Page 1

1


2


3


World Conquer International Consult Ltda Al. Lorena 800, Cj. 1602 – Jardins - São Paulo, SP, Brazil 01424-001 Phone: (55 11) 3051-9080

Service Proposal For In-Country Marketing Representative (Brazil) Prepared for ALASKA SEAFOOD MARKETING INSTITUTE State of Alaska

Department of Commerce, Community and Economic Development 311 N. Franklin Street, Suite 200 Juneau, AK 99801 USA

August 15, 2010

4


World Conquer International Consult Ltda Al. Lorena 800, Suite 1602 – Jardins - São Paulo, SP, Brazil 01424-001 Telephone (55 11) 3051-9080 jose.madeira@worldconquer.com PROPOSAL LETTER São Paulo, August 15, 2011 Mr. Naresh Shrestha Finance Officer Alaska Seafood Marketing Institute (ASMI) 311 N. Franklin Street, Suite 200 Juneau, AK 99801 - USA Dear Mr. Shrestha, We are pleased to submit the attached proposal to Alaska Seafood Marketing Institute (ASMI) to provide In-Country Marketing Representation services in Brazil. The enclosed proposal reveals our team’s broad knowledge and experience in the area of international marketing and promotion, Brazilian seafood industry, HRI, consumer, trade, trade promotion, market research, agent/distributor search, trade mission organization, trade show participation, match-making, market entry strategy and the United States and Brazil business conditions. We propose to furnish and deliver any and all of the deliverables and services named in the attached proposals for which prices have been set. The price or prices offered herein shall apply for the period of time stated in the RFP. We further agree to strictly abide by all the terms and conditions by the ASMI contained in the RFP by any attached special terms and conditions in the RFP. It is understood and agreed that this proposal constitutes an offer, which when accepted in writing by Alaska Seafood Marketing Institute, Department of Commerce, Community and Economic Development, State of Alaska and subject to the terms and conditions of such acceptance, will constitute a valid and binding contract between the undersigned and the ASMI. It is understood and agreed that we have read ASMI’s proposal Content and Requirements, Attachments and specifications shown or referenced in the RFP and that this proposal is made in accordance with the provisions of such specifications. By our written signature on this proposal, we guarantee and certify that all items included in this proposal meet or exceed any and all such ASMI specifications. We further agree, if awarded a contract, to deliver goods and services which meet or exceed the specifications. We welcome the opportunity to discuss our contribution in helping the ASMI reach its goals and further strengthen the Alaska seafood brand and commercial links in Brazil. Thank you for your consideration.

Yours very sincerely,

Jose Madeira Managing Director

5


1.

Table of Contents

Topic 1. 2.

Page ........................................................................................................................................ Table of Contents 6 .............................................................................. Standardized Individual New Business Questionnaire 7

a. Proposer’s name, address, internet URL, telephone and fax numbers ...................................................... b. Individual’s ownership .................................................................................................................................

7

c. List full-service U.S. and foreign individual offices/addresses .................................................................... d. List of full-service non-U.S. individual offices .............................................................................................. e. Top 10 worldwide clients .............................................................................................................................

7

f. Current clients ........................................................................................................................................... g. Accounts gained over the past two (2) years .............................................................................................

7

h. Accounts lost or resigned over the past two (2) years ................................................................................

7

i. Billings for the last three (3) years and estimates for current year for the office .........................................

7

j. Total worldwide and U.S. billings for the past three (3) years and estimates for ......................................... current year k. Number of clients in the following billing ranges ..........................................................................................

7

i. Under U.S. 5 million .................................................................................................................................. ii. U.S. 5-10 million .......................................................................................................................................

7

iii. U.S. 11-20 million ......................................................................................................................................

7

iv. U.S. 21-10 million ....................................................................................................................................

7

v. Over U.S. 50 million ................................................................................................................................

7

l. Responding office employees by function ...................................................................................................

7

m. Biographies of key management executives ..............................................................................................

8

n. Individual capabilities ..................................................................................................................................

9

i. Direct marketing ........................................................................................................................................

9

ii. Consumer Public Relations ......................................................................................................................

9

7 7 7 7

7 7

iii. Digital/Internet Marketing .......................................................................................................................... 10 iv. HRI/Sales/Consumer Promotion ............................................................................................................... 10 v. Event Marketing ........................................................................................................................................ 10 vi. Trade Relations/Retail Promotion Experience ......................................................................................... 10 vii. Other

........................................................................................................................................... 10

o. Proposal validation statement ..................................................................................................................... 10 3. 4. 5.

p. Signatory authority statement ..................................................................................................................... 10 Minimum Requirements ................................................................................................................................ 10 Conflict of Interest Statement ...................................................................................................................... 10 Strategic Approach ........................................................................................................................................ 11

7.

Individual’s Relevant Experience and References ..................................................................................... 29 Other Information .......................................................................................................................................... 35

8.

Price Proposal

6.

9.

........................................................................................................................................... 36 Subcontractors List ....................................................................................................................................... 37

10. Other Licenses and Registrations ................................................................................................................ 37 6


2.

Standardized Questionnaire: a.

Individual

New

Business • •

Proposer: World Conquer International Consult Ltda Trade Name:

h.

Accounts lost or resigned over the past two (2) years. Comments

BusinessBrazil •

Address: Al. Lorena 800, Suite 1602 - Jardins - São Paulo/SP Brazil 01424-001 Internet URL: www.businessbrazil.us Telephone: (55 11) 3051-9080 Fax: (55 11) 3051-9080 Contact person: Jose Madeira Title: Managing Director E-mail: jose.madeira@businessbrazil.us or jose.madeira@worldconquer.com

i.

Individual’s Ownership

Billing for the last three years (3) years. Comments

2009

174,000 200,400

Billing in US$ 2011 2010 YTD 271,940

j.

Billing in US$ 2008 United States (89%) 156,600 Worldwide less U.S. (11%) 17,400 Total 174,000

List of full-service U.S. and foreign individual offices/address, leading with the office that would service this account

United States (89%) Worldwide less U.S. (11%) Total

If the account in question is global, list fullservice non-U.S. individual offices, indicating which are equity owned and which are affiliates

k.

Not a global account. BusinessBrazil São Paulo office is the only office that will serve ASMI account. e.

• • f.

• • g.

l.

iii. iv. v.

Accounts gained over the past two (2) years • Georgia Department of Economic Development 7

2011 est. 296,726 36,674 333,400

2010 231,149 40,791 271,940 Total 08/11 784,664 93,036 877,700

BusinessBrazil employees by function for the ASMI project i. ii.

Georgia Department of Economic Development - GDEcD Massachusetts Office of International Trade and Development – MOITI Koobet

2011 YTD 199,664 31,696 231,360

2009 174,348 26,052 200,400

Under US$ 5 million: Three (3) main clients and various individual clients. US$5 – 10 million: Zero (0). US$1- 20 million: Zero (0). US$21 – 50 million: Zero (0) Over US$50 million: Zero (0)

ii. iii. iv. v.

Georgia Department of Economic Development - GDEcD Massachusetts Office of International Trade and Development – MOITI Koobet

Current clients •

877,700

Number of clients handles in the following billing ranges i.

Top worldwide clients •

231,360 333,400

Total 08/11

Total worldwide and U.S. billings for the past three (3) years. Estimate for current year

BusinessBrazil São Paulo office is the only office that will serve ASMI account. d.

2011 est.

All the above clients and various individual clients’ specific projects.

Jose Madeira is the sole owner of BusinessBrazil (World Conquer International Consult Ltda) and the company has no affiliated or subsidiary companies. BusinessBrazil is the trade name of World Conquer International Consult Ltda. c.

Massachusetts Office of International Trade and Development – MOITI – No funding available for FY2012 for foreign offices. MOITI is identifying sources of funding to continue representation and the STEP program could be a possibility.

2008 Total

b.

- GDEcD Koobet Various clients individual projects

Accounting and finance: Jose Madeira Creative planning: Bruno Perrod and Eduardo Honrado Research: Carolina Nascimento and Daniel Araf Media: Livia Padovan and Mariana Amos Seafood Specialist: Juliano Gomes – Juliano will join World Conquer Consult if ASMI contract is awarded.


Since 2001, Jose Madeira has been a professor of International Marketing, International Finance, International Business Management, and Import/Export Operations at graduate level in Brazilian renowned Universities such as Mackenzie University, Getulio Vargas Foundation (FGV), Catholic University, Brazilian Institute of Capital Markets (IBMEC), and the Brazilian Small Business Administration (SEBRAE/MG).

m. Biographies of key management executives Our team: Jose Madeira, Managing Director Jose Madeira is the founding and Managing Director of BusinessBrazil, trading name for World Conquer Consult Ltda, a marketing and consulting company specialized in providing strategic marketing intelligence solutions and overall support to international trade, marketing, and investment to government agencies and small and medium sized companies seeking to enter the Brazilian market.

Jose Madeira received his MBA in International Banking and Finance from Dowling College in New York, holds specialization in International Trade and Marketing from the World Trade Institute in New York and Montclair State University in New Jersey, and received his B.S. degree in Metallurgical engineering from Ouro Preto Federal University in Brazil.

Madeira is a Brazilian and U.S. citizen and has more than 27 years of experience in the private and government sectors with demonstrated expertise in forging and strengthening economic and business ties between Brazil and foreign countries, specifically the United States, through negotiation of domestic and international sourcing, organization and participation in foreign trade missions and trade shows, trade and investment seminars, international marketing and promotion, market research, and other official events within the government and business community.

Bruno Perrod, Media Communication, Graphic Design and Web Developer Specialist An experienced professional in media communications, graphic design and in web development, mainly with frontend and design. Experienced in CSS, tableless, xhtml and usability. Works extensively with Dreamweaver, Flash, XML, Photoshop, Illustrator, and Indesign. Has experience in using ASP, PHP, and JavaScript basics. Works with databases such as MySQL Server and Postgres. Experience in logo creation, blog development such as installment, customization, and management. Currently works with advertising campaigns, developing websites, e-mail marketing, printed newsletters, books, and assisting in marketing strategy. Development of websites, virtual catalogs, printed material, studio photos, editing and finalizing videos, data bases, and web banners for advertising campaigns. Instructor of basic computing courses, web design, and graphic design. Has a B.A. in digital communication with emphasis on web and is working toward becoming a Art Director.

His specialty is to assist and advise small and medium sized business and government promotion agencies to tap into the Brazilian market by helping them in defining the most effective strategy within this particular market. He directs a team of trade and marketing specialists to ensure that the market entry strategy is consistent with client’s market goals. In his many years of experience he has successfully helped many U.S. companies enter the Brazilian market and has initiated relationships that have paid dividends for government agencies and many foreign companies. Prior to creating BusinessBrazil, Jose Madeira was a Senior International Advisor with the Federation of Industries of the State of Minas Gerais (FIEMG) in Brazil and Trade and Investment official of the Brazilian Government Commercial Office in New York. Earlier in his career, he served as General Manager at Silverton Enterprises in U.S., Operations Manager with Gerdau Group/Cimetal and Assistant Manager at Usiminas.

Eduardo Honrado, Marketing and Publicity Specialist Eduardo brings a wide range of marketing experience; he holds an MBA in Marketing, specialization in Publicity Creation, and B.S. degree in Publicity and Advertisement. He has 9 years of experience as a marketing professional, creating various marketing campaigns for companies and associations while working for companies such as Hewlett8


Packard, PMK, and Redline Contact Center. He was invited to join a body of 30 jurors for the ABEMD Prize, the largest Direct Marketing award ceremony in Brazil, and was awarded the 2011 ABEMD Prize. He has experience in creating marketing campaigns, including advertising material, slogans, strategic planning, social media networks, and digital media.

Brazilian market, organization of trade missions, trade shows participation, market research, Agent/Distributor Search (ADS), in-country appointments, import and export procedures, and documentation and web site updates. Fluent in English. Mariana Amos, Trade and Media Mariana has a major in Tourism, with ability and experience in public relations events, media and lead teams, capacity in planning and executing activities under time limits, good on writing and designing projects/presentations, team spirit, practical sense and focus on results, constant interest in professional and personal development, good performance in presenting work, has ease regarding communication and expression, creative and innovative capacity. Demonstrated expertise in supporting, monitoring and scheduling official events, organizing trade missions and trade shows and dealing with media. Exchange student for a year in Portland (OR) USA, enhancing knowledge about the American culture; has the ability to handle challenges and manage conflict. Fluent in English and intermediary Spanish.

Juliano Gomes, Seafood Marketing Specialist Professional with more than five years of experience within the food and seafood industry including marketing, sales, trade promotion, HRI, foodservice and customer service, prospecting for new clients and market openings, development and introduction of new products, sales management, retail merchandising, training, market research, reports and articles preparation, demand forecasting, as well as monitoring and participation in marketing development. Excellent contacts within culinary schools, universities, chiefs, restaurants, associations and opinion makers in the food and seafood industry. B.S. in Business Administration with a focus on International Trade and worked experience within food and seafood producers and traders such as Golden Fish Brasil, Mar e Terra Ind Com Pescados Ltda, Avestro Produtos de Avestruz S/A, Nutrimar Ind de Pescados Ltda, and Fazenda AvesTru’s. Is fluent in Portuguese and has a working knowledge of Spanish and English.

*Please refer to complete resume in attachment. n.

Individual capabilities

BusinessBrazil provides expertise in a wide variety of areas in international marketing and promotion, including market research, trade, retail and consumer marketing, trade show and trade mission organization, public relations, and event management.

Carolina Nascimento, Trade and Market Research Specilaist A skilled international professional with over two years of experience in the areas of trade promotion and B.S. degree in International Relations from Pontifical Catholic University of São Paulo (PUC-SP). Experienced in assisting U.S. and foreign companies in entering the Brazilian market, organization of trade missions, trade show participation, market research, ADS reports, visiting agendas organization, import and export procedures and documentation, and web site updates. Fluent in English and Spanish and participated in professional/student exchange program in Eastern Europe for two months.

We are a young, fun, professional, and dynamic team, which combines the traditional approach with innovative ideas. We offer a full “Circle” of services from research through development to implementation. We strongly believe that we are in the position to offer the support and dedication of our team, providing complete representation services. This allows us the additional opportunity to invest time in offering enhanced services and a greater depth of experienced staff including:

Livia Padovan, Trade and Media An International professional with broad experience in strategic approaches relevant to development, currently attending Pontifical Catholic University of São Paulo, majoring in International Relations. Lived in the United States for almost 7 years, gaining knowledge on dealing with different cultures and fluency in the English language. Experienced in the areas of marketing promotion, elaboration of marketing material and strategies, event sales, event organization, trade promotion, trade mission organization, participation in trade shows, market research, business partner search, in-country appointments, as well as aiding foreign companies in entering the Brazilian market.

i. Direct Marketing: In every growing competitive environment, a strategic marketing approach is crucial in building brand awareness and thereby increasing business. A dedicated and concentrated focus on key trade, foodservice and HRI, the education of retail and chefs, the continued media relations efforts and lateral marketing efforts with partners such as universities and culinary schools, is what will secure the success of ASMI International Program in Brazil. Our organization and team put together for this proposal has strong relationships in the market and ability to maximize opportunities on behalf of our clients and produce results.

