Internacional Marketing

Catuaba - Ibiza

10/11/2010

Catuaba - Ibiza

Opportunity Why Catuaba

• Brazil is known - development of plant species with unique characteristics. The export-based drink made Catuaba can

be seen as an opportunity because there is NO product that could be considered direct competitors.

• Ibiza and facing the audience with high incomes. This choice is due to the fact that this particular region, is chosen by young high-class looking for fun in a different way.

• The new market focus will give more prestige to the brand, and international exposure can even change the design of pre-formulated product in the internal environment with regard to its lack of prestige.

Weaknesses

• Being a product with low added value, the upper middle class has a negative view of it. Cost - (from $ 5.00 a liter)• May be substituted for wine, which has similar characteristics. The wine itself offers a higher value-added and some brands, are usually consumed by the public middle and upper class.

Threats • Similar products such as flavored vodka have good acceptance in the international market• Considered the existence of non-tariff barriers to exports of manufactured products. It may pose some difficulties to the marketing of products imported into the European market.

• There is no product with features entirely similar, the non-tariff barriers pose a risk with regard to product characteristics, and may be barred from the industry protectionism as whiskey, vodka and local wines.

Strengths • Plant aphrodisiac - treatment for impotence, agitation, nervousness, pain, weakness, poor memory or forgetfulness. Catuaba functions as a stimulant of the nervous system.

• Widely sold in festivals and concerts, the consumption by young people from lower and middle class is growing every year.

• Advantage over its domestic competitors and their product can improve and optimize its production capacity.

Catuaba - Ibiza

Environmental Analysis - Spain

Why Spain - Conditions, Political, Economic, Legal, Competition, Social and Cultural

• The largest trading bloc in the world

• As a non-essential consumer goods to the population, consumption of imported alcoholic beverages declined due to the problems created by this crisis.

• It will require specific documentation or invoices to accompany all international shipments, which allow authorities to monitor and ensure payment of taxes

• Catuaba as domestic competitors, it can be considered low-quality wines and Jurupinga.Energy drinks are also considered competitors. External competitive market - premium vodka and whiskey.

• The new generation, also known as health generation, has given preference to drink as natural as possible.

• IBIZA - the island has seen in tourism its main source of income, which allowed a higher than expected economic growth for their traditional resources (fisheries and agriculture). Its busy nightlife of the island has one of the main meeting points of young high-class looking for nights of intense excitement. The months between June and October are considered high season, where most popular DJs in the world are presented in various nightclubs in the city. Many of them choose to Ibiza town to promote their latest releases.

Catuaba - Ibiza

Determination of goalsImmediate

1. The immediate intention is to enter into some tasting Catuaba strategic nightclubs in Madrid.

2. The public are the Class A and B that can attend the best and most renowned nightclubs in Madrid.

3. The disclosure will be made in these first Nightclubs, for about a period of six months.

Short Term

4. After that period of six months of tasting clubs will enter the tasting in the high summer season in Ibiza.

5. Where we see a great opportunity to showcase the brand because it is frequented by young people from all countries. During this period, the island of Ibiza receives over 500 000 young people.

Medium Term

6. Having done all this by passing Nightclubs in Madrid and have also introduced the drink in high summer season in Ibiza, we will begin to introduce the drink in other cities in Spain, where it has a large concentration of young and nightclubs.

Long Term

7. After reaching the audience of Spain's intention is to enter the main European countries like Germany that has a large audience for consumption, Finland, France, England, Holland, Ireland, Italy and Portugal.

Catuaba - Ibiza

Selection of MarketSegment Size

• The segment for this type of drink is unique because as it is a tropical drink, focused for people who like to enjoy the nightlife, is not adequate, so far, trying to insert Catuaba in other niche markets.

Potential Growth

• The growth potential of this drink is much like that of most alcoholic products on the market, once known by the public and brand positioning strategies and set the drink becomes part not only of clubs and discos, but also private parties such as birthdays and other celebrations that our customers will realize.

Potential Competition

• Our competition can be analyzed in two ways, first by the sector to which we belong, the alcohol, competing with products like vodka, whiskey, beer, wine, and so on. Or the second type of drink that we are offering, without a single drink compared to other types of beverages sold in clubs, nightclubs, bars and supermarkets in Europe.

Compatibility and Feasibility

• Here in Brazil the beverage serving different classes. The idea is to export the concept to create a beverage of which possess very different in Brazil. The project is extremely important since changing the concept of the drink in a place in which it does not exist, and considering the current price of it, and the price at which to introduce market first, promises a good profit margin.

