Cadbury Case Study

Cadbury Crisis Management B. CAMPAIGN SUMMARY On October 3, the Food and Drug Administration Commissioner certain complaints about infestation in two bars of Cadbury Dairy Milk, Cadbury Indias flagship brand with oer 70% market share. He logical an enquiry and went directly to the media with a statement. Over the following 3-week period, end point adverse media coverage touched close to 1000 clips in issue and 120 on TV news channels. In India, where Cadbury is identical with chocolate, the telephoners reputation and credibleness was under blood-and-guts scrutiny. Sales volumes came down drastically in the first 10 weeks, which was the feast season; retailer stocking and display dropped, employee morale - especially that of the gross revenue team - was shaken. The challenge was to restore confidence in the pick out stakeholders (consumers, trade and employees, particularly the sales team) and build venture credibility for the corporate brand through the same channels (the media) that had questioned it. A focused and intense communications program was implemented over the next six months to rebuild credibility and restore confidence among the pick up stakeholders. The results: - In media, the key message that infestation was a storage-linked problem, non manufacturing related, found widespread acceptance.

Across the board, media carried Cadburys point-of-view on the issue. - Sales volumes climbed back to almost to pre-crisis levels eight weeks after the launch of new publicity â€" a concrete step taken by the company to minimize the incidence of infestation. This reflected consumer confidence in the brand and the company. - in that location was significant upward movement in ratings amongst consumers on parameters resembling companys image, responsiveness of company and behavioral parameters like heading to buy Cadbury chocolates. The last two helped to restore faith in the corporate brand among the trade and employees. C. MARKETING CHALLENGE AND OBJECTIVES On October 3, the Food... If you want to get a full essay, order it on our website: Ordercustompaper.com

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