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Otterbox Enters Brazil

Otterbox Enters Brazil. Kerry D’Azevedo, Garrett Tosh, Jordan Walker. About Otterbox. Fort Collins, Colorado Offices in Colorado, Ireland, & Hong Kong 650 Employees Worldwide. What is Otterbox?. Figure 1. Description of Series ( Otterbox , 2013). Growth Strategy .

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Otterbox Enters Brazil

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  1. Otterbox Enters Brazil Kerry D’Azevedo, Garrett Tosh, Jordan Walker

  2. About Otterbox • Fort Collins, Colorado • Offices in Colorado, Ireland, & Hong Kong • 650 Employees Worldwide

  3. What is Otterbox? Figure 1. Description of Series (Otterbox, 2013)

  4. Growth Strategy • Market Development Strategy • Smartphone Use Growing In Brazil • Large Market Share • First-Mover Advantages • “By 2017 Brazil will be the fourth-largest market for smartphone sales” Source: (Investor’s Business Daily, 2012)

  5. Justification for Entering Brazil • Stable Position In Terms of Risk • Low economic risk • Medium financial risk • Medium political risk • Active Culture Life • Supports main idea for Otterbox protective cases • Culture “melting pot” and Accepting of New Ideas

  6. Justification for Entering Brazil • High GDP • $2.394 Trillion • Lowers economic risk • Unemployment Rate is Declining • 5.5% in 2012 • High Literacy Rate and Education Status Source: (The World Factbook) (Brazil, Country Profile, 2013)

  7. Target Markets Upper Class Intends to buy: • Travel • Furniture • Appliances Middle Class Intends to buy: • Furniture • Appliances • Travel • TV/Video Products • Cell Phones • Computers Source: (Kligin, 2012)

  8. Profile of Target Market • Different cases for different lifestyles • Armor, Defender, Preserver series for active people • Commuter, Reflex, Prefix for slimmer, more ergonomic everyday protection

  9. Competitive Climate • Protective Cases: New Industry To Brazil • Competitor: Case Logic • Prices range from $9.99-$20.00 in USD • Standard cases for smartphones • One year warranty • One case style with a variety of color options

  10. Otterbox Differentiation • Otterbox Offers A Wider Variety of Protective Cases • Seven different series available • Different color options available • Higher price point for cases due to the protective nature and the benefits added to the consumer ($24.95-$89.99)

  11. Positioning: By Attribute or Benefit • Focusing on: • Benefits Each Case Series Provides • Benefit the Active Lifestyles in Brazil • Warranty • SUPERIOR PROTECTION

  12. Positioning: By Competition • Otterbox Benefits Over Case Logic • Stronger Than Competitor: Win Market Share

  13. Entry Strategy • Indirect Exporting • Less Control • Less Risky • Direct Exporting • More Control • Slightly Higher Risks

  14. Distribution Channels • Category killers: • Ricardo Electro • Insinuante • Specialty stores: • Vivo Brasil • TIM • Claro • Oi • E-Commerce

  15. Marketing Strategy: Product • *Packaging set to Portuguese • *Bright vibrant case packaging • *Warranty printed on front to help reduce uncertainty Source: (JMVDIGITAL, 2013)

  16. Marketing Strategy: Price • Price will be similar to US prices due to the difficulty in assessing the levels of demand • Dollar conversion $1.00USD= $2.37BRL (Convert United States Dollar to Brazilian Real ) • We can forecast high demand due to the active lifestyles and the compatibility being smartphone use and growing economy

  17. Marketing Strategy: Place • Export Products to Major Retail Stores • Ricardo Electro • Insinuante • High Volume Stores With Competitive Nature in the Electronic Industry • Selective Distribution Will Target Right Consumer • Selling in Category Killers • Vivo, • TIMClaro • Oi

  18. Marketing Strategy: Promotion • Increase Demand and Encourage Consumers • Mainly Using a PUSH Marketing Tactic • Retail Stores Are in Charge of Selling Otterbox to the Consumers • Trade Promotions • Push Product to the Retail Stores- Shelf Space & Volume • Social Couponing • 6.7 million Groupon users in Brazil • Discount Code Used to Track Effectiveness Source: (Knight, 2011)

  19. References About Otterbox: International. (2013). Retrieved from http://www.otterbox.com/international/international,default,pg.html About Otterbox: Our Story. (2013). Retrieved from http://www.otterbox.com/our-story/our-story,default,pg.html Convert United States Dollar to Brazilian Real . (n.d.). Retrieved December 3, 2013, from The Money Converter:http://themoneyconverter.com/USD/BRL.aspx Investor's Business, D. (2012, March 16). China to lead in smartphones. Investors Business Day. JMVDIGITAL, Inc. (2013). Otterbox Retail Packaging. Retrieved December 9, 2013, from http://www.jmvdigital.com/design/otterbox-retail-packaging/ North Colorado Business Report. Otterbox Launches Website To Expand International Sales, Lynn, 2013. Retrieved from http://www.ncbr.com/article/20130723/NEWS/130729976/0/EDITION08 Kligin, S. (2012, July 18). What Brazilian Consumers Want. Retrieved November 17, 2013, from http://latinlink.usmediaconsulting.com/2012/07/what-brazilian-consumers-want Knight, K. (2011, June 2). Latin Americans hitting coupon/deal sites hard. Retrieved December 6, 2013, from Biz Report: http://www.bizreport.com/2011/06/latin-americans-hitting-coupondeal-sites-hard.html The World Factbook. (2013, August 27). Retrieved October 17, 2013, from Central Intelligence Agency:https://www.cia.gov/library/publications/the-world-factbook/geos/br.html

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