SPANISH MADE WITH TALENT

Spain is currently a country leader in disciplines like gastronomy, science or sports.

These are important facts to be proud of it but the economical crisis Spain is facing makes that Spanish people are disappointed.

For this reason, Clear Channel, ESIC Business School as well as some other companies has come out to show to the world the importance of the country.

In this sense, they have created a campaign called “Españoles. Hechos de Talento”, where the Spanish talent is shown inside and outside of our borders.

The campaign is made of 3 phases:

The first one shows in posters, you have probably seen in many Spanish cities, several foreign professionals from different disciplines saying they are fed up of Spanish people.

The aim of this first phase is to generate social noise and awake the curiosity of Spaniards.

In the second phase of the campaign you can see the face of several Spanish leaders in the same categories than the foreign professionals of the first phase.

This is the real explanation of why the foreign leaders are angry: in each discipline Spanish people are the best ones!

In addition, and in order to involve Spanish people directly, an online platform has been created, that invites people to submit any unknown person who is really outstanding in his work.

A popular vote will choose 50 finalists.

From these 50 finalists, a jury will choose 10 winners who will be recognized as “Españoles con talento” and will participate in the campaign with their faces appearing on advertising posters in Spain and other 17 countries. This will be the third phase.

We personally find this campaign very interesting and original because it gives  a very much needed message, in this difficult times.

It draws the attention of people in the first phase by the offensive message that has generated much expectation and indignation in social networks . Even Clear Channel has received requests to cancel the campaign!

This was the objective: to generate expectation and make people think about themselves. And realize that Spain is also a leader in many fields.

In time of crisis it is very important to highlight the positive aspects.

What is your opinion on this matter? Do you agree on the fact that Spain is also leader in many fields and that we have to be proud of it?

BARCELONA MAGIC LINE WITH DANONE

Danone has participated in the charity walk from San Juan de Dios Hospital, the Barcelona Magic Line (BML)  with a team of over 70 of its workers, who have managed to collect 15.000 euros and has sponsorized one of the Montjuic hill (Castell de Montjuic), area where the workers were participating in learning games and activities for all participants. In their engagement with the San Juan de Dios Social Work, the company has internally defined a charity challenge to raise funds and achieved 15.000 euros  which will go entirely to social programs of the San Juan de Dios Social Work, in the fields of  mental health, homelessness, dependency, hospitalized children, research and international cooperation.

The workers of the company have been involved during four months with BML 2015 and formed internal teams to develop several activities with the sole purpose of raising funds. Something that the company is highly valued.  This was expressed by Esther Sarsa, Head of Sustainable Development of Danone: "Actions like these  allow us to grow as a company and as individual persons. Because, apart from the fact that we are helping such a good Social Work, it also helps us to get engaged with the local community and strength the  relationships of our team, which is our biggest concern".

To meet its goal, teams have sought the participation of the largest possible number of workers in all activities. They have also prepared awareness campaigns on social networks  together with the BML.

During the day, Danone volunteers participated in the workshop of storytelling, which took place at the Castell de Montjuic, telling stories to children with the NGO hospital clowns Pallapupas. This action, which is one of the most known social program of the  company, belongs to Danone  Social Commitment. In the last years the strategy of social programs Danone has evolved to become integrated in the internal processes and creating corporate value. All their actions are geared to local and close to the areas of business activity in which employees are involved, as well as suppliers and consumers, through voluntary participation. Danone is one of the most reputable companies in Spain according to the Reputation Institute (RepTrak Press Spain 2013) and has recently been recognized by Top Employer for its excellence in Human Ressources.

This kind of action is the best advertising campaign that a company can have. An activity in which not only the workers are involved to raise funds destinated to a Social Commitment  but also  where the name of the company appears throughout the itinerary  of the BML speaks for itself.

Such an action where walk participants are doing it with a solidarian aim is the best way to make people talking  about you. Mixing solidarity, sports and sentiments always give good results.

What do you think?

