CadburyWorm & Halal Case Study
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This document summarizes Cadbury's business operations, products, target customers, and crisis management strategies. Cadbury mainly produces chocolate in various forms and targets different customer segments like breaks, impulse purchases, take-home items, and gifts. When crises occurred in India over worm-infested chocolate and in Malaysia over non-halal certification, Cadbury responded through media engagement, packaging changes, and transparency measures like factory tours to rebuild trust. The company utilizes integrated marketing communication strategies across online and offline channels to consistently update stakeholders.
CadburyWorm & Halal Case Study
- 3. Type of Organization O Mainly focus in product a. Chocolate in bar b. Chocolate in bags, boxes and tins c. Chocolate in drinks
- 4. Target Clients/ Customers OBreak segment- product which are normally consumed as a snack break and often with tea or coffee
- 5. OImpulse segment- products are most often purchased on impulse, for eating there
- 6. OTake home segment- products that are normally purchased in supermarkets, taken home and consumed at a later stage
- 7. OGift segment- boxes of chocolates and other products purchased for gift occasions
- 8. Main activity of Cadbury company Cadbury is a confectionary producing company but mostly focus on manufacturing of chocolate and related product.
- 10. OThere are three kinds of confectionary: 1. Chocolate (55%) 2. Gum (14%) 3. Candy (31%)
- 11. Others activity of Cadbury company 1. Package the product and provide delivery service. 2. Set up a CSR website DearCadbury.com. 3. Bournville site had opened to the public for visit. 4. Set up many entertainments for young kid and tour visit with details board explanation for adult.
- 12. The Worm Infested Cadbury Bar in India
- 17. Crisis Management Plan O IMC ( Integrate Marketing Communication) Upgrading the profile of the company in long run Make use of the strength of every kind of media channel to insert message.
- 18. Elements O Stand alone or embedded O Ensure the capacity to create a microsite as soon the crisis happen O Social media to leverage the microsite O Updates consistently O Evaluation
- 23. Plans and method of Communication Cadbury’s worm-infested candy bars (India, 2003) Phase 1: Presenting Cadbury’s view (October-December 2003) - set up a media desk immediate to ensure that media query being answer. - launched ‘Project Vishwas (Trust)’:
- 24. For Trade monitoring on quality checks regarding storage requirements. press ad regarding 'Facts about Cadbury' informing about Cadbury India’s manufacturing and storage and remedial measures. a toll-free number and an email id to contact the company directly. For Media set up media desk to updates and answered every media query. Editorial Outreach program For Employees updated employees on the proactive actions being taken by Cadbury India to manage media.
- 25. Phase 2: Packaging change (January- March 2004) -Significant new packaging: ‘reduce dependency on storage conditions as much as possible’. -Audio-visual from the brand ambassador Bachchan was shown in string of sales conferences to reinforce the credibility. -Video news release with packaging shots and factory shots called ‘Sincerity’.
- 26. Non-halal Cadbury Chocolates (Malaysia, 2014) -Recalling the relevant products. -Cadbury Malaysia has issued apologetically sounding statements in their post on its Facebook page, stating the company will do anything to investigate the incident. -Publish press statement: “Cadbury is confident our chocolates are halal” striving to save the trust form the consumer.
- 27. -Created a microsite (http://www.cadbury.com.my/#home) that enveloped their normal website relaying their definitive position: Cadbury chocolate made and sold in Malaysia is certified Halal. -Opened its doors to invite a panel of religious leaders and scholars to their manufacturing plant. -A series of campaign strategy: slogan media and publicity plans: free samples, official news release, etc.