On October 2003, just a month before Diwali, the Food and Drug Administration Commissioner received complaints about the infestation in two bars of Cadbury Dairy Milk, Cadbury India’s flagship brand with over 70% market share. He ordered an inquiry and went directly to the media with a statement. For the first time, Cadbury’s advertising went off the air for a month and a half after Diwali, following the controversy. Consumers seemed to ignore their chocolate cravings.
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The presentation tries to cover the repositioning strategies adopted by Cadbury Dairy Milk since the 1990s to keep reinventing their image in the minds of the customers.
On October 2003, just a month before Diwali, the Food and Drug Administration Commissioner received complaints about the infestation in two bars of Cadbury Dairy Milk, Cadbury India’s flagship brand with over 70% market share. He ordered an inquiry and went directly to the media with a statement. For the first time, Cadbury’s advertising went off the air for a month and a half after Diwali, following the controversy. Consumers seemed to ignore their chocolate cravings.
Marketing : Repositioning Strategies of Cadbury Dairy MilkRohan Bharaj
The presentation tries to cover the repositioning strategies adopted by Cadbury Dairy Milk since the 1990s to keep reinventing their image in the minds of the customers.
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
Detailed crisis description with step by step communication strategies by Cadbury, their responses, campaigns and the government's reaction to the crisis along with my evaluations and suggestions.
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Cadbury is a very popular brand in India and globally as well. Even after completion of for more than 100 years, the brand is in the hearts of many people & it also leaves a significant mark amidst all the competition. This report is focused on the product analysis of Cadbury products and their marketing strategies.
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
Detailed crisis description with step by step communication strategies by Cadbury, their responses, campaigns and the government's reaction to the crisis along with my evaluations and suggestions.
A Product analysis of Cadbury Dairy Milk Tanushree
Cadbury is a very popular brand in India and globally as well. Even after completion of for more than 100 years, the brand is in the hearts of many people & it also leaves a significant mark amidst all the competition. This report is focused on the product analysis of Cadbury products and their marketing strategies.
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1. Cadbury India : A fight to worm rumour
By:
Mustahid Ali
MBA-3
ROLL NO: 1334
2. ABOUT COMPANY
In 1824, John Cadbury began selling tea, coffee, and
drinking chocolate which he produced himself at Bull Street
in Birmingham, England.
He later moved into the production of a variety of cocoa
and drinking chocolates, made in a factory in Bridge Street
.
John Cadbury became a partner with his brother Benjamin
and the company they formed was called ‘Cadbury Brothers of
Birmingham’.
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.
10. PROBLEM CONT……………
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
11. 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
12. 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.
Problems faced by Cadbury
13.
14.
15. To Restore confidence in the key stakeholders.
Build back credibility.
Make customer believe about safety.
To increase the sales.
Challenges
16. 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
17. 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 by Cadbury to achieve the objectives
18. 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 reestablished 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.
19. 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 & How to be Done?
20. Internal Actions
Implementation of 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
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
21. A plan involving distribution and retail channels to ensure
the quality of products.
Quality control managers and 300 sales staff checked over
50,000 retail outlets in Maharashtra and replaced all
questionable stocks.
Built awareness among retailers on storage requirements for
chocolates.
Provided assistance in improving and strengthening
packaging of company’s range of products.
Project VISHWAS
22. 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.
AB played a pivotal role in all communication relating
to Cadbury's products and brands.
Aimed at rational and emotional appeal
Why Big B?
23.
24. 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:-
25. 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 off-
set 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