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

10.  Thank you