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Speach bropo en AlemaniaTRANSCRIPT
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Business Presentation / Work proposal GPA
Presentation- Bropo- Business Associates- Work Team- Financial Support
Chile and South AmericaWhy JAKO?Why BROPO?JAKO Product lines interestMarket Research- Customer segmentation- Main Segments description
Initial Promotional Strategy
Meeting Agenda
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BropoBusiness AssociatesWork TeamFinancial Support
Presentation
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Bropo SpA, company by stocks, established on March 8th, 2013, with indefinite duration.
Its headquarter is in Santiago, with high options to open agencies, subsidiaries, offices in other cit-ies of the country, even in foreign countries.
The main goal of the company is the import, ex-port, distribution, purchase, wholesale and retail of all kind of real and personal properties of any nature; likewise, the representation of all kind of national or foreign brands and all other activities related to the above mentioned.
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Bropo Associates
Víctor Manuel Cueto Cardona
Colombian business man, living in Chile for more than 12 years.
Founding partner and General Manager of the prestigious Chil-ean company Mantenimiento Técnico Industrial Ltda., Mant-predict Ltda., Service Station in Chile of the renowned Austrian company Liebherr, for its Port Mobile Cranes and Ship Cranes Division, among other compa-nies formed, managed and con-trolled by Mr. Cueto in Chile and the rest of South America.
Claudio Marcelo Pozo Alarcón
Professional Photographer and creator of “Grosnia” Communica-tions Agency. He worked as Sen-ior Product Trainer at Canon Latin America for eight years.
At academic level, he was teacher of Photography and Digital Image and Digital Communication post-graduate Classes at the Universi-dad del Desarrollo. Currently, he gives classes of Photography Test at the Universidad Peruana de Ciencias Aplicadas (UPC) in Lima, Peru and at Universidad del Desar-rollo in Chile.
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Our HistoryBoth associated partners are Directors of Fernandez Vial Sport Club (Tercera División A) of Concepcion, Chile; now, they are evaluating to be shareholders of SAD (Segunda División) of Linares, Chile, at the end of the current year.
Club DeportivoFernandez Vial de Concepción
Club DeportivoSAD Linares
Víctor Manuel Cueto Cardona
Claudio Marcelo Pozo Alarcón
Currently, his companies control 80% of Chilean ports by means of technical maintenance and spare parts supply for Port Mobile Cranes.
The professionalism and re-sponsibility in the development of the activities have allowed Mantpredict´s services to cross Chilean borders, landing in Peru.
Former Photographer for the Chil-ean Football Team; he worked as STR Photographer for France Presse agency and constantly col-laborated with “El Gráfico Edición Chile” magazine.
Besides, he participated in the creation of “El Gráfico Image Bank”, linked to a prestigious Ar-gentinean sport publishing, apart from marketing campaigns for brands like Coke and Red Bull.
Claudio Pozo is the representa-tive of football players, with 47 players under his administration.
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Team of Work
Licensed Lawyer from the University of Con-cepcion. Post graduate studies in Maritime Law and Strategic Con-tract Management.
“Project manager and commercial advisor for the companies in the Holding owned by Víc-tor Cueto Cardona”
Commercial Engineer with financial and man-agement specialization. 20 years of experience in Commercialization, Communication, Brand Management, and Re-lational Marketing for numerous companies. Currently Executive Director for GPA Con-sulting.
“Commercial Manager”
English-Spanish Trans-lator from the Univer-sity of Concepcion.
“General Assistant to the Management for the companies in the Holding owned by Víc-tor Cueto Cardona”
Industrial Engineer with strategic man-agement mention from the University of Chile. Currently working as a project manager for Latam Airlines Group.
“External project advisor”
Cristian Medina Fernández
Paula Alvarado Lazzarini
Viviana Alburquenque Marianjel
Francisco Echeverría Vicencio
Financial Support
Incluir Facturación y contratos…Profitable previous and current business for investing asociates.Chilean and International Banking accounts and support.Currently expanding business through South America.
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An investment opportunity
Chile and South America
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Investing in ChilePopulation: 16.572.475
Country 2013 2014
India 9.5 9.2China and Hong Kong 8.9 8.6Indonesia 6.7 6.0
Brazil 5.0 4.5Mexico 5.0 5.0South Africa 5.0 4.5Chile 4.9 4.7Colombia 4.2 4.1Argentina 3.8 4.3Rusia 3.8 4.4Poland 3.0 4.2Czech Republic 1.5 2.6
Rapid-Growth Markets ForecastWinter 2013(Selected economies, real GDP GROWTH, 2013-2014)
Best positioned economy in LATAM
First south American country in the OCDE
Credit rating Standard & Poor’s: A+
A solid gateway to South America
Annual GDP growth 4,8%
FTA with the EU
Chile: Foreign Direct Investment 2003-2012
4.334
7.2417.097
7.426
12.572
15.518 12.887
15.373
17.299
28.152
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
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A gateway to the rest of South America
BrazilPeru
Argentina
Population: 387 MHost to upcoming major sports events:2014 FIFA World Cup, Brazil2014 Sudamericano de Atletismo, Chile2014 Juegos Sudamericanos ODESUR, Chile2015 Copa América, (TBD: Chile, Bolivia, Mexico)2015 Campeonato Sudamericano SUB 20, Uruguay2015 FIFA U-17 Worldcup, Chile2016 Olympic Games, Brazil
And home to: More than a hundred football teams affiliated to CONMEBOL Copa Sudamericana Copa Libertadores de America Rally Dakar Copa Davis
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Currently no presence in South AmericaGood references from associated soccer playersHigh appreciation for European Brands in the South American marketExtensive catalogue in terms of product lines and varietyGreat previous experience with European Partners
Why JAKO?
