Powtoon presentation
Business Plan
Members:
Abrazian, Assadour
Baculima, Pablo
Fischer, Julia
Iacobellis, Graziana
Ricci, Giovanni
Sacco, Francesco
Tufan, Chiara
Varano, Chiara
Teachers:
Ferrari, Carolina
Forrester, Diego
Ramos, Silvina
Resumen Ejecutivo
https://www.sambazon.com/born-of-the-amazon/ <- empresa
https://www.gtai.de/GTAI/Content/EN/Invest/_SharedDocs/Downloads/GTAI/Industry-overviews/industry-overview-food-beverage-industry-en.pdf interesting for everyone! <- market
ÍNDICE
OFFICIAL GENERAL FORMAT GUIDELINES: ->Webcampus
Total length: Less than 60 pages, annexes included.
Language and Format: English, Arial 12. Line spacing: single. Alignment: Justified.
Every key research date and piece of information must have their corresponding footnote with their source reference.
__________________________________________________________________
· Cover Page.
· Índex.
· Chapters I - IX.
· General References
· Annexes
· Chapter I. Executive Summary
(the final versión can only be written at the end, whatever you write earlier will be regarded as a draft)
A1. Summary Description of the Business
A2. The Opportunity and Strategy.
A3 The Target Market and Projections
A4. The Competitive Advantage
A5 The Economics, Profitability, and Harvest Potential
A6. The team. The Board and Human Resources.
A7 The Offering. Business plan objective.
· Chapter II. The Industry, the Company, and Its Products or Services (pablo and assa) A. The Industry B. The Company. C. The Products or Services.
D. Entry and Growth Strategy Pablo
E. External Factors analysis. Pest Chiara/Julia
F. SWOT Assa
· Chapter III. Market Research and Analysis A. Customers. Chiara B. Competition.
C. Market size potential. Chiara Estimated Market Share and Sales evolution Falta
D. Industry Analysis. Michael Porter´s 5 Forces Chiara/Julia
· Chapter IV . Marketing Plan → A. Overall Marketing Strategy description. B. Product portfolio evolution. Product / Service description and warranty policies. C. Pricing evolution. Pricing strategy. D. Promotion strategies. E. Sales tactics F. Place. Distribution strategies.
· Chapter V. The team. Board and associates. A. General overview of the Organization chart. Total employees B. The Board and managers.
· Chapter VI. Operations management A. Geographic Location B. Lay out of the Premises, machinery and equipment Facility and capacity improvement.
C. Plant, Operating employees. General employees headcount and key HR policies.
· Chapter VII. Financial projections A. Profit and Loss Forecasts. B. Proforma Cash Flow projections. D. Main costs and expenses
E. Assumptions used in the statements, calculations and supporting information.
· Chapter VII. The economics of the business A. Profitability. Gross and Operating margins. B. Financial metrics, IRR , NPV. C. Fixed and variable costs D. Breakeven point calculations or chart
· Critical risks and main problems. Ranking and how to mitigate them.
·
Capitulo I: LA EMPRESA Y LA INDUSTRIA (pablo and assa)
A.THE INDUSTRY
The report, titled "Acai Berry Market: Global Industry Analysis & Opportunity Assessment, 2016-2026," estimates that in 2016, more than 300,000 tonnes of acai berry products were sold across the world. Future Market Insights anticipates an impressive rise in global consumption of acai berry products, and expects the global sales to surpass 1 million tonnes by the end of 2026. During this forecast period, the global market for acai berry will reflect a volume CAGR of 12.5%. In terms of value, the global acai berry market has been estimated to be valued at US$ 696 Mn in 2016, and is expected to reach US$ 2,285.7 Mn towards the end of 2026, exhibiting a CAGR of 12.6%.
In addition to the rising use of acai berry in production of organic cosmetics, the report also observes that robust nutritional content of acai berry products have helped them to gain applicability in production of protein drinks and other beverages. Likewise, sales of acai berry increased over past three years due to the positive perception towards super-food, which consists enormous amount of nutritional content. The report predicts that in the years to come, the demand for acai berry frozen pulp will be considerably higher than dried acai berries. Higher nutritional content of acai berry pulp will help it procure more than 80% of global acai berry sales throughout the forecast period.
Increasing demand for 'All Natural' preserving for frozen fruits, coupled with rising preference for acai with guarana (in Latin America) has also propelled the application of acai berry. In 2017 and beyond, acai berry products will be largely used for food & beverage applications, revenues from which are expected to surge at 13% CAGR. Application of acai berry in production of nutraceuticals is also expected to gain traction, showcasing an absolute $ opportunity of close of US$ 137 Mn between 2016 and 2026.
The organic food industry in Europe is a lucrative market, Germany is the leading market for organic products in Europe with a 11.4 percent share of global organic sales. that is the reason why we choose Germany as our destination country. The market share of the Food and Beverage segment is predicted to rise significantly over the forecast period because of booming demand in the super fruit juice industry as a result of changing preferences in favour of healthy drinks. Y-o-Y growth rates ranging from 11% to 9.9% over 2016–2026 can be safely assumed in the Food and Beverage segment, making it record the highest growth in the global acai berry market. An absolute dollar opportunity of more than US$ 1.8 Bn exists in the Food and Beverage segment of the global acai berry market.
