Marketing a Local Brand Overseas
Executive summary:
1.0 Introduction:
With this research we want to demonstrate why we could market Tecate beer in the country of Brazil. Tecate is a local beer distributed by the Mexican company Cuauhtémoc Moctezuma Brewery (Spanish: Cervecería Cuauhtémoc Moctezuma) which has operating brewing plants in Monterrey, Guadalajara, Toluca, Orizaba, an Chihuahua, producing several beer including Dos Equis, Sol, bohemia, Superior, Carta Blanca, Indio, and Tecate among others. I choose this brand because it is a very well-known brand in Mexico, besides Cuauhtémoc Moctezuma Brewery has already made business in Brazil with their beer Corona. The biggest productor of beer in the world, AB InBev, started importing Corona from Mexico to sell it in Brazil as a “super premium” product. The prices of these types of beer are revolving in between the three or five dollars, and because Brazil not only has a 15 to 20 percent of its total market in beer, but it is also the third biggest beer production of the world. And to complete the points in favor Brazil spend 5.5 million of dollars in imported beer this is because the community from Brazil uses this beverage as a common companion for their meals when going out in groups. The expectative of the essay is to prove that we could market Tecate in Brazil and that this is a better option rather than to market it in Russia, that would be more expensive and give the company Cuauhtémoc Moctezuma less profit than in Brazil.
2.0 Methods
To reach the conclusion that Tecate was the best brand to market outside form Mexico, in Brazil I first looked to how it was developing in other countries, it is the second Mexican leading beer in the USA (statista.com) behind Corona which is the one already being marketed in Brazil. Although this gave me a pretty good idea, it was not enough to ensure the popularity of this beer; I conducted an interview in my community to see which one was the favorite beer for my local population. It revealed that Tecate
1.0 Introduction:
With this research we want to demonstrate why we could market Tecate beer in the country of Brazil. Tecate is a local beer distributed by the Mexican company Cuauhtémoc Moctezuma Brewery (Spanish: Cervecería Cuauhtémoc Moctezuma) which has operating brewing plants in Monterrey, Guadalajara, Toluca, Orizaba, an Chihuahua, producing several beer including Dos Equis, Sol, bohemia, Superior, Carta Blanca, Indio, and Tecate among others. I choose this brand because it is a very well-known brand in Mexico, besides Cuauhtémoc Moctezuma Brewery has already made business in Brazil with their beer Corona. The biggest productor of beer in the world, AB InBev, started importing Corona from Mexico to sell it in Brazil as a “super premium” product. The prices of these types of beer are revolving in between the three or five dollars, and because Brazil not only has a 15 to 20 percent of its total market in beer, but it is also the third biggest beer production of the world. And to complete the points in favor Brazil spend 5.5 million of dollars in imported beer this is because the community from Brazil uses this beverage as a common companion for their meals when going out in groups. The expectative of the essay is to prove that we could market Tecate in Brazil and that this is a better option rather than to market it in Russia, that would be more expensive and give the company Cuauhtémoc Moctezuma less profit than in Brazil.
2.0 Methods
To reach the conclusion that Tecate was the best brand to market outside form Mexico, in Brazil I first looked to how it was developing in other countries, it is the second Mexican leading beer in the USA (statista.com) behind Corona which is the one already being marketed in Brazil. Although this gave me a pretty good idea, it was not enough to ensure the popularity of this beer; I conducted an interview in my community to see which one was the favorite beer for my local population. It revealed that Tecate