Arrival of Grupo Fersan reactivates war of the sodas

After analyzing during three years the national market, Grupo Fersan of Mexico was decided to invest to US$7 million in a embotelladora plant in Escuintla, that will supply from Guatemala to Panama.

Arturo Roldan, manager of Fersan Central America, indicated that the Mexican producer was decided by Guatemala (also analyzed El Salvador) by its proximity with Mexico, which facilitates to transport some raw materials from that country. To count on skilled labor with experience in the industry of beverages and its sugar production.

Grupo Fersan is a small regional, original producer from the state of Puebla.

The strategy of Fersan remembers to the Peruvian Ajegroup and Big Cola, that arrived at the country in 2005 with a presentation of 3,3 liters and in a short term it was made as opposed to of a participation of market Coca-Cola, Pepsi and Super Cola.

The arrival of Fersan does not worry to Jose Raul Gonzalez Merlo, financial vice-president of Cabcorp. "Guatemalans have greater preference by Pepsi-Cola, that shows the 40 percent of the market", it affirms.

The 60 remaining percent disputes it: Coca-Cola, with a participation of market of the 30 percent; Salvavidas, with a 20 percent of participation with Super Cola; the Peruvian Ajegroup, with a 10 percent of the market with Big Cola and First; and the rest, Embotelladora San Bernardino, India Quiche' and private marks.

Although Roldan assures that it does not interest to him to enter a direct competition with the embotelladoras, already initiated a new war of prices when sending its presentation of 3,3 liters to the price more under the market (Q9.50), a Q2.50 below its rivals.

Publication: El Periódico (Guatemala)
Provider: El Periódico
Date: March 4, 2008

This translation has been prepared using machine translation software, which has been enhanced with a specialized dictionary.