B. THE COMPANY
We started Sambazon with the belief that what we do can change the world. And we think we can do it for the better. Açaí’s a powerful berry from the heart of the Amazon and by harvesting it in a meaningful way, we’re able to sustainably share its superfood nutrition with the world.
We were the first company to bring Açaí to the states and we’re in it for the long run. Since Day 1, we’ve been dedicated to our farmers, to you, and to the power of a positive future. We hope you’ll join our tribe of crazy change-making, do-gooders out there sharing purple smiles with the world.
· MISSION
· SAMBAZON IS A TRIBE
BY SHARING ACAI, WE CAN MAKE A DIFFERENCE, INSPIRING (DELICIOUSLY) POSITIVE CHANGE.
Together, we’re a tribe of conscious individuals looking to make the world a better place. We make delicious organic products packed with the nutrient-rich power of Açaí and other Amazon superfoods. Everything we do and every ingredient we harvest is done consciously and purposefully so we can uphold our promise to the Brazilian Amazon, the planet and you.
· VISION
We see our company as the number one in Germany (an all Europe maybe?) for the consumption of Açaí based products. We are focused on creating new ways of introducing healthy options for people's diets and helping them adapt in an easier way to this new and strong trend of becoming fitter and healthier.
· VALUE
SUSTAINABILITY IS WHO WE ARE.
PEOPLE.PLANET.PURPOSE
True sustainability is a holistic, regenerative act. Because of this, we will always hand harvest our superfoods in an honest and pragmatic way. We will always use our business model as a vehicle for positive change in the Brazilian Amazon. We will always be certified USDA Organic, Fair Trade, and non-GMO.
Sambazon is a socially and environmentally conscious company that uses organic food and beverages as vehicles for positive change. Sambazon ethically sourced Amazon Superfoods, like acerola and guarana, to make fresh juices, smoothies and frozen products that offer pioneering nutrition, epic taste and higher consciousness. To this day, Sambazon’s Fair Trade partnership helps protect the Amazon rainforest and benefits more than 10,000 family farmers in Brazil, while bringing consumers the next level in superfood nutrition. Sambazon products are widely available in health food stores, grocers, and juice bars throughout North America and 6 other countries.
However, sambazon counts with 51-200 employees in the headquarter in San Clemente, California.
https://www.thalamus.co/buyers/sambazon
· WHEN YOU GO TO THE AMAZON, YOU GET IT.
It’s vibrant and amazing. And from the very first time we visited, we knew we had to do our part to protect it. With a little hard work, we realized sharing the good-for-you power of Açaí could make that happen. Of course, when we started back in 1999, we had big dreams and high hopes – like only working with locals, being Fair Trade, Organic, Vegan and non GMO – and we’ve been able to do all those things since Day 1. To date, we employ over 30,000 locals in harvest, the low-income family producers receive a fixed minimum price for the acai, which is higher than the average wage in Brazil, creating stability for the producers against market fluctuations. The acai palm grows naturally in the Amazonian rainforest and is often the target of “palm poachers”, who kill the entire tree to harvest the edible inner portion of the stem of the palm. Shifting the focus on harvesting the acai berries, which does not harm the tree, protects the palms as well as the surrounding forest and promotes sustainable agroforestry. We’ve preserved millions of hectares of virgin rainforest, and we reinvest in every community we call home. Do Good. Be Good. Create Change.
· OUR TENETS
WE ARE HERE FOR SOMETHING BIGGER.
· Foster a healthy disregard for the impossible.
· Be fiercely committed to sustainability + all things organic / non GMO.
· Share superfoods that energize your body + soul.
· Live an active lifestyle that’s centered around vibrant health + wellness.
· Be honest, open, driven, purposeful, playful, curious and humble.
· Trust in “One tribe. One vibe.” Be radically transparent and radically inclusive.
· Measure success from a Triple Bottom Line: Social + Environmental + Economic. Comment by Silvina Ramos: Tell us please about your product portfolio worldwide and current main markets
C. THE PRODUCTS AND SERVICES
ACAI BERRY PULP
· 100g
· antioxidantes: Omega 3-6-9
· aminoacidos: Vitamin A and C
· Sugar free
· Gluten free
This are some of our top sellers in other countries that might be introduced in the german market in a near future.
FROZEN SORBET.
SUPER FRUIT PACK
D. ENTRY AND GROWTH STRATEGY
Exporting
Exporting is the most traditional and well established form of operating in foreign markets. Exporting can be defined as the marketing of goods produced in one country into another. Whilst no direct manufacturing is required in an overseas country, significant investments in marketing are required. The tendency may be not to obtain as much detailed marketing information as compared to manufacturing in marketing country; however, this does not negate the need for a detailed marketing strategy.
The advantages of exporting are:
· manufacturing is home based thus, it is less risky than overseas based
· gives an opportunity to "learn" overseas markets before investing in bricks and mortar
· reduces the potential risks of operating overseas.
ABOUT THIS ENTRY
Sambazon has been fighting to protect the rainforest for almost two decades. As a brand that was founded on a commitment to social and environmental consciousness, the industry pioneer and market leader in the organic açaí category has been actively at the forefront of environmental protectionism in the Amazon since the beginning. Even the name, Sambazon, is an acronym for "Sustainable Management of the Brazilian Amazon".
