Hard times arouse an instinctive desire for authenticity
Coco Chanel
Today what most people admire from best companies is their instinctive desire of keeping authentic. But what does it mean? It means there is no recipe to become successful. So, what makes me really different? Certainly, my strong desire of continuous changing. This is our secret to continue being the same, to continue being authentic. An energic and dynamic professional team whom times to times challenge themselves.
You were, you are and you will be what you will desire to be.
I invite you to enjoy with us a transformational journey without limits…
Clear. Practical. Memorable.
Verónica Cochón Vazquez
Aspire to be unique. Be unique to inspire
Owner Cochón Vazquez y Asociados
Welcome
Our believes
Don´t limit your challenges. Challenge your limits.
Challenge the complexity
Challenge the cultures
Challenge your talent
Challenge your limits
Challenge yourself
Services
Keep an open mind and you will move to the mood of the moment.
Business Plan
Find your greatness
It´s like taking a picture of your current business or idea and planning how far and fast it can grow in the short, middle and long term, considering a dynamic structure and a projection of the required investment in every stage. The plan includes a very strong as well as a very flexible strategy to take the best advantages even though facing uncertain scenarios.
There are no risks. There are always opportunitiesBrand Equity
Brands are like persons. They need to feel you.
Nowadays brands are not anymore a name. Brands are like a Person. They are managed for people to people. Every brand should be owner of a singular personality and a unique identity, but these are not enough to be chosen by your audience. People love brands when they keep a strong relationship throughout the years. It means that people must “Feel” your brand among everything. We pass through the “Me selling proposition” to the “Holistic Selling Proposition”. The answer is not anymore what you say. The answer is “how” you say.
Content Marketing
Think outside the box
Content Marketing is a new conception of building brand awareness. Everything turns around the key content you generate from and for your audience. Content is about listening, talking and creating the most intimate and valuable experiences to engage your audience more and more. It works at the fastest speed. Nowadays, competitive advantage will not be in adopting Content Marketing as a new practice of creating your Marketing Plan, it will be in managing and processing all the content you obtain from your consumers engagement touch points (on-line and off-line platforms). Technology has become a critical piece for all marketers. A new breed of digital engagement management system is turning the core of successful business.
Looking for the best insights or the ones that makes the difference?
Crowdsourcing: this new research methodology works basically on emotional consumers insights. This new concept has arrived from the best results obtained when people is involved in the creative process of a brand, product or idea. There are many techniques and approaches used on digital platforms and mainly they try to stimulate the pride and recognition of your customers. The results are very effective: your company may test and obtain great ideas at a very low cost.
You never know how disruptive you are until being disruptive is your only choice
Companies face a huge transformation on the way they build and develop successful business. Internet has completely changed the rules of marketing: social media is becoming more and more relevant in order to create the closet relationship with your customers.
Cyberspace became the plataform chosen by most people to communicate, create, integrate, exchange, share and influence among other people. The key question is not anymore if to be or not to be in Social Media. The right question is how your company should be on it. Success means Strategy. First of all, you will need to develop a Strategic Social Media Plan.Strategy means discipline. Un inspiring attitude of challenging yourself
We will provide you an objective view, identifying opportunities for improvement and new business areas, facilitating the transition from family business to SMEs
Once the goal is defined, we will create the strategy in the long, medium and short term. We will generate process management under the scheme of the new organizational structure of the company.
We will continue with Management Control, Budgets and Cost AnalysisCreating strong relationships
Brands are sociable in nature. Just analyze the arising phenomenon of Facebook, Twitter, You Tube, Instagram, among others platforms. We are in a new era: the era of “me” where people have the priority to achieve a recognized status in those Communities they feel identified and proud to belong to. Communities where they share with their members the same beliefs, values, interests and customs but above all they feel respected, recognized and rewarded by the brand through lovely experiences. Welcome to the Engagement Programs.
Your audience represents your brand. Why do not invest on them if they are the success of your business?
Creating Unique Alliances
An Affinity & Networking Program delivers to brands innovative audience approaches in an unconventional and non structure contexts with the main objectives of boosting their exposure, brand image and sales. We develop strategic alliances among brands with the highest potential of synergy achieving the best results at a low cost.
Creativity is intelligence having fun.
Albert Einstein.Creativity means not only to develop the best disruptive ideas, it means above all to hold an intimate relationship with your audience that leads to action and mutual benefits. This approach relies on understanding the human nature behavior: Brands are like people and they belong to different Communities. Every campaign should keep a strategy and deliver the most valuable and significant experience to get immediately the attention of your audience in each plataform: on-line and off-line. Win consumers to say not only WOM (word of mouth), but above all WOW (word of world).
Designing an extraordinary campaign requires extraordinary abilities to connect with your people from a different business approach. We need to break the rules to create new ones.
Make your beliefs come true. Be authentic
Times are changing at a great speed. Brands flourish from what people are saying and sharing in both worlds: on-line and off-line plataforms. So, it´s not anymore what you say, it´s what they say. First of all, you must understand the behavior of your audience in each platform. The key issue is the content you choose for every communication channel, each one is owner of a remarkable profile and language. If you want to continuously win the attention of your clients, be always honest, authentic, innovative, exciting, sociable and ethical. People love brands when they feel reliable, confident and respected.
