Cadbury India Ltd has unveiled a selection of fine assorted chocolates billed as “Celebrations” in the retail shelves of Mumbai and Pune. The company plans to roll out the new collection in select top 25 cities in the next two to three months.
According to company sources, the launch of Celebrations is to leverage the inferences of a consumer research conducted by the company that reveals the socio-psychographic leaning of the Indian demography which displays a preference for lending a more contemporary youthful gift on any gifting occasion.
As a product-trigger initiative, the company will enhance the product visibility at strategically evaluated retail points and tag it along with elaborate display strategies.
As part of its retailing strategy, the company is consolidating on this collective consumer insight by ensconcing the product presence in chosen retail ends.
The company is targeting the premium consumer segment belonging to SEC A and B to trigger growth.
Source: Financial Express