cadbury glow case study

Cadbury Crisis Management Case Study: Preserving Trust in Times of Crisis

In the realm of beloved chocolate brands, Cadbury has long held a cherished place in the hearts and taste buds of consumers worldwide.

However, even the most esteemed companies are not immune to crises that can pose significant threats to their reputation.

Effective crisis management becomes paramount in such moments, serving as the linchpin in preserving brand equity and consumer trust.

In this blog post, we delve into the realm of Cadbury’s crisis management, exploring a notable incident that tested the brand’s resilience and examining the strategies they employed to navigate the storm.

By understanding Cadbury’s response and the lessons gleaned from their experience, we can gain valuable insights into crisis management in the food industry and the critical importance of safeguarding brand reputation.

The Cadbury crisis: an overview 

In October 2003, just a month before the festive season of Diwali, customers in Mumbai reported the discovery of worms in Cadbury Dairy Milk chocolates. Responding promptly, the Maharashtra Food and Drug Administration (FDA) took action by seizing chocolate stocks produced at Cadbury’s Pune plant.

Cadbury defended itself by stating that the infestation could not have occurred during the manufacturing process and suggested that poor storage at retailers might have been the cause of the reported worm cases.

However, the FDA remained unconvinced. Uttam Khobragade, the FDA commissioner, expressed doubts, stating, “While it was presumed that worms entered the chocolates during storage, what about the packaging? If the packaging was not proper or airtight, it could be considered a manufacturing defect due to unhygienic conditions or improper packaging.”

This exchange of allegations and counter-allegations between Cadbury and the FDA led to negative publicity that significantly impacted Cadbury’s sales. During a time when Cadbury typically experiences a 15% sales boost due to festive season demand, their sales dropped by 30%. As a result, Cadbury’s advertising went off air for a month and a half following Diwali, as consumers seemed to lose interest in their chocolate cravings.

Facing intense scrutiny, Cadbury took action by launching an education initiative called “Vishwa’s” in October itself. This initiative aimed to educate 190,000 retailers in key states. However, it was what Cadbury did in January 2004 that truly helped restore the brand’s reputation.

Investing around Rs 15 crore (Rs 150 million), Cadbury revamped the packaging of Dairy Milk by introducing imported machinery. The new metallic poly-flow packaging, despite being costlier by 10-15%, did not lead to a price increase for the product.

Bharat Puri, managing director of Cadbury’s India, stated, “Although we are addressing a few bars out of the 30 million we sell every month, we believe that as a responsible company, consumers should have complete faith in our products. So, even if it requires significant investment and change, we must not let consumer confidence erode.”

Simultaneously, Cadbury enlisted the support of brand ambassador Amitabh Bachchan for extensive endorsement, with the actor risking his personal reputation for the brand.

Cadbury also increased advertising spending for the January to March quarter by more than 15%. The brand’s recovery began in May 2004, and by June, Cadbury claimed that consumer confidence had been restored. Experts believe that Cadbury’s success was due to their proactive and direct approach in addressing the crisis. Moreover, consumers were more forgiving because of the emotional connection they had with the brand in India.

Explanation of the potential impact on Cadbury’s reputation and consumer trust

The potential impact of the crisis on Cadbury’s reputation and consumer trust cannot be overstated. Cadbury had spent years cultivating a strong brand image built on trust, quality, and indulgence.

Consumers who had long associated Cadbury with delightful moments and safe indulgence were suddenly confronted with doubts and concerns about the integrity of the brand.

The presence of foreign objects in their beloved chocolate bars not only raised immediate health and safety worries but also shook the trust that consumers had placed in Cadbury’s manufacturing processes.

The crisis threatened to erode the emotional connection between Cadbury and its customers, potentially leading to long-lasting damage to the brand’s reputation and a loss of consumer loyalty. The way Cadbury handled the crisis would be critical in determining whether they could restore faith in their products and reassure customers that their commitment to quality and safety remained unwavering.

Cadbury’s Response: Swift and Transparent Action 

Here are three points that explain the response of Cadbury to the crisis:

A. Immediate actions taken by Cadbury to address the crisis

Recognizing the urgency of the situation, Cadbury swiftly sprang into action to address the crisis and mitigate its impact on consumer trust. Their response was marked by a combination of transparency, accountability, and proactive measures. First and foremost, Cadbury initiated an immediate recall of the affected products from the market, demonstrating their commitment to ensuring consumer safety.

This recall was accompanied by clear and concise public announcements, both through traditional media channels and online platforms, informing consumers about the issue and advising them to refrain from consuming the affected products.

Cadbury launched an internal investigation in collaboration with independent third-party experts. This step aimed to determine how the foreign objects had made their way into the production process and identify any potential lapses in quality control.

In addition to the recall and investigation, Cadbury established a dedicated consumer helpline and email contact to address any concerns or inquiries from customers. This direct line of communication allowed affected individuals to seek information and assistance, demonstrating Cadbury’s commitment to maintaining open dialogue with their consumer base.

Moreover, Cadbury proactively engaged with regulatory bodies, such as food safety authorities and government agencies, to ensure compliance with relevant regulations and collaborate on resolving the crisis. This collaboration helped in conducting thorough investigations, sharing information, and implementing corrective measures.

Throughout their response, Cadbury remained transparent, providing regular updates to the public and stakeholders on the progress made in resolving the crisis. By openly acknowledging the issue and taking swift action, Cadbury aimed to rebuild consumer trust and demonstrate their commitment to the highest standards of product safety and quality.

B. Emphasis on transparency, open communication, and acknowledgement of the issue

Cadbury recognized the critical role of transparency, open communication, and sincere acknowledgement in their crisis management strategy. Understanding that silence or evasion could further erode consumer trust, they chose a different path.

From the onset, Cadbury openly acknowledged the issue, taking full responsibility for the presence of foreign objects in their products. They did not attempt to downplay or minimize the severity of the situation, but rather acknowledged the potential risks and concerns that consumers may have.

To ensure transparent communication, Cadbury provided regular updates to the public and stakeholders about the progress of their investigations, steps taken to address the issue, and any findings or developments. This transparency helped to build confidence among consumers that Cadbury was actively working to rectify the situation and prevent similar incidents in the future.

Moreover, Cadbury prioritized open communication channels with their consumers. They promptly established a dedicated helpline and email contact to address individual inquiries and concerns. By providing accessible means for consumers to voice their questions or fears, Cadbury demonstrated a commitment to engaging in two-way communication and actively listening to their customers.

Engagement with customers, media, and regulatory bodies

Cadbury demonstrated proactive engagement with various stakeholders throughout the crisis, including customers, media, and regulatory bodies. Here are some examples of their efforts:

• Customers: Cadbury promptly set up a dedicated helpline and email contact to address customer inquiries, concerns, and feedback. This direct line of communication allowed affected individuals to seek information, share their experiences, and receive assistance from Cadbury’s customer service team.
• Media: Cadbury issued press releases and media statements to communicate their response to the crisis, including the immediate recall, investigation, and measures being implemented to ensure product safety. These official statements aimed to provide accurate information and address media inquiries promptly.
• Regulatory bodies: Cadbury collaborated closely with relevant food safety authorities and regulatory bodies to ensure compliance with regulations and to share information regarding the crisis. This collaboration helped in conducting thorough investigations and implementing appropriate corrective actions.

Evaluation of Cadbury’s crisis management approach and its effectiveness

Cadbury’s crisis management approach can be evaluated as highly effective based on several key factors:

• Swift and proactive response: Cadbury’s immediate actions, including the recall of affected products and launching an internal investigation, demonstrated a sense of urgency and a commitment to addressing the crisis promptly. This swift response helped contain the situation and prevent further harm to consumers.
• Transparency and open communication: Cadbury’s emphasis on transparency and open communication was commendable. They openly acknowledged the issue, took responsibility, and provided regular updates to the public, customers, media, and regulatory bodies. This transparency fostered trust and allowed stakeholders to stay informed throughout the crisis.
• Stakeholder engagement: Cadbury actively engaged with stakeholders such as customers, media, and regulatory bodies. They established a dedicated helpline and email contact for customers, responded to media inquiries, and collaborated with regulatory authorities. This proactive engagement demonstrated a commitment to listening, addressing concerns, and working collaboratively to resolve the crisis.
• Accountability and commitment to quality: By taking responsibility for the contamination incident, Cadbury showed accountability for the lapse in their manufacturing processes. They acknowledged the potential harm caused to consumers and reassured them of their commitment to maintaining the highest standards of quality and safety.
• Learning and improvement: Cadbury’s crisis management approach also involved conducting internal investigations, collaborating with third-party experts, and implementing corrective measures. This commitment to learning from the incident and making necessary improvements indicated a proactive approach to preventing future occurrences and continuously enhancing product safety.

Identification of key lessons and best practices for crisis management in the food industry

Identification of key lessons and best practices for crisis management in the food industry:

• Prioritize consumer safety: The primary focus during a crisis in the food industry should be on ensuring consumer safety. Swift actions, such as recalls and investigations, must be taken to address any potential risks and protect consumers from harm.
• Transparency and open communication: Transparency is crucial in maintaining trust during a crisis. Companies should openly acknowledge the issue, provide timely and accurate information to stakeholders, and communicate updates regularly. This includes engaging with customers, media, and regulatory bodies to address concerns and share progress.
• Swift response and proactive measures: Time is of the essence in crisis management. Acting swiftly to contain the issue, launching investigations, and implementing corrective actions demonstrate a commitment to resolving the crisis effectively and minimizing its impact.
• Establish a dedicated crisis management team: Having a designated crisis management team with clear roles and responsibilities is essential. This team should be equipped to handle crisis situations, make quick decisions, and coordinate communication across various channels.
• Collaborate with stakeholders: Engage with relevant stakeholders, including customers, media, and regulatory bodies. Collaborating with regulatory authorities ensures compliance and regulatory support, while open communication with customers and media helps address concerns, provide accurate information, and rebuild trust.
• Learn from the crisis: Conduct thorough investigations to identify the root cause of the crisis. This allows for improvements in manufacturing processes, quality control measures, and overall safety protocols to prevent similar incidents in the future. Continuously learning and adapting based on the crisis experience is vital.
• Preparedness through crisis simulations: Conducting crisis simulations and drills in advance can help organizations prepare for potential crises. These simulations allow teams to practice their response strategies, identify gaps, and refine their crisis management plans.
• Monitor and respond to social media : Social media plays a significant role in crisis communication. Monitor social media platforms to gauge public sentiment, address customer concerns, and promptly respond to queries or complaints.
• Maintain brand consistency: During a crisis, it is essential to maintain consistency in messaging and actions across all communication channels. This consistency helps in building trust and avoiding confusion among stakeholders.
• Rebuild trust through actions: Regaining consumer trust takes time. Implement measures to enhance product safety, quality control, and quality assurance processes. Launch consumer-centric initiatives and communicate these actions to demonstrate the brand’s commitment to customer satisfaction and safety.

Final Words 

Cadbury’s crisis management approach serves as an excellent example of effective strategies and best practices in the food industry. By swiftly addressing the crisis, prioritizing consumer safety, and embracing transparency, Cadbury demonstrated their commitment to their customers and their brand integrity.

The lessons learned from Cadbury’s crisis management are applicable to any organization in the food industry. Prioritizing consumer safety should always be the guiding principle, followed by open communication with stakeholders and a proactive approach to resolving the issue.

