Our team was given the challenge to introduce a successful product to a country where it is not yet existant. We chose to bring Smirnoff Vodka to Brazil.
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
International Marketing Campaign
1. Team Brazil
Smirnoff Vodka
Kendra Goldman Joseph Kelley
Jonathan Lynch Jennifer Murdix
David Shake Malcolm Winston-Townsend
2. History
Brazil was discovered in 1500 by Pedro Alvarez Cabral
On September 7th, 1822 Brazil had their first independence day
Brazil was officially free from Portugal and was now its own country
1888 slavery was abolished
1945 Brazil becomes a member of the United Nations
3. Geography
Located in South America
Broken up into 5 separate regions:
northern, northeast, west
central, southeast, and the
southern region
Each region has its own
geographical characteristic
Some of the world’s largest
mountain ranges, plateaus, rain
forests and rivers
Although the regions also contain
valleys, the majority of Brazil is
covered with mountains and rain
forests.
4. Social Institutions
Family is the foundation of Brazil in the social structure
Children are expected to live with their family until marriage
The education systems in Brazil are not as strict as the American
culture
In Brazil it is mandatory for children of ages six to fourteen to
attend school
Brazil is not run by one ruler; they have political parties similar
to America’s such as judicial, executive, and legislative
Business customs are significant to any company especially when
going international as they may very drastically or in this case be
fairly similar
5. Business Practices
Negotiation Style-
A lot of touching and body language
Tend to “fill” silent periods with arguments or
concessions
Nonverbal Behavior-High Disclosure Rate
6. Religion
One of the Seven Wonders of the World, O Cristo
Redentor, translated as Christ the Redeemer
Roman Catholic Protestant Spiritualist
Other Unspecified Athiest
2% 2%
1%
7%
15%
73%
7. Aesthetics
A well-known Afro-Brazilian form of martial arts
incorporated with dance is known throughout
clubs, schools, and the streets as Capoeira
Not only a beautiful art form recognized by many but it
is a representation of past slaves longing for freedom
throughout the country
Considered to be a sport
8. Aesthetics Continued
Brazilian carnival which takes place 40 days before
Easter and lasts for four days straight
Carnival starts on Saturday and finishes on Fat Tuesday
with the beginning of Lent on Ash Wednesday
9. Living Conditions
Health care and sanitary living conditions vary widely
from region to region
There is a wide social gap between the northern and the
southern regions
The majority of the population lives in urban areas (87%)
Northeast region faces the worst health conditions in the
whole country
Widespread of diseases which calls for serious medical
attention
10. Recreation & Health
There are a majority of people who drink dirty water
and have improper nutrition while living in these poor
conditions
A majority of the 60% of the population who use the
public health care system are limited to the amount of
healthcare services provided
Statistics show that children born in Favelas area in
Brazil are six times more likely to die than other
children born into middle class families
11. Language
The official spoken and written language of Brazil is Portuguese
Spanish
Other languages that are used in the country is a small
percentage of German, Italian, and English
12. Population
Over 199 million people
Number 5 largest population
in the world
This population supports a
huge target market of young
adults
Per 1,000 live births there are
20.5 deaths
13. Key Economic Variables
GDP Total $2.294 Trillion
GDP Growth Rate 2.70%
Personal Income Per Capita $11,800
Average monthly family Income $731
Ports 36 Deep-Water Ports
Miles of Rail Roads 19,186
Miles of Paved Highways 114, 425 (2002)
Telephone (Main Lines) 43.026 million (2011)
Mobile Devices 242.232 million (2011)
Comparison to the World 4
Internet users 75.982 million (2009)
Radio <1000 radio stations
Television 100 TV stations
14. Economic Variables Continued
Known for exporting
Transport equipment
Iron ore
Soybeans
Footwear
Coffee
Autos
15. The Product
Smirnoff Triple Distilled Vodka
Contains 40% alcohol
Originated in a small distillery within
Moscow in the late 1800’s
16. Additional Product Information
Advantages- Pleases several different preferences
within one target market
Different flavors
Different types of Smirnoff beverages (5-40% alcohol)
Problems- 8-15 % of the burden of disease in South
America is attributable to alcohol compared to only
4% worldwide
Need to provide warning labels
Usage- Beverage to be enjoyed at different social
outings or on an individual basis
Positioning- Currently the World’s leading vodka
17. Target Market
Primary Market Segment
Young adults native to Brazil
Night club owners
Secondary Market Segment
American or European tourists who are already familiar
with the product
18. Price & Competitors
Average price per 750 ml bottle is $30.00
Smirnoff with our rates will come in $2.16 less expensive
It is a small difference that still keeps us in the same
middle grade class, however it gives us an advantage over
Amazon Rainforest
19. Pricing & Structure
Keep price equivalent to that of the U.S.
Brazilian Real compared to the USD is about 2 to 1 or
about $1.99 Real to every 1 USD
TABLE 1. Price By Bottle Price By Bottle Price By Case Price By Case
Product: (750 ml) (1.75 L) (12-750ml Btls) (6-1.75L Btls)
Smirnoff Classic $13.99 USD $24.99 USD $159.49 USD $142.44 USD
Smirnoff $13.99 USD $24.99 USD $159.49 USD $142.44 USD
Flavors
Signature Line
Smirnoff N/A $19.99 USD N/A $116.44 USD
TABLE 2. Price By Bottle Price By Bottle Price By Case Price By Case
Product: (750 ml) (1.75 L) (12-750ml Btls) (6-1.75L Btls)
Smirnoff Classic $27.84 BZ $49.72 BZ $318.33 BZ $283.41 BZ
Smirnoff $27.84 BZ $49.72 BZ $318.33 BZ $283.41 BZ
Flavors
Signature Line
Smirnoff N/A $37.89 BZ N/A $231.68 BZ
20. Distribution & Logistics
Ship from current bottling facilities
Keep price of product equivalent to what it is sold for
in America with additional tax to cover shipping
charges
Shipped to:
Nightclubs
Local markets and grocery stores
Resorts
21. Promotional Efforts
Increase in internet users
Broadcast on Youtube, Google, Yahoo News, etc.
Traditional ads losing power/effectiveness
More interactive environment is on the rise in Brazil
Magazines
Revista VIP
Cool Magazine
Elle Brazil
Tela Viva
Televised
MTV Brasil- Similar to America’s MTV
Gazeta-Similar to ESPN
22. Promotion Continued
“Five years after Gilberto Kassab, the mayor of Sao
Paulo, Brazil passed the "Clean City Law", banning all
visual pollution around the city, both citizens and
businesses are thankful”
Coupons and free samples will be provided at:
Clubs
Resorts
Casinos
Beaches
Utilizing Brazil’s soccer team:
5-time World Cup Champions
Commercials
Magazine Ads
In the stadium during the games
23. Works Cited
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24. Works Cited
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2013.
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2013.
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25. Works Cited
“The School System.” AngloInfo.com. AngloINFO Limited, n.d. Web. 1
Jan. 2013.
Thebrazilbusiness.com. Fujikawa, 11 Aug. 2011. Web. 29 Jan. 2013.
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2013.
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2013.
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