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Best of - Guatemala 2011

Global and Local Brands

Guatemala City 30 August

Today, we easily find global and local brands sharing shelves in point of purchase and in consumers' repertoire. Let's remember that global brands were once local brands but when they decide to travel it’s hard for them to bond with consumers. This is why we must understand that there is no such thing as a global consumer, since everyone is different. But, as paradoxical as it may sound, the world is turning more global AND more local at the same time. This is why it's important for us to understand this context.

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Overview

Today, we easily find global and local brands sharing shelves in point of purchase and in consumers' repertoire. Let's remember that global brands were once local brands but when they decide to travel it’s hard for them to bond with consumers. This is why we must understand that there is no such thing as a global consumer, since everyone is different. But, as paradoxical as it may sound, the world is turning more global AND more local at the same time. This is why it's important for us to understand this context.

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Programme

Programme
18.00 – 18.10 Opening
Lucia Galvez, Senior Research Executive, Mercaplan /Millward Brown
  Global and Local Brands
A block of 2 cutting edge presentations featuring:
18.10 – 19.10 The Myth of the invincible global brand – Understanding the drivers of brand loyalty as presented at Mexico LATAM Conference 2008

Christian Andrés, Mercaplan / Millward Brown, ESOMAR Representative for Guatemala

When Worlds collide - Global Brand meets local culture as presented at Cartagena LATAM Conference 2010.

Jorge Martin Frech, Mercaplan / Millward Brown, ESOMAR Representative for Honduras
19.10 – 19.30 Guest Speaker
The benefit of research for Brands
Rocio Martinez, IP for Kelloggs in Central America
19.30 – 20.00 Discussion
20.00 – 20.10 Closing
Lucia Galvez, Senior Research Executive, Mercaplan /Millward Brown
20.20 – 21.30 Networking drinks
Sponsored by Mercaplan/Millward Brown
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Speakers

Christian Andrés

Research Manager, Client Service - Mercaplan / Millward Brown for Central America & the Caribbean

Being responsible of 5 teams of project executives, he is involved in the majority of qualitative and quantitative studies, either by guiding the technique selection or by exercising constructive critique for final reports, thus assuring the quality that arrives on the final client’s hands. Christian has a university degree in Marketing from Universidad de San Pedro Sula and MBA from ADEN Business School.

Jorge Martin Frech

Managing Director - Mercaplan / Millward Brown for Central America & the Caribbean

Jorge is responsible of all Mercaplan MB business. He is involved in qualitative and quantitative projects, at least within the stages of organization and design and in generating conclusions and recommendations. His academic preparation is in marketing, holding a masters degree in finances; however, his whole life spins around his profession in marketing research. He has participated in different work-shops and conferences around the world.

Guest Speaker

Rocio Martinez

Insight & planning chief. Kellogg Central America

Rocio is in charge of the Insight & Planning department. She works as the Business leader of the consumer / shopper insights, driving knowledge to build strategies. She has an International Business degree from the Tecnológico of Monterrey campus in Querétaro and a master degree in Management with a specialty in Marketing & Finance.

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Venue

Hotel Real InterContinental Guatemala
14 calle 2-51 zona 10,
Guatemala City, Guatemala