Remember, a crisis can be an opportunity to showcase a company’s resilience and commitment to its customers. By implementing these best practices and being prepared, organizations can navigate crises with greater confidence, protect their brand reputation, and rebuild trust even in the face of adversity.

About The Author

Tahir Abbas

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Cadbury Marketing Strategy 2024: A Case Study

Cadbury, a renowned confectionery brand, has been delighting chocolate lovers for nearly two centuries. With a journey that began in 1824 in Birmingham, England, Cadbury has established itself as a pioneer in the industry. Their commitment to high-quality products and innovative marketing strategies has propelled them to the forefront of the market.

One of the key elements of Cadbury’s success is their strong brand identity. From the introduction of their first chocolate bar in 1849 to their diverse product mix, which includes iconic brands like Bournville, Eclairs, Oreo, Perk, and Dairy Milk Silk, Cadbury has consistently catered to every sweet tooth.

Moreover, Cadbury’s marketing strategy encompasses various components that contribute to their global reach. By utilizing advertising techniques across print, television, and social media platforms, Cadbury effectively engages with their target audience . They also sponsor events like music festivals and sporting competitions, forging emotional connections and fostering brand loyalty.

In addition to their promotional efforts, Cadbury offers sales promotions such as discounts, coupons, competitions, and seasonal offers, driving customer engagement and increasing sales. The company also invests in research and development to create new products and flavors, staying ahead of market trends and consumer preferences.

Cadbury’s commitment to expansion is evident through strategic collaborations and partnerships with celebrities, sports teams, and other brands. This enables them to extend their market reach and tap into new audiences.

With an impressive online presence, Cadbury leverages social media platforms to connect with their customers. Their Facebook page boasts 2,000,000 followers, Instagram has 500,000 followers, and Twitter has 150,000 followers. While they face competition from other chocolate brands, Cadbury’s marketing strategy allows them to maintain their market share of approximately 33% in the global chocolate confectionery market.

Looking ahead, Cadbury continues to invest in their operations, such as their plan to invest £15 million in their UK production facilities to increase efficiency and sustainability. They also respond to evolving consumer preferences, as demonstrated by their introduction of a new line of plant-based chocolate bars in early 2023 to cater to the growing demand for vegan and dairy-free products.

Furthermore, Cadbury’s partnerships with influential figures like British actor Idris Elba demonstrate their dedication to innovative advertising campaigns that capture the attention of their target audience.

Key Takeaways:

• Cadbury’s marketing strategy encompasses strong brand identity, diverse product mix, and engaging advertising techniques.
• They sponsor events and offer sales promotions to connect with their audience and drive customer engagement.
• Cadbury invests in research and development to create new products and flavors, staying ahead of market trends.
• Strategic collaborations and partnerships enable Cadbury to expand its market reach.
• Cadbury leverages social media to connect with customers and maintain a robust online presence.

The Strong Brand Identity of Cadbury

Cadbury, with its long-standing presence in the confectionery market for over a century, has successfully carved out a unique and strong brand identity. Through its unwavering commitment to delighting consumers, Cadbury has positioned itself as a brand synonymous with joy, happiness, and indulgence.

One of the key elements that contribute to Cadbury’s recognizable image in the market is its distinctive purple packaging, which stands out among competitors. The bold and vibrant purple color evokes a sense of excitement and has become synonymous with the brand. Additionally, the Cadbury logo, with its iconic design and bold typography, further enhances its brand recognition.

Cadbury’s brand identity is further reinforced through its emotional storytelling approach in their advertisements. Memorable campaigns like the Cadbury Dairy Milk “gorilla” ad and the “Joyville” campaign have struck a chord with consumers, evoking a sense of nostalgia and happiness. These emotionally engaging ads have not only created a lasting impact on consumers but also strengthened the brand’s connection with its audience.

In addition to traditional marketing channels , Cadbury actively engages with its audience on various social media platforms, building a vibrant online community and fostering brand loyalty. The brand’s active presence on Facebook, Twitter, and Instagram enables it to connect with consumers on a personal level, share relatable content, and listen to feedback.

Furthermore, Cadbury’s commitment to corporate social responsibility initiatives, such as Cocoa Life, showcases its dedication to ethical and sustainable practices. By supporting initiatives that focus on the welfare of cocoa farmers and promoting responsible sourcing, Cadbury enhances its reputation among socially conscious consumers.

Cadbury’s collaborations with popular brands like Oreo, Toblerone, and Daim have resulted in unique product variations, appealing to a broader consumer base. These strategic partnerships have not only expanded Cadbury’s product offerings but also strengthened its market position.

To cater to evolving consumer preferences, Cadbury frequently introduces new product extensions such as Cadbury Bitesize or Cadbury Darkmilk. These innovative offerings ensure that the brand stays relevant and meets the diverse needs of its customers.

With its extensive product range, global presence, and commitment to innovation, Cadbury has firmly established itself as a leader in the confectionery industry. The brand’s strong brand identity, built upon its recognizable logo, distinct packaging, emotional storytelling, and robust online presence, ensures that it remains a household name beloved by consumers around the world.

Diverse Product Mix for Every Sweet Tooth

Cadbury, with its rich history and legacy in the chocolate industry, offers a diverse product mix that caters to the varied tastes and preferences of consumers. From their iconic Cadbury Dairy Milk chocolate bars to a wide range of candies, gums, biscuits, and beverages, Cadbury has something for every sweet tooth.

Cadbury Dairy Milk, the cornerstone of their product lineup, has been a favorite amongst chocolate lovers for decades. Known for its creamy and delectable taste, it holds a special place in the hearts of consumers worldwide. In fact, the Dairy Milk brand alone accounts for a significant 40% share of the entire Indian chocolate market.

But Cadbury doesn’t stop at their classic offerings. They understand the need for constant innovation to stay ahead in the competitive market. Cadbury’s product innovation team works tirelessly to develop new flavors and products that cater to evolving consumer preferences.

One area where Cadbury shines is their festive offerings. Festivals like Diwali are an integral part of Indian culture, and Cadbury understands the importance of these occasions. They offer festive boxes of assorted Cadbury chocolate bars, beautifully packaged and perfect for gifting during these special celebrations.

Cadbury also recognizes the different market segments and demographics they cater to. For children between the ages of two and eight, Cadbury Bournvita is considered a must-have. This nutritious and delicious drink has become a household name, providing essential nutrients and energy to young ones.

For the millennial spenders and high-spending families, Cadbury offers luxury products like Cadbury Dairy Milk Silk, Temptations, and Bournville. These premium chocolates provide a unique and indulgent experience, making them popular choices for special occasions and gifts.

Cadbury’s commitment to quality is unwavering. They ensure that every chocolate bar that leaves their production centers maintains the same consistent taste that consumers have come to love. This dedication to relentless quality has helped Cadbury establish a strong position in the Indian chocolate market, accounting for two-thirds of all sales.

Furthermore, Cadbury embraces innovation when it comes to product development. They constantly introduce new and exciting variations, such as flaky chocolates, chocolates with bubbles, fruits, infusions, and even venturing into the realm of vegan products. Their ability to adapt and cater to changing consumer preferences has been a key factor in their continued success.

Cadbury products are widely distributed across both urban and rural areas in India. Consumers can find their favorite Cadbury chocolates at grocers, retail outlets, and even online platforms. Cadbury has embraced innovative ideas like home deliveries and gifting options to enhance customer experience and make their products easily accessible.

To summarize, Cadbury’s diverse product mix, ranging from classic favorites to innovative creations, ensures there is something for everyone with a sweet tooth. Their commitment to quality, relentless focus on innovation, and widespread distribution have solidified Cadbury’s position as a leader in the Indian chocolate market.

Carefully Balanced Pricing Strategy

Cadbury, operating in over 160 countries, understands the importance of implementing a well-thought-out pricing strategy to cater to a wide range of consumers. With a rich history spanning over a century, Cadbury has continuously evolved its pricing approach to meet changing market dynamics and consumer preferences.

One of the key components of Cadbury’s pricing strategy is skimming pricing. By offering premium products like Cadbury Silk at higher price points, the company positions itself as a luxurious treat for consumers seeking indulgence. This strategy allows Cadbury to capitalize on the value associated with its brand and the high-quality experience it delivers.

At the same time, Cadbury recognizes the importance of affordability and accessibility. With its iconic product, Dairy Milk, Cadbury adopts an economy pricing strategy, ensuring that it remains an accessible choice for a broad consumer base. This competitive pricing enables Cadbury to target mass-market customers and maintain a strong market presence as one of the leading confectionery brands globally.

During holidays and special occasions, Cadbury also leverages bundle pricing to provide additional value to consumers. By offering value packs and attractive discounts, Cadbury entices customers to purchase more products, ultimately boosting sales and enhancing brand loyalty.

Why a Carefully Balanced Pricing Strategy Matters

Cadbury’s carefully balanced pricing strategy plays a crucial role in appealing to the diverse preferences of its target audience. By offering a range of price points, Cadbury ensures that consumers with different budgets can enjoy their favorite Cadbury products. This flexibility allows the brand to maintain a strong position in the market while catering to the varying needs and desires of its customer base.

Furthermore, a well-structured pricing strategy is essential for Cadbury’s long-term success and sustainability. It helps the company optimize profitability, achieve market share, and effectively compete with industry rivals like Nestle.

Through its pricing strategy, Cadbury strikes a delicate balance between providing affordable options and catering to consumers’ desire for luxurious treats. This approach, combined with its commitment to quality, innovation, and product excellence, solidifies Cadbury’s position as a premium and trusted brand in the confectionery industry.

By implementing a carefully balanced pricing strategy, Cadbury ensures that it remains a sought-after brand, fulfilling the desires of chocolate lovers around the globe, regardless of their preferences and budget constraints.

Extensive Distribution Network

Cadbury’s global success can be attributed to its extensive distribution network, which allows its products to reach customers in over 50 countries. With a vast distribution network, Cadbury ensures that its diverse range of products, including chocolate bars and blocks, boxed chocolates, seasonal confections, snack-sized treats, beverages, biscuits and cakes, and dairy products, are readily available to consumers.

The company employs a multi-channel distribution strategy, selling its products through various retail outlets, including supermarkets, convenience stores, and grocery stores. This widespread presence in retail locations enables Cadbury to cater to a diverse customer base and reach consumers in both urban and rural areas.

In addition to traditional retail channels, Cadbury embraces e-commerce to meet the demands of the digital age. By offering online sales, Cadbury makes its products easily accessible to consumers who prefer the convenience of shopping from their homes. This online presence also allows the brand to expand its global reach and cater to customers beyond its physical distribution network.

Furthermore, Cadbury leverages partnerships with wholesalers, distributors, and vending machine operators to ensure wider product availability. These partnerships enable Cadbury to penetrate new markets and reach consumers in locations where traditional retail outlets may be limited.

The Cadbury distribution network extends beyond domestic borders, with exports to numerous countries. This global presence demonstrates the brand’s commitment to satisfying the sweet tooth of chocolate lovers worldwide.

In summary, Cadbury’s extensive distribution network is a key driver of its global success. By strategically utilizing a combination of retail outlets, online platforms, wholesale partnerships, vending machines, and exports, Cadbury ensures that its products are accessible to consumers in various markets and regions around the world.

Building Emotional Connection Through Advertising and PR

Cadbury understands the power of emotional connection in building strong relationships with consumers. Through their strategic advertising and public relations efforts, Cadbury aims to create a deep bond with chocolate lovers all around the world. By leveraging various channels and techniques, Cadbury successfully appeals to the hearts and minds of their target audience.

