PRESENTED BY: NIKITA AGRAWAL-05 NOHID FELFELI-21 PRAYUKTA KORADIA-30 NIDHI MAHESHWARI-32 NAFISA NAGI-38 BHOOMI RAJANI-46 HIBA

SAYED-49

HISTORY OF CADBURY

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. Cadbury is currently the world's No.1 confectionery and biscuit company. It is also the worlds second-largest food company with sales in approximately 160 countries and employ approximately 140,000 people. With an incredible brand portfolio, they contrive to make a delicious difference, today and everyday. Heritage: We have come a long way since J.L Kraft started selling cheese from a horse drawn wagon in 1903. Hard work, imagination and commitment to bring the world its favorite foods has helped us grow into a company that touches more than a billion people in 160 countries. Everyda y,One at a time. Some fast facts on the combined company: 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

In 1969 Cadbury merged with Schweppes to form Cadbury Schweppes. Schweppes was a well-known British brand that manufactured carbonated mineral water and soft drinks. The merged companies would go on to acquire Sunkist, Canada Dry, Typhoo Tea and more. Schweppes Beverages was created, and the manufacture of Cadbury confectionery brands was licensed to Hershey. Today Cadbury Schweppes is the largest confectionery company in the world, employing more than 70,000 employees. In 2006 the company had over $15 billion in overall sales. In March of 2007, Cadbury Scheweppes announced that it intends to separate its confectionery and beverage businesses. With almost 200 years in the business, Cadbury Schweppes will continue to prosper in the coming decades.

Cadbury 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 Crme 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

Interesting Facts about Cadbury Cadbury was the first company to include pictures instead of printed text on chocolate boxes. George Cadbury didnt want to take mothers away from their children, so he developed a company rule that women had to leave work when they got married. Each married woman was given a bible and a carnation as wedding gifts. In 1886 Cadbury became one of the first firms to have dining rooms with kitchens and food for sale. A miniature metal animal (elephant, penguin, owl, fox, duck, squirrel, rabbit or turtle) was given away with specially designed cocoa tins in 1934. In the same year, Cadbury's tokens, which came with packs of cocoa, could be redeemed for lamps, kettles and saucepans. So many children joined Cadburys Cococub Club that it had 300,000 members in 1936. Cadburys World Visitor Center opened in 1990, welcoming 400,000 visitors in its first year. Cadbury launched a Get Active program in 2003, helping 10,000 teachers get in shape.

CADBURY INDIA In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai Their core purpose "make today delicious" captures the spirit of what they are trying to achieve as a business. We make delicious foods you can feel good about. Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts into creating foods that are wholesome and delicious. Currently, Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands in India are Cadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Their billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. We recently entered the gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide. Today, as a combined company with an unmatched portfolio in confectionery, snacking and quick meals, they are poised in their leap towards quantum growth. They are the world's No.1 Confectionery Company and they will continue to make today delicious!

VISION: Cadbury India has defined its Vision as "Life Full Of Cadbury and Cadbury Full of Life". Our core purpose "Make Today Delicious" captures the spirit of what we are trying to achieve as a business.

MISSION STATEMENT: Cadbury India will participate in many spaces of consumer life through a cache of product offerings - be it chocolates or snacks or gum.

We believe that work and fun can co-exist beautifully. Therefore at Cadbury India, it's all about work hard, play harder! Therefore, we strongly believe that the people who create these products should also have fun while doing so. We make market and sell unique brands, which give or bring pleasure to millions of consumers around the world everyday. We are an international company, proud of our long heritage, respectful of the social and natural environment in which we operate, supportive of our consumers, customers and colleagues, and above all, we are passionate about success. This success has been built upon understanding the needs of our consumers, customers and other stakeholders and by operating to a clearly defined set of values. But around us the world changes. The obligations of business to society have broadened. Yet, at the same time we want to ensure the continuation of our own heritage. We will make delicious foods you can feel good about. Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts into creating foods that are wholesome and delicious.