Target Market Selection

• A selection of our target market at this time of insertion in the European market is the audience in the ballads of Spain, Ibiza mainly because that audience is coming from different neighboring countries with a good amount to spend, and an extreme desire to prove things new.

Catuaba - Ibiza

Insert the product on the marketPeriod for Public Presentation

• The intention is that the product has been marketed in the high summer season in Ibiza, which occurs from July to September. The product presentation to the public will occur before the target period, starting in the high-season winter of 2011 Spanish from the New Year 2010/2011.

Presentation to the Public

• The public presentation will start the festivities of New Year's Eve 2010/2011 in nightclubs in Madrid, where most of the audience, who ends up attending the high summer season usually goes from Ibiza.

• Ads will be deployed in specific vacancies for this in the bathrooms of bars and night clubs most sought by the target audience of the region, which attract the classes A and B.

• Models will be employed in bars and nightclubs in Madrid hottest offering small doses as tasting for potential customers who are in these places.

• The intention is to show the public that the drink is energy is energy can provide both night and during the day, so to speak or consume it and be connecting the whole night until dawn.

• The product will also be promoted by radio stations most listened to electronic music in the city of Madrid, highlighting the presentation and selling in large scale from July 2011 in Ibiza.

• The bottle will be changed, no more plastic, but glass, with a unique and innovative design, as major brands of vodka sold worldwide.

• There would need to also change the slogan on the label and because the audience will not be pleased by the current, which is a bit of profanity in this audience.

Catuaba - Ibiza

Product Presentation

Indirect Exports

• Concept: Operations indirect export is the sale of export products, which come from industrial or commercial establishment for trading companies, trading companies or any company authorized to operate foreign trade, addressed. Operation with the suspension of the IPI, in accordance with Article 42, and the non-ICMS.

Direct Export

• Concept: A direct export is the operation in which the exported product is billed by the producer to the importer, this type of operation requires knowledge of the company's export process in all its extension. As we are starting a business in hitherto unprecedented in the target country, we prefer for safety reasons we started this whole market with the trading companies.

Trademark License Agreement

• The parties have identified, among them, agreed and a License Agreement for Use of Marks, which is governed by the terms and conditions of price, form and term of payment

• Price: Will be sent abroad with a profit margin of 80% on customs valuation, so you can keep the product at the desired level, classes A and B.

• Form / Term of payment: We will use, at first, CAD (Cash Against Documents), so we can back up both in as back-up for buyers in Spain. In a second time after the initial contact and business growth, increasing mutual trust between exporters and importers, we may use the payment term from 60 to 90 days after shipment.

Catuaba - Ibiza

Growth strategy

• The growth strategy will be based on feedback during the summer season in Ibiza, so you can examine the front lines to increase sales in European countries.

• At first, post-launch sales will be mitigated in Madrid, in nightclubs and specialty shops, which can reach more people, continuing with the action of overt marketing and advertising in specific places.

• Trying to put people on the idea of a new and innovative product with unique tropical characteristics, sales in the second time will be extended to other major Spanish cities such as Barcelona.

• Bearing in mind that Madrid is one of the nightlife capitals of the world, it is believed that the product will gain prominence elsewhere

in consequence of its sale in the Spanish capital.

• Sales will be expanded to other capital known for its nightlife and homes that appeal to young people in classes A and B, such as

Milan, Prague and Berlin.

• The intention is to undertake a "frontal attack" in major European countries, reaching the public, both tourist and local, in places like to

attend - clubs, festivals of electronic music and the annual regional parties.

Catuaba - Ibiza

Market Analysis

New Customers

Try it will, after reaching a younger audience of high income, achieve the previous generation, trying to seek the parents of this generation. With new marketing strategy, to recast such a detailed study will be worked on this

new and future audience.The other classes will come in finding the product because often what the

upper classes do and consume serve as "inspiration" for the less affluent. So once you have the audience reached

classes A and B, will be the consequence of the product is sought

by the lower income classes.

Current Customers

As the product is not marketed abroad, there are no customers present in the

audience. Today's customers are mainly class C and D in Brazil, some may appear

between the class B and few between Class A.

Catuaba - Ibiza

Market Analysis

Current ProductsThere is no similar product currently on the market target. For the alcohol content and product placement, you can put it as a match for Vodka and

Whisky. The public that will be achieved with marketing the product in Spain, the brands of vodka Ciroc will fall in competition.

Current CustomersAs the product is not marketed abroad, there are no customers present in

the audience. Today's customers are mainly class C and D in Brazil, some may appear between the class B and few between Class A.

