An overview of the market and opportunities for brands looking to access this big and diverse market.

1. Camping overview
LATAM
Outdoors Business
Sebastian Lagunas B.
Santiago de Chile, June 6, 2014

2. AGENDA
Key Objectives
Business Environment
Outdoor Market Summary
Competition
Brand & Sales Plan

3. KEY OBJECTIVES
Thetechnicaloutdoormarketinselected
markets.
Look for category leadership.
Lead1
Make it a premium profitable high margin
business
premium3
Follow a medium / long term strategy
strategy4
In segments were 50% of the income is
(ABC1, D)
Position the brand2

4. Strategies
Sharp brand focus
Communicate the brand’s roots and
international charm through team with vast
experience in outdoor retail and actions sports.
Dedicated organization to XXX XXXXX in LATAM
Entrepreneurial environment
Focus start in Retail

5. SWOT ANALISIS
......................
......................
:
The GAP quality between private labels and
heritage brands like marmot and TNF.
Outdoor market is growing 20-25%
STRENGTHS
OPPORTUNITIES

6. SWOT ANALISIS
1.- Late arrive to some markets. Big brands precence 5+ years. With
medium to high penetration and efficiency
2.- Big volume sold by national brands or local retailers.
o Ex. Some brands represent 50-60% in bigbox retailers
o Products are middle quality but very well communicated and
marketed
1.- Local and Mercosur production
2.- China production for private labels is high.
Weaknesses
Threats

7. AGENDA
Key Objectives
Business Environment
Outdoor Market Summary
Competition
Brand & Sales Plan

8. For a better understanding of this big and
diverse market the emerging Latin
American economies are grouped in 6
subregions.
OVERVIEW OF THE MARKET
The andean
Brazil
Mexico
The Caribbean
ntral America
Southern Cone

9. Doing Business 2014
Half of the economies of Latin America, among
the best in the world to do business
Chile, Mexico, Colombia, Peru and Costa Rica,
in the list of countries with good business
climate.

10. Why LATAM
Brazil is expected to be the fourth largest economy in 2050.
Expansion of foreign brands - many companies such as Burberry,
Mothercare and Adolfo Dominguez are focusing on Latin America.
Latin America has some of the most attractive markets in comparison
country risk and market potential (2012 GDRI)

11. Why LATAM
Strong expansion of the middle class
Supermarkets and depart. stores segment's are retail areas with higher
growth. Penetration is still low (25-30 m2/1000 inhabitants), a strong sales
growth and surface are expected.
U.S. $ 6.348 million will invest the six largest retailers in Latam 2017
(Cencosud, Falabella, Ripley, Walmart, Parque Arauco and SMU). Objective:
Peru, Argentina, Colombia and Brazil.
Big % of market is dominated 4-5 large retailers. Therefore competition (no
competition) is high.
Growth prospects 3-4% on average. Countries above the media Chile (5%),
Colombia (4.5%), Peru (6%). Controlled inflation in several countries.
Brazil, Mexico and Chile are the countries with the highest retail
development.
Colombia is the star, too much interest in Peru.

12. GRDI country attractiveness

13. AGENDA
Key Objectives
Business Environment
Outdoor Market Summary
Competition
Brand & Sales Plan

14. Most important outdoor markets
Colombia
Perú
Ecuador
Dominican Republic,
Puerto Rico
Costa Rica, El Salvador,
Guatemala
Panamá.
Argentina, Chile and
Uruguay
Brazil

15. Market size
Performance, action sports & outdoors
US$ 1.000 Millions Market Opportunity
(Excluding Mexico)
MM $450 MM $320 MM $230
MAIN ACTOR:
Coleman
Doite
TNF
National Geographic
Intex
Bestway
Private labels
Mountain Gear
Klimber
Apparel
Footwear
Equipment
Equipment

16. AGENDA
Key Objectives
Business Environment
Outdoor Market Summary
Competition
Brand & Sales Plan

17. Main competitors country overview
60 stores (2013)
20-25% growth expected (2014)
Part. Market estimated 15-18%.
Last movements and projections:
Since 2012 direct representation office (Cali).
Double market share and revenue in 2014.
Installed with a factory for textiles in the region (5 + years)
COLEMAN - Main markets
COLOMBIA

18. Main competitors country overview
Keeps 9 years a strategic alliance with Jeep.
Strong promotion (Latam) line of tents Instant Dome
COLEMAN - Main markets
VENEZUELA

19. Marketing Tactics
CAMPING market opportunity is about MMUS$ 120 (retail sales).
15-20% annual sales growth.
COLEMAN is leading sales in almost every market, but PRIVATE LABELS
have been growing fast in the last years. Falabella private labels have
reached the same level of sales coleman.
Most of the countries have high taxes, retail prices for xxx xxxx remain
competitive and atractive, even when consider open doors at bigbox
retailers.
Ex: Coleman 4 pax tent Retail Chi US$200: Col. US$ 318
XXX XXXX 4 retail at US$ 179-189
Ex: Sleeping bag (30ºF) Coleman Retail US$ 60
XXXXXX similar retail at US$ 49

20. Marketing Tactics
Target prices (Falabella, Ripley, Sodimac)
Airbeds & Mats: US$ 20 - 59
Tents: US$ 39-109 low quality
US$ 159-329 Best quality
Sleeping Bags: US$ 39 - 99
Camp. Accesories: US$ 9-29-99

21. Opportunities
o XXXX Brand
o Key end-user insights:
o XX million runners in Latam: X% = the core of market
(enthusiast and active buyers).
o Runners also participate in other activities: strength training
(59%), cycling (36%), swimming (53%) and hiking (28%)
o Shelters, canopy and furniture: via sodimac and big box retailers.
Internet!
Ex: Brasil Kanui.com.br (action sports specialist)
Retail US$ 120 mill, growth 9.000%.

22. Key to Success in Latin America
Overcoming Trade Barriers
It is important to partner with locals how will help to
navigate among regulatory issues and tap into the
market potential there.
Offer Low Price Points for masive retailers.
Pacific coast must be the place to focus on.
Brazil - is considered impenetrable by many outdoor
brands. And Argentina is also dismissed as being
particularly hostile toward imports of manufactured
goods.

23. About me (skills)
+ 6 years of experience in managing a sales team with multiple retailers
and categories. Experience in managing independent sales reps and
agencies.
Worked with almost every big brand and retailer in the region, that give me
a full understanding of the products, market needs, business models,
negotiation skills and networks to succeed.
Knowledgeable and active in human powered outdoor activities.
One of my plus is the experience in the Consumer Goods industry
I got the ability to travel the region as necessary.
Experience in crunching and analyzing data to produce action plans
Demonstrated history of attention to detail and follow-through
Independent, creative self-starter with the ability to work independently with
limited direct supervision. Entrepreneur
Excellent communication, follow-up, organization and interpersonal skills.
Manage forecasting and reporting of financial commitments

24. Camping overview
LATAM
Outdoors Business
For any further information
contacte me at
sebastian@onebiz.cl
@seblag