Estrategias De Marketing

International Marketing
Lisa Wines

Writing The Plan: Competition Domestic and Destination Markets

Your Product Competition: Answer These Questions
• Who is the domestic (country of origin) competition for your product?
– – What is their market share compared to you (what % of the market do they have compared to you)? If they are not selling in your target country, why do you think theyare not? What is their market share? How long have they been exporting to your target country? How do your features/benefits compare to yours? What are all the reasons why you think your product will be able to at least compete with theirs, or maybe even sell more than theirs? How will your price in the target country compare to theirs?

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Who is the competition for your product in theimport country?
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My Product's Competitors: Domestic
• Herdez is the best competitor to El Pato in the US & in Mexico Similar style of can Pure ingredients Authentic Mexican taste Also used by Mexican cooks +/- 2x the price of El Pato

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My Product's Competitors: Destination Market
• Casa Fiesta (Bruce Foods) is a common Mexican food/salsa brand in Paris grocery stores.It's terrible. It also retails in America for 2.59 for 16oz, which is 2x the size of the El Pato can. So, a comparable size of Casa Fiesta would cost 1.30, compared to El Pato retailing at .55. It was priced at 2.95 Euros for 315g (11.11 oz.) on twenga.fr, or .27/oz

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My Product's Competitors: Destination Market
• Old El Paso (General Mills product) is the other common salsa andMexican food brand found in French grocery stores. It's also terrible. Its comparable price to El Pato in the US is 1.05 (dollars) for 7 oz. Casa Fiesta on telemarket.fr – 3.25 Euros for 312g (11 oz.), or .30/oz

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My Product's Competitors: Price Comparison Conclusion
• • • • • • Our pricing exercise put El Pato at 1.13 Euro for a 7oz can in a retail store in Paris, or .16/oz Casa Fiesta =2.95 = .27/oz Old El Paso = 3.25 = .30/oz Shoppers don't regularly do this level of math. But oz by oz, El Pato wins the price test. But a much more important thing is that 1.13 looks much more appealing than 2.95 or 3.25, especially with such a small difference in size of the can/jars It's less of a risk to take to try something new.

My Product's Competitors: Price Comparison
Price is anotherdifferentiator. “The price of the Southwest brands is perhaps double or more the price of the more authentic [Mexican] brands,” Hernandez says. “They’re more gourmet and more regional. The packaging is more appealing—not to the expert or heavy user—but for gifts or unique mixed ingredients.” Hernandez says the brands imported from Mexico are better known to Hispanic consumers, and to first andsecond generation Mexican Americans in the US. But he says they also appeal to Anglos who like authentic Mexican flavors. He feels that Mexican brands like Herdez, La Costena, and La Victoria, with their traditional ingredients, trade on their credibility and name recognition. “Hispanic and Mexican customers buy because of nostalgia,” he says. “They remember the brands because they have been aroundfor two or three generations. These are names they recognize. They are more authentic.” “Two-thirds of our sales are to Anglo consumers,” Hernandez says. “But in terms of dollars, it’s 50/50. The Hispanic market recognizes the brands more and buys more volume. Many of the Anglos are looking for authentic brands that they don’t find where they live.” As he points out, “It’s hard to have nationaldistribution because of the system of channeled distribution which makes it very expensive to introduce new products nationwide.” http://www.brandchannel.com/features_effect.asp?pf_id=401

Ingredients & Authenticity
Ignacio Hernandez is president of MexGrocer.com, a bilingual online grocery store for authentic Mexican food. He told us, “Salsa is not necessarily an ingredient or taste or flavor...