About Cadbury The history of Cadbury as manufacturers of chocolate products in Birmingham dates back to the early part of the

19th century, when John Cadbury opened a shop in the centre of the city, trading as a coffee and tea dealer. Soon a new sideline was introduced - cocoa and drinking chocolate, which he prepared himself using a mortar and pestle. The founding of the Cadbury business dates back to 1831 when John Cadbury first made cocoa products on a factory scale in an old malt house in Crooked Lane, Birmingham. In 1847 the business moved to larger premises in Bridge Street, which had its own private canal spur linking the factory via the Birmingham Navigation Canal to the major ports of Britain. Business continued at the Bridge Street site for 32 years and by 1878 the workforce had expanded to 200, so more space was needed. This heralded the move to Bournville and the building of what is now one of the largest chocolate factories in the world. John Cadbury retired in 1861 handing over the business to his eldest sons Richard and George. It is to their leadership that the success of the enterprise is owed as the company prospered. The origin of the group goes back over two centuries. Some of the most loved international brands are from the stable of Cadbury Schweppes – Cadbury Dairy Milk, Dr Pepper, Flake, Trebor Basset, Snapple, Motts and with the acquisition of Adams, brands like - Halls, Clorets, Trident, Dentyne and Bubbas bubble gum range will now be part of the Group’s portfolio. 55,000 people populate the humming offices of Cadbury Schweppes across the globe. Cadbury Schweppes is the No.1 confectionery and third largest soft drinks company in the world. They manufacture, market and distribute branded chocolates, confectionery and beverages that bring smiles to millions of consumers across 180 countries. The Core purpose of Cadbury Schweppes is “Working better together to create brands people love” They are respectful of the social and natural environment in which they operate; supportive of our consumers, customers and colleagues; proud of our heritage, and passionate about success. This passion for success led to the company expanding its business overseas and thus bridging the flavor of chocolate to people and tickling their taste buds. Cadbury’s expanded their business to many countries like Australia, America, Canada, India etc. When Cadbury Dairy Milk chocolate was first introduced in the early 1900s it made an immediate impact quickly becoming the market leader. The success story has continued. It is still the top selling chocolate brand in the country and the Cadbury Mega Brand's broad family of products today has an international retail value approaching US$1billion. As an international brand Cadbury Dairy Milk carries the same distinctive image all over the world. Wherever you buy a bar of Cadbury Dairy Milk the pack design will be exactly the same, only the language will be different. The famous slogan "glass and a half of full cream milk in every half pound" with the picture of milk pouring into the chocolate bar, is one of the all-time greats of British advertising.

ABOUT CADBURY INDIA LTD. Cadbury India began its operations as a trading concern in 1947. Cadbury in the Indian sub continent defined the first taste of chocolate. The company today employs nearly 2000 people across India. With brands like Dairy Milk, Gems, 5 Star, Bournvita, Perk, Celebrations, Bytes, Chocki, Delite and Temptations, there is a Cadbury offering to suit all occasions and moods. They bring the sweetest of smiles to millions of consumers through their dearly loved brands distributed through 5.5 lakhs outlets. Cadbury India's four factories in India churn out close to 8,000 tonnes of chocolate and the company sells a million bars every day.(locations of factories.) BRAND BUILDING OF CADBURY DAIRY MILK The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948. The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk. The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for 'something sweet' after meals. Cadbury Dairy Milk has exciting products on offer Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one with the "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & uninhibited expression of happiness. This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards. In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments. More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement / success. The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a tie-up with Reliance India Mobile service and allowed students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk. The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards. OTHER BRANDS OF CADBURY 1. CHOCOLATES 5-star. Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk, Cadbury 5 Star moves from strength to strength every year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience. PERK A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new offering; Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts of teenagers. Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the category. CELEBRATIONS Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry- fruits during festive seasons. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours. HALLS

The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet. TEMPTATIONS ECLAIRS . Dussera puja. Rakhi. It is also a major success as a corporate gifting brand.Cadbury Celebrations has become a popular brand on occasions such as Diwali.

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promotion & distribution. Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development.'Tommy' and 'Villain'. packaging. Cadbury Bournvita was launched during the same year. Throughout it's history. The new commercials. where we take a pot-shot at other snacks. by saying `Har snack namkeen nahi hota'. talk about breaking the stereotype. 1948 as a private limited company under the name of Cadbury-Fry (India). The proposition we have arrived at is "Snacking ka meetha funda".Cadbury Bites Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged snack market. BEVERAGES Bournvita Cadbury was incorporated in India on July 19th. The product is all about breaking a cliché and teenagers identify with breaking stereotypes. 3. . Cadbury Bournvita has continuously reinvented itself in terms of product. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years.

