1. 4 Strategic Recommendation
1.1. 1 STP
1.1.1. Segmentation
1.1.1.1. areas
1.1.1.1.1. geographical
1.1.1.1.2. psychographic
1.1.1.1.3. behavior
1.1.1.1.4. demographical
1.1.1.2. *considerations
1.1.1.2.1. measurable
1.1.1.2.2. accesible
1.1.1.2.3. substantial
1.1.1.2.4. differentiable
1.1.1.2.5. actionalble
1.1.2. Target
1.1.2.1. *considerations
1.1.2.1.1. 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
1.1.2.1.2. Steps for segmenting
1.1.2.2. Undifferentiated-mass
1.1.2.3. Differentiated-segmented
1.1.2.4. Concentrated -niche
1.1.2.4.1. understand customers well, they are willing to pay a premium
1.1.2.5. Micromarketing -local
1.1.3. Positioning
1.1.3.1. *considerations
1.1.3.1.1. what am i best at - why? low end/work high end/prestige
1.1.3.2. 1-identify possible competitive adv.
1.1.3.2.1. Benefit position Services price People Image
1.1.3.3. 2- choose right one
1.1.3.3.1. How many differences to promote? Unique selling proposition Several benefits
1.1.3.3.2. Which differences to promote?: Superior Communicable Preemptive Affordable
1.1.3.4. 3- choose a position strategy
1.1.3.4.1. 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
1.1.3.4.2. White Collar
1.1.3.4.3. Blue Collar
1.1.3.4.4. College Students
1.2. 2 marketing mix: 4 Ps
1.2.1. product
1.2.1.1. 1 flavor
1.2.1.1.1. Same size & container design add big: #1 in the USA
1.2.1.2. 3 flavors
1.2.1.3. extra stregth
1.2.2. price:$3.5
1.2.3. communication/promotion
1.2.3.1. samples
1.2.3.1.1. office: free samples for the whole office
1.2.3.1.2. colleges: during finals
1.2.3.1.3. gas stations
1.2.3.2. advertising Q8
1.2.3.2.1. check out aisles
1.2.3.2.2. social media
1.2.3.2.3. billboards
1.2.3.2.4. TV commercials
1.2.3.2.5. magazines
1.2.3.2.6. *considerations
1.2.3.3. *consideration
1.2.3.3.1. 1identify audience 2objectives 3design 4select channel 5budget:market share, target, % persuaded 6decide mix 7measure 8manage communications
1.2.4. Place
1.2.4.1. Retail Q7
1.2.4.1.1. Gas stations
1.2.4.1.2. grocery stores
1.2.4.1.3. colleges
1.2.4.1.4. office cafeterias
1.2.4.1.5. vending machines
2. in US
2.1. 5-hour marketing in the US
2.2. study of side effects in the US
3. 1 analyze market
3.1. offer
3.1.1. trends
3.1.2. distribution (page 603)
3.1.2.1. How to introduce prod to brazil
3.1.2.1.1. direct investment
3.1.2.1.2. joint venture
3.1.2.1.3. licensing
3.1.2.1.4. direct exporting
3.1.2.1.5. indirect exporting
3.1.3. http://www.ambev.com.br/pt-br
3.1.3.1. Retail Q7
3.1.3.1.1. Gas stations
3.1.3.1.2. grocery stores
3.1.3.1.3. clubs
3.1.3.1.4. office cafeterias
3.1.3.1.5. vending machines
3.2. demand
3.2.1. Culture
3.2.1.1. health considerations
3.2.1.2. Any country regulation for caffeinated products?
3.2.1.3. ready to replace coffee
3.2.1.4. Information
3.2.1.4.1. internet
3.2.1.4.2. interviews
3.3. *considerations
3.3.1. -go abroad:yes -which market:brazil -how to enter? -what marketing program -which marketing organization book page 597
4. 2 Research sources
4.1. secondary
4.1.1. survey
4.1.1.1. health considerations
4.1.1.2. public perception
4.1.1.3. Is Brazil ready for 5 hour?
4.1.1.4. See survey approved by professor
4.1.1.4.1. *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
4.1.2. white papers
4.1.3. similar industries: red bull
4.1.4. what competitors are doing
4.2. primary
4.2.1. focus group
5. 3 Brazil Environment
5.1. Macro
5.1.1. south region
5.1.2. south east
5.2. Brazil Cost""
5.2.1. regulations
5.2.2. economic instability
5.2.3. layers of bureaucracy
5.2.4. tax to foreign companies
5.2.5. corruption
5.2.6. high crime
5.2.7. underdevelop. infrastructure
5.2.8. technological
5.2.8.1. social media adapting 98%
5.3. Porter 5
5.3.1. substitutes: coffee, red bull energy
5.3.2. competitors: red bull energy shot, guarana
5.3.3. ambev, tariff?
5.3.4. buyers