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Best of - Honduras 2011

Global and Local Brands

San Pedro Sula 1 September

Today, we easily find global and local brands sharing shelves in point of purchase and in consumers´ repertoire. Let´s remember that Global brands where 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 where 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
Lisbeth Hernández, 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
Fernando Ruiz, Insights Director, SAB Miller, Honduras
19.30 – 20.00 Discussion
20.00 – 20.10 Closing
Lisbeth Hernández, Senior Research Executive, Mercaplan /Millward Brown
20.20 – 21.30 Networking drinks
Sponsored by Mercaplan/Millward Brown
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Speakers/authors

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.

 

Guest Speaker

Fernando Ruiz

Insights Director at SAB Miller Honduras

He is responsible for budget, media planning and research for all SAB Miller Brands. Fernando has worked throughout the region in companies like Distribuidora Marte, Farmacias Carolina & H, Grupo San Nicolas and Cargo Express. He has a university degree in Industrial Engineering from Universidad Rafael Landivar in Guatemala and two masters, one MBA from INCAE and another master in Operation Research from Universidad Francisco Marroquin.

 

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.

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Venue

Hotel Real Intercontinental
Colonia Hernandez and Blvd del Sur
Multiplaza Mall
San Pedro Sula, Honduras