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Daniel Neves
                 President, Musica & Mercado
      B2B Spanish Magazine for M.I and Pro Audio industry
20 Cou...
Economy

   daniel@musicaemercado.com.br
Brazil • Import / Export 1990 to 2007
                               Import              Export




Source: Brazil Governm...
Brazil • Import / Export 1990 to 2007
                                                          Import                    ...
Globalization
 and Brazil

      daniel@musicaemercado.com.br
Main Suppliers



Brazil




         daniel@musicaemercado.com.br
Main Suppliers



Brazil




         daniel@musicaemercado.com.br
Main Suppliers



Brazil




         daniel@musicaemercado.com.br
Brazilian imports by country - 1997/2007




 1997       2007   daniel@musicaemercado.com.br
Brazilian imports by country - 1997/2007

US$40,000,000



US$30,000,000



US$20,000,000



US$10,000,000



        US$0...
Brazilian imports by country - 1997/2007

US$40,000,000



US$30,000,000



US$20,000,000



US$10,000,000



        US$0...
Brazilian imports by country - 1997/2007

US$40,000,000



US$30,000,000



US$20,000,000



US$10,000,000



        US$0...
Brazil doesn’t need
 another product,
   but a brand
         daniel@musicaemercado.com.br
Eletric Guitar - Total Brand awareness
Synovate/Musica & Mercado Research Report




                                     ...
Eletric Guitar - Total Brand awareness
            Synovate/Musica & Mercado Research Report

  Tagima                    ...
Eletric Guitar - Total Brand awareness
Synovate/Musica & Mercado Research Report




                                     ...
Eletric Guitar - Total Brand awareness
            Synovate/Musica & Mercado Research Report


 Tagima

  Ibanez

 Condor
...
Eletric Guitar - Total Brand awareness
            Synovate/Musica & Mercado Research Report


                           ...
Eletric Guitar - Total Brand awareness
            Synovate/Musica & Mercado Research Report


                           ...
Eletric Guitar - Total Brand awareness
            Synovate/Musica & Mercado Research Report


                           ...
How to increase your
market share in Brazil

  D’Addario’s case

          daniel@musicaemercado.com.br
Another success story of an
imported brand is Elixir Strings,
  recognized for its premium
          products.


         ...
Do you want to
sell more in Brazil?


         daniel@musicaemercado.com.br
daniel@musicaemercado.com.br
Act Locally
     daniel@musicaemercado.com.br
The market does not have any
more room for companies that
    look for easy returns


             daniel@musicaemercado.c...
Some brazilian brands imported from China




                    daniel@musicaemercado.com.br
Some brazilian brands imported from China




Arena Guitars




                        daniel@musicaemercado.com.br
We don’t need more
     products,
we need brand value

        daniel@musicaemercado.com.br
daniel@musicaemercado.com.br
Think about your
 brand’s future


       daniel@musicaemercado.com.br
Thank you!
 daniel@musicaemercado.com.br
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NAMM Presentation 2008

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Presentation done in International Coalition Group at NAMM 2008.

