Cadbury faced a crisis when worms were found in some of its Dairy Milk chocolate bars in India, leading to plummeting sales. To address the crisis, Cadbury launched Project Vishwas, which involved advertising featuring Amitabh Bachchan, revamped packaging, and retail monitoring. Through transparent communication and quick action, Cadbury was able to restore stakeholder confidence and increase sales back to pre-crisis levels within 8 weeks.
The presentation covers almost all areas of cadbury business starting from its origin, history, SWOT analysis, HR function, Finance function, Production & Operation, recent news and others.
I hope it will be beneficial to you.
The ppt is about Cadburys history and its functions in two different countires i.e India & UK. Cadbury a multidomestic product have different operation, marketing strategy in India & in UK. Even the taste is different when it comes to Uk's cadbury made by hersheys & Mondelez's cadbury in India. It also discusses the worm issue which Cadbury faced and how did they tackle it.
Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cad...Hypup Media
A simple but comprehensive presentation from Hypup on Cadbury India.
The presentation will take you through the product mix of Cadbury India as well as how they are segmenting, targeting and positioning the company in the minds of target consumers.
The presentation will be helpful to business people, entrepreneurs and students since it explains the different elements of marketing strategy followed by world leader in confectionery market
A presentation on Cadbury India. It is one of the most successful companies in India under the fast moving consumer goods (FMCG) category.
I hope this presentation is helpful to you to get an overview of the company.
Marketing Presentation Cadbury the king of Indian chocolate market VJ Vishwajeet
1) Introduction:
Cadbury was Launched in India in 1948.
It’s operation in 60 country
Cadbury has its headquarter in UK.
Before launch of Cadbury Indians hold the notion that “Chocolates are for kids.
During 1948, Per Capita consumption of Chocolate in Urban India is 160 gm Compared to 8kg in UK.
2) In India Cadbury Offers four Product Categories:
Chocolate and Confectionary - Cadbury Dairy Milk, 5 Star, Perk,
Eclairs and Celebration
Milk food drinks - Bournvita.
Candy – Halls
Gum - Bubbalo.
Cadbury has covered the market by offering the Range from Re. 1 for Eclairs to Cadbury Celebrations gift packs price between Rs.100 to Rs. 200.
3) Some Facts About Cadbury
The name “Cadbury” is synonymous with Chocolates in India.
Logo- Its Purple color are strongly associated with the Brand.
Dairy Milk emerged as the no. 1 “Most Trusted Brand” in India by Brand Equity’s most trusted Brands Survey (2005).
“The Worm Incidents” in 2003.
Cadbury’s Market share in India slid from 73% to 69.4 % in almost overnight.
Cadbury rescued itself today to its original position with market share of 71 %.
Cadbury creates confidence which help it successfully overcome this situation
Today Cadbury is the King of Indian Chocolate market.
The presentation covers almost all areas of cadbury business starting from its origin, history, SWOT analysis, HR function, Finance function, Production & Operation, recent news and others.
I hope it will be beneficial to you.
The ppt is about Cadburys history and its functions in two different countires i.e India & UK. Cadbury a multidomestic product have different operation, marketing strategy in India & in UK. Even the taste is different when it comes to Uk's cadbury made by hersheys & Mondelez's cadbury in India. It also discusses the worm issue which Cadbury faced and how did they tackle it.
Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cad...Hypup Media
A simple but comprehensive presentation from Hypup on Cadbury India.
The presentation will take you through the product mix of Cadbury India as well as how they are segmenting, targeting and positioning the company in the minds of target consumers.
The presentation will be helpful to business people, entrepreneurs and students since it explains the different elements of marketing strategy followed by world leader in confectionery market
A presentation on Cadbury India. It is one of the most successful companies in India under the fast moving consumer goods (FMCG) category.
I hope this presentation is helpful to you to get an overview of the company.
Marketing Presentation Cadbury the king of Indian chocolate market VJ Vishwajeet
1) Introduction:
Cadbury was Launched in India in 1948.
It’s operation in 60 country
Cadbury has its headquarter in UK.
Before launch of Cadbury Indians hold the notion that “Chocolates are for kids.
During 1948, Per Capita consumption of Chocolate in Urban India is 160 gm Compared to 8kg in UK.
2) In India Cadbury Offers four Product Categories:
Chocolate and Confectionary - Cadbury Dairy Milk, 5 Star, Perk,
Eclairs and Celebration
Milk food drinks - Bournvita.
Candy – Halls
Gum - Bubbalo.
Cadbury has covered the market by offering the Range from Re. 1 for Eclairs to Cadbury Celebrations gift packs price between Rs.100 to Rs. 200.
3) Some Facts About Cadbury
The name “Cadbury” is synonymous with Chocolates in India.
Logo- Its Purple color are strongly associated with the Brand.
Dairy Milk emerged as the no. 1 “Most Trusted Brand” in India by Brand Equity’s most trusted Brands Survey (2005).
“The Worm Incidents” in 2003.
Cadbury’s Market share in India slid from 73% to 69.4 % in almost overnight.
