março
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2010 – R E V I S T A D A E S P M
169
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PM
TheToyotaProductionSystem is
considered“stateof theart” for its
operational efficacy,whichallowed
Toyota tomakequalitycarsat low
costs.At the factoryfloor, guemba in
Japanese,Toyotawasconsideredas
beingunbeatable.However, it faced
thefirst loss inall itshistory,madea
compromising recall and, to top it all
off, launched thehigh fuel consuming
Tundrapickup,whichwasasalesflop.
Thisarticleexposeswhy theoffice
strategybeat theoperational
efficacyofguemba in thisepisode,
and identifiesunexplored
oppotunities for improvement.
Childrenasadvertising
targets – legal aspects
PATRICIAPECK
PÁG. 130
Amidst theEraofKnowledge,whena
newand totallydigitalgenerationcomes
about,howcanbrandcommunication
whose targetaudiencesarechildrenbe
donesoas tocomplywith legal
requirements?What is the limit?
Up towhatpoint canpublicity reach
childrenwithoutbeingabusive?
Whichare thebestpracticesadopted
tomeet the requirementsset forth
by theChildandAdolescentStatute
(ECA),ConsumerRightsCode,
FederalConstitution, andCONAR
itself?How toguideyoung
consumersso that theyhave
informationand freedomof
choicewithout thisbecomingan
abusiveappeal for consumptionor
anembarrassment tominors?
Undoubtedly themessage, content,
contextmake thedifferencewhen
creating for this typeof
audience.Legal shielding
starts instrategyand
endsduringcreation.
Eight essential steps to
conquer consumersat the
baseof thepyramid
ADRIANOMALUFAMUI
PÁG. 138
TheBaseof thePyramid (BDP) is
asegment that shows itsstrength
andattractivenessworldwide. If it
were tobedealtwithasaseparate
country, theBDPmarket for food
consumption in regions likeAfrica,
LatinAmerica,Asia,Caribbeanand
EasternEuropewould represent a total
turnoverofUS$1.53 trillion,withan
estimatedpopulationof 2.16billion.
Of these, it isestimated that around
US$200billionwouldbeconsumed
in food inLatinAmerica. Inother
words, frommarginal range to
strategicopportunity, thisgroup
ofconsumersdrawsattention from
themarket.
Thisarticleshows thepathsusedby
brandsandorganizations thathave
alreadyentered this littleknown
territoryandseeks topresent eight
essential steps toconquer it.
Themultiplecommunication
platformsandother
contemporarydemands
PAULOROBERTO
FERREIRADACUNHA
PÁG. 150
Inacontemporarymarketing
process, it isvital toexpand
strategiccommunicationpossibilities
and the responsibilityof strategically
knitting theadopted impacts,
approachesand languages, so
that these translate thesame
conceptof agivenbrand.Thus,
establishingmoreconsistent
relationshipswith target audiences,
capitalizing thepotential of each
indicatedmeansandadopting
platforms that respect thecharacte-
risticsof thesetof communication
actions–and theexperience
generatedby them–become
fundamental conditions inorder
tooffergreater consistencyand
competitiveness tobrands, apart
frompreventing thedispersionof
efforts.Revisingcommunication
practicesshouldbe thefirst
step,not soas toproposegaps,
but rather to increase the
effectivenessof integrated
communicationprojects.
