marketing strategies

We believe in our creative and free
spirit, which allows showing
irreverence and eccentricity. Our eyes
are open to market movements and
directions. We understand and
translate the scenario, with agility and
security, to our clients and to the
market.!
OUR EXPERTISE:!
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!Strategic planning (Business Plan)!
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!Marketing and communication planning!
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!Service and product launching!
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!CRM strategies development!
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!Strategic adviser !
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!Marketing feasibility study !
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!Experiential training !
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!Luxury business course - “O Negócio do Luxo”!
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!Workshops!
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!Lectures!
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!Qualitative researches!
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!ATUALUXO – International Luxury Conference!
Client´s profile!
The Ferrari Store, brand and fashion accessories Ferrari SPA
group, is represented in Brazil by Grupo Via Itallia, which also
sells cars.!
Project´s goal!
The time of the initial project aimed to build a business plan for
the arrival of the brand Ferrari Store in Brazil. With the approval of
the matrix, the second phase included the implementation of the
first operation in the market started in the city of Rio de Janeiro.!
Scope !
Development of the business plan, covering market research and
brand, as well as strategic direction for the implementation of the
operation in the Brazilian market, including: business
understanding, study the segment in which it operates,
assessment of target pricing study, suggesting positioning,
location, communication strategies, product mix. Overall
coordination of the implementation of the first operation, the
Fashion Mall - Rio de Janeiro!
Results!
Clear understanding of the big picture of the segment in Brazil.!
Implementation and early success of the first operation.!
Intention to expand the brand.!
Client´s profile!
Founded in 1976, with a commitment to delight the customer by
offering differentiated services of high quality at competitive
prices, TAM became the largest airline in Brazil and currently
walks to consolidate as one of the leading companies in the
global aviation market .!
Project´s goal!
Redeem values ​​Commander Rolim - "Pleasure to Serve"!!
Scope !
- Focus: Excellence in service!
- Guidance, conceptualization and recommendations regarding
Salas Vips!
- Strategic review of special services!
- Training of 2,200 flight attendants national and international!
- New exercise of reflection on VIP clients to the area of ​​
Customer Service!
In March 2013, the MCF executives received TAM for a soaking
on special customers.!
Results!
Increase the pleasure of care and commitment of the staff.!
Client´s profile!
Bentley Motors Limited is a British automotive luxury car.
Currently part of Volkswagen AG. The brand is also famous for
handing out luxury cars to the British royal family. Launched its
store in Brazil in 2010!
Project´s goal!
To develop a business and viability plan to represent the brand in
Brazil. There were some Brazilian groups competing for
representation of the brand and MCF was hired by one of them.!
Scope!
MCF was responsible for developing the complete consumer
scenario as well as the brand´s arrival marketing plan. The project
´s first task involved a support understanding local luxury
consumer´s behavior an habits. The next step was the
development of the marketing plan considering launch event,
relationship events, recommendation regarding the
communication plan, car dealer environment and press support.!
Results!
MCF was invited to present the business plan for executives
Bentley brand. Our clients won the competition and are the
representatives of the brand!
Client´s profile!
Banco do Brasil is a Brazilian bank, created in 1808, by the king
D. João VI, when the Portuguese royal family arrived in Brazil.
The Private is the division of high income that links the
relationship exclusivity, personalized and individualized service of
a private bank, with the solidity, security, tradition and experience
of Banco do Brasil !
Project´s goal:!
To develop a very unique relationship program to their clients!
Scope!
MCF created the ALTACULTURA, a program designed
exclusively for a select group of clients. It proposed to the guests
elevated cultural experiences, experienced from the
“consumatore” point of view, which transforms the guest in a star
in the action.!
To make tangible their differences, the project has designed
seven unique events. Each one had a special host from the arts,
cinema, theater, entertainment, music, sports and gastronomy.
With a custom format and a restricted group of participants,
ALTACULTURA ensures the intimacy necessary for hosts and
guests to interact in unusual proposals.!
Results!
The bankʼs relationship with customers has been strengthened
and there was 100% approval of actions by customers and the
board of the Bank.!
Client´s profile!
Gloria Palace Hotel is part of REX, the real state subsidiary of Eike
Batista´s EBX Group . The group is one of the global leaders in a
vast array of segments such as mining, oil and energy. Acquired by
the group in 2008, Gloria is one of Rio´s most iconic luxury hotels,
and carries a significant tradition since its foundation in 1923.!
