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Targeting institutional sales
FEBRUARY 1: Godrej Pillsbury plans to garner volumes in cake mixes by targeting institutions in a major way. To this effect, the company has set up a division called Bakery & Foods Services. It has also recruited a sales team to kick off this task in around seven major metro cities. Says Godrej Pillsbury president Ravi Sivaraman, ``since the business requirement for institutional sales is different from that of retail, it calls for greater amount of customer relations. The company thus decided to set up an exclusive sales team to cater to the need.''The company has also set up a test bakery to give demonstrations on baking to the targeted institutions. In addition to cake mixes, the company will try to sell the concept of baking muffins, brownies and cookies to the institutions, as a strategy to market the Pillsbury brand of cake mixes.Sales from the Bakery & Foods Service is estimated to contribute roughly three-fourth of the total sales from cake mixes. The company's turnover from cake mixes is about Rs 1 crore. Copyright © 2000 Indian Express Newspapers (Bombay) Ltd.
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