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PEANUT BUTTER
TO CHILE
Product features
The containers of peanut butter in two
presentations will be the first in a plastic
jar (similar to a tomato sauce jar) in a
pack of 500 grams.
This product presentation will be in a
plastic cup which will have a label with
the product name, barcode, label it will
further product information, necessary
for consumers.
MISSION
LABELING
Products commercialized in
Chile must be labelled with:
Information must be
provided in Spanish.
PROMOTION STRATEGY
Advertising, which is any paid form of
non-personal presentation and
promotion of ideas, goods, or services
by a well-defined sponsor.
MARKETING OBJECTIVE
E-COMMERCE
National e-commerce will exceed two
billion dollars, with annual rates growth
from 20% to 30%.
USERS
MARKETING ENVIRONMENT
Jif must consider the external factors that the
Company will be facing and, will then need to take a
passive approach when entering the Chilean market
by adapting their product to meet the needs of the
consumer.
Micro-environment
It is imperative that Jif hires and trains a strong
international sales team to build long term relationships
with the retail stores that will be selling their product in
Chile.
JIF should consider engaging in co-branding with grocery
stores currently in Chile.
Jif needs focus marketing efforts not only on inducing
consumer trial of peanut butter, but also on creating
brand recognition to keep their specific product in high
demand at retail stores.
Macro- Environment
Social Factors
Legal and Trade Factors
Chile has a relaxed import policy with lose international trade
restrictions, encouraging goods to be imported and traded openly.
Price is a very important factor due to the open and competitive climate in
the Chilean market.
Companies that choose to import their products into Chile must be as
competitive as possible with price, and adjust their margins in order to
compete and gain market share
Option of switching focus from price to added value by differentiating the
product from all other available substitutions
Jif would need to connect with the customer that they are serving to
justify the higher price
over 25% of the Chilean population is obese and they are willing to
pay more money for healthier substitutions that are more natural
and will contribute to their overall health and well-being according to
the Organization for Economic Co-Operation and Development
The average Chilean is working much longer hours. They are willing to pay a
premium for healthy pre-packaged food items that can be easily consumed
on-the-go
For an 18oz. jar, just about 500 grams, Jif should charge about 1,680 CLP,
which is in line with the current price in the U.S.
CHANNELS OF DISTRIBUTION
..
Product distributed to supermarkets, markets, convenience stores
and businesses around the country
Jif will distribute to the leading supermarkets and hypermarkets in
Chile such as Wal-Mart Chile, Cencosud, Unimarc and Tottus
By entering the market with well-known supermarkets, the product
will be marketed effectively and offered on a favorable scale
Sales in supermarkets and hypermarkets reached $17.9 billion in
2013 accounting for 62% of the market's overall value
With the recent rise in disposable income of Chilean consumers, a
wide variety of products are now being offered in grocery retailers
As peanut butter produced by the United States is rare in Chile, the
recent purchasing trends of consumers support the market entry of
Jif peanut butter in grocery retailers all around the foreign country
In addition to supermarkets, Jif will provide this product to
businesses, restaurants and specialty shops to further penetrate the
market and develop prosperous partnerships.
Corporate Social
Responsibility (CSR)
Overview
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used in packaging
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