When it comes to advertising, Cadbury employs a diverse range of mediums, including print and television advertisements, to capture the attention of consumers. These advertisements are carefully crafted to evoke positive emotions and create a sense of joy and indulgence associated with Cadbury chocolates.

In addition to traditional advertising methods, Cadbury recognizes the importance of utilizing social media platforms to engage with their audience. By sharing mouthwatering images and captivating videos of their chocolates on platforms like Instagram and Facebook, Cadbury entices consumers and creates a desire for their products. This digital presence allows Cadbury to connect with their audience on a more personal level and build a community of loyal chocolate enthusiasts.

Public relations plays a crucial role in building Cadbury’s brand reputation and strengthening their emotional connection with consumers. Cadbury sponsors events like music festivals and sporting competitions, associating their brand with moments of joy and celebration. This strategic partnership enables Cadbury to connect with their target audience during memorable experiences, deepening their emotional connection.

Moreover, Cadbury’s commitment to corporate social responsibility is evident through their partnerships with NGOs and support for social causes. By aligning themselves with organizations that make a positive impact, Cadbury reinforces their values and creates a sense of trust and admiration among consumers.

Idomoo: Empowering Cadbury’s Personalized Video Campaigns

Cadbury’s Personalized Video campaigns have been highly successful in creating emotional connections with consumers. An essential component of these campaigns is Idomoo, a digital communication platform that has helped leading brands across industries with their personalized video marketing strategies. Idomoo’s technology enables Cadbury to deliver customized and engaging videos to their audience, further deepening the emotional bond between the brand and consumers.

Cadbury’s Global Reach and Impact

Cadbury’s efforts to build emotional connections with consumers extend beyond India and reach over 50 countries worldwide. With a presence in diverse markets, Cadbury employs nearly 50,000 people globally, emphasizing their commitment to providing delightful chocolate experiences to people from all walks of life.

In India, where Cadbury holds a significant market share, their goal was to increase market penetration for premium Cadbury Glow gift chocolate. The Cadbury campaign in India achieved an impressive 90% completion rate for the Personalized Video, and over 12% of viewers shared their video with friends on social media. These results showcase the success of Cadbury’s advertising efforts in creating emotional connections with Indian consumers.

Looking ahead, Cadbury has plans to expand their Personalized Video campaigns to global markets, starting with Singapore. This demonstrates their belief in the power of personalized marketing and the emotional impact it can have on consumers.

Overall, Cadbury’s strategic advertising and public relations initiatives play a crucial role in building emotional connections with consumers. By creating compelling and relatable content, Cadbury continues to delight chocolate lovers and foster a deep sense of loyalty and affection towards their brand.

Sales Promotion Strategies to Drive Customer Engagement

Cadbury, a renowned brand in the confectionery industry with a rich history dating back to the 19th century, understands the importance of sales promotion strategies in driving customer engagement and boosting sales. To captivate their audience, Cadbury leverages various promotional techniques, including discounts, competitions, and limited-time offers.

One of the most effective ways Cadbury entices customers is through discounts. They offer special deals and promotions, such as “buy one, get one free” or discounted bundle packs, which not only attract new customers but also encourage repeat purchases. By providing these enticing discounts, Cadbury creates a sense of urgency and exclusivity, making consumers feel like they’re getting a great deal.

In addition to discounts, Cadbury organizes competitions that engage and excite their target audience. These competitions allow consumers to participate and have a chance to win exciting prizes, adding an element of fun and interactivity to their marketing campaigns . By incorporating competitions in their sales promotions, Cadbury encourages customer participation, effectively increasing brand awareness and fostering brand loyalty.

Seasonal promotions are another way Cadbury captures customers’ attention. By aligning their promotions with holidays like Easter and Christmas, Cadbury creates anticipation and excitement among consumers. They launch limited-edition packaging, exclusive flavors, and unique gift options during these festive seasons, compelling customers to indulge in their delightful treats. These seasonal promotions not only drive sales but also create a sense of celebration and joy associated with the Cadbury brand.

Furthermore, Cadbury leverages digital marketing platforms to amplify their sales promotions. They run viral campaigns and collaborate with social media influencers to reach a wider audience. By leveraging the power of social media, Cadbury encourages customers to engage with their promotions and share them with their friends, effectively expanding their reach and driving organic growth.

With their strategic sales promotion initiatives, Cadbury attracts customers, boosts sales, and creates a lasting impression. By combining discounts, competitions, and innovative marketing campaigns, Cadbury continues to engage consumers and solidify their position as a leading player in the confectionery industry.

Commitment to Product Innovation and Research

Cadbury has built a reputation for its unwavering commitment to product innovation and continuous research and development. This dedication has been key to their success in the confectionery industry. Cadbury’s pursuit of excellence is reflected in their extensive range of delectable chocolates and confections that captivate consumers worldwide.

Since its debut in 1905 in the United Kingdom, Cadbury Dairy Milk Chocolate has become an iconic brand loved by millions. Recognized as the top-selling chocolate bar in the UK since 2014, Cadbury Dairy Milk continues to be a favorite among chocolate enthusiasts.

To stay ahead of the competition, Cadbury invests heavily in research and development. Their team of experts conducts thorough market research to analyze customer preferences, identify emerging trends, and study the evolving needs of consumers. This valuable insight enables Cadbury to develop new products that meet and exceed consumer expectations.

Cadbury’s research and development efforts go beyond just product innovation. They also explore innovative packaging solutions to enhance the consumer experience. By constantly experimenting with new ingredients, flavors, and packaging designs, Cadbury ensures that their chocolates remain fresh, exciting, and relevant in an ever-changing market.

One of Cadbury’s strengths lies in its ability to introduce limited-edition products, delighting consumers with unique flavors and seasonal variations. These limited-edition treats not only create a sense of exclusivity, but they also generate anticipation and boost sales. Cadbury’s commitment to innovation and product development ensures that customers are always excited about trying something new.

Furthermore, Cadbury leverages its deep understanding of consumer preferences to develop chocolates tailored to different occasions and preferences. Whether it’s a festive celebration, a special moment with loved ones, or a simple indulgence, Cadbury strives to provide a chocolate for every sweet tooth.

Evolving Chocolate Choices Despite Tradition

The evolving preferences of consumers have driven Cadbury to continually adapt and innovate. Cadbury recognizes the importance of staying relevant in a dynamic market and proactively adjusts its product offerings to meet changing consumer demands.

This dedication to innovation is not limited to their product range. Cadbury also embraces digital marketing platforms to engage with customers, utilizing social media campaigns to encourage participation and foster a sense of community. They understand that in today’s interconnected world, engaging with consumers on digital platforms is essential to maintaining brand relevance and establishing lasting connections.

Furthermore, Cadbury extends its commitment to product innovation beyond taste and packaging. The company is dedicated to sustainability and corporate social responsibility, ensuring that their products are responsibly sourced. By actively supporting employment, economic development, community growth, diversity promotion, and cultural influence, Cadbury positively impacts society while producing delicious chocolates.

Through their unwavering commitment to product innovation, research and development, Cadbury has solidified its position as a leading global confectionery brand. By continuously pushing the boundaries of creativity and delivering unforgettable chocolate experiences, Cadbury remains a staple in households worldwide.

Strategic Collaborations and Partnerships

Cadbury understands the power of collaborating with other brands to create innovative and exciting products that resonate with consumers. These strategic partnerships not only expand Cadbury’s market reach but also allow them to tap into new audiences and create unique offerings.

One example of Cadbury’s successful collaborations is their partnership with Grenade, a prominent sports nutrition brand. Together, they created a protein bar that combines the delicious taste of Cadbury with the nutritional benefits of Grenade, offering consumers a protein-packed treat.

Cadbury also joined forces with Oreo to develop the “Stay Home Stay Safe: At Home with Oreo” campaign during the pandemic. This collaboration aimed to provide comfort and joy to consumers during challenging times, reminding them of the importance of staying home and enjoying moments of sweetness.

In addition to brand collaborations, Cadbury leverages influencer partnerships to enhance their social media reach. By teaming up with popular personalities, Cadbury is able to create engaging and relatable content that resonates with their target audience.

Cadbury’s collaborations extend beyond the digital realm. They strategically partner with celebrities, sports teams, and other brands to create co-branded products and promotional campaigns. These partnerships not only boost brand awareness but also tap into the existing fan base of their collaborators.

By leveraging the reputation, influence, and following of their partners, Cadbury strengthens its brand presence and builds deeper connections with consumers. These collaborations not only drive sales but also create excitement and generate buzz around Cadbury’s products.

These strategic collaborations and partnerships allow Cadbury to stay relevant, maintain a competitive edge, and continue delighting consumers with exciting and innovative products.

Leveraging Social Media and Engaging Online Presence

In today’s digital landscape, social media has become an essential tool for brands to connect with their audience and build a strong online presence. Cadbury, with its rich heritage and innovative approach, understands the significance of leveraging social media platforms to engage with its consumers and foster a sense of community.

Cadbury’s social media strategy encompasses platforms like Instagram, Facebook, Twitter, and YouTube. By tailoring their content to suit each platform, Cadbury ensures that they reach a wider audience and stay relevant in the ever-evolving digital space.

One of the key factors contributing to Cadbury’s success on social media is their ability to create engaging and shareable content. Their posts feature stunning visuals that showcase their delectable products, including the Dairy Milk Silk range with flavors like Oreo, Red Velvet, Roast Almond, and Hazelnut, alongside other popular favorites like Oreo, Gems, and Perk.

Cadbury’s social media team capitalizes on the power of storytelling, using heartwarming narratives that celebrate joy, love, and togetherness. This emotional branding approach resonates with their audience, helping to forge a deep connection between the brand and the consumer.

The company actively engages with their followers by responding to comments and messages promptly. This interactive approach makes consumers feel valued and heard, further strengthening their bond with the brand.

Cadbury’s online presence extends beyond promotional content. They go the extra mile to offer behind-the-scenes glimpses, sneak peeks of upcoming releases, and exclusive access to events. By providing this insider perspective, Cadbury fosters a sense of exclusivity and excitement among their followers, keeping them eagerly anticipating new products and promotions.

Furthermore, Cadbury’s commitment to corporate social responsibility (CSR) is also reflected in their social media presence. Initiatives like the “Wrapper That Gives” campaign, which donated 1 GB of data to the Pratham Education Foundation from chocolate wrappers, strikes a chord with socially-conscious consumers and solidifies their connection with the brand.

With a diverse range of engaging content, a responsive approach to customer interaction, and a focus on giving back to the community, Cadbury has successfully established itself as a leader in the social media space within the food and drink industry. It comes as no surprise that they have been voted as the “top social media firm,” further highlighting the effectiveness of their approach to creating a welcoming and engaging brand image through their online presence.

Cadbury’s enduring success in the confectionery industry can be attributed to its well-crafted marketing strategy. With a strong brand identity and a diverse range of products, Cadbury has captured the hearts of consumers worldwide. Their carefully balanced pricing strategy caters to a wide range of consumers, making their products accessible to all. Through advertising, public relations, sales promotions, and social media marketing , Cadbury has effectively promoted its brand and products.

Innovation is at the core of Cadbury’s success. By continuously developing new and exciting products, they have remained ahead of the competition. Cadbury’s corporate social responsibility initiatives and strategic partnerships have also contributed to their industry leadership.

