Gerard Chandran, Kraft Foods: Companies should be wary about return on investments

Kraft Foods Romania, leader of the coffee and chocolate market, has gained the top position on the biscuits market, as well, a segment where it has launched four different brands this year: Oreo, Tuc, Belvita Start and Milka.

During July-August 2010 period, the company almost doubled its market share in terms of value on the biscuit segment against the same period of last year, when it had only Lu brand in its portfolio.
Since it launched Belvita Start this April, the company has sold 65 million biscuit packages under this brand. The company's representatives chose not to disclose any further details on the market share.
"One cannot make a clear prediction for the future; almost every opinion about economic revival I read is different," states Gerard Chandran, managing director of Kraft Foods.
In his opinion, "most companies now should pay attention to ROI and focus on those brands and market segments that can provide it".
The US company's subsidiary has this year banked on this very strategy, focusing on the biscuit category.