Alfonzo rivas & cía. (AR & Cía) era una de las mayores empresas de alimentos en Venezuela, fundada en 1910. Hasta 1989, la División Industrial representaba el 80% de los ingresos de la empresa, mientras que la División de Consumo Masivo, con el 20%restante, se encontraba en una etapa de profunda transformación, relacionada con la ampliación de la cartera y el desarrollo de las capacidades de mercadeo dentro de la empresa. En 1991, la empresa firmó un acuerdo de distribución para el mercado Venezolano, con Thompson Medical fabricante de Slim Fast, un plan de dieta de proteína líquida.
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Alfonzo Rivas & Cia (AR & Co) was one of the largest food companies in Venezuela. Until 1989, its sales were divided by 80% in industrial and 20% in consumer goods, although its strategy aimed at strengthening consumer products. In 1991 the company signed a distribution agreement with Thompson Medical manufacturer of Slim Fast. It was a diet plan, which consisted of replacing breakfast and lunch for a Slim Fast milkshake, while dinner could include moderate-calorie foods. Soon line extensions were developed, presenting new flavors, ready-to-drink shakes, soup, candy bars and frozen food, among others. The launch of Slim Fast in Venezuela took place in September 1991, and sales far exceeded expectations. However, in late 1994, Thompson Medical withdrew its contribution to advertising expenditures and Alfonzo Rivas decided to suspended distribution. Two years later, Alfonzo Rivas management raises the relaunch of the line, so students must decide whether it is appropriate to relaunch the product, to extend the product line, and develop a marketing plan that includes product repositioning decisions and changes in market segmentation.
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