Army Eczema Disqualifications

A challenge for Latin America

Expert Peter Sealey shows that Latin American companies fail to create brands world. Crossing borders is the ball's time for companies seeking new markets. For Wagner
Belmonte

A company that wants to be known global strategic importance of the brand for their business. The idea of a single image that represents and gives prominence to a particular product on the market has been enhanced from 1951 with David Ogilvy, an advertising pioneer in the discussion of the brand as the main active companies. But the idea that branding is a fundamental component of the marketing has been planned only effective from the 80's, more intensely when theorists and practitioners in the area began to analyze and develop the theme that more afternoon, would be seen as support for a sound business strategy.

In order to discuss the ways in building powerful brands, the ExpoManagement, held in São Paulo, brought in his 5. Edition of the great names in the area: the former vice president of global marketing at Coca-Cola Peter Sealey. He served for 24 years in leadership positions on almost all lines of business. Thus, the focus of his lecture was, in addition to branding, recognition of the power consumers have in their hands.

Sealey says that in 1960 when he began working with marketers, advertisers were dictating the rules, but "today, is different. "He said there was a clear shift of paradigm in this sense:" at that time, we told the customer what he was doing and he heard us. Today, he is who he says we have to do, and the biggest mistake we make is not listening to him. "He adds that, using the internet, if something goes wrong, is not only impossible to hide the facts, how much the "CEO who has to take the lead and take responsibility."

The issue of branding as a crucial point to be developed by corporations brought, however, other issues surfaced, such as, for example, the projection Latin American brands - or lack thereof - in the international arena. According to Sealey, Brazilian products, for example, may not be as well known due to lack of "propaganda." "Brazil has to do their own marketing as a country and put themselves in the market as a developing country," he suggests. For him, this does not happen and to prove why he exemplifies his vision: "I make constant flights between San Francisco and Los Angeles and am doing a course in Brazilian plane. It's an aircraft with room for 50 passengers, with seats too comfortable, and the cost is very good. I doubt even 1% of people who use this transportation Brazilian knows he's done in Brazil. "

One of the ways mentioned by Sealey for change in this scenario is the opening of a free trade area allowing, of course, input and output of products. He said it was also necessary to think of a good marketing strategy that goes beyond borders, "we must have a position that works equally everywhere. Whether in Asia, Europe, North America, South America, Southeast Asia, in short, anywhere in the world, "he says.

If the process of internationalization of Latin American brands have been difficult, there are many reasons for this to occur. Besides the little projection products Brazilians and Latin Americans in general, cited by Sealey, the strong demand is a major factor. About this, he is more optimistic: "I really envision Brazil as a country that will shine the next two decades, and I hope that President Lula, President Kirshner of Argentina and President Vicente Fox of Mexico, to join really create a free trade zone that goes from Alaska to Patagonia, with free trade that would encourage travel to countries that can be crossed freely with free access etc ". With ideas

enthusiastic about Brazil, when he says that this is primarily an exporter country (the Balance Commercial has achieved excellent results in the equation of exports versus imports), Peter Sealey further believes that both the U.S. and Europe will significantly reduce their agricultural subsidies, a recent proposal by VI summit ministerial World Trade Organization (WTO ) - ended on 18 December - which, among other factors, strongly increase the prospects of Brazilian exports in this sector.

If your "prophecies" are right or not is foolhardy venture. But today, as a marketing professor at the University of California Peter Sealey has clear convictions about what can actually strengthen the relationship between Brazil and other countries, "the solution lies in education, which enables the next generation to act in the global economy and participate in all societies." As a convinced optimist, it ensures that this can happen very quickly.

Manager - Mr. shows that Latin American brands are not so well known globally and cited some brands like Coca-Cola. What to do to project the brand in Latin America in the international arena?
Peter Sealey - This is an issue that has been much discussed today and the solution is a global trade, global, free. Brazil has many facets that are to industrial or agricultural commodities. Brazil, in the future, will become an exporter instead of importer marks. One example is the orange juice. Brazil is the largest supplier of orange juice to the United States and has an output that exceeds that of Florida and California in terms of volume. When I came from San Francisco to Sao Paulo, was served on a plane glass of orange juice brand Minute Mate, and I knew most of the orange that goes into producing that juice comes from Brazil, but is "disguised" in brand.

Manager - One of the crucial problems of the Latin American economy is the pent-up demand due to the maldistribution income. To what extent this complicates the process of internationalization of brands?
Peter Sealey - The income gap is certainly a problem, but Brazil is an economic powerhouse and is a dominant economy in Latin America. The solution lies in education, which enables the next generation to act in the global economy and participate in all societies. This can happen very quickly. Ireland is an example: twenty years ago, young people were leaving the country in search of work elsewhere. Today, they are coming back because it's time to develop free trade, increase the knowledge capital and also to improve economy of their country. The secret is to do marketing for small classes - which already exists in Brazil. Not marketing to the extremely wealthy and successful, who are always on top of the pyramid, or for those too poor, who live in slums. We have the marketing tools market to expand the middle class and this is the key.

Manager - Sir points "megatrends" in this sense. Could you explain them?
Peter Sealey - We must take advantage of these three mega trends, we have to use them - techniques and technologies - for our own benefit. For example, yesterday I arrived in Sao Paulo and had to make a connection. Previously, when he came here, I had to use a phone with sophisticated technology and the calls were expensive. At the hotel, I made an Internet connection - high speed (broadband) - and used the system called Skype to call my daughter, who was in California. I turned on the computer, I made the connection and talked with her for about 15 minutes. It cost me only $ 0.35 or $ 0.40. So things are changing too and the answer I have is that we must take advantage of these techniques so that we can also sell the environment, taking advantage of these technologies into our own benefit. I would add that Brazil has to do their own marketing as a country and putting the market as a developing country.