To sustain its position in the market, Cadbury must address the challenges of enhancing its virtual presence and expanding its online reach. With a well-crafted distribution network, Cadbury’s products are available globally, ensuring that chocolate lovers everywhere can indulge in their favorite treats. By engaging with the community through social media and interactive initiatives, Cadbury has built strong customer relationships and enhanced its reputation.

As Cadbury looks towards the future, their commitment to sustainability and fair trade will continue to be a driving force. With a rich heritage dating back to 1824, Cadbury’s iconic branding and innovative marketing strategies have made it a leader in the confectionery industry. Through seasonal campaigns, brand partnerships, and global localization strategies, Cadbury will maintain its position at the forefront of the industry.

What is Cadbury’s brand identity?

What products does cadbury offer, how does cadbury balance its pricing strategy, how does cadbury distribute its products, how does cadbury create an emotional connection with consumers, what sales promotion strategies does cadbury use, how does cadbury prioritize product innovation, does cadbury collaborate with other brands, how does cadbury leverage social media, what has been the key to cadbury’s enduring success, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

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Home » Management Case Studies » Case Study: Cadbury Crisis Management (Worm Controversy)

Case Study: Cadbury Crisis Management (Worm Controversy)

In India chocolate consumption was very low in the early 90’s but as the decade advanced the consumption drastically increased. The late 90’s witnessed a good chocolate market condition. The chocolate market in India is dominated by two multinational companies — Cadbury and Nestle. The national companies – Amul and Campco are other candidates in this race. Cadbury holds more than 70% of the total share of the market. Nestle has emerged by holding almost 20% of the total share. Apart from chocolate segment, there is also a big confectionery segment which is flooded by companies like Parry’s, Ravalgaon, Candico and Nutrine. All these are leading national players. The multinational companies like the Cadbury, Nestle and Perfetti are the new entrants in the sugar confectionery market. (Management paradise) There are several others which have a minor share in these two segments. According to statistics, the chocolate consumption in India is extremely low. If per capita consumption is considered, it comes to only 160gms in the urban areas. This amount is very low compared to the developed countries where the per capita consumption is more than 8-10kg. Observing this fact it would not be appropriate to consider the rural areas of India as it will be extremely low. This low consumption is owing to the notion behind consuming chocolates. Indians eat chocolates as indulgence and not as snack food. The major target population is the children. India has witnessed a slow growth rate of about 10% pa from the 70’s to the 80’s. But as the century advanced the market stagnated. This was the time when Cadbury launched its product- Dairy Milk as an anytime product rather than an occasional luxury. All the advertisements of Dairy Milk paid a full attention to adults and not children. And this proved to be the major breakthrough for Cadbury as it tried to break the conventional ideas of the Indians about chocolate.

The Worm Controversy

On October 2003, just a month before Diwali, the Food and Drug Administration Commissioner received complaints about infestation in two bars of Cadbury Dairy Milk, Cadbury India’s flagship brand with over 70% market share. He ordered an enquiry and went directly to the media with a statement. Over the following 3-week period, resultant adverse media coverage touched close to 1000 clips in print and 120 on TV news channels. In India, where Cadbury is synonymous with chocolate, the company’s reputation and credibility was under intense scrutiny. Sales volumes came down drastically in the first 10 weeks, which was the festival season; retailer stocking and display dropped, employee morale – especially that of the sales team – was shaken. The challenge was to restore confidence in the key stakeholders (consumers, trade and employees, particularly the sales team) and build back credibility for the corporate brand through the same channels (the media) that had questioned it.

In defense, Cadbury issued a statement that the infestation was not possible at the manufacturing stage and poor storage at the retailers was the most likely cause of the reported case of worms. But the FDA didn’t buy that. FDA commisioner, Uttam Khobragade told CNBC-TV18, “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.”

That was followed by allegations and counter-allegations between Cadbury and FDA. The heat of negative publicity melted Cadbury’s sales by 30 per cent, at a time when it sees a festive spike of 15 per cent.

Remedy for the Worm Controversy

A focused and intense communications program was implemented over the next six months to rebuild credibility and restore confidence among the key stakeholders. The results:

• In media, the key message that infestation was a storage-linked problem, not manufacturing related , found widespread acceptance. Across the board, media carried Cadbury’s point-of-view on the issue.
• Sales volumes climbed back to almost to pre-crisis levels eight weeks after the launch of new packaging — a concrete step taken by the company to minimize the incidence of infestation. This reflected consumer confidence in the brand and the company.
• There was significant upward movement in ratings amongst consumers on parameters like company’s image, responsiveness of company and behavioral parameters like intention to buy Cadbury chocolates.

The last two helped to restore faith in the corporate brand among the trade and employees.

Marketing Challenges and Objectives

The immediate objective was to get the following key messages across:

• Infestation could never occur at the manufacturing stage
• The problem was storage linked; this without alienating trade channels
• Cadbury Dairy Milk continued to be safe for consumption

The challenge was to restore confidence in the key stakeholders (trade and employees, particularly salespersons) and build back credibility for the corporate brand through the same channels (the media) that questioned it.

Phase 1: Presenting Cadbury’s View (October-December 2003)

The day the crisis broke, the agency set up a media desk to ensure that no media query went unanswered. From Day 1 every story carried Cadbury’s point of view. At the first media briefing organised by the agency, the Cadbury’s Managing Director addressed consumer concerns with the following key messages:

• Infestation is a storage linked problem.
• It is safe to eat Cadbury chocolates.
• Consumers must exercise the same care in purchasing a chocolate as they would when buying any food item.
• 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’ –to be launched within two months.

An Editorial Outreach program with 31 media editors across 5 most affected cities was orchestrated by the agency to get senior Cadbury spokespeople to share their version of 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. The trade was 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 faced- reinforcing the company’s commitment to quality. From the beginning, a series of town hall meetings were held with senior managers addressing employees

to ensure they were updated on the proactive actions being taken by Cadbury to manage media, help trade and ensure future occurrences of such incidents were kept to the minimum. Regular email updates from the MD were also used to communicate the company’s point of view and to ensure consistency of messaging since employees are the company’s ambassadors.

The new ‘purity sealed’ packaging was launched in January 2004. 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.This entailed double wrapping for maximum protection to reducing the possibility of infestation. This was a big step involving investment of millions of dollars and getting on stream a production process in 8 weeks, that would normally take about six months. To communicate these significant changes the company was making, Cadbury brought in a brand ambassador to reinforce the credibility that the company had demonstrated through its actions. Amitabh Bachchan , a legendary Indian film star, was chosen, as he embodied the values of Cadbury as a brand and connected with all of India – mothers, teenagers, children, media persons and trader partners.

Another audio visual with a message from the star was used in a series of sales conferences to enthuse and reassure salespersons. And this helped to rebuild confidence in the salespersons to go and sell the product more convincingly and confidently to the trade. The announcement of the new pack was done through a testimonial advertisement on TV called ‘Sincerity’. It consciously addressed the problem head-on, with the superstar talking straight into camera about how before doing the ad he first convinced himself about the quality of Cadbury chocolates by visiting the factory. Consumers respected the brand for not skirting the issue but acknowledging it and giving a solution to the problem. This was Public Relations using a TV Commercial to get key messages across!

Campaign Results:

• Media Coverage : The media relationship effort clearly helped in making media accept that the infestation was genuinely caused by storage-linked problems. From the start, all media reports carried the Cadbury’s point-of-view. Bad news automatically gets great coverage. However, the agency helped Cadbury get a total of 378 clips in over 11 languages covering the new packaging, and its benefits, in January 2004. The Business Today clip is a typical representation of the changed media perception and a better understanding of the problem over a three month period.
• Sales : Sales volumes, which declined drastically between week 1 and week 10 of crisis, climbed back almost to the pre-incident levels by week. 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.
• 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. While the new product introduction and advertising had their role to play in the changing consumer perceptions, the media’s positive coverage and the trade’s positive pre-disposition played a huge part in helping Cadbury regain its reputation in the market.

Role of Public Relations

The PR department of Cadbury’s played a very effective role in managing the reputation and keeping up the goodwill of the company.

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Cadbury Launches Personalised Videos for New Market and Product Line

Cadbury, a Mondeléz International Inc. brand, is the second largest confectionery brand in the world, operating in more than 50 countries worldwide. They’re well known for their clever and creative marketing and advertising campaigns. But they might have outdone themselves this time.

Cadbury has launched two successful campaigns using Idomoo Personalised Video to raise brand awareness, increase market penetration and connect emotionally with customers.

The first campaign, focusing on premium Cadbury Glow gift chocolate, was launched in India where chocolate gifting represents only 5%-7% of the total market, compared with 15%-35% in other areas. Cadbury’s goal was to increase their market penetration in India for this type of product.

Their second campaign was targeted at Australian customers. The company wanted to introduce consumers to new flavors in its Dairy Milk line and create a personal and emotional consumer-brand connection.

Penetrating the Chocolate-as-a-Gift Market in India

Cadbury’s India-based campaign for Cadbury Glow was designed to promote the idea that chocolate was a thoughtful gift to give. In India, chocolate didn’t have a strong footing in the gift-giving market compared to other places in the world.

To encourage the idea of chocolate as a gift, Cadbury India launched an integrated social video marketing campaign centred around Idomoo’s Personalised Video platform.

In the campaign, users could automatically create a Personalised Video that incorporated photographs and names pulled from their Facebook profile. Users started their journey by visiting the Cadbury Glow landing page, linking it to their Facebook profile and entering the phone number of the gift recipient.

The recipient could then view the video when they received a box of Cadbury Glow chocolate, either through a QR code or by entering their phone number on the Cadbury Glow page.

This Cadbury campaign was also supported by a multichannel integrated digital effort, including social media featuring Rajkummar Rao and Aditi Rao Hydari, well-known Indian celebrities. All in all, it’s one of the best Personalised Video marketing examples we’ve seen.

Introducing New Flavors in Australia

Cadbury’s Australian campaign, created to build interest in the new Dairy Milk flavors, was equally engaging.

A “Flavour Matcher” app, designed using Idomoo’s Personalised Video platform , matched users with one of 12 Cadbury flavors based on data such as their age, location and interests. The participants then received Personalised Videos celebrating their Flavour Match. This integrated with their Facebook profile photo and included a CTA to share the video using a hashtag.

Customers were exposed to the campaign through various paid and unpaid channels using creative content designed by Saatchi and Saatchi, Cadbury’s advertising agency.

The Results

Cadbury found both campaigns to be incredibly successful. A whopping 90% of viewers watched their Personalised Video to completion, reflecting a high level of engagement and personal investment. Over 12% of viewers went on to share their video with friends on social media.

Cadbury achieved a 65% click-through rate with campaign recipients and a 33% conversion rate from viewers who completed a subsequent promotion form.

Success stats at a glance:

• 90% of viewers finished watching their video
• 65% CTR for the campaign
• 33% conversion rate

Overall, the Cadbury campaigns did an excellent job of leveraging data to deliver an ultra-personalised brand experience. Strong engagement across the board means Cadbury hit their mark with customers and established a positive, memorable impression.

Looking Ahead

With the strong results from these two campaigns, Cadbury, Saatchi and Mondeléz International have planned upcoming Personalised Video campaigns with Idomoo in other global markets, starting with Singapore.

The positive reactions, awareness and conversions achieved through the use of these innovative, data-driven videos have given Cadbury a refreshing way to connect with current and future customers and create emotionally engaging experiences. Through the use of Personalised Video, Cadbury found a way to take its social media marketing strategy beyond the “like.”

