Executive Summary We are introducing the body spray RAW for men into the Brazilian market. Our country, Brazil, isvery diverse, urban, and fashion-forward. Brazil surpassed the United States in 2010 with over $6 billion infragrance sales leading the country to become the world’s largest emerging fragrance market. This factdetermined that cologne would be our product for this project. We decided that focusing on just one part ofthe country would be best, so we chose to focus on Sao Paulo. The city is known as the street art capital ofthe world and also plays a huge role in the acceptance of street art as a true art form. Our target market is young males, ages 17-25 because they are the ones who are mostinterested in the urban street art scene. Through our research we found three prominent subcultures in ourtarget age group; these included Bboys (break-dancers), skaters, and musicians. Our product will beaffordable because our target market is students or young professionals. We decided to call our brand“RAW” in order to connect with Brazil’s street art scene. Though it has no actual meaning in thePortuguese language, we want our brand name to inspire young men to do what they are passionate aboutand embrace the rawness that makes them who they are. With that as our brand essence, we came up withthe slogan: “What makes you sweat?” to encourage them to be active with their minds and their bodies. Coming into Brazil as a foreign brand, we want stay true to the fact that we are an Americanbrand. We chose to keep our brand name in English because we found that people in Brazil have greatrespect for and think highly of American products. In terms of our advertising plan, we wanted to dosomething a bit different. We selected three street artists to represent each subculture that we chose. Thethree artists will be competing to create our final bottle design. They are all very well known in Sao Pauloand are also very popular on social networking sites, such as Facebook and Twitter, which is key for our adcampaign. Through more research we found that 61.4% of Brazilians search for information aboutproducts on social media sites before purchasing them. We decided to use this to our advantage by havingour three artists create buzz about our brand, reaching as many people as possible. Following the social media buzz we hope to create, we will have the artists tag the city with theirartistic designs. They will tweet out or Facebook where they have created their most recent art to getpeople to come see it and vote for their designs. Along the way, we will have promotional events such asskate shows, music festivals, and dance competitions. All of this buzz will lead up to our bottle releaseparty. At this event, there will not only be skating, dancing, and music performances, but we will also giveaway free swag related to our brand and we will announce the winner of the bottle design contest. Thewinning artist will continue to work with us and represent our brand. After our event, we will move into ourmore standardized ad campaign. This will consist of print ads for magazines such as Billboard Brasil (amusic magazine), online banners on websites such as bboys.org (an open forum for Bboys), and postersto be put up in skate shops, music stores, and art supply stores. We chose these mediums of advertisingbecause through our research we found that in 2007, all outdoor advertisements were banned in SaoPaulo due to the “clean city” act.
Research In order to effectively create a campaign for our product RAW, we conducted research onBrazil.Brazil is a country founded by Portugal in the 1500s. Brazil now has population of 205,716,890people; about 53.7% of them are white, 38.5% of them are mulatto, 6.2% are black, and 0.9% fall into the“other” category. Roman Catholicism is practiced by more than half of the country, and just under a fifth ofcitizens consider themselves protestants. Sao Paulo is the biggest city in Brazil, with a comfortable 19.96 million inhabitants. With so muchdiversity and resources Sao Paulo has become a huge cultural and economic hub for Brazil. As a resultthere are many other ethnicities other than Brazilian that find a place for themselves in Sao Paulo. Thereare Japanese, Italian, Arab and Lebanese neighborhoods that call Sao Paulo their home. We chose to focusour campaign on Sao Paulo for the time being, for we felt if we can better concentrate our efforts onto toone city, then we can create a better campaign that resonates with our audience. Sao Paulo is a beautiful place with temperate weather and its beautiful beaches are filled withbeautiful people year round. Because Brazil is below the equator their seasons are opposite the northernhemispheres. We took that into account when planning our event, and decided to have our campaignaround November to January when the weather is warm and people are outside. Their food changes fromstate to state with states located in the rainforest eating fish and root vegetables, states located in thecentral region eating fish and pork, and states located in the eastern region eating corn, pork, and beans. As the center of Brazilian economics Sao Paulo pulls in a huge 144 Billion dollars for their GDP andpulls in over a third of Brazil’s total GDP. It has industries in textile, automobiles, pharmaceutical