 Marketing strategies of global and local brands in developing economies: a comparative study in the Ecuadorian chocolate marketDomingo Calvo Dopico, Ángel María del Castillo Puente and Salomón Roberto Arias Montero Revista Galega de Economía, 2021, vol. 30, issue 4, 1-19 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. Keywords: Global brands; local brands; chocolate; marketing strategies; developing economies (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sdo:regaec:v:30:y:2021:i:4_5 Access Statistics for this article More articles in Revista Galega de Economía from University of Santiago de Compostela. Faculty of Economics and Business. Contact information at EDIRC. |
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