Critical situation in a organization and managerial solution
•Download as PPTX, PDF•
0 likes•79 views
Cadbury experienced a crisis when worms were found in some bars of its popular Dairy Milk chocolate. This received extensive negative media coverage and drastically reduced sales during the important festival season. Cadbury's strategy was to communicate that the infestation was due to storage issues, not manufacturing problems. It also launched new packaging. These efforts were successful, as media largely accepted Cadbury's perspective and sales returned to previous levels within eight weeks. Consumer perceptions of Cadbury's image, responsiveness, and intention to purchase its products also improved. Currently, Cadbury remains the undisputed market leader in the Indian chocolate market.
Report
Share
Report
Share
Recommended
Cadbury manages a crisis with integrated marketing communication
Cadbury faced a crisis when worms were found in some of its Dairy Milk chocolate bars in India, damaging sales and its reputation. It conducted an investigation that found the issue originated from poor storage at retail outlets. Cadbury launched an integrated marketing communication campaign including advertising with Amitabh Bachchan, public relations programs for trade, media and employees, and new double packaging. As a result of these coordinated efforts, Cadbury was able to regain consumer trust, with sales recovering and growing 20% the next year.
Cadbury India : A fight to worm rumour
Cadbury India : A fight to worm rumour, problem situational analysis, solution, result and conclusion
Kelogges case study answers
these documents refers to the case study on kelloggs about project stakeholders management by rafia bari
Edited jay marketing plan yollies.edited
The document provides a marketing plan for Kerry Foods to launch their new product "Yollies", a yogurt on a stick. The plan includes a situational analysis using PEST and Porter's 5 Forces models. Competitors like Westbury Dairies are identified. The plan sets SMART objectives to convince more supermarkets to carry Yollies, attract more consumers through advertising, and enhance market share. A SWOT analysis is conducted finding strengths in the product's innovation but weaknesses in low initial market share. The plan aims to integrate internal and external analyses to develop a strategic fit for Kerry Foods.
P&G Canada : Developing Scope Advertising copy
This document provides information about the Canadian mouthwash market and Scope brand's declining market share. It details Scope's competitors including Listerine, Plax, private label brands, and new entrant Colgate Total. It discusses Listerine's increasing marketing activities and Scope management no longer allowing new investment in the brand. The objective is to develop focus group questions to finalize Scope's brand positioning statements and lead to breakthrough advertising. Example questions probe consumer perception of benefits, brand perception, positioning statements, and ad effectiveness.
Kelloggs
Kellogg's conducted market research to develop a new product extension for its popular Crunchy Nut brand. Through qualitative and quantitative primary research, Kellogg's sought to understand consumer needs and identify opportunities to expand its cereal portfolio. Based on the market research findings, Kellogg's launched Crunchy Nut Bites, a new variant designed to provide consumers with a novel flavor and texture while growing the Crunchy Nut brand.
Tanpreet ppt
Godrej group is planning to combine the resources of its two FMCG companies, GCPL and GHPL, to leverage operational synergies like cross-selling products and reducing costs. The company is also evaluating a legal merger between the two. Komli Media, a digital media network company, acquired a UK-based marketing firm to expand its network in the Asia Pacific region. This was Komli Media's second acquisition. Food inflation eased marginally to 16.24% due to improved supplies lowering prices. Tata Motors started direct sales of the Nano from showrooms in four states, after having increased its price by 3-4% in July.
McDonalds Corp strategy
Mark Farley prepared a case study on McDonald's existing objectives and strategies that included a SWOT analysis. The SWOT analysis identified McDonald's strengths as its strong global presence and brand recognition. Weaknesses included market saturation and lack of product innovation. Opportunities existed in international expansion and adapting menu items to trends in healthy eating. Threats included exposure to global economic changes, competitive pressures, and negative press related to obesity.
Recommended
Cadbury manages a crisis with integrated marketing communication
Cadbury faced a crisis when worms were found in some of its Dairy Milk chocolate bars in India, damaging sales and its reputation. It conducted an investigation that found the issue originated from poor storage at retail outlets. Cadbury launched an integrated marketing communication campaign including advertising with Amitabh Bachchan, public relations programs for trade, media and employees, and new double packaging. As a result of these coordinated efforts, Cadbury was able to regain consumer trust, with sales recovering and growing 20% the next year.
