Name: ID:

Cristel Rodriguez Nava 203010

Beyda Celeste Elías García 203076
Fernando Villareal Morales 201011
Tamara Denisse Castro López 203003
Karen Itzel Vázquez Gutierrez 193136
Subject Name: Teacher:
International Marketing Darío Gibran de la Cerda Denegri

Activity Name: Project

Date:
01/07/2021

Bibliography or References:
Links:
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 Introduction

Now giving development to the country of Mexico, introducing the product from

Canada "The Real Maple Syrup".

It will be exported to Mexico, to an upper-middle class market, since this product

will be located in certain exclusive areas, since this will be our market. In addition,

this product will be exclusive, since it will have a price according to the average

salary of the upper-middle class, and that not any market will be able to acquire.

In order to introduce it to Mexico, it is necessary to change the name of the

product, since the language, customs, and market is different, that is why in Mexico

it will be called "La Real".

According to your promotion, it will be different, since in Mexico, there are too

many "Billboards" that are in the different main avenues of the city, and due to the

traffic and the long distances that this causes, it would be one of the promotions,

since spending some time in the car, you look around to see what you can find new.

In addition, you will have advertising 24 hours a day, 7 days a week, and you save a

little more, since it is more economical. Because it is so large, it captures the visual

field of passers-by, attracting the attention of thousands of people who can become

potential customers.

An important and fundamental part that was also changed was the logo, it was

adapted to the country, putting flashy colors, but elegant at the same time, and also

added a Mexican touch, since in Mexico one of the best-known traditions, is the

day of deaths, was added to the logo a crepe paper.

 CANADA

Description of the Market

Demographic:

Medium class families especially the ones that have at least 1 child, around

the age of 25-50 years old, has an income of $70,000 Canadian dollars by year.

Psychographic:

• Likes sweet things

• Likes to have pancakes or muffins

• Likes beverages that contain maple syrup

• Likes products that are 100% pure

• Lives with children

• Likes de flavor of maple syrup

Behavioral:

• Shops at Walmart or Loblaw Companies

• Eats breakfast

• Cooks breakfast

• Shops the groceries personally

Geographic:

Canada, especially in Ontario or Quebec

Product

Name:

The name of the product is The Real Maple Syrup in English, and Le Vrai

Sirop D'érable in French.

Reason for the Name:

The reason why this name was chosen is because the main characteristic of

the product is that it is 100% maple syrup, so by the word “Real” the consumers

understand that the syrup is of an original flavor and pure. Also, it resembles the

royalty that in Canada is still present. Another reason for the name is because one

competitor’s brand name is President’s Choice, so by choosing “The Real” it’s like

the better and more luxurious option instead of President.

Logo:

This is the logo for the product, which really accentuates the royal aspect of

the name.
Product Description:

This is a 100% maple syrup made in Canada, the taste is pure and the

container is made up of glass to keep the syrup fresh and uncontaminated. The

container’s shape is like an oil dispenser.

Why we choose this product:

The number one reason we chose to make a maple syrup is because the large

production of this asset in Canada, is one of its specialties due to the great amount

of maple trees that exist in that region. Another reason is that Canada exports a lot

of maple syrup making this product a great candidate to be on sale internationally.

Price

On average, Canada has a better income performance, since on average a

middle-class family earns around $70,675 CAD, which in Mexico would be

1,085,585.67 MXN.

The province of Quebec in Canada is the one that produces the largest maple syrup

on the planet.

Although the maple tree (maple) can be found almost everywhere in the world, the

production of honey is exclusive to the Eastern region of North America; The world

production of this product comes exclusively from this region. In fact, the region is

known as the "Maple Belt." The area is the only one in the world that receives the

climatological conditions necessary for the commercial production of maple syrup.

A radical change in ambient temperature is necessary for the maple to begin to

reveal its sweet secrets. Extremely cold nights (below 0°C) immediately followed by

hot days (above 0°C) are required for tree sap to flow.
There are a variety of maple trees, but the best known are the red maple and the

rock (or sugar) maple. A mature maple produces about 40 liters of sap during the 4

to 6 weeks of the production season.

A mature maple tree sheds an average of 1/2 acre of foliage each summer. Getting

the maples are around 80-150 CAD, and within the land there would be

approximately 560 maple trees, and on average they would produce 22,400 Lt.

As for the packaging, a package of glass jars, wholesale 10,000 pieces, is priced at

2,500 CAD, and per piece its cost would be 4 CAD.

Your label would have the price, per piece of .65 CAD.

Adding all this, per piece the production would cost $6.65.

