Published on June 19, 2013
CADBURY’S JOURNEYDisha, Sanika, Rachaita, Latika, Aayush
BEGINNING Began in 1948 by importing chocolates in India Chocolate Market share of over 70% in India by 2004Sales15 - 35Upto 1535 and above17%81%22%
STATUS OF CADBURY ININDIA BY 2002http://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
WORM CONTROVERSY HITCADBURY IN OCTOBER 2003-Fungus layers found on portions of its chocolatesFood and Drug Administration (FDA) began seizure of Cadbury as a chocolatefrom all outlets across IndiaCadbury Sales dropped by 30 percent at a time when it sees a festive spike of15%
BUSINESS PROBLEM SOLUTION:PHASE 1 STRATEGY The Cadbury’s Managing Director addressed the consumerconcerns (on next slide) Project Vishwas (Trust)
BUSINESS PROBLEM SOLUTION:PHASE 2 STRATEGYhttp://www.youtube.com/watch?v=uWcWUaEaHjAPackaging change and Communication (Jan – March 2004)Advertisements:New Bran Ambassador to reinforce the credibility of Cadbury as a BrandName –Mr. Amitabh Bachchan, as his Brand Name represents Values and to be aRole 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 Cadburyhas been in the Indian Chocolate Market for over 50 years now. Showing Cadbury’s existence in people’s celebrations since generationshttp://www.youtube.com/watch?v=yl4-mxTV98Y
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