GOALS & OBJECTIVES: Build a High-Performing Organization. Reframe Our Categories Exploit Our Sales Capabilities Drive Down Costs Without Compromising Quality

ONE STEP ABOVE- THE SOCIETAL LEVEL: Cadbury has always recognized that they do not operate in isolation but have responsibilities to their employees and the society in which they operate. Cadbury is well known for its pioneering work in the 19th century, providing housing, education, welfare, and recreation facilities for the local community.

Purple Goes Green The Cadbury Purple Goes Green initiative launched in July 2007 sets a vision for the company to tackle climate change. They intend to shrink their global environmental footprint by cutting energy use, reducing excess packaging and managing our water use.

 Bangalore factory has constructed a check dam to store the rainwater which is also a stopover location for some of the migratory birds! Cadbury has worked with the Kerala Agriculture University to undertake cocoa research and released hybrids that improve the cocoa yield. Thanks to the efforts of the Baddi factory team over 50 children of migrant workers living in and around Cadbury Baddi factory will now have daily access to non-formal education. Cadbury has set up a non-formal school as part of their commitment to create inclusive and healthy communities. Cadbury recently tied-up with Bharti-Wal-Mart to support the infrastructure of a government school for underprivileged children in Gurgaon. Cadbury India has partnered with Vatsalya Foundation, an NGO working with underprivileged street children in Mumbai. Vatsalya's motto is to give the child a supportive environment to live and study in and gain skills so that they become contributing members of society.

SWOT ANALYSIS

Strengths 1.Cadbury is the market leader with 72% market share in organized chocolate market. 2. Very strong brand equity in India. 3. Due to its 54 years presence in India has deep penetration 2100 distributors; 450,000 retailers, 60 mid urban (22%) customers. 4. Three sectors; Chocs (70% share), Confec (4%), food drinks (14% - leader in brown segment). 5. Low cost of production due to economies of scale. That means higher profits. Better market penetration. 6. Second best manufacturing location throughout Cadbury Schweppes. 7. Advantage that it is totally focused on chocolate, candy, chewing gum, unique understanding of consumer in these segments. 8. Successfully grown through its acquisition strategy. Weaknesses 1. The company is dependent on the confectionery and beverage market, whereas other competitors e.g. Nestle have a more diverse product portfolio, where profits can be used to invest in other areas of the business and R&D. 2.Limited key products, only one central brand(CADBURY DAIRY MILK)

3. Poor technology in India compared to current international technologies (Godiva, Mozart, Fazer, Dint, Naushans, etc...) 4.Lack of launch of new brands in Chocolates segment. Opportunities 1. Growing middle class and growing urban population. 2. Increasing gifts cultures. 3. Substitute to Mithais with higher calories/cholesterol. 4. Increasing departmental stores concept impulse @ at cash counters. 5. Globalization: optimal use of global Cadbury Schweppes. 6. New product launches 7. Using information and technology to bring efficiency in logistics and distribution. Threats 1. Stiff competition in Confectionery segment- Competitive pressures from other branded suppliers (national and global). Aggressive price and promotion activity by competitors - possible price wars in developed markets. 2. Social changes - Rising obesity and consumers obsession with calories counting. Nutrition and healthier lifestyles affecting demand for core Cadbury products.

ADVERTISING STRATEGIES OF CADBURY

STRATEGY OF USING AMITABH BACHAN FOR ADS-Cadbury has always come up with innovation and pleasing advertisements connecting chocolates to happiness. It was successful in reaching the masses and capturing the consumers by maintaining quality, price and standards. However, October 2003 saw the brand on fire as a controversy had sparked against a Multi National reputed for being a benchmark of QUALITY. The discovery of worms in chocolates and the seizure of all stock from the market was a major crisis time for the organization. The Big B was one of the major highlights roped in by the company to promote the Big C in the chocolate business - Cadbury in India. Indian cine superstar Amitabh Bachchan has signed on to become the brand ambassador of the chocolate major for two years.