4. CANDY GEMS 2. SNACKS .

GUMS . the Hall brothers invented its Mentho-Lyptus formula. using a combination of menthol and eucalyptus. 5. The cough drops were introduced into the US during the mid-1950s. and the first national television campaign was aired in the US & the results were a resounding success. Warner-Lambert recognised the potential of the product and acquired Halls in 1964.Halls accounts for 50% of international cough drop sales and is the leading sugar confectionery brand in the world. and began producing cough drops. In 1930’s. In 1971. Warner Lambert began selling Halls under the Adams family.

Bubbaloo is an innovative soft bubblegum with a centre filled liquid.Bubbaloo Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum category with the launch of Bubbaloo Bubblegum.the cat”. Bubaloo is currently available in two yummy flavorsStrawberry and Mixed Fruit. the international mascot for the brand Bubbaloo . It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth instantly.a successful bubblegum brand from its international portfolio. The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by “Bubba.

CADBURY CELEBRATION .

DIFFERENT PRODUCTS OF CADBURY .

Available in attractive packs. the Collection caters to a premium gifting consumer and is an ideal festive gift. Come Diwali and the gifting options for consumers just got better with the launch of Cadbury Celebrations Rich Dry Fruit Collection a range of premium chocolate gift boxes. .NEW PRODUCT LAUNCHES Cadbury launches Rich Dry Fruit Collection for gifting this festive season. It is a unique combination of the best Cadbury chocolate and premium dry fruits.

. The Rich Dry Fruit Collection comes in four different formats. Cadbury Celebrations aims to be the preferred gifting choice among family and friends this season. This launch will augment the existing Diwali offerings from Cadbury such as the Celebration packs with collection of assorted chocolates.This combination will be available in select outlets in select cities across India for the first time. Each of these is a mix of select premium dry fruits enrobed in rich Cadbury Dairy Milk chocolate.

CDM Desserts offer the perfect rounding off taste. especially with the consumers whose current choice of sweets range from home made delicacies to fruits to meethai.Cadbury's Creative Launch A new after dinner' segment Cadbury India Limited. brings the magic of Cadbury Dairy Milk (CDM) Desserts . after meal that adds special Meetha’ moments to the family. in exotic & traditional flavors of Tiramisu and Kalakand.with rich indulgent crème center. . The rich tastes of CDM combined with the unique crème center in exotic flavors provide a special chocolate experience. CDM Desserts add delight to the after-meal moments.experience. in its endeavor to continuously provide a chocolate.

with the idea “Khaane Ke baad Kuch Meetha Ho Jaye”. .Hence CDM Desserts positions itself as the perfect after meal.

Finally it is easier for a corporation to acquire land from a community if the . In lectures and articles published one is apt to gain the impression that public relations concern industry and commerce only. inventions and their potential utilization. and creates confidence. and thus level out personnel fluctuation without reducing the desired working mobility. or it issues at regular intervals company reports which provide a deeper insight into the structure of the corporation than the public can otherwise obtain. In such an instance it can only be said that one tends to overlook the fact that public relations. and with. activities used to influence the press to print stories that promote a favorable image of a company and its products or services. the passive part of which consists in answering queries. The relations activity is becoming increasingly necessary for the procurement of economically essential production factors. to create an atmosphere of confidence by an active information policy. for. It can also help them to find new personnel when necessary. The promotion of a person. clearly formulated and readily understandable. Any activities or events that help promote a favorable relationship between a company and its customers and prospects. and is also in conformity with the daily practice of living and experiencing. Communication with various sectors of the public to influence their attitudes and opinions in the interest of promoting a person. and the need of the communicator or organization to inform or establish contact. This is what we call Public Relations. SCOPE OF PUBLIC RELATIONS There has been misconceived opinion about the scope or field of public relations activities. to inform the public and exert influence towards the inside as a form of corporate and social counter-control to establish direct or in direct connections with the public. thus winning and maintaining goodwill among the general public. the mutuality and understanding is based on interaction between consideration for public opinion. company. It provides information on Planning technical and organizational developments. From all these facts. product. which is just one of the methods used in communicating the image. to fulfil a kind of interpreter's function towards the public and to control communicative reaction. Confidence is cultivated by bringing the aim of the organization into harmony with the public interest. communications. has entered all sectors of public life. Pictures may be used to assist in this. It makes it easier for corporations to tap the money-market or to finance their projects by issuing bonds or shares. or product. idea. and that it how has a virtually unlimited field of application. The desired effect can only be achieved if the information or message is true and verifiable. Understanding is created by providing insight into. particularly in this decade. Activity. and reporting on all essential matters. public body etc. the public' is : To act and not to react. The acts of communicating what you are to the public. company. The following examples demonstrate the wide field of public relations activities in industry and commerce. or idea. This is when public relations activity steps in. In our market economy there are information gaps which cannot be filled by the interaction of supply and demand via prices. not excluding religion. costs or wages. or press coverage that is designed to enhance the prestige or goodwill of a company. which builds up understanding. THE NEED FOR PUBLIC RELATIONS 'Why Public Relations?' is well explained with the help of the following paragraphs: What we require is a fair means of information which eliminates existing or awakened suspicions.Definitions of PUBLIC RELATIONS:The business of generating goodwill toward an individual. Going by the definition of public relations. cause. This is not to be confused with publicity. it is clear what the purpose of this' Activity in.