Cadbury India : A fight to worm rumour
Cadbury India : A fight to worm rumour, problem situational analysis, solution, result and conclusion
Kelogges case study answers
these documents refers to the case study on kelloggs about project stakeholders management by rafia bari
Edited jay marketing plan yollies.edited
The document provides a marketing plan for Kerry Foods to launch their new product "Yollies", a yogurt on a stick. The plan includes a situational analysis using PEST and Porter's 5 Forces models. Competitors like Westbury Dairies are identified. The plan sets SMART objectives to convince more supermarkets to carry Yollies, attract more consumers through advertising, and enhance market share. A SWOT analysis is conducted finding strengths in the product's innovation but weaknesses in low initial market share. The plan aims to integrate internal and external analyses to develop a strategic fit for Kerry Foods.
P&G Canada : Developing Scope Advertising copy
This document provides information about the Canadian mouthwash market and Scope brand's declining market share. It details Scope's competitors including Listerine, Plax, private label brands, and new entrant Colgate Total. It discusses Listerine's increasing marketing activities and Scope management no longer allowing new investment in the brand. The objective is to develop focus group questions to finalize Scope's brand positioning statements and lead to breakthrough advertising. Example questions probe consumer perception of benefits, brand perception, positioning statements, and ad effectiveness.
Kelloggs
Kellogg's conducted market research to develop a new product extension for its popular Crunchy Nut brand. Through qualitative and quantitative primary research, Kellogg's sought to understand consumer needs and identify opportunities to expand its cereal portfolio. Based on the market research findings, Kellogg's launched Crunchy Nut Bites, a new variant designed to provide consumers with a novel flavor and texture while growing the Crunchy Nut brand.
Tanpreet ppt
Godrej group is planning to combine the resources of its two FMCG companies, GCPL and GHPL, to leverage operational synergies like cross-selling products and reducing costs. The company is also evaluating a legal merger between the two. Komli Media, a digital media network company, acquired a UK-based marketing firm to expand its network in the Asia Pacific region. This was Komli Media's second acquisition. Food inflation eased marginally to 16.24% due to improved supplies lowering prices. Tata Motors started direct sales of the Nano from showrooms in four states, after having increased its price by 3-4% in July.
McDonalds Corp strategy
Mark Farley prepared a case study on McDonald's existing objectives and strategies that included a SWOT analysis. The SWOT analysis identified McDonald's strengths as its strong global presence and brand recognition. Weaknesses included market saturation and lack of product innovation. Opportunities existed in international expansion and adapting menu items to trends in healthy eating. Threats included exposure to global economic changes, competitive pressures, and negative press related to obesity.
Cadbury India : A fight to worm rumour
Cadbury India : A fight to worm rumour, problem situational analysis, solution, result and conclusion
Cadbury india
In October 2003, just before Diwali, customers in Mumbai complained about finding worms in Cadbury Dairy Milk chocolates. This led to a major controversy and a 30% drop in Cadbury's sales. However, Cadbury responded quickly by launching a PR campaign and revamping its packaging with Amitabh Bachchan's endorsement. This helped restore consumer confidence and their sales recovered by June 2004, showing how Cadbury effectively managed the crisis. Experts said Cadbury's long-standing brand equity with consumers gave it leeway, though it could have avoided the issue by changing packaging sooner.
cadbury
Cadbury is a global confectionery company with a vision of "Life Full Of Cadbury and Cadbury Full of Life". It participates in many consumer product categories beyond just chocolate, like snacks and gum. Cadbury started in the 1800s grinding cocoa by hand and now employs over 50,000 people worldwide. It has established itself as a leader in the chocolate market through quality products and innovative marketing campaigns in India and other key markets.
Cadbury case study
This document summarizes Cadbury's crisis management campaign in response to reports of infestation found in some of its chocolate bars in India. The campaign aimed to restore confidence among key stakeholders - consumers, trade partners, and employees. It implemented a two-phased communications strategy. Phase 1 involved media briefings, outreach, and ads to share Cadbury's perspective. Phase 2 launched new protective packaging with promotion from a celebrity ambassador. Results included the media widely accepting Cadbury's view, sales returning to pre-crisis levels within 8 weeks, and improved consumer perceptions of Cadbury's image, responsiveness, and purchase intentions.
Cadbury
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.
Critical situation managerial solution in an organization
Cadbury faced a crisis when worms were found in their Dairy Milk chocolates in India, leading to a 30% drop in sales. Cadbury responded by blaming improper storage and improving packaging. They launched a media campaign called Project VISHWAS and hired Amitabh Bachan as a brand ambassador to regain consumer trust. These efforts were successful, restoring sales levels within 8 weeks as media coverage helped communicate the solutions to the problem.