Lego wants strikingly similar toys to be banned in the US

Three other toy producers put a new toys on the market that were too similar to Lego's Friends collection. The Danish company had brought the case in front of courts of the Uunited States.
Lego's lawyers are claiming that some parts of the figures are using their patents and taking the case to the US International Trade Commision.  The commission will decide weather they ban the product or leave it on the market.

Lego had launched Lego Friends in the US in 2012 and put 40 millio dollars in the marketing.

One of the features of the Friends collection is that all characters have their names and background story, and the company's aim with the collection was to inspire more girls to ty themselves in building  something, improving their creativity.

The three firms are manufacturing in Chinibng and Canada, and if Lego wins the case the import of the product's will be banned from the US.

Source: http://article.wn.com/view/2015/03/11/Lego_seeks_US_ban_of_strikingly_similar_toy_sets/

Panrico involve consumers in the creation of the next “Donette”

Donettes, brand owned by Panrico, has launched a new online initiative to develop and promote the digital conversations with their fans basically a young audience, with high presence in the digital world.

The first major action of this new strategy is called: #HackeaTusDonettes. Under the slogan 'You want to be the creator of the next Donette?’ Where the brand invites hers fans to work with her to create a new version of the product.

So, until next March 31, consumers can design their own version of the product, choosing the dough, cover and the topping who wish and finally putting an original name by #HackeaTusDonettes web application.

From among all creations made on the web, a jury composed of experts will select the top five, valuing the taste and originality of the name, and one of them will become the new variety of Donettes 2015. The finalists and the winner will be rewarded with prizes

We believe it is a great marketing strategy because somehow they secure the launch of a desired product among consumers, which involve a higher market success.

Also thanks to this strategy saves money because the consumers are who make the effort to think and create a new product.

We believe that this initiative will be very successful for the brand since, has been involved with customers and they will bring to the market a new product and desired by many consumers. What do you think about the future success of new Donette? Do you think that will have this expected success?

Royal Canin reward with discounts to the most skilled

To redirect consumers to the shops, pet food brand has used digital displays called Iwall with an original creativity: a memory game.

Various tender images of puppies and kittens and even their barks and meows make claim to attract consumers and play on digital screens.

It comes to making a game of match each animal with its young. Who gets all the couples right, won a discount of five euros that the user can redeem in the store at the time.

The campaign is already underway in three shopping centres in Madrid and many others of Barcelona.

We think that is a good way to make publicity and of course, a very innovative way! But also we think that maybe they have to maximize other ways such as giving directly discounts because not everyone likes to waste time playing with a machine. As well, being so new few people know their existence / performance.

What is your opinion about this marketing strategy? You will play with the machine or you prefer another way to obtain some discounts? 

Ray-Ban adds to the fashion of the 'selfies' with an application

The brand of sunglasses Ray-Ban has launched an application that allows users to get more out of his self-portraits taking pictures and edit them as if they had been captured at the reflection of the mirror lens characteristics of the brand.

The application seeks to join to the usual habit that they owners who have glasses brand, which often they make pictures using the reflection of the lenses of his glasses.

The application called Reflections x Ray-Ban, is available for the iOS operating system. With the application, users can shoot, edit and share unique double exposure pictures using its front and back camera, you can take two pictures at the same time.

Once you get the picture, you can save and share the results on social networks, such a way that they end up doing brand advertising. With these form, every selfie now tells a story.

Due to this mobile application, the brand has been able to do a lot of publicity thanks to its consumers. It has also given an image of modern enterprise due to innovation with the application exclusive and linked to the fashion of selfies.

Turning for tourism to survive

A small 40 member tribal group the Dessana tribe in the rainforests of Brazil was  living out of fishing and hunting in the middle of the Tupe reserve. Three decades ago nine members of the tribe have decided to move up 600 miles further up to be close the city Manaus with 2 million inhabitants and try to live from another, easier resource: Tourism.

