Seizing Opportunities Inside the Crisis: Increasing the Value of a Pasta Brand, Case Study

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.

Seizing Opportunities Inside the Crisis: Increasing the Value of a Pasta Brand, Case Study

Mònica KleimanGfK, Argentina

Cecilia IglesiasMolinos, Argentina

THE PASTA MARKET IN ARGENTINA BEFORE THE CRISIS

Towards the end of the 1990s the dry pasta market in Argentina, a category with approximately 95% penetration in homes, was highly atomized with more than 200 brands present. At the time category leader Matarazzo held an 11% share and was the main brand of Molinos, who also participated in this market with other minor brands. Dry pasta was a market where investment in advertising was low and in which...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands