international marketing campaign
DESCRIPTION
Our team was given the challenge to introduce a successful product to a country where it is not yet existant. We chose to bring Smirnoff Vodka to Brazil.TRANSCRIPT
Team BrazilSmirnoff Vodka
Kendra Goldman Joseph Kelley Jonathan Lynch Jennifer Murdix David Shake Malcolm Winston-Townsend
HistoryBrazil was discovered in 1500 by Pedro Alvarez Cabral
On September 7th, 1822 Brazil had their first independence day Brazil was officially free from Portugal and was now its
own country
1888 slavery was abolished 1945 Brazil becomes a member of the United Nations
GeographyLocated in South AmericaBroken up into 5 separate
regions: northern, northeast, west central, southeast, and the southern region
Each region has its own geographical characteristicSome of the world’s largest
mountain ranges, plateaus, rain forests and rivers
Although the regions also contain valleys, the majority of Brazil is covered with mountains and rain forests.
Social InstitutionsFamily is the foundation of Brazil in the social
structure Children are expected to live with their family until
marriageThe education systems in Brazil are not as strict as
the American culture In Brazil it is mandatory for children of ages six to
fourteen to attend schoolBrazil is not run by one ruler; they have political
parties similar to America’s such as judicial, executive, and legislative
Business customs are significant to any company especially when going international as they may very drastically or in this case be fairly similar
Business PracticesNegotiation Style-
A lot of touching and body languageTend to “fill” silent periods with arguments or
concessionsNonverbal Behavior-High Disclosure Rate
ReligionOne of the Seven Wonders of the World, O
Cristo Redentor, translated as Christ the Redeemer
73%
15%
1%2%
2%7%
Roman Catholic Protestant SpiritualistOther Unspecified Athiest
AestheticsA well-known Afro-Brazilian form of martial
arts incorporated with dance is known throughout clubs, schools, and the streets as CapoeiraNot only a beautiful art form recognized by
many but it is a representation of past slaves longing for freedom throughout the country
Considered to be a sport
Aesthetics ContinuedBrazilian carnival which takes place 40 days
before Easter and lasts for four days straight Carnival starts on Saturday and finishes on Fat
Tuesday with the beginning of Lent on Ash Wednesday
Living ConditionsHealth care and sanitary living conditions vary
widely from region to region There is a wide social gap between the northern
and the southern regions The majority of the population lives in urban
areas (87%)Northeast region faces the worst health
conditions in the whole countryWidespread of diseases which calls for serious
medical attention
Recreation & HealthThere are a majority of people who drink
dirty water and have improper nutrition while living in these poor conditions
A majority of the 60% of the population who use the public health care system are limited to the amount of healthcare services provided
Statistics show that children born in Favelas area in Brazil are six times more likely to die than other children born into middle class families
LanguageThe official spoken and written language of Brazil is
PortugueseSpanish
Other languages that are used in the country is a small percentage of German, Italian, and English
PopulationOver 199 million peopleNumber 5 largest population
in the worldThis population supports a
huge target market of young adultsPer 1,000 live births there
are 20.5 deaths
Key Economic VariablesGDP Total $2.294 Trillion
GDP Growth Rate 2.70%
Personal Income Per Capita $11,800
Average monthly family Income $731
Ports 36 Deep-Water Ports
Miles of Rail Roads 19,186
Miles of Paved Highways 114, 425 (2002)
Telephone (Main Lines) 43.026 million (2011)
Mobile Devices 242.232 million (2011)
Comparison to the World 4
Internet users 75.982 million (2009)
Radio <1000 radio stations
Television 100 TV stations
Economic Variables ContinuedKnown for exporting
Transport equipment Iron ore Soybeans Footwear CoffeeAutos
The ProductSmirnoff Triple Distilled Vodka
Contains 40% alcohol
Originated in a small distillery within Moscow in the late 1800’s
Additional Product InformationAdvantages- Pleases several different
preferences within one target marketDifferent flavorsDifferent types of Smirnoff beverages (5-40%
alcohol)Problems- 8-15 % of the burden of disease in
South America is attributable to alcohol compared to only 4% worldwideNeed to provide warning labels
Usage- Beverage to be enjoyed at different social outings or on an individual basis
Positioning- Currently the World’s leading vodka
Target MarketPrimary Market Segment
Young adults native to BrazilNight club owners
Secondary Market SegmentAmerican or European tourists who are already
familiar with the product
Price & CompetitorsAverage price per 750 ml bottle is $30.00
Smirnoff with our rates will come in $2.16 less expensive
It is a small difference that still keeps us in the same middle grade class, however it gives us an advantage over Amazon Rainforest
Pricing & StructureKeep price equivalent to that of the U.S.
Brazilian Real compared to the USD is about 2 to 1 or about $1.99 Real to every 1 USD
TABLE 1.
Product:
Price By
Bottle (750
ml)
Price By
Bottle
(1.75 L)
Price By
Case
(12-750ml
Btls)
Price By
Case
(6-1.75L
Btls)
Smirnoff
Classic
$13.99 USD $24.99 USD $159.49 USD $142.44 USD
Smirnoff
Flavors
$13.99 USD $24.99 USD $159.49 USD $142.44 USD
Signature Line Smirnoff
N/A $19.99 USD N/A $116.44 USD
TABLE 2.
