About Martin Meister

MSc in Marketing Management de Boston University, EEUU, e Ingeniero Civil Industrial de la Universidad de Chile. Especialista en modelos de transformación digital, planes de marketing digital y desarrollo de oportunidades de negocios a través del marketing estratégico. Profesor Adjunto de la Pontificia Universidad Católica de Chile, dictando cursos, seminarios y talleres tanto en diplomados, como en el Magister de Ingeniería Industrial de esta misma casa de estudios.

DirecTV: Prepaid television for all?

By |2020-04-02T20:28:01-04:00Noviembre 13th, 2012|

Introduction During the year 2008 the satellite pay-tv company DirecTV (DTV) developed an interesting marketing campaign in Chile, focusing on a specific strategy for the re-launch of their prepaid satellite TV service. We will analyze the reaches of this campaign and the considerations for a potential adaption to the US market. The Chilean Marketing Communication Campaign [...]

Why Wal-Mart uses different brands?

By |2020-04-02T20:28:01-04:00Octubre 24th, 2012|

Intercultural Communication In today’s changing and demanding world, companies or maybe we have to say transnational companies are trying to wonder if it is possible to have a global brand around the world. The answer is not easy and it does not have a unique response. The main problem that has to be faced is that [...]

Master Dog “Dog Lover” marketing campaign in UK

By |2020-04-02T20:28:01-04:00Octubre 16th, 2012|

Introduction The present report is to analyze a marketing communication campaign that has been developed in the country of Chile and the needs to adapt it to the United Kingdom European Union (EU) country. We will consider the differences between both countries and what we need to make a successful adaptation. The original campaign was developed [...]

India Entertainment and Media Outlook 2011

By |2013-09-06T22:20:22-04:00Octubre 12th, 2012|

Introduction We are pleased to present the 2011 edition of PwC’s India Entertainment and Media Outlook. The information in this publication reflects the collective wisdom of our large team of professionals who work with entertainment and media companies in India and overseas. It is a unique resource for the industry, offering a five-year outlook for global [...]

Marketing Communications strategy in a global basis: The McDonald´s example

By |2020-04-02T20:28:01-04:00Septiembre 9th, 2012|

One of the major challenges for companies in these days is the development and implementation of their marketing communications strategy in a global basis. Companies that have operations abroad need to make decisions concerning to their brand and how they will promote it. Some of the questions are: Will the firm have local brands in every [...]

Ethnographic Research Method for Business Applications

By |2020-04-02T20:28:01-04:00Agosto 30th, 2012|

Introduction The present study wants to reveal what is the qualitative Ethnographic Research (ER) method about, what is their scope, under what circumstances is advantageous to use, the limitations and some recommendations to have the best understanding. The inspiration starts with the successful experience of Hyundai and the use of their own ER method called “Touch [...]

Kit Kat: The rising power of customers

By |2020-04-02T20:28:01-04:00Agosto 29th, 2012|

The marketing communications theories have changed in the last decades, the traditional way of making advertising has less influence, the mass market have been impacted by technology, making it more shrunk and fragmented. This has made traditional advertising model more expensive and less effective. Internet has made 2 great things, individualization and customizations of marketing and [...]

Marketing at McDonald’s

By |2020-04-02T20:28:01-04:00Agosto 25th, 2012|

McDonald’s is one of the best known brands worldwide. This case study shows how McDonald’s aims to continually build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organization, product or service. The brand image represents how consumers view the organization. Branding [...]

Class Aptent Taciti Soci Ad Litora

By |2012-07-31T17:24:55-04:00Julio 31st, 2012|

Quisque ligulas ipsum, euismod atras vulputate iltricies etri elit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nulla nunc dui, tristique in semper vel, congue sed ligula. Nam dolor ligula, faucibus id sodales in, auctor fringilla libero. Pellentesque pellentesque tempor tellus eget hendrerit. Morbi id aliquam ligula. Aliquam id dui sem. [...]

Marketing Planning in the Social Network era

By |2013-09-06T03:19:33-04:00Julio 18th, 2012|

En el ámbito del Seminario Internacional de Redes Sociales organizado por el área de Educación Ejecutiva de Ingeniería Industrial de la Universidad de Chile el 5 de julio de 2012, el académico Marcel Goic expuso las mejores formas para realizar un Plan de Marketing utilizando las Redes Sociales presentes en Internet. Esta es su presentación

Seminario Internacional Redes Sociales en Universidad de Chile

By |2020-04-02T20:28:02-04:00Julio 18th, 2012|

El 5 de julio, Iniciativa Científica Milenio y Educación Ejecutiva de Ingeniería Industrial organizaron el Seminario Internacional “Redes sociales: desafíos en la empresa”. Crear valor a través del análisis de las redes sociales, red de consumidores, cambio social, credibilidad de la información y resultados fueron algunos de los temas que se abordaron en este evento que contó [...]

Chile es el país más innovador de América Latina según la OMPI

By |2013-12-03T19:09:07-04:00Julio 16th, 2012|

Sin embargo, el informe revela que la mayoría de países latinoamericanos tienen niveles de innovación más bajos que otros con el mismo PIB per cápita. La mayoría de países latinoamericanos tienen niveles de innovación más bajos que otros con el mismo Producto Interno Bruto (PIB) per cápita, si bien existen algunas excepciones, como Chile, que es [...]