So when the Sambazon team learned that scientists estimate one species is forever lost to extinction for every 584 acres of rainforest that are cut down, they decided to step up their game. As part of their continued engagement with creative agency of record, Mistress, Sambazon saw an opportunity to not only rally behind a cause that was near and dear, but also one that sits at the core of the company's ethos: to operate as both a financially-responsible and environmentally-responsible company.
With the goal of saving 30 endangered species in 30 days, Sambazon launched #PurpleForThePlanet, a social-good campaign that harnessed user-generated content to protect biodiversity in the heart of the Amazon rainforest. The initiative tapped social, digital, and experiential channels to champion environmentalism in a unique way—by pledging to protect five acres of Amazon rainforest for every person who colored their hair purple (either digitally or IRL) and uploaded a photo to social media.
The initial goal was to garner around 3,500 purple-headed posts to ensure the protection of 30 endangered species during the timeframe.
WHY DOES THIS ENTRY DESERVE TO WIN?
Starting on Earth Day 2018, #PurpleForThePlanet ran the 30 days to May 22nd: World Biodiversity Day. The integrated campaign consisted of four main pushes: a social media campaign, a celebrity and influencer program, digital and web content, and an experiential activation. Harnessing user-generated content, Sambazon championed biodiversity in the heart of the Amazon rainforest, not only through awareness but through an impactful partnership with The Rainforest Trust and its "Save-an-Acre" Program.
The social-first campaign's call to action centered around the #PurpleForThePlanet hashtag, which tapped students, environmental activists, and general consumers to use social media as a tool for genuine change. Understanding modern social media culture and how an action as small as a selfie can trigger a global movement, Mistress looked to empower people to show their true colors and become part of making a greater change and tangibly impact their world. Mistress used the selfie as the cornerstone of the campaign, turning volunteers into the face of Purple for the Planet —the face of change was suddenly the face of the public. Through a combination of Instagram, Instagram Stories, Facebook and Twitter, the campaign inspired people to color their hair purple, and upload a picture online to share support for the cause.
While the organic social media engagement was substantial, it was amplified through the power of influencers and paid media. To help fuel participation, the açaí powerhouse partnered with notable celebrities such as Riverdale co-stars Madelaine Petsch and Vanessa Morgan, Queer Eye star Jonathan Van Ness, Olympic Gold Medalist in Gymnastics, Jordyn Weiber, and actress Jenna Ortega, known for her role in Jane the Virgin and a number of Disney Channel shows. Not only did Hollywood personalities lend their voices (and hair) to the cause, Sambazon tapped influencers like The Merrell Twins, Christie Ferrari, Krispy Shorts, Science.ig, and even Fuck Jerry.
To further support the social conversation around Sambazon and protecting biodiversity in the Amazonian rainforest, a video was produced to build awareness and educate volunteers about going #PurpleForThePlanet. Complemented by a landing page, digital artwork, and other assets, the video boosted the social media's resonance by providing sharable content with a clear call to action: to share a purple-hair selfie.
#PurpleForThePlanet wasn't limited to the online community. While the campaign engaged consumers on social media, it also called on the Los Angeles community to attend an experiential activation on Venice, California's famed Abbot Kinney Boulevard. The event featured hairstylists, hair coloring stations, Instagrammable backdrops, and photo booths, all to help guests go purple for the planet. This in-person branded footprint brought together people from all walks of life, to celebrate the environment and Sambazon's açaí offerings.
RESULTS
#PurpleForThePlanet was an overwhelming success. Surpassing the initial goal of saving 30 species in 30 days, Sambazon protected a grand total of 216 species from extinction. By securing 126,270 acres of Amazon rainforest, in just 30 days, Sambazon tapped the public to help reach its biggest achievement yet with regards to saving the rainforest and protecting biodiversity in the region.
The initial goal of 30 species was achieved less than halfway through the activation window, and in the end, #PurpleForThePlanet over-delivered by 81% above the original participation goal. Overall, the campaign inspired over six thousand volunteers to go purple and help protect hundreds of Amazon species, including animals like the endangered Giant Otter, the White-Bellied Spider Monkey, and the Jaguar. With so much engagement coming from consumers and fans, the Rainforest Trust also increased their contribution to the activation, helping the Sambazon team make an unprecedented impact on the Amazon.
#PurpleForThePlanet united thousands of people under Sambazon's banner to make a tangible difference to the world we live in. Over the course of nearly 20 years, the brand's continued commitment to the Amazon rainforest has protected 2.5 million acres total, an area larger than Puerto Rico. And it continues to lead the way in both sustainability and in the açaí market.
https://shortyawards.com/3rd-socialgood/going-purplefortheplanet-with-sambazon
E. External factor analysis - PESTEL (Julia, Chiara)
Political
government policy, political stability or instability in overseas markets, foreign trade policy, tax policy, labour law, environmental law, trade restrictions and so on.
Germany is a democratic, federal parliamentary republic in western central Europe. Berlin is the capital and also the largest city in Germany.
The federal legislative power is vested in the Bundestag (which is the parliament of Germany) and the Bundesrat (which is the representative body of the regional states).
