Orivaldo
O. Gallasso
129
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2 0 0 5 – R E V I S T A DA E SPM
established itself in such short
time: “Brazilians are not much
used to waiting; but, in this
business you need to have
patience, besides competence”.
FischerAmérica is present in
Venezuela, Mexico, Colombia,
Argentina, Costa Rica,
Guatemala, Honduras and El
Salvador.
Focus on
generationZ:
understandingBrazil’s
teenager consumer
in2004
AMYRISFERNANDEZ
pagE 54
In 2004, people born between
1977 and 1994 could be
considered adolescents, and thus
entering the market as active
consumers. This population group
comprises 58 million persons, or
1 in 3 Brazilians who were born
to a world where images and
messages are presented in
windows, in fragmented forms,
through different technologies, to
be quickly consumed – and
which, almost just as fast,
become obsolete.
The context surrounding
Brazilian teen-agers is, at once,
sad and fascinating. The sadness
arises from the ephemerous
nature of almost everything,
whereas the fascination – from
the marketing professional’s
point of view – stems from the
need to create innovative
strategies and tactics in order to
effectively reach this segment of
the public.
Brandedbanking.
Brandmanagement by
delegation arrives in
the financial market
ARMANDOLEVY
pagE 80
The Brazilian financial system is
living controversial times. The
big banks show tremendous
profitability, and project an
image of solid, modern and
competitive institutions. But a
good slice of these fat profits is
the result of high interest rates
paid to them by the Brazilian
government, trying to administer
its internal debt. As this source of
income diminishes, the financial
market in Brazil is due to review
its competition rules, and –
eventually – evolve to a new
centralization. For some institu-
tions, the option to keep profits
high may go through actions of
brand-franchising, as it happened
in the areas of fashion and fast-
food.
ES
PM
