6 articles Articles posted in Marketing

Top social networks in Brazil

The number of internet users in Brazil depends on which source you select.  According to World Internet Stats,  there are nearly 79M internet users in Brazil which represents 39% of the population.  ComScore estimates internet is reached from 52M locations (shared internet access is common).  In any case, there are a lot of people online in Brazil and the majority of these people are active in online social networks. Facebook is the leading social networking …

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How to market to Brazilians

Short answer, you need rephrase the question.  ”Marketing to Brazilians” is so broad that it is roughly equivalent to “marketing to Europeans”. Brazil is the same size as Western Europe and Brazilian culture is arguably even more diverse. Firstly, consider segmenting geographically. As a starter, try segmenting São Paulo and top 10 state capitals, south-east region, south region, north-east region, central region and north region (which is roughly ordered by attractiveness of each market). Next, within …

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Marketing to Classe C

Classe C is the fastest growing and most economically powerful socio-economic class in Brazil.  As such it is composed mainly of people who were not long ago in Classe D and E. This is relevant because Classe C has disposable income where as Classe D and E do not.  Therefore, the majority of people in the Classe C don’t have a long history of consumption and Brazilian business is still working out how they behave and how …

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Top 7 reasons why group buying sites are popular in Brazil

Group buying sites like Peixe Urbano and Groupon exploded in Brazil in 2010.  Understanding why they were so successful will help to better understand the Brazilian market.  Here are 7 reasons why group buying sites are so popular: 1) High margins on consumer services.  The margins of expensive restaurants in Brazil are higher than their counterparts abroad.  According to a contact at Groupon, it is possible for a high end restaurant to sell with a …

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3 laws every marketer should know in Brazil

Marketing in Brazil is not without its peculiarities.  Online marketing is still self regulated in Brazil, e.g. unregulated.  However, there are important laws to bear in mind when marketing in Brazil. Here are 3 laws that you should know when marketing your product or service in Brazil. 1) Any type of promotion in which there is an element of luck involves e.g. make a purchase and compete for a prize, needs permission from the Caixa …

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4 reasons why franchising is so popular in Brazil

With over 1,000 franchises and more than 62,500 outlets, Brazil is one of the largest franchising countries in the world. Here are a few of the reasons why: 1) Expensive to develop a brand: Developing a brand is about developing trust and Brazil is a country with low social capital e.g. people don’t easily trust each other. It takes time and a lot of money to build consumer trust and franchises allow this cost to …

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