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New-look Complan on shelves | Telegraph India

Kraft Heinz officials today said through a focussed pricing strategy, the company had been able to improve its market share at a time the industry was affected by the GST.

“We did a study to understand the elasticity of different packs – how the prices move and impact the volume. Some of the learning from that were deployed in the April-June quarter, which helped us to gain better volumes,” said Vikramjeet Singh, chief marketing officer of Kraft Heinz India.

The company has lowered the prices of smaller packets (less than 200 grams) and increased the prices of larger packets, which has helped to increase its market share by around 20 basis points.

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New-look Complan on shelves.

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