CADBURY’S JOURNEY

Disha, Sanika, Rachaita, Latika, Aayush

BEGINNING

Began in 1948 by importing chocolates in India

Chocolate Market share of over 70% in India by 2004 Sales

15 - 35

Upto 15

35 and above

17%

81%22%

STATU S O F CADBURY IN INDIA BY 2002

http://www.youtube.com/watch?v=CMmCkJBUnKs 

• The Brand Name ‘Cadbury’ is synonymous with Indian Chocolate Brands

• Cadbury distributed variants of chocolate products such as:- Chocolate- Confectionary- Milk Food Drinks- Candy and Gum Category

WO RM CON TR OVERSY HIT CAD BURY IN O CTO BER 2003-

Fungus layers found on portions of its chocolates

Food and Drug Administration (FDA) began seizure of Cadbury as a chocolate from all outlets across India

Cadbury Sales dropped by 30 percent at a time when it sees a festive spike of 15%

BUSINESS PROBLEM SOLUTION:

PHASE 1 STRATEGY

The Cadbury’s Managing Director addressed the consumer concerns (on next slide)

Project Vishwas (Trust)

BUSINESS PROBLEM SOLUTION:

PHASE 2 STRATEGY

http://www.youtube.com/watch?v=uWcWUaEaHjA

Packaging change and Communication (Jan – March 2004)

Advertisements:

New Bran Ambassador to reinforce the credibility of Cadbury as a Brand Name – Mr. Amitabh Bachchan, as his Brand Name represents Values and to be a Role Model to many Indians.

POST - CONTROVERSY

Cadbury used Amitabh Bachchan as the new face of their Brand

They reached out to all audiences:

http://www.youtube.com/watch?v=_u3xm2zG4_g

Cadbury also tried to portray to be more of a “Tradition” as Cadbury has been in the Indian Chocolate Market for over 50 years now.

Showing Cadbury’s existence in people’s celebrations since generations

http://www.youtube.com/watch?v=yl4-mxTV98Y

Thank you