Looking at the political stability index, the World Bank provides data for Germany from 1996 to 2017. The average value for Germany during that period was 0.91 points with a minimum of 0.58 points in 2003 and a maximum of 1.41 points in 2000.
https://archiv.bundesregierung.de/archiv-de/meta/startseite/germany-as-a-centre-of-business-472678
https://www.theglobaleconomy.com/Germany/wb_political_stability/
Economical
economic growth, interest rates, exchange rates, inflation, disposable income of consumers and businesses and so on, tax policies, Fiscal policy, trade tariffs
Germany is the world’s third strongest national economy and holds a leading position in terms of its total economic global output. It has the largest number of inhabitants in the European Union and the highest gross domestic product, which makes it the most important market in Europe. The economic system is organised according to the principle of the social market economy.
The economic growth is expected to remain stable, due to the strong job creation one the hand, and fiscal stimulus on the other hand. Low interest rates, high capacity utilization and growing housing demand is expected to boost business and residential investment. Successful integration of immigrants into the labour market, improved education and training, and an increase of women’s working hours as a result of recent reform efforts are expected to improve labour shortages and allow companies to expand their productions.
In World Bank’s ease of doing business ranking Germany was ranked 24 out of 190 countries in the year 2018, which means the ease of doing business ranking slipped from the 20th position in the year 2017.
With special regard to superfood launches, Germany is the second most innovative market for superfood launches in the world, with a total share of 9% and increase since then. Looking at the number of new food and drink launches containing descriptors such as „superfood“ and „superfruit between the years of 2013 and 2016, Germany witnessed a four-fold increase. The trend that it is getting more can be seen as the result of a widening audience of consumers who are interested in health and wellbeing. In a study from 2017 it turned out that 8,4% of Germans said they regularly buy acai berries, which gets supported when looking at the quantity of sales of acai berries to Germany with an amount of 300t in 2015.
The overall retail sales of superfoods have amounted to 3.2 billion € since 2016, which indicates a stable future for superfoods in Germany. The rising consumption of healthy foods is expected to still grow in the future, shows that there is a lot of potential investing into this market.
https://www.mintel.com/press-centre/food-and-drink/germany-is-now-the-worlds-second-most-innovative-market-for-superfood-launches
https://das-ernaehrungshandbuch.de/acai-beeren/
https://www.statista.com/statistics/788851/superfoods-purchase-germany/
https://nutrifusion.com/germany-takes-second-lead-superfood-market-launches/
Socio-cultural
population growth, age distribution, health consciousness, career attitudes and so on
Germany has currently a population of roughly 82,4 million inhabitants which is equivalent to 1,07% of the worlds population. The population density in Germany is 237 per square kilometer with 75,8% of the population living in urban areas. The median age is 46 and is expected that after 2020 the population will be slowly be decreasing. In general it can be said that the population is well educated with modern views and a vast diversity in terms of cultures.
The aging population as well as general health and fitness trends in Germany have been fueling the demand for health, fitness and organic foods. For example organic food sales increased by more than six percent in 2017 to over 10 billion Euros making it the largest organic food market in Europe. The per capita sales in this market were 116 Euros- a lot higher than the average of 28 Euros in Europe.
The health and wellness market in Europe has as well been a fast growing market and is expected to grow further in the future. The population has a huge awareness of a healthy lifestyle with 52.5 % claiming they have sufficient or excellent knowledge. The population is therefore very health conscious with 41% of Germans over 60 claiming healthy nutrition is key.
Furthermore the working and living environment is more and more fast paced which is why the Frozen and Convenience Food market for both the private consumption and the catering industry is growing. A special growth segment in 2017 was the Frozen fruits segment with an increase of 14% in sales.
-> Bezug auf target customer nehmen
http://www.worldometers.info/world-population/germany-population/
Technological
Regarding the production of our products one technology is crucial for us.
The freeze-drying technology is a method of dehydrating frozen fruits and vegetables under a vacuum. The technology became popular after the NASA used it to create freeze-dried ice cream for the astronauts. Among the most important advantages of this technology for our product is that the berries become very light after the water gets removed from them which makes portability easier and leads to cheaper transportation costs, the technology allows that the pulp retains its taste and nutritional value. Furthermore there is no refrigeration required for freeze-dried foods but they can remain intact for months or even years at room temperature and with the low water activity microbiological hazards are practically removed. This technique is used for our Acai powders that we are exporting.
·
· New ways of producing goods and services
· New ways of distributing goods and services
· New ways of communicating with target markets
http://www.twosmallfarms.com/freeze-drying-technology-fruit-vegetables/
http://www.liotecnica-superfruits.com/en/inicio-en/#quemsomos
Ecological/ Environmental
important due to the increasing scarcity of raw materials, pollution targets, doing business as an ethical and sustainable company, carbon footprint targets set by governments
Germany has a diverse range of ecosystems: coastlines along the Baltic and North seas, fertile plains, highlands, forests, and the mountainous Alps in the Southern part. Still, the majority of the population of Germany tends to live in urban areas with about 86% of the population living in cities. With a total population of about 82.300.000 (2018), it is the 17th most populated country in the world and the most populated state within in the EU. The climate can be described as a temperate seasonal and is dominated by humid westerly winds. The Northern extension of the Gulf Stream, the North Atlantic Drift, moderated Germany’s climate and as a result the north and northwest coastal regions have an oceanic climate.