Current MarketsCurrently, the product has only market in Brazil is not exported to any

other country. The product has sales networks in most super markets for the public launch.

Current ThreadThe product currently has only one segment, which is sold on the market.

Once exported, you have the export version, which will also be sold on the domestic market, better packaged and better produced, having a

quality control process required by the target audience abroad.

Country CurrentCurrently, the product is only sold in Brazil

Current BrandsThere are some famous brands (Wild, Powerful, and Lincoln) that are

currently vendita, but that will be added when a new start to be exported.

New ProductsOnce it reaches the desired level of increased sales abroad, there will be a need for innovation in the product. So there will be the inclusion of new

products adjacent to the principal, with some gaps, and the alcohol content, flavor or even the packaging - with the possibility of making

small bottles for personal consumption.

New MarketsThe target market is currently Europe, targeting initial Spain, and later

other countries. Once the product gets featured in the old continent, the Americas, and even Brazil will turn to the product, because the emphasis

in European countries is the basis for entry in other markets.

New ThreadsIn the short to medium term, the product will have little variation in the

segment, being altered only in packages and the creation of associated products, which is the main base. In the long run if it detects a chance to

break into new product markets, will examine the possibility.

Emerging CountriesAs mentioned above, the initial intention is to reach European countries

to eventually reach America.

New BrandsNo new brands are created in a first moment, only new product

formulations, changing similarly to the world famous brand Johnny Walker, with something akin to "Labels" possessing.

Catuaba - Ibiza

International Marketing Mix

4 - “A”

1. ASSORTMENT2. AFFORDABLE 3. AVAILABLE 4. ANNOUNCEMENT

4 - “C”

1. COSTUMER SOLUTIONS 2. COST EASY 3. CONVENIENT 4. COMMUNICATION THROUGH

4 - “P”

1. PRODUCT 2. PRICE3. PROMOT.

4 - “B”

1. BEST2. BARGAIN 3. BUFFER4. BOMBARDMENT

Catuaba - Ibiza

International Marketing Mix

Best, Good business, Stock, Bomber

Catuaba - Ibiza

International Marketing Mix

Superior, Benefits, Action and Reaction

Catuaba - Ibiza

International Marketing Mix

Solution Cost, Convenient, Interactive Communication

Catuaba - Ibiza

Evaluation and controls

Market ShareIn Brazil, Catuaba's most famous brands (Wild, Powerful, and Lincoln) jostle for space on the market with various drinks, such as cheap wines, vodkas, cognacs, whiskeys and other cheap drinks without quality. In the last decade gained enough space in the lower classes in age from 18 to 25. But even his biggest audience, yet it is forbidden to sell for over 18 years, one aged 15 to 18 years.

Mind ShareBeing a much cheaper and take up markets class C, D and E, its share-of-mind is not very good. The concept of this drink is linked to its high alcohol content compared to its main competitor, which is of low quality wine, and taste a bit sweeter than traditional sweet wines. Porting customers call the drink to the fact that it is easier to drink in large quantities and cost less.

Heart ShareA positive brand image in consumers' minds is one of the devices forming the share-of-heart. Thus, as the brand has not identified loyal customers for reasons of quality but on price, the concept of Drink Catuaba is still connected to the lower class and poor-quality drink. To achieve this effect change will be made a communication strategically well thought out and constructed to enable the consumer to understand that this product actually represents a difference to others offered.

Catuaba - Ibiza

Packing

The model of the package will be directed to the export-glass, with the product name

and the outline map of Brazil and the phrase "The amazonic Purple Drink",

which will sustain the marketing campaign.

On the label, as well as the most popular beverage by the target audience in the

world, there will be a brief product description, telling of the myths that the environment and its production in Brazil.

Catuaba - Ibiza

Conclusion

Catuaba - Ibiza

Grupo

Agradecem:

Bricio Molina de Castro - RA 07338973Caio Gallego – RA 07277742

Carolina Campos Diniz – RA 07304504Diogo Francisco Leonessa - RA 07299068

Felipe Marcus Lima - RA 07327281Fernando Peres – RA 07315054

Giovanni A. de Almeida Rodrigues – 07318967Juliana de Araújo M.M. Sarmento – RA10168581

Larissa Fiorëse Barbosa – RA 06410930Natália Bueno – RA 07278781

Karla Leite Rovere – RA 07273469Patrícia D. Puche – 07294838

Rômulo Souza Bauli – RA 07059074Thatiane Fernandes Lepaldi – RA 07281876

Victor Bracciali – 06377006