How to turn Latin American trends into market opportunities
Jean-Christophe SallesGfK Latin-America Custom Research, Argentina
INTRODUCTION
Brands and marketers need to innovate to gain attention and differentiation from competitors. This issue is becoming more important every day, because:
Many markets are saturated: It is harder to launch a new product that is very different from others.
Media efficiency is decreasing: More media and advertising, but people do not have more hours in a day to absorb them.
Brand competition is increasing: More brands are available through all kinds of retail channels, with an increasing share of private labels.
The...