Marketing Across the Americas Carly Stiles, Hilary O'Bryan

"Marketing News checked in with our neighbors to the north and south—from Canada to Argentina—to discover how brands that excel in their local marketplaces are building brand awareness, boosting sales, fostering customer loyalty and staying true to their brand promises." - Marketing Across the Americas

Canada Canadian Tire 87-year history, 52-year loyalty program In 1997, 85% of Canadians were within a 15- minute drive of a Canadian Tire store Was threatened when Wal-Mart entered the market in 1994 Emphasis on community involvement and nostalgia in advertising Private-label products help with differentiation Rona Started in 1939, but didn't expand into Ontario and West Canada until the most recent decade Aggressive acquisitions and expansions Competed with Home Depot and Lowe's due to national-pride oriented advertising, Olympics sponsorships, and incentive programs Helped avoid major declines by offering a loyalty program for tax-credit-eligible purchases

Mexico TelCel Controls 70% market share; 60 million subscribers High customer loyalty through strong service and marketing Exclusive carrier of the iPhone Sports and entertainment sponsorships "It is an anomaly in the category in that it is loved by people and mobile operators don't tend to be loved by people" -Cristiana Pearson, Millward Brown Optimor London

Brazil Natura Originated in Brazil's most environmentally friendly company. 6th most valuable brand in Brazil. Products are sustainable, and the company promises 33% less carbon emissions. Business has expanded to Latin America, France. One Million Consultants. $250 million added to marketing budget the last two years, company grew five-fold.

Argentina Banco Hipotecario Took a different marketing scheme than most banks by sponsoring the largest soccer club in Argentina. Instead of putting their logo on the jerseys, they promoted how they weren't going to. “We did it in the context of an integral plan of communication that basically showed how an average brand would tackle a sponsorship and how an innovative brand should do it.”

How this relates to Marketing It is important to look beyond our borders to gain understanding and knowledge of what makes foreign companies successful Consumer Behavior will help US companies succeed. What is important to the US consumer? o Canadians value strong national roots o Mexico and Brazil value service and brand promises o Argentina values sports marketing

Questions Do you think with the marketing concept of "the world is flat," these companies will continue to thrive in their home country? What would you do if you were one of these companies to protect yourself from being overtaken? If you were a company in the United States wanting to enter one of these markets, what would you do?