They choose to commercialize they culture in order to survive. The "business" is successful but experts are concerned that the groups that went into tourism are at a risk of being exploited. The groups also instead of producing and procuring their own food by farming and hunting/fishing go to Manaus to buy their goods.

They make money buy presenting traditional dances, playing traditional music and selling homemade jewelry. The visitors are invited for a show and then they are also involved in the presentation by trying some of the dance moves. They can ask questions about the Dessana tribe's culture.

The visit to the village is usually a part of a package that includes a boat trip from Manaus. The village had hosted some games during the World Cup in 2014 so it had became more popular and known by international visitors.

The tour usually take tourists to see the meeting of waters where the black Rio Negro meets the brown Rio Solimoes. Additionally tourists can swim with amazon river dolphins, making the tour more authentic and exotic.

The tour costs 55$ on an average, but the problem is that there is no fixed agreement on how the revenue should be shared and how much the villagers should get. The 196 tourism agencies that guide tours to the village are not always paying any share to the tribals, instead they are forced to only lived from selling jewelry for 1-7 $.

Pedro Neto the director of Amazon Eco Adventures gives a share to the villages, but he says that regulations about payments need to be introduced. The National Indian Foundation, a brazilian government agency, also aims to protect the tribes and is negotiating about weather these regulations should be introduced.

An other organization the Amazonas Sustainable Foundation also runs entrepreneurial programmes in order to help these groups achieve a better and sustainable profit.

The biggest challenge of such tourism is to reserve the original culture and nature while achieving bigger turnover. 

Source: http://news.dk/nyhed/1589037/brazil-s-tribal-groups-adopt-tourism

Nutella - The success

Italy's richest man Michele Ferrero the father of the Ferrero family died some weeks ago at the age of 89 on the 14th of February 2015.

His privately-owned firm produces the famous Nutella, Ferrero Rocher, Kinder chocolate and Tic-Tac candies. The Italian president called him a "born entrepreneur".

Last year Nutella had it's 50st anniversary. About 365 kgs of Nutella are consumed every year worldwide. The whole business success started in Northern Italy when the young confectioner Pietro Ferrero had the vision to create a tasty and affordable treat after World War Two.

First the chocolate-hazelnut cream Gianduja was born in Turin.

Only the wealthier people could afford the product. The next version, the supercrema the first spreadable version of Nutella was introduced a few years later. This cream was already affordable for a wider customer circle.

Ferrero's father Pietro had developed the forerunner to the recipe of Nutella. Pietro's son Michele turned the paste into the Nutella making some changes in the recipe. The first jar of Nutella was produced in 1964 and since then it is made in 11 factories and is sold in more than 160 countries all over the world.

 Nutella gives the one fifth of the Ferrero groups turnover. Ferrero is the biggest world consumer of hazelnut buying the 25% of hazelnut produced every  year.  The group employs more than 22.000 workers and its sales per year is more than 8 billion Euro. The Ferrero family is on the 30th place in the world's wealthiest people's list according to the Forbes magazine.

The two most important characteristics of Nutella back in the old times, was that it was new, different from other existing sweets and it was a very good quality, luxurious product at an affordable price.

Firstly it was considered as a sustaining product of Chocolate, since it was cheaper.

A jar of a 750 g Nutella contains 95 hazelnuts, but still however it is 57% sugar and 37% fat which makes it questionable if Nutella is really a good idea as a breakfast essential.

However the famous treat is loved worldwide and with no doubt Nutella as a business story is one of the most successful, and still growing businesses of all time. 

source:http://www.theguardian.com/business/2014/jun/03/nutella-50th-anniversary-italy-ferrero

MOBILE WORLD CONGRESS

Barcelona will show the first telephone network company created by drones.

Is specially design to be used to find and rescue people who need help.

Its Star Solutions company who will present during the Mobile World Congress in Barcelona the first telephone network company in the world created by drones.

This drones can be used to transport their own networks, and also to control on high, the speed and specific areas by remote control. It has the sufficient intelligence to communicate everything the drone see meanwhile they are looking for something important, and it can also save the information.

