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Latin America

Latin America. Argentina, Brazil, Chile, Mexico, Venezuela. Latin America. Common Marketing Trends in Latin America. Economics - developed/developing economies - uneven distribution of wealth Demographics - high urban population - young population Language - Spanish, Portuguese, English

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Latin America

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  1. Latin America Argentina, Brazil, Chile, Mexico, Venezuela

  2. Latin America

  3. Common Marketing Trends in Latin America • Economics- developed/developing economies- uneven distribution of wealth • Demographics- high urban population- young population • Language - Spanish, Portuguese, English • Religion and Culture- Roman Catholic- High context culture • Legal and Business Requirements- Latin America Free Trade Association (LAFTA) • Environment-lack of clean water

  4. Mexico • Size and Growth of Soda Market- 16 billion liters consumed - increase in sales • Major Players in Soft Drink Industry- Coca-Cola- Pepsi • Dietary issues, taste preferences, attitudes- most obese country- soda tax- lack of clean water- health conscious movement

  5. Venezuela • Size and Growth of Soda Market- decrease in sales- Law of Costs and Fair Prices • Major Players in Soft Drink Industry- Coca-Cola- Pepsi • Dietary issues, taste preferences, attitudes- soda is perceived to be a luxury product- RTD teas are an emerging product- unaware about health and nutrition

  6. Brazil • Size and Growth of Soft Drink Market- 17% increase in 2012- Projected to increase even more due to the World Cup 2014 and Olympic Games 2016 • Major Players in Soda Industry- Coca-Cola, Pepsi, Kraft- Ambev • Dietary issues, taste preferences, attitudes- healthier alternatives such as tea or fruit juice- Coca-Cola is purchased for the brand name and status

  7. Argentina • Size and Growth of Soft Drink Market- decrease in consumption - high inflation • Major Players in Soft Drink Industry- Coca-Cola-AguasDanone • Dietary issues, taste preferences, attitudes- increased consumption of flavored water, RTD tea- Soft Drinks are perceived to be a luxury- Consumers are looking for bulk or refillable products

  8. Chile • Size and Growth of Soda Market- total volume and sales increase • Major Players in Soda Drink Industry- Coca-Cola- EmbotelladorasChilenasUnidas • Dietary issues, taste preferences, attitudes-rise in obesity-health conscious movement-push for more fruit/vegetable juices, tea, water

  9. Summary • Health conscious movement • Good Opportunities: Chile, Mexico, Brazil • Lack of opportunities: Argentina and Venezuela

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