Marketing Entry Plan in Latin America, Essay Example

The main objective is to enter Chile, Brazil, and Argentina or Mexico to set up a toothpaste manufacturing plant. Our strategy is to begin business where little competition exists so as to become the main provider of the product. To strategically enter each country, it is therefore necessary to determine the hold that the competitors have on the market in each country. In Chile, Colgate-Palmolive Chile SAis the leader of oral care with a 26% value share.Procter & Gamble is also present in Chile, with its product Oral-B in Chile; this provides Procter & Gamble with a share of 11% in total oral care. Currently, Unilever Chile HPC is losing its leading position and shrinking from 25% in 2011 to 22% in terms of value. In Brazil, the Unilever brand is also the most popular, followed by Colgate. In Mexico, the government recently passed an act that does not require toothpaste to undergo regulatory screenings, which lowers the quality of the available product. It may therefore be useful to introduce a safe, cheap product into this country. The leading competition is Colgate-Palmolive de México with a 49% value share.

Since many of the companies in Latin America originated overseas, it would be beneficial to the marketing aspect of the project to create a brand of toothpaste that appears to be uniquely Latin American. The target market will be individuals who believe that American companies who care more about making profit than the well-being of the individual should not profit from their business. The 4 P’s for the product in each of the target countries will be as follows:

Product: The product will be fully manufactured in Latin America in addition to all support services. To make it stand out, it will be sold in a larger quantity than competitor toothpastes.

Place: The marketing team will get the toothpaste to be sold in stores alongside its competitors.

Price: The price of the product will equal that of competitors.

Promotion: Coupons will regularly be offered during product launch. Advertisements with sale prices will be put in magazines and newspapers. The company will sponsor important events, such as big soccer games.