For a middle-class family, it will be affordable to buy honey syrup at $17.20 CAD

for 420 ml. since on average they earn $19 CAD per hour.

Place

The research of the main places where maple syrup is sold are in the

supermarkets.

There are many chains of supermarkets in Canada that sales this product, because

of how famous this ingredient is the customers can find it very easy but the sale of

our maple syrup is going to be in the best know supermarkets like:

• Costco

• Walmart

• Loblaw Companies (which is the most famous chain of

supermarkets in Canada)

• Metro Inc.

• Real Canadian Superstore

Promotion

Promotion strategies are one of the most important marketing resources.

With them we can make our product known, create the need for it in the market,

and even achieve a good positioning of our brand. Therefore, if we want to sell our

syrup, it is very important that we are clear about which promotion strategies are

best for our business, since it is a key action for us to achieve success.

These are the three strategies we will use:

- Instagram influencers: We chose this type of promotion because Instagram

is currently one of the most used social networks in the world and influencers on

these social networks attract a lot of people to use the products they use because

they are role models for people in general.

The main benefits of using influencer marketing techniques in our campaigns are

the following:

1. We get to amplify the positive messages of our brand or company.

2. It generates a lot of conversation on the network about our products

or services.

3. The brand gains reputation and prestige.

- Facebook advertising: Recently, City News published a study listing the

types of mobile applications most used by Canadians. Facebook is the most used by

them. As we all know, it is important to know our audience in order to plan our

social media strategy and messaging. Facebook has a very wide advertising

interface, in which we will have all kinds of options to promote our content or

present our product.

- Launch promotions: This will allow us to encourage the purchase and

consumption of our product as well as facilitate the introduction of our product to

the market and to neutralize the promotional marketing strategies of the

competition.

Competitors.

President's Choice Pure Syrup Maple.

Price: $32.27

President's Choice 100% pure

amber maple syrup is right in the

sweet spot between golden and

dark. Made in Quebec, it has a

medium caramel-like intensity,

making it rich but not robust.

 500ml glass bottle

 100% Pure
Old Fashioned Maple Crest.

Price: $13.47

Old Fashioned Maple Crest 100% Pure

Maple Syrup is processed to perfection by

5th generation Master Sugar Makers of

the Bernard family. This golden, crystal-

clear syrup is served with pride around

the world. Enjoy the unique maple flavor

it lends to your favorite foods and recipes.

The Bernard family, proud processors of

quality syrups.

 1 liter

 Pure Maple Syrup

 Grade A Dark, Robust Taste

 Easy to handle plastic jug

 Non-drip pour spout cap

 MEXICO

Description of the Market

Demographic:

Medium high-class families especially the ones that have at least 1 child,

around the age of 25-50 years old, they have a monthly income of around $77,000

Mexican pesos.

Psychographic:

• Likes sweet things

• Likes to have pancakes or muffins

• Likes beverages that contain maple syrup

• Likes products that are 100% pure

• Lives with children

• Likes de flavor of maple syrup

• Likes to eat healthy food

• Likes eating sweet things but that are healthy

Behavioral:

• Shops at stores like H-E-B, Walmart, Chedraui Selecto or La Comer.

• Eats breakfast

• Cooks breakfast

• Shops the groceries personally

• Eats healthy

• Has a morning routine

Geographic:

Mexico, especially the zones where the income is higher than the average for

example San Pedro Garza García, this area is known for having a high purchasing

power.

Product
Name:
The name of the product is The Real Maple Syrup in English, and Le Vrai

Sirop D'érable in French.

Reason for the Name:

The reason why this name was chosen is because the main characteristic of

the product is that it is 100% maple syrup, so by the word “Real” the consumers

understand that the syrup is of an original flavor and pure. Also, it resembles the

royalty that in Canada is still present. Another reason for the name is because one

competitor’s brand name is President’s Choice, so by choosing “The Real” it’s like

the better and more luxurious option instead of President.

Logo:

This is the logo for the product, it changed a little bit because now the

approach of the brand in Mexico is for it to look friendly and familiar.

Product Description:

This is a 100% maple syrup made in Canada, the taste is pure and the

container is made up of glass to keep the syrup fresh and uncontaminated. The

container’s shape is like an oil dispenser.

Adaptation of the name:

The adapted name of the product in Mexico is “La Real”, which is a short

version and also a translation of the original name “The Real Maple Syrup”. The

reason why the name changed is because in Mexico English names are not very
common and also there could be people that don’t understand the name, therefore

by translating it consumers can now understand that the product is pure.

