Q: What do you do if you have an existing commodity-type brand in North America, but want to hit the high end of a "developing" market?
A: First pay George Clooney obscene amounts of money to advertise your product. A dubbed Portuguese-language version of this ad plays constantly on cable television here.
Next, open stores in all of the highest-end boutique districts in the most affluent city in the country.
Finally, try to stop your competitors from doing the same thing...To be honest, I have serious doubts about the ability of large foreign companies to make much of an impact on the coffee culture here. The regular consumption of "expresso" is such an intrinsic part of Brazilian life, I can't imagine people will be very willing to change the way that they enjoy this ritual.
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