Today the public relations profession has entered even in to the fields of hospitality. Public relations activity may support marketing. because it helps the Corporation to overcome a difficult situation. institutes. The principles of reciprocity underlying public relations is for the corporation an incentive to improve performance. In its various forms it may contribute decisively to successful frictionless business activity. tourism.corporation cultivates public relations and endeavors to bring its own interests in harmony with those of the community. . in education and to a variety of others.

Cadbury sells almost 1. the PR department should be independent. In that year. finance. especially during crisis advertising doesn‟t work but only PR works. personnel. the sales during festival season dropped by 30 per cent. it inched up to 71 per cent. The "worms controversy" came at the worst time. whose chocolates had ridden into controversy late last year during the festival season because worms were discovered in some stocks of its Dairy Milk chocolates is probably hoping the association with Bachchan will help consumers forget the bad press the company got on account of the discovery. magazines. CDM sales volumes declined from 68 per cent in October’03 to 64 per cent in January 2004 Clearly. where you are sharing skills of planning. Eid & Christmas. In May. And at times. Often. ROLE OF THE PUBLIC RELATIONS PR concerns the total communications of your total organization/group of organizations. The state Food and Drug Administration has ordered seizure of Cadbury's Dairy Milk chocolates from all over Maharashtra after worms were found in two of them in Mumbai. however. servicing others like production. Therefore. Cadbury India. PR if used properly can have an impact 10 times higher than Advertising. It is not a part time job for a Marketing Services Manager. the PR Head should be part of the top management team . the worm controversy took a toll on Cadbury's bottom-line. marketing. but at the same time allowing the competitors to establish their foothold and taking maximum advantage of Cadbury’s misfortune. PUBLIC RELATIONS FORM AN INDISPENSABLE PART OF ANY ORGANISTION. creative and media buying teams with an out-sourced agency.4 per cent in January 2004. television.000 tonnes of chocolates during Diwali.6 crore (Rs 456 million) as compared with a 21 per cent increase in the previous year. And even the government got into the act with the central health ministry asking for a report on the controversy. The Food and Drug Administration had then seized the company's stocks and the Cadbury India management had explained it was bad storage practices by retailers and distributors that had led to the worms. corporate agendas. public relations are conducted through the media that is. The company saw its value share melt from 73 per cent in October 2003 to 69. and the adverse publicity received in several countries. The controversy. The next few months were the peak season of Diwali. PR calls for a very intimate understanding of the total inner workings of your organisation at all levels . If it is to work and serve the larger objective. Cadbury India's sales fell following the discovery. He also needs to share everyone's confidences. The controversy created an deep adverse impact on the company with their sales not only drastically dipping down. .reporting directly to the CEO.workers to Board levels. several months back. It is unlike advertising. newspapers. Public relations activities include helping the public to understand the company and its products.EFFECTS OF THE CONTROVERSY ON CADBURY The discovery of worms in some samples of Cadbury’s Chocolate in early October 2003 created one of the biggest controversies in India against a Multi National reputed for being a benchmark of QUALITY. It requires the integration of knowledge and communications. set back its plan of outsourcing model which would have resulted in significant revenue generation. etc. For the year ended December 2003. its net profit fell 37 per cent to Rs 45. Public relations include ongoing activities to ensure the company has a strong public image.

But through the efforts and a good PR team Cadbury’s managed to wriggle itself out of the controversy with a clean chit. After being struck with the Worm Controversy it was not possible to create a very good impact on consumers who trusted the company the most. STEPS TAKEN TO SOLVE THE CONTROVERSY .PR RESCUES CADBURY The PR department of Cadbury’s played a very effective role in managing the reputation and keeping up the goodwill of the company.