Price

The salary in the country for 2022 goes to $172.87 per day, however, it should be

noted that the minimum wage in the northern border of Mexico is different. In

what is known as the Border Free Zone, employees will earn up to $260.34 pesos

per day. Therefore, they will earn $7,914 pesos per month.

What states are included in the Border Free Zone?

● Baja California (Tecate, Tijuana, Ensenada, Rosarito Beach, Mexicali, San

Felipe and San Quintin).

● Sonora (Naco, Agua Prieta, San Luis Río Colorado, Caborca, Altar, Sáric,

Nogales, Santa Cruz, Cananea, Puerto Peñasco and General Plutarco Elías Calles).

● Chihuahua (Janos, Coyame del Sotol, Ojinaga, Ascensión, Juárez, Práxedis

G. Guerrero, Guadalupe and Manuel Benavides).

● Coahuila (Hidalgo, Ocampo, Piedras Negras, Nava, Acuña, Zaragoza,

Jiménez and Guerrero).

● Nuevo Leon (Anahuac).

● Tamaulipas: (Nuevo Laredo, Guerrero, Mier, Río Bravo, Valle Hermoso,

Matamoros, Miguel Alemán, Camargo, Gustavo Díaz Ordazy Reynosa).

With this, it would be impossible for a family to afford to buy a maple syrup at the

price that is set, that is why we have decided that our market will be the upper-
middle class, having an average salary of 77,975 MXN per month, which will be

easily accessible.

Researching markets such as Walmart, La Comer and HEB, maple syrups are

around $150-$220 MXN, so our product will be at $179 for a 320 ml presentation.

Place

These are the main supermarkets where the product will be on sale. The stores are

the most used by Mexicans to buy all kind of products but in a higher price, those

supermarkets used to sell products with great quality which increase the prices of

each item.

● Chedraui Selecto

In addition to handling products of their other formats, they have gourmet

food areas, wine cellar, import products, selection of live marine species in

pond and

luxury ingredients.

● Walmart

It offers customers and partners, quality merchandise, assortment, good

service and low prices every day.

 ● H-E-B

Has a strong positioning in exclusive brands covering the range of

customers: from those looking for low prices to those looking for specific

products.

● La Comer

La Comer is shaped by the variety and exclusive quality of La Comer, the

natural selection of Fresko and the select lifestyle of City Market.

Promotion

These are the strategies that will be used:

● Billboards in the streets

In Mexico, the brands used to promote their products in big signs that shows

a very little description of the product, maybe the slogan or something

related to the product to cap the attention of the people. So, to promote the

maple syrup, we will use keywords and big images.

● Tik-Tok promotion

Here in Mexico, many people produce recipes of food and have a lot of

followers like @robegrill, @andreaacocina, @santiago.cooks,etc. All these

influencers talk about their favorite products, we can contact them to

promote the maple syrup, they can use their own way to promote it.

● Television commercials
 Mexicans still watch television; the promotion can be with commercials that

give to the viewers information about the maple syrup. This allows to get to

that market.

Competitors

Karo

Price: $30.50 pesos

250 ML

Karo Maple will be the perfect ally for your mornings. Its

consistency and ideal sweetness will help highlight the

flavor of countless dishes from a rich French bread to a bowl

of oatmeal or fruit that will make your mornings a balanced

and delicious enjoyment.

● Important features

● perfect consistency

● Enjoy balanced and delicious dishes

● Ideal for breakfast

● Sweeten drinks
Pronto

Price: $19.90

250 ML

The best and delicious combination for

your hot cakes Soon

Important features

● Delicious taste

● With more than 50 years in

the Mexican market

● Excellent consistency
 Conclusion

In conclusion, the internationalization of products always requires an adaptation

due to different factors, whether cultural, social or language. That is why when

developing this product initially in Canada we saw a great sales opportunity since it

is a very popular product in the country, when exporting this product to Mexico it

was necessary to make adaptations for example to the name, logo, market, etc. in

order to have more reach as a brand and also that Mexicans accept the product and

do not reject it for being something that is not aligned with their culture.

Hence the importance of what this project exposes by adapting a brand and a

product that is the same in both countries but that requires changes to be able to

grow as a company.

Market research was also developed to be able to make the product enter a

different market from the one of origin and that it has successful sales within the

new country to which it will be introduced.

The product that in this case is a maple syrup has the potential to be a product that

will be preferred instead of competing brands, since the advantage of this product

is that it is 100% pure maple syrup, because the competition only sells corn syrup

with maple flavor, that is, it is not 100% pure only contains the flavor.

Finally, this project allowed us to develop the skills to identify a market and how to

adapt it to any other country.