Wilson Calil: “A Marketer has to be a Leader, at the Forefront of Tech and Always Listen to the Consumer.”
Wilson Calil, Regional Marketing Manager Latin America & Caribbean at Electrolux Home Products, is the winner of the coveted "Top Marketer to Latin American Audiences" Award, which was announced at Portada's recent #PortadaLat events in Miami. We interviewed Calil on the main features of an excellent marketer as well as on Electrolux Home Products Latin American marketing organization,strategy, media mix and more...
Portada: What are in your opinion the key features of a good marketer?
Wilson Calil, Regional Marketing Manager Latin America & Caribbean at Electrolux Home Products: "A good marketer has to be a good leader, a very up-to-date person and at the forefront in terms of technology. To be a good leader in Latin America, the Marketing professionals need to balance between centralizing decisions and providing the right autonomy to local teams, specially dealing with local brands or very specific country matters. This balance requires also keeping the team motivated and finding synergies between countries. When dealing with new opportunities to connect with consumers, it is important to understand how technology is changing and moving. The market touch points have increased substantially in the digital environment and it will keep moving forward, becoming a challenge if the Marketer is not up to date with current events."
How is Electrolux Home Products organized in terms of its Latin American Marketing Organization?
W.C.: "We have a regional team located in São Paulo and Miami and local teams in 9 countries. Besides Brazil, local teams form four clusters and connect with dotted lines to the regional corporate team. It is important to mention that this organizational structure follows the global Marketing Strategy to focus on consumer orientation."
What are the special features of Electrolux Latin American Marketing in terms of the product characteristics and the markets it targets?
W.C.: "Electrolux ensures a culture of always listening to consumers. To accomplish that, we run quantitative and qualitative consumer research almost every day in Latin America. We think that design and consumer driven innovation can change the game at the point of sale. That is the reason we have a 70% consumer preference target when testing our prototypes up against our main competitors. The result is that our products are the most modern and carry specific characteristics that integrate with one another, generating a perfect harmony in the kitchens."
We have a culture of always listening to consumers. To accomplish that, we run quantitative and qualitative consumer research almost every day in Latin America.
What is the "typical" media mix for Electrolux Latin American marketing depending on the country?W.C.: "The corporate strategy is to focus on three main marketing pillars: Point of sale activities, Digital Marketing and Public Relations in order to reach all consumers touch points in the three phases of pre purchase, at purchase and post purchase. Depending on the country’s needs, they tend to adapt their mix between these three. On average, around 10% of all our investments in Latin America have been done through digital Marketing activities."
How has the 2014 purchase of the General Electric appliance unit impacted your company particularly as it relates to Latin American marketing?
W.C.: "Electrolux has stated that in September 2014 the Group signed an agreement to acquire the appliance business owned by General Electric - GE Appliances - a leading manufacturer of products for the kitchen and laundry in the United States. The regulatory process is underway and we expect to receive approval this year. Until that time, Electrolux and GE Appliances remain independent companies."
We focus on three main marketing pillars: Point of sale activities, Digital Marketing and Public Relations
Would you categorize Electrolux as a relatively new company when it comes to digital marketing yes/no and why?
W.C.: "Not globally, Electrolux is very active in the digital environment, investing in training and relevant content for consumers. Currently we have social platforms available in all Latin America; we produce local content, respecting each country’s culture and their specific demands. Our marketing teams have been innovatively producing great interactive campaign. Nevertheless, we recognize that there are still opportunities to improve in a few countries. The most active Marketing team is the Brazilian team, connecting PR activities and digital marketing perfectly as well as producing amazing contents mainly for Instagram, You Tube and Facebook."