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Nestlé has named Pablo Wiechers as Market Head Latin Caribbean, based in the Dominican Republic, previously Wiechers worked as North America Regional Manager at Nestlé.

 

 

 

 

MetLife announced the hiring of Federico Acuña as chief marketing officer for Latin America. In this role, the Argentinian executive will lead and implement the marketing strategy for the region.

 

 

 

 

Sandra Montes is the new marketing director of OLX Brazil. Prior to this, she held the role of CMO at Electrolux for four years.

 

 

 

 

 

Vertical3 Media has launched Vertical3 Travel, a boutique agency dedicated to boost growth of the Miami Hospitality and Travel Business. Vertical3 Travel will be led by Juan José Núñez, founder & CEO of Vertical3 Media. 

 

 

 

 

 

 

Human resources company Adecco has named Jesús Cubero marketing communications director. Cubero is replacing  Margarita Álvarez, who left the company.

 

 

 

 

Epson has apointed Sebastián Rial as their new regional director for Argentina, Chile and Peru. Rial will lead the commercial strategy for the south region.

 

 

 

 

 

Epson Colombia has hired Alexandra Gaitán Lozano as marketing communications director for Colombia, Ecuador and the Caribbean.

 

 

 

 

 

Agustin Chacon, VP Marketing Americas, was one of the main Epson executives present at a recent event in New York City to promote the company’s new Ecotank printer. We talked with Chacon about Epson’s Latin American marketing strategy.

descargaThe Latin American region amounts to approximately 30% of the total of Epson’s Americas business, with almost the remaining 70% being U.S. sales. Brazil, Mexico and the Central American region are Epson’s main markets in Latin America.
The term “panregional” (as opposed to a very decentralized marketing strategy) best describes the way Epson markets in Latin America.
The main guidelines on the creative and media planning and buying side are established at Epson’s America’s Headquarters in Long Beach, CA. (Epson’s Global Headquarters are in Suwa, Nagano, Japan). These guidelines are established after the company tests its marketing concepts in select Latin American target markets. Epson’s Marketing and Communications Team in Long Beach, CA has 30 employees targeting the U.S. and Canada and approximately 25 that specialize in the Latin American region.
Media Buying is done in-house in each Latin American country and under the supervision of the Americas Headquarters led by Agustin Chacon.
Colombia based advertising agency AdOrange helps Epson to implement creative and media buying strategies that are in line with the overall guidelines and at the same time are adapted to each of the Latin American markets. Espson’s Latin American media plans tend to include TV, magazines, events as well as digital efforts, Chacon tells Portada.

EcoTank, already in LatAm, now also in the U.S


EcoTank
Interestingly, the EcoTank printer and cartridges line, Espson is currently introducing in the U.S. is already being sold in Latin America as well as in  APAC and Eastern Europe, but is only now being introduced in the U.S.
The EcoTank line uses cartridges that have substantially more ink than the regular printer. Epson says that even its cheapest EcoTank model holds enough ink in its reservoirs to print 4,000 black and 6,500 color pages before it needs a refill. The EcoTank printer is being marketed at a higher price than the average printer. The new line is being marketed in the U.S. through TV, digital and print (magazine channels) in addition to events and social advertising.

U.S. Hispanic market

The Japanese Electronics Company and one of the world’s largest manufacturers of computer printers sees a “big opportunity in the U.S. Hispanic market,” Chacon tells Portada. “We are working on a marketing development plan for the U.S. Hispanic market to really reach and engage Hispanic audiences. We know that this is necessary to do more research,” Chacon claims. While Epson’s U.S. Hispanic marketing and advertising is in its preliminary stages, the company expects to implement a concrete marketing plan in 2016 and has hired former Fox Deportes Marketing Manager be part of the team that devises the strategy and executes the project.

 

Epson, the Japanese electronics company and one of the world’s largest manufacturers of computer printers, is launching the new EcoTank printer and cartridges line in the U.S. The company is also working on a marketing development plan to specifically reach and engage the U.S. Hispanic consumer, Agustin Chacon, VP Marketing Americas, tells Portada.

descargaAgustin Chacon, VP Marketing Americas, was one of the main Epson executives present last week at an event in New York City to promote the company’s new Ecotank printer, which is being introduced to the U.S. market.
EcoTankThe EcoTank line uses cartridges that have substantially more ink than the regular printer. Epson says that even its cheapest EcoTank model holds enough ink in its reservoirs to print 4,000 black and 6,500 color pages before it needs a refill. The EcoTank printer is being marketed at a higher price than the average printer. The new line is being marketed in the U.S. through TV, digital and print (magazine channels) in addition to events and social advertising. Epson buys most of its media in-house. The EcoTank product line already exists in Latin America, APAC and Eastern Europe. But is only now being introduced in the U.S..

U.S. Hispanic market

The Japanese Electronics Company and one of the world’s largest manufacturers of computer printers sees a “big opportunity in the U.S. Hispanic market,” Chacon tells Portada. “We are working on a marketing development plan for the U.S. Hispanic market to really reach and engage Hispanic audiences. We know that it is necessary to do more research,” Chacon claims. While Epson’s U.S. Hispanic marketing and advertising is in its preliminary stages, the company expects to implement a concrete marketing plan in 2016 and has hired former Fox Deportes Marketing Manager be part of the team that devises the strategy and executes the project.

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Latin America

The Latin American region amounts to approximately 30% of the total of Epson’s Americas business, with almost the remaining 70% being U.S. sales. Brazil, Mexico and the Central American region are Epson’s main markets in Latin America. The term panregional best describes the way Epson markets in Latin America. The main guidelines on the creative and media planning and buying side are established at Epson’s America’s Headquarters in Long Beach, CA. These guidelines are established after the company tests its marketing concepts in select Latin American target markets. Epson’s Marketing and Communications Team in Long Beach, CA has 30 employees targeting the U.S. and Canada and approximately 25 that specialize in the Latin American region. Media Buying is done in-house in each Latin American country and under the supervision of the Americas Headquarters led by Agustin Chacon. Colombia based advertising agency AdOrange helps Epson to implement creative and media buying strategies that are in line with the overall guidelines and at the same time are adapted to each of the Latin American markets. Espson’s Latin American media plans tend to include TV, magazines, events as well as digital efforts, Chacon tells Portada.

Join us at PORTADA Mexico!