Presented by

Muhammad Hassan
Alishba Khatri
Maria Iqbal
Junaid Muneer
Tilal Hasan
GLOBAL OVERVIEW OF THE
COMPANY
 Global Introduction
• Cadbury Schweppes is the largest confectionery company in
the world, employing more than 70,000 employees
• Nearly 200 years old and operates in over 60 countries

• Around 35,000 direct and indirect suppliers worldwide

• Makes and sells three kinds of confectionery: chocolate,
gum and candy.
• Kraft Foods have recently acquired Cadbury in worth about
$19 billion.
 Global Introduction
• Global Reach
– Approximately $50 billion in revenues
– 25%+ of global revenue from emerging markets
– #1 in global confectionery
– #1 in global biscuits
– More than 50% of global revenue from snacks
and confectionery

• Brand Portfolio
– 11 brands with more than $1 billion in revenue
– 70+ brands with more than $100 million in revenue
– 40+ brands over 100 years old
– 80% revenue from #1 share positions
 Product Timeline
1865 – Cadbury Cocoa Essence
1875 – Cadbury Easter Eggs
1897 – Cadbury Milk Chocolate
1905 – Cadbury Dairy Milk
1908 – Cadbury Bournville Chocolate
1915 – Cadbury Milk Tray
1920 – Cadbury Flake
1923 – Cadbury Crème Eggs
1929 – Cadbury Crunchie
1938 – Cadbury Roses
1948 – Cadbury Fudge
1968 – Cadbury Picnic
1960 – Cadbury Buttons
1970 – Cadbury Curly Wurly
1983 – Cadbury Wispa
1985 – Cadbury Boost
1987 – Cadbury Twirl
1992 – Cadbury Timeout
1996 – Cadbury Fuse
2001 – Cadbury Brunchbar, Dream & SnowFlake
COMPANY’S PRESCENCE IN
PAKISTAN
 Presence of Cadbury in Pakistan
• Cadbury’s head office is in Karachi

• Cadbury’s is the only foreign confectionary brand that

has production facility in Pakistan at HUB
• Cadbury’s enjoys remarkable confectionary brand
presence in Pakistan at all types of potential outlets
• The Company has started Door-to-Door Selling (DDS)
through branded tricycles
• Distribution in all major cities of Pakistan.
 Brands & Pricing
S.No. Brands Retail Price(Rs.) / Bar
1 US$=84PKR

1 Single Rs.1/-

2 Rs.5/- Rs.10/-
Rs.25/- and above

3 Rs.5/-

4 Rs.10/-

5 Rs.205/-
CASE OVERVIEW
• UK best known companies

• Formed in 1969

• Public limited company

• Awarded in Dec 2004 as “Britain’s

Most Admired Company
Best loved Brands
Importance of Stake holders
• Increased employees moral results in raised
productivity and improved efficiency

• Positioned organization as a good employer

• Increased product quality leads increase sales

• Highly positioned product

• Cooperative business partners for stake holders

Stake holder Interest in the company How to engage Stakeholders
grouping
•Sustainable, healthy dividend payments •Attend Annual General meeting to ask questions
Shareowners •Rising share price •Discuss company’s performance
•Vote on certain issues
•Products providing quality, taste and value •Daily basis consumer enquiries
Consumers •Require favorite brands as well as exciting •Market research
new products •Surveys
•Market research panels

Customers •Good partnership which meets their own •Ongoing discussions

needs for appealing products generates • Partnership
increased sales and profits for their
business
• Appreciates supplier inputs
Suppliers & •Providing business on terms which makes •Partnership approach to satisfy their needs
them successful. •Ensuring requirements for quality materials
business
operating in a socially responsible
partners
•Standards for potential suppliers
•Offering good terms conditions of •Encourages direct, two-way involvement and
employment communication Individual and team meetings
Employees Surveys
• Healthy and safe working environment
•Opportunities for personal and professional •Internal newsletters, group website and many local
development websites

•Assisting and supporting communities
•Respecting the environment
•Trading ethically
Society
•Respecting human rights
•Regards itself as a citizen in the operating countries
•Regular dialogue with national governments and
international bodies
COMPANY’S CURRENT SITUATION
W.R.T CASE TOPIC
• On February 2 2010, Cadbury
became part of Kraft Foods •Creating Sustainable Difference in
World
• World 2nd largest food
company • Making a Delicious Difference in
Communities
• Code of conduct includes a set
of employee policies • Listening to Consumers; Creating
More Better-for-You Choices
• Suppliers have their own
standards of conduct align with
KF
EXPLAIN THE ROLE OF PUBLIC RELATION
IN ENGAGING STAKE HOLDERS
 Role of Public Relations in
Engaging Stakeholders

• Involve stake holders in the planning process

• Assemble a stakeholders advisory board
• Hold open forums or open houses
• Giving presentations at public meetings
• Performing community surveys
• Invite stakeholders to contact you
• Developing Stake holders accountability board
 DISCUSS NEGATIVE PUBLICITY AND ITS
EFFECTS ON STAKEHOLDERS. GIVE FEW
EXAMPLES.
 Role of Public Relations in
Engaging Stakeholders
• Negative Publicity is the unfavorable publicity
that a firm may incur due to a particular reason

• It may lead to potentially disastrous

consequences.

