Cadbury’s journey
-
Upload
disha-chaudhry -
Category
Business
-
view
1.355 -
download
0
Transcript of Cadbury’s journey
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