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RINO COM

Country: Brazil
City: Sao Paulo,
Address: Av. Nove de Julho, 4575, Jardim Paulista
Zipcode: 01407-100
Member Since: 1992
Staff: 50
Telephone: 55-11-2155-8302
Website: http:// www.rinocom.com.br

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Agencies Contacts

Locations

Address:
Av. Nove de Julho, 4575, Jardim Paulista
Sao Paulo, 01407-100
Brazil

Contact: Rino Ferrari F.
Email: rinofilho@rinocom.com.br
Phone: 55-11-2155-8302
Fax: 55-11-2155-8337

Case Studies

Case Study

First measure: we suggested a consultant (known to us) to help the company structure their marketing division and to coach prospective marketing executives from inside the company. All being well, this would eventually lead to the selection of outside partners (including the advertising agency) and the planning of the nucleus first communication project. As the work progressed, the consultant brought the company and the agency together at key moments. The company was encouraged to resort to our services whenever marketing research, cost estimates, package design, etc, were needed. As a result, we were finally hired as their advertising agency, competing with two other agencies – among them, TBWA.

ABIC - Brazilian Association of Coffee Industry

ABIC then decided to create and implement a self-regulating and purity-control program called ABIC Seal of Purity, introduced in 1989. This certificate is granted to brands, which have the purity of their product ensured through random samples taken at different points of sale nationwide by a group of independent auditors. The samples are later analyzed by Instituto Adolpho Lutz, a renowned scientific research facility.

Case Study

The decision to focus on retail (individuals) was made strategically imperative by the impending deregulation in the sector and the coming of great international corporations to compete in the Brazilian market. AGF would have to be able to compete for one of the most coveted and fastest growing segments in this market: personal insurance. The greatest problem we faced if we were to secure the success of that strategy was the very small, almost nil, consumer brand and image awareness. This was because of AGF’s primary focus on great risks which had until then characterized it as a typical B2B player. Therefore, after defining a modern and competitive line of products, AGF decided to face the problem of building awareness and image in the individuals target.

Case Study

We faced major challenges. First, we had to make the BIC brand well known in the country. Second, we had to convince buyers that the ballpoint pen was a modern product that had come to take the place of the old fountain pen. Lastly, we had to establish in the minds of the consumers the fact that BIC was a quality product, because soon after the market would be flooded by poor quality and low performance competitors, which would threaten the ballpoint pen market as a whole. Little by little, all these challenges were faced and overcome thanks to a joint effort that worked at all fronts, usually at the same time.

Media

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Radio

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Direct Mail

Point of Purchase

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Outdoor

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