Company Background
The company that has been selected for the purpose of this project is a local beverage company named Arizona Beverage Company which is primarily based in Arizona, United States. The company itself is a branch of the entity Ferolito, Vultaggio & Sons which was responsible for setting up breweries in New York.
The philosophy of the company is to keep the products proposition simple and good which is obvious as well as unique at the same time by using only natural ingredients to manufacture the products. The company does not believe in compromising the quality of its products for driving high profits (‘How We Think in Arizona’). Aside from this the company also does not extensively advertise or market itself in the market as the philosophy of the business relies on selling through the quality of the product instead of relying on big budget advertising strategies. Therefore the products of the company are very brand oriented with almost no traditional advertising involved (‘How We Think in Arizona’).
The main products that are manufactured and distributed by the company in United States pertain to iced teas, energy drinks, juice, and cocktails. However for the purpose of this paper, the Original Arizona Iced Tea brand which is taken into consideration. The company has almost 28 different flavored iced teas made form natural ingredient with no artificial flavoring. These are categorized into six categories which pertain to Green Teas, Black Teas, White Teas, Herbal Teas, Diet Teas and Organic Teas and are exclusively sold under the Original Arizona Iced Tea Brand.
Potential International Markets
The following section highlights the possible international markets where the Arizona Beverage Company can extend its international operations. A suitable criterion for the potential opportunity is identified in order to help the company access the potential opportunity present in the market as well as mitigate the risks associated while enabling the company to compete in the international market.
International Marketing Intelligence
Market Research
A market research is undertaken which involved gathering information regarding the current operations of the Arizona Beverage Company, its organizational culture, business philosophy and its product offering. Information about the possible international markets is determined pertained to the political, economic, social, as well as technological and cultural environments which depict whether iced tea as a product can be accepted and successfully marketed in the possible markets. The market potential of possible international markets is determined in terms of the acceptability of iced tea as a product in the target countries, while a SWOT analysis has been conducted to compressively analyze the markets. Additionally the characteristics of the markets are assessed while undertaking a comparison and contrast of the markets to assess them in terms of the criteria set for selecting a possible international market for operations of the Arizona Beverage Company.
Information Gathering
For the purpose of this project and the ensuing market research, the information and data that is gathered is collected from academic journals pertaining to the disciplines of marketing, country reports, country statistics, beverage industry and market reports for the possible countries being investigated and through the primary websites of the targeted countries. Information about the possible target markets is determined through industry specific reports for the country of operations selected in the research phase. Through the research phase the main three international markets that have been selected for the operations of the Arizona Beverage Company pertain to UK/European Union, China and India.
International Market Screening
The following section presents how the country of origin influences the product and service offering, how the markets can be matched to the products in consideration for international marketing, the determination of the market potential for iced teas in the possible markets, the undertaking of a primary investigation and the selection of the relevant marketing and competitive criteria.
Influence of Country of Origin
The Arizona Beverage Company is a very patriotic company which seeks to represent America and its culture in the products and services that it provides to its culture (‘How We Think in Arizona’). The ‘American Way’ is part of its business and organization philosophy and the company seeks to build upon and depict the American way of life through its products that it provides to its customers. The company also seeks to increase employment in the United States by expanding its business and providing more opportunities for jobs to the citizens of the country. This depicts that the influence of the country is significant on the business practices of the company as well as in its product and service offerings and therefore has to be incorporated to an extent for the international marketing strategy.
Matching Products to Markets
The products of the Arizona beverage Company are mainly cold beverages which mainly include natural ingredients and are sold at very affordable prices to the consumers. The company seeks to keep the prices low while providing high quality beverages to the target markets. This depicts that the selected country for international operations should have a market for cold beverages, especially for iced teas as this is the main product being extended in the international market. Moreover awareness about natural and healthy ingredients in the target market would also increase the matching of the company product to the possible international markets.
