Business Daily from THE HINDU group of publications
Wednesday, Oct 08, 2008
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Business Daily from THE HINDU group of publications Wednesday, Oct 08, 2008 ePaper | Mobile/PDA Version | Audio | Blogs |
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Marketing
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New Products & Services Cadbury India relaunches dark chocolate Mumbai, Oct. 7 Cadbury India has re-launched its Bournville brand of fine dark chocolate. With intentions of building the dark chocolate category in the country, Cadbury has launched four new variants under the Bournville brand on the eve of the festive season. At a press conference, Mr Sanjay Purohit, Executive Director (Marketing & International Business), said, "All these years Bournville was a small brand in our portfolio. But now we are looking at transforming the brand and developing the dark chocolate category." The chocolate major intends embarking on a large sampling exercise for the brand along with a new campaign created by its agency - O&M. "Dark chocolate is the fastest growing at 13 per cent in the confectionery category globally. In India, we would be targeting the brand at the evolved chocolate-eating segment. Being the market leader in chocolates we have decided to build the category,'' added Mr Purohit. - Our Bureau
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