SHIFTING PARADIGM
The “Glo-cal” branding toolkit
M. Gabriela Ugalde RomagnoliMauricio Yuraszeck Ardiles
Abstract
The purpose of this presentation is to show how Nestlé is facing the challenges of entering the Latam market successfully and how it is providing guidance for a global strategic brand development with a local solution in the arena of the “Employer Branding”. Actually, companies are making use of marketing techniques that have worked successfully with consumers and are applying them to engage employees.
This case study shows the difficulties that exist when looking for a local solution, across the Nestle Austral American Region, keeping the identity of the employment market of each country and the value of the global proposal. Moreover, it is remarkable to know how a global company could capitalize on branding, its values, as well as being able to save costs, time and duplication efforts.
This paper is a whole description of the research plan, the background explanation, the creative work with HR team, as well as advertising and media agencies. This experience could be repeated in other companies as a real opportunity. It is also a good case study to reveal new possibilities and widen a new field for Marketing Researches.
M. Gabriela Ugalde Romagnoli
M. Gabriela Ugalde Romagnoli, Bachelors degree in Psychology at the Catholic University of Chile.
She has almost 12 years experience in the marketing research field. Currently, she works at Nestle as the Internal Communication and Sourcing Manager for the Austral American Region. She is a professor of Marketing Research at the Catholic University and ESOMAR representative of Chile. She holds a diploma in Human Resources and in Principles of Marketing Research.
Before she joined this multinational company, she worked in a local bank, Bank of Chile and was responsible for the Marketing Research and Customer Service area.
Mauricio Yuraszeck Ardiles
Mauricio Yuraszeck Ardiles, Bachelors degree in Psychology at the Catholic University of Chile, and Advertiser.He has over 12 years experience in the qualitative research field. He developed his career in Chile in Cadem Advertising – Millward Brown as Head of the Qualitative Division supporting the branding strategies of diverse local and multinational companies as Retail, Telecommunications, Fast Goods and Banks.