The Indian subsidiary of UK confectionery and soft drinks giant Cadbury Schweppes said it is exploring new marketing channels to improve the performance of its brands.
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These channels are likely to include non-retail chains in a bid to reach new customers or provide existing customers with the opportunity to buy Cadbury brands where they did not expect it. The company is also going to experiment with new price points for its flagship brand Cadbury Dairy Milk, which accounts for 30% of Cadbury India’s overall chocolate business.
Bharat Puri, Cadbury India’s managing director, told the Economic Times that that through the new marketing channels and price points, Cadbury’s was determined to turn infrequent customers into regular buyers.
