Download to read offline
Uploaded byFLORIN SUCIU
Bandido Project 2004 Romania
The Bandido Project in Romania focuses on launching unique beverages such as coffee and enhanced bottled water, leveraging a skilled team and significant investment. The marketing plan emphasizes brand loyalty and guerrilla marketing strategies, targeting a large European market with innovative products. With a comprehensive distribution system and a focus on establishing presence through events and promotions, the project aims to capitalize on high-quality offerings to outperform competitors.
More Related Content
Similar to Bandido Project 2004 Romania
Bandido Project 2004 Romania
- 1.
- 2. Our Team • JoseTole do – Full Customs Guatemala • Emanuel Brasov – Entegrated processing USA • Florin Suciu – le club yahmala romania • The new team of the agency company have a tremendous experience in the following fields: – Coffee, Water, Wine ,Beer – Branding – Sourcing – Production – Marketing – Sales – Banking – entertainment
- 3. Bandido beer project2001 • First painted bottle in romania • First flavoured beer in romania • Full support in media – Mcm tv – Mtv romania – Atomic tv • Full marketing and advertising support – Own club at costinesti – 25 different items – Full bandido county set up Total investment= $ 345k
- 6. Unique Selling Proposition Pure bottledwater enhanced with: • Natural goodness of tea • Flavours which taste great • bandido’s Excitement! ‘ It’s an Unsweetened, Pleasurable way to drink 1.5L a day! ’ Why unique? • No European competition is doing this today • Full support by guatemala stories and products • Unique and great
- 7. First was theBig BANDIDO and we were prepared for the most wanted beer in the world ! This will be the same with the BANDIDO coffee
- 8.
- 9.
- 10.
- 11.
- 12.
- 13. Research Headlines • Highscores for priced purchase intention from Guatemala • 80% agree concept is good fit with Latino style • 70% would enjoy drinking it • 60% expect to find it in the coffee aisle • 50% agree it could replace part of the coffee they drink
- 14. Why Start inromania? Market •Large enough in Europe (€ 700 Million) •Advanced flavoured waters Brand •BANDIDO – for top quality •DREAM coffee – for medium •Want new innovation Competitors •Don Café share 70% •Activity is in low price and flavour sector Supply Chain •Full control of distribution system through Aquila Part •Both Modern trade and Traditional – 72,000 stores
- 15. Baneasa business CityTest • Why? – To determine price, positioning, volume • How? – Product shipped from guatemala – Bandido coffee shop open – Direct sales promo – Buy 4 get 1 free
- 16. What Does guatemala coffeeBring? • The top coffee in the world • The very intresting brand – bandido • Released already in 2001 • Kept active in top events in 2003, 2004, 2005 and later on in 2010,2012 • Technology expertise by jose toledo • Coffee at the best price with the best quality !!! • Support products – rom, fruits
- 17. The Launch Plan Development •Concept • Product Pilot Full Mix City Test in BUCHAREST Q2 Q3 Q4 Q1 Q2 Q3 Q4 BANDIDO COFFEE capacity in Romania comes on line Full Launch in Bistrita 2013 2014 $150K investment for set-up and start up in Q3 2013 Full Launch in ROMANIA
- 18.
- 19. Assumptions • La Bonitabar: 4 parties /month • Guests: 1 per party • Consumers: 300 per party • New BANDIDOs: 30 persons • sales achieved: 30x4x10 = 1200 euro/month •Potential in Q4 and Q1-2: 12x1200
- 20. Bandido parties Key Parameters: •A TYPE – 4,000 EUROS • B TYPE – 3,000 EUROS • C TYPE – 2,000 EUROS •ALL WILL BE SUPPORTED WITH MARKETING AND ADVERTISING MATERIALS •COFFEE AND RED WINE •ROM AND TEQUILA IN GUN SHUTS •AND CAW RIBS!! •PICTURES, MOVIES, ON-LINE SUPPORT
- 21. Learnings From COMPETITION • SlowBuild – Distribution & visibility drive trial & loyalty – Street warfare • Created a NEW sector in COFFEE – High loyalty driven by brand and taste • Use partners to build business • GUERILLA MARKETING IN FIRST 3 QUARTERS • DIRECT SALES IN RESIDENTIALS AREAS - PIPERA
- 22. REASONS OF CONSUMPTION 39% 51% 35% 25% 38% 28% 40% 13% 7% 15% 22% 18% 31% 29% 19% 34% 15% 11% 8% 4% 3% 4% 6% 4% 8% 7% 23% 9% 11% 5% 4% 34% 48% 6% 6% 7% 8% 14% 6% 3% 3% 9% 3% 10% 4% 5% 4% 4% 4% 6% 11% 6% 7% 15% 4% 31% 5% 17% 7% 9% 5% 6%Toget energy To pick me up By habit To relax To take a break For pleasure To begin the day To have something with my meal I felt thirsty Coffee Iced tea Tea Herbal infusion Water CSD M ilk Fruit / vegetable juice Others (25%) (14%) (16%) (22%) (3%) (3%) (8%) (9%) (13%)
- 23. BANDIDO CHICA HOW YOUCANNOT DRINK THIS BEER !
- 25. THIS IS BANDIDO– WANTED IN ALL BARS !
- 26.
- 27. HERE WERE THE$$$ SPENDED
- 28.
- 29.
- 30. THIS IS THEONE
- 31. CHANNEL ARCHITECTURE Category BEVERAGES,COFFEE AND SWEETS In Home Out of Home Direct Retail Travel Leisure Food Service Grocery Drugst. Kiosks Home vending TeleShopping Mail Order Internet Supermakets Club Stores Cash&Carys Convenience stores Discounters Hospitals Schools Factories Universities Age Homes Offices Prisons Army Gas Stations Sports Academy Gyms Cinema Theatre Parques Video Rental Clubs/Bars Hotel/Motel/Flats