Cadbury rescued itself today to its original position with market share of 71 %.
Cadbury creates confidence which help it successfully overcome this situation
Today Cadbury is the King of Indian Chocolate market.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
4. • Sell three kinds of confectionery:
chocolate,
gum and candy.
• Operates in over 60 countries.
• 35,000 direct and indirect suppliers.
• 187 years old.
• 45,000 people are employed.
CADBURY IN INDIA
8. • In eight outlets across Maharashtra,
worms were found in
some bars of Cadbury Dairy Milk.
• Inquiry was instituted by the Food and
Drug Administration
and negative media publicity spread like
wildfire.
• Consequently, sales volume
plummeted, retailer cooperation
lessened and employee morale dwindled.
All in all, the
company's credibility suffered extensive
damage
AND THE PROBLEM
CONTINUED..
9. • Reputation and credibility was under intense scrutiny.
• Sales volumes came down drastically in the first 10 weeks.
• Employee morale – especially that of the sales team – was
shaken.
• Due to which media coverage touched close to 1000 clips in
print and 120 on TV news channels.
• People even assumed that every chocolate could be
contaminated.
CRISIS
10. • Cadbury India Ltd. has begun
investigations into reports
that live worms were found in its Dairy
Milk chocolate bars.
• Cadbury’s statement : We are
concerned about these reports
and are investigating it," a company
spokesperson said.
• The Maharashtra Food and Drugs
Administration (FDA) had
announced that it would prosecute
Cadbury India Ltd. after
tests indicated "insect infestations" in the
chocolate
samples tested.
PROBLEM FACED BY CADBURY
11.
12. • To Restore confidence in the key stakeholders.
• Build back credibility.
• Make customer believe about safety.
• To increase the sales.
• To Restore confidence in the key
stakeholders.
• Build back credibility.
• Make customer believe about
safety.
• To increase the sales.
CHALLENGES
13. In response to the crisis, Cadbury therefore
developed
three key messages:-
1. Infestation was a storage problem;
2. It was safe to eat Cadbury chocolates; and
3. Consumers must exercise the same care in
purchasing a
chocolate as they would when buying any food
item.
OBJECTIVES
14. They did not deny the fact of worms being present in
the
Chocolates
Project Vishwas
Advertisement featuring Amitabh Bachchan.
Revamping of packaging of Dairy Milk having metallic
poly flow.
STEPS TAKEN TO ACHIEVE THE OBJECTIVES
15. Using IMC elements to overcome from
this problem
• Advertising
The company began its multi-pronged
campaign on key print,
broadcast and electronic media, to regain its
lost credibility and
almost re-established the category.
• Message strategy
It decided to convey that the root of the
problem was as the
distribution end, that any food item could
face similar infestation,
and yet Cadbury would take initiatives to
check the problem.
16. • Identification of four stakeholders the
consumers, its
employees, the media, and the
government authorities (i.e.
the FDA)
• Situation with FDA would improve as
the company was
strictly adhering to food safety laws
• Attention from media would fade as
media would lose
interest and find other stories to cover
WHAT AND HOW TO BE DONE?
17. Packaging
Project “Vishwas”
Two advertisements featuring Amitabh
Bachchan
Media conferences
Platform of BQC
Retail monitoring and education
Program
Toll free numbers and emails to the
retailers
IMPLEMENTATION OF ACTIONS
Internal Actions
Letters from MD to the
Employees
Employees were asked to
go to the markets and
check for themselves
Series of town hall
meetings were held
Regular email updates
External Actions
18. o A plan involving distribution and retail channels to ensure
the quality of products.
o Quality control managers and 300 sales staff checked over
50,000 retail outlets in Maharashtra and replaced all
questionable stocks.
o Built awareness among retailers on storage requirements for
chocolates.
o Provided assistance in improving and strengthening
packaging of company’s range of products.
PROJECT VISHWAS
19. Why Big B?
Appointed as brand ambassador
for a period of two
years.
The company believed that the
reputation he has built up
over the last three decades
complements their own, which
was built over a period of 50 years.
AMITABH BACHAN played a pivotal role in all communication
relating
to Cadbury's products and brands.
Aimed at rational and emotional appeal
20. Infestation was Storage-linked problem, not
manufacturing related.
Sales volumes climbed back.
Responsiveness of company.
Significant upward movement in ratings
Within eight weeks of the introduction of
its new packaging and advertising campaign,
sales had almost reached pre-crisis levels.
Cadbury has maintained its position at the
top of the Indian chocolate industry ever
since.
As A Result:-
21. Through timely and consistent marketing communications
Cadbury succeeded in solving a daunting business crisis.
With a 360-degree communications approach that targeted various
audiences, Cadbury could quickly control and offset the negative word of
mouth it had received.
By integrating a variety of tools like press release and
conferences, consumer advertising, trade advertising,
point-of-purchase communications, packaging initiatives,
email communications and the like, all focusing on the same
problem, Cadbury could communicate a unified message and
get audiences to appreciate the efforts it had taken to
minimize instances of future occurrences.
CONCLUSION