Focus On Branding To Prove Fruitful For Kraft

North American food manufacturer Kraft Foods has big ambitions for its Indian market. Kraft's acquisition of Cadbury has provided it with an enviable reach across emerging markets (EMs) such as India, China and Brazil, and it now plans to further its reach in India, with an aim of becoming one of the five leading food companies in the country in the years to come. Focusing on its existing brands, rather than bringing new brands into India, as well as increasing its advertising spend, Kraft will continue to build a strong brand positioning, which should provide it with a shield against the intensifying competitive pressures within the sector.

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