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Business Experience.Sport Industry Experience.Financial Support.Strong Local Networks.Nationwide presence.We are passionate about the sporting industry.
Why BROPO?
Chile: an attractive country for foreign investment.Great potential for further re-gional growth.Poor service level for many current local competitors.
Market Opportunities
Internal Strengths
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Vision, Mission & Road MapBusiness ModelMarket ResearchMarketing Plan
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“What we want is for Bropo to be JAKO in Chile”
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Our Commitment to JAKO in South America
“Our Vision is to become a leading supplier for sports teams and institutions in South America”
“Our Mission is to deliver Top Quality sporting equipment Timely and at a Competitive price”
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Our Expansion plan for JAKO in South America
2013 2014 2015 2016ChileFootball Teams and InstitutionsRunning Events
ChileOther disciplinesSporting Events
Argentina & PeruFootball Teams
ChileRetail Store
BrazilOther disciplinesRetail
Regional expansion plans
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Starting Point: Commercializing JAKO in Chile
Our Business Plan
PartnersMeds (sporting medical center)
Chilean Olympic Committee
Regional and National Sport Ambassador
International Carriers
Custom Agents
Customer SegmentationCorporate:
Sport Teams and Institutions for all of JAKO’s product lines
Retail: RunningFootballOutdoor
Our Value PropositionProducts: “JAKO sporting goods through all of its lines”
Bropo Service PromiseQualityPriceResponse Time
Key ActivitiesWeb Sales Platform
Sales and Purchase Logistic
Customer Relationships
Corporate: Long term contracts for sports teams
Massive Customers:Frequent client programs
Key ResourcesJAKO Products
Internal Transport Logistic Partner
Long-term con-tracts with sup-plier and partners
Direct Marketing Resources
Distribution channelsCorporate: Direct and dedicated Sales Force
Massive Customers:Web SalesDepartment Stores
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“What we are planning to distribute”
Product Lines
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Basically: every product line, with certain focus based on the most attractive markets
FOOTBALL
TEAM LINE
RUNNING HARDWARE WOMEN
BASICS
BASQUETBALL HANDBALL VOLLEYBALL
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Institutional: Sports Teams and InstitutionsRetail: Football, Running & Outdoor
Market Research
“Who and how are our potential customers in Chile and abroad”
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Main Client SegmentsF
oo
tbal
l PROFESIONAL EDUCATIONAL INSTITUTIONS PRIVATE FOOTBALL LEAGUES PUBLIC INSTITUTIONS FOOTBALL SCHOOLSAMATEUR FOOTBALL
First Division A Schools Enterprise Armed forcesRegional Associations
First Division B Universities Municipal and Private Municipality
Second Division
Bas
ketb
all
Oth
er M
arke
tsR
etai
l
PROFESIONAL EDUCATIONAL INSTITUTIONS
VOLLEYBALL
RUNNING
TENNIS
FOOTBALL
RALLY
OUTDOOR
DIMAYOR Schools
Local Associations Universities
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Football
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Professional Clubs in Chile
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14
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First Division A
First Division B
Second Division
44 Professional
Clubs
Disaggregated MarketStrong regional brands on small clubs: Training Professional, DalPonte and PenaltyAverage time with the cur-rent brand: 4 years
Training Professional
DalPonte
Diadora
Mitre
Joma
Lotto
Penalty
Umbro
Uhlsports
Otros
Competition overview 20%
16%
11%
11%
9%9%
7%
7%
7%
7%
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Clubs: 18
Series for each Club: 8 avg.
