"We are confident that with the launch of Truffle, Cadbury India will continue to maintain its leadership position in the Indian confectionery market," says Deepak Sethi, director of marketing and sales.
A 51% owned subsidiary of Cadbury Schweppes, the Bombay-based Cadbury India last year entered the hard-boiled sweets market with its Googly range. In a bid to stave erosion of its market share by competitors New Delhi-based Nestle India and Anand, Gujarat-based Amul, Cadbury recently launched promotions like the True Blue offer, in which consumers exchange chocolate wrappers for denim-made gifts and apparel.
Like other multinationals and local marketers, it also participated in India's independence golden jubilee celebrations. The marketer last year spent $7.2 million on marketing its products in the subcontinent.
The media plan for Truffle involves ads via Ogilvy & Mather, Bombay, in print media, and on billboards and bus-stands. To increase in-store awareness, point-of-sale materials will be distributed to retailers.
Besides confectionery, Cadbury Schweppes' interests in India include a presence in the malted drinks segment with its Bourvita brand and soft drinks through wholly owned Cadbury Schweppes Beverages India, a Bombay-based marketer whose Crush orange drink has become the country's No. 2 in that niche since a mid-1990s launch.
Copyright November 1997, Crain Communications Inc.