For example, if a group of mountaineers can not leave the mountain and they don’t have coverage, this drone with particular network will detect them, and it will allow the research team to find them. So, they will just need a mobile phone with some battery to communicate themselves with the drone while it’s flying above them.

It cost is around 15.000 dollars, and the company says that is a fantastic tool for public safety kit.

During the Mobile World Congress, the hotels of Barcelona will double its prices, and, nowadays, 4 days before the Congress, the occupation is 84%.

For the next week, the price per night in a hotel of Barcelona goes from 296 to 317€. 

The busiest days will be Monday 2 and Tuesday 3, when just the 5% of the hotels show availability.

Last year the Mobile World Congress filled the hotels in Barcelona with 100.000 nights.

Will you pay this amount of money for one night?
Would you like to visit this Congress?

We're waiting for your opinion...

IKEA gives overnight stays for testing their mattresses

On the occasion of the celebration of Valentine, IKEA launched a successful promotional campaign to make consumers aware of its range of mattresses.

This campaign called Hotel Amour IKEA where they created a web: www.elhotelamour.es so in that web, the users could access to the promotion where they invited 69 couples to spend Valentine's night in a hotel in Madrid (Vincci Soma) so they could try the brand mattresses.

To sign up, couples had to participate in a competition uploading pictures and messages in the web, and then the most originals won a hotel night.

Thanks to this campaign, IKEA achieved widespread publicity about it; they increase the loyalty of its customers, won new customers, and through the promotion that made such couples for IKEA, the company sold more mattresses thanks of the promotion of the experiences of the couples.

From our opinion, we believe that it is a great strategy to make promotion of the company and then a great way to advertise from the experience of their customers and which thus, their messages will be fully credible because it is not an ad who says they are customers who tried it.

What is your opinion about this campaign?

The increase of the Tourism in the Basque Country

In this time we are going to talk about the Euskadi Tourism. Many of you maybe have visited this awesome place ever in your life. And maybe you have visited this country for one reason: Its easy promotion.

The Basque country is a community that uses a differentiation strategy. They created a website where you can find all what you need to prepare the travel of your life. It is a really useful website where you can find information about gastronomy, some interesting places to visit and even a leaflet kit! Amazing! In this website they try to help the user to make the travel organization easier. You can choose to make the reservation by its own page. One of the most novel aspects introduced is that they have created a magazine with the latest news of Euskadi, though which you can achieve the information that you want. 

This strategy is easy to apply in any country but they have been pioneers in this sense. They have been able to see what are the needs of the people , and they are offering it in it page. They are facilitating the travel for millions of tourists showing a great image of the country. In the last years the Basque country has increased a 5,8% in the Spanish PIB. 

In our opinion the Basque Country is applying an innovative and practical strategy for everybody who wants to live the experience in the North of Spain. With this strategy, other communities can decrease in number of tourists because of the promotion. The facilities that the Basque Country is currently offering to their tourists are a good method to attract this kind of tourism of people who never had thought to visit this place. 

Anyway, the increases of the tourism are good news for the Tourism industry. We have to continue working on it.

Link: http://www.eldiario.es/norte/euskadi/turistico-Euskadi-millones-aportacion-PIB_0_338066298.html

Link:  http://turismo.euskadi.eus/aa30-18805/es/

  

The new image of Disneyland: Frozen

In the last years we have seen some different promotions offered by Disneyland Park such as the free entrance to the park to children under 7 years old, including the breakfast.

But since the last month we can see the new offer from Disneyland’s Park.  The latest strategy consists on offering both free entrances to the park and free flight tickets for children less than 7 years old. The strategy that the park has used is to catch the children’s attention with a photo of the Elsa, the main character of the Frozen’s movie in all of the posters. They have used the children, the biggest force in terms of industry to convince the adults to buy the product. When children see this poster, they want to go to Disneyland and to live the experience with Elsa, and all the movies’ characters. For their parents, it is difficult to say no. For this reason they have introduced a new promotion in which the children don’t have to pay for the travel.

