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  

sehablalatam@mccann.com