 PACKAGING-The Packing OF Cadbury has always been ATTRACTIVE. Cadbury India has announced that it is to change the packaging for its Dairy Milk chocolate bar following last month's allegations that a batch had been infested with insects. The consumer scare is believed to have seriously impacted sales of the nation's leading chocolate bar. The recent change in the packaging of the Cadbury product5 has proved to be a successful strategy which has led to increased sales. CELEBRATION PACKS DURING FESTIVALS ADS RELATED TO FESTIVAL EMOTIONAL ADS-SHUBH AARAMBH-Cadbury's Dairy Milk has recently launched a new campaign Shubh Aarambh" (meaning Auspicious Beginning). The Shubh Aarambh campaign reinforces the occasion based positioning of Dairy Milk. The brand has been trying to position itself as a symbol of enjoyment and celebrations. Indians have the tradition of sharing sweets on auspicious occasions and also when one initiates a venture/activity. Whether the activity is small like writing an exam or huge like starting a company, sharing of sweets is an integral part of the event. The belief is that good things happen when one starts a venture on a positive note ( like sharing sweets). Dairy Milk very cleverly captured this tradition and incorporated into its brand story. The new campaign takes the brand to the center of this tradition linking Dairy Milk to Sweet and Auspicious Beginning.

SLOGANS KUCH MITHA HO JAAYE AAJ PELHI TAREKH HAI SHUBH AARAMBH PAPPU PASS HO GAYA 5 STAR JO KHAAYE KHO JAAYE GEMS MAASTI KE RANG PERK TAKE IT LIGHTLY Pappu Pass Ho Gaya" became part of street language. ts glass and a half slogan was dreamed up in 1928 and its advertising is still making waves today ADVERTISING STRATEGY FOR CADBURY BOURNVITA-Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the consumers. During the '70s the communication centered on 'Good upbringing' and Bournvita became an essential building block for childhood. "Goodness that grows with you" was the campaign idea that communicated this thought. In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up right, Bournvita bright" campaign, which was very successful during its time.

 In the early '90s all brands in the category provided purely physical benefits like nourishment, energy and growth. It was at this time that Bournvita decided to raise the bar by promising physical and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign which became an anthem for the brand. In the new millennium, keeping pace with the evolving mindsets of the new age consumers, Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental challenges that nobody else can, resulting in one of the most successful advertising campaigns which is based on 'Real Achievers who have grown up on Bournvita'.

ADVERTISING STRATEGY FOR CADBURY BUBBALOO GUM- Bubbaloo is an innovative soft bubblegum with a centre filled liquid. It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth instantly Bubbaloo is currently available in two yummy flavours- Strawberry and Mixed Fruit. The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by Bubba- the cat, the international mascot for the brand Bubbaloo Nikita Agrawal-05 CADBURY GRAND STRATEGIES EXPANSION STRATEGY Expansion strategies are adopted by companies for substantial growth. There are five types of expansion: Expansion through: Concentration Diversification Integration Cooperation Internationalisation Cadbury has undertaken expansion through diversification. EXPANSION THROUGH DIVERSIFICATION is of two kinds: -Expansion through concentric diversificationWhen an organisation takes up an activity in such a manner that it is related to the existing business definition of one or more of a firms businesses, either in terms of customer groups, customer functions or alternative technologies, it is called concentric diversification. -Expansion through conglomerate diversification-- When an organisation adopts a strategy which requires taking up of those activities which are unrelated to the existing business definition of one or more of its businesses,

