5 Hour Energy Marketing Plan to Enter Brazil

5 Hour Energy Marketing Plan to Enter Brazil
in US
5-hour marketing in the US
study of side effects in the US
4 Strategic Recommendation
1 STP
Segmentation
areas
geographical
brazil
metro
psychographic
lifestyle
club scene
behavior
occasions for use Q5
parties
tests
night driving
Office alertness
sports
Sex
user status
non users, potential users, first time
readiness
Q6
unaware, aware,informed, interested,desire,
ready to buy
Create segmentation breakdown pyramid PG
229
attitudes/rejection
enthusiastic, positive,indifferent, negat,
hostile
loyalty
hard core, split, shifting, switcher loyals
use rate Q2
heavy user, light user
values
prefer natural
customs
coffee social drink
demographical
age
gender
income
ocupation
truck drivers
corporate worker
*considerations
measurable
accesible
substantial
differentiable
actionalble
Target
*considerations
decide:
1-is segment attractive
2-what is the company's objectives and
resources
The degree of product variability
Product’s life-cycle stage
Market variability
Competitors’ marketing strategies
Steps for segmenting
Undifferentiated-mass
Differentiated-segmented
Concentrated -niche
understand customers well, they are willing to
pay a premium
Micromarketing -local
Positioning
*considerations
what am i best at why?
low end/work
high end/prestige
point of difference
point of parity
1-identify possible competitive adv.
Benefit position
Services
price
People
Image
2choose right one
How many differences to promote?
Unique selling proposition
Several benefits
Which differences to promote?:
Superior
Communicable
Preemptive
Affordable
3choose a position strategy
Unique Selling Proposition USP. Mafia offer.
Offer can't be matched. represent the full
positioning of the brand:
More for More, More for the Same
More for Less, The Same for Less
Less for Much Less
Positioning map: see below
http://slucidthinking.wordpress.com/category/marketing/
White Collar
Blue Collar
College Students
2 marketing mix: 4 Ps
product
1 flavor
Same size & container design
add big: #1 in the USA
3 flavors
extra stregth
price:$3.5
communication/promotion
samples
office: free samples for the whole office
colleges: during finals
gas stations
advertising Q8
check out aisles
social media
billboards
TV commercials
magazines
*considerations
channel power
integration
conflict
*consideration
1identify audience
2objectives
3design
4select channel
5budget:market share,
target, % persuaded
6decide mix
7measure
8manage communications
Place
Retail Q7
Gas stations
grocery stores
colleges
office cafeterias
vending machines
3 Brazil
Environment
Macro
south region
south east
Brazil Cost""
regulations
economic instability
layers of bureaucracy
tax to foreign companies
corruption
high crime
underdevelop. infrastructure
technological
social media adapting 98%
Porter 5
substitutes: coffee, red bull energy
competitors: red bull energy shot, guarana
ambev, tariff?
buyers
2 Research
sources
secondary
survey
health considerations
public perception
Is Brazil ready for 5 hour?
See survey approved by professor
*considerations
are benefits clear to you
does the product solve a problem
does other products solve this?
is price reasonable
Would you buy it:definitelly, probab, prob not
Who, when, and how often would you buy it
white papers
similar industries: red bull
what competitors are doing
primary
focus group
1 analyze market
offer
trends
distribution
(page 603)
How to introduce prod to brazil
direct investment
joint venture
licensing
direct exporting
indirect exporting
http://www.ambev.com.br/pt-br
Retail Q7
Gas stations
grocery stores
clubs
office cafeterias
vending machines
demand
Culture
health considerations
Any country regulation for
caffeinated products?
ready to replace coffee
Information
internet
CIA.org
department of commerce
lifestyle magazines
trade.gov
exim.gov
http://geert-hofstede.com/brazil.html
interviews
club owners
store owners
*considerations
-go abroad:yes
-which market:brazil
-how to enter?
-what marketing program
-which marketing organization
book page 597
16