Market Potential
The market potential should be depicted in terms of the sales revenue which can be made from the market which is directly influenced by the demand for the products and services. In order for successful international operations, the Arizona Beverage Company would be targeting those countries for its international operations, which have a significant level of market demand for cold beverages, in particular iced teas. Moreover the possible international markets which depict a high level of awareness of the quality of the product to be consumed and awareness about the importance of natural ingredients would have more potential for a high level of sales for the Arizona Beverage Company as there would be significant demand for the products of the company. China, UK and India all three countries depict high level of demand for cold beverages, especially those which have natural ingredients and are quality products. The population levels in China and India are increasing incrementally which makes way for high levels of demand amongst the target population.
Preliminary Investigation
The preliminary investigation of the three possible international markets for the Arizona Beverage Company revealed that all three countries selected have a favorable economic environment, while the socio-cultural and the political environment for the 3 countries is very diverse, it is still favorable for the operations of the company. China is the only country which depicted some constrains when it comes to the legal environment as the country is a reserved country which strict laws pertaining to international companies operating and marketing in the region. India on the other hand has a very diverse distribution of infrastructure which can limit the distribution of the company products to some metropolitan cities in the country only.
Market Criteria
The demand of beverages is high in all the possible international markets pertaining to India, China and UK. While the weather in the three countries is very diverse, the demand for cold beverages is very high due to the lifestyle of the consumers in the region. The supply of cold beverages in the region on the other hand is significant as well; however there is little penetration of iced tea products in the markets pertaining to India.
Marketing Criteria
The iced tea as a product under the Original Arizona Iced Tea brand has the potential to be well received in the possible international markets of China, India and the UK. Moreover as the company seeks to sell the products at low and affordable prices even though they have no compromise on quality, the price of the product in the possible markets would also be favorable and well received. In terms of promotion however the company seeks to not adopt the traditional advertising strategy or methods but in markets pertaining China and India significant promotions might be required as the consumers are prone to be bombarded with advertisements in order to recognize a new product in the market. Similarly India can pose difficulties for the company when it comes to the distribution of the products to the consumers due to the lack of comprehensive and efficient road and rail infrastructure in the region.
Competitive Criteria
Competition in the international markets for cold beverages is very high as majority of the countries have more than two international beverage companies operating in the region while numerous local cold beverage products are also made available to the consumers at very low prices. Therefore if the Arizona Beverage Company launches all its beverage products in the international market at the same time it can face stiff competition in the markets. However when it comes to iced tea based products some of the countries in the international beverage market do not have much competition. This can help the Arizona Beverage Company to establish its iced tea products in the international markets.
Selecting a Country
The following section depicts the risk criteria that are involved with the international marketing of the Arizona Beverage Company products, the possible market portfolio mix, along with the SWOT analysis of the three shortlisted markets for the international operations of the company. Through analysis, a one final country market is also selected for the international marketing of the Arizona Beverage Company products pertain to the Original Arizona Iced Tea brand.
Risk Criteria
Other risk factors that need to be considered before the finalization of the international market for the marketing of the Original Arizona Iced Tea products by the Arizona Beverage Company include the social and the cultural factors associated with the consumption of tea in the international markets. This element provides the acceptance of the products and services provided by the company in the international markets as well as the level of demand that can be experienced. In the United States, tea consumption is not very high, while in other countries like India, China and UK tea consumption is significant and part of their culture and traditions specific to India and China.
Market Portfolio Matrix
The three most attractive countries for international operations that have been shortlisted include China, India and the UK. These countries depict high level of demands for the tea products and cold beverages, while the target market present in these countries is also significant based on their demand and population level of these countries. As a result based on the demand of the products, the similarities between the company philosophy and that of the target market culture and traditions the three countries pertaining to China, India and UK have been selected for further analysis.
SWOT Analysis
The following section presents the SWOT analysis for the three countries shortlisted for the international operations of the Arizona Beverage Company
China
The strengths of the country pertain to the high population level of the country, the acceptance of tea in the region and the importance that is associated with natural ingredients like jasmine and ginseng which are some of the main ingredients in the iced tea products of the company. The weakness of the country pertains to its restrictive legal environment which can create the barriers to entry for the company in the region. Moreover there is also significant competition from local tea manufacturers in the region. The opportunities that are available to company pertain to taking advantage of the high level of demand and market in the country while the threats that are presented are in the form of a volatile legal and political environment.
