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Cadbury, Perfetti in new marketing initiatives

17-February-2004
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Cadbury, Perfetti in new marketing initiatives

Even as Cadbury India Ltd is in the process of rolling out an integrated marketing plan to promote its acquired brand ‘Halls’, Perfetti India is drawing up an aggressive marketing plan to popularize its sugar confectionery brand Mentos.

With the recent entry of HLL’s Max Candy, competition is hotting up in the sugar confectionery segment in the Indian market place. For starters, Cadbury India is rolling out a television campaign to highlight the new brand proposition of Halls as ‘it refreshes and clears your throat’in its communications.

After the acquisition of the Adams business worldwide, Cadbury India is now strengthening its presence in the sugar confectionery segment with new a brand new communication package. On the company’s plans, says Mr Sanjay Purohit,general manager (marketing):”We are looking at various retail initiatives to enhance the visibility of our brands.

In fact, we plan to set up special Halls dispensers at retail outlets. Our aim is to increase our retail presence.” To support its mass media ad campaigns, the company is planning to launch a slew of above-the-line-communication initiatives. Hall’s new ad campaign is designed by advertising major Contract Advertising.

At present, Cadbury India’s advertising is handled by three agencies namely Ogilvy & Mather India, Contract Advertising and Lemon Communications.

Furyher, in a bid to gain a competitive edge in the sugar confectionery segment, Perfetti India is chalking out an ambitious marketing plan to promote its brands which include Mentos and CentreShock among others.

As part of its marketing strategy, Perfetti has recently launched two high-voltage television commercials to promote the two new variants of Mentos. Ogilvy& Mather India has designed the new communication package for Mentos.

Says Ms Shweta Rajwade, account director, Ogilvy & Mather India:” Our ad strategy is to highlight the fact Mentos refreshes you. Our two commercials for Lemon Mentos and Lime Mentos show how these brands give fresh ideas in our otherwise mundane lives.”

Further, Ms Rajwade informs the company’s main marketing focus is on TV commercials for the purpose of popularising its sugar confectionery brands. “These ad campaigns will be supported by dealer meets and retail initiatives.In fact, Perfetti has many plans in the pipe line,” she adds.

In the highly competitive sugar confectionery sector, the major players include, Perfetti India, Cadbury India, ITC and Hindustan Levers Ltd among others.

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