Chocolates major Cadbury India, has roped in Sunil Sethi from Colgate-Palmolive, Hong Kong to head its sales division in India. Sales and marketing are being viewed as two separate crucial functions by the company, which had clubbed both the functions for a brief period.
Mr Sethi, who joins the company next week as director (sales), replaces Vidyut Atre who subsequently moved on to Cadbury, China. At present, Sanjay Purohit heads both sales and marketing functions in the company.
A leader in the chocolate market, Cadbury has a 70% plus market share and is ranked number two in the total food and drinks market. Popular brands include Cadbury's Dairy Milk, 5 Star, Eclairs and Gems.
Other products include malted foods, cocoa powders and drinking chocolate. The challenge for the company is to grow consumption by redefining and expanding the market.
Under the charge of Anand Kripalu, the new MD, Cadbury India is working on more innovation in its product portfolio and may launch a couple of international offerings. During the current year, the focus will be on growing its confectioneries business and pushing sales at both ends, modern retail and mass markets.
Some of its recent new offerings include Eclairs Crunchy and Dairy Milk Wowie based on Walt Disney characters. It has recently launched an advertising campaign, Miss Palampur (furthering its Kuch meetha ho jaye campaign) featuring Bollywood superstar Amitabh Bachchan.
Currently, the industry and the company are recording double-digit growth rates of around 20%. Cadbury Schweppes has also begun a regional grouping system of similar markets to share resources and capabilities across the board from product innovation, raw material sourcing, productivity, manufacturing consolidation and the effectiveness of its sales force.
The company is currently pushing cross-border exchange of talent and roping in expatriates to be part of its senior management team.