A CASE STUDY ON FEW INSTANCES OF WORMS IN CADBURY DAIRY MILK

CADBURY is a well known famous brand founded by JOHN CADBURY in 1824.Even after completion of more than 100 years,the brand is into hearts of many people.

The 3 key points to be noted regarding CADBURY includes,

●CADBURY is the topmost among FMCG brands in India.

●It is the world's leader in chocolates.

●It stands tall in food sector.

CADBURY decided to enter Indian markets in 1948 and they started its operation by importing.Now,they are having 5 manufacturing units all over India.

But suddenly in 2003,just a month before DIWALI few instances of worms were reported in its Dairy milk bars in MAHARASHTRA.

Maharashtra Food and Drugs responded to this case and they also seized the stocks of chocolates in their pune plant.Cadbury issued a statement where it mentioned that,problem of worms arose due to poor storage facility by the wholesalers and retailers.FDA denied the statement by saying that,packaging was improper.

Sales went down by 30% and their advertisements went off air. Also there was a lot of negative publicity.

As a part of recovery strategy CADBURY adopted 'PROJECT VISHWAS' which was a public relations campaign and an education initiative program covering 1,90,000 retailers from key states.It includes measures for trade,media and for employees.They educated retailers about having proper storage facilities and also distributed posters and leaflets on the issue to retailers.Also answered any questions asked by the media confidently.They also updated employees regarding decisions taken by them in meeting with seniors.

In January 2003,company launched a new double packaging that was able to wrap even the smallest 13gm chocolate in an aluminum foil,heat sealed for complete protection from all sides.A video with packaging and factory shots for television coverage was also launched.

Then,CADBURY came up with strong ad campaign with AMITABH BACHAN as the brand ambassador.It helped them to back the consumer satisfaction.The expenses went up by 15%.

After that incident CADBURY takes a great care of all their products they have. Their market share is around 35% in India now.It is leading in chocolates sector.

MALAVIKA VJ