Financial Daily from THE HINDU group of publications
Thursday, Apr 01, 2004
Financial Daily from THE HINDU group of publications Thursday, Apr 01, 2004 |
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Marketing
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Strategy Cadbury claims sales pick-up Our Bureau
Mr Sanjay Purohit, General Manager - Marketing, Cadbury India Ltd, explains the new packaging at a press conference in Kochi on Wednesday. — K.K._Mustafah
Kochi , March 31 CADBURY on Wednesday said its sales have begun to pick up after a worm infestation controversy in October last year hit the chocolate market in India. "In the next month or so, we should be back to normal," said Mr Sanjay Purohit, General Manager — Marketing of Cadbury India Limited, here at a press conference. Worms were found in Cadbury chocolate bars sold in some states, including Kerala, during October 2003. This incident, which Cadbury officials term as `freak', severely affected its sales across the country. To contain the damages, Cadbury roped in superstar Amitabh Bachchan for a new ad campaign. It also improved packaging of the chocolates. Mr Purohit said sales of Cadbury was down by 10-12 per cent in the October-December quarter across the country due to the controversy. "We expect that the consumer confidence will be back and sales would be back to the pre-incident days," he said. Cadbury, which has a turnover of around Rs 700 crore in India, is hopeful of recording a growth in business in 2004, in line with the 10-12 per cent annual growth of chocolate market. The new packaging for the chocolates, done specifically for the Indian market, has entailed an additional Rs 12-15 crore investment. However, Cadbury has not increased prices and does not plan to do so either, Mr Purohit said.
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