cadburyworm & halal case study

Background Cadbury

Type of Organization

O Mainly focus in producta. Chocolate in bar

b. Chocolate in bags, boxes and tins

c. Chocolate in drinks

Target Clients/ CustomersOBreak segment- product which are

normally consumed as a snack break

and often with tea or coffee

OImpulse segment- products are most often

purchased on impulse, for eating there

OTake home segment- products that are

normally purchased in supermarkets, taken

home and consumed at a later stage

OGift segment- boxes of chocolates and other

products purchased for gift occasions

Main activity of Cadbury company

Cadbury is a confectionary producing company

but mostly focus on manufacturing of chocolate

and related product.

OThere are three kinds of confectionary:

1. Chocolate (55%)

2. Gum (14%)

3. Candy (31%)

Others activity of Cadbury company1. Package the product and provide delivery service.

2. Set up a CSR website DearCadbury.com.

3. Bournville site had opened to the public for visit.

4. Set up many entertainments for young kid and tour visit with details

board explanation for adult.

The Worm Infested Cadbury Bar in India

Non-halal Cadbury Chocolates

Crisis Management Plan

O IMC ( Integrate Marketing Communication)

Upgrading the profile of the company in long run

Make use of the strength of every kind of media channel to insert

message.

Elements

O Stand alone or embedded

O Ensure the capacity to create a microsite as soon the crisis

happen

O Social media to leverage the microsite

O Updates consistently

O Evaluation

Plans and method of Communication

Cadbury’s worm-infested candy bars (India, 2003)Phase 1: Presenting Cadbury’s view (October-December 2003)

- set up a media desk immediate to ensure that media query being

answer.

- launched ‘Project Vishwas (Trust)’:

For Media

set up media desk to updates and answered every media query.

Editorial Outreach program

For Employees

updated employees on the proactive actions being taken by Cadbury India to manage

media.

For Trade

monitoring on quality checks regarding storage requirements.

press ad regarding 'Facts about Cadbury' informing about Cadbury India’s

manufacturing and storage and remedial measures.

a toll-free number and an email id to contact the company directly.

Phase 2: Packaging change (January- March 2004)

-Significant new packaging: ‘reduce dependency on

storage conditions as much as possible’.

-Audio-visual from the brand ambassador

Bachchan was shown in string of sales

conferences to reinforce the credibility.

-Video news release with packaging shots and

factory shots called ‘Sincerity’.

Non-halal Cadbury Chocolates (Malaysia, 2014)

-Recalling the relevant products.

-Cadbury Malaysia has issued apologetically sounding statements in

their post on its Facebook page, stating the company will do anything to

investigate the incident.

-Publish press statement: “Cadbury is confident our chocolates are halal”

striving to save the trust form the consumer.

-Created a microsite (http://www.cadbury.com.my/#home) that enveloped

their normal website relaying their definitive position: Cadbury chocolate

made and sold in Malaysia is certified Halal.

-Opened its doors to invite a panel

of religious leaders and scholars to

their manufacturing plant.

-A series of campaign strategy:

slogan

media and publicity plans: free samples, official news release, etc.