India
The strengths of international market in India is the high level of demand for the beverage products, while there is an established culture of tea drinking in the region. The hot climate in the region makes way for high demand for cold beverage products. The weakness associated with this market is the lack of efficient infrastructure. Additionally there also exists significant competition in terms of international retailers of similar beverage products as well as the local producers. The opportunities that are available to the company by extending products to this region is that the company can have access to a large untapped market for its products which can significantly increase the presence of the company in the international market. The threats however that are present in this region pertain to the highly volatile political and legal environment
UK
The strength of the international market of UK is the established infrastructure of the region and the culture of drinking tea which is a lifestyle as well as a traditional element in the lives of the consumers. The weakness of the market is that it is saturated with many international companies who provide cold beverage products as well as iced tea products. Additionally the untapped market in this region is very limited. The Opportunities that are present to the company pertain to having access to the European Union for global expansion when the company enters UK for marketing and distributing its products, The threats that are faced by the company pertain to facing stiff competition I the region from local as well as international companies selling cold beverages and iced tea to the consumers in the region.
Selection of the Best Possible Market
The market that has been selected for the purpose of expanding the Original Arizona Iced Tea brand and its products by the Arizona Beverage Company is the market of India. The reason as to why this market has been selected is because it provides the most potential for expansion and can catering to an untapped market while providing opportunities for long term future growth as well. Their do exist high level of risks associated with expansion of the company operations in the region due to the volatile nature of the political and the legal environment, however the culture of tea consumption and the climate of the region makes the Iced Tea products by Arizona Beverage Company very appropriate for this market. This increases the potential provided by India to serve as an international market for Arizona Beverage Company.
Environment and the Marketing Strategy
The following section highlights the external environments that are associated with the international market of India and how these environments can impact the marketing strategy for undertaken by the Arizona Beverage Company for its brand the Original Arizona, Iced Tea.
Economic Environment
India is one of the strongest economies to have emerged through the recent recessionary downfalls in the year 2008 and 2009. The country has build its economic strength based on the business process outsourcing projects undertaken in the region for international organizations around the word as well as through the export of its agricultural products and human resource. The expatriates sending finds home contribute largely to the strength of the economy and the potential it has for future growth. “India’s economy has been one of the stars of global economics in recent years, growing 9.2% in 2007 and 9.6% in 2006. Growth had been supported by markets reforms, huge inflows of FDI, rising foreign exchange reserves, both an IT and real estate boom, and a flourishing capital market.” (‘Indian Economy Overview’) The cold beverage industry in the region is mostly composed of either local companies manufacturing natural drinks or soft drink manufacturers like the Coca Cola Company and Pepsi Co. both of which have a significant share in the market. “As the beverage industry looks to the future, India is the country that offers the greatest potential, even more so than China. Right now, India accounts for approximately 10% of global beverage consumption” (‘For the beverage industry, India is the country that offers the greatest potential’). In terms of beverage consumption India is ranked third globally, following US and China. However there still exists a massive untapped market for cold beverages in the region which can be advantages for the Arizona Beverage Company.
Technological Environment
India as a country has undergone significant advancements and growth in the filed of technology. “In last 60 years, in sectors like business and S&T (Science and Technology) have advanced most. Most backward areas are infrastructure and social equity.” (Dutta) The advancement of the communications technology of the internet has made it possible for the business to overcome the infrastructure problems for conducting their business in the region. Everyone from prominent film celebrities to business men to street vendors who set their stalls on the pedestrian walk launched websites to attract customers (‘Technical India’). This shows that as the Arizona Beverage Company does not rely on traditional advertising or marketing, they can use the internet as a medium to reach out to their target market in the region.
Socio-cultural Environment
The demographics of India make it highly favorable for business both international and local alike. “India’s favorable demographics are often touted as one of the major reasons behind the country’s growth. Millions of educated Indians under the age of 30 act as the pistons firing in a multi-cylinder economic system, which continues to expand at enviable rates despite the global recession” (Shah, 2009). The country has a population which is approximately 1,150 million (‘India Demographics Profile 2008’) and majority of these are tea drinkers. The consumption of tea is a social tradition that takes place 2-3 times a day if not often in most homes. This cultural importance of tea along with the very hot weather of the region increases the demand for cold tea in India which can be tapped by the company in its marketing strategy.
