1.

If no immediate change regarding the Novel Food Regulation (EU) is

foreseen, what could be an alternate use of camu camu?
Super Foods: Camu Camu in Peru
- It produces and sells functional foods
- finds superfoods that can be catered for modern consumers for both
medical and nourishment purposes.
Entering the US market:
- The FDA has regulations on companies importing products mainly
addressing foods and drugs.
- The restrict the sales of drugs and companies wishing to make any health
claims.
Example of Super foods:
-Acai Berries, Noni Juice, Camu Camu, Goji Berries, Maca.
Camu Camu could be sold in the EU as:
-A dietary supplement similar to the USA
-This includes tablets, powders, capsules, juices
-Eventually could be added to food such as ice cream, wines, jellies.
-It would satisfy the requirements to be sold in the EU
2. What brand strategy is Navitas following to adapt camu camu to the U.S.
market?
Navitas strategy
- research done on the health industry resulted in Navitas being more aware
of the increase demand of healthy foods.
- from regulations enforced it is evident that this industry is hugely important
in that market
-higher advantage over local brands "prestige and status global brands will
receive higher esteem scores than local only brands.
- they could use their mission and vision of the business to market in these
foreign markets.
-The brand image may need to be tailored to a foreign market based on that
countrys core values and its consumers preconceived notions of product
value.
Nativas in Peru:
focus on the promoting the essential vitamins and minerals
Foreign Competition
Lee, Clement
Lipaopao, Kevin
Lorete, Shienly
Carado, Rhan Diane
Ojerio, Rhea

MM 4-3

September 30, 2016

Existing firms in that industry that will become their competition.

3. Would you recommend that Peru use the same brand strategy Navitas is
using in the U.S. and in other international markets?
-Marketing strategy is defined as the means by which a firm responds to the
interplay of internal and external factors to meet the objectives of the export
venture
-A firms branding strategy should be refelctive of the businesses vision and
mission
- To be able to differentiate themselves by adopting a different brand strategy
altogether-The branding strategy must always recognise and accommodate
the competition present in that country.
4. Amazon Herbs follows in the U.S. camu camu. Would you recommend this
strategy to other American importers of camu camu?
-Camu camu needs to be adapted to the specific culture of the target market
Food is now seen as something more than just a substance used to satisfy
hunger
People are attracted to "healthy" and "organic" products
Promote camu camu in North American market as a health beneficial product
such as a health juice or dietary supplement.
- Navitas in the US
dietary supplement
-Globalisation and Technology changed the nature of competition,
Opportunities and risks when entering a new market.
Two strategies identifies
-

Standaisation- globe consumer culture positioning, having one brand

and product image that uses symbols (logos, colors, labelling, brand
image) that consumers all across the world can recognise.
Adaptation foreign consumer culture positioning, associates the brand
with a foreign culture, which would mean that peru would have to
adapt its strategy for every different market as they have different
ideas of that they foreign culture means and would have to adapt to
the cultural differences through their advertising of the product.

Lee, Clement
Lipaopao, Kevin
Lorete, Shienly
Carado, Rhan Diane
Ojerio, Rhea

MM 4-3

September 30, 2016

5. What international marketing strategy would you recommend to Peru in

order to promote camu camu in the North American market?
Both have pros and cons BUT
a combination of both would be the best option
- one consistent brand image with slightly altered marketing and advertising
in each submarket

Lee, Clement
Lipaopao, Kevin
Lorete, Shienly
Carado, Rhan Diane
Ojerio, Rhea

MM 4-3

September 30, 2016