marketing beauty care lessons from c.a
DESCRIPTION
A nice experience with Clairol beauty products in Central AmericaTRANSCRIPT
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Big Marketing LearningsFrom Central AmericaTrips
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This happens along six years working for Clairol, Beauty
Care products,a Bristol-Myers Squibb Co.
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My objectives were quite clear:
1. Reverse the negative sales trend and understanding the region and
each country needs.
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My objectives were quite clear:
2. Lead the regional sales/ marketing team to implement the regional
strategy but with their own business marketing ideas.
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I spent a lot of time traveling to better understand the market,
challenges and issues.
So this are the main lessons learned:
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All countries in the region wanted strategic guidelines from regional and
headquarters.
A: Importance of being part of a Global/Regional
Marketing Plan
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Simply to know:
• The target groups for Haircolor / Haircare products• Resources Available• Main creative concepts• New products launch calendar• And A&P supports for its business
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B: Liberty for the regionHaving regional Marketing plans meant
tell countries what has to do but not necessarily how to do it.
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Sometimes region did not follow worldwide marketing strategy as planned, just
understand the reason why.Sort of idiosyncrasies. Sometimes what works in Panama does not work well for Guetemala.
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C: Provide A&P support
Along with resources and strategic guidance, most loved elements were
Creativity as well as Content.
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Region look to HQ for basic messages as a initial point for
plans execution and tropicalization.
Advantage: all countries in the region speaks the same language; Spanish.
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D: Creativity and Content
I learned that different countries prefer their content delivered in
different ways.
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Let’s see it in this way:Headquarters
Worldwide delivered guidelines in a set of content (tv spots, briefs, marketing studies, etc.)
RegionEnable countries to adapt and refine the content to their specific needs to address the final consumer
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As a result, each country’s marketing plan execution
was almost equal.
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While one or two countries may work with similar solutions to reach their targets, another country may choose to do some advertising or promotion to get target audience
directly.
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At the end, region was able to reach Sales & Marketing
objectives, delivering Budgeted numbers every year. Luckily.
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The challenge for me was to develop Empowerment with my team and understand the people
behavior of each country, to provide effective strategic guidance.
And I got it!
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The end of the story is:Clairol was acquired by P&G and as of today the Clairol
products as such, no longer exist on the market… sadly.
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Central AmericaCentral America
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