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Sometimes, nothing succeeds for market leaders like a little competition. When competition intensifies, you either gain share from some of the existing players or grow in a way you create headwinds in some segments which outgrow the market.
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Cadbury isn’t an exception, rivals Nestlé, Ferrero India and even Patanjali hit the market with new launches in the chocolate category dominated by Mondelez.
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Instead of ceding ground to the competition, Cadbury Dairy Milk widened its share of the market to 43.5 per cent in 2016 from 36.7 per cent in 2014 to reach its highest level in India.
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Other than Mondelez, brands such as Surf Excel, Good Knight, Real juice, Harpic, Parle G, Amul ice-cream and Bisleri actually gained share in the past two years in their segments.
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With young brands trying to unsettle the established ones, some leaders have resorted to counter attacks instead of just defending their positions.
Source: http://bit.ly/2nw6wmO
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