products,and mechanical and electrical appliances. According to geographia.com the top ten industries in Sao Pauloare Telecommunications, Automotive, Banking, Pharmaceutical, Beauty and Cosmetics, Fashion, ElectronicAppliances and Computers, Food Processors, Consulting, and Construction. Brazil exports many of theseproducts, resulting in about $256 billion worth of exports every year. The country imports about $226.2billion a year and among some of these exports are machinery, electrical and transport equipment,chemical products, and oil. Technology has recently emerged as a large market in Brazil and Sao Paulo. This is one of the manyreasons why we chose to use social media in our campaign. Close to 80 million citizens of Brazil use theInternet, and young adults are no exception. With 63.2 million Facebook users and 33.3 million Twitterusers, Brazil ranks as the second county for both Twitter and Facebook users. In 2009 about 90% of thepopulation had cellphones. The radio and TV industry is also a large part of Sao Paulo’s economy. Withover 1,000 radio stations and 100 TV stations. Because Brazil is such a beautiful country, its symbols reflect the beauty of the country. Color is animportant quality found in Brazilian symbols. Their symbols also reflect their belief in Christ and manysymbols represent freedom. Many Brazilian icons and images are centered around futbol and women.Futbol is a way of life for most Brazilians, as is beauty. Their icons reflect this. Futbol and beautiful womentop the list for Brazilian Icons, based on how often these icons are seen on webpages, news, and pictures.Rio De Janiero and the Brazilian flag are also common icons and images. Brazil’s music is a mix of American pop songs and Brazilian musicians. Their current top 20features 8 songs by American artists, one by a Korean pop star, and the rest by Portugese artists. Manyyoung adults listen to electronic dance music, which is frequently played in the clubs. Sao Paulo has a hugenight life, and every night you can find the dance clubs packed with young people. Two of our targetsegments the bboys and the musicians center their identities around music and musicians. This will allowour campaign to use music as a way of connecting to our target market. Sao Paulo Fashion Week (SPFW) is held at Ibirapuera Park. It happens twice a year and famousdesigners of all types come to the event. Many people in the fashion world have said that Braziliandesigners and their designs are quickly spreading to Europe and the U.S. Brazil is all about vibrant, bright
colors in their clothing. Environmentally friendly products such as clothing are becoming more popular inBrazil. Beach attire (sunglasses, bermudas, sandals, string bikinis, etc.) is popular—especially in thecoastal communities such as Rio de Janeiro. In other regions of Brazil ponchos, straw hats, jeans, andleather boots are popular clothing items. Brazilian customs are very centered around family. It is the foundation for the social structures inBrazil as it provides stability for Family members. Families tend to be large and close knit and often theeven extended family members will all live together. Family members are not afraid to ask each other forassistance and trust is very important . The upper and middle class rarely interact with lower class.Hugging, backslapping, and handshaking are common greetings in Brazil. Kissing is common betweenwomen. If Brazilian’s are invited to dinner they find it polite to arrive 30 minutes late and bringing a gift tothe hostess of a party/dinner is common and expected. Business customs are a bit different in Brazil. Brazilians need to know whom they are working withbefore they can work efficiently and productively. Business cards are printed double sided—one side inPortuguese, the other side in English. As stated before, punctuality is not a priority for Brazilians. Long-term business relationships are preferred over short-term relationships. This reflects Brazil’s high rating forlong term orientation in Hofstede’s dimensions. There are a few large festivals that Brazilians celebrate as a country. Carnaval is a giant celebrationthat takes place during march every year. It is a festival before Lent and it includes parades andperformances. Pre and post celebrations for the festival include local bands playing throughout the citiesand fancy balls take place in upscale venues. Brazil is also very spirited when it comes to New Years.Fireworks, buffets, and people wearing all white are always included in the New Years celebrations. Thereare also a series of regional festivals called Bumba-meu-boi. These series of regional festivals happenthroughout the country and span several months. Leads up to Easter Sunday and the final festival draws anaudience of 800,000 people. Now let’s examine Brazilian culture from Hofstede’s dimensions. Brazil rates a 69 for PowerDistance Index, meaning they respect hierarchical placements and customs. We can see examples ofBrazil’s respect for PDI in their custom. The upper and middle class rarely interact with the lower as theseroles of power are very defined and respected. Next is individuality, which Brazil ranks as a 38. This meansthat Brazilians grow up in strong cohesive groups. We can see this in their tight-knight