Marketing Plan project as part of International Marketing (MKT5915) course at Hult International Business School.
Guarana Antarctica is a soft drink that is made from the Guarana berry, and is extremely popular in Brazil, where it originated. This berry is special because of it “natural energy” provided to the consumer. Guarana is manufactured and produced by InBev only in Brazil, Portugal, and Japan, and is distributed in about 20 markets throughout Latin America and Europe. The market in China for soft drinks has grown at a rate of 20% in average in last years. This growth in the market, along with the company’s successful launch in Japan, brings us to the conclusion that China is a huge opportunity for Guarana.
Targeted Segment: the active sports fan
Our target consumer in China is between the ages of 16-35, lives an active lifestyle, and is a fan of watching sports. He or she also practices a sports 3 to 6 times a month. We believe these behavioral and attitudinal characteristics of our consumer are the most important, which is why we will position our brand around this “active sports fan”.
Size of the segment
The football fan base is estimated at 600 million people in China, making the number one most watched sport. Chinese follow their national league (Chinese Super League) as well as all major European leagues.Also, Guarana is the main sponsor of the Brazilian National football team, and with the world cup coming to Brazil in 2014, there will be a great international brand exposure.
These facts support our strategy to position Guarana related to sports success in this new market.
We have identified our main and direct competitors in the China market to be Coca-Cola/Pepsi, Sprite/7Up and the full range of Iced Tea products. Right now, the Coca-Cola Company owns 19% of the Chinese soft drink market, and PepsiCo only 9%.
There is thus an opportunity for Guarana to enter the market as a refreshing natural energy drink. Guarana will be positioned in between coffee and coca-cola as a refreshing, energy enhancing beverage. When compared to Sprite, Guarana offers similar refreshing attributes, but with the added energy boost. And if those were not compelling enough reasons for our consumers to buy it, Guarana can be positioned as the healthiest version of all carbonated soft drinks on the market because of the “natural” energy from the Guarana berry.
For active sports fans, Guarana Antarctica is the refreshing soft drink that delivers natural energy, because only Guarana is able to give you the feeling that you can excel like a professional footballer.