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Domingo Calvo Dopico
Universidade da Coruña, Departamento de Empresa, Área de Comercialización e Investigación de Mercados, Campus de Elviña s/n, 15071 A Coruña, España
Ángel María del Castillo Puente
EAE Business School, Campus de Madrid, Calle Joaquín Costa, 41, 28002 Madrid, España
Salomón Roberto Arias Montero
Universidad Tecnica de Machala
Vol 30 No 4 (2021), Articles, pages 1-19
Submitted: 06-07-2021 Accepted: 29-09-2021 Published: 01-12-2021
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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.

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