CADBURY INDIA

History Ever since the CADBURY factory was set up in India in 1947, Cadbury chocolates have ruled the hearts of Indians with their fabulous taste. Considering the penchant we Indians have for sweets, its not surprising that these sweet, smooth, milky & irrestibly delicious chocolates are the best childhood gift any Indian child could get. Thank God for young JOHN CADBURY who ventured into the chocolate business over 150 years age, way back in England, in 1824. Long gone is the dry chocolate supplied by John Cadbury in his Birmingham grocery store. Today more than 250 million bars of Dairy Milk are produced & consumed every year. Products of Cadbury CURRENTLY CADBURY INDIA OPERATES IN FOUR CATEGORIES 1. CHOCOLATE CONFECTIONERY, 2. MILK FOOD DRINKS, 3. CANDY, 4. GUM CATEGORY Cadbury and the Worm Controversy: Biggest controversies in India against a MNC reputed for being a benchmark of QUALITY. The controversy created an deep adverse impact on the company with their sales. It came at the worst time for Cadbury i.e. during festival seasons.

'Project Vishwas' Steps to ensure quality & regain the confidence A retail monitoring and education program undertaken on a war footing to address storage problems. Significant packaging changes to reduce dependency on storage conditions as much as possible at retail outlets Amitabh Bachchan- The Brand Ambassador to reinforce the credibility.

New Packaging after the controversy The new purity sealed packaging was launched in January 2004. investing up to Rs 15 crore (Rs 150 million) on imported machinery. The metallic poly-flow, was costlier by 10-15 per cent, but Cadbury didnt hike the pack price. Amitabh Bachchan- The Brand Ambassador to reinforce the credibility.

Strategies Cadbury believes in innovation. Innovation in product range has been a major advancement by Cadbury in retaining its market share. Examples of marketing innovation by Cadbury *Perks new range of ulta perk *5 stars new range of 5 star crunchy *Gems new range of fruity gems Cadbury associates itself with emotions and sentiments of people through relationships of friendship and brotherhood. Cadbury has not only restricted its market to child segment but through its innovativeness has captured every segment of the society. Extremely catchy and well recognized tag lines and punch lines create strong brand value and awareness for Cadbury. The lines Pappu pass ho gaya , Kuch metha ho jaye Din hai suhana aaj pehli tarikh haigives a distinct image of Cadbury. The most important marketing policy being implemented during the festive season. Cadbury has replaced its chochlates to traditional sweets with exclusive gift boxes especially during Diwali and Raksha Bandhan. Conclusion Cadbury India Ltds position in India is relatively strong. In order to maintain its lead in such a large market, it must learn to address the specific needs of its consumers and continue to maintain their goodwill, while also analyzing its competitors marketing strategies. Understanding consumer preferences and demands is the key to growth.