Contact Us To Learn More

I invite you to book a one-one-one demo with a Personalised Video consultant to learn how Idomoo can help you revolutionise your customer experience and boost your bottom line.

We work with some of the world’s leading brands in banking , travel , telco and many more industries, helping them upgrade their digital communications with the power of data-driven video. Whether your goal is customer acquisition, retention or simply cutting call centre volume , Personalised Video is a practical solution that works. We’d love to show you how it all works.

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Mondelez launches Cadbury Glow luxury packs

Brand agency Pearlfisher has designed a luxury chocolate gift offering for Mondelez India Foods – Cadbury Glow.

The chocolate pralines are crafted in Europe, and special attention has been taken post production in designing and packaging.

The design and manufacture of the packs was a joint collaboration with Pearlfisher, AiR Innovation, Multi Packaging Solutions and DS Smith.

The elegant pack design is made from metallised cartonboard with a number of premium finishes and effects including shimmer varnish, spot gloss and embossed and debossed details.

The long, shimmering sleeve with ribbon detail evokes premium cues with no raw edges and neat, strong creases that further promote the quality of this new brand.

Using laser scribing technology, the film is flow wrapped around the individual pralines to accentuate the curved shape of the praline.

Siddhartha Mukherjee, director, chocolate category & media, Mondelez India Foods, said India is the first country to launch Cadbury Glow.

“We are confident that consumers across the country will be excited about our year-round luxury gifting brand.”

Top 10 Cadbury India Marketing Campaigns Over the Years

The word “Cadbury” has become synonymous with chocolate in India. It is the first thing that comes to mind when someone says chocolate.

The exceptional chocolate brand has not only wooed the audiences with its taste but also with its wondrous ad campaigns. For years, the video campaigns done by Cadbury have resonated deeply with the viewers.

Cadbury has done everything from heart-warming jingles like “Kuch Meetha Ho Jaaye” to launching an initiative called “The Wrapper That Gives” in association with Reliance Jio. Today, we will look at some of the exceptional marketing campaigns of Cadbury India.

About Cadbury

John Cadbury established Cadbury in 1824 in Birmingham, England. Later in 2010, the company was acquired by Kraft Foods and is currently helmed by Mondelez International.

Cadbury came to India in 1948 with its headquarters in Mumbai, Maharashtra. Cadbury India started by importing Cadbury chocolate into the country. Its primary product line was chocolates which accounted for 70% of its sales in the country. Cadbury Dairy Milk alone accounted for 30% of the total Indian chocolate industry.

Cadbury has several product lines in India, including chocolate confectionery, cookies, candies, and drinks. Some of the most iconic Cadbury products include Dairy Milk, Bournvita, Tang, Oreo, etc.

Evolution of Cadbury India’s Marketing Strategy

Cadbury has been around for a long time. As one of the best confectionery companies globally, it has devised new-fangled ways to market its products. However, this was not always the case. When Cadbury was first launched in India in 1948, it was not as famous as it is today.

The company’s popularity rose in 1994 when it launched its marketing campaign “Asli Swad Zindagi Ka” (the real taste/essence of life). The ad campaign promoted the Cadbury chocolate to the adult population; as earlier, the promotion was limited and aimed only at kids. This campaign marked a turning point in the company’s business in India. It was a pioneering campaign that focused on the concept that everyone is young at heart, and it’s time to let that part of oneself shine.

After that, Cadbury became famous for its heart-warming and unique advertisements that kept on evolving through the years. Soon, Cadbury chocolate became closely associated with the word “Meetha” (sweet), which was a well-thought-out strategy to counter traditional sweets in India.

2003 Cadbury Controversy

In 2003, Cadbury’s reputation was jeopardized because of the Dairy Milk worm scandal. Consequently, the sales took a dip by 30%. For several months, the company did not even launch any marketing campaign. However, they came up with an advertising plan that talked about their new purity seal packaging when they did. Owing to its creative marketing tactics, the company rose from the controversy and got back on its feet in no time.

In 2004, Cadbury improved its branding and signed Mr. Amitabh Bachchan as its first celebrity ambassador. He not only assured people of Cadbury’s purity but once again helped the company to boost consumerism and establish itself as a trusted brand.

Over the years, Cadbury has consistently adjusted to India’s changing sentiments and culture. This has helped it to become a leading household name. The company also creatively launched Cadbury Celebrations for every festival and occasion, thus becoming a leader in the industry.

10 Memorable Cadbury India Ads and Why They Were Effective

Cadbury India is one company that has launched many unique and successful marketing campaigns that have left a lasting impact on its sales and branding.

To better understand Cadbury’s India marketing strategy, let us look at some of the most iconic campaigns launched by the brand over time.

1. Cadbury Dairy Milk: Kuchh Khas He Zindagi Mein

This was one of the oldest advertisements launched by Cadbury back in the 90s. The ad showcased a cricket match where a player hits the ball out of the park, and a young woman eating Cadbury chocolate runs to the field and dances with joy.

The ad came out as a breath of fresh air and aptly captured the unrestrained love and joy of the woman dancing, oblivious to thousands of people watching her, while she enjoyed her chocolate bar. The ad shattered the stereotype and brought in a new definition for the love of chocolate.

This ad campaign was such a huge hit that Cadbury recently recreated it. In the new ad, a female cricketer hits a six, and a male spectator comes running to the field while dancing in joy. And the iconic slogan “Kuchh Khas He Zindagi Mein” plays in the background.

2. Cadbury Dairy Milk: Pappu Pass Ho Gaya

Another famous ad campaign launched by Cadbury was “Pappu Pass Ho Gaya” in the mid-2000s. The campaign aimed to target the lower SECs in the smallest of the towns in the country and trigger desired consumer behavior. It focused on increasing chocolate consumption amongst the youngsters.

The catchphrase “Pappu Pass Ho Gaya” was very similar to saying “Lottery Lag Gayi,” which created tons of happiness. The commercial was a big change from the earlier refined Dairy Milk ads. Amitabh Bachchan was a part of the ad campaign and further charmed the audiences with his appeal and charisma.

URL: https://youtu.be/DK3FCkf8xZA [2]

3. Cadbury Milk Shots: Mann Mein Laddoo Phoota

This campaign was launched for Cadbury’s milk shots. This was another iconic and memorable ad campaign that resonated with the audience.

It was wildly successful as it compared the chocolate shots to a traditional laddoo, giving people something to hang on to. Ogilvy further created another series of memorable ads, followed by “Beta, Mann Mein Doosraa Laddoo Phoota?”

4. Cadbury Dairy Milk Silk: Kiss Me

Advertising jingles are great tactics to establish your brand entertainingly and memorably. And Cadbury has fully exploited this tactic with its “Kiss Me” jingle.

This ad with the jingle was launched for Cadbury Dairy Milk Silk chocolate. And ever since, it has been used in various ads. One of the first “Kiss Me” ads showcased two young puppeteers longing so much for the Dairy Milk Silk that they began indulging while amid a performance. The ad highlighted the irresistibility of Silk chocolate and made it an in-demand product.

5. Cadbury Dairy Milk: Meethe Me Kuchh Meetha Ho Jaye

Everyone remembers the sweet and innocent girl in the ad who was hesitant to share her Cadbury chocolate with her family members at the dinner table.

This was a sweet and undeniably cute ad that resonated with all the Indian families. And this is because it addressed every family’s primary concern – Meethe me kya hai?

6. Cadbury Dairy Milk: Shubh Aarambh

This heart-warming Cadbury ad reinforced faith in Indian customs, especially where people believe in eating something sweet before starting something new. Through the ad, Cadbury positioned itself as a “sweet” token that can be consumed as good luck before starting a new venture or “shubh aarambh.”

7. Cadbury Celebration: Iss Diwali Aap Kisko Khush Karenge?

This ad was one of Cadbury’s first and highly successful attempts to tap into festivals such as Diwali and Raksha Bandhan with Cadbury gifts. The company launched a series of ads that rejoiced the core of the Diwali festival and spread joy with a pack of Cadbury Celebration.

One of the best ads from this campaign was when a grown-up man apologizes to his neighbor for constantly troubling him when he was a little kid. He gifts a box of Cadbury chocolates to bring him the ultimate joy.

8. Cadbury Dairy Milk: Dil Jo Keh Rahaa Hai Suno

This Cadbury Dairy Milk ad was a treat for all music lovers. Renowned singer Amit Trivedi sang the commercial’s song and featured actress Nimrat Kaur. The song had a beautiful meaning that resonated with the audience.

The ad was an instant hit not only because of the stars in the commercial but because it celebrated the small and significant moments in life, such as a snow fight.

9. Cadbury Dairy Milk Silk: How Far Will You Go For Love?

This was another one of Cadbury’s iconic ads primarily targeted at millennials . It was launched for Valentine’s Day, an outstanding move that helped rope in many sales.

The message in the campaign was simple–This Valentine’s Day, how far will you go for your love? It featured the hashtag #PopYourHeartOut. It was a great campaign that romanticized the idea of enjoying Dairy Milk Silk on Valentine’s Day. It also featured the famous youth icon, Kartik Aryan.

10. Cadbury Oreo: Stay Home and Stay Safe

Last but not least, this ad came out as a new and refreshing concept when the world was battling with Covid-19 pandemic. Cadbury’s Oreo biscuit ad targeted young children and encouraged a sense of playfulness in them amidst these uncertain times. It used the slogan “Make Way for Play.’ The ad was brilliantly conceptualized and perfectly used an ongoing situation: staying at home.

Key Takeaways

● Cadbury India is one confectionery company that creates a lot of news for its unique and successful marketing ad campaigns.

● Over the years, the company has launched many ads that have promoted the brilliant taste of the Cadbury products and given fantastic brand equity to the company.

● Cadbury addresses the requirements of every consumer, from childhood to adulthood, from impulse purchases to family treats.

● The company designs products that are made to coincide with occasions and festivals such as Christmas, Raksha Bandhan, Valentine’s Day, Diwali, Mother’s Day, etc.

● This strategy encourages a link between Cadbury chocolate and these events, ensuring a Cadbury product available for each occasio n.

Cadbury is a brilliant brand that seldom fails to develop unique advertising concepts and ideas. The company goes the extra mile to charm the audience and boost consumer engagement. The brand has slowly and steadily evolved its marketing efforts to meet the changing consumer requirements.

The company has really experimented and recorded success in great numbers when it comes to Cadbury’s India marketing strategy, and the memorable ads from over the years we’ve listed above are testament to their success.

Ogilvy Melbourne is responsible for launching most Cadbury Dairy Milk’s advertisement campaigns.

Cadbury India deals in a wide range of products. From Cadbury Dairy Milk to Cadbury Hot Chocolate, different products are enjoyed by every stratum of society. For instance, Cadbury Bournvita is popular among kids and millennials, while high-salary individuals love Cadbury Temptations and Bournville. Similarly, the main target market for Cadbury Dairy Milk Silk is millennials

Cadbury is a leading confectionery brand in the world. Its biggest competitors are Mars, Nestle, and Hershey’s.

The marketing strategy of Cadbury covers 4Ps: Product, Place, Price, and Promotion. Marketing strategies such as product innovation, promotion planning, pricing approach, etc., are the strategies based on Cadbury’s marketing mix that help the company succeed.

Cadbury uses many different channels to promote itself. This includes online, television, posters, newspaper, and radio. Ever since its establishment, the company has made great efforts to make its products reach the people in urban and rural areas.

