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Ashlee JorgensenPooneh GhanaOscar GarzaPedro HernandezRyan Davidson
• Established in 1886• Mission Statement: “Refresh the  world, inspiring moments of happiness while  creating value and ma...
• Created in 1898 in Biloxi, Mississippi• Founder: Edward C. Barq Sr.    • Barq Brother Bottling Co.• Gained rapid popular...
•   7th largest economy in the world• Population of 203,429,773• Fast growing economy• Purchasing power• Decrease in infla...
•Brazilians place a very high importance of family•Education is very sought after, especially with the economy of Brazil g...
• Still very rural, 9% of roads are paved and of that 35% is Government controlled.     • Relies on Train use as well, 18,...
Marketing Objective:• Target Market    • 10-25 year olds• Sales forecast year 1-5    • Increase overall sales for Coca-Col...
• Root beer not common taste Brazil• Price Competition    • “premium product”    • Tubainas         • Brazilian competitor...
Product:• Brand: Barq’s Root Beer• Product size: 20 ounce bottles• Color & Design:     • Label: Bright sun orange     • Le...
Distribution:• Mode of Entry:     • Direct investment• Agent:     • AKQA• Distributor     • Coca-Cola Femsa• Retailers    ...
• Promotion Objective    • Brand re-enforcement    • New product acceptance• Pre-rolled ads, Mobile ads, Social Media• “MY...
• Direct marketing objective: make Barq’s a recognizable brand.     • Mobile advertising     • Product sampling• Personal ...
• Market a 20oz glass bottle of Barq’s Root Beerfor 3,01 reais ($1.60)• Gain a 5% Market Share• Costs involved are marketi...
• Brazil is 5th largest country and 7th largest economy in the world• Outlook for Barq’s introduction in Brazil is promisi...
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Coca cola presentation International marketing plan for Brazil

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Introducing a existing product to a new market.

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Coca cola presentation International marketing plan for Brazil

  1. 1. Ashlee JorgensenPooneh GhanaOscar GarzaPedro HernandezRyan Davidson
  2. 2. • Established in 1886• Mission Statement: “Refresh the world, inspiring moments of happiness while creating value and making a difference.”• In over 200 countries around the world• Over 146,000 employees worldwide• 1.7 Billion Coca-Cola drinks served daily
  3. 3. • Created in 1898 in Biloxi, Mississippi• Founder: Edward C. Barq Sr. • Barq Brother Bottling Co.• Gained rapid popularity due to it’s unique taste over competitors: • Less carbonated • Less sweet • Less foamy• Slogan, “It’s Good Since 1898.”• Set up Franchise in 1934• Eventually bought by Coca-Cola Company• Sold Barq’s company in 1995• Barq’s controls 12.06% of Coca-Cola’s stock price
  4. 4. • 7th largest economy in the world• Population of 203,429,773• Fast growing economy• Purchasing power• Decrease in inflation rates• No Root Beer currently available • Minimal Competition • Ambev bottling company for PepsiCo – 17.7%• 3rd largest soft drink market• Coca-Cola already owns over 50% of thesoft drink market
  5. 5. •Brazilians place a very high importance of family•Education is very sought after, especially with the economy of Brazil growing• Legal system based on civil codes derived from the Portuguese forefathers•Business customs place high importance of uncertainty avoidance, much likeThe way of life in Brazil•Roman catholic is main religion•A wide social gap exists between north and south Brazil• Portuguese is main language
  6. 6. • Still very rural, 9% of roads are paved and of that 35% is Government controlled. • Relies on Train use as well, 18, 000 miles of railroad tracks• Exports to China, United States, Argentina, and others total $201.9 Billion• Imports from China, United States, Argentina, Japan, Germany total 181.9 Billion• Brazilian Real vs. U.S. Dollar $1.88 to every U.S. $1• Inflation rate of 6.2% and Unemployment rate of 4.7%• About 430 computers per 1000 people• Expand into growing retail stores • Wal-Mart, Carrefour building 70 stores/year
  7. 7. Marketing Objective:• Target Market • 10-25 year olds• Sales forecast year 1-5 • Increase overall sales for Coca-Cola by 25% with Barq’s introduction• Profit forecast year 1-5 • Increase by 35% for Coca-Cola overall • Increase for Barq’s specifically by 18%• Market penetration and Coverage • Coca-Cola currently controls 50.1% of the total market share in Brazil • Market penetration for Barq’s specifically • Initially distribute in the specific regions of Campinas, Santos, Sao Paulo, parts of Mato Grosso de Sul, and parts of the state of Goias • Throughout all regions of Brazil within 5 years
  8. 8. • Root beer not common taste Brazil• Price Competition • “premium product” • Tubainas • Brazilian competitors • Nearly half the price of Coca-Cola counterparts • Can avoid taxes• Nationalism• Increasing Health Awareness • Real cane sugar vs. high fructose corn syrup • Brazilian government initiatives
  9. 9. Product:• Brand: Barq’s Root Beer• Product size: 20 ounce bottles• Color & Design: • Label: Bright sun orange • Lettering: Original Logo • Additions: Product of Coca-Cola in Portuguese • FIFA Promotion bottling• Scent: weak slight scent of wintergreen• Packaging: glass bottle see through except label• Warranty: satisfaction guaranteed
  10. 10. Distribution:• Mode of Entry: • Direct investment• Agent: • AKQA• Distributor • Coca-Cola Femsa• Retailers • Wal-Mart • Carrefour • Pao Do Acucar
  11. 11. • Promotion Objective • Brand re-enforcement • New product acceptance• Pre-rolled ads, Mobile ads, Social Media• “MY COKE REWARDS” in Brazil • Chance to win tickets to World Cup• Event Sponsorship • The FIFA World Cup• Family Image through local investments• Corporate Responsibility • Rainforests
  12. 12. • Direct marketing objective: make Barq’s a recognizable brand. • Mobile advertising • Product sampling• Personal Selling objective: make Barq’s a better drink option• Personal sales representatives will help with a strategic plan in order tomaximizequality of customer service • Making the public aware of how well of a drink option Barq’s is • Persuade the public that Barq’s is different, but offers a unique flavor that will change the image of soda in Brazil
  13. 13. • Market a 20oz glass bottle of Barq’s Root Beerfor 3,01 reais ($1.60)• Gain a 5% Market Share• Costs involved are marketing plans,advertising ventures, distribution, promotionetc.• Product cost per unit is $1.22
  14. 14. • Brazil is 5th largest country and 7th largest economy in the world• Outlook for Barq’s introduction in Brazil is promising due to • Purchasing power growing at 3% annually • Current lack of root beer in Brazil • Brazilians interest in change • Coca-Cola Company’s current success in the country• Connect/interact with Brazilians and create happiness with out product • Corporate sponsorship/responsibility • Promotions and Contests• Make Barq’s root beer a successful drink in the country within 5 years
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