Project´s goal!
The project objective was to define the new positioning of Gloria
Palace Hotel, as well as to recommend and activate the partner
brands that were responsible for the retail, gastronomy, bars,
amenities, bedding and every other component of the hotel´s body
of work. Also, the objective was to create the entire experience flow
for the guest in the hotel. !
Scope!
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Deep research of the hotel´s history and brand attributes in
order to create a clear and appealing contemporary positioning
that also was in line with the hotel´s important historic value. !
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Deep and detailed research on brands that were aligned with
the recommended positioning. In total there were more than 50
brands recommended always having in mind that they would
bring to life one of the world´s most luxurious hotel both for the
local and global market. !
Results!
Creation of the new Gloria Palace´s look and feel, aligned with
global luxury values. As the project developed, MCF became Gloria
´s strategic partner for other subjects such as the hotel´s
architecture and relationship with the city plan. Currently there is the
possibility of the hotel being acquired by a global chain, and MCF
has also contributed with insights about it. !
Client´s profile!
KitchenAid is a brand of home appliances, very well known for its
iconic red stand mixer. Created more than 90 years ago, the
brand is today owned by the group Whirlpool. It was launched in
2010 in Brazil and has a flagship store in São Paulo.!
Project´s goal!
In 2010, MCF were responsible to hire the first promotional staff.
In 2011, MCF developed a small project regarding data base and
recommendations on relationship with customers. In 2012, the
brand requested to MCF to evaluate opportunities for the brand in
Brazil and to structure expansion plan for the next 5 years.!
Scope!
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Profile, lifestyle and Luxury consumer behavior in the main
cities of the country!
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Study, deep analysis, geomarketing and definition of the
main cities in Brazil to be considered by the brand!
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Research of data to provide informations to build P&L!
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Approximation with brands for possible partnerships!
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Recommendation of new operations for the brand for the
next five years!
Results!
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Understanding of the total panorama of Luxury in Brazil
today and the scenery of the main cities!
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Qualified information provided to define the investments for
expansion!
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Approximation with new channels of sales – fashion,
decoration !
Client´s profile!
SKY is part of DirecTV Group, one of the global leaders in the
communications segment. SKY is Latin Americaʼs biggest satellite
TV provider, and currently has 15 million subscribers in Brazil.!
Project´s goal!
The project objective was to create a trading up strategy for SKY
through the association with luxury brands so that SKY brand
value would keep being perceived as relevant in the high income
segment.!
Scope!
•  To help SKY to keep the relationship between the brand and
the high income segment.!
•  Deep diagnosis to understand SKY´s compatibility with the
luxury segment and links between the mass !market brand
and luxury attributes !
•  To develop an exclusive platform that promoted SKY as a
curator of several experiences in partnership with premium
and luxury brands in a vast array of segments. This plan was
presented to more than 20 brands, and
!16 of them
agreed to be part of the program once the deal offered by MCF
and SKY (media) was considered appealing and effective. !
Results!
The platform created by MCF was so well received by SKY that
an entire department was created to make sure that the program
would run the way it was designed by MCF. !
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Client´s profile!
Swarovski is the name given to the crystals best known in the
fashion world for its delicacy, precision and luminescent
appearance. Such crystals are produced by the company
Swarovski AG, the owner of the brand, which is located in
Wattens, Austria. ?!
Project´s goal!
Swarovski make more affordable for middle-income consumers,
and ensure presence in regions that the brand was not yet
consolidated as indoor and Northeast. All this bearing in mind the
maintenance of the aspirational aspect of the mark, but while
approaching a new potential customers.!
Scope !
The plan had a profound study of the profile of the consumer
class C in Brazil, plus a? Detailed research on the most promising
regions for expansion in the country.!
Results!
With the approval of Swarovski, national and global distribution
plan proposed by the MCF, and included in the strategic planning
of the brand for the years 2014-16, the MCF continues to
collaborate with Swarovski and approach the negotiations with
retail chains, stationery, decoration and e-commerce.!
Client´s profile!
For over half a century, the Swiss company Clinique La Prairie
has pioneered cell therapy, anti-aging, sharing its unique
accomplishments with thousands of visitors from around the
world.?!