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Cadbury glow to make india debut.

• Business Standard " target="_blank">Business Standard
• August 27, 2014

Mumbai: In what is a clear signal of the importance of India in snacks and beverage major Mondelez International's scheme of things, the latter will be unveiling its new chocolate gifting brand Cadbury Glow in the country next month.

This is the first market where the newest entrant to Mondelez's global chocolate portfolio will be launched, Siddharth Mukherjee, director, chocolate category & media, Mondelez India Foods Ltd, said in an exclusive conversation with Business Standard.

Other markets will follow post the India launch, which will involve targeting high-end retail outlets, hotels, airports, departmental stores in cities such as Delhi, Mumbai, Pune, Ahmedabad, Bangalore, Hyderabad, Chennai, Ludhiana, Chandigarh and Kolkata, Mukherjee said.

This is the third chocolate gifting brand in Mondelez's India portfolio after Cadbury Celebrations and Toblerone and is positioned as a luxury product with a price point of Rs 400 for a 16-unit pack and Rs 600 for a 24-unit pack, Mukherjee said. Cadbury Celebrations one of Mondelez's chocolate gifting brands is a mass-market product available from Rs 50 to Rs 150 for different stock keeping units, while Toblerone is a premium chocolate gifting option that is priced at Rs 65 per pack going upto Rs 400. Celebrations also has a premium gifting range called Rich Dry Fruit Collection that is available for Rs 250 going upto Rs 575 per pack.

"Cadbury Glow is an international product, which took two years to develop and involved inputs from different centres and three intermational design agencies. We are importing the product in bulk (from Bratislava in Slovakia where it is made) and repacking the product in India. We will look at manufacturing Cadbury Glow in India in the future," Mukherjee says.

With the current move, Mondelez is plugging a key gap in its product portfolio, which is the luxury chocolate gifting space catered to by high-end imported products such as Godiva Chocolates from Belgium.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.

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Complete Analysis on the Cadbury Marketing Strategy- A Case Study

By Aditya Shastri

Quick Read   Discover how Cadbury’s marketing strategy has solidified its position as a leading confectionery brand. This Cadbury case study delves into their innovative promotional tactics, digital marketing efforts, and strategic campaigns.

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Be honest – when you think of having something sweet, what’s the first chocolate that comes to mind? We bet it’s Cadbury! And this little fact shows just how powerful Cadbury’s marketing strategy really is.  When Indians think of ‘Kuch meetha ho jaye,’ Cadbury is the first brand that comes to mind.

In fact, for many Indians, the word ‘chocolate’ has been replaced by ‘Cadbury.’ Instead of asking, ‘Would you like some chocolate?’ people often say, ‘Would you like a Cadbury?’ This level of brand influence is a testament to Cadbury’s deep connection with its consumers.

Let’s dive into the Cadbury case study and explore how Cadbury has achieved this remarkable status.

About Cadbury

Source: Google

Founded in 1824 by John Cadbury in Birmingham, England, Cadbury has grown into one of the world’s largest confectionery brands. In this case study of Cadbury, we will understand how the company became the second-largest multinational confectionery company in the world after Mars. Known for its Dairy Milk chocolate, Cadbury’s mission is to spread joy through delicious treats. The brand has a rich heritage and is committed to quality, innovation, and sustainability.

Relevant Updated Statistics

Here are some of the latest statistics covered for better understanding.

• As of 2023, Cadbury’s parent company, Mondelez International, reported annual revenue of $28.7 billion [source: Mondelez International Annual Report 2023]
• Cadbury holds a market share of approximately 33% in the global chocolate confectionery market [source: Statista]
• Cadbury Dairy Milk is the leading chocolate brand in India with a 65% market share [source: Euromonitor]

As you keep reading on, you will understand how the company has set the stage for a deeper exploration in the upcoming case study of Cadbury.

What’s New With Cadbury

Here are the latest updates on Cadbury’s marketing strategy, focusing heavily on the marketing strategy of Dairy Milk to gain deeper insight into the brand.

Business News

Cadbury announced plans to invest £15 million in its UK production facilities to increase efficiency and sustainability.

Product Launch

In early 2023, Cadbury introduced a new line of plant-based chocolate bars, catering to the growing demand for vegan and dairy-free products.

Marketing News

Cadbury launched the ‘Donate Your Words’ campaign, encouraging people to engage in conversations to combat loneliness among the elderly.

Celebrity News

Cadbury partnered with British actor Idris Elba to promote its latest advertising campaign, focusing on spreading joy and kindness.

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Now, let’s move forward with our case study on Cadbury.

The company has evolved over the years in India and has included an array of quality products that have helped the company target loyal customers. So, let us understand its target audience by assessing it further in the coming section.

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Buyer Persona

Buyer’s Persona

Profession:

Web-Developer

• Seeking high-quality and trusted confectionery products
• Interested in enjoying and sharing moments of joy with family and friends
• Value innovation in flavours and product offerings

Interest & Hobbies

• Indulging in sweet treats and trying new chocolates
• Celebrating special occasions with loved ones
• Following food trends and exploring new confectionery products

Pain Points

• Concerns about sugar content and health impacts of consuming sweets
• Preference for sustainable and ethically sourced products
• The desire for more variety in low-calorie or sugar-free options

Social Media Presence

• Active on Instagram, Facebook, and Twitter
• Frequently shares and engages with content related to food, recipes, and celebrations

Cadbury uses this buyer persona to create marketing strategies that resonate with their audience’s motivations, interests, and pain points, ensuring their campaigns are both engaging and relevant.

Target Audience of Cadbury

To delve into the target audience details for Cadbury, we’ll focus on understanding their consumer demographics, preferences, and behaviours. Cadbury’s target audience typically includes:

Demographic Categorization

The company likes to experiment a lot when it comes to their packaging and taste. Kids are drawn to Cadbury products due to their colourful and eye-catching packaging. Wowie is such an example of this clever packaging that captivated children and drew them to the brand.

To target teenagers and young adults, Cadbury has trendy flavours and has introduced chocolates like Nutties, Silk, etc to cater for their needs and keep them glued to Cadbury.

Talking about adults and millennials, Cadbury’s exquisite range like Celebrations, Cadbury Temptations, Bournville, etc attracts this segment and satisfies their sweet cravings.

Geographic Categorization

With a stronghold in countries like the UK, Australia, India, South Africa, etc, Cadbury’s marketing strategy is to target now emerging countries like China, Poland and Brazil where the demand is rising for premium chocolates.

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Psychographic Categorisation

A key marketing strategy for Cadbury has been to link its chocolates with significant life events and celebrations, encouraging consumers to use Cadbury chocolates as a part of their festivities.

To make the brand diverse and inclusive to every customer, the brand has successfully included gluten-free and sugar-free chocolates in the marketing strategy of Cadbury like Cadbury Twirl, Bournville Orange, Creme Egg, etc to leave no stone unturned when capturing the market of chocolate lovers.

Let’s now proceed to explore the next aspect of Cadbury’s case study, that is, understanding the diverse marketing strategies employed by Cadbury to attain its profitable global position.

Cadbury’s Marketing Mix

As an iconic chocolate brand around the world, the marketing strategy of Cadbury includes a well-crafted marketing mix that assists the company in maintaining a strong brand identity, levelling up on market share and staying ahead of its competitors. Let’s understand the 4 Ps of Cadbury in detail.

Cadbury Case Study: Product

The product mix of Cadbury covers a diverse range of chocolates and other confectionery products that offer something sweet for every sweet craving. The cash cow of Cadbury, Dairy Milk holds a strong customer base and is famous for its smooth texture and super creamy taste. Let’s understand each aspect of Cadbury’s product mix in detail below:

Wide range of products : From classic to contemporary treats, Cadbury has it all. With a diverse product range, Cadbury has something or the other for each of its customers.

Signature Products : With unique products like Silk Oreo, Dairy Milk Crackle, etc, the company has unique flavours that attract consumers.

Festive and occasional delights : Gone are the days when only traditional sweets were used to celebrate any festival or joyous occasion. With the introduction of premium dry fruit chocolate boxes like the Cadbury Celebrations dry fruit range, the company has created a new category of users who can go for chocolates to celebrate auspicious occasions and milestones.

Continuous innovation : Even after being a prominent market leader with a good market share, the company aims to stay ahead of the game and evolve as the market demands. Cadbury has recently introduced Cadbury White Confetti, a milk chocolate for customers who prefer milk chocolates compared to cocoa chocolate bars.

Cadbury Case Study: Price

With a tempting variety of products, the company has strategically priced its chocolates. Cadbury aims to offer something to every segment of the society. The products are priced competitively and its premium range is slightly expensive to cater to its high-paying customers who are looking for luxury chocolates. Let’s get into the details:

Balanced pricing: Starting from a ₹1 Cadbury Eclairs to a premium bar of Bournville or a box of Celebrations, the company has a balanced price for all of its  products based on its production costs, market competition, and consumer preferences.

Different treats : Apart from delicious chocolates, Cadbury offers a range of cookies and beverages to cater to different segments of their customer base.

Pricing adaptation : The company evaluates its pricing strategy as and when needed. They aim to maintain the market position without making a hole in their consumers pockets.

Cadbury Case Study: Place

With a strong market hold, the company aims to provide delectable products to every nook and corner of the world. With production facilities available in countries like the UK, Poland, Russia, India, and Australia, the company focuses on maintaining the quality of the product and giving a hint of local flavours that keeps the consumers glued to the company.

Retail stops : Hands down, Cadbury has a robust network of supply systems. across retail outlets. One can easily find a bar of Cadbury chocolate in any retail outlet.

Wholesale Network : To ensure that Cadbury’s product reaches every nook and corner of the world, the company has a strong network of wholesalers who are responsible for the retailers in their area.

Direct sales: Apart from the wholesalers and retailers, the company has set up its own establishments and vending machines to serve its customers.

Cadbury Case Study: Promotion

Cadbury leaves no chance on the table when it comes to promoting its brand or being in the limelight. The company’s marketing mix uses various marketing channels like social media, public relations activities, etc, for marketing. Let’s understand each one of them in detail:

Out-of-Home Advertising : With a significant marketing budget, the company aims to be on top of consumer’s minds when they crave chocolate. To follow this, Cadbury has come up with creative ideas for promotion and uses out-of-home advertising heavily to showcase its products. You can refer to the image below for reference:

Use of Social Media : One of the biggest chocolate brands in the world knows how to keep up with the market. They understand the importance of an evolving marketing strategy and to maintain that, Cadbury is present on all the prominent social media platforms like Instagram, “X”, FaceBook, YouTube, etc.

Whether it’s a social media post or a TV commercial, the brand aims to build an emotional connection with its audience. Cadbury strategizes and posts creative stories about family or friends celebrating a moment of joy, festivals, togetherness, etc. Not just this, the brand focuses on UGC content and posts stories of their users. To keep up with the engagements, Cadbury conducts regular competitions on its social media where participants are rewarded with features, Cadbury goodies, discount codes, etc.

Catchy Taglines : Marketing and ad copies play a vital role in setting the tone of the brand and to reach to its target audience in India, the brand has used simple yet emotionally connecting taglines like “Kuch Meetha Hojae”, and “Mann Mein Laddoo Phoota” to trigger the emotions and create top of mind awareness about Cadbury.