families. We reallyfocus on this for our campaign, for our three target market segments we found three groups that use theirhobbies and interests to create a connection with each other. It is necessary that these groups stay closewith each other, for our campaign relies on the relaying of information from one friend to the other. Brazilscores a 49 on the masculinity scale. They are very much in the middle for masculinity meaning one aspectof their society is caring and sympathetic, while the other side is competitive and driven. UncertaintyAvoidance is a 76 in Brazil, meaning Brazilians are uncomfortable with the unknown. They require rules andregulations to function, as seen in their business customs. They also require moments of relaxationthroughout the day due to the anxiety caused by the unknown, and are very passionate people because oftheir anxiety. Our campaign focuses on the different hobbies people do to identify themselves, and many ofthese hobbies arise from the stress of uncertainty. With a score of 65 Brazil places pretty high for LongTerm Orientation. Brazilians don’t necessarily need quick results to be satisfied, and many of them look tothe past, basing their actions and values on traditions. Brazilians are known for their creative advertising. As a creative culture many advertisers push theboundaries of traditional advertising. This is why we wanted our campaign to be similar to guerillaadvertising, and les traditional. The top advertising agencies in Brazil are Longplay 360, Almap BBDO,F/Nazca Saatchi & Saatchi, and Y&R all based in Sao Paulo. This is another reason we wanted to focus ourcampaign in Sao Paulo, because creative advertising is a part of the culture. With a growing economy Braziliansare spening more and more on advertising. In 2012, for example, spending on advertising came to about$18.18 million dollars.
Advertising PlanTarget Market Analysis In order to be sure RAW will succeed in the foreign market of Brazil we needed to first identify ourtarget market. We want to appeal to a very specific group of people during the launch of our brand. To startoff, our target market currently resides in Sao Paulo. We chose to focus on males who are ages 17-25 andwho are either students or young professionals. Our product will be in the lower price range so we are ableaim our cologne to the largest number of people possible within our target market. The lower price rangefits in with our young age demographic. Obviously students and young professionals aren’t going to want tospend tons of money on a body spray. We are hoping that RAW will connect with the group of people whoare active with their bodies and their minds. We found three subcultures within our target market: Bboys,skaters, and musicians. We chose these three subcultures because we felt that our brand’s street artessence fit perfectly into the lifestyles of the three groups. Our younger age demographic works great withour advertising plan. Young people are more active on social networking sites, which is where the start ofour advertising campaign will be.Competitors Analysis We profiled two competitors for our research. They were the top selling body sprays for men thatfit within our target demographic. Avanco Mob (Avanco means advancement in English) is a Brazilian linethat is very similar to our product RAW. Avanco Mob features four lines of fragrance: style, ink, wall, andnitro. Each line targets a different target market. Style targets the clubbers, dancers, and flirters. Inktargets young people with tattoos. Wall targets the graffiti artists, and is most similar to RAW. Nitro targetsthe adrenaline junkies, who fix up and race cars on their free time. The price of Avanco mob costs 4,90Reals, which is close to 2 dollars. This fragrance spray also uses social media in their campaigns by askingmembers from each target market to post a photo on Facebook that has to do with your “tribe.” Thewinner in each segment received a free iPod touch. This is very similar to RAW’s advertising plan, but wedecided to position ourselves towards more passionate, focused individuals. We also decided to chargemore in order to maintain a sense of quality. Axe is an American brand that has penetrated the Brazilianfragrance market. Americans brands in Brazil are generally looked upon as high quality and high price, andAxe is no exception. With a market price of 9,00 Reals, close to $5.00, Axe is considered an expensivebody spray. It is marketed with the same label and marketing plan in Brazil as it is in America. We wanted toposition ourselves as a more affordable American brand, which is why we chose a price that is lower thanAxe’s. We want to identify ourselves as an American product, but one that is targeting the Brazilian identity.We want to modify our creative strategy to fit Brazilian creative attitudes. Because of this, we think it wouldbe a good idea to work with a Brazilian agency for our campaign.Conclusion We expect our campaign to effectively target young males in Sao Paulo. Through our use of streetart, social media, and target markets we want our campaign to speak to young men. By working with a localagency we will create a campaign that fits the ideas and ideologies of our target demographic. Peopleeverywhere will be asking, “What makes you sweat?”
