Countering the worms controversy

Presented by: Rahul Arora E14 Sahil Arora E22 Arpit Goenka E17 Manan Chadha E24

We know you love it but was it all that easy ????

.and then the worms crawled in

EffectsS A L E S

30%

Project Vishwas New imported machinery Packing cost 15% higher Roped in Big B

1.Evaluate the IMC in the worm crisis management by Cadbury. What was the objective of the campaign Cadbury took the responsibility for the slack in educating retailers Its launched a three pronged program-Project Vishwas that addressed trade, consumers and media and employees A retail monitoring and education program was launched that performed quality checks at over 50,000 outlets and educated 190000 wholesalers and retailers regarding storage requirement. Cadburys MD urged the media to assure the consumers that cadbury was safe to eat. He emphasized on the care a consumer needs to take before buying a chocolate. Employees were briefed about the action taken through meetings with senior managers. With the help of proper mix of IMC tools they regained their Brand Identity and Equity and their market share.

2.What tools were used in the campaign and what were their individual objective? Which tools did you think laid the biggest part in mitigating the crisis? How do you think was it integrated with the other tools?Publicity-The main objective of the campaign through publicity is to communicate the customers regarding the fact that has happened and assure them on their safety Press release-IMC players a major role in the process of developing and sustaining their Brand identity and equity'. The extensive media coverage that highlights the companys perspective instead of pointing out them is one of the important points Media Coverage-Company instituted a media desk and diligently answered every media query. Also Company's MD aired to assure consumers that Cadbury are safe to eat. Sales Promotion The objective here is to regain the sales by differentiating the product when compared before with additional value added features. Packaging Initiative-The change in their packaging design with aluminium foil, heat-sealed for the complete protection from all sides and further encased polyflow pack supported them in regaining their Brand identity

3. Besides communication , what other marketing initiatives were taken by the company to mitigate the crisis ? Packaging-They changed their packaging design with and aluminium foil,heat sealed for complete protection from all sides and Further encased in the poly-flow pack supported them in regaining their brand Identity. Training-Launch the Project Vishwas a three pronged programme that addressed the trade,consumers,emplloyees and media Transparency-The media coverage revealing the reason for the worm and the responsibility taken by the organization for the safety of the project and the launch of support center n through toll free numbers etc,reveals the corrective measures taken the organization

Types of advertising used Trade Advertising Informative Advertising Customer Advertising Posters and Brochers

and then they sold happily ever after..