian Tire Jumpstart charity, which places tens of thousands of kids in organized sports and physical activity programs has earned the company the seventh best corporate reputation in the country, according to a 2010 survey conducted • future focus • strengthen the core business • improve customer service, • an area that has been heavily criticized over the year

  7. Like Canadian Tire, Rona has a long history dating back to the business’s foundation in 1939. • But it wasn’t until the past decade that the brand grew into Ontario and Western Canada thanks to some aggressive acquisitions and expansions. • Rona thrives where others have failed • Competing against Home Depot and Lowe’s • National pride-oriented messaging, renovated store layouts, incentive programs and a lucrative Olympics sponsorship.

  8. Advertising: rough in-store marketing home design competition reality TV shows, Rona positioned as the go-to source for thinking about doing anything to the home figuring it out. ‘You can do it yourself and we will help make it possible.’ branch into different store formats for customer convenience big-box locations two-year-old STUDIO RONA, which, by focusing on paint, stands as a more price-conscious point of entry

  9. Recession, sales fell 5.4% from 2008 to 2009 Rona took steps to avoid further decline. -When the Canadian government announced up to $1,350 (Canadian) in tax credits for home improvements in 2009, Rona introduced the RONAdvantage loyalty program in which consumers could earn up to $1,000 in gift cards, as well as air miles, if they purchased supplies for tax-credit-eligible projects with a Rona credit card. Tax credit ended this year, but in April Rona introduced a revised program with more benefits. Sponsorship of the Vancouver 2010 Winter Olympics, ads showcasing the company’s involvement in construction for the Olympic Games.

  10. Mexico

  11. Telcel • Mobile communications • Marketing Strength • Control 70% market share • 60 million subscribers • Garners high customer loyalty through strong service and comprehensive marketing. • Market Dominance is so extensive investigate by the Federal Competition Commission. • Wireless Coverage 96% of Mexico • Market share is four times larger then closest competitor • Revenue share is five times larger.

  12. Good Service Drives Telcel’s Business Customer Loyalty Involvements: Sports and Entertainment Sponsorships Tennis Golf Motor sports NASCAR Mexico Rockampeonato Telcel Rock http://www.youtube.com/watch?v=JjJT0upkAW4

  13. Brazil

  14. Natura • All natural cosmetics • Founded in 1969 • Rank • Brazil’s most environmentally friendly business • 6th most valuable brand in Brazil • Natura House • Santo Andre • 5 houses rebuilt for sales force to meet, train, and try products

  15. Marketing • Products derived from Amazonian trees and plants • No animal testing • Chemical-free policies • Uses less plastic by promoting refill product line • Strategy • Direct sales • Plans to reduce carbon emissions by 33% by 2011 • Shares Ekos product line profits with communities in the Amazon • Educational meetings every 3 weeks for consultants

  16. Argentina

  17. Financial Services • Marketing Strength • Official sponsor of the Racing Club de Avellaneda • One of the biggest soccer teams in Argentina • Jerseys Logo-Free • Received significant media attention “Creator of Owners”

  18. Un-marketing • Logo-Free Jersey • Benefits to Banco Hipotecario from Logo-Free Jersey • Shown on local TV stations • Appeared in newspapers • Covered by radio stations • Soccer-focused websites • Facebook groups formed • Team’s website had higher volume of visitors • Cannes Lions shortlist • Annual awards show for the creative communications industry

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