Latin America

Argentina, Brazil, Chile, Mexico, Venezuela

Latin America

Common Marketing Trends in Latin America

• Economics- developed/developing economies- uneven distribution of wealth

• Demographics- high urban population- young population

• Language - Spanish, Portuguese, English

• Religion and Culture- Roman Catholic- High context culture

• Legal and Business Requirements- Latin America Free Trade Association (LAFTA)

• Environment-lack of clean water

Mexico• Size and Growth of Soda Market

- 16 billion liters consumed - increase in sales

• Major Players in Soft Drink Industry- Coca-Cola- Pepsi

• Dietary issues, taste preferences, attitudes- most obese country- soda tax- lack of clean water- health conscious movement

Venezuela• Size and Growth of Soda Market

- decrease in sales- Law of Costs and Fair Prices

• Major Players in Soft Drink Industry- Coca-Cola- Pepsi

• Dietary issues, taste preferences, attitudes- soda is perceived to be a luxury product- RTD teas are an emerging product- unaware about health and nutrition

Brazil• Size and Growth of Soft Drink

Market- 17% increase in 2012- Projected to increase even more due to the World Cup 2014 and Olympic Games 2016

• Major Players in Soda Industry- Coca-Cola, Pepsi, Kraft- Ambev

• Dietary issues, taste preferences, attitudes- healthier alternatives such as tea or fruit juice- Coca-Cola is purchased for the brand name and status

Argentina• Size and Growth of Soft Drink

Market- decrease in consumption - high inflation

• Major Players in Soft Drink Industry- Coca-Cola-Aguas Danone

• Dietary issues, taste preferences, attitudes- increased consumption of flavored water, RTD tea- Soft Drinks are perceived to be a luxury- Consumers are looking for bulk or refillable products

Chile• Size and Growth of Soda Market

- total volume and sales increase • Major Players in Soda Drink

Industry- Coca-Cola- Embotelladoras Chilenas Unidas

• Dietary issues, taste preferences, attitudes-rise in obesity-health conscious movement-push for more fruit/vegetable juices, tea, water

Summary

• Health conscious movement

• Good Opportunities: Chile, Mexico, Brazil

• Lack of opportunities: Argentina and Venezuela