Abstract

The caselet analyzes the problem faced by Cadbury India Ltd (CIL) due to the entry of Nestle in the late 1990s and the initiatives taken by the company to retain its market position. It also discusses the company’s attempts to reinvent its major brands.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The marketing strategies adopted by CIL to establish itself as the market leader in the Indian chocolate market. CIL’s new strategies, with reference to product launches, positioning, distribution, pricing and advertising.

Keywords

Promotional campaigns, decibel advertising, market leader, product portfolio