either in terms of their respective customer groups, customer functions or alternative technologies, it is called conglomerate diversification. Cadbury has adopted concentric diversification as it is operating within the food industry. It has diversified products in the following areas: 1. Chocolates- It produces many chocolates and their variants Dairy Milk & variants (Fruit & nut, Roast Almond, Crackle) Perk (Perk XL, Perk Glucose, Ulta Perk) 5 Star (5 Star, 5 Star Crunchy) Gems (Gems, Fruity Gems, Junglee Gems) Celebrations Temptations (Rum Raisins, Raisin Apricot, Almond Treat, Cashew Appeal) Eclairs (Eclairs, Eclairs Crunchy) Bournville 2. Snacks- Bytes 3. Candy- Halls 4. Gums- Bubbaloo 5. Beverage- Bournvita EXPANSION THROUGH COOPERATIONCooperation could take place through various ways: 1. Mergers 2. Takeovers (acquisitions) 3. Joint Ventures 4. Strategic Alliances Takeovers essentially involve the external approach to expansion. Takeover is a common way for acquisition and may be defined as the attempt of one firm to acquire ownership or control over another firm against the wishes of the latters management and perhaps some of its stockholders. Cadbury was taken over by Kraft Foods on January 19, 2010 for an amount of USD 19.4 billion. Following are some news excerpts: In case of Kraft Foods, the number-one reason for a company like Kraft to do a deal like this is that it is looking for new markets and the attendant increased size and market share -- and with size and market share comes clout. Indeed, the acquisition puts it nearly 70% ahead of rival Mars in terms of confectionery sales in emerging markets. With a final price tag in February of US$19.4 billion -- makes sense when considered from one particular perspective: growth. Hit by the Great Recession, Kraft's home market has been suffering, in sharp contrast to the heady double-digit expansion of its developing-market businesses. To help fan that growth, Cadbury will give the multinational something it didn't have -- a foothold in India. In return, Kraft will bring a

bigger array of products to Cadbury's chocolate-and-gum portfolio, while cementing the newly expanded company's impressive lead in the country's confectionery business. As C. Y. Pal, non-executive chairman of Cadbury India, notes, "India is a very happy story for Kraft and Cadbury." CADBURY VITAL STATISTICS Cadbury is the world's second-largest confectionery company after Mars-Wrigley, making brands such as Dairy Milk chocolate, Trident gum and Halls cough drops. Cadbury has the No. 1 or No. 2 positions in more than 20 of the world's 50 biggest confectionery markets. Cadbury operates in more than 60 countries and employs more than 46,000 people. Full-year revenue in 2008 came to 5.38 billion pounds with underlying operating profit of 638 million pounds. The company has said unaudited figures showed 2009 revenue rose 11 percent, helped by currency movements. FOCUS STRATEGY Following is an excerpt from The Times Of India: What is the market potential for Kraft's products in India? It's been an exciting three years for me at Kraft Foods as we are successfully implementing a strategy in developing markets that we call "Winning Through Focus". It's about putting a disproportionate amount of investment behind key priorities where we can deliver the greatest growth. We dubbed it our 5-10-10 strategy, which represents our strategic focus in 5 categories, 10 markets, and 10 brands. Moving ahead, India will be among our 10 strategic markets. We're looking at India as a source of great talent and ideas that we can adapt in other markets. We plan to invest in our business and explore expansion opportunities. An excerpt from an interview of Mr. Anand Kripalu, MD, Cadbury India: What is Cadbury Indias growth strategy wherein it enjoys a lion's share? As a company, we need to be prime movers of driving chocolate category growth. With a 7 0% market share, we can only grow the category. We are constantly looking at how do you get new users and non-users to start consuming chocolate. And when you are on it, the thinking evolves, technology evolves, and brand evolves. Every brand has a n opportunity to reach its full potential. Very recently we thought Perk will play a larger role in our business in driving category growth, to rope in first time users to try chocolates. Earlier, Perk was light snacking as 'thodi si pet pooja', today it is all about a recharge. In a brand portfolio, you need to be clear about what role each brand will play, so now there is a bit of functionality and a bit of indulgence in eating a Perk. We are liberating the Perk brand and allowing it to play a bigger role in our portfolio. We have a power brand strategy that is very tightly focused. We need to liberate each brand and allow it to grow. That also enables focus on innovation and R&D.

