Journal of Emerging Technologies and Business Management


“ We now focus a lot on developing markets in 4 main categories.....biscuits, chocolate, gum and candy. We have a small set ofpriority markets. India, China, Russian and Indonesia are keys to growth in the future reiterated Irene Rosenfelal Chairman & CEO, KraftFoods. "In developed markets, we are certainly experiencing what we call the 'new normal’. Categories that were growing at five per cent are now moderating considerably. We certainly are seeing less of that phenomenon in developing markets, confirmed Irene Rosenfeld Chairman & CEO, KraftFoods. On herjirst visit to India in November 2011, Kraft Foods ’ CEO Irene Rosenfeld made these remarks responding to queries about the company’s newfound direction in emerging markets as outlined in Economic Times. The Cadburv acquisition was aimed primarily at getting footprint in markets such as India. Our strategy has been tofocus on a few things and do them well. It is what we call the strategy of 5-I 0-1 0,1 focus on 5 categories, I 0 markets and I 0 brands. And one of the I 0 markets now is India, which is of strategic importance, says Sanjay Khosla, President, Developing Markets & Global Categories, Kraft Foods & Cadburv.