Ezaki Glico Company Essay

Ezaki Glico Company Limited or Glico for short is the name given to its company by Ezaki Riichi. This Japanese confectionary company was created in 1919. If the name doesn’t seem Japanese, it is because Glico comes from the word “glycogen”. First caramel candies made by Ezaki contained glycogen, a sugar naturally contains in oysters. Using this name, Ezaki shows the will to have an international weight.
Actually, after its success in Japan, in 1932 the first Glico factory was established in Dalian China. In 1982, to have an access to Europe, he chose to establish in France.
Recently, Glico tried to go in the USA and in Indonesia, we will closely study the different methods used by Glico to be successful in those very different regions.
Glico

In France, LU was already selling biscuits and was opposed to Glico's new product, without having any control in it. Of course, when LU realised the potential of the product thanks to some tests sales conducted in France they wanted to take advantage of the product’s . Produced in the Cestas Plant located near Bordeaux, Mikado has spread throughout Europe and is sold mainly in France, Germany, Belgium, Italy, Spain, but also Austria, Switzerland and the Netherlands.The factory’s implantation is a strategic place to reach Europe.
The only way to have the right to produce and distribute Pocky way to create a Joint Venture between Generale Biscuit Glico France and LU, still today production remains a secret.
Pocky’s creation has been patent, so that the coating technique could not be copied.
At first, they used the name “chocotek” but it wasn’t enough sales-oriented and they decided to change. Still today, Pocky is sold under the name “Mikado”. Mikado is a word used by occident to called the Emperor of Japan, the word is now obsolete, but the name was chosen to keep the Japanese consonance. The name chosen is a reference to the Mikado game, with sticks, to evoke the shape of the