Critical situation in an organiation and managerial solution
Cadbury faced a critical situation when worms were found in their Dairy Milk chocolates in India, leading to a 30% drop in sales. To solve the crisis, Cadbury claimed the issue was due to improper storage by retailers. They launched Project Vishwas with packaging changes, monitoring programs, and hiring Amitabh Bachchan as a brand ambassador to restore consumer confidence. These efforts paid off as media coverage became positive and sales returned to pre-crisis levels within eight weeks due to restored consumer and trade trust in the Cadbury brand.
Critical situation in an organisation and managerial skills
In 2003, customers in India complained about finding worms in Cadbury Dairy Milk chocolates. This caused sales to drop significantly during the important festival season. Cadbury responded by improving packaging, increasing factory monitoring, and launching an educational PR campaign to rebuild trust. Within 8 weeks of these efforts, sales had returned to pre-crisis levels. Ultimately, Cadbury's comprehensive communications approach across multiple audiences helped them successfully manage the crisis and restore their brand reputation in India.
Critical situation in an organisation and managerial skills
In 2003, customers in India complained about finding worms in Cadbury Dairy Milk chocolates. This caused sales to drop significantly. Cadbury responded by taking responsibility, launching an educational PR campaign targeting retailers, and changing packaging to improve safety. Within 8 weeks of these actions and a new advertising campaign featuring Amitabh Bachchan, sales nearly returned to pre-crisis levels. Through consistent communications addressing concerns, Cadbury successfully managed the crisis and restored consumer confidence in the brand.
Presentation
Cadbury faced a critical problem when worms were found in some of its Dairy Milk chocolate bars manufactured in India. This led to a drop in sales of 30% as its reputation was damaged. To address the issue, Cadbury completely overhauled its packaging, investing heavily in new machinery to implement double packaging sealed with aluminum foil and plastic. It also launched an advertising campaign with Amitabh Bachchan to regain consumer trust. These efforts were successful, as Cadbury was able to recover its leading market share position in India and has not faced any product issues since.
E.Lara Rosales Marcoms Cadbury Assignment Apr08
Final assignment at LCC (Univeristy of the Arts London)
Analysis of the Cadbury Dairy Milk 2007 \'Gorilla\' campaign: to what extend can advertising creativity serve marketing ROI.
Cadbury's worm case
Cadbury faced crisis regarding contamination. and how Cadbury used 2 phase strategy to enhance the reputation and credibility.
Cadbury india
Cadbury began operations in India in 1948 and enjoys a 70% market share. In 2003, a worm controversy affected Cadbury's sales which declined 30%. Cadbury launched a two-phase strategy, addressing media to share its perspective and introducing new sealed packaging. It hired Amitabh Bachchan for advertising and regained pre-crisis sales levels within 8 weeks. The crisis cost Cadbury losses but also improvements to its quality processes.
Cadbury
Cadbury faced a crisis when worms were found in some bars of its flagship Dairy Milk chocolate in India. This led to plummeting sales, damaged credibility, and negative media coverage. Cadbury addressed the crisis through initiatives like Project Vishwas to improve retail practices and engaged Amitabh Bachchan for advertising to rebuild trust. Through transparent communication, emphasizing the issue was related to storage not manufacturing, and responsive actions, Cadbury was able to recover its reputation and sales volumes.
Cadbury product life cycle
This document provides an overview of the history and operations of Cadbury in India. It discusses Cadbury's introduction and growth in India from 1948, reaching maturity with line extensions in the 2000s. It describes the "Worm Controversy" crisis in 2003 when worms were found in two bars, hurting sales until restored through communication. Currently, Cadbury has the highest market share in India and generates $1 billion in annual revenue there through manufacturing plants, sales offices, and extensive distribution network.
Cadbury
- Cadbury is a British confectionery company founded in 1824 that was acquired by Kraft in 2010.
- Kraft recognized that future growth would need to come from emerging markets and acquiring Cadbury would allow them to reach these markets quickly.
- In January 2010, Cadbury shareholders accepted Kraft's offer to acquire the company, making Kraft the largest food conglomerate in the world.
Cadbury
- John Cadbury began selling tea, coffee, and drinking chocolate in 1824 in Birmingham, England, which he produced himself. Over time, he expanded into cocoa and chocolate production with his brother Benjamin under the company Cadbury Brothers.
