1. Just
Brigadeiro^

2. Contents
The market
The 4P’s
Our target
The environment
The competitors
The Product
The Price
The Promotion
The Place
Who is it ?
How is it ?

3. Introduction
Just Brigadeiro, a sweet taste from Brazil !
Brigadier Eduardo Gomes:
Presidential Election 1950
Brazilian’s tradition
«Vote for the Brigadier: He is
handsome and single !»

4. The Market

5. The Environment
Chocolate is an $83 BILLION a year business, according to research
firm MarketsandMarkets.
Also according to franchisehelp.com, gourmet desserts made
of
chocolate will have a share GROWTH OF 13% in the next 4 years.
The average American consumes approximately 11.7 POUNDS of
chocolate each YEAR.
More than 1.5MILLION monthly searches for terms related to
CHOCOLATE and GOURMET DESSERTS.

6. The Environment
20% of growth in 2011 for organic chocolate
«Affordable luxury»
Dessert trend: Just as guests want savory foods for their
appetizer and entrée, they want many tasty sweet confections
for dessert instead of having one large piece of cake.
BRIGADEIRO is becoming a big trend on the East Coast,
specifically New York, and has been well accepted by the
American market.

7. The Competitors
Direct
All the brigadeiro brands in the U.S.

8. The Competitors
And also
Fudge
Chocolate
Truffle
Cupcakes
485 companies in L.A. 162 companies in L.A. 889 companies in L.A.

9. Our Target

10. Our Target Market
Party planners
5450 companies in Los
Angeles
We need to reach at least 12
of them
$6 billion revenue
-1.0% growth

11. Our Targets
Baby Boomers Active L.A. women
Measuring the Market (ages 40-59)
Population Size: 74 million
Percent of the Population: 26.1%
Percent Growth Forecast by 2010 (ages 45-64): 29.7%
SOURCE: U.S. CENSUS BUREAU
47% of them like to do different things in the same time.
49% have a good taste
56% like to have a close group of friends
42% like to appeal
71% take care of their appearance and image

12. The 4P’s

13. The Product
Brazilian candy
made with
chocolate and
concentrated milk
All natural
Family recipe
53
calories
small & cute
Perfect for
parties &
events !

14. The Product
Objective
Tactics
Strategy
6000 brigadeiros per month, which is $72,000 a year.
Manufacture and create brigadeiros, which is a brazilian chocolate candy.
Our different lines of products
Basic : black and white
Fun : personalized, special events
Gourmet: pistachios, fine chocolate & sprinkles

15. The Price
Objective
To earn a profit margin of $50,000 in the first year
and have it icrease by a minimum of 20% each year
Price Quantity
Total
revenue
Total Fixed
Cost
Total
Variable
Cost
Total Cost
(Fixed +
Variable)
Gross Profit
$1 Small 72 000 72,000 1500 28,800 30,300 41,700
$2 Cup 12 000 24,000 1500 14,400 15,900 8100
TOTAL 84 000 96,000 3000 43,200 46,200 49,800

16. The Price
Fixed costs
Strategy
Variable costs
Gas and parking and electricity. The amount that Brigadeiro has devoted
to its fixed cost is $3000 per month which is equally divided between the
two variety of chocolates.
All the ingredients required for making both types of Brigadeiro, Baking papers and cups. The
amount taken as the variable cost for both is 40% of cost for the small ones and 60% for the big
ones. This brings Brigadier's mark up as 60% and 40% respectively for both kinds of chocolates.
Produce 300 small brigadeiros and 50 cups for each party and cater to a minimum of 5 parties
per week
Introduce the unbeatable variety at very competitve prices
Tactics
Provide a good discount for any big orders

17. The Promotion
Objectives
Strategy
To create 100,000 exposures
Create brand awareness, inform and persuade consumers

18. The Promotion
Aesthetic
website
Coupons
Social
Networks
Brochures
Newsletter
PR
P.O.P.
Tactics

19. The Promotion
Total: 100,000 exposures
J F M A M J J A S O N D Nb of exposures
Buying cycle
1. Website 25,000
2. Social Media 20,000
3. Newsletter 8,000
4. Brochure 15,000
5. Coupons 17,000
6. PR 10,000
7. P.O.P. 5,000
No exposure
Buying cycle period
Exposure

20. The Place
Objectives
To expand the number of distributors for the ‘Just Brigadeiro’ line to
include at least 12 different distributors in the Greater Los Angeles area.
Reach our target market and achieve our short-term fiscal goal by June
2014 by means of Selective Distributing through our establish channels.
Increase the number of part-time employees to 5 by 2014.
Open a brick-and-mortar ‘Just Brigaderios’ store to directly sell to
customers and facilitate distribution networks. Dependant on profits -
intent of opening by late 2016.

21. Strategy
The Place
Our primary Distribution Channels involve selling ‘Just Brigadeiro’ through intermediaries
to reach our target market:
In order to expansively distribute our products, it is vital that we establish channels in
collaboration with:
Party Planners
In the Los Angeles area. Our market includes: Los Angeles, Santa Monica, Venice,
Marina Del Rey, Brentwood, Westwood, Beverly Hills, Hollywood, Palisades and Malibu.
Long term Goal
The long-term goal of ‘Just
Brigadeiro’ is to open a direct
channel of distribution by
establishing a brick-and-mortar
location to reach consumers.

22. Tactics
The Place
Multi-channel Approach
DIRECT CHANNEL OF DISTRIBUTION INDIRECT CHANNEL OF DISTRIBUTION
Purchases made directly through
‘Just Brigadeiro’ Webpage
Customer orders are made directly
through the ‘Just Brigadeiro’ webpage.
Attributes of each order include
quantity, flavors & desired time of
delivery.
Logistics:
Packaging, Handling & Shipping will be performed by
the business associates directly.
Delivery will be dependant on location (<50 mile
radius)
Accept orders through PayPal and credit card
transaction to complete sale.
Sales made through Intermediaries
by means of Intensive Distribution of Product
Promotional activities through Party planners
Companies & various media will allow
customers to approach ‘Just Brigadeiros’ to
request Brigadeiros to be served at their
event.
‘Just Brigadeiros’ functions by handling the
production, packaging and final sale of order.
Logistics:
By coordinating with the various distributors (party planners),
‘Just Brigadeiros’ will work in conjunction to bring the
product to the necessary location.
Transportation to & distribution of Brigadeiros at event is
managed by the intermediary.
Manufacturer
‘Just Bridageiro’
Intermediary
‘Party Planners’
Consumer
Manufacturer
‘Just Bridageiro’
Consumer

23. The SWOT

24. The Breakeven point

25. The Breakeven point

26. Thank you for
your
attention !