In this case Disney has played with children’s illusion and the way to achieve the children’s dreams is just in the arms of their parents. For them, it is a good option to enjoy with their kids of some funny and familiar holidays. It is just the experience where everybody is going to enjoy.   

In our opinion, the Disneyland Park has used a good strategy to catch the most powerful segment of the market and also the ones that can give a good image to the park. A park with happy people and full of families is what the Disneyland Park is looking for. 

 

Facebook's acquisition of WhatsApp

There is a very important limitation in Facebook's business model: the assumption that everyone can be friends with everyone else.
While in real life we have 4-5 true friends that accompany us during a long time, on Facebook we have houndreds of friends remaining our "friends" on the website even though we haven't seen them talked to them, or even thought about them in the past 10 years. Utility friendships are the ones that are available when there is an utility but as soon as the utility is no longer there they fade away. In the past years millions of people had turned to "more intimate" communication methods in order to "save" their friendships. These applications are Whatsapp, Snapchat, Messaging, Secret. More and more people are turning to LinkedIn or twitter when it comes to communication with other members of society.

Facebook had recently acquisited WhatsApp for $19 million in order to be able to stay in the lead in online communication. In short term this action has a positive effect on the company with the increase of it's market share but the question is: Will Facebook be able to pay these high premiums alongside the years for every upstairs that challenges its market dominance? 

This strategy is not sustainable as the owners of the other companies will demand higher and higher premiums for their risk taking. 

Source: http://en.m.wikipedia.org/wiki/WhatsApp

COCA-COLA AND ITS PERSONALIZED CANS

Last year Coca-cola did an excellent campaign “Share Coca-Cola with…” , selling al his products (coca-cola, coca-cola light, coca-cola zero..) with 122 different names. What they got during all this campaign, was awesome, and they earn thousand of money.

In one hand, the campaign made a connection with people on the shelves, because the ads were the cans themselves.

They did not need to advertise on the brand, because among the people they already made ​​promotion. It was such a boom that other companies went down in their sells.

On the other hand, not everything was fantastic. Of course, for the company it was, but not for the sellers, who were tired because the people were braking the packaging of cans only to find their name.

After this boom, we have some questions.

Do you think that Coca-cola will find in the future any another campaign which gives they the same benefits that this one?

Would you recommend some campaign to this company?

We think that I would be difficult to find something similar to this campaign, and of course overcome this one.

In our opinion, coca-cola did a very good task selling his product because, in our case, for example, one of us doesn’t drink coca-cola, and has at home, 1 bottle and 4 cans with her name, one of each with different types of coca-cola.

So, if we count how much money they won with this campaign, will be surely very difficult to overcome this challenge that they have succeeded.

IKEA

Everyone knows the famous company IKEA, which during the last years has achieved its highest popularity fee.

IKEA is placing a big bet on its innovative marketing actions and charismatic TV advertising, where all the television advertising and spots always have something magic, surprising and exciting..

As proof of this, we want to analyze their advertisement of this Christmas (2014-2015) which will surely not leave you indifferent.

IKEA launched a marketing campaign called "The Other Christmas" with the launch of this spot in particular the video to be discussed below, IKEA impacted in a significant way throughout the Spanish society, connecting with the consumer.

This famous ad tells us an experiment produced by IKEA with 10 real families, where children are the protagonists, teaching us what Christmas really means. The central message impacts directly on the heart of parents, all under the global concept of the campaign that we must not forget: "Because Christmas revives our heads, nothing like home to furnish it again.

From our point of view, and marketing analysis, we can say that is a very emotional campaign, aimed directly to the heart of his audience. The message has such emotional power that impacts all profiles. Who has not noticed anything at the first look of this ad?

Despite all, it is launching a message to us focused on increasing the time spent at home, a home that is comfortable, cozy ... and what better than buying IKEA products.

