Tag Archives: Costa Rica

apple-logo

The 10 Top Brands Expanding into Latin America

A number of key brands are targeting Latin America in 2013 and beyond. To help marketers, media agencies and advertisers get a quick sense of what’s next, we developed a list of some of the major players for easy reference.

Aloft
After debuting new properties in Colombia in December 2011 and in Costa Rica this year, Starwood has announced plans to expand its Aloft hotel brand through 4 new properties: Aloft Panamá  in 2013, Aloft Mérida and Aloft Asunción in 2014 and Aloft Montevideo in 2015.

Amazon
In fall 2012 Amazon opened its first e-commerce site in Brazil. Rather than directly challenge large e-commerce players like Mercado Livre by selling all types of products, Amazon’s Brazil operation is focused strictly on the sales of e-books. Given the strong sales of tablets in the country and its booming books market, we could see a spike in Kindle sales in Brazil during 2013. No word yet on whether Amazon will target other countries in Latam.

Apple
In 2013 Apple plans to open its first Latin American store in Río de Janeiro, Brasil. While not exactly a huge incursion into the Latam marketplace, it seems likely that success with this store should lead to more, especially when you consider that Apple’s iOS system is dominant among the mobile devices owned in many Latam countries and the increasing sales of both smartphones and tablets in other Latam markets, including México and Peru.
Also noteworthy is that Apple has opened its iBookstore in Latin America, selling books in U.S. dollars in Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Mexico, Paraguay, Peru and Venezuela. So far only 3,000 titles are available in Portuguese, while some 12,000 are available in Spanish.

Colloky
This chain specializes in children’s clothes and recently indicated it plans to open at least 30 stores in Colombia over the next 5 years. It’s currently the market leader in shoes in Chile, where it has 34 stores, and has recently expanded to Guatemala.

Dunkin Donuts
In summer 2012 the company announced plans to open 125 stores in Latin America over the next 10 years via a partnership with Fagase, S.A., Donucol and Nutra. The expansion includes 38 new stores in Chile, 70 in Colombia and 25 in Peru. Currently there are 300 Dunkin Donuts stores in Latin America in countries that include Chile, Colombia, Peru, Panama, Ecuador. Honduras and Guatemala.

Express
The apparel retailer will be opening more than 30 stores over the next 5 years in Peru, Panama, Costa Rica, Colombia, the Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras and Nicaragua.

Gap
The clothes retailer noted strong initial success with its store in Santiago, Chile, as well as with its store in Panama. As such, the chain has plans to expand to Colombia, Uruguay and Peru, with Brazil as another possibility.

HBO GO
The company launched this service—which allows download of HBO content to mobile devices to subscribers—in Colombia in November 2012, after a successful launch in Brazil earlier in the year. In Colombia the service will only be available via the Internet at first but eventually subscribers will be able to access it via tablets and other mobile devices. Available content includes not only popular American shows like The Sopranos, Rome and Boardwalk Empire, but also ones produced in Latin America, like Capadocia and Prófugos. The company previously announced plans to expand the service to 23 markets in Latin America in the coming years.

Hilton
The hotel chain recently announced that it will be opening its first hotel in Río de Janeiro in June 2014, to be called the Hilton Barra. Currently Hilton has 51 hotels and resorts in Latin America, with plans to develop more in Argentina, Brazil, Colombia, Costa Rica, Mexico, Panama, Peru and Uruguay.

Sephora
The beauty company opened its 6th store in Latin America in Mexico in November 2012, with plans to open 5 more in the country in 2013, including one in Cancun and another in Guadalajara. The brand plans to open 50 new stores in Latin America by 2016, with the majority of them in Brazil—not surprising given the booming beauty market in the country.

Starbucks
In June 2012 the company announced plans to open “several hundred” stores in Brazil over the next 5 years and more than 300 new stores in Argentina and Mexico by 2015.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

23834-la-nacion-newspaper-_200x150t

3 Reasons Why Latam Newspapers Are Hot

It’s a major contrast. While U.S. and European newspapers are losing circulation, readership and revenue, Latin American papers are booming, just like all Latam media outlets. During the last 5 years their circ has gone up by 5%. They also boast a 65% revenue increase between 2006 and 2011. And revenues look to keep going up—projected increases are 14% a year through 2016. There are 3 key reasons behind this boom.

 

New Audience
The region’s economic upturn has lifted millions out of poverty. Now they can afford newspapers…and many can also afford the products advertised in them. “Indeed, in Costa Rica both the demographic growth—like the poverty level reduction, income increases and access to wide credit sectors—have created new markets in which, from a business perspective, limited buying power is made up for through a huge amount of buyers,” explains Jorge Robert, Corporate Media Director for Grupo Nación, which publishes La Nación, Costa Rica’s largest daily.

New Products
That said, more new readers isn’t enough. According to Robert, “these changes haven’t affected traditional products positively but have sparked new products that are journalistic and commercial successes never before seen in the country.” This means that La Nación and other newspapers have launched new broad-based publications designed to connect with this new group of readers. Examples include tabloid-style  or niche pubs like Grupo Nación’s La Teja, El Salvador’s El Gráfico, Puerto Rico’s En Punto and Guatemala’s El Nuevo Diario. They cover lifestyle topics with a simpler, easy-to-read style.  One of the biggest success stories among new launches has been the tabloid Super Noticia. Launched in 2002 in Belo Horizonte, Brazil’s third largest city, it serves up a mix of crime and entertainment news spiced up by models in bikinis. Its circ stands at 295,701, number one in the country, according to the Instituto Verificador de Circulação, Brazil’s version of the Audit Bureau of Circulation.


New Platforms
Relatively low Internet penetration in Latam is another reason for the surge. Logically, fewer Internet users mean more potential newspaper readers. But Latam newspapers haven’t just coasted on a having a captive audience with no other information choices. They’ve created dynamic Web sites that have established their brands among Internet users. In other words, the reader that knows Colombia’s El Tiempo from the print version will keep reading it when they migrate to the Web. In fact, according to comScore, Colombian newspapers are among the country’s most popular sites: El Tiempo ranks #7 in unique visitors and El Espectador is at #20. In Argentina, Clarín’s website ranks #5 in unique users and La Nación is at #10. Chile’s El Mercurio is the #5 Web site, followed closely by La Tercera at #7. In Perú, El Comercio’s Web site is at #5, while Mexico’s El Universal newspaper ranks #24 among the country’s most popular Web sites.
     Beyond just rebranding on the web, Latam newspapers are also smart about using online media.  For instance, La Nación has more than 100,000 Facebook followers. “We hook them into reading our newspaper either in print or online. We don’t take the content to Facebook, we take them from Facebook to La Nación,” explains Robert. El Tiempo does something similar. It posts its headlines on Twitter and drives traffic to its site. In fact, the Colombian daily frequently hired a Twitter header to manage its messaging with the hyper-popular social medium.

To learn more about how we can help you leverage the power of newspapers in Latin America, contact us at info@usmediaconsulting.com.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]