Daniel Araf, Trade Specialist An International Relations and Market professional, experienced in the in the area of trade promotion, which involves assisting U.S. companies in entering the

ii. Consumer Public Relations: Development of PR campaigns designed to achieve exposure and brand awareness of the Alaska seafood products to Brazilian consumers and as to induce prompt purchase is an 9


I agree to abide by all conditions of the proposal and certify that I am authorized to bind and sign this proposal for the Offeror.

effective medium for delivering the ASMI message. BusinessBrazil’s team, organized around this proposal, has the talent and relationships with local media needed to gain newspaper, magazine, radio, television, and internet exposure for Alaska seafood in Brazil.

Authorized Signature______________________________ Date_______________________

iii.

Digital/Internet Marketing: In today’s environment, having a web-site and marketing material is simply not enough. Proactive customer relationship marketing, the use of social media, e-mail marketing, and mobile marketing, among others, are an essential and integral part of any marketing strategy. Our organization does not only recognize the opportunities those new mediums present, but addresses the issue and offers this as part of our service. Bruno Perrod and Eduardo Honrado bring all the necessary skills needed.

iv.

HRI/Sales/Consumer Promotion: The creation, design, execution, and implementation of innovative HRI, sales, and consumer promotion campaigns are essential elements of the overall marketing plan. With limited resources, creative methods of reaching these segments were considered in developing this plan. BusinessBrazil’s team is well positioned and has strong knowledge of the industry as to deliver the Alaska seafood message and increase its awareness, leading to export success.

v.

Marketing Events: BusinessBrazil is very experienced in the organization of marketing events, having organized and participated in many events such as seminars, training, trade shows and workshops. BusinessBrazil has organized and participated in many marketing events with great success by targeting the right audience, keeping costs down, and generating leads/contacts.

vi.

vii.

Print/Type Name: Jose Madeira Print/Type Company Name Here: World Conquer International Consult Ltda

3.

From 2001 to 2006, Jose Madeira acted as in-country representative for New Jersey Commerce & Economic Growth Commission (State of New Jersey). World Conquer International Consult Ltda (BusinessBrazil) was founded by Jose Madeira in 2002 as a privately held international marketing and consulting firm. Since then the company has expanded its services and specialized in providing in-country representation services for the Massachusetts Office of International Trade and Investment (MOITI) and since 2010 to the Georgia Department of Economic Development (GDEcD). The services includes strategic marketing intelligence solutions and overall support to international marketing, trade, tourism, and investment promotion to government agencies and small and medium sized companies seeking to enter the Brazilian market. Our team brings many years of experience in the private and government sectors with proven expertise in U.S. and Brazilian business in the areas of international marketing, export, foreign direct investment, tourism promotion, market research, agent/distributor search and match-making, product viability study, trade show participation, organization of trade missions, cross cultural training, import procedures, trade financing, advocacy, and event organization.

Trade Relations/Retail Promotions Experience: Juliano Gomes will bring many years of experience in seafood trade, sale, culinary schools, foodservice trade, retail associations, and retail promotions. He will join our team specifically to attend the ASMI account.

Since its foundation, BusinessBrazil has successfully helped many U.S. companies enter the Brazilian market and has initiated relationships that have paid dividends for government agencies and many companies.

Other: Our team offers a very diverse background and experience base, allowing each member to contribute to the development and implementation of the ASMI marketing strategy, under the management of a designated account manager.

o.

Since 2002, Jose Madeira, BusinessBrazil Managing Director, is a professor of International Marketing at graduate level at Mackenzie University in São Paulo. The BusinessBrazil team for this proposal incorporates all the necessary background and experience, addressing all the aspects of the in-country marketing representative in Brazil.

Proposal Validation

It is understood and agreed that this proposal shall be valid and held open for a period of one hundred twenty (120) days from proposal submission deadline.

Please refer to the team bios and supporting documents.

4. p.

Minimum Requirements:

Authority to bind and sign 10

Conflicts of Interest Statement:


I have read and understand ASMI Conflict of Interest and Disclosure Policy. I certify that there are no present or future potential conflicts of interests. I further certify that no relationship, bias or ethical conflict exists which will prevent me from submitting this proposal in accordance with the Request for Proposal’s evaluation criteria. I have and will continue to observe the Conflict of Interest and Disclosure Policy carefully.

Authorized Signature______________________________

Date_______________________ Print/Type Name: Jose Madeira Print/Type Company Name Here: World Conquer International Consult Ltda

5.

Strategic Approach:

managed for sustainability, wild and natural. Alaska’s commitment to sustainable management comes at significant cost with respect to productivity, efficiency, and full utilization of Alaska seafood resources. Alaska seafood remains abundant, stable, and high in quality and value; however, the market must be cultivated to offset Alaska’s worldwide market share. Sustainability is a growing concern for retailers worldwide. ASMI aims to achieve an overall acceptance in the international marketplace maintaining that Alaska seafood is sustainable. There is a general perception that fresh farmed seafood is preferable to previously frozen or frozen wild Alaska seafood. ASMI seeks to raise the value of frozen and previously frozen Alaska seafood.

D. ASMI’s International Programs: Alaska seafood products compete for “share of plate” with other proteins. The ASMI’s International Program’s mission is to increase the economic value of the Alaska seafood resource through:

1.1 Background A. The Request for Proposal (RFP): The Alaska Seafood Marketing Institute (ASMI) is soliciting detailed proposals for an in-country marketing representative (Brazil) for its International Marketing Program (also known as overseas marketing representative, OMR). Services should include, but may not be limited to, conducting a trade mission; organizing a trade show; strategic marketing plan execution and refinement; establishing trade relations; establishing a website; trade/HRI promotional development; development of materials.

• •

• • •

Increasing positive awareness of the Alaska seafood brand. Collaborative marketing programs that align ASMI and industry marketing efforts for maximum impact within the food industry. Long-term proactive marketing planning. Quality assurance, technical industry analysis, education, advocacy, and research. Prudent and efficient fiscal management.

The following is ASMI’s General Approach: B. ASMI’s Mission: The primary objective of the Alaska Seafood Marketing Institute is to create a dynamic, marketdriven environment that will expand the global consumption of Alaska seafood. It accomplishes this by fostering growth opportunities within the food industry. ASMI’s programs emphasize collaborative marketing and building the identity of Alaska seafood as a brand.

C. ASMI´s Programs: ASMI has been a participant in the U.S. Department of Agriculture (USDA) Market Access Program (MAP) since 1986. ASMI’s international program employs its monies by developing and executing generic marketing and promotional programs, directed toward retail, HRI, and consumer markets.

Specific industry conditions are addressed by ASMI and include: •

World-wide farmed salmon production has surpassed the Alaska harvest. Alaska seafood cannot compete with aquaculture on the basis of cost alone. ASMI aims to increase the value of the Alaska seafood resource by differentiating Alaska seafood as coming from Alaska - a pure and pristine environment; our fisheries are

• 11

The international program will work towards achieving ASMI’s mission by capitalizing on opportunities for Alaska seafood in ASMI’s target markets. The international program will continue to build sustainability into the foundation of our brand identity. ASMI will position the Alaska seafood brand as a trustworthy and safe choice that is a good value for both trade and consumer. Convenience, health, and value remain important to consumers - ASMI will continue to highlight how Alaska seafood aligns with these interests. A key component of this strategy will be to educate consumers on “Cook it Frozen,” the health benefits Alaska seafood provides, and offering a variety of recipes that feature both premium and low cost ingredients. ASMI will continue our work in all ASMI’s targeted international markets because having multiple markets assists in our ability to achieve our mission. ASMI will remain vigilant in adapting as circumstances evolve.


are very high in antioxidant E, which has proven to strengthen the immune system and lower the risk of heart disease by reducing buildup of plaque in coronary arteries.

E. ASMI’s Messages: ASMI will focus on building the brand around its core messages rather than reacting to short-term issues. ASMI will focus on the positive aspects of our differentiating factors. The following are the ASMI International Program’s key messages: •

Alaska Message: ASMI will continue to differentiate Alaska seafood from all other seafood by calling out Alaska, therefore tapping into the positive perception consumers and trade have of Alaska. ASMI will work to reinforce as well as add to that perception by delivering the key messaging outlined below in our marketing activities.

BusinessBrazil Marketing and Consulting, trade name for World Conquer International Consult Ltda, was created in 2002 by Jose Madeira as a privately held marketing and consulting firm to provide marketing, trade, FDI and tourism promotion. Since 2006, the company has expanded its services and specialized in providing strategic marketing intelligence solutions and overall support to international trade and marketing to government agencies and small and medium sized companies seeking to enter the Brazilian market.

Sustainability Message: ASMI will continue to educate trade regarding Alaska’s longstanding commitment to sustainability and will incorporate the sustainability message into the core brand identity.

Wild Message: ASMI will increase its emphasis on the “wild” aspect of Alaska seafood in its messaging. With the general decline of wild stocks worldwide, wild is becoming more of a differentiating factor. Alaska is uniquely positioned to benefit from increased emphasis on the wild message, as the state prohibits all types of finfish farming.

Pure and Pristine Message: ASMI will highlight the pure and pristine waters which Alaska seafood comes from as a point of differentiation. Key points on the pure and pristine message are as follows: o o o

1.2 BusinessBrazil

What we do? BusinessBrazil provides a one-stop solution center for foreign government trade, marketing promotion agencies, and companies looking to explore business opportunities in Brazil. BusinessBrazil is specialized in providing strategic, market intelligence solutions, and overall support to small and medium sized companies seeking to enter the Brazilian market, all the while dealing with a wide variety of industries. Our team brings many years of experience in the private and government sectors with proven expertise in U.S. and Brazilian business in the areas of export and foreign direct investment promotion, market research, agent/distributor search and matchmaking, product viability study, trade show participation, organization of trade missions, cross cultural training, import procedures, advocacy and international marketing. The company founder, José Madeira, holds more than 27 years of experience in the private and government sectors.

Alaska has 34,000 miles of coast line. Alaska is thousands of miles away from large sources of pollution. Alaska has a small population for its vast size.

Operating out of São Paulo, Brazil, the largest financial and commercial center of South America, BusinessBrazil provides all the necessary information, expertise and support needed by its clients to expand or establish their businesses in Brazil, providing customized solutions to meet government trade and marketing promotion agencies and firm’s specific needs.

Health and Nutrition Messages: With obesity on the rise in many Alaska seafood markets, both government and consumers are becoming more health conscious. ASMI will continue to include the following health and nutrition points in its messaging: o o o

o

1.3 Overview of the Components of Business Brazil Strategy

Alaska seafood is a healthy alternative to other protein sources. Alaska seafood is among the richest sources of omega-3s. Alaska seafood contains a wide variety of minerals (including zinc, iron, calcium, selenium) Naturally high in many essential vitamins, Alaska seafood contains vitamins E, C, D, and A. Some varieties

A. Major General Activities to Advance Our Strategies • Support ASMI with resources and information on the opportunities in Brazil. • Conduct consumer promotional campaigns to strengthen demand for wild, natural and sustainable Alaska seafood, stimulate sales, and 12


relations, and technical education in Brazil to increase the value of Alaska seafood resources.

increase the economic value. • Execute advertising and public relations campaigns to boost usage of all key commercial species of Alaska seafood. • Customized promos with retail stores, supermarket chains, and club stores as to build strong brand equity, differentiating Alaska seafood from competition. • Customized promos with top foodservice operators/restaurant chains as to build strong brand equity, differentiating Alaska seafood from competition. • Build a customer base in segments that offer attractive sales opportunities (e.g., colleges and universities, catering, non-commercial foodservice). • Partner with broadline foodservice distributors that supply over 1 million Brazilian restaurants/ foodservice institutes, and street fairs vendors maximize Alaska seafood penetration. • Conduct Alaska seafood training for seafood buyers and chefs in Brazil. • Provide guidelines and support to help Alaska seafood industry tap into the Brazilian market.

D. Specific Responsibility and Major Component Accomplishments In performing and accomplishing the general scope of services, BusinessBrazil will work in cooperation with ASMI’s International Program Manager and other designated staff to generically promote Alaska Seafood. Specific elements include but not limited to: Short Term (FY2011): Part I: November 7, 2011 – June 30, 2012 •

Material Development: Print pre-existing Portuguese language material; develop informational and pointof-sale material specifically for the Brazilian market.

Website Creation: Design and establish a Braziltargeted website consistent with U.S. ASMI website messaging but suited to trade and consumers in Brazil.

Trade Mission: Coordinate with ASMI International Program staff to plan and execute a trade mission to Brazil for Alaska seafood industry members.

Trade Show: Organize ASMI exhibition at the Association of Supermarkets in São Paulo (APAS) fair; attend show as a representative of ASMI.

Trade Outreach: Establish seafood trade contacts including importers, distributors, retail buyers, and restaurant buyers and managers.

B. Broad objectives Work with the ASMI to: • • • •

• • •

• • •

Create market by increasing Alaska seafood perceptions in the country. Increase the value of Alaska seafood products. Instill immediate confidence that Alaska seafood is a premium, fresh source. Create and raise awareness of Alaska seafood products with key audiences, stakeholders and the public at large. Deliver messages via a clean brand style to mirror product quality. Advertising and communication strategy development. Create a marketing strategy to develop an innovative and effective marketing communications campaign. Create metrics to measure the effectiveness of meeting these objectives. Photography combined with richly-colored cooked photos. Trade show participation such as APAS in São Paulo.

Medium Term (FY2013): Part II: July 1, 2012- June 30, 2013

In a nut shell: we will work to increase demand for Alaska seafood, generate export revenues, and increase economic value of Alaska seafood resources in Brazil. C. Strategies to Achieve End Result Conduct market research, consumer, retail, and foodservice campaigns including sustainability promotions, public/media 13

Retail Merchandising: Target major retailers to negotiate in-store promotions; provide staff training and point-of-sale materials.

Trade PR: Hold educational trade seminars; organize ASMI participation in trade shows; and conduct trade research.

Trade Mission: Coordinate with ASMI International Program Staff as to organize a trade mission to Alaska for Brazil-based seafood industry members.

