Bandido Project 2004 Romania
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Transcript of Bandido Project 2004 Romania
Our Team
• Jose Tole do – Full Customs Guatemala• Emanuel Brasov – Entegrated processing USA• Florin Suciu – le club yahmala romania
• The new team of the agency company have atremendous experience in the following fields:– Coffee, Water, Wine ,Beer– Branding– Sourcing– Production– Marketing– Sales– Banking– entertainment
Bandido beer project 2001
• First painted bottle in romania
• First flavoured beer in romania
• Full support in media– Mcm tv– Mtv romania– Atomic tv
• Full marketing and advertising support– Own club at costinesti– 25 different items– Full bandido county set up
Total investment= $ 345k
Unique SellingProposition
Pure bottled water enhancedwith:
• Natural goodness of tea• Flavours which taste great• bandido’s Excitement!
‘ It’s an Unsweetened, Pleasurableway to drink 1.5L a day! ’
Why unique?• No European competition is
doing this today• Full support by guatemala
stories and products• Unique and great
First was the BigBANDIDO and wewere prepared forthe most wantedbeer in the world !This will be thesame with theBANDIDO coffee
Research Headlines
• High scores for priced purchaseintention from Guatemala
• 80% agree concept is good fitwith Latino style
• 70% would enjoy drinking it
• 60% expect to find it in the coffeeaisle
• 50% agree it could replace partof the coffee they drink
Why Start in romania?
Market•Large enough in Europe(€ 700 Million)
•Advanced flavoured waters
Brand•BANDIDO – for top quality
•DREAM coffee – for medium
•Want new innovation
Competitors•Don Café share 70%
•Activity is in low price andflavour sector
Supply Chain•Full control of distributionsystem through Aquila Part
•Both Modern trade andTraditional – 72,000 stores
Baneasa business City Test
• Why?– To determine price,
positioning, volume• How?
– Product shipped fromguatemala
– Bandido coffee shop open– Direct sales promo– Buy 4 get 1 free
What Does guatemalacoffee Bring?
• The top coffee in the world• The very intresting brand –
bandido• Released already in 2001• Kept active in top events in
2003, 2004, 2005 and later on in2010,2012
• Technology expertise byjose toledo
• Coffee at the best price withthe best quality !!!
• Support products – rom,fruits
The Launch Plan
Development• Concept• Product
PilotFull Mix City Test
in BUCHAREST
Q2 Q3 Q4 Q1 Q2 Q3 Q4
BANDIDO COFFEEcapacity in Romaniacomes on line
Full Launch inBistrita
2013 2014
$150K investmentfor set-up and startup in Q3 2013
Full Launch inROMANIA
Assumptions
• La Bonita bar: 4 parties /month• Guests: 1 per party• Consumers: 300 per party• New BANDIDOs: 30 persons• sales achieved: 30x4x10 = 1200euro/month•Potential in Q4 and Q1-2: 12x1200
Bandido parties
Key Parameters:• A TYPE – 4,000 EUROS• B TYPE – 3,000 EUROS• C TYPE – 2,000 EUROS
•ALL WILL BE SUPPORTED WITH MARKETINGAND ADVERTISING MATERIALS•COFFEE AND RED WINE•ROM AND TEQUILA IN GUN SHUTS•AND CAW RIBS!!•PICTURES, MOVIES, ON-LINE SUPPORT
Learnings FromCOMPETITION
• Slow Build– Distribution & visibility drive trial &
loyalty– Street warfare
• Created a NEW sector in COFFEE– High loyalty driven by brand and taste
• Use partners to build business
• GUERILLA MARKETING IN FIRST 3 QUARTERS
• DIRECT SALES IN RESIDENTIALS AREAS - PIPERA
REASONS OF CONSUMPTION
39%
51%
35%
25%
38%
28%
40%
13%
7%
15%
22%
18%
31%
29%
19%
34%
15%
11%
8%
4%
3%
4%
6%
4%
8%
7%
23%
9%
11%
5%
4%
34%
48%
6%
6%
7%
8%
14%
6%
3%
3%
9%
3%
10%
4%
5%
4%
4%
4%
6%
11%
6%
7%
15%
4%
31%
5%
17%
7%
9%
5%
6%T o get energy
T o pick me up
By habit
T o relax
T o take a break
For pleasure
T o begin the day
T o have something with my meal
I felt thirsty
Coffee Iced tea T ea Herbal infusion Water CSD M ilk Fruit / vegetable juice Others
(25%)
(14%)
(16%)
(22%)
(3%)
(3%)
(8%)
(9%)
(13%)
CHANNEL ARCHITECTURE
Category BEVERAGES, COFFEE AND SWEETS
In Home Out of Home
Direct Retail Travel Leisure Food Service
Grocery Drugst. Kiosks
Home vending
TeleShopping
Mail Order
InternetSupermakets
Club Stores
Cash&Carys
Conveniencestores
Discounters
Hospitals
Schools
Factories
Universities
Age Homes
Offices
Prisons
Army
GasStations
SportsAcademy
GymsCinema
Theatre
Parques
Video Rental
Clubs/Bars
Hotel/Motel/Flats