Like most other industrialized nations, Germany has a significant air pollution problem, which has worsened in recent years. In addition to that, another significant environmental issue are the decades of open-cast mining, which have resulted in significant water pollution in some rivers and killing wildlife. Also, Germany (as one of the global leaders in battling carbon emissions) faces the consequences of global warming, just like the rest of the world. One effort involves the increase in efficiency of the use of resources, since Germany has set a goal of trying to use fewer resources while maintaining the same amount of prosperity, as well as the implementation of renewable energy production.
Legal
health and safety, equal opportunities, advertising standards, consumer rights and laws, product labelling and product safety
The administration of justice is divided into 5 branches: labor, ordinary, administrative, social and financial courts. Germany’s legal system has been shaped by the constitutional law but is also influenced by the law of the EU and international law. The legal stability attracts foreign companies and investments and general entrepreneurial activity in Germany benefits from it. Trademarks and patents enjoy strong protection in Germany, with the German Patent- and Trademark Office being in charge for these registrations. When exporting to Germany, multiple aspects should be considered: taxes, quality and environmental standards, trademark and competition rules, etc.
When importing, the importer is responsible for clearing the items to put the goods in circulation in the country. Imported goods must be accompanied by a custom declaration that has to be submitted in a written form, as well as an invoice in duplicate. Like most members in the EU, Germany adheres to the metric standard, which means that quality and quantity of the goods must be quoted in metric units derived from them. As information and consumer protection are important, there are precise regulations on labelling products, (especially in our case since it is fundamental in case of food), which are bound to the single European market. For safety aspects of several kinds of products and goods, the state has established the Federal Institute of Risk Assessment.
There are certain packaging and labelling requirements that have to comply with the European Union Regulations and follow the Codex Alimentarius standards. Also, the in 2016 announced changes in regulations concerning the maximum residue levels in fruits set for several pesticides need to be taken into account as well.
There is a General Food Law, which is the legislative framework regulation for food safety in Europe, which is important for our case. Another legally binding requirement when exporting to Europe is stated by the “Farm to Fork” approach covering all sectors of food, which means that all food has to be traceable throughout the entire supply chain and limited risks of contamination. In addition to that the product has to pass the official border control, but the importer still needs a certification or other proof of quality and safety, since it is obligatory under European legislation and the basis for entering the European market.
https://www.cbi.eu/market-information/processed-fruit-vegetables-edible-nuts/frozen-berries/europe
https://www.cbi.eu/market-information/processed-fruit-vegetables-edible-nuts/frozen-fruit-vegetables/europe
SWOT ANALYSIS
STRENGTHS
· The fruit’s tropical origin, the nutritional value of açaí.
· As our product is fruit based, our processes demand less consumption of natural resources in comparison to other food processes such as for the meat, candies, etc.
· We have trust and credibility in our community.
· Acai has a good taste, but even if somebody doesn't find it compelling, it's a great option to mix it with other solid fruit and/or cereals. We already highlighted the properties of the acai and how it is considered a superfood.
· Our brand is focused in vegan and fit people, but also in other people that wants to improve their diets and are open to try different options.
· Is possible to freeze this food without affecting its flavour, which we know is not the case for other brands selling acai based products.
· Strengths pertain to the nutritional value of acai and its tropical origin, and the existence of well-established national acai markets and processing industries
WEAKNESSES
· Weaknesses result from the irregular supply and inconsistent acai quality, lack of advanced know-how in cultivation and processing issues, and scant insights into the fruit's nutrient profile.
OPPORTUNITIES
· Opportunities stem from growing consumer interest in natural, healthy and nutritious fruit juices, the need for health-oriented innovations in the food industry and growing interest in variety, novel tastes and ethnic foods.
· Growing demand in Europe for healthy and nutritious food and beverage products with new flavours creates opportunities for supplying the European market with novel fruit juices including tropical fruits like açai
THREATS
· Unfamiliarity, health claim credibility and European market access requirements constitute the main threats.
· Market environment for açaí juices in Europe Fruits, consumers’ interest in ethnic foods, and consumers’ search for natural, healthy and nutritious fruit juices Threats Increasing transportation costs together with European market access requirements. import tariffs and quotas, non-tariff trade barriers, and other non-legislative requisites were reported as limiting factors. the import of açaí pulp into the European Union is subjected to an import tariff of 18.4% of the CIF value of the product.
CONCLUSION
· Conclusion. The findings indicate that acai, which has outstanding nutritional values and health-related benefits, could have substantial potential in the West European fruit juice market. Key attention points pertain to creating awareness among consumers and building familiarity with acai and its products, and obtaining in-depth knowledge about its nutritional characteristics and concomitant health benefits.
Chapter III. Market Research and Analysis
A.Customers
The end users or clients that we want to reach are roughly 16 to 60 years old with an average to high income since it is a rather pricey food supplement and doesn’t necessarily belong to every ones daily staple food. The clients lead a bodyconscious lifestyle, are usually rather sportive, have a healthy diet and are concerned about nourishing their body with all nutrients it needs. The clients are furthermore concerned about the long-term effects of their lifestyle on their body. The ingredients of acai are helping them to detox their body, give them energy and important nutrients to lead an active and healthy lifestyle, slow down aging signs in their skin and prevent heart diseases.
