Chile Final PPT

8/2/2019 Chile Final PPT

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Chile

Kristin Mol, Scott Hardin, & Gabe Delnick


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Background

16.8 million people

95.4% of the population is white-Amerindians

Oral hygiene market increased 4%

annually


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Economy

Sector GNP %Agriculture 2.6Fishing .8Mining 16.4Manufacturing 12.7Electricity, gas, water 5Construction 8Retail 9.4Transportation 5.8


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Economy

GDP- $164,616 Million USD

Rate of Growth- 3.5% annually

Average per capita income- $15,400

Distribution of wealth

Lower class -57% of population

Middle class- 31 % of population

Upper class- 12% of population


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Major Industries

Copper

Timber

Iron nitrate

Precious metals

Hydropower


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Marketing Plan

Toothpaste


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Target Market

Young families

Concerned with price

Bulk Not a lot of disposable income

Single people

Concerned with health Higher paying jobs

Disposable income


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Product Evaluation

Advantage

Bulk Toothpaste (save money)

Whitening Toothpaste (create image)

Compatibility

Fulfills cultural need

Fills target market needs

Trial ability

Tested with minimal risk


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Distribution

Retail

Grocery stores

Gas stations Specialty stores

Wholesalers


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Advertising & Media

Basic Message

Family based target market: Get more for your money

Single based target market: Does your health matter to

you? Radio

3 spots per day

Internet

Banner ads

Company website

TV

2 spots per day


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Advertising Budget

$394,000$274,700

$25,800

TelevisionRadio


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Advertising Budget

Television:

$30,000 to produce ad

$500 per spot @ 2 per day= $7,000 per week x 52 weeks= $364,000per year

Internet:

$150 per month Website maintenance x 12 months= $1,800

$2,000 per month banner ad cost x 12 months= $24,000

Radio:

$850 to produce the ad

$250 per spot @ 3 spots per day= $5,250 per week x 52 weeks=$273,850 per year

Total Advertising Budget- $694,500/year


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Sales Promotion

Coupons

Newspaper inserts

Online Sampling

Dentists Offices

Retailers


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Packaging

Tubes

Health based

Smaller quantity

Pumps sealed

More for less Focused on quantity


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Pricing Strategy

Estimated gross income: $18.1 million

Gross Margin ratio: 32.6% (50% markup)

Large economy pump: $2.75 US or 1,480 Chileanpesos

Medium economy pump: $2.15 US or 1,102 Chileanpesos

Medium Health Tube: $2.60 US or 1,333 ChileanPesos

Small Health tube: $2.30 US or 1,179 Chilean Pesos


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Questions orComments?

Kristin Mol, Scott Hardin, & Gabe Delnick

Documents

Chile Final PPT