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Product: Goat Milk Cajeta

Cajeta is a traditional Mexican sweet made from goat milk, sugar, cinnamon, and other ingredients. It is a creamy, caramel-like spread that is often used as a topping for desserts or paired with bread and cookies. Cajeta is famous for its smooth and rich flavor, making it perfect for those who enjoy exotic and natural sweets.

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2. Characteristics of the Japanese Market:

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2. Characteristics of the Japanese Market:

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Here are five characteristics of the Japanese market and how goat milk cajeta fits into these aspects:

a) High appreciation for exotic and authentic products:

Japan is a country that values artisanal products and those with a strong cultural heritage. While cajeta may not be known, its Mexican authenticity and artisanal production could appeal to Japanese consumers looking for something unique and authentic.

b) Interest in natural and healthy products:

Japanese consumers are very interested in products that are natural, free from preservatives, and have health benefits. Cajeta made from goat milk could be marketed as a gourmet, natural sweet with benefits like high calcium content and being easier to digest than cow milk products.

c) Trend toward gourmet and luxury products:

Japan has a strong culture of appreciating gourmet products. By positioning goat milk cajeta as a premium and exclusive product, highlighting its artisanal process, unique flavor, and Mexican origin, it could attract high-end consumers.

d) Preference for elegant and modern packaging:

Japanese consumers value elegant, minimalist packaging that reflects quality. The packaging for the cajeta should be simple yet sophisticated, with subtle references to its Mexican roots, but without being overly elaborate. The goal is to attract high-end consumers who enjoy aesthetically pleasing products.

e) Openness to new flavors and experiences:

Japan has a culture of embracing new flavors and international cuisines. While cajeta is unfamiliar, Japanese consumers are open to trying new and exotic tastes, especially if the product is presented well and easy to consume.

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Here, we will explain the necessary adaptations for goat milk cajeta to succeed in the Japanese market.

a) Flavor Modification (Optional):

The flavor of the cajeta may need to be adapted to appeal to Japanese tastes, which often prefer subtler sweetness. Consider creating a less sweet or milder version of the cajeta, or even offering flavors such as matcha (green tea), honey, or almond to cater to local preferences.

b) Packaging Size:

The packaging should be smaller or medium-sized, making it easy to consume or gift. In Japan, small portions or individual sizes are popular, especially in the gourmet food sector, where products are often sold in small, luxurious packages.

c) Promoting Health Benefits:

Highlight that goat milk cajeta is easier to digest than cow milk and contains less lactose, making it a good option for people who are lactose intolerant. The health-conscious Japanese market could be attracted to these qualities.

d) Packaging Design:

The design should be minimalist and modern, with colors like white, gold, and green. These colors give a sense of luxury. The packaging should still include subtle elements that evoke Mexican tradition, but in an elegant, understated way.

Instead of a simple jar, a glass jar or even a premium gift box could be used to enhance the product's luxury image.

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Market Access Model:

Direct Exporting: The best model for entering the Japanese market is direct exporting. You can start by selling through local distributors, gourmet stores, and specialty supermarkets that focus on international products.

Partnerships with Local Distributors: It's important to partner with local distributors or Japanese companiesthat already have experience with imported products. These distributors can help introduce goat milk cajeta to the Japanese market and manage logistics.

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Positioning as a Luxury Product: Focus on the exclusivity of the cajeta, highlighting its artisanal production, unique flavor, and Mexican origin.

Sampling and Tasting Events: Hold sampling or tasting events in gourmet stores or international food marketsin major cities like Tokyo or Osaka to introduce consumers to the product.

Social Media and Digital Marketing: Use popular Japanese social media platforms such as LINE, Instagram, or even Twitter to create awareness and curiosity about the product, emphasizing its premium, gourmet nature.

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5. International Organizations for Support:

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5. International Organizations for Support:

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Organizations that can help:

ProMéxico (now replaced by the Ministry of Economy): This is a government agency that supports the internationalization of Mexican products. They offer information about international markets and help connect Mexican businesses with distributors and retailers abroad.

JETRO (Japan External Trade Organization): JETRO is a Japanese government agency that helps foreign businesses enter the Japanese market. They offer support in identifying market opportunities and connecting with local businesses.