Brazilian mkt seenheiser.part1


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  • This material is intellectual property of link do brasil. The following presentation will cover the business plan for sennheiser in brasil.
  • This presentation should take around 1 hour and will cover channel mapping, where we touch basis on the most important Brazilian Retail Market for this study We will also present our go-to-market strategy, detailing actions on product, price, distribution and promotion Finally a conclusion
  • This slide shows our sales team and where they work geographicaly. Brazil has 27 states and our sales team covers 20 of them or 93% of GDP.
  • The first store within this dist channel we will cover is Fast Shop. Fast shop head quarter is located in Sao Paulo; they have 53 stores, most of them located shopping malls in SP and Rio. All the stores carry the most important electronics international brands.
  • The second company we will cover is Colombo, their headquarter is in the south of the country, they have 247 stores but only 8 are premium. With the improvement of Brazilian economy and with the consequent grow of the purchasing power many retailers are investing in premium stores like Colombo. Their premium stores are potential customers for Sennheiser.
  • Another 2 companies that could be potential customers for sennheiser in Brazil are ponto frio and sam’s club. Ponto frio is also investing in premium stores, today they have 15 and Sam’s club which differently than US sells good quality electronic product and draw a sofisticated type of consumer for its stores.
  • Brazilian mkt seenheiser.part1

    1. 1. BUSINESS PLAN FOR SENNHEISER IN BRAZIL Antonio Oliveira de Carvalho 01/26/2011
    2. 2. TABLE OF CONTENTS <ul><li>LINK DO BRASIL OVERVIEW </li></ul><ul><li>CHANNEL MAPPING - BRAZILIAN RETAIL MARKET AT A GLANCE </li></ul><ul><ul><li>HYPERMARKETS AND DEPARTMENT STORES </li></ul></ul><ul><ul><li>SPECIALTY STORES </li></ul></ul><ul><ul><li>E-COMMERCE </li></ul></ul><ul><li>GO-TO-MARKET STRATEGY </li></ul><ul><ul><li>PRODUCT </li></ul></ul><ul><ul><li>PRICE </li></ul></ul><ul><ul><li>DISTRIBUTION </li></ul></ul><ul><ul><li>PROMOTION </li></ul></ul><ul><li>CONCLUSION </li></ul>
    4. 4. LINK DO BRASIL PRODUTOS ELETRÔNICOS LTDA VALUE ADDED DISTRIBUTOR <ul><li>Value Added Distributor for the Brazilian Market </li></ul><ul><li>Established: 1983 </li></ul><ul><li>Headquarter: São Paulo </li></ul><ul><li>Manufacturing unit: Ilhéus – State of Bahia </li></ul><ul><li>Employees: 150+ </li></ul><ul><li>2010 Revenue: US$ 16 million </li></ul><ul><li>BU’s: Audio, Gaming, Computing and OEM </li></ul><ul><li>Brands: TEAC, Cooler Master, Imation and Advanced </li></ul>FAST FACTS
    5. 5. LINK DO BRASIL PRODUTOS ELETRÔNICOS LTDA VALUE ADDED DISTRIBUTOR CHANNEL VENDORS <ul><li>Demand Generation: </li></ul><ul><li>Product Definition </li></ul><ul><li>Supplier Scanning </li></ul><ul><li>Negotiation </li></ul><ul><li>Inventory Availability </li></ul>MARKET <ul><li>Marketing: </li></ul><ul><li>Market Studies </li></ul><ul><li>Advertising </li></ul><ul><li>Publi32c Relation </li></ul><ul><li>Point of Sales </li></ul><ul><li>Events </li></ul><ul><li>Customer Support: </li></ul><ul><li>Technical Support </li></ul><ul><li>Repair & Return </li></ul><ul><li>Logistics </li></ul><ul><li>Technical Training </li></ul><ul><li>Manufacturing: </li></ul><ul><li>Product Assembly </li></ul><ul><li>Product Customization </li></ul><ul><li>System upgrade </li></ul><ul><li>Distribution: </li></ul><ul><li>Import </li></ul><ul><li>Outbound Logistics </li></ul><ul><li>Inventory </li></ul><ul><li>Inbound Logistics </li></ul>SERVICES AND RELATIONSHIP LEVELS
    6. 6. LINK DO BRASIL PRODUTOS ELETRÔNICOS LTDA VALUE ADDED DISTRIBUTOR SALES STRUCTURE Link do Brasil has a large and experienced group of sales representatives covering the entire country both geographically and by channel type. The sales team is controlled very closely, where each individual is accountable for sales performance through pipeline, funnel and profitability reports, as well as account presentations at regular sales meetings. Link do Brasil has build a proven relationship record with major customers in the country. It became a trusted advisor for its customers, building an open-door relationship that allows the company to easily introduces new products and partners Link do Brasil has today a team of 13 sales reps., 2 sales admin and one sales manager, who is responsible to control, motivate and provide all necessary information for the team, so they perform according to the strategy.