Political-legal Environment
In terms of the political environment, the country is relatively volatile as there is a high level of competition in the politics of the region. The country is preliminary a democratic government run through the parliament, which manages the laws and the legislature for the import and export of goods as well as set up of businesses by international companies. The country is open and flexible with low barriers to entry when it comes to international companies seeking to start business in the region as it emphasizes foreign direct investment in the country. This can be beneficial for the marketing and international business strategy of the Arizona Beverage Company.
Competitive Audit
While the competition for cold beverages is very string in the region with international and local competitors vying for the attention and share of the same market, when it comes to iced tea, the competition present is much lower. There exist only a handful of competitors in this market. Tata Tea the tea manufacturing giant in the region lunched its iced tea version in 2002 under the name of Tetley(‘Tata Tea mulls iced tea launch’, 2002). On the other hand Pepsi has also recently launched its iced tea drink under the name of Lipton Iced Tea in coalition with the Unilever group (Pepsi firms up plans for iced tea, 2003). Another local tea manufactures is the Tuticorinport Company which manufactures and sells iced teas as well as instant and organic teas. The threat that is posed in terms of competition in the market is that the soft drinks/ fizzy drinks and juices can act as alternate substitutes for the iced tea products of the company, however there is a significant trend of increasing iced tea consumption which has been launched as a public service program to increase health by the government of India and the Tea Board of India (‘Ice tea all set to challenge of soft drinks’, 2008) favoring iced teas over soft drinks corporation.
Market Competencies
The competencies of the company pertaining to providing high quality products and low prices and providing unique and interesting flavors of iced tea to the consumers that use natural ingredients and increase awareness about health and herbs. Herbs and natural ingredients play a vital role in the diet of people in the Indian market and the company can use this competency to shape the marketing strategy. The marketing strategy can be based on emphasizing the health benefits of the natural ingredients in the Original Arizona Iced Teas and how it’s a high quality product provided at low cost to the consumers
Competing in the Market
The products that already exist in the market are priced and positioned as premium iced tea products. The Arizona Beverage Company can seek to position the products as consumer friendly and affordable iced tea while maintaining the international nature of the Original Arizona Iced Tea brand through brand association with the Arizona beverage Company. Keeping the prices low and the label of the international brand will increase demand for the product in the market while also increasing the circulation and dissemination of the product in the masses. This in itself can create marketing for the company through word of mouth advertisings from satisfied customers.
Market Segmentation and Target Market
The target markets of the Original Arizona Iced Tea brand can be segmented in terms of their demographics and their geographical positioning along with their tea consumption style. The characteristics of the target market for the Original Arizona Iced Tea brand depict that the target market would be primarily living in the urban areas of India, mostly in the cosmopolitan towns and cities. The target customers would be health conscious people who like to incorporate herbs and natural ingredients in their drinks and beverages instead of artificial flavoring. The age of the target customers can range between 10-50 year olds who want an alternative revitalizing beverage to the tradition hot tea or the cold soft drinks available in the market.
Marketing Mix
The following sections provide details on the marketing mix for the Original Arizona Iced Tea product by the Arizona Beverage Company.
Product Policy
Adaptation and Standardizing
The products that were sold in the United States under the name of Original Arizona Iced Tea can also be directly launched in India as well without making any changes to the product. This is because natural elements and ingredients of the range of iced teas provided are similar to the tastes and the preferences of the Indian consumers. However in the long run, the company can seek to adapt its products to the local Indian tea culture by incorporate the natural ingredients like cinnamon, ginger, eucalyptus, mint and cardamom in the teas as well to better appeal to the Indian consumers
Branding
The branding strategy for the products launched in the region would be based on the basic branding strategy of the Original Arizona Iced Tea. Additional emphasis can be made on the different ranges provided under the brand name with extensions in the form of Green Teas, Black Teas, White Teas, Diet Teas, and Organic Teas. The brand extensions of Spiced Teas can also be emphasized to cater to the Indian market.