Website: Maintain ASMI Brazil Website.

Foodservice Promotions: Negotiate and organize restaurant promotions (targeting Japanese restaurants); provide staff training and informational materials.


ASMI Brazil Strategic Initiatives and Target Markets

Long Term (FY2014 and beyond): Part III

Overview

Move Alaska Seafood brand to a position compared to Norway codfish, Chilean Salmon and Portuguese seafood reputations in Brazil, placing it among the best food brands on Brazilian restaurant menus and in the household. • Create aggregated value of Alaska seafood exports to the Alaska Seafood Marketing Institute (ASMI) program to Brazil.

E. What do we want to do for ASMI? Aside from meeting the objectives outlined above: Provide a dedicated team to support ASMI. We will maintain email, Twitter, Facebook, Skype, but when ASMI and Brazilian consumers, retailers, and foodservices should wish to talk to a person in Brazil, we are this person. BusinessBrazil’s team is organized to be able to handle and deliver multiple projects at the same time and be able to operate in an environment with time sensitive deliverables. We are engaged, driven and passionate in our objectives.

BusinessBrazil brings to account the importance of considering different initiatives and markets in order to focus efforts in each segment. This proposal incorporates marketing strategies that goes beyond the FY2011 and FY2012 (Part I and Part II). The Alaska Seafood Promotion and Marketing Budget Proposal for Brazil can be finding on Table 1.

Our team brings fun, creative, innovative, and outside the box planning, execution and results. We want to make a wave, one that will last beyond this initial FY2011/FY2012 project proposal going into the future. We will strive to take Alaska seafood to the next level and help enhance the rich culture of the Alaska seafood industry in Brazil.

F.

A. Scope of Services A caseload of services and activities shall be offered as to build and increase the Alaska seafood brand in Brazil around its core messages and focus on the positive aspects of its differentiating factors: Wild, Natural & Sustainable (Selvagem, Natural & Sustentável). BusinessBrazil will work in cooperation with ASMI’s International Program Manager and other designated staff to generically promote Alaska Seafood, report progress, and pipeline projects as well as to identify opportunities in Brazil.

Initial Inspiration Ideas!

We have initially prepared preliminary material - for the 9-month initial period (FY2011), FY2012 and beyond inspiring messages, print materials, ads, use of chefs, etc. in the beautiful new designs developed by our team and existing Alaska seafood marketing campaigns from ASMI and the foreign offices around the world. This is a great opportunity to help position the Alaska seafood brand outside of the commodity marketplace and into the premium marketplace in Brazil. This will lay the marketing and communication foundation for the Alaska seafood brand to enter and move forward in the Brazilian market.

B. The Organization of the Services and Performance Measure/Deliverables Objective: The service and performance measure is organized in eight (8) parts. The parts describe and outline the proposed services and an action plan to be performed by BusinessBrazil to ASMI. The services’ responsibilities shall be promotion and marketing of Alaska seafood in Brazil as well as building and maintaining relationships with seafood importers, wholesalers, distributors, chefs, culinary schools, retail buyers, and restaurant buyers and managers and also induce the consumer.

1.4 Services, Approach, Marketing Strategies, Methodologies & Performance Measures / Deliverables

BusinessBrazil will work closely with the ASMI and Alaska 14


seafood companies as requested throughout the many steps necessary to establish well-positioned and profitable business in Brazil.

Other consumer research projects will include investigation into Brazilian consumer attitude towards sustainability, preferred seafood, Alaska seafood perception, sourced seafood, and a close analysis of where Brazilian consumers prefer to eat seafood; at home or outside the home. This report will provide consumer-specific information to help determine avenues for successful marketing and promotion towards Brazilian consumers.

The services: Conduct services through I) market research; II) communications; III) development of seafood technical materials; IV) consumer; V) trade; VI) hotel restaurant industry (HRI); VII) broadline; and VIII) sustainability / traceability / quality certification. The budget allocated in each activity for part I (FY2012) and part II (FY20113) is shown on Table 1.

Goal: One consumer market research per quarter to identify brand awareness increase amongst Brazilian seafood consumers or as needed or requested. . Performance Measure/Deliverables: Number of consumer market research developed.

Performance Measure/Deliverables: Determined by the number of activities actually developed and success stories, representing visibility of the brand and export sales by Alaska seafood companies to the Brazilian market. The results shall be tracked on a monthly basis as to identify evolution of brand awareness and export sales generated by Alaska seafood companies with ASMI Brazil Program assistance.

b.

The Service: The Brazilian seafood industry market research is designed to help ASMI and Alaska seafood companies make informed decisions about exports to Brazil and provide insight into doing business in Brazil. It provides a summary of the Brazilian market with information on demographics, the domestic market, the Alaska seafood share of the market, specific information on the Brazilian seafood industry including an overview of the supply chain, key retailers, the foodservice sector, and opportunities, as well as a summary of key regulations and tariffs for imported seafood and useful links on doing business in Brazil.

BusinessBrazil shall convey ASMI messages through the following services and strategies, but not limited to:

I.

MARKET RESEARCH

Service: Develop and expand five key market research segments targeting the Brazilian a) consumer market; b) seafood industry; c) foodservice market; d) trade market; and e) product viability study. Other market research can be conducted upon ASMI requested or when is necessary.

Goal: One Brazilian industry market research per year and updates when necessary or requested.

Objective: Obtain a better understanding of the market and the identification of the best potential and opportunities for Alaska seafood products in the Brazilian market.

Performance Measure/Deliverables: Number of Brazilian industry market researches developed.

Goal: Make Brazilian reports available for ASMI and Alaska seafood exporting companies with updates as necessary or requested.

c.

Brazil Foodservice Market Research

The Service: The Brazilian foodservice market research is designed to give a closer look into the Brazilian foodservice sector, specifically regarding the fish and seafood segments.

Performance Measure/Deliverables: Number of market researches developed per month.

a.

Brazil Seafood Industry Market Research

Goal: One Brazilian foodservice market research per year and updates when necessary or requested.

Consumer Market Research

Performance Measure/Deliverables: Number of Brazilian foodservice market researches developed.

The Service: This consumer research will allow ASMI and both Brazilian larger retailers and smaller firms to better understand the way Brazilian seafood consumers make purchasing decisions, viewing to sell more Alaska seafood all year round.

d.

Brazil Trade Market Research

The Service: The Brazil trade market research is designed to give an insight of the Brazilian trade food service sector, targeting the fish and seafood segments.

Seeing as Alaska seafood is unique, showcasing diverse species, interesting products, and proven health benefits - it has many advantages compared to other proteins. We want to show that communicating these benefits is crucial, as Brazilian consumers place price firmly at the top of their shopping list.

Goal: One Brazil retail market research per year and updates when necessary or requested.

15


• Research measuring the effectiveness of marketing efforts, identification of baselines and establishment of an effective strategy. • Perception and messaging research. • Utilization and implementation of food sampling tour vehicles. • Create and execute national events. • Micro campaign for the Alaska Seafood Wild, Natural & Sustainable Certificate Responsible Fisheries trademark. • Market research.

Performance Measure/Deliverables: Number of Brazil retail market research developed.

e.

Product Viability Study

The Service: The product viability study is designed to give insight regarding which Alaska seafood species have the greater market potential in the Brazilian market. Among the most commercialized types of fish and seafood in Brazil are catfish, cod, sardine, dolphin, hake, halibut, flatfish, flounder, pollock, salmon, merluza, dogfish, tilapia, and tuna, along with shellfish including clam, crab, lobster, oyster, scallop, and shrimp. Fish and seafood products are marketed in refrigerated, frozen, and shelf-stable formats. We will discuss with ASMI which Alaska seafood species are of main interest and suitable for the Brazilian market.

Goal: Increased newspaper, magazine, radio, television and internet exposure for Alaska seafood in Brazil. . Performance Measure/Deliverables: Number of communication activities developed per month.

Goal: One product viability study per month and updates when necessary or requested.

III. SEAFOOD TECHNICAL The Service: Develop, adapt, translate ASMI technical, and print new developed and pre-existing Portuguese language materials specific to the Brazilian consumer, trade, and foodservice audience.

Performance Measure/Deliverables: Number of product viability studies developed.

II. COMMUNICATION STRATEGY Objective: Make available the following targeted material to the Brazilian market and ASMI:

The service: This service includes advertising, public relations, and sales promotion. Communication strategy shall focus on press, media, video, photography, events, electronic newsletter, e-learning, mobile marketing, and social media.

Guidelines and resource sites for exporting to Brazil.Photography and videography. On-line quality training. Quality surveys. Characteristics / buyers guide. Foodservice guide to Alaska seafood. Retail handling. Premium quality / handling specs, safety, labeling / regulatory, ecological issues / s u s t a i n a b i l i t y communications materials. Nutrition testing. Other as necessary •

• • • • • •

With creativity, outside the box thinking, press events, and alliances with local and national groups we will be able to stretch the budget to be as effective as possible. Objectives:

• •

• Provide program marketing communications which include creative design and development, implementation, production, photography, videography, and media purchases. • Adapt, design, and produce educational materials (consumer oriented towards restaurants and grocery) such as retail materials, posters, recipe cards, electronic newsletters, and e-learning. • Social network listening, communications, and analytics used in measuring results (Twitter, Facebook, etc). • Adapt, design, and produce educational material (trade oriented). • Build email lists and implement an email marketing campaign with the purpose of corresponding weekly with key stakeholders (buyers, chefs, consumers, traders, foodservice, hotel and restaurants), each group with unique messaging. • Buy and place media ads. • Website development and updates.

Goal Part I (FY2011): Material development delivery time: 3 months Our Ideas:

16


a. Consumer Oriented Material:

b. Trade Oriented Material:

17


c. Foodservice Oriented Material:

Goal Part II (FY2011): Develop new promotional materials.

The service/Methodology: Develop PR campaigns designed to achieve exposure and brand awareness of the Alaska seafood products to Brazilian consumers, trade, and hotel and restaurant industry, as to induce prompt purchase. They are an effective medium for delivering ASMI message.

Performance Measure/Deliverables: Number of seafood technical material developed and printed.

We will take a broader approach towards consumer relations campaigns. In line with current best practice in PR, we will begin a campaign in line with ASMI goals. These goals are translated into measurable consumer PR goals.

IV. CONSUMER The Service: Develop a) public relations (PR), b) advertising; and c) promotion campaigns targeting Brazilian consumers. Objective: Create and increase awareness of the Alaska brand amongst Brazilian consumers, as Alaska seafood has a very small perception among Brazilian consumers.

We will then develop a strategic campaign that works directly towards these goals, aiming towards the widest possible media audience as to reach more of our target audience. We will accomplish this by going beyond Tier One media – that is, publications that our target audience should be reading, and therefore the ‘right’ media for our message – to also identify Tier Two media – that is, publications that our target audience may read.

Goal: Create awareness for Alaska seafood among Brazilian consumers and provide a 10% increase each year. Performance Measure/Deliverables: Number of consumer oriented activities developed per month.

a.

Since not our entire target audience will read Tier One publications the day/week/month/quarter that our story is

Public Relations (PR) 18


in it, we believe that reaching Tier Two media gives us a stronger chance of reaching our target, mainly the consumer markets.

Menu: www.revistamenu.com.br - Circulation: 70.000 Casa e Comida: www.vovopalmirinha.com.br Receitas da Palmirinha: www.vovopalmirinha.com.br Ana Maria Receitas: www.m.abril.com.br/culinaria Gula Magazine: www.gula.com.br - Circulation: 70.000 Alaska Flavors (Sabores do Alaska) Folha de São Paulo Newspaper: www.folha.com.br – largest in SP Estado de São Paulo Newspaper: www.estadao.com.br Second largest in SP O Globo Newspaper: www.oglobo.com.br - largest in Rio

Frequently, this means modifying the means of communications (whether it is media release, briefing sheet or similar). But we believe it is a valuable investment which helps ASMI’ key messages gain broader exposure and therefore, greater influence in Brazil. Objective: Brazilian consumer Alaska seafood public Relations in Brazil.

Performance Measure/Deliverables: Number of consumer advertising campaigns conducted per month.

Goal: Gained newspaper, magazine, radio, television, and internet exposure for Alaska seafood in Brazil. Performance Measure/Deliverables: Number of public relations activities per month.

b.

c.

The service: Create, design, execute, and implement innovative consumer promotion activities targeting Brazilian consumers and chefs, as well as culinary schools, providing information about Alaska seafood and aiming to strengthen the Alaska brand, increase awareness, and directly encourage consuming by tempting target them.

Advertising

The service: Create and place advertisement (print, audio, and video) as to increasingly affect Brazilian consumers and their decision-making habits, inducing them to consume Alaska seafood.

This service may vary according to the budget and may include the following: • Recipes.

This will be focused on a specific target audience as to increase effectiveness and message penetration, as well as appeal to people’s sense of consumer desire. As a result, BusinessBrazil is proposing to create campaigns based on consumer oriented gastronomy, food, and Brazilian seafood magazines, as well as other media. The key is to find the right vehicle and an image which appeals to the Brazilian consumer.

• Market test. • Focus group. • Strategic planning and execution. • Database organization. • Event management and implementation.

Objective: • •

Promotions

• Sales promotion.

Campaign supporting core Brazilian marketing programs, recipe cards, pamphlets, etc. Build consumer print and online media campaign that generate awareness among Alaska seafood target audience, maintaining that Alaska seafood is a delicious, healthy, wild, and sustainable choice. Sustainability of Alaska seafood in publications read by home cooks, chefs, restaurant owners, and retail grocers.

• Merchandising. • Sampling. • Promotional Blitz. • On-line marketing campaign. • E-learning. • Newsletter.

Goal Part I (FY2011): Advertising will initiate on FY2012. Please refer to Table 1.

Objective: Highlight the wide variety of Alaska seafood products and their value to a well-rounded, healthy, and nutritious diet, benefited from wild qualities, through educational pieces, brochures, and point-of-purchase materials such as recipe cards, media outreach efforts, and promotions.

Goal Part II (FY2012): Target advertising placement to be defined with ASMI.

Magazines and Newspapers to be considered:

Goal: Create and implement daily consumer promotion.