Competition:11 sports brands
Average time with the cur-rent brand: 3 years
Main purchase model: Exchange
Purchase decision maker: Board DirectiveDecision variablesQualityPriceDelivery Time
Product lines:FootballTeamlineHardware
Purchase Volume:2000 equipment/year
Segment Profile
First Division B
Second Division
First Division A
Professional Clubs in Chile
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Segment Competition
First Division B
Second Division
First Division A
Professional Clubs in Chile
TEAM BRAND SINCE
Audax Italiano Diadora 2006Cobreloa Lotto 2012Cobresal Lotto 2005
Colo-Colo Umbro 2006Deportes Antofagasta Training
Professional2010
Deportes Iquique Lotto 2012Everton O’ Concept 2012Huachipato Mitre 2009Ñublense Uhlsport 2013O'Higgins Diadora 2012Palestino Training
Professional2007
Rangers Lotto 2011San Marcos de Arica DalPonte 2012Santiago Wanderers Mitre 2009Unión Española Joma 2010Unión La Calera Training
Professional2007
Universidad Católica Puma 2008Universidad de Chile Adidas 1999
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Segment Profile
First Division B
Second Division
First Division A
Professional Clubs in Chile
Clubs: 14
Series for each Club: 6 avg.
Competition:9 sports brands
Average time with the cur-rent brand: 3 years
Main purchase model: Purchase
Purchase decision maker: Board Directive
Decision variables:PriceQuality
Product lines:FootballTeamlineHardware
Purchase Volume:300 equipment/year
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Segment Competition
First Division B
Second Division
First Division A
Professional Clubs in Chile
TEAM BRAND SINCE
Barnechea Mitre 2013Coquimbo Unido Uhlsport 2013Curicó Unido DalPonte 2012
Deportes Concepción Penalty 2013Deportes Copiapó Romma 2013Deportes la Serena Penalty 2013Lota Schwager Training
Professional2003
Magallanes DalPonte 2013Deportes Naval Erreá Sports 2013San Luis Training
Professional2009
Santiago Morning Training Professional
2007
Unión San Felipe Joma 2010Unión Temuco M11 Sport 2011Universidad de Concepción
Penalty 2012
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Segment Profile
First Division B
Second Division
First Division A
Professional Clubs in Chile
Clubs: 12Main purchase model: PurchaseDecision variables:PriceQualityProduct lines:FootballTeamlineHardwareCompetition:11 sports brands
TEAM BRAND
Deportes Linares RommaDeportes Melipilla Training
ProfessionalDeportes Puerto Montt
Evensport
Deportes Temuco PenaltyDeportes Valdivia UmbroIberia NorwestSan Antonio Unido DalPonteTrasandino LottoAudax Italiano B DiadoraColo Colo B UmbroÑublense B UhlsportUnion Española B Joma
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Some more FootballBasketballVolleyball
Other Customer Segments
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Other Client Segments
Amateur Football Universities and School Leagues
ANFA (Main association) 59 Universities
Football Schools
1.000 football schools along the country
Basketball
4 Mayor Leagues
Volleyball
5 Main Leagues
15 Regional Association 3.000 Schools in Santiago + Concepción
4.690 Clubs
659.254 Players
20 Professional Teams 14 Semi-Professional Teams
50 Semi-Professional
Football
Basketball Volleyball
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FootballRunning
Retail
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Football Retail marketM
arke
t
Simpatizante
Hincha
Fanático
Colo Colo
U. de Chile
U. Católica
90% of the Chilean population follows a football team
The main sales channel is department stores retail
81% are fans of the 3 main clubs: Colo-Colo, Universidad de Chile and Universidad Católica
Almost 50% declares to be a passionate fan
The main profile is defined by the following attributes:
This accounts for a potential of almost 12 M clients for those teams brands
13%
36% 51%
11%
37% 52%
VARIABLE PREDOMINANTE %
Género Masculino 95%Edad 18-35 58%NSE C2 34%
Sector Urbano 87%Regiones RM 39%
VIII 12,40%Motivo de la práctica Entretención 47%
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Running MarketsR
etai
l
Co
rpo
ratePotential Market: 2,5 M
Client: RunnersSales Channel: Department Stores
2nd most popular sport in Chile51% sales trough department
stores
Client: EnterpriseSales Channel: Direct Sales Force
More than 40 massive running events in 2012Some of the major events:Brooks Run 4.000 runnersWe Run Santiago (Nike 15/12/2012): 10.000 runnersIND Run 2012: Over 20.000 runners
VARIABLE PREDOMINANTE %
Género Masculino 62,2Edad 18-25 26,6NSE ABC1 53,1
Sector Urbano 93,4Regiones RM 59,6Motivo de la práctica Entretención 30,6
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“How are we going to market JAKO in Chile: a first approach”
Promotion Strategy
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Promotion Strategy
Brand Positioning
Brand Positioning
PPRR
Sales Promotion
Sales Force
Viral Marketing (word of mouth) Especial resources to improve long term customer relationshipsFidelization activities (Customer acquisition and retention)
WebSpeciaized media (Magazines, TV and Radio Shows)Brand sponsoring
Product launching events with media coverageIndividual social and sporting events invitationsCorporate gifts
* “Promotion is to communicate, inform and persuade the customer and other stake-holders on the enterprise and its products”
Direct Promotion: Discount, exchange and corporate gifts and Brand NewsletterIndirect Promotion: Chanelized thorud our partners network
Sale excecutives for major corporate segments.
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