1. Introduction to Marketing – Group Final Project
November 8th, 2012
Brian Lee
Christiane Poppi
Donna Chan
Jeffrey Tang
Lisandra Maioli
Whitney Watts
1

2. Background
2

3. Guaraná Antarctica is a guarana-flavored
Guaraná Antarctica
soft drink hailing from Brazil (InBev/AmBev).
3

4. One of the 15th best-selling soft drink
brands in the world, Guaraná Antarctica
celebrated 90 years in 2011.
4

5. Brazil is the third largest consumer of
soft drinks in the world
5

6. In 2003, Brazilians favored cola directly followed
by guaraná
6

7. Soda competitors
Coca-Cola
currently holds the
leading position in
the Brazilian soft
drink market
1st 2nd
7

8. Guaraná competitors
Coca-Cola
launched Kuat, its
guaraná-flavored
competitor.
1st 2nd
8

9. While Guaraná Antarctica run to be the first soda in Brazil,
1st 2nd
1st 2nd
Coca-Cola tries to lead the guaraná-flavored market share.
9

10. Consumers of Guaraná Antarctica are young
adults (15-34), middle class and up,
Brazilian nationalists/patriots and
sport fans.
10

11. Marketing Mix
11

12. PRODUCT: 100% Brazilian, not too sweet,
refreshing, natural energy, made by a real fruit
(guaraná) from Amazonia
12

13. Guaraná
Fruit/logo
Brazilian
green/yellow
13

14. Different types of Guaraná Antarctica…
14

15. … and a variety of packaging.
15

16. PRICE: in Brazil, the products have a reasonable
and competitive price. In contrast, as
internationally imported product is expensive.
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17. PLACE: InBev has its own guaraná farmer in
Amazonia. More than 1 million of point of sale in
the country.
17

18. PLACE: An operational deal with Pepsi Co. will
allow the international bottling and distribution
of the soft drink, which has been produced in
Portugal and Spain since 2001
18

19. UK
Canada Portugal
Europe
EUA
Argentina China
Japan
Australia
19

20. PROMOTION: Since 2001, Guaraná
Antarctica has been the official Brazilian
Soccer Team sponsor
20

21. 21

22. 22

23. 23

24. Ad Analysis
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25. KEY ELEMENTS OF THE COMMUNICATION
•A original drink produced in Brazil
(slogan: "Original from Brazil")
•An energy drink, because of the active
ingredient of guaraná (slogan: "Contagious
Energy")
•Their involvement with sports, especially
soccer – the Brazilian passion (slogan:
"The Brazilian Soccer Team Sponsor")
25

26. Guga, tennis player Ronaldo, soccer player
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27. Guga batting a Guaraná Antarctica can
2002
27

28. Guga batting a Guaraná Antarctica can
2002
Kuat Ad 28

29. Guaraná Antarctica teasing Coca-Cola
2002
29

30. Guaraná Antarctica teasing Coca-Cola
2002
Guaraná Antarctica Ad 30

31. Coca-Cola (Kuat) and AmBev (Guaraná Antarctica)
had to make an agreement to stopping to
make an agreement
tease each other through Ads (Conar)
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32. S.W.O.T
Analysis
32

33. STRENGTHS
• Large following in Brazil, Japan, and
Portugal
• #1 in Brazil for guarana-flavored soft
drinks in Brazil
• Top 15 most sold soft drink in the world
• Unique reputation and intense loyalty for
being “the drink” of Brazil
• Anheuser-Busch InBev’s vast infrastructure
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34. WEAKNESSES
• Direct competition with Coca-Cola
• Faces market maturity in regards to
product life cycle
34

35. OPPORTUNITIES
• Great exposure among young soccer fans
• The product continues to grow
• Find new opportunities by creating variations
of products & new strategies
35

36. THREATS
• Coca-Cola has been Guaraná Antartica’s biggest
competitor in the market
• Have tried many times to take away Guaraná
Antartica’s market share
• Fanta
• Taí
• Kuat
36

37. Recommendations
37

38. RECOMMENDATIONS
•Expand to Norway, Croatia, the Netherlands,
Uruguay, Cyprus, Iceland, and Scotland
 Avoid head on competition
 Conduct market research
 Consider the cultural environment of these
new markets
 Incent early adopters and innovators
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39. RECOMMENDATIONS
• FIFA World Cup in 2014 in Brazil
• Possible expansion in the US through
sporting event sponsorships and social media
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40. CONCLUSION
Overall, Anheuser-Busch InBev’s Guaraná Antarctica
must continue to innovate in order to
survive globally.
To capture more market share, Anheuser-Busch InBev must
find new opportunities by creating variations of
Guaraná Antarctica and developing new
strategies for a creative marketing mix that meets its
target market needs.

41. Introduction to Marketing – Group Final Project
November 8th, 2012
Brian Lee
Christiane Poppi
Donna Chan
Jeffrey Tang
Lisandra Maioli
Whitney Watts
41