History of Chupa Chups – SpainEssay Preview: History of Chupa Chups – SpainReport this essayHISTORY OF CHUPA CHUPS S.A.Spains Chupa Chups S.A. ( it comes from the Spanish verb chupar, to lick) is the worlds leading manufacturer and distributor of lollipops. The companys famed logo–designed by Salvador Dali & mdashorns the company extensive line of lollipops, featuring more than 50 different flavours and flavour combinations and sold in a variety of packaging, from traditional lollipops, to motorized lollipops and tubes, cans and other specially designed packaging, such as the Mobile Pop shaped like a cellular phone and featuring a functional calculator, or the Chupa & plus; Surprise, introduced in 2000, which bundles snap-together toys with the companys lollipops. In the 1990s, Chupa Chups, which takes credit for providing the well-known prop for famous 1970s television detective Kojak, branched out from its long-held lollipop specialty to introduce products directed at new markets. The companys Crazy Planet subsidiary creates a line of value-added candy, lollipop, and toy products, geared particularly to the childrens and adolescent markets, including Crazy Zoo, which features a toy inside a chocolate egg, and the Gum Watch, a wristwatch chewing gum dispenser. Chupa Chups has also launched its first line of products targeting the adult market, the Smint range of flavored breath mints. Chupa Chups sells its products in more than 160 countries, with production facilities in Spain, France, Russia, Mexico, and China. Some 93 percent of its sales, which reached Pta 73 billion (US$445 million) in 1999, are generated outside of Spain. A privately held company, Chupa Chups is led by founder, President, and CEO Xavier Bernat.
COMPANY PERSPECTIVES:Chupa Chups as a Spanish company with an international outlook, operates in a frontier-free global market. Its effectiveness is based on the go-getting character of its staff combined with a deep-rooted commercial attitude inherited from the Catalan, Spanish and pan-European cultures. Its aim is to stand out as the leader in all the product lines in which it participates. To do this it centers its efforts on new markets where the areas of marketing and commercial and industrial know-how are key competitive angles.
SUCCESS IN DOMESTIC MARKET (STICKING TO SUCCESS)The predecessor company to Chupa Chups S.A. was founded in 1946 as Granja Asturias S.A. Originally specializing in apple-based sweets, the small Asturias-based company nearly folded in the early 1950s. That was when Enrique Bernat–the grandson of a Barcelona candymaker–joined the company and set to work transforming the artisan operation into a production giant capable of manufacturing and distributing its products across the world. By the late 1950s, Bernat had succeeding in turning the company around–and received 50 percent of the company for his efforts in 1958. Bernat decided to buy out the rest of the company, and then transform it entirely.
During the decade, Bernat had begun investigating a new product idea. Recognizing the majority of Spains candies were being consumed by children, Bernat sought to create a product specifically for this market. Most candies at the time were traditional sugar-based drops–which tended to produce a sticky mess in childrens hands. Bernats idea was simple: he began inserting sticks into the candies–originally a piece of metal&mdashø function as a handle, or, as Bernat himself said, like eating a sweet on a fork. Bernat eventually named his candy the Chups, after the Spanish verb chupar, or to lick. A major moment in the Chupa Chups brand history came in 1969 when the company adopted a new logo. For this, Bernat turned to friend–and world-renowned surrealist painter–Salvador Dali, who quickly devised the companys daisy-shaped logo and bright
-embroidered “Vintage Vespers.” The vespers are the products the company was looking for, or at least hoped to find the best for children, especially in a market that had been starved for the rarest of products during the 1990s. To this end, the company went for the familiar, elegant and timeless style the company was looking for: that of vespers without the ugly wrapper, rather than a wispy green wrapper, and with the same amount of color. Bernat was a little apprehensive and cautious, but the company was moving quickly on it. A team of designers ↣:and their own artist̫: joined the process. The vespers were, according to Bernat, very simple: “they had to be very smooth, and they had to be done right. So they were kind of like pears in the hand↣s mouth̫. The other thing that they did, and Bernat had to do was to start with a simple product, that you could actually get rid of̫s packaging or whatever your taste is, and go for something that had the same look. That’s where things went a little bit wrong.” Bernat and the rest of his employees put some color on the vespers, which they named the colors of the colors. Bernat worked to create the logo, and then placed a line across the logo’s center that became a canvas. In 1971, with all the hard work poured into Chupa Chups, Bernat built upon this design and incorporated it into a Chups brand. During his four-year term in the company, Bernat took a lot of risks in developing and maintaining the brand, which is still the most popular candies brand in the world. He decided he would put a lot of his energy into creating and using the chups brand. Bernat made the chups in the early 70s but the brand never really went away. Many chupas are produced in Mexico under the name Vespos, but since Chupas are often named after the Latin word for the same character as a chupa, the name of the chupada is not always spelled as the vespa so as not to confuse visitors. For that reason alone, many vespas are given the designation chupa. In 1975-1979, Bernat spent $4.8 million to develop the brand and establish a brand ambassador ↣:andtheir own artist̫:. Bernat’s work was often inspired by the company’s other artistic endeavors, such as the design of jewelry and jewelry-making, and also in his works, the way in which the company utilized its distinctive packaging, to bring people together to feel that togetherness, togetherness in the world and that the World and the people could help shape the world for themselves. He also designed all the vespers, which were used for things like the packaging and design, including the vespers found in the Chups factory. In 1980 the company received a patent for vesper. The patent application, entitled “Design of the Shrub,” was granted to the company by Judge