La guerra del piruli.
Author | Burbano, Maria Clara |
Position | Eso Dicen - Articulo breve |
Salvador Dalí diseñó el logotipo del Chupa Chups, el caramelo que también se conoce como pirulí, paleta o chupete. Se sabe que a la supermodelo Naomi Campbell le gusta chupar Chupa Chups. Y el fabricante español de caramelos Chupa Chups, con plantas desde Brasil hasta Rusia, es uno de los imperios más exitosos del sector. Sin embargo, a fines de 2002, la compañía, fundada hace 45 años, sufrió una caída: las ventas bajaron el 17%, a US$350 millones, por primera vez en su historia.
Las compañías locales le opusieron una fiera competencia en los mercados en desarrollo, donde la devaluación también encareció los caramelos de la empresa española, dicen sus ejecutivos. "Las monedas de América Latina siempre han sido muy inestables," apunta Jordi Ferrer, director de operaciones de Chupa Chups en América Latina. "Para la compañía es muy costoso vender un producto importado y competir con los fabricantes locales."
Según Ferrer, la compañía ha modificado su relación con los distribuidores locales porque entiende que" Chupa Chups nunca podría...
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