The biggest, and most obvious cultural challenge is the fact that their national dish is a sweet treat that is an alternative to chocolate and poses a huge threat to business.
Dulce de leche is well positioned in the minds of Ocho’s target market, it is a cultural and social trend and has such a strong reputation in consumers minds that it would be difficult, but not impossible, to compete in this field in Buenos Aires.
Another cultural challenge that Ocho would face doing business in Buenos Aires is the meaning behind some of the colours used on the packaging of some of their products.
Ocho uses the colours black and purple on some of their products which are both colours associated with death and funerals.
The fact that Argentina’s annual percentage of imported chocolate is so low and decreasing yearly is yet another cultural challenge that Ocho would face.
To put in bluntly, consumers of Argentine culture just simply don’t buy chocolate.
Statistics prove that their consumption of chocolate per year is significantly lower than almost every other country/culture, highlighting a huge challenge for Ocho.
Argentines are very creative and in tune with their artistic side. Marketers should consider this when deciding whether to customise or standardise the packaging.
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