The Italian chocolate maker Ferrero is due to launch its fifth brand in India – Schoko Bons Crispy.
The launch, a chocolate wafer bar, was developed by Ferrero’s Indian team and follows the company’s first localised product – an elaichi flavour for Tic Tac mints.
Commenting on the launch, Emanuele Fiordalisi, Marketing Head at Ferrero India, stated that the firm was focusing on localized innovation in terms of both products and strategy.
In an interview with the Economic Times he said: “In India, you can’t speak the same language to (all the) consumers. We are segmenting the way we are addressing consumers — through below-the line marketing and on the digital space”.
He also added that the firm wass exploring the possibility of launching many more products in India, where it already sells well-known brands such as Ferrero Rocher chocolates, Tic Tac mints, Nutella chocolate spreads and Kinder Joy egg shaped chocolates. “We have a robust portfolio of global brands, many of which are in testing stage”, he said.
Source: Economic Times