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A.J. Vinayak

Mangalore , June 17

THE Mangalore-based multi-State co-operative, Campco (Central Arecanut and Cocoa Marketing and Processing Co-operative Ltd), is reorienting itself to penetrate the chocolate market dominated by multinational companies.

In this regard, it is focusing on activities such as outsourcing the sales staff in key markets and promoting chocolate products in schools.

Sources in Campco told Business Line that the co-operative has signed an MoU with Ma Foi to outsource sales staff to sell its chocolate products. More than 50 persons from the consulting agency will be deputed in Kerala, Karnataka, Uttaranchal, Uttar Pradesh, Delhi, Punjab and Haryana. In addition to the existing staff, the extra manpower will help strengthen its market share in these States.

Asked about the lack of advertisement campaign for its products, they said that it is difficult for the co-operative to match MNCs on advertisement spend. Instead, Campco is concentrating on event management activities to popularise its products. It has tied up with the Bangalore-based "Adventure" for event management activities.

Apart from this, the co-operative has tied up with the Kerala-based children's magazine, "Bala Bhoomi". Under this, Campco and "Bala Bhoomi" will hold quiz competitions for students in that State.

To popularise chocolate drink product among students, the co-operative is planning to install vending machines in select schools. A 60-ml cup of the drink will cost Rs 2, they said.

Campco has taken the help of People One Consultancy, Bangalore, to train its sales representatives, assistant sales managers and regional heads in areas such as leadership, management, and team-building initiatives. `Integrated Brand.Comm' will inform them on marketing and advertisement related aspects, sources added.

A three-day all-India annual sales conference and training and development programmes for the sales personnel in the chocolate marketing division will begin at Puttur in Dakshina Kannada district on June 18. Mr L.N. Kudoor, Campco President, will inaugurate the training programme. Mr G.R. Krishnadas, Campco MD, will inaugurate the annual sales review meeting for 2004-05, sources said.

More Stories on : Strategy | Dairy & Dairy Products | Karnataka | Co-operatives

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