CASE STUDY Cadbury Dairy Milk Background: Cadbury dominates the chocolate market in India with a 70% share of the market. Cadbury Dairy Milk is its largest chocolate brand which accounts fro a third of every chocolate bar consumed.

The Task: In 2005 the task before Cadbury Dairy Milk was to increase its consumer franchise. The Strategy:

The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating or " muh meetha karna" moments The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye" captured the thought of celebrating a moment of delight with Dairy Milk A campaign was built around the idea of how "pappu" celebrated passing his exams with Dairy Milk

The Media:

A multi-media campaign was launched on TV, Internet, Radio and Outdoor The key was how do own the moment of " pappu passing his exams" in the media space An innovative tie -up with Reliance webworld was executed, wherein students across 66 examination boards across the company could access their results on Rworld through their Reliance mobiles. If they passed a message congratulating them on their moment of delight from Dairy Milk was displayed

The Results: The activity contacted 20 MN students across the country and was awarded a Bronze Lion at the Cannes Media awards in 2005

THE WORMING OF CADBURYS INTO PUBLICS HEART

The rise of the controversy A group of people approached the State Commissioner of Maharashtra in early October 2003 to complain about the fact that his chocolate (Batch No 28F3I10703), purchased from a shop Pick and Pay, Vile Parle had worms. The matter was then forwarded to the Joint Commissioner and an inspection of the Talegaon plant was issued. The company that had always prided itself of having a squeaky clean image was in a crisis. Cadbury advertisements went off air for over a month following the controversy. Effects of the controversy.

Cadbury India's sales fell drastically at a point in time when the festive season was at its peak. This spelt a major loss for the company. Cadbury, which sells 1,000 tonnes of chocolates during the Diwali festival witnessed a dip of 30% in sales and the share value also fell from 73% in October 2003 to 69.4 per cent in January 2004. The sales volume also declined. For the year ended December 2003, the net profit fell 37 per cent to Rs 45.6 crore (Rs 456 million) as compared with a 21 per cent increase in the previous year. The controversy also created a deep adverse impact on the company as it gave opportunity to competitors to establish their foothold and take maximum advantage of the crisis. A report on the same was sought by the government. PR rescues Cadburys by using Digital and various other media. The PR department of Cadburys played a very effective role in managing the reputation and keeping up the goodwill of the company. Ad agency O&M, which handles the advertising and PR for Cadbury India's Dairy Milk and 5-star brands, worked on a fresh television campaign in this regard. The following steps were taken to solve the controversy Accepting the mistake The charges against the company were accepted and full efforts were made to settle the issue by imparting all necessary details to the public. Cadbury went into overdrive to tell consumers that improper storage of perishable commodity like chocolates had led to worm infestation. The task was tedious, however still the Managing Director of Cadburys went to media offices around the country meeting reporters, answering hostile queries and patiently explaining the company's stand on the issue. Unlike the cola companies which were caught in a controversy just a month earlier and displayed an ostrich-like attitude, Cadbury did not go into denial mode. It accepted that there was a problem, which may not have been of its own making, and made a commitment to the consumer that it would plug all possible safety loopholes.