Packaging and Labeling
The labeling of the products would be similar to the packaging in the United States, however a change would need to be incorporates in the labeling whereby the main ingredient which emphasizes the tea version will need to be pictorially represented in the packaging labeling. This is to help the consumers comprehend what the main ingredients of the teas are. Aside from this the packaging of the product will involve small PET bottles and tetra pack packaging for individual servings and larger PET bottles and tetra packs for servings of four people.
Production
Where possible, depending on the ingredients of the iced teas, part of the production can be provided through localized production set up in India where those teas having Indian spices and traditional ingredients can be manufactured in low costs. However those teas involving berries would need to be manufactured in the United States and then brought over to be sold in India due to the high costs involved with the set up iced tea manufacturing plants for such teas in the region of India.
After Sales Service
The iced tea product is a consumer product which does not require an after sales service.
Entering the Foreign Market
Mode of Operation
Most companies when entering high risk countries like India take the passive approach towards operations. The Arizona beverage Company however should take an active approach towards its operation in the region by investing in foreign direct investments in the region. The company can set up local operations in the region to facilitate production as well as the distribution and marketing of the products to the consumers in the market.
Production
The production set up in India would be specifically based to cater to the local variety of teas appreciated by the consumers in India. The teas which include products such as lemon, mint, ginseng, cardamom, cinnamon and greet teas can be manufactured at the production facility in India as this would reduce the production costs associated with these products enabling the company to provide the products to the consumers at low prices. The other iced teas with ingredients rather exotic to the region of India can be manufactured in the US and then shipped to India to be marketed and sold.
Distribution
The Arizona Beverage company should manage the distribution, however as the company is new to the region if India and little knowledge of the routines and the network for distribution of products and services that can be efficient, the company should hire third parties like retailers, bottlers and distributors to distribute its products in the market. In the initial 3-5 years the company can outsource distribution, but after operating in the region for some time the company would have the technical skills and the knowhow of the market and would be in the position to undertake the distribution under its operations. Traditionally in the beverage market in India the distribution is usually carried out by third parties that form partial associations with the manufacturing company. This is the case of PepsiCo and the Coca Cola Company in India.
International Logistics
The international logistic efforts that would be involved for the expansion of the product and services and the operations of the Arizona Beverage Company India include freight and shipping of ingredients and finished products from United States to India. The train and road based distribution of products from the manufacture facility in India to the storage depots. The products would also be transported using rail and road transportation method to the different major cities and towns catered to by the company
Communication Mix
Constraints
The constraints that would affect the communication mix for the company pertain to the differences between the American way of life and culture and that of the Indian consumers and the language barrier. While English is the official language in the region, not everyone has a command on the language. Similarly taboo topics and issues like relationships between the opposite sexes should be avoided in the communication strategy employed.
Advertising
The company has been primarily catering to the American consumers only and as a result its advertising and marketing mix has been developed as per the requirements of the American consumers. In order to target and cater to the Indian market, the company would need to be more explicit in terms of the content of the advertising in order to aid the consumers to comprehend the advertisements and the message being conveyed. The advertising strategy would have to be more emphasized than that in the United States, however instead of the traditional mediums of advertising the more innovative channels can be used.
Message and Media
The message that needs to be conveyed through the communication mix to the consumers is to inform them about the availability of the Original Arizona Iced Tea brand in India while encouraging them to purchase and consumer the product. Additionally awareness about the benefits of the iced teas and the ingredients in the Original Arizona Iced Tea need to be conveyed to the consumers to increase their appeal for the product. For this the company can target the customers through in store activities, point of sale advertisements, and marketing through the internet as well as brand activation strategies implemented on the ground. Using these strategies the company can avoid including in the traditional mass advertising strategies which it seeks to avoid as per its philosophy.
Sales Promotion
The sales promotion strategies that can be used by the company for its Indian market can be to launch point of sale advertisings in the retail stores and super markets. Aside from this Iced Tea kiosks can also be set up in the departmental stores where the company can provide samples of the products to the customers, sell the products to them as well as educate them about the ingredients in the teas and the benefits that can be achieved by the consumers through the consumption of the iced teas.
