LACASITOS

TeresaLaguna
MariaLopez
MiguelAngelGullon
FranciscoRomero

INDEX

1.Introduction

2.BCGMatrix

3.StrategicPlanning

4.StrategicAnalysis(SWOTandPEST)

5.Fiveforcesmodelofcompetition

6.Ourtypeofdecisionandenvironment

7.Ourtypeofstrategy

8Marketingmix

9.Conclusion

1.Introduction

Lacasitoswasbornin80sinSpain,Itwasarevolutioninthechocolatemarket,becomingthe
mostpopularsweetofthattime.
LacasitosareaproductoftheSpanishbrandLacasa.
TheyareinspiredbythebrandM&M(northofAmerica).Theshapeisroundedanditssize
isalways1cmindiameter.Itisalentilmilkchocolatecoatedsugar150layers.The
Lacasitoshave7differentcolors

Thisbrandusedtopackagelacasitostubesandinthattubestheyusedthemostcommon
namesforchildrensotheyfeelmorespecialtocallthembyname
Andalsointubetherearemanyletterandnumberforhelpchildrentolearnreadandwrite.
Andforyoungpeoplethisbrandincludehashtagsandthingsrelatedwithnetwork

NowadaysLacasitosisnotjustlittlechocolatecandy,wecanalsofindchocolatebarsand
creams,muffins.

Nowwearegoingtoexplainstepbystepwhichisgoingtobeourprocessforrelaunchthis
productintheBrazilianmarket.

2.BCGMatrix

STARS. QUESTIONMARK

Lacasitoscream.Thisproductcostmanycostbutand Thechocolateoflacasitosbecause
theygetlessincomethanwithlacasitosofmilkand thisproducthasapotentialto
chocolate growanditisbecomingmore
consumed

CASHCOWS DOGS

Lacasitosofmilkandchocolatebecauseisthemain TheLacasitossmuffinbecause
productofthebrandand
andbecausedailymany theyarenotveryconsumedandit
Lacasitosofthisaremadethatcouldgoaroundthe hasntgotearning
world

Lacasitocream LacasitosofmilkandLacasitoschocolateLacasitosMuffins
(Stars) Chocolate(cashcows)(questionmarks) (Dogs)

3.StrategycPlanning

Inthispointwearegoingtoexplainthebeginningofthestrategyprocessandthenstepsto
stepswearegoingtoexplainourstrategy.
Thefirststepisestablishedourvision:
Nowourbrandbelongtolocalmarket(Spain).Inthismarketwehavebeensincealmost30
years,sopresentlywewantthatextendingourbrandintonewmarkets,mainlyinthe
BrazilianmarketbecausewethinkthatItisagoodmarkettolaunchourproductsinorderto
childrenknowLacasitosandtheybecomefamiliarandlearnwiththem.Inadditionweknow
thatBrazilianchildrenlovefootballsotheycanuseLacasitosintheirbreathbecauseitisa
goodwaytogivethemenergyandItisveryeasytotakeaway.
Ontheotherhand,thenextstepisdeterminateourobjectives.
WiththelaunchofLacasitosintheBrazilianmarketwegetourproductsareknown
throughoutthecountry,thatwanttoenjoythemasyoung,aschildrenandasfamilies.
Alsooneofourgoalsistokeeptheessenceofthebrand,whereourproductsaremadeof
artisanformandcontinuethebrandLacasa,asthisismoreknownthanLacasitos.
Furthermore,representourproductsasawaytorelaxandenjoythemoment.
Thereforeweneedtoputalloureffortandcommitmenttorelaunchourbrandandfurther
establishtheperfectstrategyforsuccess.
Thenextpointwillbestepsofourstrategy.

4.StrategicAnalysis(SWOTandPEST)

Politics Economics
Politicalstability. Presentsagreat
Governmentencouragesthe development.
development. Mostimportanteconomy
Openingtoforeigncompanies. inSouthAmerica.

Social Technology
IncreasinglyformedSociety. HighinvestmentinR&D
Religiouscountry. Widespreaduseof
Population:200,4millions. internet
Increasedpurchasingpower. Easyaccessto
information

Strengths Opportunities
Spainbrand Newmarketniche.
Adaptationofanalready Itispossibletocobrand
knownproduct. withfastfoodchainsas
Sellingchannelexistent. BurgerKing,Subway.

Weaknesses Threats
Lacasitosisnotaswellknown MainCompetitors:
asthebrandintheBrazilian Smarties,M&Ms
market Newtrendshealthy
Brandperception:sweets/ life
treatsmarket.
Theycompetitorsarea
problemformarketshareas
wellasabigcompetitorsin
communicationsbecauseof
theirbudgets.


6.Typeofdecisionsandenvironment:

ofdecision:
Type
Wewilluseprogrammeddecisions.Lacasitosistargettothefoodmarket,amarketreally
goodknown.Forthatreason,wewontfindnewproblemswhichneednewsolutions,weare
inastaticmarket.Ifourproductwouldtargettoadynamicmarket,likeforexamplea
technologicalmarket,wewouldusenonprogrammeddecisions.










Typeof
environment :
Wewantto operateinBrazil,thebiggest
economistin LatinAmerica(40%oftheGDPof
LatinAmericaand2%ofworld,7thintheworldeconomytoday),soweoperateinacertain
environments.ItistruethatBrazilhastraditionallybeenacountrywithatendencyto
instability,butcurrentlythesituationchanges.NowBrazilisanemergentcountrywhich
hasntstoppedtogrowthinthelastyears.Forallthatreasons,wewillworkinacountry
wherewecanhaveallthenecessaryinformationtotakedecisions,wewillcanpredict
exactlytheresultsofeachcompanyperformanceandwecanestimatedtoomuch
approximatelythebenefitsofeachnewlaunchedproduct.

7.Ourtypeofstrategy

Wearegoingtomakeanintensivestrategybasedinamarketingpenetration.

Ourstrategywillbefocusedintomakeanartisanqualityproductusingnaturalproductsfrom
Brazil,WearegoingtomakeahealthychocolatetryingtotakeadvantageofSpain
brand.Likeakindofmediterraneansweet

Tostart,wewillbefocusedoncatchchildrenascustomertobeourtomorrowcustomer.As
ourproductisnotwellknowninBrazil,itwouldbeimportanttomakesome
cobrandings(Forexamplewith Brigadeirosweets,advertisementsinmassmediasand
celebrityendorsementwithwellknowncharactersinBrazilevenifitspendsalotofour
budget,wearethinkingaboutfuture.

8.Marketingmix:

Product Price
Chocolatecandy. 0,90perunit(3,63
Normalquality. BRL)
Intendedforchildren.

Place Promotion
Candyshops. Endorsement(Brazilicon
Supermarket. likeNeymar)
Kiosk. Promotion3x2
Sponsorshipfootball
championshipsfor
children.

9.Conclusion:
Toconclude,LacasitosisaproductwhichcouldbereallygoodacceptedbytheBrazilian
market.Asweexplainpreviously,theBrazilianmarketisanemergentmarketwhichisso
receptivetoacquirenewproducts,aboveallifthenewproductsarefromzoneswhich
representquality,likeEuropeforexample.

Alsoisrepresentativethehugebrazilianpopulationtoexplainthefuturesuccessofour
product.Lacasitosislikeasmallchocolatelentilwhichguyseatlikesnack.Inbrazilmore
than40%ofthepopulationareyoungerthan25years,itmeansthatmorethan81000persons
willbeourtargetmarket,soisreallyreallypossiblethatwewillbesuccessfulifwefollow
thecorrectstrategywhichwedesigned.