    7. 7. LINK DO BRASIL PRODUTOS ELETRÔNICOS LTDA VALUE ADDED DISTRIBUTOR SALES TEAM Bahia: C. Chuai Ceará: M. Aguiar Goiás: L.C. Aguiar Brasília: L.C. Aguiar Minas Gerais: Lyna Oliveira Rio de Janeiro E. Valente Miguel Ebner São Paulo A.C. Galvão E. Palomaris F. Salgado R. Franco Paraná: A. Guadalin Rio Grande do Sul: M. Mariano Sales Manager: S. Queiroz Sales Admin: S. Siqueira P. Silva Sales team covers 20 states or 93% of Brazil’s GDP
    8. 8. LINK DO BRASIL PRODUTOS ELETRÔNICOS LTDA VALUE ADDED DISTRIBUTOR CUSTOMER SUPPORT Link do Brasil offers to its customers national tech support. From answering simple usage related question to repair and return, consumers have access to our technical network either through e-mail or 800 number for the entire Brazilian territory. Customers can drop damaged products onto more than 140 technical shops, where specialized technicians analyze, repair, return and generate detailed occurrence reports. They must close a ticket within 5 working days. We set as our main goal consumers’ and customers’ peace of mind by taking full responsibility for all problems involving our products.
    10. 10. PRIMARY RETAIL CHANNELS <ul><ul><li>There are 9 different distribution channels for tech products in Brazil: </li></ul></ul><ul><ul><li>Hypermarkets. </li></ul></ul><ul><ul><li>Department stores. </li></ul></ul><ul><ul><li>Specialty Stores – electronics, audio and video. </li></ul></ul><ul><ul><li>Specialty Stores – computer. </li></ul></ul><ul><ul><li>Specialty Stores - games </li></ul></ul><ul><ul><li>Electronic commerce. </li></ul></ul><ul><ul><li>Integrators. </li></ul></ul><ul><ul><li>Resellers (small specialty store) </li></ul></ul><ul><ul><li>Specialty Stores – office supply. </li></ul></ul>BRAZILIAN RETAIL MARKET Hypermarket and Department Stores Specialty Stores E-commerce
    12. 12. FAST FACTS <ul><ul><li>The largest computer and electronics retail channel are still the hypermarket and department stores , today they represent 34,56% of all Brazilian sales for this product segment. </li></ul></ul><ul><ul><li>With the technology democratization , more sophisticated products will be available at hypermarkets and department stores, increasing penetration of this product line. </li></ul></ul><ul><ul><li>Hypermarkets and department stores in Brazil offer low complexity products with reasonably low prices. </li></ul></ul><ul><ul><li>There are more than 10,000 stores distributed throughout the country, for this study we evaluated 60 companies, comprising approximately 6,500 stores. </li></ul></ul><ul><ul><li>Average income of hypermarket and department store consumers in Brasil is R$ 1.400,00 (US$ 740,00), the lowest among the 3 segments covered. </li></ul></ul>HYPERMARKET AND DEPARTMENT STORES
    13. 13. It has been mapped out 60 companies, comprising 6558 stores, distributed throughout 27 Brazilian states. N o . of stores COVERAGE HYPERMARKET AND DEPARTMENT STORES
    14. 14. FAST SHOP São Paulo/SP – 53 stores (31SP; 3RS; 3BA; 10RJ; 3PR; 3MG) All premium stores. HYPERMARKET AND DEPARTMENT STORES PREMIUM HYPERMARKETS IN BRAZIL
    15. 15. COLOMBO Farroupilha/RS – 247 stores (4MG; 1DF; 68PR; 66RS; 43SC; 66SP) 8 Premium stores HYPERMARKET AND DEPARTMENT STORES PREMIUM HYPERMARKETS IN BRAZIL Trend – premium stores
    16. 16. PONTO FRIO Rio de Janeiro/RJ – 474 Stores (present in 12 states) 15 Premium stores HYPERMARKET AND DEPARTMENT STORES SAM’S CLUB Barueri/SP – 22 stores (present in 11 states and DF) PREMIUM HYPERMARKETS IN BRAZIL Trend – premium stores