Guia da Cozinha: www.guiadacozinha.com.br – Kitttchen Guide

Performance Measure/Deliverables: Number of consumer promotions campaigns per month. 19


Our idea:

V. TRADE The Service: Develop a) public relations (PR), b) retail merchandising; c) create website; d) promotion; e) trade shows; f) buyer’s education events; g) trade missions; h) trade outreach; i) in-country appointments; and j) trade leads and export opportunities.

for more than a billion dollars of seafood exports: Japan and China. Japan has long been the state’s largest seafood export market and was the largest market in 2010 followed closely by China. . Rank Country Exports US$ million 1 Japan 523.4 2 China 516.9 3 Korea 255.3 4 Germany 128.9 5 Netherlands 110.4 6 Canada 90.4 7 France 39.4 8 Portugal 32.3 9 Thailand 20.2 10 Spain 19.8 11 Norway 15.7 Other countries 67.8

Objective: Promotion of Alaska seafood amongst importers, traders, distributors, and retailers aiming to increase awareness of the Alaska seafood and market penetration. Goal: Place Brazil within the top 7 exporting markets for Alaska seafood in 3 years. Status: In 2010 Brazil did not figure among Alaska’s top 11 seafood export markets. Analysis of data and challenges: Two countries accounted

a. 20

Public Relations (PR)


Objective FY2012: Material development and retail merchandising campaign preparation.

The service: Develop PR campaigns designed to achieve exposure and brand awareness of Alaska Seafood products towards Brazilian trades, brokers, importers, distributors, and supermarkets as to induce imports. They are an effective medium for delivering ASMI message to traders.

Develop point-of-sale material directed toward the Brazilian market. • Adapt pre-existing point-of-sale Portuguese language material. • Print pre-existing and new developed point-ofsale Portuguese language material. The first important step in retail merchandising is establishing working relationships with Brazilian importers/ distributors/supermarkets who will supply the Alaska seafood which will be ultimately sold to the retailers. • Create availability of Alaska seafood though the main distribution channels. •

Objective: • Brazilian trade Alaska seafood promotion. • Build and maintain relationships with seafood importers. • Provide information regarding Alaska seafood and exporting companies’ contact information. • Induce importers to buy. • Present its value. • Create a data base of importers. Goal: Induce initial imports of Alaska seafood.

Objective FY2013: Retail merchandising campaign launch within major retailers in São Paulo and Rio.

Performance Measure/Deliverables: Number of public relations activities per month.

• •

Retail Merchandising

b.

• The Service: Target major retailers as to negotiate instore promotions and displays, consumer contests and demonstrations, as well as provide staff training and pointof-sale materials. Retail merchandising is one of the most effective promotional tools in achieving increases in trade and consumer awareness, product origin identification, and increases in sales volume.

• •

General Objectives: One of the main objectives is to ensure that wild Alaska seafood achieves a strong and positive differentiation over competitive fanned seafood, through origin identification as well as showcasing its quality, taste, sustainability and other attributes at the actual point of sale when the consumer is in the retail store.

• •

Brazil top 10 Supermarket Chains in 2010 – Sales in US$ billion: Rank 1

2 3 4 5 6 7 8 9 10

Chain Cia Brasileira de Distribuição (Pão de Açúcar) Carrefour Walmart GBarbosa Zaffari Prezunic Bretas DMA Muffato Angeloni

States Nationwide

• •

Sales 17.4

• Nationwide 8 states Northeastern SP and RS Rio MG and GO MG and ES PR and SP SC

16.0 12.3 1.6 1.4 1.3 1.2 1.1 1.1 0.9

• • •

Source: ABRAS

• • 21

Negotiate in store promotion with major retailers in São Paulo and Rio. Provide staff training, development and counseling on Alaska seafood. Provide retailers with POS posters, recipe leaflets, and many other free merchandising materials as to educate and inspire customers. Pay close attention to the types of products offered for sale and make those products as presentable as possible to consumers. Assistance on determining what products should be carried in the retail establishment. Assistance on the type of packaging, colors, and slogans. Make Alaska seafood products visible for consumers. Make sure that the product is always abundant and available to the customer before and during important holidays such as Christmas, New Year’s, and Easter, when Brazilian consumers are looking to buy fish and seafood. Support and assist retail seafood teams in planning special displays/demonstrations. Train retail seafood teams in proper product handling as well as storage, stocking, ordering, and production rotation. Assistance on maintaining safe and sanitary work conditions throughout the seafood department in compliance with Brazilian applicable Health and Safety Codes, and in following established seafood safety procedures. Assistance on giving every consumer immediate and undivided attention about Alaska products. Follow through on all customer questions and requests. Provide samples of Alaska seafood products to consumers. Be aware of new products and their placement. Properly package and wrap products for retail sale.


• • • •

Conduct sales promotions. Assistance in setting and maintaining attractive Alaska seafood displays. Ensure a positive Alaska seafood image. Ensure a fresh and appealing display by checking codes, rotating products, and removing out-of-date products.

Goal: Conduct year-round retail merchandising campaigns with Pão de Açúcar, Carrefour, Wallmart and Armazem Santa Luzia on main stores. Our ideas:

a.

Website Creation

The service: Create and maintain a Brazilian website to address the specific needs of the Brazilian market. The site will contain information for consumers, trade, and journalists, and also offer the ability to access and download a range of information and recipe based materials covering all Alaska Seafood species.

Performance Measure/Deliverables: launched in January 2012. Our Ideas:

Goal FY2012: Design, establish, and maintain the Braziltarget website consistent with the U.S. ASMI website messaging, but suited for Brazil. •

Delivery time: 2 months after signing the contract.

22

Website

to

be


Hot site Preview in - www.businessbrazil.us/alaskaseafood

23


b.

Promotion

The service: Create, design, execute, and implement innovative trade promotion activities to target Brazilian brokers, importers, wholesalers, retail processors, and supermarkets with information about Alaska seafood, aiming to strengthen the Alaska brand, increase awareness, and directly encourage business.

This service may vary according to the budget and may include the following: • • • • • • • •

Visits. Strategic planning and execution. Database organization. Event management and implementation. Sales promotion. Merchandising. Sampling. Promotional Blitz.

• • • • •

Objective: Promote Alaska seafood products amongst consumers, chefs, retailers, and food service operators. Highlight the wide variety of Alaska seafood products and their value to a well-rounded, healthy, and nutritious diet, benefited from its wild qualities, through educational pieces, brochures, and point-of-purchase materials such as recipe cards, media outreach efforts, and promotions.

• • • • •

Both retailers and foodservice operators will benefit from the ASMI Brazil training program based on the merchandising of the wide range of fish and seafood products available.

Goal: On-going promotion. Performance Measure/Deliverables: Number of trade promotion campaigns developed per month.

c.

Trade Shows

The Service: Organize, participate, represent, and promote interest of the ASMI and Alaska seafood companies in trade shows.

including but not limited to contracting of event space, publicity, distribution of information, layout, interpreters, participant briefings, hosting pavilion and firms, soliciting information and participation on behalf of ASMI or Alaska seafood companies, post-event evaluation, and follow up. Assist ASMI in target trade shows and events held in Brazil, including visits by ASMI representatives and senior State officials in conjunction with such trade shows and events. Based on ASMI and Alaska seafood companies’ interest, recommendation of participation in local trade shows in the visitors and attendees categories. Pre-show product research regarding pricing, import regulation, and competitor analysis. Targeted invitation of qualified buyers to exhibitor booths and setup of one-on-one meetings. Translation of exhibitor material into local language for show visitors. Providing interpreters at the show booth. On-site show assistance from Food Export’s InMarket Representative. In-market briefing and local industry tours. Optional visit to a secondary market prior to or after the show. Assistance in the importation of samples. Qualifying exhibitors’ leads from the show and conducting background checks on the top few. Follow-up letter in the Portuguese language to all contacts made. Assistance includes but is not limited to: scheduling and coordinating matchmaking appointments and other meetings, logistical arrangements, promoting/encouraging buyers, importers, distributors, chefs, and media in Brazil to visit ASMI’s booth, attend targeted local events, participating in and auditing of trade shows as requested by ASMI, and serving as a point-of-contact for Alaska seafood companies and representatives visiting Brazil.

Performance Measure/Deliverables: Number of trade shows organized, audited and successfully attended. Goal FY2011: Organize ASMI exhibition at the Association of Supermarkets (APAS) in São Paulo fair; attend the show as a representative of ASMI.

Objective: Establish contacts, improve trade relations, generate trade leads, and educate Brazilian trade, importers, and distributors of the pure, natural, and sustainable aspects of Alaska seafood products.

The APAS 28th Management Congress and International Supermarket Business Show May 7 – 10, 2012 – Expo Center Norte – São Paulo, SP, Brazil

This service may include: • Serve as the primary coordinator of the ASMI booth at local trade shows. • Exhibiting at shows, walking trade shows, arranging appointments to supplement show traffic, and/or arranging individual appointments and lead development. • Responsible for all pre- and post-event activities,

It’s one of the most important trade events in Latin America, APAS 2012 reaches its 28th edition and brings the latest news and trends in the retail world. For four days, APAS 2012 will provide integration of the entire supermarket industry in a great gathering. While innovation is the key that opens new horizons for business, the International Business Show is 24


the environment that puts companies face to face with the largest companies and all the latest in the segment.

d.

Buyer’s Education Events

The Service: Organize and participate in specific and industry related local events, most of which are buyer’s educational seminars, international trade conferences, informational seminars, and business roundtables to promote Alaska seafood in Brazil.

There are more than 550 national and international exhibitors distributed in 69,000 m². During the four days, the Show receives an average of 75,000 business owners and executives, generating a significant volume of business of over US$ 3.5 billion. The Show also provides exhibitors, sponsors, and visitors, making it the perfect chance to build new partnerships, strengthen relationships, increase knowledge, and close deals.

Foodservice and In-house Trade Educational Seminars: Unless foodservice and traders are educated on where to buy the product and are provided enough information on the products to assist and influence the consumer’s “buying decision,” all other trade marketing efforts are compromised.

Brazilian Supermarket Sector • 5,6% of all Brazilian GDP • 900.000 direct jobs • 3.000.000 indirect jobs

Objective: Maintain and develop sustainable trade relationships with both existing and younger generations. Seminars and presentations help create awareness about Alaska seafood and its benefits for the consumers as well as opportunities to work with Alaska seafood companies for Brazilian trade, importers, and fish and seafood distributors.

State of São Paulo Supermarket Sector • Approximately 7.000 companies. • 15.300 stores that supplies 86% of all food products, hygiene and cleaning. • Participation of 31% in the national revenues of over US$110 billion.

Goal: Organize or participate by invitation in trade and industry related seminars in coordination with ASMI and in partnership with local organizations, chambers, associations, universities, traders, importers, distributors, seafood

Our idea: The idea is to secure a 30 to 40 sqm booth.

services, hotels, restaurants, and universities, among others. BusinessBrazil will implement four foodservice workshops throughout FY2011 and twelve for FY2013.

Goal FY2012: Organize the participation for the second year at the Association of Supermarkets (APAS) in São Paulo fair; attend the show as a representative of ASMI.

Performance Measure/Deliverables: Number of buyer educational events organized or participated / presentations made per month. 25


seafood industry members. e.

Trade Mission

Performance Measure/Deliverables: Number of trade missions organized.

The Service: Organize, coordinate, participate, represent, and promote interest of ASMI and Alaska Seafood companies on trade missions to Brazil and Alaska, establish contacts, schedule appointments, generate trade leads, translation services, hotel reservations, assistance on Visa, and follow-ups, as well as lead Brazilian delegations of buyers, importers, journalists, chefs, and opinion makers from Brazil to Alaska. This service offers Alaska seafood companies both a sales opportunity and educational experience.

f.

The Service: Establish seafood trade contacts with importers, distributors, retail buyers, and managers. Objective: Establish and maintain relationships with key players in the market, as to identify potential business opportunities for ASMI and Alaska seafood companies.

Justification: We encourage ASMI and Alaska seafood companies to participate in organized trade missions to Brazil. The increased number of participants in trade missions are most convenient due to the overall cost reductions. It is also a richer option for the participants due to the increased exposure to potential partnerships and the possibility to meet face-to-face with local buyers.

Note: BusinessBrazil has a database of more than 100 Brazilian fish/seafood traders. Goal: Improve trade database and perform ongoing outreach. Performance Measure/Deliverables: Weight of outreach established per month.

This service may vary, but generally includes the following: •

• • •

• • • • • • •

Trade Outreach

Scheduling and coordinating matchmaking appointments for each Alaska participating representative and working closely with ASMI before, during, and after the event to ensure a flawless execution of the mission. One-on-one meetings with local buyers and distributors. Serve as the primary coordinator in Brazil for the trade mission. Responsible for all pre- and post-mission activities, including but not limited to contracting of event space, publicity, distribution of information, interpreters, participant briefings, post-mission evaluation, and follow up. Assistance on visits made by ASMI representatives and senior State officials in conjunction with such mission. Organization of mission events (receptions, cocktails, briefings, table top show case). Orientation for obtaining travel documents (Visas, etc). Cross-cultural and market briefings. Retail and distributor market research. Retail tours. Transportation coordination. Translator service.

g.

Customized In-Country Appointments

The Service: Arrange customized appointments for ASMI representatives and Alaska seafood companies visiting Brazil, and assist with follow-up efforts. This includes all the necessary travel logistics for the client to meet with prescreened potential partners face-to-face. BusinessBrazil will arrange the details of the trip and strive to make it as productive as possible. This service includes: • Recommend and/or arrange companies to provide ground transportation, translation & interpretation services, and hotel reservations. • Set-up one-on-one meetings with potential clients. • Attend meetings as to provide advice and counsel. • Follow-up after each visit. • Brief overview on business practices and target industry. • Orientation for obtaining travel documents (Visas, etc). • Cross-cultural assistance.

Note: All costs related to hotel, transportation, and all other costs directly related to the trip will be responsibility of the ASMI or the Alaska/Brazilian participating company.

Goal: Accommodate all requests for appointments for Alaska seafood companies and ASMI staff visiting Brazil. Performance Measure/Deliverables: Number of customized in-country appointments made with approximately turnaround of four - eight weeks from initial request.

Goal FY2012: Coordinate with ASMI International Program staff to plan and execute a trade mission to Brazil. GoalFY2013: Coordinate with ASMI International Program Staff to organize a trade mission to Alaska for Brazil-based

Note: All costs related to hotel, transportation, and all 26


other costs directly related to the trip will be of the inquiring responsibility.

h.

We are engaged, driven and passionate in our objectives. Our team brings fun, creative, innovative, and outside the box planning, execution, and results. We want to make a wave, one that will last beyond this initial FY2011/FY2012 project proposal going into the future.

Trade Leads and Export Opportunities

The Service: Identify and report trade leads and export opportunities to ASMI to be disseminated to Alaska seafood exporting companies.

This activity shall also include: • Serve as the local information source for ASMI and Alaska seafood companies on a continuing basis. • Represent ASMI at networking activities from the U.S. Embassy, U.S. Consulate, USDA, USDOC, and business organizations (i.e. Chamber of Commerce – Amcham). BusinessBrazil is a member of Amcham in São Paulo.

