chile marketing report allsmile ryan gardner lizzy smith tom bredin
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Chile Marketing ReportAllSmile•Ryan Gardner •Lizzy Smith•Tom Bredin
Chile
Social Factors
• Low infant mortality rate• Long life expectancy
-Age 80 (Female)-Age 73 (Male)
• Stable population growth rate• Young population
Economy
• Second highest per capita Gross Domestic Product (GDP) in Latin America
• High GDP growth rate• Lowest Latin America poverty rate• Exporting nation• Member of MERCOSUR• Currency has strengthened against the dollar
Economic FactorsPopulation(Millions)
Population Growth
GDP Growth Inflation Rate
Mfr Sales/Toothpaste
Argentina 40.3 1.0% 5.2% 5.0% 172.2
Brazil 190.4 1.3% 3.5% 6.0% 491.4
Chile 16.2 0.9% 12.5% 5.3% 112.3
Mexico 108.8 1.2% 5.2% 3.5% 255.2
Peru 28.6 1.4% 4.6% 3.0% 35.6
Venezuela 26.0 1.4% 12.0% 12.0% 28.6
Competition
• Local One has the largest market share• Regional One has 2nd largest market share• Britesmile is the only global competitor
Prior to EntryEconomy White Healthy Kids Total
Unit Sales (Mill.) 45.2 8.8 29.6 0.0 83.6
Britesmile 0.0% 100.0% 0.0% 0.0% 10.5%Local One 69.5% 0.0% 69.8% 0.0% 62.3% Local OneRegional One 30.5% 0.0% 30.2% 0.0% 27.1%
Regional One
•No kids market established•Low competition in whitening market
Target Market
• Establish a Kid’s variation of Allsmile
• Young/Whitening because only offered in one market
• Target economy toothpaste market
Products We Plan To Offer• Young Whitening: Medium, Tube, Paste
• Family/Kids: Medium, Pump, Gel
• Family/Economy: Medium, Tube, Paste
Younger-WhiteningSize: Delivery: Texture:
Small 40.0% Tube 70.0% Paste 60.0%
Medium 55.0% Pump 30.0% Gel 40.0%
Large 5.0%
Family/KidsSize: Delivery: Texture:
Small 30.0% Tube 25.0% Paste 10.0%
Medium 35.0% Pump 75.0% Gel 90.0%
Large 25.0%
Families-EconomySize: Delivery: Texture:
Small 5.0% Tube 60.0% Paste 40.0%
Medium 60.0% Pump 40.0% Gel 60.0%
Large 35.0%
PricingArgentina Brazil Chile Mexico Peru Venezuela
Approx. Cost
Reduction
9% 13% 11% 19% 26% 28%
•$104 Million (USD) currently being spent on toothpaste in Chile
•Economy paste tube: 700 (Ch $)
•Whitening Tube Paste: 800 (Ch $)
•Kids Pump Gel: 830 (Ch $)
DistributionRetail Sales (Millions USD)
Traditional Self-Serve Hyper Market
Web/ Other Home
% Direct
Chile 139.7 40.2% 25.9% 32.1% 1.8% 29.3%
•Preferences are evenly distributed
•Target almost all distribution channels
Advertising
• Our ads will be relevant and connect to the Chilean people.
• Ads for:-Younger/Whitening -Families/Economy -Families/Kids.
• Allsmile currently has ads available for Whitening and Basic, we can use those to the Chile market.
Plant Decision
Allsmile must build a plant in Chile:• Central Location• Exchange Rates• Shipping Cost• Labor Costs• Tariffs
Exchange RatesUSA Dollar (USD)
Argentina Peso(ARS)
BrazilReal(BRL)
ChilePeso(CLP)
MexicoPeso(MXN)
PeruSol(PEN)
Venezuela Bolivar(VEB)
USA 3.1447 2.2936 558.66 11.4943 3.2680 2341.92
Argentina 0.3180 0.7294 177.65 3.6552 1.0392 744.73
Brazil 0.4360 1.3711 243.58 5.0115 1.4248 1021.08
Chile 0.0018 0.0056 0.0041 0.0206 0.0058 4.19
Mexico 0.0870 0.2736 0.1995 48.60 0.2843 203.75
Peru 0.3060 0.9623 0.7018 170.95 3.5172 716.63
Venezuela 0.0004 0.0013 0.0010 0.2385 0.0049 0.0014
ShippingUSA Plant Argentina
PlantBrazil Plant
Chile Plant
Mexico Plant
Peru Plant
Venezuela Plant
Argentina 0.030 0.005 0.010 0.010 0.020 0.010 0.010
Brazil 0.030 0.010 0.005 0.010 0.020 0.010 0.010
Chile 0.030 0.010 0.010 0.005 0.015 0.010 0.010
Mexico 0.010 0.020 0.020 0.015 0.005 0.010 0.010
Peru 0.030 0.010 0.010 0.010 0.015 0.005 0.010
Venezuela
0.030 0.015 0.010 0.010 0.010 0.010 0.005
Tariffs
• MERCOSUR – Argentina– Brazil– Chile
• FREE TRADE AGREEMENT WITH U.S.A• FREE TRADE AGREEMENT WITH CHINA
Toothpaste Sales (Last 6 Years)Country 5 Years
Ago4 Years Ago
3 Years Ago
2 Years Ago
Previous Year
Current Year
Sales Per Capita (USD)
Arghentina
122 130 135 132 142 152.6 3.82
Brazil 385 395 390 410 423 454.6 2.42
Chile 59 65 69 78 78 83.1 5.16
Mexico 135 150 175 189 209 228.1 2.12
Peru 23 25 26 28 31 35.1 1.24
Venezueala
23 25 27 22 23 26.3 1.02
Why Chile?
• Transportation Infrastructure• Distribution System• Economic Infrastructure• Low Cost of Labor• Centrally Located• Steady Signs of Growth