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Latin Beat: Belcorp Enters Argentina

By: Cristina Kroll
Posted: February 20, 2007

page 5 of 5

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.”