Professional Documents
Culture Documents
Presented By Group 8
Core Issues
!! To increase profitability of Coca Cola in
Brazilian Market?
!
Brazil was Coca Colas Third market in sales and ranked a worrisome 20th position in profitability
"!
"!
!Low
minimum wage ! 8% of total 2 national consumption ! 8% of food 3 related purchase and 31% of other products affected by price. ! rand- Least B important factor, 13% !Very few brand loyalists ! avor low price F products.
Income !Low Education ! ow L Purchasing Power !Struggle to afford even the very basic goods
workers.
"! Lifestyle & Values: prefer low priced products. "! Psychological factors: Lack brand loyalty.
Segmentation
"! Social: The Social Class C of the Brazilian
Target
"! Mass Distribution Channels. "! Restaurant Chains. "! Local Dealers. "! Tie-up with local brands in specific regions to
Re Positioning
"! Rebuild and Reposition the brand. "! Establish brand value. "! Make the brand exclusive.
Our Suggestions
"! Reposition the brand as an exclusive brand "! Improve Distribution Channels "! Provide vending machines to inaccessible communities to increase visibility and sales. "! Local promotions "! Connect as a Brazilian brand with the national sports team rather than a multinational brand. "! Have an emotional touch to the marketing campaign.
Thank you