Project´s goal!
Help the brand to better understand the opportunity in Brazil and
Latin America.!
Scope !
Training of all staff in Latin America in two days of intense work, in
Rio de Janeiro.!
Results!
Client´s profile!
Located in the promising city of Recife, RioMar is largest and
most important Shopping Center in the Northeast of Brazil, the
only one in the region with a special luxury area. Six months after
its launch, the mall has already become the most visited retail
operation on the North and Northeast of the country.!
Project´s goal!
Develop the “luxury thinking” of the Mall – brands mix and
business strategies.!
MCF would be also responsible for negotiating with the
international luxury brands !
Scope!
MCF was responsible for the “luxury concept of the mall” starting from the collateral material to everything else related to
communication, marketing and customer service – in order to
adequate each one of the aspects to luxury brand´s expectations.!
*Outros Cases - Shopping Centers:!
!Shopping Cidade Jardim!
!Shopping Fashion Mall !
!Shopping Flamboyant!
!Shopping Iguatemi !
!Shopping Leblon !
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!Shopping Rio Design Barra!
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!...entre outros !
MCF selected the brands according to the local consumer´s
preferences, behavior and characteristics!
Results!
Emporio Armani, Prada, Dolce & Gabbana, Burberry, Kiehlʼs,
Hugo Boss, Daslu, Swarovski have signed the deal.!
Gucci is currently under final negotiation.!
Client´s profile!
O BOTICÁRIO is the worldʼs largest perfumery and
cosmetics franchising network and second biggest Brazilian
cosmetic company. It has 3260 stores spread through
Brazil, Portugal, Mexico, Bolivia, Peru, Paraguay, Japan,
France and Venezuela.!
Project´sgoal!
To develop a trading up strategy for the brand in order to
offer to its current target, products with an unique and
upscale concept.!
Scope!
MCF worked with O BOTICÁRIO in all aspects of their
business, building new guidelines regarding their new
positioning, including store´s layout, visual merchandising,
communication, online tools, e-commerce, marketing,
distribution, customer service and store´s staff behavior.!
Results!
MCF has been able to change the perception of the board,
which allowed the corporation to adjust the directions given
before regarding the premium selection as well as new
brand´s perception.!
From this main result, O BOTICÁRIO has hired MCF to
build a new sales associate training program for all stores –
around 20 thousand sales associates (under development ).!
Client´s profile!
The MasterCard Global Service program extends the
issuerʼs customer service infrastructure around the
world.Available to all MasterCard cardholders who are
traveling outside their home countries, MasterCard Global
Service provides unprecedented emergency customer
service—any time, anywhere, and in any language.
MasterCard Global Service gives cardholders access to the
following services provided by their issuers, MasterCard,
and third-party service providers.!
Project´sgoal!
Relationship strategies and activities !
Scope!
Recommendation of the relationship with its contact
audiences (issuing banks, final customers)!
Development of co-branding partnerships !
Critical evaluation of the event in Campos do Jordão!
Seminar for managers of issuing banks!
Brand magazine project!
Adviser in strategic actions in several countries of Latin
America!
Results!
Carlos Ferreirinha is the senior adviser invited by
MasterCard to present the Brazilian and Latin American
markets to Financial Institutions around the world!
Client´s profile!
Stella Nina McCartney, OBE is an English fashion designer.
She is the daughter of former Beatles member Sir Paul
McCartney and American photographer and animal rights
activist Linda McCartney.!
Project´sgoal!
Business Plan development!
Scope!
Positioning!
Overall Strategic Market Strategies!
Marketing planning !
Recommendations for communications!
P&L !
Presentation to the international board!
SOME IMPORTANT MCF´s ACHIEVEMENTS !
IN 2012 AND 2013!
Years of experience !
Active clients, originally from different segments: shopping centers, automobile, hotels,
cosmetics, beverage, retail, real estate, entertainment and culture, fashion, jewlery
accessories, teaching institution and airplane company!
Strategic and consultancy projects developed for Luxury companies from hotel,
automobile and mass consuming segments!
Training programs and projetcs developed and over 2000 employees
professionally trained !
Year presenting the research study called ʻO mercado do Luxo no Brazilʼ (The
Luxury market in Brazil)!
