CADBURY MANAGES A CRISIS WITH INTEGRATED MARKETING COMMUNICATION

Anit Anthony- 210 Florita Athaide- 21053 Jacob Kiran Sudhakaran- 21055 Kallol Saha- 21057

THE PROBLEM
October 2003- worms found in Cadbury Dairy Milk bars in eight outlets Inquiry by FDA and negative media coverage followed This led to extensive damage to the companys credibility Dairy Milk is Cadburys bread & butter brand The problem was found to be at the distribution end and not of Cadburys own making But Cadbury took responsibility for the slack in not educating retailers on storage and hygiene

THE SOLUTION: INTEGRATED MARKETING

Multi-pronged campaign on print, broadcast and electronic media Project Vishwas- a three-pronged programme addressing trade, consumers, media & employees Retail Media Employees

RETAIL
Quality checks at over 50,000 retail outlets was done Education of over 190,000 wholesalers and retailers regarding storage requirements was conducted Facts about Cadbury Posters and leaflets were distributed to retailers to give to customers A response cell with a toll free number and email id was set up

MEDIA AND EMPLOYEES

A media desk was set up to answer media queries The MD urged media to convey that Cadbury was safe and that consumers should exercise same care in purchasing chocolate as other food Packaging changes were promised within two months Outreach program- MD and key spokespersons had one-on-one sessions with 31 media editors Employees were also briefed about actions taken

CADBURYS PROMISE
January 2004: Double Packaging Brand ambassador: Amitabh Bachchan=integrity= Cadbury Sales not only recovered but grew by 20% in2005

HOW DID IT WORK?

Integrated marketing: Press releases and conferences Consumer advertising Trade advertising Point-of-purchase communications Packaging initiatives E-mail communications

ROLE OF INTEGRATED MARKETING COMMUNICATION

Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. IMC helped to reach the target consumers. Helped to educate retailers on storage and hygiene. Cadbury have used the various communication tools like advertising , press ads ,posters and leaflets

ROLE OF INTEGRATED MARKETING COMMUNICATION

Through IMC they promised to implement packaging changes to ensure against poor storage. Helped to assure consumers that Cadbury was safe to eat. Cadbury also roped in Amitabh Bachchan as its brand ambassador who was reputed for his integrity ,qualities that cadbury needed to reassociate with the brand.

OBJECTIVES OF THE CAMPAIGN

To regain its credibility and reestablish the category. To promise that Infestation could never occur at the manufacturing stage. To make the consumers aware that the problem was storage linked , this without alienating trade channels. To assure consumers that Cadbury Dairy Milk continued to be safe for consumption

TOOLS USED IN THE CAMPAIGN AND THEIR INDIVIDUAL OBJECTIVE

 PROJECT VISHWAS: Launched a Project that addressed the retail, consumers, media and employees. Retail : Monitoring - Quality check, over 50,000 retail outlets Education programme - 190,000 wholesalers and retailers regarding storage Consumers : Posters and leaflets - Distributed to retailers, encouraging them to share with consumers. Toll-free number and email id- To contact the company directly. Media: Press ad - Facts about CADBURY published nationally in 55 trade publications informing channel about remedial measures being taken by the company. Media desk - To answer media query. Outreach program - MD and Key spokesperson had one-on-one sessions with 31 media editor.

 Employees - They were briefed about actions taken through meetings with
senior managers and email updates from the MD.

 Packaging Initiatives : In Jan 2004, the company launched a new

double packaging with aluminum foil and further encased with polyflow pack which is heat sealed.

 Brand Ambassador: Amitabh Bachchan, hugely popular celebrity and

reputed for his integrity, quality.

 E-mail communication: With consumers and employees.

 Consumers Advertising: Comparison of old and new packs and video
of factory shots for television coverage. Another ad which emphasized the safety of the product for children.

 Trade advertising: A message from the ambassador, to reinstate

confidence among sales people and to motivate them.

TOOLS THAT PLAYED THE BIGGEST PART AND INTEGRATION WITH OTHER TOOLS
Tools played the biggest part: Brand Ambassador. Integration: Packaging Initiatives Consumers Advertising Trade advertising Media

BESIDES COMMUNICATION, OTHER INITIATIVES TAKEN TO MITIGATE CRISIS

Retail monitoring and education programme for wholesalers and retailers. Packaging initiatives- heat sealed for complete storage. Comparison Kit for comparison of old and new pack.  Packaging changes to ensure against poor storage. Roped Amitabh Bachchan as its brand ambassador.

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