Goal: Generate at least two (2) trade leads or export opportunities per month. Performance Measure/Deliverables: Number of trade leads and export opportunities generated per month.

i.

Tips for Doing Business in Brazil k.

The Service: Generate and update the report annually, and include an overview of the business environment in Brazil.

The Service: BusinessBrazil shall provide ASMI and Alaska seafood exporting companies with qualified referrals on demand. Our partners and service providers share both the interest and expertise needed to address the particular needs of the ASMI and Alaska seafood companies, and will be referred as demanded.

This report will have: • Information on how to do business in Brazil. • Tips for how to be successful in Brazil. • Answer to questions such as: Is it necessary/ standard to partner with a local company to make major in-roads in the market? Are direct sales permitted in the country? Is there a certification, registration process for seafood imported products, etc.? • Market overview, opportunities, and challenges. • Market entry strategy. • Selling seafood products in Brazil. • Trade regulations and standards.

l.

Cultural Liaison

The Service: Advise ASMI and Alaska seafood companies on the proper business protocol in Brazil, as well as provide effective business strategies within the appropriate cultural context, assist companies in eliminating cultural barriers that may impede successful business in Brazil, and provide cross cultural training to traveling representatives to Brazil.

Goal: Create initial report in four (4) following year updates.

VI. HOTEL RESTAURANT INDUSTRY (HRI)

Performance Measure/Deliverables: Initial report generation in the first 4 months and annual updates.

j.

Referrals

A. Foodservice Promotions The service: Create, design, execute, and implement innovative trade promotion activities to target Brazilian hotels, restaurants, supermarkets, bakeries, chefs, street fairs, the municipal market, CEAGESP, and foodservice operators.

Representing ASMI

The Service: Act as Official Representative of ASMI in Brazil and promote the Alaska Seafood brand as Wild, Natural and Sustainable and its health benefits.

This service may vary according to the budget and may include the following:

Aside from meeting the objectives outlined in this proposal we shall provide a dedicated team to support ASMI. We will do visits, email, Twitter, Facebook, Skype, but when ASMI and Brazilian consumers, traders, and foodservice representatives want to talk to a person in Brazil, we will be this person.

• • • • • • •

The BusinessBrazil team is organized to be able to handle and deliver multiple projects at the same time and to be able to operate in an environment with time sensitive deliverables. 27

Visits. Strategic planning and execution. Database organization. Event management and implementation. Sales promotion. Merchandising. Sampling.


D. Foodservice Trade Shows

B. Foodservice Advertising/Public Relations

The Service: Organize, participate, represent, visit, audit, and promote interest of ASMI and Alaska seafood companies in food service trade shows in Brazil.

The service: Create, place advertisement, and develop PR campaigns designed to achieve exposure and brand awareness of Alaska seafood products with the Brazilian HRI as to induce business.

Objective: Establish contacts, improve relations, and educate Brazilian retailers, hotel, restaurants, chefs, and bakeries of the pure, natural, and sustainable aspects of Alaska seafood products.

Objective: • • •

• • • •

Fispal/Sial Brazil Food Service Show 2012: June 25 – 28, 2012 – São Paulo Fispal Food Service, the International Food Service Trade Show, is the largest event in the sector in Latin America. For four days, professionals from all the segments of this market – restaurants, local bakeries, bars, snack-bars, fast food networks, ice cream parlors, supermarkets, catering companies, hotels, industrial kitchens, buffet companies, and many others – meet to see the sector’s latest innovations, and participate in professional updating events. The 28th annual Fispal Food Service will be held simultaneously with four other trade shows: Fispal Hotel, TecnoSorvetes, Fispal Café and – for the first time – SialBrazil, the world’s largest food event. Website: www.fispalfoodservice.com.br

Brazilian HRI Alaska seafood advertisement and promotion. Campaign supporting core Brazilian marketing programs, recipe cards, pamphlets, etc. Build foodservice printed and online media campaigns intended towards generating awareness among the target audience, showcasing Alaska seafood as a delicious, wild, and sustainable choice. Sustainability of Alaska seafood in publications read by chefs, restaurant owners, and retail grocers. Build and maintain relationships within the industry. Provide information on Alaska seafood availability and health benefits. Induce business by presenting its value. Create foodservice data base.

Goal: Visit and audit local related trade shows.

Goal: Create HRI direct channels.

Performance Measure/Deliverables: Number of foodservice trade shows audited/visited/organized and leads generated.

Performance Measure/Deliverables: Number of HRI advertising and public relations activities developed.

VII.

BROADLINE

The service: Partner with broadline foodservice distributors in Brazil which supply over 1 million Brazilian restaurants/ foodservice institutes, universities, catering, street fairs vendors, among others.

C. Chef Training Seminars/Training Schools The Service: Organize and promote training seminars with chiefs, opinion makers, and culinary schools.

Objective: Maximize Alaska seafood penetration. Objective: Training, establish contacts, improve relations, and educate Brazilian chefs and culinary schools on the basis of Alaska seafood products; develop recipes using imported and Brazilian ingredients.

Performance Measure/Deliverables: Number of broadline partnerships and activities developed.

Unless chefs and other opinion makers are not educated on where to buy the product, how to use it, recipes available, and provided with enough information on the product as to assist and influence the use of Alaska seafood, all other trade marketing efforts are compromised.

VIII. SUSTAINABILITY / TRACEABILITY / QUALITY CERTIFICATION The service: Certified wild Alaska seafood quality campaigns to communicate initiatives by ASMI, traceability, and sustainability certifications.

Goals: BusinessBrazil will implement four training seminars in FY2011 and twelve in FY2013.

Objective: Micro campaign for the Alaska seafood wild, natural, & sustainable certificate responsible fisheries trademark.

Performance Measure/Deliverables: Number of training seminars organize/promoted.

Goal: Develop bimonthly campaigns. 28


Performance Measure/Deliverables: campaigns developed.

Number

of •

1.5 Responsibilities • BusinessBrazil shall comply as contractor in the following responsibilities and capabilities: • • •

• • •

• •

• •

Generate all the relevant reports in this proposal and required by ASMI. Remote access capability throughout the day. Coordination and implementation of the proposed services with or without the assistance or presence of ASMI staff. Perform the services in a professional manner and to the satisfaction of ASMI, acknowledge requests from ASMI and from client companies within one (1) business day and provide specific timeline regarding when the request will be handled. Advise ASMI regarding changes in the Brazilian market which may impact imports into the country, and provide market updates, including activities that might be beneficial for ASMI and clients and may further enhance exports and the promotion of Alaska seafood as wild, natural and sustainable. Enter all measurement, client interaction, and in-country contacts generated on behalf of ASMI accurately into the database(s) designated by ASMI in due time. Provide, on an annual basis, a suggested work plan for activities planned for the following fiscal year. Attend an annual meeting in Alaska if required with ASMI staff and Alaska seafood companies. Copy ASMI staff on client communication. Post summaries of ASMI client and prospective client meetings held during the visits to Alaska or clients visiting Brazil within one week of the visit. Review/edit by request Brazil specific information created by ASMI. Refer to ASMI Alaska seafood companies that contact the office directly for qualification prior to assisting the company. Regularly communicate with ASMI office about client problems and work-load. Coordinate the in-country logistics for Governorled, Commissioner-led, or ASMI staff-led business mission(s). Represent and participate in speaking engagements on behalf of ASMI at events, association meetings, embassy meetings, USDA, USCS, and other events involving U.S. states and agencies. Assist ASMI upon request on special projects that go beyond the scope of this proposal which include but are not limited to gathering

• •

information, preparing and presenting plans, and budget estimates for these projects. Work with and fully cooperate with any incountry subcontractors that may be hired by ASMI. Availability to be contacted as needed anytime or day. Work and discuss any project or activities requested by ASMI. Report project status. Inform ASMI of any representation of another U.S. state, international economic development agency, or related agencies. BusinessBrazil currently represents the Georgia Department of Economic Development -GDEcD. Agrees to abide by all policies, procedures, and guidelines of ASMI and the State of Alaska, including but not limited to abiding by ethics policies and procedures as well as keeping client information confidential.

6. Individual’s Relevant Experience and References:

a. The individuals’ relevant experience, qualifications, awards, and recognitions received in particular for food industry projects, or for similar services. BusinessBrazil has been very successful in representing the states of New Jersey, Massachusetts, and now Georgia in Brazil, and we are bidding for this opportunity with great confidence. We strongly believe that our track record, our team experience, drive, solid marketing, trade promotion and research capabilities, experience, and background combined, give us the ability to carry out this job in high level. The job to be delivered for ASMI as we understand it calls for a well educated team, having strong connections within Brazilian seafood traders, foodservice, the hotel and restaurant industry, import procedures and regulations, media, chiefs, universities, culinary schools, and corporate communities, along with great knowledge of Brazil and U.S. business practices. Our current network, along with our team background acquired in Brazil and the United States, combined with our team’s broad experience working in international marketing promotion agencies, incorporates all the necessary skills required to achieve results quickly and effectively for ASMI in Brazil. We are delighted that this opportunity has presented itself and we hope to be the ones to introduce and enhance the Alaska seafood brand in Brazil. BusinessBrazil strengths lie in our team’s ability to articulate ideas both orally and on paper. Our team’s organizational skills, background, marketing and promotion experience, and cross cultural skills are solid. This job requires a lot of juggling of a variety of projects, and we are very organized as to achieve this. BusinessBrazil team members are good 29


listeners, which is an invaluable trait to have in this business. We have a strong ability to establish and maintain long term relationships.

the major sporting events (2014 FIFA World Cup and 2016 Rio Olympic games) that are coming into the country. It makes a lot of sense for ASMI to promote and continually strengthen its ties to this strategic trading partner.

Our team offers strong experience in private and government sectors, great knowledge of the U.S. and Brazilian customs and regulations, a thrust for success, and proven experience in international marketing, trade promotion, market research, trade mission organization, and ADS reports. We want to bring our skills to this opportunity and help the ASMI international program open the Brazilian market for Alaska seafood companies.

For more information on our team background, experience and awards please refer to the bios and resumes on the attachments. b. Provide at least two (2) case histories describing how your individual employed the process outlined above in Item 5.

BusinessBrazil’s team has a leg up over regular companies and independent professionals because we know more about essentials of the industry and can analyze data.

BusinessBrazil’s team or its managing director have participated and organized the participation in numerous trade shows, events, and economic missions led by high government authorities (presidential, governor, ministry, state secretaries, mayor and other high federal, state and cities authorities) and private sector executives such as:

Our team’s combined experience, background, and knowledge of both Brazil’s and U.S. customs and business practices have allowed us to develop an extensive network in the governmental and private sectors.

Hospitalar Trade Show: Organized and participated as exhibitor in the years of 2005, 2006, 2007, 2008, 2009, 2010 and 2011 editions representing New Jersey Commerce, the Massachusetts Office of International Trade and Investment (MOITI), and the Georgia Department of Economic Development (GDEcD). Over 2,000 leads were generated, representing over US$100 million in exporting sales for the participating and non-participating companies over the last 7 years. Local brand development represented millions of dollars for the participating states, agencies and companies.

The key to doing business in Brazil, as in any other part of the world, is heavily dependent on the ability of relationship building. Brazilians, like in many other Latin American countries, insist upon doing business only after establishing a relationship, based on sincerity and trust. Relationship building is more than a business cliché in Brazil, it drives business, and we are very organized in our capacities to do this. Our understanding of the culture issues involving the two countries allows us to nurture and maintain our relationships in the long run.

Packaging Trade Show 2006: Representing MOITI and MA companies. Trade leads generations.

BusinessBrazil has an office in Jardins, one of the best areas in São Paulo. The building has all necessary facilities, personnel, security, and infrastructure needed. It is easily accessible through public transportation, only a few blocks from Paulista Avenue, and near the local Airport.

APAS trade show in 2007 and 2010: Represented New Jersey and the client Alternativa, a Brazilian food distributor company with operation in Brazil and Angola. BusinessBrazil organized, for Alternativa, meetings with potential foreign clients and developed the business plan and strategy for the Angola operation.

Because international representation offices are commonly used to form initial impressions for all those that visit or come in contact with the office it must be viewed essentially as an extension of ASMI. The office location, the professionalism of the staff, the easiness with which information is acquired, and the representative engagement is essential to project the Alaska brand and the ASMI profile, awareness, and export business generation. Flexibility, agility, and responsiveness are the three words that symbolize how we operate.

Fancy Food Show: Jose Madeira, as Brazilian Trade Promotion Officer in New York, has organized and assisted in the participation of Brazilian companies in the 1996, 1997, 1998, and 1999 editions in New York. Visit USA: Represented the New Jersey and Georgia Travel and Tourism Office in 5 editions. Developed contacts with tour operators, travel agencies, and airlines, among others.

BusinessBrazil, being familiar with marketing and trade promotion, knows that whenever a foreign marketing or trade promotion agency and even a state organize or participate in a foreign mission, trade show, seminar, or other official events, a successful or failed outcome often depends upon having someone within the country looking after their interest. We are here to do that.

Invest USA: Road show in 2005 involving 10 Brazilian cities, organized by the local USCS office. Represented the State of New Jersey as an investment destination. Doing Business in New Jersey, Massachusetts and Georgia: Organized or participated in (as a result of invitations from chambers of commerce, trade and business associations, and universities) over 30 events in many locations and dates.

Brazil is growing at a 4.5 % average rate this year. Leading economists predict that Brazil’s solid economic performance will continue in years to come due to many investments and 30


31


Program. Doing Business in Brazil: In many occasions, and in locations such as NY, NJ, MA, GA, CA, and many other U.S. states as well as Europe, represented the Brazilian Ministry of External Relations, FIEMG, MOITI, GDEcD and NJ Commerce.

