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Jenny Kim

on 30 April 2015

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Transcript of BRAZIL

• Brazil's rapid fertility decline since the 1960s is the main factor behind the country's slowing population growth rate, aging population, and fast-paced demographic transition.
• Brasilia has not taken full advantage of its large working-age population to develop its human capital and strengthen its social and economic institutions but is funding a study abroad program to bring advanced skills back to the country.
• The current favorable age structure will begin to shift around 2025, with the labour force shrinking and the elderly starting to compose an increasing share of the total population.
• Well-funded public pensions have nearly wiped out poverty among the elderly, and Bolsa Familia and other social programs have lifted tens of millions out of poverty.
• More than half of Brazil's population is considered middle class, but poverty and income inequality levels remain high; the Northeast, North, and Center-West, women, and black, mixed race, and indigenous populations are disproportionately affected.
• Disparities in opportunities foster social exclusion and contribute to Brazil's high crime rate, particularly violent crime in cities and favelas.
• Brazil has traditionally been a net recipient of immigrants, with its southeast being the prime destination.
• After the importation of African slaves was outlawed in the mid-19th century, Brazil sought Europeans (Italians, Portuguese, Spaniards, and Germans) and later Asians (Japanese) to work in agriculture, especially coffee cultivation.
• Recent immigrants come mainly from Argentina, Chile, and Andean countries (many are unskilled illegal migrants) or are returning Brazilian nationals. Since Brazil's economic downturn in the 1980s, emigration to the United States, Europe, and Japan has been rising but is negligible relative to Brazil's total population.

Claudia Borgognoni, Evgeniya Kim, Victoria Ribeiro Falcao, Pattawee Nambutr
• Population: 202,656,788 (July 2014 est.)
• Population growth rate: 0.8%
Major Cities Population
country comparison to the world: 198
Demographic Profile

Luxury Market
Sao Paulo and Rio de Janeiro main spots for luxury
high taxes are an obstacle to customer base enlargement
Brazilians prefer to shop abroad especially in NYC and Miami
the consumer is mostly men (54%) from 36 to 45 years old
they are very loyal customers and they want the product available in store when they visit it. Moreover they like to customise their purchases and they prefer exclusive collections made by the brand only for Brazil
Main competitors of
in the Brazilian luxury goods market:
Michael Kors, Tory Burch, Coach
Kate Spade New York.

The marketing strategy for Mulberry to enter the luxury goods market in Brazil will consist of
premium entry pricing strategy
, positioning the brand as affordable luxury goods, just as its main competitors mentioned. Mulberry will bring to the new market its range of with bags, leather goods, accessories.

Consumer Behaviour
What they buy
Accessories, perfumes, cosmetics, shoes, handbags, clothing, also property and cars
Tastes and Behaviour
Growth of the Brazilian middle class has aspirational consumer behaviour; mimic traditional consumption, which leads to consume renowned brands.

How do they shop
Prefer to shop in shopping centers, malls not on the street
What make them different from other countries
The consumers need the high standard requirements in services of local customers. They prefer to buy products on the installment even though the can afford to purchase without it
The same luxury handbag can often cost 50% more in São Paulo than in New York

A strong currency and a loosening of visa restrictions are already transforming Brazilians into avid international shoppers, with many choosing to shop abroad.

Therefore, the appropriate marketing strategy for Mulberry to enter the luxury goods market in Brazil will consist of Premium Entry Pricing Strategy
Where is the highest point in Brazil?

a) Ipanema b) Pico da Neblina c) Minas Gerais

When is the Brazil official birthday to celebrate their independent?

a) September 7, 1822 b) August 9, 1833 c) October 8, 1844

What is the name of Natives of Rio de Janeiro?

a) Ipanema b) Carioca c) Majibara

What is the signature song of Brazilian bossa nova?

a)The Girl from Ipanema b) The Boy from Pico da Neblina c) The woman from Rio
What’s the capital of Brazil?

a) Rio de Janeiro b) Brasília c) São Paulo

Who’s the current president of Brazil?

a) Luiz Inácio Lula da Silva b) Aécio Neves c) Dilma Roussef

What is the approximate Brazilian population?

a) 200 million b) 250 million c) 180 million

Which is the largest major city?

a) São Paulo b) Belo Horizonte c) Rio de Janeiro d) Brasília
Which brand was not considered as a competitor of Mulberry?

a) Tory Burch b) Michael Kors c) Calvin Klein d) Kate Spade NY

Which Brazilian city is home to the famous Copacabana and Ipanema beaches?

a) Brasilia b) Fortaleza c) Rio de Janeiro d) Sao Paulo

Which Brazilian soccer/football star has the most goals in appearances with Brazil’s national team?

a) Pele b) Roberto Carlos c) Ronaldo d) Ronaldinho

Name the type of government in Brazil?

a) Constitutional monarchy b) Socialist Republic c) Parliamentary democracy d) Presidential Federal Republic
Where is the place that Brazilian consumers prefer to shop?

a) Shopping centres /malls b) High streets c)Flagship stores

What is the reason why Brazilian prefer to choose shopping abroad?

a) more choices b) price c) the authenticity of the products

What make Brazilian consumers different from other countries?

a) high purchasing power b) prefer to buy products on the instalment c) high knowledge about brands

What is the opportunity for the brands to expand in Brazilian market?

a) celebrity endorsement b) social medias c) lower price line and diversified product
Full transcript