As a result Cadbury improved the packaging and paid more attention to the way its chocolates were stored by nearly 6,50,000 retailers across the country. Launch of a campaign for precaution 'Project Vishwas' - Steps to ensure quality & regain the confidence A campaign was unvieled 'Project Vishwas', a plan involving distribution and retail channels to ensure the quality of its products. The Vishwas programme was intended to build awareness among retailers on storage requirements for chocolates, provide assistance in improving storage conditions and strengthen packaging of the company's range of products. Cadbury reduced the number of chocolates in its bulk packets to 22 bars from the present 60 bars. These helped stockists display and sell the products "safely and hygienically". 1,90,000 retailers in key states were covered under this awareness programme. "What we now get in the markets is the most over-engineered packaging for a Dairy Milk chocolate anywhere in the world. All festival packs also come with a tamperproof outer sealing and improved packaging inside for minimum spoil chance. The new double packaging even for the smallest offering, the 13 gm Rs 5 Cadbury Dairy Milk, has the bar wrapped in aluminum foil and enclosed in a polyflow pack, which is sealed on all sides. An investment of Rs 25 crore (Rs 250 million) was made on new machinery for the improved packaging. The company's team of quality control managers, 300 sales staff and workers all over checked over 50,000 retail outlets in Maharashtra. All questionable stocks were replaced with immediate effect. An Editorial Outreach program with 31 media editors across 5 most affected cities was orchestrated by the agency. Cadbury spokespeople shared the happenings of the events in one-on-one meetings. The trade and consumers, were reached nationally through a press ad Facts about Cadbury, released in 55 publications in 11 languages. It presented facts about Cadbury manufacturing and storage and highlighted corrective steps being taken by the company. This was a public statement of the corporate stand on the issue. It was a huge hit online as well. This supported with posters and leaflets to help them share Cadbury point-of-view with their customers. A response cell with a toll free number and an e-mail id were put in place to give trade a means to directly contact the company with any issues they facedreinforcing the companys commitment to quality. Bringing back the trust The Big B was one of the major highlights roped in by the company to promote the

Big C in the chocolate business - Cadbury in India. Indian cine superstar Amitabh Bachchan has signed on to become the brand ambassador of the chocolate major for two years. The Big B FACTOR The big factor that has pushed up CDM sales is the Amitabh Bachchan campaign. It helped restore consumers' faith in the quality of the product. In early January 2004, Cadbury appointed Amitabh Bachchan as its brand ambassador for a period of two years. The company believed that the reputation he had built up over the last three decades complements their own, which was built over a period of 50 years. AB played a pivotal role in all communication relating to Cadbury's products and brands, be it in print, on television, digital or the great outdoors, the company's managing director Bharat Puri quoted in media reports. With the help of its Public Relations Dept. and advertising agency O&M, a campaign was created which aimed for both rational and emotional appeal. Cadbury stepped up its advertising spend significantly that year to nearly Rs 40 crore (Rs 400 million). With a turnover of Rs 729 crore (Rs 7.29 billion) in 2003, Cadbury has a 70 per cent market share in chocolates and Dairy Milk chocolate has 30 per cent market share, despite competitors like Nestle and Amul. Cadburys, a brand synonymous to chocolates, high quality and immense consumer satisfaction reiterated that all through the 55 years of leadership in India, it has never compromised on the hygiene and quality and consumers welfare was of utmost importance to them. A survey conducted by the company proved that consumers now have long forgotten the controversy and are back to their merry chocolatechomping ways. Sales gained. Customer satisfaction regained. The credibility was brought back. The company bounced back soon after the campaign hit the screens. Between October 2003 and January 2004, Cadbury's value share melted from 73 per cent in to 69.4 per cent. The recovery began in May 2004 when Cadbury's value share went up to 71 per cent. The company posted a high double digit sales growth in that year end.

Results and Measurement

1.Media Coverage: The media relationship effort helped in making media accept that the infestation was genuinely caused by storage-linked problems and not a manufacturing disorder. 2.Sales: Sales rose within 8 weeks of introduction of new packaging and communication. This is a clear reflection of restoration of consumer and hence trade confidence in the corporate brand. 3. Image: There was significant upward movement in ratings amongst consumers on parameters like company image, responsiveness of company and behavioral parameters like intention to buy Cadbury chocolates. 4."Pappu Pass Ho Gaya" became part of street language.

5. The activity contacted 20 MN students across the country and was awarded a Bronze Lion at the Cannes Media awards in 2005.

Life is always like a box of chocolates. You never know what you are going to get.

BIBLIOGRAPHY www.google.com Cadbury india official website-www.cadburyindia.com Interview with Mr.DEMANT CHATWANI