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Case Study - The Brief

Bondi Sands, an Australian self-tanning brand, aims to expand into the Brazilian market and seeks advice on key information areas for meetings with local distributors. The suggested focus areas include market entry strategies, consumer preferences and trends, competitive landscape analysis, regulatory compliance, and effective distribution channels and partnerships. This approach will help the brand tailor its strategy and increase the likelihood of successful market penetration.

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navmittal023
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17 views2 pages

Case Study - The Brief

Bondi Sands, an Australian self-tanning brand, aims to expand into the Brazilian market and seeks advice on key information areas for meetings with local distributors. The suggested focus areas include market entry strategies, consumer preferences and trends, competitive landscape analysis, regulatory compliance, and effective distribution channels and partnerships. This approach will help the brand tailor its strategy and increase the likelihood of successful market penetration.

Uploaded by

navmittal023
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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[In the following exercise, though the client’s name and their background are real.

Some
aspects of the situation of the situation they are facing and the challenge ahead is
fictionalised to protect the client’s confidentiality]

Background:
Bondi Sands is an award-winning, masstige Australian self-tanning brand, known for its
products in the self-tanning, sun care, skincare, and cosmetics sectors. Established in 2012,
the brand has a global presence in Australia, the USA, the UK, and Europe.
Bondi Sands operates a high-profile global ambassador program, which includes celebrities
like Kylie Jenner, among others.

The Head of International Marketing at Bondi Sands is looking to expand into the Brazilian
market but has limited knowledge of the region. To achieve this, she will be meeting with
two of the largest Brazilian cosmetics distributors in one week. The goal of these meetings is
to persuade the distributors to commit to carrying Bondi Sands’ products in their respective
retail outlet networks.

Hence to prepare for those two upcoming meetings she has approached you, the Market
Research Analyst from ADNA. She wants to brainstorm on the information areas she should
gather, analyse and share in the meetings to achieve her goals from those meetings. For this
brainstorm, she has asked you for a one-hour in-person meeting.

Task: What are the top five information areas you would advise her to focus on for her
meetings to achieve an ideal outcome that she wishes?
The less generic your advice and the more nuanced it is, the more impact you will create on
her in your meeting.

Format: The above submitted in a word document at the end of 15mins and uploaded on
the drive
File Format Name: Roll Number_Full Name
ANSWER:
Tackling the Brazilian cosmetic distributors on the meeting day, the Bondi Sands
International Marketing Interface Officer, would be prepared through the assistance of
conducting an analysis on how the brand handles them. Here are the specific areas of
information that I would focus on supported with case examples:

Market Entry Strategy:


Example: Find out how the Brazilian market was penetrated by other international cosmetic
companies. For example how L’Oréal or Estée Lauder’s located their marketing and adapted
their products so that they could be acceptable. Mention any joint ventures they entered
that eased their penetration.

Consumer Preferences and Trends:


Example: Assess the extent of the use of self-tanning products in Brazil, among different
people. For instance if iterative market analyses indicate that there is growth in younger
consumers aged 18-30 into sunless tanning because of health risks attached to UV tanning,
such information can assist in the positioning and marketing of the products.

Competitive Landscape:
To illustrate, find out the competitive self-tanners in Brazil, for instance, regional brands or
multinational brands which are already present in the area. Do a comparison of their
products, prices and advertising strategies. For example, suppose a competitor uses an
organic self-tanner which has a different angle, Bondi Sands might emphasize the benefits of
its own variable such as attachments to celebrities or outstanding technical advances.

Regulatory Compliance:
For instance, find out what are the particular requirements in Brazil with regards to self-
tanning, such as whether you need to register with Anvisa, for instance self-tanning items.
Provide a series of requirements which Bondi Sands will have to fulfil in order not to face
obstacles while entering into that market.

Distribution Channels and Partnerships:


Example: Research the most effective distribution channels in Brazil, such as e-commerce
platforms, beauty retail chains, or pharmacies. For instance, if major retailers like Sephora
Brazil or local beauty chains are key players, suggest potential partnership opportunities and
how Bondi Sands can leverage these channels to maximize visibility and sales.

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