- In 2008, worms were found in some Cadbury Dairy Milk chocolate bars in India, causing sales to plummet and damaging the company's credibility. Cadbury developed messages that the issue was due to storage problems and its chocolate was still safe to eat.
- Cadbury launched "Project Vishwas" involving quality control checks, engaged Amitabh Bachchan as a brand ambassador, and revamped packaging to restore consumer confidence and sales.
FIELD STUDY OF VARIOUS PRODUCTS.pptx
Coca-Cola is the leading global soft drink company that generates 80% of its profits outside the US. It has nearly universal brand recognition due to its iconic logo. Originally containing cocaine and caffeine, it has since removed the cocaine. Coca-Cola struggles with pesticide allegations in India and failed to swiftly address consumer concerns.
Cadbury Dairy Milk is the top-selling chocolate bar in the UK. After worms were found in the chocolate, Cadbury addressed the issue directly and invested in new packaging to restore consumer confidence.
Maggie noodles were India's top instant noodle before an 2015 excess lead scandal required a massive product removal. Nestle hopes to fully regain its 60% market share in India by
PROJECT REPORT ON CADBURY.pdf
Cadbury is a British confectionery company founded in 1824. In 2003, worms were found in some Cadbury Dairy Milk bars in India, hurting sales and reputation. To recover, Cadbury launched Project Vishwas, educating retailers on storage. It changed packaging, adding double wrapping. Cadbury hired Amitabh Bachchan for ads to regain consumer trust. These efforts helped sales and reputation recover over the following year.
Building the image of CADBURY: A case study By VISHAL
This document provides an overview of Cadbury's brand building strategies in India. Some key points:
- Cadbury holds a dominant market share of over 70% in the Indian chocolate market. Its flagship brand Cadbury Dairy Milk is the gold standard for chocolate in India.
- Cadbury uses communication strategies like consistent advertising campaigns and innovative extensions to build its brand image and differentiate its products.
- Market research shows Cadbury's brand awareness and consumption is much higher than competitors like Nestle. Factors like taste, quality and availability drive consumer purchase decisions.
- Cadbury positions Dairy Milk as an impulse purchase product associated with celebrations and festivals to build loyalty among consumers.
More Related Content
Similar to Critical situation in a organization and managerial solution
Cadbury India : A fight to worm rumour
Cadbury India : A fight to worm rumour, problem situational analysis, solution, result and conclusion
Cadbury india
In October 2003, just before Diwali, customers in Mumbai complained about finding worms in Cadbury Dairy Milk chocolates. This led to a major controversy and a 30% drop in Cadbury's sales. However, Cadbury responded quickly by launching a PR campaign and revamping its packaging with Amitabh Bachchan's endorsement. This helped restore consumer confidence and their sales recovered by June 2004, showing how Cadbury effectively managed the crisis. Experts said Cadbury's long-standing brand equity with consumers gave it leeway, though it could have avoided the issue by changing packaging sooner.
cadbury
Cadbury is a global confectionery company with a vision of "Life Full Of Cadbury and Cadbury Full of Life". It participates in many consumer product categories beyond just chocolate, like snacks and gum. Cadbury started in the 1800s grinding cocoa by hand and now employs over 50,000 people worldwide. It has established itself as a leader in the chocolate market through quality products and innovative marketing campaigns in India and other key markets.
Cadbury case study
This document summarizes Cadbury's crisis management campaign in response to reports of infestation found in some of its chocolate bars in India. The campaign aimed to restore confidence among key stakeholders - consumers, trade partners, and employees. It implemented a two-phased communications strategy. Phase 1 involved media briefings, outreach, and ads to share Cadbury's perspective. Phase 2 launched new protective packaging with promotion from a celebrity ambassador. Results included the media widely accepting Cadbury's view, sales returning to pre-crisis levels within 8 weeks, and improved consumer perceptions of Cadbury's image, responsiveness, and purchase intentions.
Cadbury
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.
Critical situation managerial solution in an organization
Cadbury faced a crisis when worms were found in their Dairy Milk chocolates in India, leading to a 30% drop in sales. Cadbury responded by blaming improper storage and improving packaging. They launched a media campaign called Project VISHWAS and hired Amitabh Bachan as a brand ambassador to regain consumer trust. These efforts were successful, restoring sales levels within 8 weeks as media coverage helped communicate the solutions to the problem.
