Chandran, Kraft Foods: Buying confidence still very low

Gerard Chandran, managing director with Kraft Foods Romania, the company including in its portfolio brands such as Milka, Jacobs or Poiana, says the start of the year did not bring a recovery of the markets the company operates on and so far there have been no noticeable signs that can lead to a situation change.

Chandran took the reins of the biggest player on the chocolate and coffee market almost a year ago in a highly delicate period for these consumer goods segments.

In parallel with falling demand, another factor put downward pressure on Kraft business and the overall market. Cocoa prices this year hit a 33-year high.

The most important steps taken were to boost the promotion budget and launch new products. According to Chandran, the moves resulted in rising market shares. The problem is the market is showing feeble signs of recovery, he says. “(…) Even though financially part of the population is doing better, buying confidence is very low. It will take some more time for this to change,” believes Chandran.

Thus, taking into account the entire market context, 2011 will also be a year when the company works with a downbeat scenario so as not to have any surprise at the end.