Advertising Plan• Introduce Artists o Osgemeos o Fefe Talavera o Zezao• Tag the City o The three artists chosen to represent our brands will then begin creating buzz. o They will tag the city with their designs and then tweet the location of the artwork to their fans on facebook or twitter. (62 mil facebook users and 78% of the population is online) o What we expect to happen is this: big fans of our artists will start talking about the work these artists are making, which will get their friends interested. This will create a waterfall effect and more people will begin voting and discussing which artist they want to win.• Promo events• We will hold small events based on the different subculture of our target market such as: o A dance show for the bboys o Skate show for the skaters o A show for the musicians o We will also sponsor meet and greets with the artists o Social media buzz o Our artists will continue to create buzz for us through social media. o Online voting o Fans are still voting online for the artist they think deserve to design our bottle• Bottle release party • After votes from fans are collected and counted, RAW will hold an event to announce the winning artist who will be featured for the rest of the campaign. The event is free and will be held in Ibirrapuera Park, a park that has been likened to Central Park in New York City. • The event will feature multiple stages with live paintings of local street artists from San Paulo. Spectators can enjoy watching the creative process of their favorite artist as they watch paintings come to life. • This event will feature three stages: • The first stage will feature local and international skaters as they show off their skills in a skate park adorned in art by the artist Zezao. • On the second stage bboys from around the Sao Paulo will be performing on a stage designed by OsGemeos • Local musicians will be spinning their beats on the third stage while ________ decorates the stage. • The biggest segment of the even will come when RAW announces the winning artist and the associated bottle with his or her design. This will become the official retail bottle of RAW. • Audience members will receive free products including t-shirts, headbands, water bottles, and of course, complimentary bottles of RAW.
• Publish ads o Print Ads will go in Magazines and be made into posters for events. The posters will also be put up in skate shops, music stores, art supply stores, and music stores. We will also put the ads on websites (like bboy.org which is an open forum for bboys). o EX. Of magazines § Caros Amigos- Published in Sao Paulo (includes everything) § Billboard brasil- Music § Piaui- culture mag § Placar- soccer/sports § GRACIE- martial arts § Revista CemporcentoSKATE- skating
Bibliography"Online Takes Bigger Piece of Ad Spend in Brazil - eMarketer." Market research on digital media, internet marketing | eMarketer. N.p., n.d. Web. 4 Dec. 2012. <http://www.public.site1.mirror2.phi.emarketer.com/Article.aspx?R=1009105>."Avanco Mob faz avancoo promo no Facebook." PromoView. N.p., 8 Nov. 2007. Web. 12 Dec. 2003. <http://promoview.com.br/rede-social/155488-avanco-mob-faz-acao-promo-no-facebook/>."Brazil - Geert Hofstede." Professor Emeritus - Geert Hofstede. N.p., n.d. Web. 4 Dec. 2012. <http://geert- hofstede.com/brazil.html>."Brazil Demographics Profile 2012." Index Mundi - Country Facts. N.p., n.d. Web. 4 Dec. 2012. <http://www.indexmundi.com/brazil/demographics_profile.html>."Brazil Top 20 @ Top40-Charts.com - Songs & Videos from 49 Top 20 & Top 40 Music Charts from 30 Countries." Top40-Charts.com - Songs & Videos from 49 Top 20 & Top 40 Music Charts from 30 Countries. N.p., n.d. Web. 4 Dec. 2012. <http://top40-charts.com/chart.php?cid=8>."Brazil Travel ‚Äì Brazil Hotel Vacation Attractions." WanderPlanet Travel | Cheap Hotels, Discount Airfare, Car Rentals, Vacations and Travel Guide. N.p., n.d. Web. 4 Dec. 2012. <http://www.wanderplanet.com/brazil-travel-brazil-hotel-vacation-attractions/>."Brazil country profile." BBC News. N.p., 12 Dec. 2000. Web. 4 Dec. 2012. <http://news.bbc.co.uk/2/hi/americas/country_profiles/1227110.stm#media>."Brazils Business Etiquette." International Business Wiki. N.p., n.d. Web. 12 Dec. 2003. <http://internationalbusiness.wikia.com/wiki/Brazil%27s_Business_Etiquette >."Brazilian style: South American fashion on the world stage - News - Fashion - The Independent." N.p., n.d. Web. 4 Dec. 2012. <http://www.independent.co.uk/life-style/fashion/news/brazilian-style-south- american-fashion-on-the-world-stage-907215.html>.Danielle, Hill. "Cultural Traditions & Festivals in Brazil." USA Today. N.p., n.d. Web. 12 Dec. 2003. <