Product:
Price By
Bottle (750
ml)
Price By
Bottle
(1.75 L)
Price By
Case
(12-750ml
Btls)
Price By
Case
(6-1.75L
Btls)
Smirnoff
Classic
$27.84 BZ $49.72 BZ $318.33 BZ $283.41 BZ
Smirnoff
Flavors
$27.84 BZ $49.72 BZ $318.33 BZ $283.41 BZ
Signature Line Smirnoff
N/A $37.89 BZ N/A $231.68 BZ
Distribution & LogisticsShip from current bottling facilities Keep price of product equivalent to what it is
sold for in America with additional tax to cover shipping charges
Shipped to:NightclubsLocal markets and grocery storesResorts
Promotional EffortsIncrease in internet users
Broadcast on Youtube, Google, Yahoo News, etc.Traditional ads losing power/effectivenessMore interactive environment is on the rise in Brazil
MagazinesRevista VIPCool MagazineElle BrazilTela Viva
Televised MTV Brasil- Similar to America’s MTVGazeta-Similar to ESPN
Promotion Continued“Five years after Gilberto Kassab, the mayor of Sao
Paulo, Brazil passed the "Clean City Law", banning all visual pollution around the city, both citizens and businesses are thankful”
Coupons and free samples will be provided at:ClubsResortsCasinosBeaches
Utilizing Brazil’s soccer team:5-time World Cup ChampionsCommercialsMagazine AdsIn the stadium during the games
Works Cited123Independenceday.com. Compare info base limited, n.d. Web. 1 Jan. 2013. Binny’s Beverage Depot. Gold Standard Enterprises, 2013. Web. 29 Jan. 2013.“Brazil Has Become a Trailblazer in Computer Use.” Redorbit.com. Knight Ridder Washington Bureau, 25 Sept. 2005. Web. 16 Jan. 2013.“Brazil: History.” Geographia.com. Interknowledge, 1998. Web. 1 Jan. 2013.“Brazil: Housing.” Nationsencyclopedia.com. Advameg, 2012. Web. 1 Jan. 2013.“Brazilian household income hits record high in 2009.” Peoples Daily Online. Peoples Daily Online, n.d. Web. 10 Jan. 2013.“Brazilian Television.” Brazil Travel. Yahoo, n.d. Web. 29 Jan. 2013.“Brazil in the Football World Cup.” World Cup 2014 in Brazil. Yahoo, n.d. Web. 29 Jan. 2013.“Brazillian Dress Code.” WorldBusinessCulture.com. CDA Media, 2012. Web. 1 Jan. 2013.“The Brazillian Legal System.” oas.org. Organization of American States, n.d. Web. 1 Jan. 2013. Brazillianperformingarts.org. N.p., n.d. Web. 1 Jan. 2013.“Brazil Timeline.” Brazil Timeline. History Timelines, n.d. Web. 1 Jan. 2013.“Brazil - Transportation.” Encyclopedia of Nations. Advameg, Inc, n.d. Web. 10 Jan. 2013.
Works CitedA Dantas de Medeiros, Adelardo. “3.3.b. Brazilian dialectal zones.” The Language of Portuguese. Department of Computer Engineering and Automation Technology Center, n.d. Web. 5 Dec. 2012.“EveryCulture.com.” Countries and Their Culture. Advameg, n.d. Web. 17 Dec. 2012.“Executive Office of the President.” Office of the United States Trade Representative. N.p., 2012. Web. 29 Jan. 2013.“Family Structures.” Ldldproject.net. Lesley University, n.d. Web. 1 Jan. 2013.“Flag of Brazil.” Enchantedlearning.com. Enchantedlearning.com, n.d. Web. 1 Jan. 2013.Gordon, Kayla. “Banned Billboards a Success in Brazil.” Planetizen. Urban Insight, n.d. Web. 29 Jan. 2013.James, Gary. “Business Basics in Brazil.” Journal of Accountancy. American Institute of Certified Public Accountants, Nov. 2011. Web. 15 Jan. 2013.Kubacka, Katarzyna. “Education at a Glance: OECD Indicators 2012.” Oecd.org. OECD, n.d. Web. 1 Jan. 2013.“Living in Brazil.” LivinginBrazil.com. N.p., n.d. Web. 1 Jan. 2013.“The Market.” N.d. PDF file.Pgranoff. “Can You Party like a Brazilian?” NY2Rio.com. NewYorker-2-Carioca, 7 Nov. 2011. Web. 28 Jan. 2013.“Population Density in Brazil.” A-level Geography Population. S-Cool Youth Marketing Limited, n.d. Web. 13 Jan. 2013.
Works Cited“The School System.” AngloInfo.com. AngloINFO Limited, n.d. Web. 1 Jan. 2013. Thebrazilbusiness.com. Fujikawa, 11 Aug. 2011. Web. 29 Jan. 2013.“Types of Vodka.” Smirnoff. www.typesofvodka.net, 2011. Web. 29 Jan. 2013.“Vodka.” Amazon Rainforest-Vodka. FindTheBest.com, 2013. Web. 29 Jan. 2013. W3newspapers.com. Brazilian Magazines Online, n.d. Web. 29 Jan. 2013.“Way of Life, Brazil, South America.” Costasur.com. CMS by SelfModif(c), n.d. Web. 15 Jan. 2013. We Are Heineken. Heineken, 2012. Web. 29 Jan. 2013.“The World Fact Book.” CIA-The World Fact Book. Central Intelligence Agency, n.d. Web. 5 Dec. 2012.World Health Organization. “Brazil: Socioeconomic Context.” 2011. PDF file.