.000 retailers across the country. It accepted that there was a problem. went to media offices around the country meeting reporters." says a Mumbai-based brand consultant. "Unlike the cola companies which were caught in a controversy just a month earlier and displayed an ostrich-like attitude. That last November Bharat Puri. Cadbury's mild-mannered MD. Cadbury went into overdrive to tell consumers that improper storage of what is essentially a perishable commodity might lead to worm infestation.50. As a result Cadbury improved the packaging and paid more attention to the way its chocolates were stored by nearly 6. answering mostly hostile queries and patiently explaining the company's stand on the issue. NOT DENYING THE FACT It helped that the Maharashtra Food and Drug Administration had given a clean chit to the company's two plants in the state. and made a commitment to the consumer that it would plug all possible safety loopholes.1. Cadbury did not go into denial mode. which may not have been of its own making.

along with around 300 sales staff. Even our festival packs come with a tamper-proof outer sealing and improved packaging inside. checked over 50. TAKING PRECAUTIONS 'Project Vishwas' . provide assistance in improving storage conditions and strengthen packaging of the company's range of products. These helped stockists display and sell the products "safely and hygienically". The company's team of quality control managers. The Vishwas programme was intended to build awareness among retailers on storage requirements for chocolates. 1. had the bar wrapped in aluminium foil and enclosed in a polyflow pack. Cadbury India Ltd unveiled 'Project Vishwas'. "What you see now is the most over-engineered packaging for a Dairy Milk chocolate anywhere in the world. The new double packaging even for the smallest offering.000 retailers in key states were covered under this awareness programme. which was heat-sealed and then wrapped in the branded outer package.000 retail outlets in Maharashtra and replaced all questionable stocks with immediate effect. The larger Cadbury Dairy Milk packs came in poly-coated aluminium foil. a plan involving distribution and retail channels to ensure the quality of its products. Both these initiatives are country specific and Cadbury invested nearly Rs 25 crore (Rs 250 million) this year on new machinery for the improved packaging. The company also carried out quality checks at its facilities as well as its carrying and forwarding warehouses and distributor warehouses and found products free of infestation. the 13 gm Rs 5 Cadbury Dairy Milk." explains Purohit.90. which was sealed on all sides.2. . Cadbury reduced the number of chocolates in its bulk packets to 22 bars from the present 60 bars.“Steps to ensure quality & regain the confidence” Following the controversy over infestation in its chocolates.

. . "Aaj kal mein badi chain ki neend so raha hoon." Walking into the Cadbury factory. Finally giving his personal assurance and approval he says. attending consumer grievances on a personal. With the help of its Public Relations Dept.. In India." The other ad featured Bachhan and his granddaughter to emphasize that the product was absolutely safe for children.. AB played a pivotal role in all communication relating to Cadbury's products and brands. Cadbury's value share melted from 73 per cent in to 69. The company believed that the reputation he has built up over the last three decades complements their own.. The company posted a high double digit sales growth in that year end.. Consumer confidence in the product was back and there was a steady progression in sales. "Aur mujhe apni international technology. uss kaam ko karne se usse sab kuch mil sakta hai. nothing can be sweeter than regaining back the Consumer Confidence. "Mujhe aapse kuch kehna hai. Cadbury has the largest market share anywhere in the world and has been the fastest growing FMCG Company in the those last three years with a compound annual growth rate of 12..CADBURYS SINGING SWEETLY AGAIN Cadbury’s reiterated that all through the 55 years of leadership in India. Cadbury stepped up it’s advertising spend significantly that year to nearly Rs 40 crore (Rs 400 million)." All is well that ends well. Mr. be it in print. Thanks to quick action taken to recover the damage done by the worm controversy like Operaion Vishwas. massive advertising with Mr. that it has remained synonymous with chocolates and have remained committed to high quality and consumer satisfaction. it created a campaign which aimed for both rational and emotional appeal.. man ki shaanti nahin mil sakti. which was built over a period of 50 years. One of the ads showed Bachhan visiting a Cadbury plant.packaging dikhayi. Isliye jab Cadbury walon ne mujhe kaha ki unki baat main aap tak pahunchaoon. ki kya iske baad main chain ki neend so paoonga ya nahin. ..5 per cent. Cadbury has a 70 per cent market share in chocolates and Dairy Milk chocolate has 30 per cent market share.4 per cent. the company's managing director Bharat Puri has been quoted as saying in media reports. apne kade quality controls aur double protection.... he takes a look at their complete manufacturing process and continues.29 billion) in 2003.Maine unse ek sawaal poocha. to pachpan saalon se Cadbury khaane wala main bhi thoda sa hitchkichaya. Addressing his audience. Cadbury appointed Amitabh Bachchan as its brand ambassador for a period of two years. on television or the great outdoors. It helped restore consumers' faith in the quality of the product. despite competitors like Nestle and Amul. The Big B FACTOR The big factor that has pushed up CDM sales is the Amitabh Bachchan campaign. inspecting the systems and processes and finally consuming a bar of chocolate to be convinced that there's nothing wrong with the brand. And for Cadbury‟s India. BENEFITS OF A GOOD PR CAMPAIGN . Cadbury's Indian operations are not just the largest in Asia but also the cheapest. The company bounced back soon after the campaign hit the screens. to jawaab mein voh mujhe apni factory le gaye.. GAINING BACK TRUST The Big B promoted the Big C in the chocolate business Cadbury in India." "Ab aapki favourite Cadbury Dairy Milk naye purity seal pack mein. Between October 2003 and January 2004.3. The survey conducted by the company says that consumers have long forgotten the controversy and are back to their merry chocolate-chomping ways. adopting new packaging. The recovery began in May 2004 when Cadbury's value share went up to 71 per cent. Indian cine superstar Amitabh Bachchan has signed on to become the brand ambassador of the chocolate major for two years. With a turnover of Rs 729 crore (Rs 7." Saying which he takes a bite of the chocolate. and advertising agency O&M. Bachchan says. level cool headedness & down to earth attitude resulted in Cadbury‟s regained its market share. Amitabh Bachchan as their brand ambassador and company's managing director Bharat Puri‟ PR skills in terms of handling of the media and press... jis kaam mein manushya ki antar aatma uske saath na ho.. Sales were back to the pre-controversy levels. In early January that year.

