Presentation

on
CADBURY
Guided by
Mr. prince vohra Presented by:
Gurvinder kaur
Mandeep kaur
Promila
CADBURY
 INTRODUCTION
• Cadbury India is a fully owned subsidy of Kraft Foods Inc. The
combination of Kraft Foods and Cadbury creates a global
powerhouse in snacks, confectionery and quick meals.
With annual revenues of approximately $50 billion, the
combined company is the world's second largest food
company, making delicious products for billions of consumers in
more than 160 countries. We employ approximately 140,000
people and have operations in more than 70 countries.
 CADBURY MET WITH CRISIS

Cadbury india ltd, the market leader in

indian confectionary segment
Encountered the worst ever crisis in its 56
yrs of operation in india in october 2003.
 Contd……
• In Maharashtra worms were
found in some bars of
cadbury dairy milk.
• Cadbury’s bread and butter
brand selling 1 million bars a
day.
• An icon of chocolate in india
• Media covered led people to
believe that every bar could
be contaminated.
• All in india credibility suffered extensive
damage
 After investigation

• Entire supply chain was investigated and

there was problem at distribution end.
• But cadbury take responsibility for a slack
in educating retailer on storage and
hygiene.
 What company did?
• Company began its multi-pronged
campaign on key print, broadcast, and
electronic media to regain its lost
credibility and almost reestablish the
category.
 Project

Project
vishwas

Employees were
Retail monitoring Media explained the
Briefed about action
And education Company’s
Taken through
programme Point
meeting with senior
Of view
Managers.
 In january 2004
• Launched new double packaging that was
purity sealed.
 Brand ambassador
• Amitabh bachchan
• As cadbury needed to reassociate with the
brand.