On the companys strategy, Amit Burman , vice chairman of Dabur India Ltd, said, We are investing more in advertising to promote our new launch Twist. In fact, we have allocated 30% of our sales revenues for Twists ad budget. We are now increasing our distribution network to target more rural towns. Incidentally, Cokes new offering Minute Maid directly competes with Daburs Twist.
To sustain its leading edge, Parle Agro is sharpening its focus on marketing initiatives and distribution strategy, according to Nadia Chauhan, director, Parle Agro. To connect with existing and new consumers, we are looking at innovative marketing initiatives. We are looking at a judicious mix of mass media ads and below-the-line activities, she added. Across the road, Coca-Cola is painting the town orange with its outdoor media campaign to promote Minute Maid.