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Dairy Farmers milks eight champion brands
21 Mar 2005
Dairy Farmers will increase its marketing budget by at least 20 per cent over the next 18 months as part of a strategy to boost margins and drive sales of its eight "champion brands". The need to revise Dairy Farmers sales was highlighted by the release of its December 2004 half results last week. Revenue was flat while earnings fell 25 per cent. Dairy Farmers is one of the company's "champion brands". The others are Ski, Coon, Cracker Barrel, Shape, Moove, Dare and Oak. Over the past year, the company has axed about a third of its product range.
Financial Review 21/03/2005
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