Conversely, in the Western European sales region, its market share increased from 5.9 to 6.5 per cent. The announcement coincides with the company's increased promotion activities for its Dairy Milk brand, which this year celebrates its centenary. In 2003 Cadbury announced a major four-year restructuring plan, following heightened competition from its main competitors, Mars and Nestlé, and spiralling costs for cocoa, milk, packaging and logistics. Cadbury's ambition is to achieve cost savings of around £400 million (€586 million) by 2007 - something which will also involve a 10 per cent reduction in the company's current workforce.