Bandido Project 2004 Romania

BANDIDO Project 2013Romania

Our Team

• Jose Tole do – Full Customs Guatemala• Emanuel Brasov – Entegrated processing USA• Florin Suciu – le club yahmala romania

• The new team of the agency company have atremendous experience in the following fields:– Coffee, Water, Wine ,Beer– Branding– Sourcing– Production– Marketing– Sales– Banking– entertainment

Bandido beer project 2001

• First painted bottle in romania

• First flavoured beer in romania

• Full support in media– Mcm tv– Mtv romania– Atomic tv

• Full marketing and advertising support– Own club at costinesti– 25 different items– Full bandido county set up

Total investment= $ 345k

Unique SellingProposition

Pure bottled water enhancedwith:

• Natural goodness of tea• Flavours which taste great• bandido’s Excitement!

‘ It’s an Unsweetened, Pleasurableway to drink 1.5L a day! ’

Why unique?• No European competition is

doing this today• Full support by guatemala

stories and products• Unique and great

First was the BigBANDIDO and wewere prepared forthe most wantedbeer in the world !This will be thesame with theBANDIDO coffee

Original vs. ours

Ours vs. competition

The carton box

This is undercover

Bandido advertising

Research Headlines

• High scores for priced purchaseintention from Guatemala

• 80% agree concept is good fitwith Latino style

• 70% would enjoy drinking it

• 60% expect to find it in the coffeeaisle

• 50% agree it could replace partof the coffee they drink

Why Start in romania?

Market•Large enough in Europe(€ 700 Million)

•Advanced flavoured waters

Brand•BANDIDO – for top quality

•DREAM coffee – for medium

•Want new innovation

Competitors•Don Café share 70%

•Activity is in low price andflavour sector

Supply Chain•Full control of distributionsystem through Aquila Part

•Both Modern trade andTraditional – 72,000 stores

Baneasa business City Test

• Why?– To determine price,

positioning, volume• How?

– Product shipped fromguatemala

– Bandido coffee shop open– Direct sales promo– Buy 4 get 1 free

What Does guatemalacoffee Bring?

• The top coffee in the world• The very intresting brand –

bandido• Released already in 2001• Kept active in top events in

2003, 2004, 2005 and later on in2010,2012

• Technology expertise byjose toledo

• Coffee at the best price withthe best quality !!!

• Support products – rom,fruits

The Launch Plan

Development• Concept• Product

PilotFull Mix City Test

in BUCHAREST

Q2 Q3 Q4 Q1 Q2 Q3 Q4

BANDIDO COFFEEcapacity in Romaniacomes on line

Full Launch inBistrita

2013 2014

$150K investmentfor set-up and startup in Q3 2013

Full Launch inROMANIA

romania LaunchFinancials

Assumptions

• La Bonita bar: 4 parties /month• Guests: 1 per party• Consumers: 300 per party• New BANDIDOs: 30 persons• sales achieved: 30x4x10 = 1200euro/month•Potential in Q4 and Q1-2: 12x1200

Bandido parties

Key Parameters:• A TYPE – 4,000 EUROS• B TYPE – 3,000 EUROS• C TYPE – 2,000 EUROS

•ALL WILL BE SUPPORTED WITH MARKETINGAND ADVERTISING MATERIALS•COFFEE AND RED WINE•ROM AND TEQUILA IN GUN SHUTS•AND CAW RIBS!!•PICTURES, MOVIES, ON-LINE SUPPORT

Learnings FromCOMPETITION

• Slow Build– Distribution & visibility drive trial &

loyalty– Street warfare

• Created a NEW sector in COFFEE– High loyalty driven by brand and taste

• Use partners to build business

• GUERILLA MARKETING IN FIRST 3 QUARTERS

• DIRECT SALES IN RESIDENTIALS AREAS - PIPERA

REASONS OF CONSUMPTION

39%

51%

35%

25%

38%

28%

40%

13%

7%

15%

22%

18%

31%

29%

19%

34%

15%

11%

8%

4%

3%

4%

6%

4%

8%

7%

23%

9%

11%

5%

4%

34%

48%

6%

6%

7%

8%

14%

6%

3%

3%

9%

3%

10%

4%

5%

4%

4%

4%

6%

11%

6%

7%

15%

4%

31%

5%

17%

7%

9%

5%

6%T o get energy

T o pick me up

By habit

T o relax

T o take a break

For pleasure

T o begin the day

T o have something with my meal

I felt thirsty

Coffee Iced tea T ea Herbal infusion Water CSD M ilk Fruit / vegetable juice Others

(25%)

(14%)

(16%)

(22%)

(3%)

(3%)

(8%)

(9%)

(13%)

BANDIDO CHICAHOW YOU CANNOTDRINK THIS BEER !

THIS IS BANDIDO – WANTED IN ALL BARS !

BANDIDO CLUB

HERE WERE THE $$$ SPENDED

OUR MONEY

BANDIDO PERSONAL BAR

THIS IS THE ONE

CHANNEL ARCHITECTURE

Category BEVERAGES, COFFEE AND SWEETS

In Home Out of Home

Direct Retail Travel Leisure Food Service

Grocery Drugst. Kiosks

Home vending

TeleShopping

Mail Order

InternetSupermakets

Club Stores

Cash&Carys

Conveniencestores

Discounters

Hospitals

Schools

Factories

Universities

Age Homes

Offices

Prisons

Army

GasStations

SportsAcademy

GymsCinema

Theatre

Parques

Video Rental

Clubs/Bars

Hotel/Motel/Flats