Critical situation in an organiation and managerial solution
Cadbury faced a critical situation when worms were found in their Dairy Milk chocolates in India, leading to a 30% drop in sales. To solve the crisis, Cadbury claimed the issue was due to improper storage by retailers. They launched Project Vishwas with packaging changes, monitoring programs, and hiring Amitabh Bachchan as a brand ambassador to restore consumer confidence. These efforts paid off as media coverage became positive and sales returned to pre-crisis levels within eight weeks due to restored consumer and trade trust in the Cadbury brand.
Critical situation in an organisation and managerial skills
In 2003, customers in India complained about finding worms in Cadbury Dairy Milk chocolates. This caused sales to drop significantly during the important festival season. Cadbury responded by improving packaging, increasing factory monitoring, and launching an educational PR campaign to rebuild trust. Within 8 weeks of these efforts, sales had returned to pre-crisis levels. Ultimately, Cadbury's comprehensive communications approach across multiple audiences helped them successfully manage the crisis and restore their brand reputation in India.
Critical situation in an organisation and managerial skills
In 2003, customers in India complained about finding worms in Cadbury Dairy Milk chocolates. This caused sales to drop significantly. Cadbury responded by taking responsibility, launching an educational PR campaign targeting retailers, and changing packaging to improve safety. Within 8 weeks of these actions and a new advertising campaign featuring Amitabh Bachchan, sales nearly returned to pre-crisis levels. Through consistent communications addressing concerns, Cadbury successfully managed the crisis and restored consumer confidence in the brand.
Presentation
Cadbury faced a critical problem when worms were found in some of its Dairy Milk chocolate bars manufactured in India. This led to a drop in sales of 30% as its reputation was damaged. To address the issue, Cadbury completely overhauled its packaging, investing heavily in new machinery to implement double packaging sealed with aluminum foil and plastic. It also launched an advertising campaign with Amitabh Bachchan to regain consumer trust. These efforts were successful, as Cadbury was able to recover its leading market share position in India and has not faced any product issues since.
E.Lara Rosales Marcoms Cadbury Assignment Apr08
Final assignment at LCC (Univeristy of the Arts London)
Analysis of the Cadbury Dairy Milk 2007 \'Gorilla\' campaign: to what extend can advertising creativity serve marketing ROI.
Cadbury's worm case
Cadbury faced crisis regarding contamination. and how Cadbury used 2 phase strategy to enhance the reputation and credibility.
Cadbury india
Cadbury began operations in India in 1948 and enjoys a 70% market share. In 2003, a worm controversy affected Cadbury's sales which declined 30%. Cadbury launched a two-phase strategy, addressing media to share its perspective and introducing new sealed packaging. It hired Amitabh Bachchan for advertising and regained pre-crisis sales levels within 8 weeks. The crisis cost Cadbury losses but also improvements to its quality processes.
Cadbury
Cadbury faced a crisis when worms were found in some bars of its flagship Dairy Milk chocolate in India. This led to plummeting sales, damaged credibility, and negative media coverage. Cadbury addressed the crisis through initiatives like Project Vishwas to improve retail practices and engaged Amitabh Bachchan for advertising to rebuild trust. Through transparent communication, emphasizing the issue was related to storage not manufacturing, and responsive actions, Cadbury was able to recover its reputation and sales volumes.
Cadbury product life cycle
This document provides an overview of the history and operations of Cadbury in India. It discusses Cadbury's introduction and growth in India from 1948, reaching maturity with line extensions in the 2000s. It describes the "Worm Controversy" crisis in 2003 when worms were found in two bars, hurting sales until restored through communication. Currently, Cadbury has the highest market share in India and generates $1 billion in annual revenue there through manufacturing plants, sales offices, and extensive distribution network.
Cadbury
- Cadbury is a British confectionery company founded in 1824 that was acquired by Kraft in 2010.
- Kraft recognized that future growth would need to come from emerging markets and acquiring Cadbury would allow them to reach these markets quickly.
- In January 2010, Cadbury shareholders accepted Kraft's offer to acquire the company, making Kraft the largest food conglomerate in the world.
Cadbury
- John Cadbury began selling tea, coffee, and drinking chocolate in 1824 in Birmingham, England, which he produced himself. Over time, he expanded into cocoa and chocolate production with his brother Benjamin under the company Cadbury Brothers.
- In 2008, worms were found in some Cadbury Dairy Milk chocolate bars in India, causing sales to plummet and damaging the company's credibility. Cadbury developed messages that the issue was due to storage problems and its chocolate was still safe to eat.
