Global chewing gum brand Dirol, owned by Mondelez International, continues systematic development of its business on the Georgian market, now one of the largest markets for the company with “encouraging growth rates”. Last year Dirol faced lingering consequences of the COVID-19 pandemic, but forged ahead and decided to focus on the youth market. The results exceeded expectations, Zurab Lomsadze says, Mondelez National Key Accounts Manager in the Caucasus and Central Asia. “Purchasing power dropped and there were uncertainties about the future. We focused on retaining our base and the effectiveness of our current performance. As a result, we strengthened our…
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