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Mondelez launched ‘Marvellous’ Range under Dairy Milk to Boost up Sales

India: Mondelez, an American multinational confectionary, food and beverage company controls about 2/3rd of India’s confectionary market. Due to slow growth in consumer market, Mondelez’s sales fell down over the last decade. It’s the reason behind the launch of its new range of collection named ‘marvellous collection’ under its product brand Dairy Milk. The new range is positioned under mass premium category. To increase the interest amongst its customer, company has decided to make the product available exclusively through Amazon, an E-Commerce giant, and in future, it will be rolled out across retail distributors.

Despite of sluggish growth of the economy, Mondelez is all set to position itself in the market. Earlier this year, Mondelez launched products like Bournvita Biscuits and Oreo Gold, and this is Mondelez’s third launch. Mondelez showed slow growth last decade as compared to its rival Ferrero which grew remarkably well due to aggressive innovations, although its pricing was of premium range.

According to TechSci Research, the consumer market is likely to grow in the future. Indian consumers are now looking for varieties and new eating experiences. However, the Consumers today are health conscious and awareness is increasing among the consumers about the problems arising due to high calories content in the body. It is easier for a company like Mondelez, who is having global leadership in chocolate, and, is well positioned to identify and bring some of their world leading brands to India, depending upon the choices and requirements of its consumers. The launch of Marvellous is taken as a part of its strategic decision to provide a new taste to its consumer’s taste-buds and to boost up its sales and compete with its competitor Ferrero who is showing positive growth through its innovations even in such a sluggish consumer market.

According to a recent report published by TechSci Research, “India Chocolate Market Forecast and Opportunities, 2020”, chocolate market in India is projected to surpass USD17 billion by 2020. In 2014, Consumer chocolates segment dominated the Indian chocolate market, and this trend is expected to continue over the course of next five years. Product innovations, strong marketing strategies and increase in variety of products are driving consumer chocolate sales in India. Over the last few, apart from children, adult population has emerged as the key consumer segment for chocolate companies in the country. Consequently, manufacturers have been launching new and innovative chocolate products such as sugar-free and organic chocolates to lure adult consumers. In terms of regional sales, Northern India accounted for the largest share in 2014, followed by the Southern, Western and Eastern regions of the country.

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