1. O TTERBOX E NTERS B RAZIL Kerry D’Azevedo, Garrett Tosh, Jordan Walker

2. A BOUT O TTERBOX Fort Collins, Colorado Offices in Colorado, Ireland, & Hong Kong 650 Employees Worldwide

3. W HAT IS O TTERBOX ? Series:Protects Against: ArmourWater, drop, dust, crush DefenderDrop, dust, scratches CommuterDrop, dust, scratches ReflexDrop, scratches PrefixDrop, scratches PursuitWater, dust, scratches, drop Figure 1. Description of Series (Otterbox, 2013)

4. G ROWTH S TRATEGY Market Development Strategy Smartphone Use Growing In Brazil Large Market Share First-Mover Advantages “By 2017 Brazil will be the fourth-largest market for smartphone sales” Source: (Investor’s Business Daily, 2012)

5. J USTIFICATION FOR E NTERING B RAZIL Stable Position In Terms of Risk o Low economic risk o Medium f inancial risk o Medium p olitical risk Active Culture Life o S upports main idea for Otterbox protective cases Culture “melting pot” and Accepting of New Ideas

6. J USTIFICATION FOR E NTERING B RAZIL High GDP o $2.394 Trillion  L owers economic risk Unemployment Rate is Declining o 5.5% in 2012 High Literacy Rate and Education Status Source: (The World Factbook) (Brazil, Country Profile, 2013)

7. T ARGET M ARKETS Middle Class Intends to buy: Furniture Appliances Travel TV/Video Products Cell Phones Computers Upper Class Intends to buy: Travel Furniture Appliances Source: (Kligin, 2012)

8. P ROFILE OF T ARGET M ARKET Different cases for different lifestyles Armor, Defender, Preserver series for active people Commuter, Reflex, Prefix for slimmer, more ergonomic everyday protection

9. C OMPETITIVE C LIMATE Protective Cases: New Industry To Brazil Competitor: Case Logic o Prices range from $9.99-$20.00 in USD o Standard cases for smartphones o One year warranty o One case style with a variety of color options

10. O TTERBOX D IFFERENTIATION Otterbox Offers A Wider Variety of Protective Cases o Seven different series available o Different color options available o Higher price point for cases due to the protective nature and the benefits added to the consumer ($24.95-$89.99)

11. P OSITIONING : B Y A TTRIBUTE OR B ENEFIT Focusing on: o Benefits Each Case Series Provides o B enefit the A ctive L ifestyles in Brazil o W arranty o SUPERIOR PROTECTION

12. P OSITIONING : B Y C OMPETITION Otterbox Benefits Over Case Logic Stronger Than Competitor: Win Market Share

13. E NTRY S TRATEGY Direct Exporting o More Control o Slightly Higher Risks Indirect Exporting o Less Control o Less Risky

14. D ISTRIBUTION C HANNELS Category killers: o Ricardo Electro o Insinuante Specialty stores: o Vivo Brasil o TIM o Claro o Oi E-Commerce

15. M ARKETING S TRATEGY : P RODUCT *Packaging set to Portuguese ●*Bright vibrant case packaging ●*Warranty printed on front to help reduce uncertainty Source: (JMVDIGITAL, 2013)

16. M ARKETING S TRATEGY : P RICE Price will be similar to US prices due to the difficulty in assessing the levels of demand Dollar conversion $1.00USD= $2.37BRL (Convert United States Dollar to Brazilian Real ) We can forecast high demand due to the active lifestyles and the compatibility being smartphone use and growing economy

17. M ARKETING S TRATEGY : P LACE Export Products to Major Retail Stores Ricardo Electro Insinuante High Volume Stores With Competitive Nature in the Electronic Industry Selective Distribution Will Target Right Consumer Selling in Category Killers Vivo, TIM Claro Oi

18. M ARKETING S TRATEGY : P ROMOTION Increase Demand and Encourage Consumers Mainly Using a PUSH Marketing Tactic Retail Stores Are in Charge of Selling Otterbox to the Consumers Trade Promotions Push Product to the Retail Stores- Shelf Space & Volume Social Couponing 6.7 million Groupon users in Brazil Discount Code Used to Track Effectiveness Source: (Knight, 2011)

19. R EFERENCES About Otterbox: International. (2013). Retrieved from http://www.otterbox.com/international/international,default,pg.html About Otterbox: Our Story. (2013). Retrieved from http://www.otterbox.com/our-story/our-story,default,pg.html Convert United States Dollar to Brazilian Real. (n.d.). Retrieved December 3, 2013, from The Money Converter: http://themoneyconverter.com/USD/BRL.aspx http://themoneyconverter.com/USD/BRL.aspx Investor's Business, D. (2012, March 16). China to lead in smartphones. Investors Business Day. JMVDIGITAL, Inc. (2013). Otterbox Retail Packaging. Retrieved December 9, 2013, from http://www.jmvdigital.com/design/otterbox-retail-packaging/ North Colorado Business Report. Otterbox Launches Website To Expand International Sales, Lynn, 2013. Retrieved from http://www.ncbr.com/article/20130723/NEWS/130729976/0/EDITION08http://www.ncbr.com/article/20130723/NEWS/130729976/0/EDITION08 Kligin, S. (2012, July 18). What Brazilian Consumers Want. Retrieved November 17, 2013, from http://latinlink.usmediaconsulting.com/2012/07/what-brazilian-consumers-want Knight, K. (2011, June 2). Latin Americans hitting coupon/deal sites hard. Retrieved December 6, 2013, from Biz Report: http://www.bizreport.com/2011/06/latin-americans-hitting-coupondeal-sites-hard.html The World Factbook. (2013, August 27). Retrieved October 17, 2013, from Central Intelligence Agency: https://www.cia.gov/library/publications/the-world-factbook/geos/br.html https://www.cia.gov/library/publications/the-world-factbook/geos/br.html