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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%
STATUS OF 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
WORM CONTROVERSY HIT
CADBURY IN OCTOBER 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)
Cadbury’s journey
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=_u3xm2z
G4_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

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Cadbury’s journey

  • 1. CADBURY’S JOURNEY Disha, Sanika, Rachaita, Latika, Aayush
  • 2. 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%
  • 3. STATUS OF 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
  • 4. WORM CONTROVERSY HIT CADBURY IN OCTOBER 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%
  • 5. BUSINESS PROBLEM SOLUTION: PHASE 1 STRATEGY  The Cadbury’s Managing Director addressed the consumer concerns (on next slide)  Project Vishwas (Trust)
  • 7. 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.
  • 8. 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=_u3xm2z G4_g
  • 9.  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