- Cadbury launched "Project Vishwas" involving quality control checks, engaged Amitabh Bachchan as a brand ambassador, and revamped packaging to restore consumer confidence and sales.
FIELD STUDY OF VARIOUS PRODUCTS.pptx
Coca-Cola is the leading global soft drink company that generates 80% of its profits outside the US. It has nearly universal brand recognition due to its iconic logo. Originally containing cocaine and caffeine, it has since removed the cocaine. Coca-Cola struggles with pesticide allegations in India and failed to swiftly address consumer concerns.
Cadbury Dairy Milk is the top-selling chocolate bar in the UK. After worms were found in the chocolate, Cadbury addressed the issue directly and invested in new packaging to restore consumer confidence.
Maggie noodles were India's top instant noodle before an 2015 excess lead scandal required a massive product removal. Nestle hopes to fully regain its 60% market share in India by
PROJECT REPORT ON CADBURY.pdf
Cadbury is a British confectionery company founded in 1824. In 2003, worms were found in some Cadbury Dairy Milk bars in India, hurting sales and reputation. To recover, Cadbury launched Project Vishwas, educating retailers on storage. It changed packaging, adding double wrapping. Cadbury hired Amitabh Bachchan for ads to regain consumer trust. These efforts helped sales and reputation recover over the following year.
Building the image of CADBURY: A case study By VISHAL
This document provides an overview of Cadbury's brand building strategies in India. Some key points:
- Cadbury holds a dominant market share of over 70% in the Indian chocolate market. Its flagship brand Cadbury Dairy Milk is the gold standard for chocolate in India.
- Cadbury uses communication strategies like consistent advertising campaigns and innovative extensions to build its brand image and differentiate its products.
- Market research shows Cadbury's brand awareness and consumption is much higher than competitors like Nestle. Factors like taste, quality and availability drive consumer purchase decisions.
- Cadbury positions Dairy Milk as an impulse purchase product associated with celebrations and festivals to build loyalty among consumers.
Similar to Critical situation in a organization and managerial solution (20)
Critical situation managerial solution in an organization
Critical situation managerial solution in an organization
Critical situation in an organiation and managerial solution
Critical situation in an organiation and managerial solution
Critical situation in an organisation and managerial skills
Critical situation in an organisation and managerial skills
Critical situation in an organisation and managerial skills
Critical situation in an organisation and managerial skills
Building the image of CADBURY: A case study By VISHAL
Building the image of CADBURY: A case study By VISHAL
Critical situation in a organization and managerial solution
- 1. Critical situation in an Organization and its managerial solutions NAME : JAGATH KIRAN REGISTER NUMBER : RA1952001020115 SUBJECT : MANAGERIAL SKILLS COURSE : MBA SECTION : B
- 2. Topic Worms in cadbury There was a crisis at in Cadbury that “ Worms ” were found Dairy Milk which hit the spotlights vigorously as children were the main consumers of Dairy Milk
- 3. ABOUT THE COMPANY Cadbury THE COMPANY , formerly British Cadbury's multinational and Cadbury Schweppes confectionery by Mondelez International Mars . (originally second largest confectionery brand in the world after , is a company wholly owned Kraft Foods ) since 2010. It is the Cadbury is internationally headquartered in Uxbridge west London, and operates in more than 50 countries worldwide.
- 4. Crisis month before Diwali, the Food and Drug Administration Commissioner received complaints about infestation in two bars of Cadbury Dairy Milk Over the following 3week period, resultant adverse media coverage touched close to 1000 clips in print and 120 on TV news channels. Sales volumes came down drastically in the first 10 weeks, which was the festival season; retailer stocking and display dropped, employee morale was shaken. especially that of the sales team
- 5. Challenge To restore confidence in the key stakeholders and employees, particularly the sales team , consumers, trade and build back credibility for the corporate brand through the same channels (the media) that had questioned it.
- 6. Strategy In media, the key message that infestation was a storage problem, not manufacturing relatedlinked , found widespread acceptance. Across the board, media carried Cadbury’s point view on the issue. Sales volumes climbed back to almost to pre-- crisis levels eight weeks after the launch of new packaging There was significant upward movement in ratings amongst consumers on parameters like company’s image, responsiveness of company and behavioral parameters like intention to buy Cadbury chocolates.
- 7. Current situation Cadbury situation is the undisputed market leader and has a market share of 68% and Nestle being its immediate competition has a market share of 22%. Cadbury based products is 35% with 30% India's market share in cocoa Dairy milk solely accounting for 30%
- 8. End