When it comes to business, considering other countries’ culture and values are essential. How does one introduce a consumer product into a foreign market? Our group created marketing plan to do just that: Tide Detergent for successful introduction into Brazil. We first started with a detailed cultural analysis, such as living conditions, language, religion, and family values; and economic analysis, such as income, population, and infrastructure; to understand Brazil as a country. We then developed a competitive market analysis, including distribution channels, and product adaptation along with the preliminary marketing plan. This marketing plan explained in detail how we would introduce Tide in Brazil.
2. Quick Brazil Facts Region: South America Population: 194,747,347 Area Total: 8,511,965km2 Capital: Brasilia Climate: Mostly tropical Languages: Portuguese (official)
3. CULTURAL ANALYSIS Relevant History Geographic Setting Social Institutions Religion Living Conditions Language
4. Relevant History In 1500 Pedro AlvaresCabrai claimed Brazil for the Portuguese. Brazil gained it’s independence from Portugal in 1822. Abolished slavery in 1888. Main export was coffee.
5. Geographical Setting Located in the northeastern part of South America. Slightly smaller than the United States. 5th largest country in the world. Largest country in Latin America. “Land of Contrasts”
6. SocialInstitutions “Family” is not just thought of as nuclear family but as extended family. Godparents play an important role in a child’s life. Children typically live at home until they are married. Parental roles vary by region.
7. Social Institutions Families are becoming more urbanized. Women are leaving home and moving into the workforce. Religious marriages are decreasing. Ask the woman’s father for permission!! Infidelity is very common in Brazil. Family heritage is traced paternally.
8. Social Institutions Literacy rate throughout Brazil is 88%. Children are required to attend school for a minimum of 8 years. Each Brazilian state has a governor and legislature. Brazil is based on Roman Code.
14. No religion: 7.4%Giving the “ok” to a Brazilian is offensive!!
15. Living Conditions Biggest meal is eaten in the middle of the day. Types of food consumed is determined by class level. Main dish for all Brazilians to consume is rice, beans, and manioc.
16. Living Conditions Housing in urban Brazil is very similar to the United States. Generally houses have two stories. Construct taller walls and have guard dogs to deter criminals. Brazilians are faced with water shortages so water tanks are placed on the roof to alleviate issues.
17. Living Conditions Type of clothing varies in rural and urban areas. Women like to appear flirtatious so they wear sexy clothes which include short skirts. Men wear slacks with a dress shirt. Shorts are only wore if they are going to the beach. Rural areas have a more “cowboy” appearance. Indigenous people wear face paint and traditional tunics.
18. Living Conditions Soccer is Brazil’s passion!!! Rio de Janerio is home to the largest soccer stadium in the world which seats 200,000 people. Brazilian women are known for watching soap operas. Lower class individuals go to samba school.
26. Baltic Main language is Portuguese. There are more than 200 tribal groups that speak indigenous languages. Some upper class individuals speak English.
27. ECONOMIC ANALYSIS Population Economic Statistics Development in Science and Technology Distribution Channels Media
28. Population Total population approximately 188 million Male: 92,949,000 Female: 95,130,000 Ethnicity Caucasian: 53.7% Mulatto: 38.5% Blacks: 6.2% Other/Unspecified: 1.6%
30. Economic Statistics 2007 Gross National Product: $1.836 trillion Resources & Minerals Bauxite Gold Iron Ore Nickel Timber Hydropower
31. Infrastructure 718 paved airports; 3,545 are unpaved 9,400 kilometers of product pipeline Communication types Internet Telephones Cell Phones Radio Television Mail
37. Distribution Channels Approximately 800,000 retail stores Top Stores Carrefour Sonae Wal-Mart Located in urbanized areas Newly emerging channel: Internet retailing
