Estratexias de mercadotecnia de marcas globais e locais en economías en desenvolvemento: un estudo comparativo no mercado de chocolate de Ecuador

  1. Domingo Calvo Dopico 1
  2. Ángel María del Castillo Puente 2
  1. 1 Universidade da Coruña
    info

    Universidade da Coruña

    La Coruña, España

    ROR https://ror.org/01qckj285

  2. 2 EAE Business School
Journal:
Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais

ISSN: 1132-2799

Year of publication: 2021

Volume: 30

Issue: 4

Pages: 81-100

Type: Article

DOI: 10.15304/RGE.30.4.7824 DIALNET GOOGLE SCHOLAR

More publications in: Revista galega de economía: Publicación Interdisciplinar da Facultade de Ciencias Económicas e Empresariais

Abstract

The aim of this paper is to analyze international brand strategies in the chocolate market for a developing country as Ecuador. Two interesting results stand out. Firstly, despite being a country with a great cocoa tradition, which predisposes to a preference for local products or brands, Nestlé leads the chocolate market. The main elements that explain this leadership are based on the implementation of a hybrid strategy that has managed to combine a global positioning for all the markets in which it operates with the adaptation of its marketing programmes to the local market (Ecuador). Secondly, Nestlé, in addition to having achieved the recognition of a global, well known and, therefore, a great notoriety brand, was able to adapt to a developing economy through competitive pricing, significant promotional activity, an intensive distribution strategy and a wide range of products that also offers new products for different segments such as white chocolate with crispy rice or chocolate made from fine cocoa from Ecuador,

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