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...