Marketing Password in Brazil
Waldir Martins Fontes
English Dictionary for Speakers of Portuguese,
published in Brazil by Livraria
Martins Fontes Editora in 1991 and
now in its third edition, has already achieved impressive sales
results. This is a consequence of a marketing campaign, whose
goal was to familiarize English language learners in Brazil with
the concept of semi-bilingual dictionaries.
This marketing campaign included an aggressive promotional strategy,
made necessary by the immense difficulties in the local publishing
industry. Brazil suffers from economic recession and monetary
inflation, with the resultant decrease in consumer purchasing
power. There is also the problem in setting up an efficient company
structure to cover over 8.5 million square kilometers, encompassing
regions with enormous social and economic disparities.
Nevertheless, Martins Fontes understood that Password had to its advantage a potentially rich market.
The use of English in Brazil, both at work and socially, is becoming
more and more important and necessary.
Specific programs to publicize Password were developed with many of the English courses
set up in the country and with schools which teach English as
part of their curriculum. Among these activities, the following
may be noted:
This campaign produced an impressive
response. As a result, English teachers have begun to recommend
the dictionary to their students.
Another important marketing coup was the agreement made with
LAURELS, one of the most prestigious chains of English language
schools in Brazil. As a result of this agreement, Martins Fontes
produced an edition with special covers for six schools of the
The contact with LAURELS has had a very strong marketing impact
on the image of Password in Brazil, taking into account the effect of
a partnership between a publishing house with a well established
tradition and a group of private schools of high reputation.
The association with Kernerman
Publishing has provided an innovative
opening for Martins
Fontes, as it has become recognized
as an ELT publisher in its own right for the first time.
Waldir Martins Fontes is director of
Fontes Editora Ltda, in Sao Paulo.
K Dictionaries Ltd
10 Nahum Street, Tel Aviv 63503 Israel
tel: 972-3-5468102 fax: 972-3-5468103