A resounding success was the launch of the long-awaited Chile3D 2024 study by GfK, a company that is part of NIQ, which brought together the 29 winning companies in their various categories and which were chosen and evaluated by 5,400 people from all over the country, who evaluated 351 brands belonging to 72 consumer categories using the Brand Capital Model with relevant pillars such as Prestige, Affection and Presence.
For this reason, and to gain a prominent space in the home of Chilean consumers, NIQ brought together the winning brands to present them with their awards at the launch event of the Chile3D study, which had a massive and enthusiastic attendance, and which took place in a pleasant and relaxed atmosphere.
Among the Brands of Excellence awarded at the day were Samsung, Google Chile, Carozzi, Doctor Simi, Líder, Sodimac, Mercado Libre, Rosen Soprole, Colún, Colgate, Minuto Verde, Savory, Youtube, Confort, Iansa, Nescafé, Quix, Tucapel , Costa, Hellmann’s, Kraft, Lays, in addition to special awards received by Coca Cola (“Best Advertising”), Samsung (“Brand that Chileans love most”) and awards by consumer categories.
“It makes us very happy again to be recognized as the brand that Chileans love most, recognizing us as a brand that delivers excellence and quality to everyone. For us, the consumer is at the center of the company, they are the heart of it, therefore, it is essential to be able to know in depth what is happening with them in order to be able to provide them with the tools and products they need to make their day better. every day,” he commented. Magda Grundwaldt, Samsung Marketing Manager.
For its part, Patricio Silva, Marketplace Manager of Carozzi companies, He said: “We are very proud of this recognition. Carozzi is a company with more than 125 years in Chile that is present in every home with a quality product and a great human team. The Chile3D study is very important to understand the behavior and needs of consumers, especially because the consumer changes year after year depending on the circumstances and the country situation and the study gives you a good x-ray of how the consumer is, which needs and how we can support it as a brand.”
In the same line, Valeria Guerra, Frontline Marketing Director at Coca Cola He referred to the award for the “Brand that does the best advertising”: “It is a recognition that makes us very happy, since it tells us that we are close to consumers, which is what we want to achieve. Definitely, it is essential to have consumer information to really understand them, know what matters to them, what their needs are, and how we can help them in their daily lives as a brand.”
“Being able to know consumers gives you a standard to know where to be, and as a company you can measure the temperature and know how the market and people are looking at us,” he stated. Manuel Casanova, Sales Manager of Doctor Simi, awarded as a Mark of Excellence.
“Chile3D is the reference for the marketing Industry”
Regarding the mark that the Chile3D studio has left in its 16 years of life, Carolina CuneoHead of Consumer & Marketing Insights at NIQ Chile, highlighted that “Chile3D is the benchmark for the marketing Industry in terms of consumer knowledge, it has been for 16 years, in fact this 2024 we won an award where the industry itself recognizes Chile3D as the best studio.”
Since the integration of NIQ and GfK -added Carolina Cuneo-, the study has been transformed to offer a complete x-ray of the Chilean consumer and society. The Chile3D study is a key tool for the management of any business, since it provides all the information regarding the needs of the consumer, both in their lifestyle and in the drivers linked to consumption, therefore, it is essential that companies can use Chile3D or some consumer knowledge study to constantly monitor the changes that consumers are having, even more so in times like the current ones, when the consumer “It is contracted in economic terms, which implies a significant effort to be within that consumer cart.”
Meanwhile, Daniel Aste, Commercial Leader of NIQ Chile, commented on the launch of the study: “We are very happy with the event and the attendance there was. There were around 351 brands that participated in the study, which is very well positioned in the Chilean market and what we are looking for with it is to be able to deliver insights to our clients that allow them to improve decision-making and develop strategic plans that make their business grow.”
“The studio has a history and a great reputation. Year after year it has innovated with respect to the topics it deals with and captures the trend and dynamics that we see in the market, and with that we provide relevant information to optimize decision making in a market that has presented strong changes in recent times. due to the various circumstances that have impacted him,” concluded Daniel Aste.