How to Define a Marketing Research Problem

By |2020-04-02T20:28:02-04:00Julio 11th, 2012|

Preparing a perfect marketing research report depends on the research problem statement. The more clear and comprehensible your problem statement is, the more focused and directed your study will be. So how can you write the perfect marketing study statement of problem? Before telling you that, let’s see what is a marketing research problem is? In [...]

Innovation in the insulin´s industry: Eli Lilly & Pfizer

By |2020-04-02T20:28:02-04:00Julio 10th, 2012|

Introduction The focus of the present paper is to understand why the pharmaceutical companies Eli Lilly and Pfizer failed in the introduction of what was supposed to be priced premium innovative products like the 100% pure synthetic insulin “Humulin” or the inhalable insulin “Exubera” and make the correspondent recommendations for the future develop of the firms. [...]

Voice of Customers: Lessons from Hyundai and MarketSoft

By |2013-09-06T03:24:41-04:00Julio 1st, 2012|

The Hyundai example shows us an innovative way to restructure a product like their 2007 Santa Fe model. This ethnographic method permitted gain a better understanding of the target customers, watching, listening, asking questions and letting customers speak freely with the researches about their lives (Kluter & Mottran, 2007). One lesson that we have to consider [...]

Pfizer´s Exubera: Changing the strategy, looking for new customers

By |2013-09-11T03:55:28-04:00Junio 28th, 2012|

As we saw in the Eli Lilly case, the company tried to sell products like the synthetic insulin Humulin, where really there was no market that has willing to pay premium prices, no pain found, and as Adams (2002) tells us, first we have to validate the market and ask what product customers want. In this [...]

Shifting the basis of competition: The DoCoMo opportunity

By |2013-09-10T21:11:30-04:00Junio 25th, 2012|

The company DoCoMo built their strategy for its “i-mode” service around some competitive advantages related with the exclusiveness and restricted access of their for-subscribers content. One main difference form other mobile carriers was that this content was provided by third party partners.   Another brilliant decision was to use young people as initial target customers, because [...]

The amazing iPod: “Open the pod bay door, HAL”

By |2013-09-06T14:59:00-04:00Junio 20th, 2012|

It´s amazing how the iPod was developed. We can make the questions, what drives an innovative product?  The technology, the idea, the adaptation to the need of the potential customers? Maybe it´s all of it. The insights that Steve Jobs gives us can bring some lights. Innovation it´s not a process, it comes from the passion [...]

Looking for Competitive Advantages: The Schwab Company

By |2013-09-12T01:09:17-04:00Junio 3rd, 2012|

The company Schwab has faced diverse threats and opportunities within its life. The first one was in 1975 when the government deregulated the brokerage commissions, permitting the companies to change their strategies on how they competed increasing the rivalry of the existing companies or the potentially new ones (Schilling, 2008). Schwab took advantages of this, providing [...]

Eli Lilly Case: Looking for the pain

By |2013-09-12T02:35:27-04:00Mayo 25th, 2012|

In the year 1995 Eli Lilly and Company (ELC) was enjoying a great success with their results, being by far the largest pharmaceutical firm for diabetes disease in the US, having near the 80 percent of the insulin market. Ron Chance, a Lilly research, said that “We can´t get any better than Humulin. And we can´t [...]

Universidad de Chile Top Ten en Latinoamérica y 1era en Chile

By |2020-04-02T20:28:02-04:00Mayo 18th, 2012|

La Universidad de Chile continúa siendo, por lejos, el plantel de Educación Superior con mayor rendimiento investigador del país, ubicándose como la 10ª en Latinoamérica y el Caribe, y la 21ª a nivel Iberoamericano, según la edición 2012 del Ranking SCImago. “En nuestro 170º Aniversario, indicadores objetivos como éste nos permiten decirle al país que la [...]

Crossing the chasm: Choosing the right market for Color Kinetics

By |2013-11-11T19:59:05-04:00Mayo 17th, 2012|

In the year 1999 the LED technology had some difficulties remaining to the product itself, like being expensive, difficult to install, not very bright and not come in white lightning. But by the other hand, had some interesting and unique characteristics like having rich saturated colors, could be programed to run automatically in sequence of changing [...]

The Genzyme case: Beyond innovation

By |2020-04-02T20:28:02-04:00Mayo 10th, 2012|

The company Genzyme and their starting product Ceredase are clear examples of a firm that went beyond innovation, reaching the status of a real entrepreneurship firm. The company started its operation in the year 1981, and was formed by a group of scientist that worked investigating genetically inherited enzyme diseases. In further years they generated excellent results, [...]

Realidad Social en Chile 2011

By |2013-09-06T15:33:10-04:00Mayo 4th, 2012|

A continuación está una interesante presentación del sociólogo de la Universidad de Chile Alberto Mayol (amayol@uchile.cl) realizada en el marco del Encuentro Nacional de Empresarios - ENADE 2011 (http://www.icare.cl/eventos/enade/enade). En ella se buscan hipótesis y explicaciones a la efervescencia social generadas en Chile durante el año 2011 y como pueden impactar el escenario político futuro. Aquí [...]

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