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NAMM Presentation 2008

  1. 1. Daniel Neves President, Musica & Mercado B2B Spanish Magazine for M.I and Pro Audio industry 20 Countries from Latin America and NOW in Spain!
  2. 2. Economy daniel@musicaemercado.com.br
  3. 3. Brazil • Import / Export 1990 to 2007 Import Export Source: Brazil Government daniel@musicaemercado.com.br
  4. 4. Brazil • Import / Export 1990 to 2007 Import Export $70,000,000 $58,333,333 $46,666,667 $35,000,000 $23,333,333 $11,666,667 $0 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 19 19 19 19 19 19 19 19 19 19 20 20 20 20 20 20 20 20 Source: Brazil Government daniel@musicaemercado.com.br
  5. 5. Globalization and Brazil daniel@musicaemercado.com.br
  6. 6. Main Suppliers Brazil daniel@musicaemercado.com.br
  7. 7. Main Suppliers Brazil daniel@musicaemercado.com.br
  8. 8. Main Suppliers Brazil daniel@musicaemercado.com.br
  9. 9. Brazilian imports by country - 1997/2007 1997 2007 daniel@musicaemercado.com.br
  10. 10. Brazilian imports by country - 1997/2007 US$40,000,000 US$30,000,000 US$20,000,000 US$10,000,000 US$0 an ea na SA o y ly n an pa ic Ita or w hi U ex m Ja i C C Ta M er G 1997 2007 daniel@musicaemercado.com.br
  11. 11. Brazilian imports by country - 1997/2007 US$40,000,000 US$30,000,000 US$20,000,000 US$10,000,000 US$0 an ea na SA o y ly n an pa ic Ita or w hi U ex m Ja i C C Ta M er G 1997 2007 daniel@musicaemercado.com.br
  12. 12. Brazilian imports by country - 1997/2007 US$40,000,000 US$30,000,000 US$20,000,000 US$10,000,000 US$0 an ea na SA o y ly n an pa ic Ita or w hi U ex m Ja i C C Ta M er G 1997 2007 daniel@musicaemercado.com.br
  13. 13. Brazil doesn’t need another product, but a brand daniel@musicaemercado.com.br
  14. 14. Eletric Guitar - Total Brand awareness Synovate/Musica & Mercado Research Report Interview with 500 music store owners by Synovate Research
  15. 15. Eletric Guitar - Total Brand awareness Synovate/Musica & Mercado Research Report Tagima 42.00% Ibanez 31.00% Condor 24.00% Fender 23.00% Memphis 21.00% Giannini 20.00% Strinberg 20.00% Eagle 17.00% Michael 17.00% Golden 11.00% Epiphone 10.00% Gibson 10.00% Crafter 8.00% Shelter 7.00% Interview with 500 Cort 7.00% music store owners Washburn 6.00% Groovin 6.00% by Synovate Research Yamaha 6.00% Dolphin 4.00% Outros 14.00% NS/ NR 12.00% Nenhuma
  16. 16. Eletric Guitar - Total Brand awareness Synovate/Musica & Mercado Research Report Standard Intermediate Premium
  17. 17. Eletric Guitar - Total Brand awareness Synovate/Musica & Mercado Research Report Tagima Ibanez Condor Fender Memphis Giannini Strinberg Standard Eagle Intermediate Michael Premium Golden Epiphone Gibson NS/ NR None
  18. 18. Eletric Guitar - Total Brand awareness Synovate/Musica & Mercado Research Report 6.00% Tagima 1.00% Ibanez 8.00% Condor 1.00% Fender 17.00% Memphis 7.00% Giannini Strinberg 8.00% Standard Eagle 6.00% Intermediate Michael 6.00% Premium 2.00% Golden 1.00% Epiphone 0.00% Gibson 15.00% NS/ NR 0.00% None
  19. 19. Eletric Guitar - Total Brand awareness Synovate/Musica & Mercado Research Report 6.00% Tagima 19.00% 1.00% Ibanez 3.00% 8.00% Condor 7.00% 1.00% Fender 3.00% 17.00% Memphis 2.00% 7.00% Giannini 9.00% Strinberg 5.00% 8.00% Standard Eagle 6.00% 5.00% Intermediate Michael 6.00% 6.00% Premium 2.00% Golden 4.00% 1.00% Epiphone 3.00% 0.00% Gibson 0.00% 15.00% NS/ NR 16.00% 0.00% None 1.00%
  20. 20. Eletric Guitar - Total Brand awareness Synovate/Musica & Mercado Research Report 6.00% Tagima 19.00% 15.00% 1.00% Ibanez 3.00% 18.00% 8.00% Condor 7.00% 4.00% 1.00% Fender 3.00% 14.00% 17.00% Memphis 2.00% 1.00% 7.00% Giannini 9.00% 3.00% Strinberg 2.00% 5.00% 8.00% Standard Eagle 6.00% 5.00% Intermediate 2.00% Michael 6.00% 6.00% Premium 1.00% 2.00% Golden 4.00% 2.00% 1.00% Epiphone 3.00% 3.00% 0.00% Gibson 0.00% 4.00% 15.00% NS/ NR 16.00% 19.00% 0.00% None 1.00% 1.00%
  21. 21. How to increase your market share in Brazil D’Addario’s case daniel@musicaemercado.com.br
  22. 22. Another success story of an imported brand is Elixir Strings, recognized for its premium products. daniel@musicaemercado.com.br
  23. 23. Do you want to sell more in Brazil? daniel@musicaemercado.com.br
  24. 24. daniel@musicaemercado.com.br
  25. 25. Act Locally daniel@musicaemercado.com.br
  26. 26. The market does not have any more room for companies that look for easy returns daniel@musicaemercado.com.br
  27. 27. Some brazilian brands imported from China daniel@musicaemercado.com.br
  28. 28. Some brazilian brands imported from China Arena Guitars daniel@musicaemercado.com.br
  29. 29. We don’t need more products, we need brand value daniel@musicaemercado.com.br
  30. 30. daniel@musicaemercado.com.br
  31. 31. Think about your brand’s future daniel@musicaemercado.com.br
  32. 32. Thank you! daniel@musicaemercado.com.br

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