Most Popular in:

Latin America

Email This Item! Print This Item!

Latin Beat: Belcorp Enters Argentina

By: Cristina Kroll
Posted: August 28, 2008, from the February 2007 issue of GCI Magazine.

page 4 of 4

In Argentina, the focus will be on the mass-market. In fact, according to Escudero, the target plan is to double sales in the next three years. In this context, the firm recently has launched Antonio Banderas fragrance, for a consumer who looks for a quality perfume at a lower price.

Emergent Countries Targeted

The German firm Beiersdorf has appointed Holger Welters to the newly created position of corporate president of brand development, charged with developing strategy for emerging countries. Argentina will report in an indirect way to this group, where Brazil, Mexico and Argentina will be the focus countries.

According to María Eugenia Peña, Beiersdorf Argentina marketing manager, “From this decision, the company will be able to develop specific products answering the real demand of the region, based on consumer insights.”