Manager - How?
Peter Sealey - I'll give an example. I make constant flights between San Francisco and Los Angeles and am doing a course in Brazilian aircraft, Embraer. It is an aircraft with room for 50 passengers with comfortable seats and the cost is very good. I doubt that even 1% of people who use this transportation Brazilian knows he's done in Brazil.

Manager - In other words, there is a waste of the potential of the brand?
Peter Sealey - The fundamental lesson that I tried to mention the example of Coca-Cola is the exceptional power that, today, is in the hands of consumers. I started working in marketing in 1960, with Procter & Gamble. At that time, we told the customer what he was doing and he heard us. Today, it is who says what we do and the biggest mistake we can commit is to not listen to him. And most importantly, I would say is that with the internet there are no more secrets. Previously, we could hide the mistakes and "get rid" just fine. Today, when there is an error or a problem, we not only can not hide it, but it's the CEO who must take the lead and take responsibility for them.

Manager - The concept of brand building is new?
Peter Sealey - In 1998, two young men: Larry Page and Sergey Brin rented a computer and started a small business. Today, it's called Google. This company will achieve revenues of U.S. $ 6 billion in advertising revenue and the two young men bought together the world's largest jet, a Boeing 767, just to make rivalry with the U.S. president's aircraft. This could never have been made in the industrial world in the past. Toyota, GM, Mercedes Benz were not companies that formerly could be built in a short period of seven years. Today, all this wealth and these companies can be created within three or four years. So it is important that this concept of brand building early in the design of the company.

Manager - The marketer today needs to be generalist or specialist? What's the fine line that separates what companies have done in institutional marketing mote social responsibility?
Peter Sealey - The marketer today has to have a global vision, world. We can no longer contain only information and knowledge across borders. Today, to devise a marketing strategy, we must take a stand that works equally everywhere. Whether in Asia, Europe, North America, South America, Southeast Asia, in short, anywhere in the world. If this is done correctly, a brand can extrapolate the fact that the overall point of being too regional for each place. Although overall, she says something to the people of each region. For example: in many countries the general population thinks that Coca-Cola is a local brand. In the U.S., I can buy a Mercedes-Benz made in Alabama, a BMW made in South Carolina, a Toyota made in California and then a Chevrolet, which is manufactured in Mexico. So what we are today? We are a global society, which fits in many places. Bo the companies do this well, through a purpose, a purpose very well managed.

Manager - What about the institutional marketing action versus social responsibility?
Peter Sealey - Increasingly, all businesses have a greater commitment to social responsibility, the environment and the health of our children, and this goes far beyond just an institutional marketing. In the United States, for example, we have a very serious problem with childhood obesity. The largest company that makes food products for children, Kraft, decided last week to stop marketing products that have high sugar content for children who are below 12 years. This will cost a sales revenue, but it's the right thing to do. Alcoholic beverage companies are campaigning for there to be a consumer much more aware of alcohol. Toyota is subsidizing the manufacture and sale of hybrid cars. They are losing money on each of these vehicles. But with time, technology will evolve and we'll be able to do more mileage with a hybrid fuel, giving more efficiency to the vehicle and causing less pollution to environment. Companies have always been forced to behave legally. Now, they know they are compelled to behave in an ethical manner. Furthermore, in a responsible manner.

Manager - Who do not?
Peter Sealey - This is the dilemma we face now. Young people know, know and embrace the technology. Are two choices: we hear what they have to say and modify and adapt what we do. If we do not heed them, then they create and implement those institutions that will embody those beliefs and and all that was not done by the company. Whenever a new technology appears on the market, existing businesses generally do not want to listen. In 1947, when television began to grow in the United States, movie studios should have paid more attention to the boom that happened. They knew exactly how to create entertainment, movies on the go, but thought it was really beneath the dignity of them produce films for a small tube, after all they fit the part had to do with the big screens. So, new companies have emerged to dominate the transmission of films on television. Thirty years later, emerged with cable TV signals via satellite. And those networks that had challenged in the past, the film companies found that, for them not to bother, that was unworthy deal with this new facet of the cable. A man there from Atlanta, Georgia, has placed a billboard and a satellite to start broadcasting news. His name is Ted Turner. The station it is CNN. Or we give heed to a new model and create something, or else someone will do it for us.

Manager - The consultants point that the BRIC countries - Brazil, Russia, India and China - the four nations would be more likely to develop. Which one is ahead?
Peter Sealey - I would say India and Brazil. Both are democracies, have freedom of expression and also by the legal system they have, etc. for personal freedom. China, for example, still has its population in those old communists who try to balance democracy and communism in parallel. At some point this race will break. As for Russia, I would say two things: first and that a very small country. We tend to see it was like old days, when the Union was Soviet. Today, however, it is a small country, with population and GDP also decreased very little. India may be ahead in relation to Brazil for two reasons: in numbers has a much larger middle class - 70 to 80 million people - and speaking the English language, which brings great competitive advantage. I really envision Brazil as a country that will shine the next two decades, and I hope that President Lula, President Kirshner of Argentina and President Vicente Fox of Mexico, come together to really create a free trade zone that goes from Alaska to Patagonia, with free trade, which triggers travel to countries that can be crossed freely with free access etc.. I think the United States and Europe in the near future, will substantially reduce its agricultural subsidies, which will significantly expand the scope of exports of agricultural products in Brazil. A cow in the European Union, receives U.S. $ 3000 grants. Unthinkable. And the orange juice concentrate is priced at forty cents a pound. It's wrong because we have to eliminate subsidies. Brazil is the most efficient producer of orange juice in the world. In Florida, where there are plantations of orange, we'll build condominiums. Since you plant oranges (laughs).