The challenges The Alaska seafood brand has little recognition in the Brazilian market, the consumer is not quite aware of its origin, and Alaska seafood has very small market share. • Although Alaska seafood is a world well-known brand, it’s not known in Brazil. It will compete with local producers and well-known exporters worldwide such as Norway, Chile, Argentina, Peru, Portuguese, Vietnam and China producers. Currently there is no Alaska seafood export program to Brazil for the Alaska Seafood Marketing Institute. Alaska seafood has increased its brand equity in the United States but no official data is known for Brazil. • Start measuring its popularity on the menus and among consumers helps chart its progress compared to Norway codfish, Chilean salmon, and Portuguese seafood. • The Alaska seafood brand has not ranked in popularity among food brands on the menus of top 200 Brazilian restaurant chains; the goal is to start to rank and to be “Number Three” in 3 years. •

Government Authorities: Organized and assisted in various economic missions and events in the U.S. with the participation of high Brazilian government authorities such as presidential ministerial presences, state governors, Brazilian Central President and Directors, state secretaries, and city mayors. Assisted and organized NJ Governor-led economic mission to Brazil with 120 participants and many high ranking state officials, legislators, and companies. Working with Maine Trade Office in the organization of Maine Governor-led trade mission to Brazil in November 2011. Jose Madeira was one of the main organizers of the visit of the Brazilian President Fernando Henrique Cardoso in 1995 to the United Nations Fiftieth anniversary. Private companies: Organized and assisted various U.S. companies from many states in trade show participation, incountry appointments, translation, market research, cross cultural training, and all necessary logistics around such events. Seafood Marketing: Our seafood specialist Juliano Gomes has vast experience in the Brazilian seafood market, having worked with trade, foodservice, HRI, sales, promotion, and retail merchandising with Golden Fish Brazil, Mar e Terra Fish Industry and Commerce of seafood, Avestru, Nutrimar Fish Industry, Fazenda AvesTru’s and Grow Associates. Please refer to Juliano’s bio and resume.

The Opportunities • • •

Publicity and Advertising: Our marketing specialist Eduardo Honrado is an experienced professional having conducted many marketing campaigns for PMK, HP, Redline Contact Center and as a freelancer. He was awarded the ABEMD 2011 prize, the biggest Brazilian direct marking award, and has been invited to participate as juror for the same award. Please refer to Eduardo’s bio and resume on the attachments.

Leverage on the good economic performance of the Brazilian economy. Strength of the Brazilian currency, increasing consumer power of acquisition. Brazilian government campaign to educate the consumer about the health benefits of regular consumption of fish has resulted in increased spending in Brazilian restaurants - this can create a particular interest for Alaska seafood. Brazilians are eating out more frequently, spending more when they do go out by ordering more protein, or going to more expensive fish and Japanese restaurants.

BusinessBrazil will provide full service and advertising and communications strategy development services FY2012, FY2013 and beyond, subject to annual reviews.

Graphic Design and Digital Communications: Bruno Perrod has developed many projects in media and graphics, including websites design and creation, logo development, virtual catalogs, web banners, on-line systems for Colegio Objetivo, CDI, CIA de Sites, Rhema Moveis, Fabrica de Ideias, JD Works, Central de Propaganda, among others. Please refer to Bruno’s bio and resume on the attachments.

As a result of BusinessBrazil’s strategy for ASMI International Program foodservice promotions and for informing the Brazilian public about wild Alaska seafood, we expect a substantial number of Brazilian restaurant diners to have a positive impression of the Alaska seafood brand and become one of the most popular food brands on menus of the top Brazilian restaurant chains.

Market research: BusinessBrazil has conducted many market researches. Just to name a client, CPT has being very successful in entering the Brazilian market and has reported export sales to Brazil.

BusinessBrazil is organized to communicate not team experience and marketing approach, but also the commitment to the ASMI International Program. Our very diverse backgrounds and experience allows each member

c. Describe how you are suited to address the challenges and opportunities ahead for the ASMI International 32


of our team to contribute to the successful development and implementation of the ASMI International Program for Brazil. As such, ASMI will have the commitment and dedication of everyone within our organization.

International representation is our business. We really enjoy it, and we are good at it. We are very happy and proud of how we managed to turn prospects into results in the last ten years for state agencies, their clients, and our direct clients. BusinessBrazil is ready to represent ASMI and we are looking forward to the chance to work with ASMI because its represents an exciting opportunity. • BusinessBrazil is ready to evaluate business opportunities, tap effective distribution channels, and have a deep understanding of legal, cultural, and regulatory issues involving Brazil and the U.S. We are very interested in the opportunity because it represents a good match between ASMI’s needs and our qualifications. We hope ASMI realizes the fact that our services and qualifications meet ASMI expectations perfectly. We are also looking for the opportunity to develop and broaden our skills, new challenges, compensation, and a chance to work with the ASMI international program.

We are very interested in the opportunity and we will jump at the chance to be the ASMI representative in Brazil.

We appreciate the opportunity and we strongly believe that our education and experience makes a well-suited team for the job. We have full confidence that our team along with ASMI international staff can do a great job, for ASMI, in Brazil and we look forward to meeting the challenges of being the ASMI representative and helping the Alaska seafood exporters in their venture in Brazil.

• Our proposal •

Deliver the best service to promote Alaska seafood in Brazil, effectively promote Alaska seafood as the best seafood on the planet, and selling it as “Wild, Natural & Sustainable” and as being provided by the hardest working fishermen and processors around. Work in alignment with ASMI international market programs and collaboratively with local U.S. government local offices, specifically USDA and USDOC as to increase positive awareness of the Alaska seafood brand, increase market access, and for maximum impact within the Brazilian food industry. Short, medium, and long-term proactive marketing planning, quality assurance, technical industry analysis, market intelligence, education, advocacy and research. Increase the value of Alaska seafood resource

by differentiating Alaska seafood as coming from Alaska - a pure and pristine environment, managed for sustainability, wild, and natural. Work with ASMI to create a dynamic, marketdriven marketing program that will expand awareness and consumption of Alaska seafood in Brazil. BusinessBrazil will accomplish this by fostering growth opportunities within the Brazilian food industry by emphasizing collaborative marketing and building the identity of Alaska seafood as a brand in the country. Conduct Alaska trade missions, organize participation in local trade shows, strategic marketing plan execution and refinement, establishing trade relations, establishing a local website, trade/HRI promotional development, and the development of marketing materials. Work with ASMI as to inform Brazilians consumers and major buyers – of the value of Alaska seafood and to help the Alaska seafood industry to compete and find new, creative ways to increase the value of their seafood products and by-products, as well as explore new market opportunities in Brazil. Raise the value of frozen and previously frozen Alaska seafood in Brazil. Educate consumers on “Cook it Frozen,” the health benefits Alaska seafood provides, and offer a variety of recipes which feature both premium and low cost ingredients. Achieve ASMI’s mission by capitalizing on opportunities for Alaska seafood in Brazil, building sustainability into the foundation of the Alaska seafood brand identity. Position the Alaska seafood brand as a trustworthy and safe choice, convenient, healthy, and which has good value for both the trade and consumer. Build the Alaska seafood brand around its core messages with emphasis on the wild, sustainable, pure and pristine, health and nutrition messages.

Our ideas • •

33

Strategy / Brand development in Brazil. Provide marketing communications programs which include creative design and development, implementation, production, photography, videography, and media purchases. Adapt, design, and produce educational materials (consumer oriented). • Restaurant, grocery, retail materials • Posters • Recipe cards


• •

• • • •

• • • •

• Electronic newsletters Social network listening, communication, and analysis as to measure results (Twitter, Facebook, etc.) Adapt, design, and produce educational materials (trade oriented). Build email lists and implement an email marketing campaign as to correspond weekly with key stakeholders (buyers, chefs, consumers), each group containing unique messaging. Design and produce video commercials. Buy and place media ads. Website creation and updates Research to measure effectiveness of marketing efforts, identify baselines, and establish an effective strategy. Perception and messaging research. Utilization and implementation of food sampling tour vehicles. Create and execute national events such as trade shows and trade missions. Micro campaign for the Alaska seafood Wild, Natural, & Sustainable Certificate Responsible Fisheries trademark. Market research.

C. Ms. Christa R. Bleyleben Senior Partner MassGlobal Partners and Former Director of the Massachusetts Office of International Trade and Investment (MOITI) One Broadway, 14th floor Cambridge, MA 02142 – USA Tel.: (617) 401-2274 cbleyleben@massglobalpartners.com D. Mr. Luiz Carlos Aguiar CEO and President Embraer Defense and Security Av. Presidente Juscelino Kubistchek 510, 8 andar, São Paulo, SP– 04543-000 – Brazil Tel: (55 12) 3927-1216 luiz.aguiar@embraer.com.br www.embraer.com.br E. Ms. Irene Crespo International Trade Specialist New Jersey Economic Development Authority 36 West State Street - Trenton, NJ 08625 - USA Telephone: 609-984-9831 Email: icrespo@njeda.com F.

With creativity, outside the box thinking, press events, and alliances with local and national groups, we are able to stretch the budget to be as effective as possible. This proposal shows how BusinessBrazil will develop and execute a marketing strategy as to introduce, promote, and market Alaska seafood in Brazil, by gaining markets and creating a positive public perception while delicately balancing the cost message.

Ms. Fabiana Fonseca Agricultural Marketing Specialist US Department of Agriculture – USDA – Sao Paulo R. Thomas Deloney, 381 04709-110 Sao Paulo, SP Brazil Tel. (55 11) 5186-7387 Fabiana.fonseca@usda.gov US Commercial Service in Brazil - USCS BisinessBrazil and Jose Madeira in the condition of GA, MA and NJ Offices Director in Brazil have worked with the local USCS office in many tourism activities and shows. Contacts within the USCS: Mr. Sean Kelley Commercial Officer R. Thomas Deloney, 381 04709-110 Sao Paulo, SP Brazil Tel. (55 11) 5186-7429 Sean.kelley@trade.gov

d. References

A. Ms. Kathe Falls Director, International Trade – Global Commerce Georgia Department of Economic Development 75 Fifth Street, NW, Suite 1200 Atlanta GA 30308 – USA Phone: (404) 962-4120 kfalls@georgia.org

I have known Mr. Kelly for over 12 years since he was the Main Commercial Officer of the USCS in Belo Horizonte, State of Minas Gerais and I was responsible for the NUSA project at FIEMG. The project is a partnership USCS/FIEMG to expand trade between the State and the U.S. As Director of GA, MA and NJ State Offices we have work with the USCS in many projects.

B. Ms. Elizabeth Steele Associate Director Massachusetts Office of International Trade and Investment - MOITI 212 Northern Ave East Building I, Suite 300 02110 Boston MA USA Tel.: (617) 830-5404 elizabeth.steele@state.ma.us 34


Mr. Paul Kullman Commercial Counselor US Embassy in Belgium Blvd du regent 27, Brussels 1000 Belgium Telephone: 32 2 508 2428 E-mail: paul.kullman@trade.gov Mr. Kullman held a position as Deputy Commercial Officer in São Paulo of the USCS for 4 years which time we have worked in many projects. He is currently in the U.S. Embassy in Brussels. G. Mr. Orlando L. Ribeiro Commercial Counselor Embassy of Brazil in Washington 1025 Thomas Jefferson Street, NW, Suite 300W, Washington DC 20007 – USA olr@brasilemb.org Phone: (202) 238-2805 Mr. Ribeiro was Jose Madeira boss at the Brazilian Government Trade, Tourism and Investment Office in New York from 1996 to 1999. During this period he was the head of the Office of Trade, Investment and Tourism promotion. 7. Other Information:

Please refer to additional material enclosed to this proposal.

35


8. Price of Proposal: Total Contract Value for ALL Requirements including: G & A*

marketing, is the focus on social media and training. We feel confident that if we focus our efforts on helping traders and foodservices educate and train their clients on how to sell Alaska Seafood, it WILL produce results. We also feel it is imperative that we assist Brazilian importers who are interested in Alaska Seafood in developing strategy and support their efforts by mediating the negotiation with Alaska seafood suppliers.

• Part I (FY2011) - US$120,000.00** • Part II (FY2012) - US$500,000.00** *G & A = all General and Administrative Costs associated with this contract included. **Those are the figures that will be used in determining final contract cost.

The fees and costs we are quoting therefore reflect our holistic approach to this market. Upon the selection of our organization as your agency of record in Brazil, we will meet with your team to discuss immediate and long term goals. Our fees will be based on the eventual marketing strategies and services that you approve based on your short and long term goals with the understanding that if you choose to implement all strategies it will not exceed US$120,000.00 for Part I (FY2011) and US$500,000.00 for Part II (FY2012).

In evaluating our strategies and with the understanding of the enormous potential for growth from the Brazilian market, we felt it necessary to include all strategies. The criteria for suggesting these strategies were based on a simple question: will it generate new business and influence traders, foodservice and consumers to purchase Alaska seafood? One key strategy, besides the traditional

Table I - Alaska Seafood Promotion and Marketing Budget Proposal for Brazil Description

BusinessBrazil

Part I US$

Part II US$

Total US$

I. Market Research Consumer Industry

1.000 1.000

6.000 6.000

7.000 7.000

Foodservice

1.000

6.000

7.000

Trade

1.000

6.000

7.000

Product studies

2.000 6.000

6.000 30.000

8.000 36.000

3.000

20.000

23.000

3.000

20.000

23.000

20.000

60.000

80.000

20.000

60.000

80.000

Market Research Total II. Communications Press, media, video, photo, events, newsroon, newsletter, social media, e-marketing, mobile marketing Communications Total III. Seafood Technical Print new developed and pre-existing Portuguese language materials* Seafood Technical Total IV. Consumer Public Relations (PR)

1.000

8.000

9.000

Advertising*

0

50.000

50.000

Promotions

3.000

30.000

33.000

4.000

88.000

92.000

Public Relations (PR)

2.000

5.000

7.000

Retail Merchandising

2.000

6.000

8.000

Website creation and mantain

6.000

4.000

10.000

Consumer Total V. Trade

Promotion Trade Shows* Buyer’s Education

1.000

8.000

9.000

25.000

40.000

65.000

0

5.000

5.000

Trade Outreach

1.000

8.000

9.000

Trade Leads

1.000

3.000

4.000

In-Country Appointments Trade Total VI. Hotel Restaurant Industry (HRI)

36

1.000

3.000

4.000

39.000

82.000

121.000


Foodservice Promotions

0

20.000

20.000

Foodservice Advertising/Public Relations*

0

20.000

20.000

Chef Training Seminars/Training Schools

0

5.000

5.000

Foodservice Trade Shows

0

10.000

10.000

Market Research

0

2.000

2.000

0

57.000

57.000

1.000

5.000

6.000

1.000

5.000

6.000

0

5.000

5.000

0

5.000

5.000

1.000

4.000

5.000

1.000

3.000

4.000

74.000

350.000

424.000

Hotel Restaurant Industry (HRI) Total VII. Broadline Pão de Açucar, Carrefour, Brazil Foodservice, etc. communications, promotions Broadline Total VIII. Sustainability / Traceability / Quality Certification Certified Wild Alaska Seafood Quality campaigns to communicate initiatives by ASMI, traceability and sustainability certifications Sustainability / Traceability / Quality Certification Total IX. Other Other Other Total Marketing Business Brazil Total Business Brazil Retainer Fee Proposal Total

* Estimated direct expenses - ASMI will be billed at cost

9.

