Country Audit Brazil

Consumer Audit & Strategies to Sell Cosmetics Manufactured in the United States to the Brazilian Consumer

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Author: Shane P.

Consumer Audit & Strategies to Sell Cosmetics Manufactured in the United States to the Brazilian Consumer

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Author: Shane P. Comer

Contents

Executive Summary 2-4

Country Profile 4

Political Profile 4-5

Economic Profile 5-6

Demographics & Labor Markets 6

Business Environment Profile 6-7

Brazilian Culture 8

Social Stratification 8-11

Market Definition 11

Market Value 12

Market Volume 12

Product Category Segmentation 12

Market Share 12-13

Market Distribution 13

Market Value Forecast 13

Forces Driving Competition 13-15

Market Segmentation 15-18

Consumer Needs/Behavior 18-19

Consumer Involvement 19-20

Product Positioning/Pricing 20

Product Packaging 21

Distribution Strategy 21

Product Promotion 22

Testing For Product Satisfaction 22

Recommendation 22-23

Consumer Audit & Strategies to Sell Cosmetics Manufactured in the United States to the Brazilian Consumer

Executive Summary

Brazil is one of the fastest growing emerging markets for cosmetics and personal beauty products. Unlike in the United States and Europe, cosmetics in Brazil are mostly sold through direct vendors, not at the shops where global brands are sold, which has played a crucial role in the decision to sell US manufactured make-up products in Brazil (Datamonitor, 2011). This report will examine the benefits of selling US manufactured beauty products internationally-specifically in Brazil, and the strategies that will be needed to penetrate the Brazilian retail market, tailor the products to Brazilian women, and change how...