International Marketing in Puerto Rico

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Lovers
Exporting to Puerto Rico

2012

Names: Katherine Elvilia (1086936)
MIzsharry Martis (1086901)
Zhixin Wu (1086235)
Annemarie Pieternella (1086677)
Course: International marketing
Teacher: Mrs Evans
11/28/2012

Table of content

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Company profile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Product description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Market Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Opportunities & Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Potential market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Product & Brand management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Pricing strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

Distribution channel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Reference list . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Introduction

Lovers company is a company that makes a variety of products, such as ice, juices, ice cream and more. We are going to focus on the Lovers product juice. Our purpose is to export the Lovers juice to Puerto Rico and to do that, we need a marketing strategy. Lover’s premium juice is one of the best juices in Curacao that is actually produced in Curacao, they make it of pure fruit from concentrate and has a great variety of flavors. And we think that nowadays people likes to drink juices made of pure fruit and they also like to have the opportunity to choose, so there must be different options, flavors. And that’s why we came up with the idea to export Lover’s premium juice to Puerto Rico. To introduce our product we thought that we could make a (mini) commercial on the television and that we can put some posters at the supermarkets and stores that are going to sell our product. In this report we are going to describe how we are going to market the product. But first there will be a brief description of the company, followed by the products profile then we will tell you how the marketing environment is like. After that follows the opportunities and the strategy and lastly our management and marketing, under which falls the pricing, distribution channel and promotion. A conclusion will be given at the end of the report.

Company profile

Lovers was founded in 1977 by Oswald van der Dijs. It started with semi-industrial production of ice cubes called Love Ice and it basically pioneered the ice industry in general. They got a new automated plant and continued developing the market and were a substitution for import of small ice makers. In 1989 the company decided to diverse...
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