Subcontractors List: Not applicable.

10. Other Licenses and Registrations: Attached World Conquer International Ltda company registration with local Brazilian tax authorities.

37

46.000

150.000

196.000

120.000

500.000

620.000


38


Commerce in São Paulo (AMCHAM) and former member of the Brazilian American Chamber of Commerce in New York (BACC).

Attachments 1. 2. 3. 4. 5.

1.

Resume: Jose Madeira Resume: Bruno Perrod Resume: Juliano Gomes Resume: Eduardo Honrado Flow Chart FY2011

EDUCATION/SPECIALIZED TRAINING MBA, Banking and Finance, Dowling College, Oakdale, NY - 1997 International Trade and Marketing, World Trade Institute (NY)/Montclair University (NJ) - 1995 BS, Metallurgical Engineering, Ouro Preto Federal University, Brazil - 1984

Resume: Jose Madeira

SUMMARY OF QUALIFICATIONS A seasoned international professional, Master of Business Administration (MBA) and International Marketing and Trade Specialist in United States, Engineer and University Professor, with over 25 years of government and private sector experience in U.S. and Brazil, in successfully promoting all areas of international commerce, including, marketing and promotion, foreign direct investment, international trade & finance, import/export procedures & documentation, customs, logistic, market research, product viability study, business plan development, company prospect, define strategy for products and services, outsourcing, finance, legal e regulatory frameworks, marketing and manpower management. Demonstrated expertise in contract negotiation, partnership and joint venture creation, cross-border cooperation, identification of specific projects opportunities, negotiating domestic and international sourcing, distribution, organizing and participating in foreign economic missions, seminars, trade shows, and other official events within the government and business community. Applying strong organizational, analytical, and interpersonal skills, resourcefulness, discipline, diplomacy and commitment, highly skilled in running smooth operations under demanding conditions. Fluent in English and has traveled to more than 20 countries.

PROFESSIONAL EXPERIENCE MANAGING DIRECTOR, World Conquer International Consult (BusinessBrazil), Sao Paulo – Brazil /2002 – Present Founder and owner of the company and has being contractor for marketing, foreign direct investment, export, and travel and tourism promotion for the States of Georgia, Massachusetts and New Jersey The service includes international marketing and trade promotion, import/export procedures, foreign direct investment, market research, agent/distributor research, product viability study, trade mission organization, market entry strategies; tourism promotion, trade shows participation, assistance in partnership and joint venture creation, and other official events within the government and business communities. • • •

MANAGING DIRECTOR, State of Georgia Brazil Office, Sao Paulo - Brazil 07/2010 – Present DIRECTOR, State of Massachusetts Brazil Office, Sao Paulo - Brazil 07/2007 – Present DIRECTOR, State of New Jersey South America Office, Brazil 08/2000– 06/2007

SPECIALIZED EXPERIENCE/SKILLS FINANCIAL PLANNER, New York Life, New York, NY, USA 02/2001 – 07/2001 • Sale of financial securities, life insurance and other financial products and services. Took courses for Series 7 license.

• Teaching/Lectures: Professor of International Marketing, International Business Management and International Negotiation at graduate level at Mackenzie University. Invited professor at Getulio Vargas Foundation (FGV), Brazilian Institute of Capital Markets (IBMEC), Catholic University (PUC), among others. • Languages: Fluent in English and Portuguese and working knowledge of Spanish. • Public Speaking: Adept at speaking to large groups and working closely with foreign government officials, legislators, regulators and the private companies. Have delivered many presentations to banks, government officials, companies and key decisionmakers. • International Experience: Lived and worked in U.S. for over ten years. Attended graduate School (MBA) in Banking and Finance and International Marketing and Trade in United States. Traveled to 20 countries. • Affiliations: Member of American Chamber of

SENIOR INTERNATIONAL ADVISOR, State of MG Industry Federation - FIEMG, Brazil 1999– 2001 • Responsible for the FIEMG Eurocentro, the European Community Al-Invest program. • Promoted Minas Gerais State companies’ products and services abroad and provided trade and business assistance requested by companies. • Assisted foreign companies seeking to establish business operations in the State of Minas Gerais by promoting the State as an investment destination. • Responsible for acting as the key liaison between foreign companies, foreign government officials and local business and government community. • Supported affiliated companies in the preparation to reach international markets while negotiating with 39


• •

world financial institutions for funding. Establishes key relationships with government officials from diverse countries. Organization and participation in international trade shows and missions.

2. Resume: Bruno Perrod SUMMARY OF QUALIFICATIONS An experienced professional in media communications, graphic design and in web development, mainly with frontend and design. Experienced in CSS, tableless, xhtml and usability. Works extensively with Dreamweaver, Flash, XML, Photoshop, Illustrator, and Indesign. Has experience in using ASP, PHP, and JavaScript basics. Works with databases such as MySQL Server and Postgres. Experience in logo creation, blog development such as installment, customization and management. Currently works with advertising campaigns, developing websites, e-mail marketing, printed newsletters, and books, assisting in marketing strategy, printed material, studio photos, editing and finalizing videos, data bases and web banners for advertising campaigns. Has BA in digital communication with emphasis on web and is working toward becoming a Technical Producer.

TRADE and INVESTMENT OFFICER, Brazilian Ministry of External Relations, Commercial Office, Brazilian Government Trade Bureau - New York, NY, USA 1996–1998 • Secured participation of Brazilian firms in trade shows, fairs and missions. • Contacted U.S. and Brazilian companies involved in import/export activities and provided trade leads and list of companies. • Facilitated execution of projects and trade finance for Brazilian companies and government agencies, particularly with direct lines of credit through agencies such as private banks, the Ex- Im Bank, as well as the IADB and World Bank. • Assisted companies seeking agents, distributors, joint-venture partners, importers and end-users. • Elaboration of market research, ADS reports and meetings for Brazilian companies. • Organized trade and investment seminars, trade missions, matchmaking and assisted small and medium size firms in their international venture. • Promote Brazil as an investment destination and keep close contact with state promotion agencies. • Assist Brazilian and U.S. government officials in all level visiting Brazil and U.S. • Organize seminars and events within the government and in partnership to trade and business associations and the private sector.

SPECIALIZED EXPERIENCE/SKILLS • • • • • •

GENERAL MANAGER, Silverton Enterprises, INC., Colonia, NJ, USA 1990 – 1996 • Responsible for the day-to-day operations, sales and marketing, accounting, advertising, financing and cash flow. • Trained new hires and a team of 25 field veteran sales professionals in effective sales techniques and customer service methodologies selling to automobile fleets.

• • •

Languages: Fluent in Portuguese and working knowledge of Spanish and English. Autodesk Maya (Full training) – DRC Treinamentos Adobe After Effects and Art Direction for web management - DRC Treinamentos ASP – Impacta Treinamentos Operation Systems: Windows, Linux, Mac OS Web Design: o Front End: xhtml, css2, Tableless, Dreamweaver, Flash o Back End: ASP, PHP, Javascript, XML o Blogs: Wordpress o Web Marketing: SEO Graphic Design: Photoshop, Illustrator, Indesign,Maya Editing and Finalizing Videos: Premiere, After Effects Databases: Access, SQL Server, MySQL, Postgre

EDUCATION/SPECIALIZED TRAINING BS, Digital Communication, Universidade Paulista UNIP

Emphasis

on

Web,

OPERATIONS MANAGER, GERDAU Group/CIMETAL, Brazil 1986 – 1989 • Responsible for coordinating and overseeing the manufacture and distribution activities of steel to major Latin American and international markets (China, U.S., Japan)

PROFESSIONAL EXPERIENCE

ASSISTANT MANAGER, USIMINAS (steel manufacturer), Brazil 1984 – 1986 Assisted and provided operations support for the Steel Manufacturing Division.

CREATION ANALYST, PMK Involvement Marketing Sao Paulo – Brazil - 09/2009 – Present

FREE LANCER: BusinessBrazil – works on demand and on specific projects acting as the company media communication, graphic designer and web developer specialist since 2006.

Development of web sites, e-mail marketing, printed newsletters, and books for advertising campaigns, as well as assistance in marketing strategies. GRAPHIC DESIGNER/WEB DESIGNER, Propaganda - 06/2009 - 09/2009 40

Central

de


Websites development, virtual catalogs, printed material, and web banners for advertising campaigns.

BS in Business Administration with focus on International Trade, Mackenzie University 2010 Licensed as Industrial Property Agent, Brazilian Institute of Industrial Property – INPI 2003

GRAPHIC DESIGNER/WEB DESIGNER, JD Works – Com. E Serv. Ltda. - 08/2005 – 06/2009 Website development, online systems, printed material, and logos.

PROFESSIONAL EXPERIENCE Golden Fish Brasil, 2011 – Present Participated in the introduction of new products and training for sales teams. Company specialized in representation of fish and seafood for foodservice in Sao Paulo, working alongside with retailers, restaurants and steakhouses. Trade representative of fish from the Amazon and Pantanal regions such as pintado, tambaqui, pacu, tilapia, pirarucu (Mar & Terra brand), breaded hake (Gomes da Costa brand), abadejo from Argentina, salmon and salmonated trout from Chile, and shrimp.

OFF AIR/ON AIR DESIGNER, Fábrica de Idéias Ltda 07/2003 – 08/2005 Development of websites, printed materials, logos, treatment of images, and studio photos. GRAPHIC DESIGNER/DIGITAL DESIGNER, Rhema Móveis Ltda. - 06/2003 – 12/2003 Scanning of furniture prototypes, development of virtual and printed catalogs. FLASH DEVELOPER, Cia de Sites - 08/2002 – 02/2003 Development of websites and web banners in flash.

Mar e Terra Pescados Ltd - 2009 – 2011 Sales manager of fish and seafood to traders, foodservice and HRI, dealing direct wholesalers, supermarkets, emporiums, hotels, restaurants, hospital, key clients, among others. Represented the company in industrial kitchens and actions participation such as GRSA and SODEXO. Company is pioneer in the sustainable production of native and aquiculture seafood.

INSTRUCTOR, CDI Informática e Idiomas 01/2002 – 06/2002 Instructor of basic computing courses, web design, and graphic design. MAINTENANCE AND SUPPORT, Colégio Objetivo 02/2001 – 01/2002 Maintenance of computers and support in classes using multimedia equipments.

Representation - 2007 – 2011 Worked with representation of ostrich and fish companies Avestro, Nutrimar Fishs and AvesTru’s Farm. Initiated with exotic meets (ostrich) and later expanding to seafood. Worked as salesman (key account) and manager, operating in restaurant (food service) prospecting, service, and loyalty, restaurant chains (fast food), retail (cash & carry), associations (ABAGA, ABRACOHR, ABRASEL, ABRESI), distributors in many Brazilian regions and retail merchandising. Participated in the development of new products in laboratories and frigorific’s such as Frigorífico Laranjal, Newmax and Ajinomoto. Responsible for participation in trade shows and events within the industry such as Fispal, Equipotel and Fistur. Initiated relationships with companies and culinary schools such as Hotec, Senac, and Anhembi-Morumbi and was responsible for training partners and developing material for publishing and marketing campaigns. Manage more than 300 clients.

3. Resume: Juliano Gomes SUMMARY OF QUALIFICATIONS Professional with more than five years of experience within the food and seafood industry including marketing, sales, trade promotion, HRI, foodservice and customer service, prospecting for new clients and market openings, development and introduction of new products, sales management, retail merchandising, training, market research, reports and articles preparation, demand forecasting, as well as monitoring and participation in marketing development. Excellent contacts within culinary schools, universities, chiefs, restaurants, associations and opinion makers in the food and seafood industry. BS in Business Administration with focus on International Trade and worked experience within food and seafood producers and traders such as Golden Fish Brasil, Mar e Terra Fish, Avestro, Nutrimar Fish Products, and AvesTru’s Farm.

GrowAssociates - 2003 - 2007 Provided consultancy and outsourcing services to Brazilian and foreign companies in intellectual property such as trademarks, patents and copyrights, and for Foreign Direct Investment registration.

SPECIALIZED EXPERIENCE/SKILLS

Inova Consulting in Intellectual Property and Business Advice - 2000-2003 Responsible for opening and management firm specialized in brand register, patents, and domain names.

• Languages: Fluent in Portuguese and working knowledge of Spanish and English. • Office Package: Advanced • CRM/ERP Systems: Advanced

CPA Central Paulista de Assessoria - 1996-2000 Prospection and supporting clients for registration of brands and patents as well as with the improvement of the services

EDUCATION/SPECIALIZED TRAINING 41


provided. • 4. Resume: Eduardo Honrado SUMMARY OF QUALIFICATIONS

A ward-winner marketing professional with a wide range of experience in marketing campaigns, Master of Marketing (MBA) and specialized in Publicity Creation with 9 years experience as a marketing professional, creating various marketing campaigns for companies and associations while working for companies such as Hewlett-Packard, PMK, and Redline Contact Center. Was invited to join a body of 30 jurors for the ABEMD Prize, the largest Direct Marketing award ceremony in Brazil, and was awarded the 2011 ABEMD Prize. Has experience in creating marketing campaigns, including advertising material, slogans, strategic planning, social media networks, and digital media.

• •

Contributors for Religious Associations Programs. Manages the on/offline creation and social media material team – Facebook, Apps conception, viral actions, Webwriting, Online Buzz Marketing. Expertise in planning and creation for Direct Marketing: Prospection, Acquisition, Activation, Relationship, Good Will, and Direct Promotion campaigns. Developed prospection project for second largest Brazilian soccer team Sport Club Corinthians Paulista award-winning cases; Management of Google adwords, analytics, insights, and triggered e-mail marketing; Created the São Paulo Movement for Life for CNBB account, a 360° communications campaign for the state of Sao Paulo, generating buzz throughout the country and viralization in social networks.

COORDINATOR OF CORPORATIVE COMUNICATIONS, Hewlett-Packard Brasil / EDS, São Paulo - Brazil 01/2007 – 04/2009 • Management of Contact Center for Visanet account (today, Cielo), managing a team of 40 direct collaborators; • Internal Marketing, indoor actions, and Marketing Incentive campaigns for target public of over 1600 employees; • Conceptual elaboration of institutional campaigns: Printed and online, as well as guideline.

