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5 Hour Energy Marketing Plan to Enter Brazil by Mind Map: 5 Hour Energy Marketing Plan to
Enter Brazil
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5 Hour Energy Marketing Plan to Enter Brazil

1 analyze market



distribution (page 603), How to introduce prod to brazil, direct investment, joint venture, licensing, direct exporting, indirect exporting, Retail Q7, Gas stations, grocery stores, clubs, office cafeterias, vending machines


Culture, health considerations, Any country regulation for caffeinated products?, ready to replace coffee, Information, internet,, department of commerce, lifestyle magazines,,,, interviews, club owners, store owners


-go abroad:yes -which market:brazil -how to enter? -what marketing program -which marketing organization book page 597

2 Research sources


survey, health considerations, public perception, Is Brazil ready for 5 hour?, See survey approved by professor, *considerations are benefits clear to you does the product solve a problem does other products solve this? is price reasonable Would you buy it:definitelly, probab, prob not Who, when, and how often would you buy it

white papers

similar industries: red bull

what competitors are doing


focus group

3 Brazil Environment


south region

south east

Brazil Cost""


economic instability

layers of bureaucracy

tax to foreign companies


high crime

underdevelop. infrastructure

technological, social media adapting 98%

Porter 5

substitutes: coffee, red bull energy

competitors: red bull energy shot, guarana

ambev, tariff?


4 Strategic Recommendation


Segmentation, areas, geographical, brazil, metro, psychographic, lifestyle, club scene, behavior, occasions for use Q5, parties, tests, night driving, Office alertness, sports, Sex, user status, non users, potential users, first time, readiness Q6, unaware, aware,informed, interested,desire, ready to buy, Create segmentation breakdown pyramid PG 229, attitudes/rejection, enthusiastic, positive,indifferent, negat, hostile, loyalty, hard core, split, shifting, switcher loyals, use rate Q2, heavy user, light user, values, prefer natural, customs, coffee social drink, demographical, age, gender, income, ocupation, truck drivers, corporate worker, *considerations, measurable, accesible, substantial, differentiable, actionalble

Target, *considerations, decide: 1-is segment attractive 2-what is the company's objectives and resources The degree of product variability Product’s life-cycle stage Market variability Competitors’ marketing strategies, Steps for segmenting, Undifferentiated-mass, Differentiated-segmented, Concentrated -niche, understand customers well, they are willing to pay a premium, Micromarketing -local

Positioning, *considerations, what am i best at - why? low end/work high end/prestige, point of difference, point of parity, 1-identify possible competitive adv., Benefit position Services price People Image, 2- choose right one, How many differences to promote? Unique selling proposition Several benefits, Which differences to promote?: Superior Communicable Preemptive Affordable, 3- choose a position strategy, Unique Selling Proposition USP. Mafia offer. Offer can't be matched. represent the full positioning of the brand: More for More, More for the Same More for Less, The Same for Less Less for Much Less, Positioning map: see below, White Collar, Blue Collar, College Students

2 marketing mix: 4 Ps

product, 1 flavor, Same size & container design add big: #1 in the USA, 3 flavors, extra stregth


communication/promotion, samples, office: free samples for the whole office, colleges: during finals, gas stations, advertising Q8, check out aisles, social media, billboards, TV commercials, magazines, *considerations, channel power integration conflict, *consideration, 1identify audience 2objectives 3design 4select channel 5budget:market share, target, % persuaded 6decide mix 7measure 8manage communications

Place, Retail Q7, Gas stations, grocery stores, colleges, office cafeterias, vending machines

in US

5-hour marketing in the US

study of side effects in the US