We seperated the customers in following segments:
1. Fitness or Sports interested customers
2. Customers that are using the Acai to generally improve their health and use it as a food supplement
3. And furthermore a customer segment that is younger (16-30) and is mainly following the trend
B.Competition
NaturaleBio Açaí Beeren Pulver, organic
https://www.foodlux.de/acai-beere-test/
C. Market size potential. Estimated Market Share and Sales evolution (Chiara)
In order to be able to define the market share that we are targeting to reach, in a first step we want to define the segment and its volume.
The Acai berry market as a whole is expected to grow with a CAGR of 12,5%/12,6% in between 2016 and 2026 in volume and value respectively up to US$ 2,3 Bn in 2026 (Us$ 0,7 Bn in 2016).
Our product has to be situated in the Food and Beverage segment of the Acai berry market. The market share of the Food and Beverage segment within the different segments of applications of Acai (Food and Beverage, Nutraceuticals, Cosmetics and Personal Care, Others) is said to increase significantly in the next few years. In 2026 80% of the Acai berry sales are expected to belong to the Food and Beverages segment because of the rising demand in the super fruit juice industry due to changing preferences in favour of healthy drinks. The market value of this segment was estimated at more than half a billion US$ in 2016 and is expected to be US$ 1,8 Bn in sales and 800,000 tonnes in volume in 2026 with a CAGR of 13% both in terms of value and volume.
The organic food industry in Europe is a lucrative market with Germany being the leading market for organic products in Europe with a 11.4 percent share of global organic sales. Furthermore according to a study from Mintel’s Global New Products Database (GNPD), “9% of global food and drink launches carrying a superfood claim occurred in Germany in the year to June 2017, up from a 6% share in the year to June 2016.” In the year to June 2017 Germany was with 9% of all superfood food and drink launches the country with the second most launches in this area behind the USA. These are the reasons why we choose Germany as our destination country for the export of our Acai products.
While products containing acai are already more established on the South American market the European market is yet to satisfy. The global market for acai berry products was expected to grow at a CAGR rate of 10.31% between 2017 and 2021 making it a perfect opportunity to invest in. Wie viel des Health food markets machen die Acai berries aus?
Noch eine andere ?
As mentioned above the value of the global Acai berry market in 2026 is estimated at 2,3 Bn US$. 80% of the Acai berry sales in 2026 are supposed to be in the Food and beverages market, to which our product belongs which brings us to a global market size of 1,84 Bn US$. To estimate the market size of Acai berries in Germany we looked at the organic food market in 2015. A study shows that Germany was the second largest organic food market behind the US with a share of approximately 11,47% of the global sales (8.6 billion euros/75 billion euros). If we apply those 11,47% of global sales in that sector to the mentioned 1,84 Bn US$, we can estimate a 211,104,800 US$ market size for the food and beverages segment in the Acai berry market in Germany in 2026.
https://www.futuremarketinsights.com/reports/acai-berry-market
https://www.statista.com/statistics/491510/health-and-wellness-western-europe-market-value/
https://www.prnewswire.com/news-releases/global-acai-berry-market-2017-2021-300514327.html
https://www.ifoam.bio/en/news/2017/02/09/world-organic-agriculture-2017
https://www.statista.com/statistics/788851/superfoods-purchase-germany/
estimated Market Share and Sales: Summarize what it is about your product or service that will make it salable in the face of current and potential competition. Identify any major customers that are willing to make purchase commitments. Indicate the extent of those commitments and why they were made. Discuss which customers could be major purchasers in future years and why.
Market trends!
Based on your assessment of the advantages of your product or service, the market size and trends, customers, the competitors and their products, and the trends of sales in prior years, estimate the share of the market and the sales in units and dollars that you will acquire in each of the next three years. The growth of the company sales in units and its estimated market share should be related to the growth of its industry and customers and the strengths and weaknesses of competitors. The data can best be presented in tabular form, as shown below. The assumptions used to estimate market share and sales should be clearly stated. lf yours is an existing business, also indicate the total market, your market share, and sales for two prior years.
Ongoing Market Evaluation. Explain how you will continue to evaluate your target markets so as to assess customer needs and guide product-improvement programs and new product programs, plan for expansions of your production facility, and guide product/service pricing.
