In terms of cars, globalization is inevitable: strategies for marketing and communication of the Argentine automotive seems increasingly tied to the decisions of its parent. That may be the conclusion of the conference "Transport: passion, design and business," which was held yesterday at the University of Palermo. The meeting, aimed at students of design and the general public, with the presentation of local executives of Ford, Fiat, Nissan and Ferrari-Maserati.
If Nissan Argentina
John Deverill, Marketing and Communications Manager Nissan Argentina, and those who have come to know his enviable management and podium microphones. With a very colloquial language transparent and provided concrete examples of what he wants to convey, Deverill explained the steps which should give a brand to build its image in a new market.
Nissan Argentina's case is emblematic in this regard. After some experiences in the past that were not always positive, the brand was strengthened in its final form in the country from its alliance with Renault, just that these days is ten years. Deverill was very frank to confess that the most difficult aspect in building a brand is to achieve self support and understanding of the dealers: "It is a point that we work on a permanent basis and not always lucky. We are proud of the dealers who work conscientiously to build a credible brand, but sometimes we find cases that do not help us. "
In recent years, Nissan Argentina sought to achieve a uniform brand image across the country and in accordance with the standards of the company throughout the world. Dealerships, for example, have the same design around the world. Not long ago, in Japan it had a local Nissan logo using red, blue and other one did not any other color. Today was united to the slogan of the advertising around the globe. In this regard, said that building brand image is a lifelong learning: "The leitmotif SHIFT_ used for about eight years also had developments. In principle each country combined as wanted: SHIFT_expectations, SHIFT_imagination, but we realized that many people remained confused. From now on, all over the world, Nissan is expressed as SHIFT_the way you move. "
If Ford Argentina
Ricardo Flammini, CEO of Marketing of Ford Argentina, spoke about the design as a marketing strategy. "If I have a brand recognized and respected, but manufactured a car that does not like anyone, I can not sell a single Entry-booted saying. If I have an unknown brand and make a beautiful car, I will not sell anything. The design and the recognition of the quality today is key to any successful business. " Flammini admitted today that Ford has a problem in Argentina: "We have got the attribute of the design within the DNA of the brand. Followers of the TC Falcon Ford never relate to the design. Today we are working to reverse that. We know we have a real brand that people feel close and passionate. Now we also see young and exciting. We want to change the image that Ford is an old car. "
Then engaged in the difficult task of defining the Kinetic Design, the design philosophy that involves the idea of moving and stationary, which defines the aesthetic of their new models. In Argentina, only the Mondeo, the S-Max and the tube of the new Focus respond to this school. He clarified that the new European Fiesta will take "some time" to reach our market and that the new Ka in Europe (based on Fiat 500), perhaps never to Argentina. The reason: "They're expensive cars," he said in a rotunda. Flammini mentioned the case of the EcoSport as an example of a design that is commercially successful, "Making the EcoSport manufacturing costs as well as a Volkswagen or a Chevrolet Meriva suran. Its selling price is 10% more expensive than those competitors, but are sold three units. Why? Because many people do not like driving a car familiero. We do not want to pigeonhole us as parents boring. We all like to feel young, even though we have three children. "
Upon inquiry from the public, drew attention to a Flammini refused outright to speak to the restyling of the Ranger pick-up, a release that is public knowledge that will occur in the course of this year. He admitted, however, that "Toyota did very well in recent years in the medium segment of the pick-ups, but we can not attack all fronts at the same time." Finally, he confirmed that canceled the 2009 Hall of Buenos Aires was postponed until June 2010 as this was the first blog in the summer and said that Ford is already working on the design of the stand.
If Nissan Argentina
John Deverill, Marketing and Communications Manager Nissan Argentina, and those who have come to know his enviable management and podium microphones. With a very colloquial language transparent and provided concrete examples of what he wants to convey, Deverill explained the steps which should give a brand to build its image in a new market.
Nissan Argentina's case is emblematic in this regard. After some experiences in the past that were not always positive, the brand was strengthened in its final form in the country from its alliance with Renault, just that these days is ten years. Deverill was very frank to confess that the most difficult aspect in building a brand is to achieve self support and understanding of the dealers: "It is a point that we work on a permanent basis and not always lucky. We are proud of the dealers who work conscientiously to build a credible brand, but sometimes we find cases that do not help us. "
In recent years, Nissan Argentina sought to achieve a uniform brand image across the country and in accordance with the standards of the company throughout the world. Dealerships, for example, have the same design around the world. Not long ago, in Japan it had a local Nissan logo using red, blue and other one did not any other color. Today was united to the slogan of the advertising around the globe. In this regard, said that building brand image is a lifelong learning: "The leitmotif SHIFT_ used for about eight years also had developments. In principle each country combined as wanted: SHIFT_expectations, SHIFT_imagination, but we realized that many people remained confused. From now on, all over the world, Nissan is expressed as SHIFT_the way you move. "
If Ford Argentina
Ricardo Flammini, CEO of Marketing of Ford Argentina, spoke about the design as a marketing strategy. "If I have a brand recognized and respected, but manufactured a car that does not like anyone, I can not sell a single Entry-booted saying. If I have an unknown brand and make a beautiful car, I will not sell anything. The design and the recognition of the quality today is key to any successful business. " Flammini admitted today that Ford has a problem in Argentina: "We have got the attribute of the design within the DNA of the brand. Followers of the TC Falcon Ford never relate to the design. Today we are working to reverse that. We know we have a real brand that people feel close and passionate. Now we also see young and exciting. We want to change the image that Ford is an old car. "
Then engaged in the difficult task of defining the Kinetic Design, the design philosophy that involves the idea of moving and stationary, which defines the aesthetic of their new models. In Argentina, only the Mondeo, the S-Max and the tube of the new Focus respond to this school. He clarified that the new European Fiesta will take "some time" to reach our market and that the new Ka in Europe (based on Fiat 500), perhaps never to Argentina. The reason: "They're expensive cars," he said in a rotunda. Flammini mentioned the case of the EcoSport as an example of a design that is commercially successful, "Making the EcoSport manufacturing costs as well as a Volkswagen or a Chevrolet Meriva suran. Its selling price is 10% more expensive than those competitors, but are sold three units. Why? Because many people do not like driving a car familiero. We do not want to pigeonhole us as parents boring. We all like to feel young, even though we have three children. "
Upon inquiry from the public, drew attention to a Flammini refused outright to speak to the restyling of the Ranger pick-up, a release that is public knowledge that will occur in the course of this year. He admitted, however, that "Toyota did very well in recent years in the medium segment of the pick-ups, but we can not attack all fronts at the same time." Finally, he confirmed that canceled the 2009 Hall of Buenos Aires was postponed until June 2010 as this was the first blog in the summer and said that Ford is already working on the design of the stand.
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