Who knew Cadbury would use such an elaborate marketing strategy to solidify themselves in the market? But, this is not the case with just Cadbury. Many other companies use a variety of such strategies to create a buzz about themselves. Want to which of these companies are? Check out the business model of Ikea and the business model of Nike. I know two very different companies, but you will be surprised to know all about its workings.

Marketing Strategies of Cadbury

Cadbury employs various marketing strategies to maintain its market dominance. These include leveraging nostalgia, creating emotional connections, and focusing on seasonal and festive promotions.

Renowned for its innovation and wide varieties, Cadbury possesses everything that a brand needs to stand apart from the rest. The company’s basic marketing and brand principles are timeless yet open to new audiences.

Let’s discuss a few points related to the marketing strategies of Cadbury in detail:

Strong Positioning and Personality

Since Cadbury is one of the oldest players in the market, its iconic purple and white packaging builds a strong brand personality that helps users identify Cadbury products easily. Not just this, the brand has positioned itself as a go-to name when someone is craving sweets or just wants to celebrate some milestone. Cadbury’s marketing strategy has helped the brand imprint itself into its customer’s daily life and routine.

Product Innovation

Despite the success of products like Cadbury Perk, 5-Star, Gems, and Dairy Milk, the brand has continually explored new realms and flavours, never resting on its laurelsSome of its successful innovations include names like Cadbury Orea, Tang, etc.

Emotional Marketing Strategy of Cadbury

Believe it or not, the company doesn’t just sell chocolate. They market the feeling that comes with eating the bar. Here, the marketing strategies of Cadbury involve a lot of emotional connections to persuade its audience. A great example of this can be the TV commercials by the brand. One can always notice a family or a group of friends or couples enjoying and cherishing Cadbury.

Strategic Collaborations

Cadbury fully recognizes that growth requires collaboration and that one cannot achieve everything alone. To grow and capture the market, Cadbury collaborated with Kwality Walls and launched ‘Kwality Walls Oreo’ ice cream. Through this marketing strategy of dairy milk, the company was able to give customers a chance to explore a new taste and allowed both brands to introduce some freshness and form a long-lasting relationship among themselves.

Corporate Social Responsibility (CSR) activities

To enhance credibility and contribute to environmental sustainability, Cadbury’s marketing strategy included constructing reviews at multiple factory locations to conserve rainwater and replenish bore wells. Additionally, Cadbury partnered with Kerala Agricultural University for cocoa research, resulting in hybrids that boosted cocoa yields.

By taking this initiative, the company provided employment opportunities to various communities and touched the lives of thousands of farmers.

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Digital Marketing Strategies

Cadbury’s digital marketing strategy relies on a diversified approach. They excel at creating engaging content, building communities on social media, and utilising various digital tools to reach their target audience effectively.

Search Engine Optimization (SEO) Strategy

This Cadbury case study illustrates how the company strategically enhances its online presence through effective SEO practices. Beyond incorporating relevant keywords, Cadbury meticulously optimizes its website by structuring content to align with user search intents. For instance, pages dedicated to popular products like Dairy Milk or 5-Star are meticulously crafted to include keywords such as “Cadbury Dairy Milk chocolate” or “Cadbury 5-Star bar,” ensuring high visibility in search results.

Moreover, Cadbury leverages high-quality images not only to enhance user experience but also to optimize them with alt tags containing keywords related to their products. This approach not only boosts accessibility but also reinforces SEO efforts by making images searchable and indexable by search engines.

Social Media Marketing Strategy of Cadbury

Cadbury has a strong presence on major platforms like Facebook, Instagram, YouTube, etc. They customize content for every platform, acknowledging the distinct user base and demographics. The brand actively engages with followers on social media platforms by sharing festive recipes, interactive content, and updates about new product launches. Furthermore, their social media feeds are filled with mouth-watering photos and videos of their chocolates.

They also create interactive campaigns, share behind-the-scenes glimpses, and run UGC initiatives( Content created by users online)to keep followers engaged. Cadbury actively responds to comments and messages, fostering a sense of connection and value for their customers.

E-commerce Strategy

Cadbury’s online store provides a seamless shopping experience, with easy access to a wide range of products, personalised gifts, and exclusive offers.

Another marketing strategy of Cadbury is building its presence with the help of a mobile app. The Cadbury Joy Deliveries app allows users to send personalised chocolate gifts and explore unique recipes, enhancing customer engagement and brand loyalty.

Influencer Marketing Strategy

Collaborating with popular food bloggers and celebrities, Cadbury leverages their reach to promote new products and engage with a broader audience. Cadbury frequently utilises influencer partnerships for hashtag campaigns. A good example was the #HowDoYouSilk campaign for Cadbury Silk Chocolate. The brand collaborated with influencers to showcase creative ways to enjoy their product, generating user-generated content and brand awareness.

Marketing and Advertising Campaigns

Cadbury’s marketing strategy embraces variety and employs diverse approaches to connect with its audience. One of Cadbury’s most famous campaigns is the ‘Gorilla’ advert, featuring a gorilla playing the drums to Phil Collins’ song ‘In the Air Tonight.’ This campaign not only captivated audiences but also greatly increased sales and brand recognition.

Their recent ‘Donate Your Words’ campaign highlights their commitment to social causes, enhancing brand loyalty and community engagement. The “Donate Your Words” campaign was rolled out through a series of emotionally resonant advertisements and social media activations, encouraging consumers to participate actively in spreading awareness and contributing to the cause of loneliness among the elderly.

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Top Competitors

Cadbury, of course, isn’t the only chocolate company in the world. Naturally, they face competition from several other major players in the chocolate market.  The following case study will explore some of Cadbury’s top competitors:

A powerhouse in the industry, Mars boasts iconic brands like Mars bars (known for their chewy nougat and chocolate coating), Snickers (the world’s best-selling candy bar, famous for its combination of peanuts, caramel, nougat, and milk chocolate), and M&M’s colourful candy buttons with a chocolate centre, offering a variety of flavours and textures). They cater to a broad audience with a focus on fun, energy, and satisfying snacking experiences.

This Italian company is synonymous with luxurious chocolates. Ferrero Rocher, their flagship product, features a whole hazelnut encased in a crisp wafer, coated in milk chocolate and hazelnut pieces. Nutella, their hazelnut spread, is a global phenomenon enjoyed on bread, pastries, and even straight from the jar.

A global food and beverage giant, Nestlé has a strong presence in the chocolate market. KitKat, their most recognisable chocolate, features a wafer biscuit covered in milk chocolate and comes in a variety of flavours.

Hershey’s

This American company is a dominant force in the US chocolate market. Their flagship product, Hershey’s Kisses, are bite-sized milk chocolate drops wrapped in silver foil. They also offer iconic brands like Reese’s (peanut butter cups in milk chocolate), Hershey’s bars (available in a variety of flavours and textures), and Jolly Rancher (hard candies with various fruit flavours).

Lindt & Sprüngli

A Swiss chocolatier known for its premium offerings, Lindt produces high-quality chocolate bars, truffles, and other confections. They are known for their smooth texture and use of high cocoa-content chocolate. Lindt caters to a discerning palate and targets consumers who appreciate luxury chocolate experiences.

Each of these competitors offers unique strengths that challenge Cadbury’s market share. By understanding its competitors’ strategies and target audiences, Cadbury can continue to innovate and adapt its offerings to stay ahead in the ever-evolving chocolate landscape.

Failed Campaigns

Cadbury’s ‘unity bar’.

The Unity Bar was a product launched by Cadbury to promote diversity and inclusion. The idea behind the Unity Bar was to celebrate different skin tones by featuring a blend of dark, blended, and white chocolate in a single bar. However, the campaign received criticism for its perceived superficiality in addressing complex social issues. Critics and consumers felt that the campaign was performative and did not genuinely contribute to advancing diversity and inclusion.

The backlash against the Unity Bar campaign highlighted concerns about companies using social issues as marketing tactics without substantive actions or commitments behind them. Cadbury faced negative feedback from various quarters, prompting them to acknowledge the criticism. In response, Cadbury refocused its efforts on implementing more meaningful diversity initiatives both within the company and in the broader community. This incident underscored the importance of authenticity and genuine commitment in corporate social responsibility efforts.

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Being an old-school chocolate brand in the sugar-free era, Cadbury has always been successful in its offline campaigns with its engaging and relevant campaigns that have been a hit in the past, and the impact of that can be seen in the present as well.

It has also used digital marketing strategies to its advantage up to the extent there is still room for improvement. Once it successfully utilises digital fronts to its full potential, it will be able to create a very healthy overall presence. Only time will tell how it works upon its weaknesses and competes for its fair share of the market.

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With this, we conclude our case study on the marketing strategy of Cadbury. Don’t miss our curated digital marketing blogs—they might hold the key to your ideal course.

Frequently Asked Questions- Cadbury's Marketing Strategy

Cadbury's mission is to create delicious chocolate experiences that bring joy to people's lives while supporting ethical sourcing and sustainable practices.

Cadbury has a global workforce, but specific numbers can vary over time and by region.

Cadbury's latest product launch varies, as they regularly introduce new chocolate variations and seasonal treats to their product lineup.

Cadbury faces competition from major chocolate brands like Hershey's, Mars, and Nestlé.

The ‘Donate Your Words’ campaign by Cadbury aimed to raise awareness about loneliness among older people by removing words from its packaging to encourage conversations.

Cadbury engages with customers through social media, interactive campaigns, and personalised experiences to build connections and gather feedback.

Customers may experience concerns about product availability, pricing, and occasionally issues related to product quality or taste preferences.

The Cadbury Joy Deliveries app is a platform that allows users to send personalised Cadbury gifts to their loved ones, enhancing the gifting experience.

A notable Cadbury influencer could be someone like a popular food blogger or social media personality who promotes Cadbury products and engages with their audience.

Cadbury's Unity Bar was launched as a limited edition chocolate bar symbolising diversity and inclusivity, featuring different shades of chocolate to represent different skin tones.

Author's Note: My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India . Practical assignments, case studies & simulations helped the students from this course present this analysis. Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience. If you found this case study helpful, please feel free to leave a comment below.

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Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs...... [Read full bio]

we are design students and we were researching on Cadbury , we found your work . it is very helpful the way you have presented all the imp details in a crisp way with advertisements . GOOD WORK !!

Amazing Work Sir…I got full information I was looking for

If you’re intrigued by Cadbury’s brand journey and the secrets behind its consumer resonance, this case study offers valuable insights worth exploring further., This case also meticulously dissects Cadbury’s marketing strategy, unveiling its profound impact on Indian consumers which was very helpful for me.

Thanks for sharing. Reading this blog I got an idea about Cadbury’s marketing strategy.

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Cadbury Marketing Strategy: A Case Study

• February 1, 2024

Cadbury marketing strategy – Cadbury , the renowned multinational confectionery brand, has been delighting chocolate lovers for nearly two centuries with its wide range of delectable treats. From the iconic Dairy Milk chocolate bars to biscuits, cakes, and beverages, Cadbury has established itself as a global leader in the confectionery industry. 

But what sets Cadbury apart from its competitors? It’s their carefully crafted and successful marketing strategy. In this article, we will explore the key ingredients that make up Cadbury marketing strategy recipe for sweet success.

Read More : 7 Coca Cola Marketing Strategy 2024 – A Case Study

The Origins of Cadbury: A Chocolate Revolution

Cadbury’s journey began in 1824 when Quaker John Cadbury started selling tea, coffee, and drinking chocolate in Birmingham, England. His passion for chocolate led him to create a heavenly chocolate drink that soon gained popularity. 

