Cadbury dairy milk worm case
Cadbury worm case 2018
The advert acknowledged and admitted the problem. The world has been a witness to the packaging evolution of Cadbury Dairy Milk. On October 16, local members of a political party descended on the company headquarters. The blend of taste that Dairy Milk had, got the consumers pulled towards the brand more and more. 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. Simultaneously, senior Cadbury spokespersons had one-on-ones with the Editors of the Outreach program initiated in November Cadbury remains at the top of the Indian chocolate market because of its quality products and the memorable ways it communicates with consumers. But what the company did in January is what really helped de-worm the brand. The multinational companies like the Cadbury, Nestle and Perfetti are the new entrants in the sugar confectionery market. And this was followed with press conferences in cities worst affected by the crisis — Pune and Nagpur in Maharashtra and Cochin in Kerala. This is a clear reflection of restoration of consumer and hence trade confidence in the corporate brand. The trade, and consumers, were reached nationally through a press ad Facts about Cadbury, released in 55 publications in 11 languages. Santosh Desai, former president, McCann-Erickson says, "The nature of the relationship that Cadbury's has built with the consumer is responsible for latitude the consumers are giving it. The last two helped to restore faith in the corporate brand among the trade and employees.
And this helped to rebuild confidence in the salespersons to go and sell the product more convincingly and confidently to the trade. It is unlike advertising, where you are sharing skills of planning, creative and media buying teams with an out-sourced agency.
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. Most of us who have been married definitely understand the beauty and the enigma that the relationship between this duo brings to our lives so this interesting concept of sharing something sweet to explore a bridge connected with the audience on an emotional level.
It presented facts about Cadbury manufacturing and storage and highlighted corrective steps being taken by the company. 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.
While the new product introduction and advertising had their role to play in the changing consumer perceptions, the medias positive coverage and the trades positive pre-disposition played a huge part in helping Cadbury regain its reputation in the market.
It is safe to eat Cadbury chocolates.
Although the new packaging with metallic poly-flow proved to be costlier by per cent, Cadbury decided not to hike its price. A well — oiled supply chain machinery has driven it for years to make its way to the remotest areas in the country and be displayed at the top shelf of stores.
The world has been a witness to the packaging evolution of Cadbury Dairy Milk.
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