Presentation
- 1. CRITICAL SITUATION IN AN ORGANISATION AND ITS MANAGERIAL SOLUTION PRESENTED BY MUKESHKUMAR M RA1952001020037 MBA I YEAR “A”
- 3. INTRODUCTION Cadbury is a brand which almost everyone knows. Even after completion of more than 100 years, the brand is into hearts of many people & it also leaves a significant mark amidst all the competition. Cadbury stands tall in food product sector. Cadbury is World’s leader in Chocolates and it also one of the topmost FMCG brands in india. 19th july 1948 cadbury was incorporated In india. Cadbury has a share of over 67% In the market, Which is the highest cadbury brand share globally. Cadbury was performing very well since Incorportion in india.
- 4. PROBLEM FACED BY CADBURY When this worms were found in some of the diary milk bars, Maharashtra food and drugs Administration responded quickly to this case and it seized the stock of chocolate bars which were manufactured in Cadbury’s pune plant. Cadbury in defense issued a statement where it mentioned that problem of worms was not at the manufacturing stage but the problem arose due to poor storage facility by the retailers. FDA denied the statement made by Cadbury. FDA Commissioner Uttam Khobragade came up with a statement saying “It was presumed that worms got into it at the storage level, but then what about the packing – packaging was not proper or airtight, either ways it’s a manufacturing defect with unhygienic conditions or improper packaging.” Then there were many allegations and counter allegations between Cadbury and FDA. Due to this event reputation of Cadbury was hampered. Cadbury sales went down by 30% which they had expected to increase by 15% due to negative publicity.
- 6. CHANGING IN PACKAGING January 2004, the company launched a new double packaging that was able to wrap even the smallest 13 gm chocolate in an aluminum foil, heat- sealed for complete protection from all sides and further encased in a poly flow pack. The over-engineered pack, the first of its kind in India, cost a lot to a company, but fulfilled the company’s promise to consumers and media. By investing up to Rs 15 crore (Rs 150 million) on imported machinery, Cadbury’s revamped the packaging of Dairy Milk. The metallic poly-flow was costlier by 10-15 per cent, but Cadbury didn’t hike the pack price. The new packaging was launched in a media conference. In a conference comparison kits were distributed. These kits were useful in comparing old packs and new packs. A video with packaging and factory shots for television coverage was also launched.
- 8. AD CAMPAIGN Just after changing packaging Cadbury roped in Amitabh Bachchan as a brand ambassador. From the month January to March 2004, Cadbury came up with a strong Ad campaign which helped them to get back the consumer confidence. During this period Advertising expenses went up by 15% but it really helped Cadbury to get back its reputation.
- 9. CURRENT SITUATION After that Incident Cadbury now takes great care of all the products they have. Cadbury is currently leading the market in chocolates segment. Market share of the Cadbury Dairy Milk is around 35% in India. Cadbury has not faced any controversy related to products after that incident.
- 10. CONCLUSION Brand penetratin became so extensive that people started belIeiving that nonone needs a reason to eat a Diary Milk. Diary milk encapsulates An enourmous breadth of emotions from shared value of Family Togetherness,Livelinesd,Reliability and fun to personal values of individual enjoyment and indulgence which is also it’s brand personality.
- 11. THANK YOU