guaranáantarctica finalprojectfall2012 nov08

Brian LeeChristiane Poppi Donna ChanJeffrey TangLisandra MaioliWhitney Watts

November 8th, 2012

Introduction to Marketing – Group Final Project

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BackgroundBackgroundBackgroundBackground

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Guaraná Antarctica Guaraná Antarctica is a guarana-flavored soft drink hailing from Brazil (InBev/AmBev).Guaraná Antarctica Guaraná Antarctica is a guarana-flavored soft drink hailing from Brazil (InBev/AmBev).

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One of the 15One of the 15thth best-selling best-selling soft drink

brands in the worldin the world, Guaraná Antarctica celebrated 90 years in 2011.

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Brazil is the third largest consumer third largest consumer of soft drinks in the world

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In 2003, Brazilians favored colacola directly followed

by guaraná guaraná

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1st1st 2nd2nd

Soda competitorsSoda competitors

Coca-Cola currently holds the leading position in the Brazilian soft drink market

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1st1st 2nd2nd

Guaraná competitorsGuaraná competitors

Coca-Cola launched Kuat, its guaraná-flavored competitor.

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While Guaraná Antarctica run to be the first soda in Brazil,

1st1st 2nd2nd

Coca-Cola tries to lead the guaraná-flavored market share.

1st1st 2nd2nd

Consumers of Guaraná Antarctica are young young adultsadults (15-34), middle class and upmiddle class and up,

Brazilian nationalists/patriotsBrazilian nationalists/patriots and

sport fanssport fans.10

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Marketing MixMarketing MixMarketing MixMarketing Mix

PRODUCT: PRODUCT: 100% Brazilian, not too sweet, refreshing, natural energy, made by a real fruit

(guaraná) from Amazonia

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GuaranáFruit/logo

Brazilian green/yellow

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Different types of Guaraná Antarctica…

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… and a variety of packaging.

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PRICE: PRICE: in Brazil, the products have a reasonable and competitive price. In contrast, as internationally imported product is expensive.

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PLACE: PLACE: InBev has its own guaraná farmer in Amazonia. More than 1 million of point of sale in

the country.

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PLACE: PLACE: An operational deal with Pepsi Co. will allow the international bottling and distribution of the soft drink, which has been produced in Portugal and Spain since 2001

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PortugalPortugal

JapanJapan

ChinaChina

EUAEUA

CanadaCanada

ArgentinaArgentina

UKUK

AustraliaAustralia

EuropeEurope

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PROMOTION: PROMOTION: Since 2001, Guaraná Antarctica has been the official Brazilian Soccer Team sponsor

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Ad AnalysisAd AnalysisAd AnalysisAd Analysis24

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•A originaloriginal drinkdrink produced in BrazilBrazil (slogan: "Original from Brazil")

•Their involvement with sports, especially

soccer – the Brazilian passion soccer – the Brazilian passion (slogan: "The Brazilian Soccer Team Sponsor")

•An energy drinkenergy drink, because of the active ingredient of guaraná (slogan: "Contagious Energy")

KEY ELEMENTS OF THE COMMUNICATIONKEY ELEMENTS OF THE COMMUNICATION

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Guga, tennis player Ronaldo, soccer player

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Guga batting a Guaraná Antarctica can

2002

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Guga batting a Guaraná Antarctica can

2002

Kuat Ad

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Guaraná Antarctica teasing Coca-Cola

2002

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Guaraná Antarctica teasing Coca-Cola

2002

Guaraná Antarctica Ad

Coca-Cola (Kuat) and AmBev (Guaraná Antarctica)

had to make an agreement make an agreement to stopping to tease each other through Ads (Conar)

Coca-Cola (Kuat) and AmBev (Guaraná Antarctica)

had to make an agreement make an agreement to stopping to tease each other through Ads (Conar)

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S.W.O.T S.W.O.T AnalysisAnalysisS.W.O.T S.W.O.T AnalysisAnalysis

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STRENGTHSSTRENGTHS

• Large following in Brazil, Japan, and Portugal

• #1 in Brazil for guarana-flavored soft drinks in Brazil

• Top 15 most sold soft drink in the world

• Unique reputation and intense loyalty for being “the drink” of Brazil

• Anheuser-Busch InBev’s vast infrastructure

WEAKNESSESWEAKNESSES

• Direct competition with Coca-Cola

• Faces market maturity in regards to product life cycle

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OPPORTUNITIESOPPORTUNITIES

• Great exposure among young soccer fans

• The product continues to grow

• Find new opportunities by creating variations of products & new strategies

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• Coca-Cola has been Guaraná Antartica’s biggest competitor in the market

• Have tried many times to take away Guaraná Antartica’s market share

• Fanta• Taí• Kuat

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THREATSTHREATS

RecommendationsRecommendationsRecommendationsRecommendations37

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•Expand Expand to Norway, Croatia, the Netherlands, Uruguay, Cyprus, Iceland, and Scotland

RECOMMENDATIONSRECOMMENDATIONS

Avoid head on competition

Conduct market research

Consider the cultural environment of these new markets

Incent early adopters and innovators

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RECOMMENDATIONSRECOMMENDATIONS

• Possible expansion in the USexpansion in the US through sporting event sponsorships and social media

• FIFA World Cup World Cup in 2014 in Brazil

Overall, Anheuser-Busch InBev’s Guaraná Antarctica

must continue to innovate in order to must continue to innovate in order to survive globallysurvive globally.

CONCLUSIONCONCLUSION

To capture more market share, Anheuser-Busch InBev must

find new opportunities by creating variations creating variations of

Guaraná Antarctica and developing new developing new strategies strategies for a creative marketing mix that meets its target market needs.

Brian LeeChristiane Poppi Donna ChanJeffrey TangLisandra MaioliWhitney Watts

November 8th, 2012

Introduction to Marketing – Group Final Project

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