2. Established in 1886 Mission Statement: Refresh the world,
inspiring moments of happiness while creating value and making a
difference. In over 200 countries around the world Over 146,000
employees worldwide 1.7 Billion Coca-Cola drinks served daily
3. Created in 1898 in Biloxi, Mississippi Founder: Edward C.
Barq Sr. Barq Brother Bottling Co. Gained rapid popularity due to
its unique taste over competitors: Less carbonated Less sweet Less
foamy Slogan, Its Good Since 1898. Set up Franchise in 1934
Eventually bought by Coca-Cola Company Sold Barqs company in 1995
Barqs controls 12.06% of Coca-Colas stock price
4. 7th largest economy in the world Population of 203,429,773
Fast growing economy Purchasing power Decrease in inflation rates
No Root Beer currently available Minimal Competition Ambev bottling
company for PepsiCo 17.7% 3rd largest soft drink market Coca-Cola
already owns over 50% of thesoft drink market
5. Brazilians place a very high importance of familyEducation
is very sought after, especially with the economy of Brazil growing
Legal system based on civil codes derived from the Portuguese
forefathersBusiness customs place high importance of uncertainty
avoidance, much likeThe way of life in BrazilRoman catholic is main
religionA wide social gap exists between north and south Brazil
Portuguese is main language
6. Still very rural, 9% of roads are paved and of that 35% is
Government controlled. Relies on Train use as well, 18, 000 miles
of railroad tracks Exports to China, United States, Argentina, and
others total $201.9 Billion Imports from China, United States,
Argentina, Japan, Germany total 181.9 Billion Brazilian Real vs.
U.S. Dollar $1.88 to every U.S. $1 Inflation rate of 6.2% and
Unemployment rate of 4.7% About 430 computers per 1000 people
Expand into growing retail stores Wal-Mart, Carrefour building 70
stores/year
7. Marketing Objective: Target Market 10-25 year olds Sales
forecast year 1-5 Increase overall sales for Coca-Cola by 25% with
Barqs introduction Profit forecast year 1-5 Increase by 35% for
Coca-Cola overall Increase for Barqs specifically by 18% Market
penetration and Coverage Coca-Cola currently controls 50.1% of the
total market share in Brazil Market penetration for Barqs
specifically Initially distribute in the specific regions of
Campinas, Santos, Sao Paulo, parts of Mato Grosso de Sul, and parts
of the state of Goias Throughout all regions of Brazil within 5
years
8. Root beer not common taste Brazil Price Competition premium
product Tubainas Brazilian competitors Nearly half the price of
Coca-Cola counterparts Can avoid taxes Nationalism Increasing
Health Awareness Real cane sugar vs. high fructose corn syrup
Brazilian government initiatives
9. Product: Brand: Barqs Root Beer Product size: 20 ounce
bottles Color & Design: Label: Bright sun orange Lettering:
Original Logo Additions: Product of Coca-Cola in Portuguese FIFA
Promotion bottling Scent: weak slight scent of wintergreen
Packaging: glass bottle see through except label Warranty:
satisfaction guaranteed
10. Distribution: Mode of Entry: Direct investment Agent: AKQA
Distributor Coca-Cola Femsa Retailers Wal-Mart Carrefour Pao Do
Acucar
11. Promotion Objective Brand re-enforcement New product
acceptance Pre-rolled ads, Mobile ads, Social Media MY COKE REWARDS
in Brazil Chance to win tickets to World Cup Event Sponsorship The
FIFA World Cup Family Image through local investments Corporate
Responsibility Rainforests
12. Direct marketing objective: make Barqs a recognizable
brand. Mobile advertising Product sampling Personal Selling
objective: make Barqs a better drink option Personal sales
representatives will help with a strategic plan in order
tomaximizequality of customer service Making the public aware of
how well of a drink option Barqs is Persuade the public that Barqs
is different, but offers a unique flavor that will change the image
of soda in Brazil
13. Market a 20oz glass bottle of Barqs Root Beerfor 3,01 reais
($1.60) Gain a 5% Market Share Costs involved are marketing
plans,advertising ventures, distribution, promotionetc. Product
cost per unit is $1.22
14. Brazil is 5th largest country and 7th largest economy in
the world Outlook for Barqs introduction in Brazil is promising due
to Purchasing power growing at 3% annually Current lack of root
beer in Brazil Brazilians interest in change Coca-Cola Companys
current success in the country Connect/interact with Brazilians and
create happiness with out product Corporate
sponsorship/responsibility Promotions and Contests Make Barqs root
beer a successful drink in the country within 5 years