D. Industry Analysis. Michael Porter´s 5 Forces
1. Threat of new entrants
2. Threat of substitutes
One of the most important reasons why our customers buy our products is that the Acai berry has many important health benefits. There are few fruits that have such a vast coverage in different benefits which makes it very special. An important fact for the consumers is that it is such a rich source of antioxidants and nutrients which helps to lessen the effects of aging and protect against the cell damage that free radicals cause (oxidative stress). The Acai powder has 102,700 antioxidants in 100g which makes it number 14 of the foods/supplements with the highest density in antioxidants. For other foods that rank higher such as Oregano, Peppermint and Cinnamon for example it is a lot harder to be integrated in a breakfast bowl, a snack or smoothie in which our product is usually consumed. Other fruits such as blueberries and red berries like strawberries and raspberries could be used in similar way in a diet and contain such benefits as well (although in a lesser density). The Acai berries have the advantage of being a lot more exotic which makes them less comparable with other berries that are native to Europe, are also richer in antioxidants and can be bought in frozen sachets or as a powder which means we also have the advantage of longer durability. Other benefits that result from the content of omega 3, 6 and 9 essential fatty acids are for example the protection against heart disease and promotion of healthier skin. There are few foods that contain all these advantages in one and at the same time can be consumed in the way our products are consumed. Therefore we have a very high product differentiation and it´s hard to substitute with other products or foods.
https://www.medicalnewstoday.com/articles/301506.php
https://www.superfoodly.com/foods-high-in-antioxidants/
https://www.webmd.com/food-recipes/features/10-super-foods#2
3. Bargaining power of suppliers
Our main suppliers are the farmers that are harvesting the Acai berries for us. Since we are the first certified organic and fair trade Acai company we are not only willing but actively seeking to pay fair wages to support more than 30,000 family farmers. Unlike other companies that sell products made in underdeveloped regions we are not exploiting the people, communities and nature. We´ve helped preserve over 2,000,000 hectares of amazon rainforest and 5% of the raw Acai we purchase goes directly back to local schools and hospitals. Our farmers are aware of this which is why we have a relationship that goes beyond bargaining and includes a lot of respect and loyalty from both sides. Nevertheless the degree of the differentiation of inputs is very low, the and the labour of harvesting doesn´t require much training which would make our supplier switching costs extremely low in case we needed to.
https://www.sambazon.com/fair-trade/
4. Bargaining power of customers
5. Competitive rivalry
Chapter IV . Marketing Plan
PRODUCT
Our company will offer to the German market The Açai Berry puree - either unsweetened or the original blend – which is designed for all kinds of costumers.
Among all the types of products of Açai that we sell in the American market, the version that is proposed in the German market is simply the fruit already processed - the final product results in a packed puree - different from the powered version that German consumers already know and can find already in their country. As one of the only fruits in the world with zero naturally occurring sugars, Açaí is also one of the only fruit with healthy omega fats, antioxidants and fiber. Its delicious flavor is an encounter of a little like exotic mixed berry and a hint of cacao. This is why, Açai is super versatile and highly nutrient dense with only 100 calories per serving in the original blend and 70 calories for the Unsweetened version (which contains pure 100% Açaí pulp puree). Its flavor can be mixed smoothly with other types of flavors: it is possible to add fresh fruit to sweeten it up, keep it simple with water or coconut water, or try to add spices to make it savory. Moreover, you can choose to turn it into a smoothie by keeping your favorite flavors and only adding some more liquid, or creating a traditional-style Açaí bowl, topped with granola and fresh fruit.
Our mix is completely gluten and lactose free, respecting the canons of the Kosher and Halal cuisine. Our company offers a responsible and sustainable preparation, totally OGM free, made with 100% organic ingredients and certified fair-trade labor in the country of production and developing.
Package and Label
Our package will be sold in Germany maintaining the same design of the brand but it will also approach the German market adapting itself to the requisites and taste of German consumer. Indeed, the language of the label and package will be translated in German; even though there is no legal requirement stipulating that information on labels be in German, a German-language label is advisable in order to be able to effectively market the product in Germany. The process of packaging will occur in our industries in San Clemente, where we will use specific and special machines.
The material used will be entirely eco-friendly, and it consists in recycled plastic pouches which will contain four packs of the product where the blend is dosed. As far as it regards the original blend, its whole package is presented in one unit color, purple, which definitely recall the color of the fruit itself. While the green around the gladiator in the logo could remind the origin place of the fruit, the Amazon. The Unsweetened package instead is presented in a light purple tint. The package includes 4 bars which measure 100gr x28 of pure acai berry
The label contains all the Nutrition Facts and healthy ingredients that are contained in the product.
The product will be labelled showing the manufacturer, composition, the common product name and country of origin and will respect the requirements under the PFA and the Packaged Commodities rule. It also reveals the eco-friendly and sustainable environment in which our organization works and produce, specifying that our product is Certified Fair Trade, Organic, Vegan, Kosher, Gluten Free, Lactose Free and fair trade product. Moreover, the mark of Low-density Polyethylene plastic material will testify that the material is made with biodegradable plastic.
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PRICE
Although the majority of consumers in Germany continue to regard the decisive element for the purchase of a product, an increasing proportion of consumers is willing to pay more to get a certain “plus” translatable in ethical/social terms– environment and health care. This allows the expansion on the market of “premium” and mid-high-end products, in line with the increasing attention from the consumer to quality, health, wellness, production processes and respect for the environment.
Just to quote a figure which we think is very relevant to the increase in this type of consumption, German market sales of lactose-free and gluten-free foods increased between 2010 and 2015 by 31.4% and 28.3% respectively, and the figures show a continuous raise. In 2017, German consumers purchased food and bio drinks for a total of €10.04 billion, an increase of 5.9% compared to the total volume of purchases in 2016. The trend in turnover for the organic food sector in Germany has shown in recent decades, with the exception of a short involutive phase in 2009, a trend, as already mentioned, in constant growth.