SPECIALIZED EXPERIENCE/SKILLS • Languages: Portuguese native, Advanced English, as well as working knowledge of Spanish. • Adobe CS5 + Premiere, Corel Draw X5, Pinnacle Studio 14C and Cannes Lions Direct ABEMD Seminar - 2010 • EEC Miami - 10th E-mail Marketing Conference in Brazil – ABEMD – 2010 • Creative Writing in Advertising: elaborating creative and efficient essays, by Zeca Martins and Integra Cursos – 2009 • Marketing Innovation Seminar, by Fundação Getúlio Vargas (University) – 2008 • Participant in National Forum: “Great Understandings in Marketing”, by CENAM – 2008 • People Management, by EDS Business School - 2008

COMMUNICATIONS ANALIST, Redline Contact Center, São Paulo - Brazil 10/2005– 01/2007 Founder of the “Quality of Communication” department, an area focused in process communication and climate research innovations; Creation of corporative presentations, internal TV films, Intranet conception and printed and promotional material – flyers, folders, samples.

EDUCATION/SPECIALIZED TRAINING MBA, Marketing, Laureate International Universities – Anhembi Morumbi - 2009 Specialization in Publicity Creation, Miami Ad School – ESPM - 2008 BS, Publicity and Advertisement, Anhanguera University – FAENAC - 2007 PROFESSIONAL EXPERIENCE FREE LANCER: BusinessBrazil – works on demand and on specific projects acting as the company creation and strategy specialist since 2010 in advertisement and publicity creation with emphasis in communications campaign planning. CREATION AND STRATEGY DIRECTOR, PMK Involvement Marketing, Sao Paulo 04/2009 – Present • Responsible for strategic and creative development of relationship, branding, and fundraising campaigns for associations and organizations in more than 10 countries, featuring: Federação Pró Europa Cristiana, APAE, Obra Kolping do Brasil, ABEM, and Santos FC. • Implemented the Achievement of Monthly 42


5.

Flow Chart FY2011

FLOW CHART FY`2011 - ALASKA SEAFOOD - BUSINESS BRAZIL 2011 Month/week Ac!on

November

2012 December

January

February

w1 w2 w3 w4 w5 w1 w2 w3 w4 w5 w1 w2 w3 w4 w5 w1 w2 w3 w4 w5

Graphic crea!aon Website Hot Site crea!on Facebook Fan Page Trade and HRI material development and prin!ng Foodservice and consumer material development and prin!ng Retail merchading material and campaign Visits Training cer!ficates Links to Google and Facebook APAS trade show Database crea!on

2012 Month/week Ac!on

March

April

May

June

w1 w2 w3 w4 w5 w1 w2 w3 w4 w5 w1 w2 w3 w4 w5 w1 w2 w3 w4 w5

Graphic crea!aon Website Hot Site crea!on Facebook Fan Page Trade and HRI material development and prin!ng Foodservice and consumer material development and prin!ng Retail merchading material and campaign Visits Training cer!ficates Links to Google and Facebook APAS trade show Database crea!on

43


In-Country Marketing Representative Alaska Seafood Marketing Institute

Brazil Marketing Strategy

44


45


WILD, NATURAL, SUSTAINABLE.

PLANNING,

BRANDING,

RESULTS. 46


Brazil is changing its habits of food consumption

The wind is in favor of the seafood and ďŹ sh from Alaska

47


on the good economic performance of the Brazilian economy. ● Leverage

Partnerships ● Restaurants

and pubs, launching gourmet products, and creating Alaska Festivals.

● Strength

of the Brazilian currency, increasing consumer purchasing power. ● Sustainability

● Chefs

as to develop recipes in order to promote the Alaska brand.

stamp for

products.

● Importers

and foodservice launching and promoting degustation and sampling in the stores.

government campaign to educate the consumer about the health benefits of regular consumption of fish has resulted in increased spending in Brazilian restaurants - this can create a particular opportunity for Alaska seafood. ● Brazilian

● Foodservice

for advertisement in leaflets, websites, and points of sales, through unique means of exposition and exclusive signaling of Alaska.

● Brazilians

are eating out more frequently, spending more when they do go out by ordering more protein, or going to more expensive seafood and Japanese restaurants.

● Supermarket

associations for projects in the seafood industry.

48


Cod - Main States Importers 2009 States São Paulo Rio de Janeiro Pernambuco Bahia Paraná Outros Total

TON 22.990 9.125 337 1.606 616 492 35.166

% 65,2% 26,0% 1,0% 4,6% 1,8% 1,4% 100%

US$ (Thousand) 135.068 50.047 1.384 6.648 4.004 3.450 200.601

TON 26.312 10.030 6.021 1.155 1.281 616 45.415

2010 US$ % (Thousand) 57,9% 186.946 22,1% 67.219 13,3% 31.368 2,5% 6.065 2,8% 9.827 1,4% 4.495 100% 305.920 Source: MDIC

Opportunity for Alaska Seafood Cod - seasonal campaigns (Christmas, New Year’s, Easter)

49


● Position the brand in the competitive Brazilian market as a 100% unique product, starting with the city of São Paulo, which has the greatest economic potential and a qualified demand for fish and seafood. ● Add value to Alaska Seafood, turning its product portfolio into a source of health benefits for the consumer - from both upper and middle classes. ● Highlight the brand in foodservice points of distributions and stores as well as seafood restaurants, encouraging new partnerships and sales. ● Promote brand experience towards the final consumer, turning Alaska Seafood into a known brand and making it synonymous of high quality food, without loosing the wild, natural, and sustentable side.

50


1

3

TRADE DISTRIBUTOR IMPORTERS SUPERMARKETS

CONSUMER

FOODSERVICE HOTELS BARS/BAKERIES RESTAURANTS SUPERMARKETS RETAILERS

2

51


3

1 Wall Mart, Carrefour, Grupo Pão de Açúcar, Sonda, La Rioja, Santa Luzia Brumar.

Restaurant goers, In-house consumers, Cilinary schoos and chefs.

Porto Rubaiyat, Amadeus, Badejo, Renaissance, street fairs, munipal market, CEAGESP.

2

52


TARGET PECULIARITIES: Street Markets in S達o Paulo

53


TARGET PARCULARITIES: CEAGESP (The São Paulo General Warehousing and Centers Company) - maintains the largest public warehouse in Sao Paulo and a complex of 13 central wholesalers . Integrates about 70 fishing companies and sellers.

54


As a starting point, the communication strategy will focus on species with the biggest consumption potential: ● Salmon : Product with major emphasis within the communications strategy, due to its high demand ● Black cod ● Halibut ● Scallops ● King Crab ● Giant Octopus

55


Develop an Impacting Communication Mix to differentiate the concept of the Alaska Seafood in the consumer’s minds, in other words, “staking out turfs” or “filling spots” in their minds.

PHASE 1: Brand Positioning and Branding Experience

PHASE 2: Amplifly the Brand

56


Brand Positioning and Branding Experience

Defining the brand personality for Brasil...

● What does Alaska Seafood have that any other Brazilian brand has? ● What makes Alaska Seafood taste so unique? ● Why do I HAVE to consume an Alaska Seafood product and why will that meal become a life experience?

57


“Only Alaska has the most delicious and healthy seafood on the planet. Wild. Extremely natural. Sustainable. As you always wanted. Now you can.” “SENTENCE CONCEPT” FOR BRAZIL:

“Alaska na mesa. Água na boca.” In English:

“Alaska on the table. Water in the mouth.” * The above is a literal translation of a Brazilian expression. “Water in the mouth” means “mouthwatering” in Portuguese, and was used as wordplay, playing with the mouthwatering concept versus the sea, origin of Alaska Seafood.

WHY THIS “SENTENCE CONCEPT” FOR BRAZIL?

“Água na boca” ? It is a popular Brazilian expression, used to express a will or wish of an extremely tasty dish. Example: “Fiquei com água na boca” >> “Mouthwatering” – Expresses Desire

58


Psicological atributes transmited in the concept:

Alaska, travel “every Brazilian’s dream”

Adventure. Emotion. “something seen only in television”

Unmatched products,fresh, tasty, and natural

Opportunity to consume a very high quality product without having to travel

59


Differential:

By saying that “Alaska is the source” we transmit emotion and the feeling of a Psychological trip to the consumer.

The competing brands DO NOT position their products emphasizing on “Wild, Natural and Sustainable”.

60


Design of visual communication tools:

Images showcasing adventure,highlighting the wild, natural and sustainable aspect.

Products applied in TASTY dishes, typical of Brazilian cuisine.

61


A “Natural, Wild and Sustainableâ€? label will be part of all the communication tools, reinforcing the differential of Alaska Seafood. (Natural, Selvagem e SustentĂĄvel)

Colors:

Colors such as blue, white and grey will refer to the natural aspects of Alaska.

Hot colours like red, orange and yellow will contrast with the above collors, predominating in pictures of cuisine, arousing desire and hunger.

62


Brand Positioning and Branding Experience

1

OBJECTIVES: ● Form

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

lasting partnerships

● Create

incentives as to establish loyalty towards distributors / resellers / importers ● Seduce

the target through merchandising, promotion,and sampling in points of sale ● Trade

63

shows


Brand Positioning and Branding Experience

A) Printed promotional material B) Specialized and trained promotion team

1

C) Impact communication for point of sale

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

D) BeneďŹ t programs for resellers x integration with social networks: Facebook, Twiter, etc.

E) Uptaded database, e-mail communication, marketing website and Hot Site

F) Trade shows

64


A) Printed promotional material 1 DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

Institutional folder with customized product description and attributes

ese

Portugu

Englis

h

65


A) Printed promotional material 1 Institutional folder with customized product description and attributes

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

ese

Portugu

English

66


A) Printed promotional material 1 Institutional folder with customized product description and attributes

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

Portuguese

English

67


A) Printed promotional material 1 Institutional folder with customized product description and attributes

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

ese

Portugu

Englis

h

68


A) Printed promotional material 1 Institutional folder with customized product description and attributes

69

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS


B) Promotion Team trained and specialized 1 DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

Retail merchandising Promoters will undergo intensive training

70


B) Promotion Team trained and specialized 1 Customized car - a strong action of “GUERRILLA MARKETING” – attracting the attention of the media and the people on the streets. BUZZ MARKETING

71

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS


C) Impact communication for point of sale 1 DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

Gondola Stopper “Take one” – recipe cards adapted to the Brazilian consumer, which he can take home. Front: A delicious recipes of salmon salad using Alaska Seafood. Back: Institutional information on the brand and “call to action” for Facebook

72


C) Impact communication for point of sale 1 DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

,QGRRUPHGLDIRULQWHUDFWLRQ ZLWKWKHWDUJHW

73


C) Impact communication for point of sale 1

Floor display and stand

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

74


D) BeneямБts programs for resellers 1 $OOSDUWQHUVDQGUHVHOOHUVZLOOKDYH free advertising in the Alaska Seafood fan page on Facebook

75

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS


E) Database – online communication 1 DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

E-mail address and information sheets for gathering e-mails and addtional information from supermarkets and wholesalers for future communication.

76


F) Trade Shows 1 Participation in APAS (Associação Paulista de Supermercados) in May 2012. Booth containing audiovisual resources and counting on representatives and promoters of the brand. Secure a booth of 25 to 30 sqm (270 to 320 sqf)

DISTRIBUTORS, IMPORTERS, AND SUPERMARKETS

About APAS: More than 550 national and international exhibitors distributed in 68 thousand m². During the four days, APAS receives in average of 75 thousand retail executives and entrepreneurs of retail, gererating and expressive volume of business of over US$ 3.5 billion.

77


Brand Positioning and Branding Experience

2

OBJECTIVES:

HOTELS,BARS/ BAKERIES, RESTAURANTS, SUPERMARKETS, AND RETAILERS

● Sign

new partners

Encourage the commercialization of frozen Alaska Seafood, highlightning the benefits of storage and the high quality of Alaska frozen.

78


Brand Positioning and Branding Experience

A) Printed promotional material B) Specialized and trained promotion team

2 HOTELS,BARS/ BAKERIES, RESTAURANTS, SUPERMARKETS, AND RETAILERS

C) Retail merchandising

D) BeneďŹ t programs for restaurants x Training Courses

E) Uptaded database, e-mail communication, marketing website and Hot Site

F) Trade shows

79


A) Printed promotional material 2 HOTELS,BARS/ BAKERIES, RESTAURANTS, SUPERMARKETS, AND RETAILERS

Institutional folder with customized atributes of products for seafood HRI

80


A) Printed promotional material 2 Salmon Guide, containing personalized recipes, speciďŹ cally for being distributed in restaurants of the seafood segment, as partnership and advertising material.

81

HOTELS,BARS/ BAKERIES, RESTAURANTS, SUPERMARKETS, AND RETAILERS


B) Promotion team trained and specialized 2 HOTELS,BARS/ BAKERIES, RESTAURANTS, SUPERMARKETS, AND RETAILERS

MerchandisingStaff will undergo intensive training

82


C) Merchandising

Restaurants

2 Napkin Holders

83

HOTELS,BARS/ BAKERIES, RESTAURANTS, SUPERMARKETS, AND RETAILERS


D) Benefits Program – Training Courses 2 HOTELS,BARS/ BAKERIES, RESTAURANTS, SUPERMARKETS, AND RETAILERS

Partner with well-rounded chefs as to administer receipe courses. Customized Certificate for participants.

84


Brand Positioning and Branding Experience

3

OBJECTIVES: ● Generate

CONSUMER

brand Recollection

Promote behavioral experiences

Encourage impulse buying of Alaska Seafood products ●

85


Brand Positioning and Branding Experience

A) Points of sale actions B) Website and Hot Site Alaska Seafood

3 C) Social Networks x Interactivity

CONSUMER

D) Google Adwords and Facebook – Sponsored Links

E) Ads, press releases and press advisory services

86


A) Points of sale actions 3 - Merchandising - Tasting - indoor Interactivity

87

CONSUMER


B) Brazil Website and Hot Site 3 CONSUMER

Website and Hot Site: - Institutional, interactive, animated and with visual appeal. - Also directed to the wholesalers and resellers - Social Networks links.

www.alaskaseafood.com.br

Preview in - www.businessbrazil.us/alaskaseafood

88


C) Social Networks Fan Page Facebook: - Institutional and promotional view of the products - Constant atualizations - Will release tips, recipes, stories and rare photos. - Will promote actions of buzz marketing to invite new friends and increase the number of followers.

facebook.com/alaskabrasil

89

3 CONSUMER


D) Google Adwors ans sponsored links via Facebook 3 CONSUMER

- High relevancy ads will be created, based on the most searched words on the internet related to the consumer of seafood. - The result will lead to the website and to Fan Page of Alaska Seafood

TRANSLATE: Wow! Wild Salmon? Know and Eat the most delicious salmon from Alaska, here

90


E) Ads, press releases and press advisory services 3 CONSUMER

91


92


THANK YOU! %XVLQHVV%UD]LO7HDP

93


94


95


96

proposal alaska  

proposal alaska seafood