Be the most inspiring Director
Courses in Company: (maximun: 20 people)
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Human Marketing. Simbiosis between brand & person
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Learning the most successful brand management techniques from the luxury marketing
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Emotional Branding. The new paradigm for connecting brands with people
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The last Social Media strategy techniques
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Becoming an inspiring Speaker. Motivating your audience
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Be brave.
Be bold.
Be you.
Acerca Verónica Cochón Vazquez
Master in Business Administration, Master in Community Management and Degree in Marketing and Business Administration. Currently, attending the Luxury Brand Management MBA (EAE Business School - Madrid)
Huge experience in leading luxury and premium companies across the world such us:
Fashion (Zaffora, Paso+), Make up, Skincare y Fragrancies (Givenchy), Accesories, Jewerly & Watches (Danfer, Coterie y Testorelli 1887), Wines & Spirits (Coca-Cola & Panamco).
Specialized in creating successful strategies for a wide range of global companies. Focus on strategic restructuring of brands from a different approach which involves the last management techniques.
During the last 24 years of my career, I have specialized in the development and management of Premium and Luxury Brands.
Entrepreneurial profile, focus on objectives and results, specialized in successful development of start up strategies and global brand management based on differentiated approach applying the last techniques in brand management.
Passionate for new challenges, innovation and creativity. Curious and energetic. I´m eager to work in environments where I can learn, create and communicate valuable experiences and knowledge.
Let´s start enjoying the journey
Now, you know a little more about me.
My spirit has been always the same: to face every new project with the same effort, commitment and conviction maintaining alive its personality.
Verónica Cochón Vazquez has been, is and will be always the same: keeping its nature and thinking in a bold and different way with the main objective of generating a unique value throughout the time.
“If your actions inspire people to dream, learn and be better, then you became a referent”.
Jack Welch
Verónica Cochón Vazquez
Mobile: +34 603 542 239
Contact
Main Achievements
Become the most irresistible brand
Market
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International luxury tailoring
Objectives
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Brand and personal image development as an influencer in the luxury segment.
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Brand positioning as one of the main artisan tailors in Argentina and Latam.
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Creation and launch of new business areas.
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Strategic management of the brand in a totally unstable market and in the red zone due to the pandemic.
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Brand launch and development in Latam region.
Actions
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Actions focused on the brand's main strengths and threats to create a solid long-term business plan that would allow me to build and achieve a strong aspirational luxury image and positioning, competitive at an international level.
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Incorporation and development of all the attributes of the luxury segment at the product, personal and brand image to créate a final product of excellence, competent at the level of the great tailors of Savile Row – London.
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Creative and innovative management of Press, Social Media, Marketing, PR and Sales actions.
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Development of new business lines: made to order.
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Business plans for the start-up of the brand in other countries of Latam Region.
Main Achievements
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400% sales growth in the last three consecutive years.
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I placed the brand in the No. 1 position locally and among the top brands at the regional area.
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Nicolás is today one of the main influencers in the “bespoke” luxury tailoring.
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Market
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Luxury watches and Jewels
Objectives
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Development of a new brand image.
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Positioning as the first brand in the local market.
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Evaluation of new international markets.
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Creation of the Annual Marketing Plan.
Actions
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Strategic alliances with luxury brands to reinforce it positioning and brand image.
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Creation an innovative and disruptive anual marketing plan.
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Creative and innovative Social Media, Press management.
Main Achievements
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The brand continue #1 in the market rank.
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Optimization of its brand image.
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Terrific brand relaunch of the brand in both axes (watches and jewels).
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Market
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Luxury Make up and Skincare.
Objectives
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Launch of the new lines, Mirroir and Givenchy Beauté.
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Effective management of the transitions of cosmetics lines.
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Renewal of the brand image.
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Rank the brand from 8th to 5th position.
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Opening of new points of sales.
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Growth of turnover and profit margin by 50%.
Actions
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Survey done on all Selective Cosmetics POS to obtain new retail locations and better visibility in each store.
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Detailed study of costs and profit margins for the proper selection of the product mix to be marketed.
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The market study also allowed me to turn the 2001-2002 crisis into a huge competitive opportunity: great sales growth due to the implementation of a new pricing policy equal to free shop, open of new POS and better location in the current ones. The main players left Argentina due to the country crisis.
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Innovative marketing actions and commercial proposals, different from those of the competition with broad win-win benefits for the brand and points of sale.
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Adaptation of the French make up proposal since Argentina is more traditional. This was reflected in the new advertising campaigns developed for the local market.
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Effective stock management for the transition of the lines with strong commercial actions without neglecting selective brand management.
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Implementation of marketing and sales strategies, adaptable to day-to-day, according to the critical situation of the country and the analysis of the competition.
Main Achievements
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Grow from 8 POS to more than 20 ones.
