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In Argentina rice market where the distribution was done primarily through supermarkets and the market was fragmented and regional, Gallo products accounted for 17.5% of Argentine rice volume, 48% share in greater Buenos Aires in 1991 by four products lines Grano largo Fino and Doble, Oro, Integral, and Risotto with 28%, 59%, 5%, and 1% of Gallo's total Argentine sales volume respectively. The introduction of Meta"Tempo quick-cooking rice under the name Gallo Quick with a good positioning and pricing strategy by taking into account the economic conditions in Argentina can be used to enhance Gallo's product leadership and market share. .
In Poland rice market 95% of the market was under the control of unbranded, white rice, packaged in paper bags. Gallo held less than 1% volume share and sold in 200 Pewex shops with the main competitor being the "Uncle Ben's" which had penetrated 90% of the supermarket and grocery outlets in Warsaw in just over a year. The Gallo brand was available in 200 supermarkets and upscale grocery stores, which accounted for 30% of all grocery sales volume in Warsaw and 5% in Poland. With the changing conditions in Poland market, the brand awareness of Gallo can be increased with possible introductions of more sophisticated rice products and also by consumer education about different recipes with a good positioning, communication, and pricing strategy. The substitute position of rice for potatoes can be strongly used in order to boost the usage rates of rice and especially the branded rice. .
3. At the first sight, Italian and Argentine markets seem to be very similar according to their breakdown of rice consumption whereas in Poland, there is a straight dominance of regular milled white rice in retail sales (95% in Poland whereas 80% in Argentina and Italy). Italian market is under the control of major brands and therefore less segmented compared to Argentina where national brands accounted for only 45% of total retail sales.