Market research is the gathering. during the launch period. recording and analysing of information about markets and their probable reaction to product. Market research is critical for successful NPD and marketing mix planning. Background to Cadbury Snaps One of the growing occasions in recent times has been ‘in-home evening entertaining’. so a company must carry out extensive market research to ensure a product has the best chance of appealing to the market. and outside the normal forms of contact like in-store. and it was aired for eight weeks. people are looking for a product that is in a format that is easy to share and contains enough pieces in the pack for everyone. Cadbury Ireland knew that in-store sampling was vital for a successful launch of Snaps. There are approximately 40 curves in each pack. As products progress. Sampling: From experience. MSVC and Superquinn. Once a product is developed. sampling and PR. For example having a group of friends over in the evening to watch a DVD or having a ‘girls night in’ have become more popular. as watching TV in the evenings is one of the key occasions for consuming Snaps. The Launch Campaign For a new product like Cadbury Snaps. available in a variety of flavours. PR is invaluable for awareness building of an least expecting it. Advertising: A TV ad campaign was devised illustrating one of the important consumption occasions (watching TV in the evening). One of the most underestimated areas of the marketing mix. Cadbury approached this mainly in three ways: advertising. This was . Cadbury also advertised Snaps on the TV listings pages of the major national weekend newspapers. Public Relations: intended usage occasion. the company is making an increasing commitment in terms of resources. With so many pieces in each pack and with Snaps available in a variety of flavours. the more expensive it becomes. For these types of occasions. To reinforce the positioning of this product as an in-home snacking product for sharing.However. A major sampling and couponing campaign was devised whereby three-day sampling events were carried out across 100 major stores in Dunnes. Snaps are an ideal chocolate sharing product. only few products make it through to the end of the process. the main objective of thelaunch campaign was to build awareness of the new brand. NEW PRODUCT LAUNCH CADBURY SNAPS Market Research There are many great ideas – many of them generated by chance. the company did surpirisingly well in the succeeding year. This advertisement reached 85% of the market and was seen by every adult in the target audience at least seven times. New Product Development (NPD) is a process which carries a great deal of risk over 40% of all new product introductions fail at launch! For NPDto be effective. price. TV etc. Cadbury takes innovation very seriously and it is a major part of Cadbury’s strategy for success. despite the bitter moments of the that year. New Product Development Cadbury Snaps are individual chocolate curves. New Product Development The development of successful new products is one of the ways in which companies can achieve competitive advantage. Tesco.The further a product goes through this process. companies have to nurture an innovative corporate culture so that everyone in the organisation is encouraged to be innovative in their work.So. PR can reach consumers when they are. the launch marketing costs are significant. People are spending more time at home entertaining informally. distribution and promotion decisions. particularly in the evening time.

For such radical innovation the early stage is not always easy as it takes time to inform consumers and build awareness of the new product.then repeated 8-10 weeks later in major stores tocoincide with the addition of Cadbury Snaps Mint to the range. However initial success and continued on-shelf presence suggest that Cadbury Snaps are here to stay! . Conclusion The introduction of Cadbury Snaps is an example of quite radical innovation.

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