ATUALUXO editions – the biggets and most importnat international Luxury
conference idealizada por Carlos Ferreirinha!
Lectures developed and presented!
Editions of the inspirational course called ʻO Negócio do Luxoʼ (The Luxury
Business)!
Founded 12 years ago, the leader in Brazil and in Latin America and recognized as
opinion leaders!
MCF, with extensive market experience, pluralized and diverse in skills and practices
of star-up!
Experience developing Business Plan for arrival in Brazil marks as Burberry, Stella
McCartney, Bentley, Ferrari Stores and GAP!
Strategic support for the largest luxury groups like LVMH, Estee Lauder, PPR and
Richemont!
Creation of the Business of Luxury Travel - editions in several Brazilian states, plus
international editions in Argentina, Uruguay and Portugal - 45 editions and over 950
trained professionals!
Creation and implementation of the first MBA in Luxury Management Americas, in
partnership with the FAAP (Fundação Armando Alvares Penteado)!
Responsible for the Business of Luxury Research in Brazil in partnership with GfK
Brazil for 6 consecutive years!
1 year with the FIFG (French Institute of Public Opinion)!
Creation and management of ABRAEL - Brazilian Association of Luxury!
Founder and coordinator of the largest and most important conference of the
Americas Luxury Management - ATUALUXO (3 editions)!
“It was a pleasure to have shared this training with the team present at MCF House. The difference
is in the details. And this meeting was full of details, from the coffee, the music and the ice cream to
the emails you sent to us by the end of our journey. You practice what you promote. Surely we'll be
in touch for new challenges.”
ALVARO ZAMORANO | LATAM AIRLINES GROUPʼS OPERATION DIRECTOR “May MCF already be able to see the reaction and reflection of this great work in their next
experiences with LATAM. The challenge is immense, but with the strong belief in the obsession for
details, commitment to our customers and special partners, this challenge becomes increasingly a
motivating and stimulating factor for the relentless pursuit of excellence in Customer Service.”
VICTORIA GUIMARÃES | LATAM AIRLINES GROUPʼS AIRPORTS DIRECTOR !
“It was an invigorating meeting, you are very good at what you do.
I'm motivated to do whatever it takes to achieve Clamomʼs goal.”
JOÃO MÁRIO FORTUNATO | CLAMOMʼS EXECUTIVE DIRECTOR!
“You really rocked and left everyone dazzled. Few companies have this gift for captivating CEOs
and salespeople. It was a very exciting day that marked another important step in MACʼs journey. " PAULA PONTES | ESTÉE LAUDER BRAZIL GROUPʼS GENERAL MANAGER!
"I knew you were good at everything you do, but I confess that your lecture here at VB was one of
the best I've seen in my 68 years of life. Lucid, informative, thought-provoking, anyway, it left
everyone stuck with you from start to finish. Iʼve already received six phone calls so far from people
who were present and didnʼt have the opportunity to greet the GCO and me for bringing you. Surely
weʼll have others!”
PAULO CESAR DE OLIVEIRA | VB COMUNICAÇÃOʼS GENERAL DIRECTOR
“Carlos Ferreirinha, besides being an excellent speaker, he involves everyone with his brilliance,
enthusiasm and he is an expert when it comes to LUXURY. His lectures in our events, held in Italy
and France, focused on the Brazilian market were very rich, highly detailed, with scenarios of the
past, present and future of this industry that grows so much in Brazil. We recommend this great
professional who has made all the difference in our work experience.”
CINDY HARING | DHL GLOBAL FORWARDINGʼS COUNTRY MANAGER BRAZIL !
MARKETING STRATEGIES
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Space concept!
Localization!
Own stores!
E-commerce!
Distribution strategy!
Mix of products!
Price positioning!
Expansion plan!
COMMUNICATION STRATEGIES!
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Positioning strategy!
Action plan!
Communication channels!
Suggested calendar!
Suggestion of suppliers!
Direct Marketing strategy!
Publicity and advertising!
Public Relations!
Events strategy!
Press strategy!
CRM strategy and plan!
STORE RELATED!
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Staff hiring !
Incentive staff plan!
Uniforms!
Visual merchandising!
Windows!
In-store communication!
Emotional sales, Luxury Brazilian consumer
trainings!
In-store experience strategy!
THANK YOU!