As the business grew, Cadbury expanded its offerings and started producing chocolate bars. With the introduction of their first chocolate bar in 1849, Cadbury began its chocolate revolution.

Building a Strong Brand Identity

Cadbury marketing strategy – One of the essential elements of Cadbury marketing strategy is its strong brand identity. The Cadbury logo, with its vibrant purple background and bold typography, represents the brand’s simplicity, accessibility, and timelessness. 

It instantly captures the attention of consumers and creates a sense of familiarity and trust. Cadbury has also introduced a limited-edition golden logo, symbolizing exclusivity and elegance for their premium products.

Product Mix: Catering to Every Sweet Tooth

Cadbury marketing strategy – Cadbury’s product mix is diverse, offering something for every sweet tooth. From their classic Dairy Milk bars to a wide range of candies, gums, biscuits, and beverages, Cadbury has a treat for everyone. 

They continuously innovate and develop new flavors and products to cater to different market segments and meet the rising tastes and preferences of consumers. Cadbury’s product range includes iconic brands like Bournville, Eclairs, Oreo, Perk, and Dairy Milk Silk.

Pricing Strategy: Balancing Affordability and Luxury

Cadbury’s pricing strategy is carefully balanced to cater to a wide range of consumers. They offer products at various price points, ensuring affordability for cost-conscious consumers while also providing luxury experiences for those willing to indulge. 

Cadbury employs different pricing strategies, including skimming pricing for premium products like Cadbury Silk and economy pricing for mass-market favorites like Dairy Milk. Bundle pricing is also utilized during holiday seasons to offer value packs and attract more customers.

Extensive Distribution Network: Reaching Every Corner

Cadbury marketing strategy – Cadbury’s extensive distribution network plays a vital role in its global success. With production facilities in multiple countries and sales offices in major cities, Cadbury ensures its products are available in urban and rural areas alike. 

Their chocolates can be found in supermarkets, corner shops, and grocers worldwide. Additionally, Cadbury embraces e-commerce, making its products easily accessible through online platforms. Wholesalers, distributors, and vending machines also contribute to Cadbury’s wide reach.

Promotion: Creating a Sweet Connection

Cadbury marketing strategy revolves around creating an emotional connection with consumers. They employ various advertising techniques to showcase their products, using print and television advertisements to capture the attention of chocolate lovers. 

Cadbury also leverages social media platforms to engage with their audience, sharing enticing images and videos of their chocolates. They run campaigns that evoke nostalgia, celebrate festivals, and promote sharing sweet moments with loved ones.

Public Relations and Sponsorships: Supporting Causes and Celebrations

In addition to traditional advertising, Cadbury utilizes public relations and sponsorships to build its brand reputation and connect with its target audience. They sponsor events like music festivals and sporting competitions, associating their brand with joyful experiences.

Cadbury has also partnered with NGOs to support social causes and recognize unsung heroes. By aligning with these initiatives, Cadbury reinforces its commitment to corporate social responsibility and strengthens its bond with consumers.

Sales Promotion: Tempting Customers with Sweet Deals

Cadbury marketing strategy – Cadbury employs various sales promotion strategies to entice customers and boost sales. They offer discounts, coupons, and competitions to create excitement and incentivize purchases. 

Special promotions like “buy one, get one free” and seasonal offers during holidays attract customers and encourage them to indulge in Cadbury’s delicious treats. These sales promotions not only drive sales but also create a sense of urgency and exclusivity.

Innovation and Research: Sweet Surprises for Every Occasion

Cadbury’s dedication to innovation and research ensures that they constantly surprise their customers with new products and flavors. Their research and development team is constantly experimenting with new ingredients and packaging to create unique and exciting chocolate experiences. 

Cadbury introduces limited-edition products to celebrate festivals and occasions, catering to the evolving tastes and preferences of their consumers.

Building Strong Partnerships: Collaborations for Success

Cadbury marketing strategy – Cadbury understands that success is not achieved alone. They forge partnerships with other businesses to expand their market reach and create unique offerings. 

Collaborations with celebrities, sports teams, and other brands help Cadbury tap into new audiences and create buzz around their products. 

By leveraging the reputation and influence of their partners, Cadbury strengthens its brand presence and builds stronger relationships with consumers.

Digital Marketing Strategy

In the digital age, Cadbury recognizes the importance of a strong online presence. They harness the power of social media platforms to engage with their audience and foster a sense of community. 

Cadbury’s social media accounts feature mouthwatering images, interactive campaigns, and behind-the-scenes glimpses, keeping their followers eagerly anticipating new releases and promotions. 

By actively responding to comments and messages, Cadbury ensures that their customers feel valued and connected.

International Expansion: Spreading Sweetness Worldwide

Cadbury marketing strategy – Cadbury’s global success can be attributed to its expansion into international markets. With production operations in multiple countries and products available in over 50 nations, Cadbury has become a household name worldwide. 

They adapt their marketing strategies to suit different cultural preferences and consumer behaviors, ensuring that their products resonate with local audiences. 

Cadbury’s international presence has helped them gain a diverse customer base and establish themselves as a leader in the confectionery industry.

Read More : 9 Burger King Marketing Strategy – Case Study

Cadbury marketing strategy is a carefully crafted recipe that has contributed to its enduring success. From building a strong brand identity to offering a diverse product mix, employing effective pricing strategies, and leveraging extensive distribution networks, Cadbury has created a sweet connection with consumers worldwide. 

Their promotional efforts, partnerships, and commitment to innovation further differentiate them from their competitors. With a strong online presence and international expansion, Cadbury continues to satisfy sweet tooths everywhere, spreading joy and sweetness one chocolate at a time.

Lydia Pricillia

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Case Study: How Mondelez's Madbury become a pan-India campaign

Mondelez India's Madbury campaign gave fans an opportunity to experiment with the chocolate, putting them in driver's seat, garnering 823 mn impressions.

The Madbury campaign was extended to all markets, bringing in a regional aspect combined with UGC.

Category Introduction

The chocolate category in India is currently a $1.2 Bn category and currently growing at close to 11% (as per industry sources). With more than 65% market share (as per industry sources, quoting Nielsen), Mondelez India is the undisputed market leader of the category. Cadbury Dairy Milk is the biggest brand with the mother brand (inclusive of Silk) enjoying 42% market share (as per industry sources, quoting Nielsen).

Key themes expected to drive growth for the category are higher penetration of chocolates and premiumization. While the premium segment was virtually non-existent in this category about 10 years back, it is now the fastest-growing segment within the market and as of today contributes close to 25% of the overall category.

Brand Introduction

Cadbury Dairy Milk aims to be an optimistic and progressive brand talking about goodness in this imperfect world.

Through the Madbury initiative, the brand attempted to leverage the power of social media to advance, inspire, and connect the purpose of generosity amongst diverse set of consumers.

Madbury Campaign Summary

In India, snacking is a shared occasion with friends and family. Indian consumers believe that chocolate is one of the interesting items to consume during evening snacking occasions and hence, they look for variety and flavors during that time frame. They believe chocolates are a great way to bring people together especially when it is to try new and interesting flavors.

There is also a belief that every house has a secret ingredient or condiment that they most identify with and that it gives their cooking a unique ‘home cooked’ flavor. Basis this insight, Mondelez India launched Madbury 1.0 'Kaun Banayega Hamari Agli Cadbury'. A consumer-led, digital-first marketing campaign that gave India its very own Cadbury flavors made by the consumers. In the process, the brand leveraged the power of social media to involve them in making their own chocolate flavor with ingredients of their choice.

Problem Statement/Objective

Build brand love for Cadbury Dairy Milk by presenting Cadbury chocolate as a canvas for innovation of flavor innovation and personalization like never before.

Create an experience for the annual flavor activation for Cadbury Dairy Milk. Explore the invention of chocolate by the truest fans of Cadbury in India with their local & unique take on innovation.

The joy of creating one’s own flavored Cadbury with a unique name by the consumers.

• Creative designing that connects with the diverse and multi-dimensional consumer/fan base of Cadbury across the length and breadth of the country moving them to participate in our campaign.
• Effective media planning within the diverse Cadbury Dairy Milk target group to drive conversion & participation with every impression.

Also read: Case Study: How Doritos tapped 1K influencers to amplify #BlameItOnCrunch campaign

'Kaun Banayega Hamari Agli Cadbury' or the Madbury campaign involved a performance-driven initiative with a focus on the use of Facebook and Instagram tools to micro-target & create excitement amongst various cohorts from the target audiences to create their chocolate with its unique flavor & name.

View this post on Instagram Madbury 2020 is here! Think your Cadbury flavour can win? Log on to www.madbury.in (link in the bio) and invent your own Cadbury! #Madbury #MadburyCadbury #CadburyDairyMilk #InventYourOwnCadbury A post shared by Cadbury Dairy Milk (@cadburydairymilkin) on Oct 15, 2020 at 4:55am PDT

The brand created a 65-seconder video showcasing how multiple consumer cohorts across the country went about making their own Cadbury. They focused on utilizing the local flavors to create their own versions of Cadbury. 

The video was followed by posts across Facebook, Instagram, and Google Display, urging consumers to head to the Madbury website to invent their Cadbury. The website aimed to behave like a platform where consumers could play with the flavors, personalize their chocolate with specific names, color, etc.

View this post on Instagram What ingredients will you choose for your Madbury recipe. Head to choose your ingredients and make your own Cadbury. Link in the bio. #MadburyCadbury #Madbury #CadburyDairyMilk A post shared by Cadbury Dairy Milk (@cadburydairymilkin) on Dec 10, 2019 at 12:08am PST

View this post on Instagram Kahaan se aayegi humari agli Cadbury? Think your Cadbury flavour can impress everyone? Participate in Madbury 2020 contest now! Log on to www.madbury.in (link in the bio) and invent your own Cadbury! #MadburyCadbury #CadburyDairyMilk #InventYourOwnCadbury A post shared by Cadbury Dairy Milk (@cadburydairymilkin) on Oct 26, 2020 at 11:14pm PDT

The top 5 shortlisted flavors were put out for public voting on the site along with content pieces talking about the story behind each of the inventions.

The announcement campaign segued into the Madbury 2020 campaign urging consumers to go and create the next set of Madbury flavors, revolving around the thought of 'Kahaan Se Aayegi Humari Agli Cadbury'.

The brand partnered with Jio World to leverage its network with interactive and dynamic display personalized for all key scale cohorts from TG through Google and also recreate the website experience on their MyJio app.  

• Two winning flavors – India’s first-ever Cadbury flavors made by consumers – Cadbury Dairy Milk Hint O’Mint and Cadbury Dairy Milk Panjeer, created by Cadbury lovers Apoorva Rajan (Bengaluru) and Prabhjot Anand (Punjab), respectively.
• Over 8,50,000 Cadbury invention entries
• 40% from millennials
• 92% of mobile-first interactions
• 823 million impressions
• 39 million clicks
• 17 million fans engaged

Anil Viswanathan , Senior Director - Marketing (Chocolates), Insights and Analytics, Mondelez India, said, "Cadbury Dairy Milk’s ubiquity has been melted into unique versions to fulfill the various snacking needs of the nation, which reiterates its entrenchment in the lives of our consumers, as a household ingredients. Therefore, we launched Madbury to give all the chocolate lovers a chance to create their ‘Home Wala’ Cadbury, by experimenting with flavors and ingredients of their choice. As a result, further strengthening our consumer connect."

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