It is a campaign that can like it or not, but fits perfectly with all the campaigns that IKEA has made this year 2014, focused on the home as the centre of our lives.

The question is… do you think that this campaign has affected the sales for this Christmas and consequently in the future? Our opinion is YES.

And for you, what is your opinion about this campaign? Help us to see more points of view!!!

Here we show the link of the ad:

https://www.youtube.com/watch?v=PiMMDQowYTU

STARBUCKS CASE

Nowadays sustainability had become a serious issue for different businesses and companies.

In the following case we can see how Starbucks the most well-known, multinational cafe house chain is managing its CSR policy and sustainability. In a market with such a high competition it is essential for firms to work on creating competitive advantage which can be also the question of sustainability.

It makes a very important part in the company´ s strategy to understand global issues and industry players in order to stand above the competitors. Starback had began to work with its sustanability policy in 2004 and since then they have created different campaigns and events.

It was advised to starbucks that they integrate sustainability messages into their marketing in customer levels.

Additionally, the company has created the Starbucks Shared Planet campaign in 2008. Starbacks is deeply engaged in only fairtrade purchasing of the coffee. In their website under Responsibility section, we can read about their CSR strategy more widely. We can see that the two main issues that the organization focuses on are ethial issues and environmental issues.

Environmental initiatives are for example the reduction of waste, recycling, creating greener stores and the reduction of the companys ecological footprint. Ethical considerations are creating long-term and stable relationship with suppliers to deliver the best quality coffee,tea and other products and to merchandise other ready made items from local suppliers in order to support them. Luckily as a world wide well-known company, Starbucks has the chance to influence other organizations and people to initiate and support the change that eventually will become the question of surviving.

Sources: http://www.starbucks.com/responsibility

FONT VELLA TURN THE DISNEY CARTOONS INTO BOTTLES

Today our new is about the known brand "Font Vella". As all of you know it is a water brand of the famous business Danone.  In this case we are going to talk about the new brand image of this water. Since the last 22nd January you can find in your supermarket the new image of the water bottle. This time Danone has used the children to promote its water. The bottle is characterized with the actually most famous Disney cartoons. 

They have used in the case of girls the Frozen characters film Elsa, Anna and Olaf, and in the boys case it has used Iron Man, Thor and The American Captain.

Its presentation last week was in front of some mother bloggers with small children. Its message was that children have to drink more water to be more healthy.

The company has used a sophisticated method to introduce this kind of product in the market using the heroes and princess that all children want to be. The company also has adapted the bottle to the children necessities. It has been a perfect strategy to capture the most sensitive sector of the population. The company has opened a big path to increase its sells. In this case children are seduced by the water bottles and they are going to ask their parents to buy it.

In our opinion it is a great strategy to collect one of the most influential groups in the society. With this promotion we think that Font Vella will increase its volume of consumers this year. They used this strategy two years ago but trying to attract an other population sector. In that case was the young people with its modern bottles with original designs made by Jordi Lavanda and in another case with some young people design, creating opportunities for them in the professional world. This time is for the childrens.

Maybe this strategy could be a brush brand for kids. Do you agree? What is your position in front of this kind of children strategy?

See more at: http://www.marketingnews.es/gran-consumo/noticia/1087943028005/font-vella-convierte-personajes.1.html#sthash.ZxrtWPgO.dpuf

Welcome to the Marketing in Tourism Blog

Hello everybody!

Firstly we want to do our official presentation for all of our followers.

We are a small group of 4, all of us students of Tourism at the University Autonoma of Barcelona. Three of us, Sandra Navarro, Mireia Negra and Raquel Rodríguez are studying tourism and the fourth member, Fanni Savanya, doing an Erasmus and comming from Denmark  is studying Marketing. Now you now a little bit about us.

We are going to upload in this blog some important news related with the business strategy in the tourism world.

Would you like to know what are we going to show you?

Come on, it will be really interesting!