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Here's Cadbury's new gameplan
October 21, 2008
Making matters worse for Cadbury, more and more foreign players are formally launching their brands in the country.
In September this year, Mars Snickers started its first television commercial in the country. Though the chocolate bar will not be manufactured in the country just yet, the company has got its marketing team in place.
"Mars is the world's number 1 chocolate company, and naturally our aim is to build in the long-term a significant business in India," says Mars India's director, chocolate category, Arjun Charanjiva. So far, thing are going according to plan. "We are growing significantly faster than the market rate of 20 per cent," he says.
Image:A bar of Cadbury's chocolate.| Photograph: Leon Neal/AFP/Getty Images
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