|Author(s): Monica Kleiman, Cecilia Iglesias
Collection: Latin America 2010
Keywords: Concept Testing, Brand Research
ESOMAR Best Paper Award 2009/2010
|PDF version (download)|
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Crisis can be a source of opportunity, and this presentation shares a relevant case where courage and vision were utilized to make critical decisions at the right moment. Argentina went through its worst economic crisis during 2001-2002. In that recession, Molinos, a leading food producer and exporter, saw a business opportunity and bought a Chilean convenience dry pasta brand, present in the local market since 1997. After years of insightful research and hard work in marketing Lucchetti was converted into a valued mother brand, covering a wide set of food categories beyond dry pasta.