• It results in the firm’s reputation among its

customers and competitors being badly
tarnished.
Causes of Negative Publicity
• Disillusioned (ex) employee

• Angry customers

• Misleading interpretations of blogs/forum

posts/interview excerpts

• Mischief mongers spreading unsubstantiated

rumors.
 Effects of Negative Publicity
on Stake Holders
• Business does not flourish under negative
publicity

• Firms may have to call back all their products

• Shares of the firm may take a frightening dip

• All of the above may even lead to the firm

having to shell out millions as compensation,
and the venture might even go bust
 Examples of Negative
Publicity
• Seizure of Cadbury's Dairy Milk
chocolates from all over
Maharashtra after worms were
found in two of them in Mumbai.
• Seizure of the company's stocks
• Cadbury India's sales fell following
the discovery.
• Since the festival season was on it
resulted in further decrease of
sales to 300 tonnes which was
previously 1000tonnes
Examples of Negative
Publicity
• The controversy of Lays
Chips in Pakistan resulted in
the decrease of sales of Lays
chips

• The company then have to

contact different Ullemas
who gave fatwa related to
Halal and Haram issue
Examples of Negative
Publicity
• Norway's Telenor unexpected
involvement in the ongoing controversy
over the "Islamic Cartoons“.
• Their Pakistan subsidiary was attacked in
protest over the publication of the
cartoons.
• The company was forced to close down
its offices in Karachi and significantly step
up security at their Islamabad head office.
• The company also withdrew advertising
hoardings to prevent them being
damaged.
 DISCUSS CADBURY ATTEMPT’S TO
BALANCE DIFFERENT STAKEHOLDER
VIEWS
 Balancing Stakeholders
• Shareowners

• Ultimate interest for a shareholder is to increase dividend

per share

• DividendInformation[1].pdf
 Consumers
• Consumers are at the heart of the business.

The Marketing Code of Practice ensures that Cadbury

continue to meet its responsibilities to its consumers.

1. Accurate and truthful

  
2. Attentive to local sensitivities
 
3. Supporting sensible consumption and balanced life
style
 
4. Protecting children
 Customers
• They talk to their customers - the people who sell their
products to the people who consume them - to better
understand consumer trends.

Suppliers & Business Partners

Cadbury Cocoa Partnership
This ground-breaking partnership aims
to secure the economic, social and
environmental sustainability of around a million cocoa
farmers and their communities in Ghana, India,
Indonesia and the Caribbean. 
 Employees

• Cadbury’s success relies on its people. Cadbury has a

strong heritage in the way it respects its people and its
social responsibilities.

• Learning and development

• Equal Employment Opportunities and Diversity

• Remuneration and Reward

• Health & Safety

 Society
• Growing value in the community is part of Cadbury’s
heritage and integral to achieving its core purpose of
working together to create brands people love.

• • Contribute 1% pre-tax profit for Community

Investment year-on-year
• • Encourage at least 25% of employees to volunteer
in the community
• • Encourage the inclusion of community objectives
in the development of
• people, brands and reputation
• • Build on partnerships to help address social,
economic and environmental
• concerns
WHAT IS CORPORATE RESPONSIBILITY
 Corporate responsibility
1. Also known as CSR, CC, RB, SRB, CSP
2. A form of corporate self-regulation integrated into a
business model.
3. Business would embrace responsibility for the impact of
its activities on the environment, consumers, employees,
communities, stakeholders and all other members of the
public sphere

Cadbury’s Approach to CSR

“Our Approach to Human Rights reinforces the key areas
where our business activities impact on human rights
and how we address this through our CSR and wider
business agenda”
 Facts related to CSR
2008 2007 2006 2005 2004
Cash 507,391 679,744 110,822 194,414 491,572
supports
Gifts in Kind 65,881 69,386 119,522 243,430 167,463
Employee 482,243 412,585 442,977 348,025 347,622
time
Management 169,894 127,235 159,905 153,391 131,000
Costs
Total Euro1,22 Euro1,288, Euro Euro Euro
Community 4,409 951 833,226 939,260 1,137,657
Investment
• Ghana teacher training
Colleges & schools

• Communities library
& free newspaper
PAKISTANI PARALLEL
 PAKISTANI PARALLEL
• Pakistani Parallel should be:
 Engages shareowners
 Understand consumer behavior
 Has satisfied customers
 Involves business partners
 Encourages employees
 Holds responsibility towards society
PAKISTANI PARALLEL

Engro EXIMP
 PAKISTANI PARALLEL
Engages shareowners
– Share owners are issued quarterly reports and are a vital part of annual general
meetings.
– Major share holders are its employee, IFC , Dawood group & general public.

Understand consumer behavior

– Engro has time again proven the importance of market research.
– With diversified product line from Chemicals to FMCGs the need to understand
consumer and the changing trends is critical to its business .

Has satisfied customers

– Engro supports its customer and works in partnership with them.
– It strengthens this relationship through customer development and by helping
them in their own growth .
 PAKISTANI PARALLEL
Involves business partners
– Engro relies heavily on its business partners which include distributors and
consultants.
– This partnership creates a bond, encouraging both parties and leading them to
achieve goals collectively.

Encourages Employees
– Engro regards its employee as its biggest asset and supports an open culture.
– It adheres to the core values of Ethics and safety as its principle guidelines of
business operation.

Social Responsibility
– Communities are supported through various projects which are aimed in
improving their lifestyle and helps in playing their part in the betterment of the
country.
– 1% of its profit is reserved for social development programmes.
CONCLUSION & LEARNINGS FROM THE
CASE
 Engaging stakeholders in a
business leads to……..

• Ensure long term success

• Win Win situation

• Sustain goodwill & co-operation

• Competitive and successful