Cadbury-Kraft Focuses on Consumer Behaviour Inside Shops Shelves full of Oreo biscuits at a local Mumbai store are described as a "blue wall" by visiting Cadbury-Kraft executives. The food giant has attempted to replicate the metaphoric "blue-wall" in many stores in Mumbai and other cities in a bid to drive sales. The results have been encouraging. Since its launch, Oreo has garnered an over six percent market share in the lucrative and intensely fought Rs 4,000-crore premium biscuit market, where it competes with Britannia's Treat-O and Bourbon, Parle Products' Kreams and Hide & Seek, and ITC's Sunfeast, among others. What Cadbury-Kraft has done with Oreo is part of a game that includes other brands and categories as well. The firm aggressively pushed a marketing & sales programme that has targeted shoppers in the top metros and cities of the country. Branded visicoolers, a range of dispensers developed by local and international design experts, are part of the company's efforts to make the overall shopping experience exciting for consumers. The firm has refurbished packaging of its brands such as chewing gum brand Bubbaloo and pushed promotions to drive sales. Cadbury-Kraft focused on in-store display and placement of products after studying