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Tripled total sales of Make Up & Skincare.
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Increased market share from 5% to 9%.
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Ranked the brand in the #5th position in Total Cosmetics.
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Market
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Luxury fragrances
Objectives
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Positioning Givenchy Fragrances from #3rd to 1st position in Argentina.
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Ranking the brand's strategic launches, in both the feminine and masculine axes, top #1.
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Develop new points of sales and gain better locations and visibility in them.
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Develop a flexible and changing strategy to take competitive advantage of the 2001 – 2002 crisis.
Actions
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Monitoring the selective fragrance market to define a clear differentiating strategy and gain market share, sales and profit margins.
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Carrying out several tactical launches to reach customers with new proposals and thus achieve ambitious sales objectives at a time when the competition decided not to import and sharply raise prices.
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Development of a pricing policy equal to free shop for star products. Unlike all the brands in the sector, we made a strong advertising investment.
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Implementation of innovative marketing and sales strategies, adaptable to day-to-day, according to the critical situation in the country and the analysis of the competition.
Main Achievements
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I doubled total fragrance sales during my performance.
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I launched the strategic products “Very Irresistible Givenchy and Givenchy pour Homme” brands, positioning them in the No. 1 ranking in each feminine and masculine axe.
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I increased the market share from 14% to 18%.
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I optimized the profit margins, to an average of 72% of the sales price.
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Market
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Premium men sneakers
Objectives
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Carry out the start-up and launch of the brand in Argentina, positioning it in the premium segment.
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Construction of an aspirational, creative and totally disruptive premium brand image.
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Achieve a differentiated positioning among an atomized market of men sneakers proposals.
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Quickly generate sales results.
Actions
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Analysis of the current snikers market to define the advantages and strong differential attributes for brand positioning.
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Innovative approach to the business with an effective business dynamic that works on multiple axes simultaneously.
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Creation of strategic alliances, influencers and soon press actions to further strengthen its positioning, image and sales results.
Main Achievements
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The market research carried out in this short period of time yields very positive results in terms of image and perceived value of the product and the brand.We have exceeded sales target in just six months and we project sustained growth throughout 2022.
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Market
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Boutique Luxury Consultancy
Client: Bentrani Group. Premium Watches: Emporio Armani, Michael Kors, Donna Karan new York, Burberry, Fosil and Skagen.
Objectives
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New brand and lines launches.
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Redesign and open of new point of sales.
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Image improvement y group repositioning becoming more aspirational.
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Traine of the team work.
Actions
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Creation of a brand repositioning strategy.
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Ads campaigns, Press, PR and strategic alliances.
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Bussiness plan. ROI.
Main Achievements
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New ten POS, plus some Concept Stores.
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Sales growth of more than 50% over total sales and an increase of 30% of profitability.
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Succesfull image brand repositioning.
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Market
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Luxury Jewerly
Objectives
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Development of the business plan to obtain the exclusive representation of Blancpain and Glashütte brands.
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Local launch of these two new brands.
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Change of the entire aesthetic communication of the brand: from the logo to the creation of a new website.
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Direction of the new line of own jewelry.
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Opening and redesign of new sales points.Increase in sales by 30% annually.
Actions
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Exclusive events in partnership with luxury brands.
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Development of media strategy and selective press management.
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Creation and implementation of differentiated commercial actions to gain market share and achieve a higher investment budget from the represented brands.
Main Achievements
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Exclusive acquisition of the most luxurious brands: Blancpain and Glashütte Original.
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Increase of more than 50% of luxury watch clients.
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30% growth in sales with a high profit margin.
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Successful development of the new jewerly line, surpassing the break-even point and investment required for its launch.
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Market
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Luxury handbags
Objectives
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Development of the business plan to gain exclusive representation of the D&G Dolce & Gabbana and Jimmy Choo brands.
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Redesign of the point of sale.
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Launch of the new brands.
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Growth of the client portfolio by more than 30%.
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Increase in sales by 20% annually.
Actions
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Exclusive events in partnership with luxury brands from various sectors.
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Development of media strategy and selective press management.
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Creation and implementation of differentiated commercial and marketing actions to attract new clients and increase sales.
Main Achievements
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Obtaining exclusive representation of D&G Dolce & Gabbana and Jimmy Choo brands.
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Clients increase by 50%. .
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Increase in the average purchase ticket by more than 30%.Achievement of the annual sales growth target.Successful development of the new line of jewelry, surpassing the break-even point and investment required for its launch and dissemination.
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Market
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Coca Cola Latam distribuitor
Objectives
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Development of the project to relaunch the “Regional” malt in the Venezuelan market and then, internationally.
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Creation of the retail marketing strategy.
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360 rebranding.
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Proposals for new advertising campaigns.
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Negotiation of new and better spaces on the shelves.
Actions
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Market intelligence and analysis.
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Mystery Shopper.
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Development of new packaging.
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Negotiation with the male image of malt.
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Development of marketing and commercial strategy.
Main Achievements
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The development of the brand relaunch strategy has been successful, its implementation was not my responsibility for reasons of job promotion.
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