Market Audit and Competition in Brazil
Market Audit and Competitive Market Analysis Market Audit and Competitive Analysis
Executive Summary The market audit and competitive analysis, gave us a prospective of the baby food industry in Brazil. There will be many challenges ChuChu will face when first entering the market. The biggest problem will be obtaining market share from the two major brands in Brazil Nestle (Gerber) and Danone (Danito). These two companies have had years of experience in the market as well as a well known brand image in the market. For this reason, Chuchu is prepared to innovate in many ways to gain brand recognition. First, we are partnered with one of the largest and most well-known food companies in Brazil. We discovered that Brazilians like to educate themselves about nutritional items. For this reason, we will place educational kiosks in our retail store to inform parents about the advantages of buying organic baby foods. Not only we educate Brazilians about our product but we also gain brand awareness and reliability in the eyes of the customer. We will target the major cities first such as Rio de Janeiro, Sao Paulo, Salvador, and Brasilia because of they have an increase in population and they hold the majority of our target audience, which is middle-upper class. The benefits of targeting this major cities is the availability of near ports and highways that would facilitate the distribution process, by making the product to arrive faster to the desired location. Carrefour, Brasil, Pao de Acucar, Casas Senda, and Bom preco are the major retail stores we will distribute our products because they are the largest supermarket chains in the country. The distribution process will be facilitated by the help of the logistics system BRF uses for their products. We will use trucks near the regions we will be placing our products. We expect sales to be below industry average since we are a new brand trying to enter the market. However, if we are able to achieve these goals, ChuChu
Executive Summary The market audit and competitive analysis, gave us a prospective of the baby food industry in Brazil. There will be many challenges ChuChu will face when first entering the market. The biggest problem will be obtaining market share from the two major brands in Brazil Nestle (Gerber) and Danone (Danito). These two companies have had years of experience in the market as well as a well known brand image in the market. For this reason, Chuchu is prepared to innovate in many ways to gain brand recognition. First, we are partnered with one of the largest and most well-known food companies in Brazil. We discovered that Brazilians like to educate themselves about nutritional items. For this reason, we will place educational kiosks in our retail store to inform parents about the advantages of buying organic baby foods. Not only we educate Brazilians about our product but we also gain brand awareness and reliability in the eyes of the customer. We will target the major cities first such as Rio de Janeiro, Sao Paulo, Salvador, and Brasilia because of they have an increase in population and they hold the majority of our target audience, which is middle-upper class. The benefits of targeting this major cities is the availability of near ports and highways that would facilitate the distribution process, by making the product to arrive faster to the desired location. Carrefour, Brasil, Pao de Acucar, Casas Senda, and Bom preco are the major retail stores we will distribute our products because they are the largest supermarket chains in the country. The distribution process will be facilitated by the help of the logistics system BRF uses for their products. We will use trucks near the regions we will be placing our products. We expect sales to be below industry average since we are a new brand trying to enter the market. However, if we are able to achieve these goals, ChuChu