CHUPA CHUPS

OUTLINE
 Fast Facts

 Mission

 Leadership Styles

 Core Competencies

 Sweet Taste Of Success (Strategies)

 Brand Extension

 Marketing Strategies
CHUPA CHUPS FAST FACTS
 Founded: 1958
 Annual Revenue: $ 1.9 Million

 Industry: Non Chocolate Confectionery

Manufacturing
 Founder: Eric Bernat I Fontladosa,

businessman, born October 20, 1923

 Headquarters: Italy

 Staff: 20,000 employees

-Source: http://www.perfettivanmelle.com
MISSION
“We don’t sell a product, we sell a world”
(Mantra of Chupa Chups)

“We don’t have to tell General Manager

(GM), they know what to do because they
know our company strategy”
LEADERSHIP STYLES
 “Ihave always taken care that people feel good
about working with us. It is vitally important
that they feel happy at work, that they like the
job”
-[Eric Bernat I Fontladosa]
CORE COMPETENCIES

Rar
e
Innovation
●

Valu
Distribution
●

able
System
Diffic
●
Human
ult to Resource
Imitate
●
Technology
Non
-substi
tutable
SUCCESS
(STRATEGIES)

Sustainable
Competitive
Advantage

Intangible
Intangible
1.Innovation
1.Innovation
2.Technology
2.Technology
(Confi
(Confi Pack)
Pack)
3.Reputation
3.Reputation
4.
4. Distribution
Distribution
(Cash
(Cash on
on delivery,
delivery, diversification)
diversification)

Tangible
Tangible
1.Financial
1.Financial
2.Physical
2.Physical (Production
(Production
Plant)
Plant)
3.Organization
3.Organization (Informal)
(Informal)
4.
4. Human
Human
BUSINESS STRATEGIES
 Strategic Objective( to develop worldwide advantage)
1.Global Scale Efficiency(joint production reduce cost)
2. Multinational Flexibility
3.Ability to Learn(experience,Cost reduction, Innovation)

 Single Product Strategy

 Management of International operations.

-Plant Specialization
-Procurement System
-Worldwide Marketing Plans

 Restructuring Strategies (SAP Supply Chain Management)

BRAND EXTENSION
TO BE CONTD…
 Mustakim143@gmAIL.COM
MARKETING STRATEGIES