Gerard Chandran, managing director with Kraft Foods Romania, thecompany including in its portfolio brands such as Milka, Jacobs orPoiana, says the start of the year did not bring a recovery of themarkets the company operates on and so far there have been nonoticeable signs that can lead to a situation change.
In parallel with falling demand, another factor put downwardpressure on Kraft business and the overall market. Cocoa pricesthis year hit a 33-year high.
The most important steps taken were to boost the promotionbudget and launch new products. According to Chandran, the movesresulted in rising market shares. The problem is the market isshowing feeble signs of recovery, he says. "(...) Even thoughfinancially part of the population is doing better, buyingconfidence is very low. It will take some more time for this tochange," believes Chandran.
Thus, taking into account the entire market context, 2011 willalso be a year when the company works with a downbeat scenario soas not to have any surprise at the end.
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