CadburyWorm & Halal Case Study

1. Background Cadbury

3. Type of Organization
O Mainly focus in product
a. Chocolate in bar
b. Chocolate in bags, boxes and tins
c. Chocolate in drinks

4. Target Clients/ Customers
OBreak segment- product which are
normally consumed as a snack break
and often with tea or coffee

5. OImpulse segment- products are most often
purchased on impulse, for eating there

6. OTake home segment- products that are
normally purchased in supermarkets, taken
home and consumed at a later stage

7. OGift segment- boxes of chocolates and other
products purchased for gift occasions

8. Main activity of Cadbury company
Cadbury is a confectionary producing company
but mostly focus on manufacturing of chocolate
and related product.

10. OThere are three kinds of confectionary:
1. Chocolate (55%)
2. Gum (14%)
3. Candy (31%)

11. Others activity of Cadbury company
1. 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.

12. The Worm Infested Cadbury Bar in India

15. Non-halal Cadbury Chocolates

17. 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.

18. 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

23. 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)’:

24. 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.
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.

25. 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’.

26. 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.

27. -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.