And it is precisely in this favourable market environment that the açai can easily fit in despite its slightly higher price than competing products.
According to data we estimate, the purchase price of the primary product by the farmer is 30$ for a basket of 14kg. The same will be processed by us, packed (in packages of an average of 400 g) and then sold through our distribution channels for an equivalent of 14 kg = 150$. Finally, the individual packages will be available to final consumers at an average price of 8$.
PLACE
Destination country: The organic food industry in Europe is a lucrative market, Germany is the leading market for organic products in Europe with a 11.4 percent share of global organic sales. That is the reason why we choose Germany as our destination country.
Chain of supply
We Are a company B2B since we sell products that do need process of manufacturing and are available for the final consumers across the intermediaries and other businesses.
- Raw material: Açai was born in the lung of the Earth, in the Brazilian Amazon, where the fruit is cultivated and grown, therefore where it comes from in its original shape and consistency. The whole cycle of being processed and made a puree, instead, take places in the Headquarter of Sambazon, which is in San Clemente, California. Consequently it is shipped through Isotherm marine refrigerator Cruises to Germany: precisely, the cruises will arrive in Hamburg, one of the main ports in Germany.
- Distribution: once the products will arrive in the main port, we will realize all our activities based on our own(proper) center of distribution located in Hamburg, then it will be delivered through trucks to the different business centers in which our product will be sold. The distribution to the different sales points, will be depending on the demand that each one has.
- Intermediaries: Our intermediaries will be supermarkets, hyper wholesalers and wholesalers through them will reach more people, in less time and with the greatest possible supply in the main of the country. Some example of the most common supermarkets in Germany are: Aldi, Edeka, Lidl, Kaufland.
However, we decided also to choose as our destinations Cafes, Restaurants, Ice cream shops, gyms where the hypothetical Açai lovers will be mostly going, therefore will have the possibility to deepen the culture of Açai and can take inspiration on how the product can be eaten and decorated.
-Final Consumption: Our target then will be enjoying our product at home or in familiar places, where they can feel free to appreciate the Açai frozen pulp in their own favorite way and following their own tastes.
PROMOTION
Our overall marketing strategy is "Market Development", meaning that our product is existing but the market is new. Therefore, the goal we have in front of our end consumers is to make our product known, from where we come from, until what benefits we offer them with Sambazon.
The target of our campaign are people of different ages, therefore the means by which we will advertise be more than one. We will use the following:
- Television:
Through commercials, at breakfast and snack time. Television advertising has an enormous influence because it is the most important medium in the country.
Public road through posters attached to the main avenues and bus stops. This type of communication will be used more evenly throughout the development of the product, act as a reminder of its existence and incite its consumption.
- Social profiles Sambazon:
In the profile of instagram "Sambazon" in particular will be uploaded recipes, in which our products will be used and those who make them will be encouraged to upload their photo in their networks with the hashtag #Forthebowl. This type of content will be useful for the adoption stage, because you will be able to learn new ways by which to use our products.
- Testers:
We will approach the German market Offering a huge gamma of testers and Promotions in Gyms, Supermarkets, chemistries and Biological shops in order to Reach more people ad we can.
- Social programs:
We will actively join and help public and private Programs about Healthy Nutrition and lifestyle, as we do in the other part of the world Caring about nature and human life. Our goal is not just offering people the best product at the best price but to promote the culture of Açai. We are the first company who brought this superfood to the United States and every year we find new customers around the world, in order to actively encourage a healthy and universal global nutrition. We, as a firm, invest the revenue in social programs in the country where over 30.000 laborers work; moreover, it promotes the responsible use of natural sources.
We will always use our business model as a vehicle for positive changes in the Brazilian Amazon, where all it starts.
In line with our culture and philosophy, we read and make in practice the following guidelines everyday, reminding ourselves that we're here for something bigger.
· Foster a healthy disregard for the impossible.
· Be fiercely committed to sustainability + all things organic / non GMO.
· Share superfoods that energize your body + soul.
· Live an active lifestyle that’s centered around vibrant health + wellness.
· Be honest, open, driven, purposeful, playful, curious and humble.
· Trust in “One tribe. One vibe.” Be radically transparent and radically inclusive.
· Measure success from a Triple Bottom Line: Social + Environmental + Economic.
CHAPTER V
The figure shows the complete organization chart of the company. The maximum responsible for it will be the CEO. This will be responsible for the strategy, policy and objectives of the company. The coordination of all the departments for the correct development of the activity will also be part of its mission. Since it is a small company and a human resources department will not be created, it will be the CEO himself who will be responsible for the selection of personnel and their instruction.
Below the level of management, is the rest of the company, the 3 departments in which it is structured: Administration, Production and Marketing, with the extra Security personnel. For this organizational system to work properly, communication between departments at the same level is required. That is why the lower levels, apart from communicating with the immediate superior, must also communicate with each other.
In this way, if in quality it is verified that the product does not comply with the demands of the company or the market, it will notify Production by issuing a report with the possible causes and the most feasible solutions.
If the analysis is satisfactory, a report will also be issued to Production giving the approval. In the event that the warehouse manager detects that the level of raw materials is below the order point, he must notify the person responsible for production who will send a request to Commercial Relations for the supply of raw materials.