CHIKI SODA

ABOUT THE COMPANY

COMPANY DECRIPTION

NAME: CONCORDIA GROUP

Established: 1933

BUSINESS ACTIVITY:

Start as a beer distributor and then start with the production of wine.

In 1938, started its manufacturing operations of soda.

Product Portfolio:

• Soda CONCORDIA

• Soda TripleKola

• Soda Chiki (currently non-producing)

• San Carlos Water

Mission

Their mission is to be the leading company of beverage products. We strive to deliver value to investors while providing opportunities for growth and enrichment to our employees, our business partners and the communities where we operate. And in everything we do, we strive for honesty, fairness and integrity.

Vision

The vision is to launch initiatives that benefit society and commit to creating value for CONCORDIA becoming a truly sustainable company shareholder.

PRODUCT DESCRIPTION

Name: Soda "Chiki".

Segments: Socio-economic Level C and D

Price: 50 cents

Packaging: Content 250ml, the packaging is a silver plastic wrap and colorful letters.

Flavors: Pineapple, Orange, Strawberry / Raspberry and Blueberry.

Distribution: Shops, Grocery stores

BACKGROUND

The beginnings of the company date back to 1933 when the Concordia Group started its activities in the field of wine and Liqueurs. The prestige and quality of manufactured products enabled them to achieve continued growth.

In 1994, the company decided show up in Lima market with their products Concordia, Triple Kola and San Carlos, because them considered it an important growth market strategy.

Two years later, Concordia after a through market research launched the brand CHIKI (initially was to be called "Chikicordia"), which was aimed mainly at children segment and had a large acceptance. This new brand received the media support, and timely promotion was conducted in schools, and television shows (Panamericana TV).

The distribution was carried out through Rivera bottler, which in late 2000 had a participation of 26.5% in the soft drinks market, preceded by Latinoamericana bottler with 30.4% and followed by Lindley with 25.36%.

REASON FOR FAILURE:

In 2003, the Concordia group suffered an internal crisis, which get worse after the purchase of Inka Kola by the Coca Cola group; sparking a war of positioning and distribution between large enterprises and companies.

The Concordia group began to increase its soda "Chiki" price that generated a drop in the uptake and then the company ended production of this brand.

ALTERNATIVES AND IDEAS

If we notice well, we can see that the reason of the failure of this brand was basically because of an internal crisis and the war of big enterprises to get positioned in the Peruvian market also

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