Personal Selling
The nature of the product in consideration is a beverage consumable by the customers. As a result personal selling essentially does not get involved in the promotion and sale of the product. However it can be incorporated in the brand activation strategy for the first year of operations to introduce the product to the market and to make them aware and education about it while increasing their demand for the product. Through brand activations stalls that sell the iced tea in chilled state can be set up on the streets along with the street vendor stalls as well as outside the major hand out spots in the urban cities. This will garner traffic to the stalls while introducing the product to them.
Pricing
Framework
The framework for the pricing of the products sold in the Indian market by the Arizona Beverage Company would incorporate elements depicting the quality of the product, a representation of the brand and its value to the customers, and the affordability of the products by the consumers in India.
Determinants of Foreign Pricing
The determinants of the foreign pricing strategy for the products by the Arizona Beverage Company would include pricing elements pertaining to the cost of the product. The cost of the product would incorporate the production cost of the product, the costs associated with marketing and sales of the products, the costs of the logistics for distribution of the products in India as well as the costs of logistics involved in the international trade and shipping of the products from United States to India. The above combined with the foreign exchange would be the determinants of the foreign pricing strategy for the products sold by Arizona Beverage Company in India.
Pricing Policy
The price of the Original Arizona Iced Teas in the US is $0.99. This is approximately IND47.50. A beverage at this price would be unsuitable for the Indian market. The target price therefore should be kept at IND25-30 adjusted for the foreign exchange fluctuations. The reduction in the price would be achieved through the local production of some categories of teas at lower costs. The profit that would be earned would be based therefore not on the premium pricing but through the volume of sales being made to the target market.
Influence of the Foreign Exchange
The foreign exchange plays a major role in foreign direct investments and the pricing of the resultant products and services. The current foreign exchange rate between the Indian Rupee and the US Dollar is 48.35 Indian Rupees for 1 US Dollar (‘Yahoo India Finance’). The price of the Original Arizona Iced Teas needs to be adjusted for the foreign exchange fluctuations.
Marketing Plan
Business Plan
The following depicts the sales and profit for the first three years of operations. The business plan aims to achieve penetration into the market of 0.5 percent of the population which should increase to 1.5 percent by the end of third year of operations in India. As there is a significant market for the products in the region, the objective for the 10 years of operation is to achieve penetration into 5 percent of the population and the market.
Year 1
Units
Per Unit
INR
USD
Sales
7,500,000
27
202,500,000
4,188,211
Cost of Sales
7,500,000
22
165,000,000
3,412,616
Profit
37,500,000
775,595
Year 2
Units
Per Unit
INR
USD
Sales
15,500,000
27
418,500,000
8,655,636
Cost of Sales
15,500,000
22
341,000,000
7,052,740
Profit
77,500,000
1,602,896
Year 3
Units
Per Unit
INR
USD
Sales
22,500,000
27
607,500,000
12,564,633
Cost of Sales
22,500,000
22
495,000,000
10,237,849
Profit
112,500,000
2,326,784
Implementation
Action Plan
The action plan would incorporate setting up the production facility in the India, where the management would be imported from the Unites States to hire new management and train the labor force. Simultaneously the brand of the Original Arizona Iced Tea would be marketed in the Indian market through the alternate channels of communication and advertising using the internet technology, brand activations and the strategy of in store promotions.
Organization
The operations of the Arizona Beverage Company would be localized in India in order to take advantages of the low costs associated with productions and operations which can additionally benefit the company. The management would be composed of executive management hired from the Indian market that have international job experience while the rest of the senior management would be composed of the Executive management at the US operations. The workforce and the middle/ lower management would be hired from the regional Indian labor pool. The hierarchical structure if the organization would be flat as with that of the US operations, this is to keep the company flexible and adaptive to the change sin the market.
Control
The operations of the company in India would be run under the close supervision of the board of directors and senior management at the US head office for the Arizona Beverage Company. Continuous feedback on the operation in the form of performance reports, market share reports and financial reports would be shared with the management in the US in order to make way for a closely monitored business operation. As the company would progress in the region in the ensuing years, the level of monitoring and control exerted by the US office can be reduced.
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Shah, S., (2009), India’s Demographics: Favorable Today, Costly Tomorrow, Harvard Business Online, retrieved July 30, 2009 from http://blogs.harvardbusiness.org/cs/2009/05/indias_demographics_favorable.html
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