Cadbury- Dairy Milk

A Case Study

Brief Intro ‡ Cadbury is a confectionery company owned by Kraft Foods and is the industry's secondlargest globally after Mars. Incorporated. . the company operates in more than 50 countries worldwide. Headquartered in Uxbridge. London. United Kingdom.

Crisis Management ‡ It was during October 2003. ‡ It was a shock both to the people and to the company who was controlling 70% of the market share of Chocolates at that time. that the news of worm infested Cadbury incident came into light. ‡ Worms were found in Cadbury bars in 8 outlets in Maharashtra. .

‡ A retail monitoring & education program was launched that performed quality checks at over 50.90.000 outlets and educated 1. consumers. . ‡ Project VISHWAS was launched that addressed trade.000 wholesalers & retailers regarding storage requirement. ‡ Cadbury s MD urged the media to assure the consumers that Cadbury was safe to eat.Actions taken by Cadbury ‡ Cadbury took the responsibility in educating retailers. media & employees.

IMC & Media Connection ‡ They ve brought in crisis management experts from big hitting PR firm Burson-Marsteller. . ‡ An Informative Advertisement was published nationally to inform & educate the masses. ‡ Cadbury roped in Amitabh Bachchan as their Brand Ambassador to reinstate public confidence. ‡ Brand Strength was built by setting up toll free number & e-mail Id for people to contact the company directly. ‡ Brand Identity was created by changing the packaging design.

Packaging initiatives. ‡ Types of advertising. ‡ Posters & Brochures.Press release.IMC tools used ‡ Publicity. Media coverage. ‡ Sales Promotion. . Advertising with Brand Ambassador. Informative & Consumer.Retail.

‡ Sales grew by 20% in 2 years after adopting those measures. Cadbury managed a sweet recovery from the crisis.Results of adopting IMC measures ‡ Transparency was created in the mind of consumers & retailers. ‡ Thus. .

Thank You Jubin john Kartik Sinha Chetan Naidu Ashish Shiromani .

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