Final Project - Part 2: Camu camu craft beer

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GLOBAL MARKETING MANAGEMENT

Final Project - Part 2: Camu camu craft beer

Presented by:

Caballero Torero, Haru Ximena Andrea

Espinosa Diaz, Paloma

Sánchez Morán, Manuel Antonio

Gana, Wassim

Shida, Yu

Professor:

Bernard Meunier

Lima, June 2023

1. Executive summary

The product developed for the present project is JungleFizz, a camu camu craft beer. The market opportunities for Camu camu beer are significant. As the craft beer market continues to expand, consumers are increasingly interested in innovative flavors and distinct beer offerings. Camu camu beer has the potential to stand out in this competitive landscape due to its unique flavor profile and health benefits. Additionally, the popularity of fruity beers, particularly among the younger generation, presents an untapped market segment that camu camu beer can cater to.

The product strategy for JungleFizz is to offer a unique and unforgettable drinking experience by combining the refined art of craft brewing with the exotic flavors of the camu camu fruit. The beer targets the Spanish market, particularly “beer geeks” (enthusiasts) who appreciate quality, authenticity, and are open to exploring new and unique flavors. The strategy involves standardization with some local variations to cater to the foreign market, while maintaining the product's originality. Packaging and labeling focus on protection, brand identification, and compliance with EU regulations. Sensory branding aims to create a captivating visual, aromatic, and flavor experience that reflects the vibrant nature of camu camu and craft beer. The price strategy follows a skimming approach, taking into account market circumstances, customer sensitivity, and competitive conditions. Distribution strategies include retail stores, specialized liquor stores, and craft breweries. Promotion strategies aim to create brand awareness and encourage product trial through messaging that emphasizes uniqueness, taste exploration, and the exotic essence of camu camu. Finally, a simple but exhaustive enough marketing budget is detailed in order to support the whole strategy and its respective actions and initiatives.

1. Product strategies

The product developed for the Spanish market is a camu camu craft beer, branded as JungleFizz, an alcoholic beverage that mixes the refined art of craft brewing with the exotic detail of a delicious fruit from the jungle of Peru. This beer would tempt taste buds with its extraordinary fusion of flavors, creating a truly unforgettable drinking experience. It would be given a delightful tartness and tanginess by the main ingredient, camu camu. Also, the camu camu's naturally high concentration of vitamin C would add another layer of appeal to the beer's distinctive flavor profile, as beer connoisseurs (“beer geeks”) would be enthralled to savor this inventive brew's unique flavor repeatedly because of the way it enchantingly combined jungle fruit and beer traditions. Overall, what we believe will truly differentiate JungleFizz is its extraordinary originality and capacity to provide an incredibly novel drinking experience. As craft beer is becoming more and more popular in Spain (and worldwide), the

release of a camu camu craft beer would offer consumers an intriguing and unorthodox flavor profile, capturing the attention of Spanish beer enthusiasts and offering them a unique and refreshing choice that stands apart from the crowd.

To enter the Spanish market we will follow a standardization (product-driven) strategy. This, because we want to leverage on economies of scale, international standards (if subsequently we seek to expand in the EU), the exotic appeal of the product and, very importantly, maintaining the characteristics that make our beverage unique (camu camu scent and taste). However, it is undeniable that we must make some adjustments in order to adequately approach the foreign market we seek. In this sense, we will follow a core-product approach, which means making some local variations to the product while keeping its uniformity.

Regarding packaging and labeling, its main objectives are to protect the product from harm during handling, storage, and transportation; as a means of brand-identification and differentiation; and to convey information, as it displays essential details and complies with regulations. For JungleFizz we will only consider primary packaging, which will consist of a glass bottle of 33cl (330ml). Regarding the labeling, its color will be soft-dark, making contrast with a pinkish reddish hue that represents the color of the essential component of our beer: camu camu. In addition, we must comply with the following EU regulation regarding labeling for an imported alcoholic beverage: name of the product, net content, alcohol by volume (ABV), ingredients list, allergen information, manufacturer name and address, best before date and responsible consumption warning (European Union, 2022). We will also include a stylized illustration of the camu camu fruit, information related to conservation conditions and a seal and description of Peru as the country of origin of the product (mainly to highlight the exotic and unique appeal of the beverage). The product description and composition (ingredients list) can be found in the Appendix section. Finally, as both Peru and Spain have the same official language —which is a great advantage—, no further modifications have to be made in this regard.

In respect of sensory branding, it will focus on creating a captivating visual, aromatic, and flavor experience. Using the previously described colors and patterns that evoke the exuberance of the fruit, the label and bottle design will reflect the camu camu's vibrant tropical nature, mixed with the art a craft beer represents. The beer's scent will have roasted malt aromas, as well as a citrusy and fruity finish with distinct camu camu notes that arouse the senses and impart a feeling of freshness and vitality. When it comes to taste, our beverage will provide a distinctive fusion of flavors: the reviving acidity and slightly sweet

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