SANTANDER – Brazil

Objective:

Santander is the biggest bank in the Euro area by market value. Santander Brazil accounts for 50% of the total profits for the group, being one of the top priorities in Santander’s global strategy. Santander is Brazil’s fifth largest bank, through the acquisitions of many Brazilian banks, mainly Banespa and Banco Real. The image of Santander in Brazil is highly dependent on the former image of the acquired banks and is quite different from the perceived image of the bank in Europe and in Spain.
Middle/Lower-middle classes in Brazil, known as C class, are the single biggest source of new business for banking sector. C-classes are newcomers to financial services, most of them having no previous experience with any financial institution. Identifying C-class needs and expectations in banking is key for Brazilian banks, to capture a fair share of the new market that is being created in Brazil. Santander wanted to understand how the Brand was perceived in the country, with a specific focus on the C-class.

MARKET

Brazil.

SAMPLE

A socio-demographically representative sample of Brazil, focusing on the core target segment of C Class and younger groups, who were considering banking options for the first time.
Total Sample = 3,000

METHODOLOGY

Online Quantitative Research using Relevance TAGS® Methodology. Coverage of core target group of Segment C, and analysing the top six banks in Brazil.

Approach:

Using Relevance TAGS® methodology, we did a comprehensive Brand Equity research to Identify the main opportunities in terms of positioning for Santander in Brazil, vis-a-vis its top six competitors. We also looked into the communication concepts, what appealed to the target segment, and how to deliver an international positioning aligned with the global brand, that is also relevant to the Brazilian population. We analysed the specific needs of the C-Class segment and their expectations that were significantly different from the general population.

This was supported with a complete guide to communicate to thie emerging and very important C-Class segment, focusing on the opportunities in terms of products and services that were desirable and appealing to them.

Relevance TAGS® research
Consumer Intelligence
Brand Positioning
Consumer Segmentation

Similar Projects

BRAZIL

VOLKSWAGEN

AUTOMOTIVE

BRAZIL

DORITOS

SNACKS

VIETNAM

COCA-COLA

BEVERAGES

VIEW MORE PROJECTS