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July 18, 2011 16:55:00

Facebook and more: Social networking in Peru

Photo by Joseph Hall (

By Beatrice Ciabatti

A few years ago, it was not essential for us marketing managers to master social networking; it was enough just to know the very basics. Sometime over the last couple of years, however, this changed, and social media has become central to marketing plans.

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May 11, 2011 9:24:54

Analysis: PromPeru's ad campaign a success

The general feeling after watching PromPeru's video is “I am proud to be Peruvian,” writes Beatrice Ciabatti. Here, spectators at the launch event. (Photo: PromPeru)

By Beatrice Ciabatti

For the Peru brand to be successful, after the launching of the national brand, step two was to begin an internal ad campaign, (thus a campaign whose target are Peruvians), with the goal of raising awareness of the national brand and for Peruvians to own the concept themselves, and identify with the Peru brand. For this to happen it was essential that the ad campaign reflect the spirit of the people and build agreement and commitment amongst Peruvians before heading to win over world markets.

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March 29, 2011 11:21:52

Peru finally has a country brand

The new Peru brand moves away from the Inca identity.

By Beatrice Ciabatti

After waiting many years, Peru has finally a country brand. Futurebrand was the company in charge of developing the brand that shows the word Peru in white on a red background, just like the colors of the Peruvian flag. Approximately $900,000 was the cost of creating the country brand.

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February 22, 2011 16:35:46

How marketers prey on the tween generation

By Beatrice Ciabatti

Beatrice Ciabatti.

This last Christmas my kids asked me for a special gift: a teddy bear. Without knowing what awaited me, I took them to the workshop (that is the term used by the genius marketers of the brand). The shopping experience there is great, you get to choose your bear, the color you want it to be, then they stuff it and put a heart in it. The teddy bear is practically "born" before your eyes for the happiness of children.

At this point you might think: What an original gift, and not so expensive, since the bear costs about $20.

Wrong! Prepare your wallet because you have just been hooked up in the Build a Bear world, a diabolically brilliant stroke of marketing!

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February 1, 2011 21:24:42

Interview: How Peru business should approach Internet marketing

Are firms in Peru preparing for the Google ranking battle?

Business in Peru passed an important milestone in 2010 with the opening of Google's first office in the country. Over eight million Peruvians use some form of online service on a regular basis, up from four million five years ago, and the use of the Internet for business continues to grow at a similar rate, with e-commerce expected to reach $500 million in 2011.

Given the importance of the Internet to national industry, online marketing in Peru still remains relatively undeveloped, especially for businesses selling to the lucrative English-speaking markets.

Aly Mahan, founder of the online marketing company Hit Riddle, says there exists untapped potential for Peruvian firms to reach international markets. “Any firm that uses a web presence to support its business should be thinking about the importance of Internet marketing,” Mahan told

In the following interview, Mahan says that few firms in Lima are prepared to capture the attention of English-language market online.

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January 18, 2011 23:21:11

Value over cheap: How Bembos in Peru gives McDonald's a headache

Don't bombard your customers with short-term offers, says Beatrice Ciabatti. Differentiate your company with a strong brand. (Illustration by

By Beatrice Ciabatti

The Peruvian market is experiencing buoyant economic growth in recent years driven largely by the local market. In our country, economic improvement in a general level is due to consumer’s rising confidence and a low, stable inflation, which has led customers to have more money to spend and thus to consume more and better products and services.

Companies today offer low-priced goods, and consumers subconsciously relate a product’s price with its quality. Logic tells us that the higher the price the better the quality and therefore consumers increasingly prioritize value. Therefore to differentiate and position products and services, it is vital for companies to strengthen the brand.

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November 24, 2010 10:15:36

Johnny Lindley, the man behind the flavor of Peru

By Milagros Leiva Gálvez, El Comercio
Adapted from Spanish by Diana Schwalb

Johnny Lindley, head of Inca Kola, Peru.
Johnny Lindley Taboada was 5 when his family created Inca Kola, Peru's most popular beverage. (Photo: Enrique Cúneo/El Comercio)

He does not think of himself as a powerful man. He is shy, humble and above all, passionate. This entrepreneur who believed in Peruvian flavour way before the recent gastronomic boom is convinced that Peru is a paradise to invest in. This is Johnny Lindley.

If Peruvians love Inca Kola and you are the owner, does that mean I am talking to one of Peru’s most powerful men?
I do not feel powerful. I was 5 years old when this beverage was born and, of course, I feel identified like most Peruvians do.

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October 27, 2010 15:17:10

Groupon captures the market for online coupons in Lima, Peru

By Nathan Paluck

Since September, Groupon sends 24-hour offers every midnight.
Since September, Groupon sends 24-hour offers every midnight.
If you are an internet user in Lima, by now you’ve seen them on your screen: Groupon. The online coupon company, launched in the U.S. in 2008 and in 28 countries worldwide, entered the Lima market in September. Their pitch appears everywhere online because they spend $50,000 a month on publicity via Google Ads, according to Diego Arbulu, country manager of Groupon in Peru. “We’re the business that spends the most on internet publicity,” Arbulu told in a recent interview.

But they’re not just spending. In only two months, Groupon reports they have 50,000 people receiving their daily coupon offers, which they sell an average of 100 daily. Offers like “70% discount for deep massage,” and “50% off on dinner for two Sama” arrive in subscribers’ email inboxes every day at midnight. Users have 24 hours to buy the offer with a credit card. “The idea is that the consumer checks their email every morning and sees if they’re interested,” Arbulu says. “The fun part is that there’s only 24 hours. It creates the idea of surprising you.”

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October 18, 2010 15:12:45

Rebuilding the Made in Peru brand

By Beatrice Ciabatti

Beatrice Ciabatti.

I remember that when I first started working as a marketing manager, many years ago, it was better not to relate the products with the phrase “made in Peru” and usually it was advised to keep it hidden.

This happened because during the ’70s and ’80s, Peru’s government banned imports or discouraged them by raising protectionist taxes; local industry, encouraged by the lack of competition, took advantage of consumers and offered poor quality products and overpriced services. As a consequence of this mistreatment, Peruvians looked for imported brands that assured good quality products, however hard to find, expensive, and usually black market. Thus Peruvian brands in most cases became a synonym of bad, ordinary and expensive products.

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October 1, 2010 14:12:29

Interview with manager of Google Peru

Interview with manager of Google Peru
Gianfranco Polastri says Google will look to increase investment on Internet marketing to 10 percent within the next 18 months.
By Alberto Limache R., El Comercio
Adapted from Spanish by Dyana Gonzales

Ever since the announcement of Google’s arrival to Peru it has sparked the interest of advertising companies, marketing agencies and Internet users. Gianfranco Polastri, general manager of Google Peru, shares what this corporation plans to do in our country.

Google follows a global strategy worldwide. What local aspects will it incorporate in its incursion to Peru?

Peru has an important role within Google’s Latin American expansion plan. The work used to be done from Argentina, but the main reason we came to Peru is that conditions are now leaning towards an upturn in Internet growth. However, I have looked around the market and am worried by what I saw. Companies don’t look at the Internet as a vehicle for transactions. It is not among its growth strategies. This limits its growth. This is the vision that Google has come to Peru to change. We have come to accelerate the maturity of this industry.

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