Abstract

The caselet discusses the marketing communications strategies followed by Cadbury India Ltd. (CIL), for its flagship brand Cadbury’s Dairy Milk (CDM) in India. The caselet describes how the marketing communications strategy for CDM evolved over the years. From the mid-nineties, the company decided to target the Indian adult through Cadbury’s Dairy Milk. The caselet also describes the efforts made by CIL to manage the ‘worm controversy’ in October 2003 to maintain the brand image of the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Use of emotional appeals in advertising
• Customer surveys as a means to align the advertisements with evolving consideration sets of customers. Packaging as a tool to communicate quality

Keywords

Cadbury India Ltd. (CIL), Cadbury Schweppes, Cadbury’s Dairy Milk (CDM), Food and Drug Administration, Amitabh Bachchan, O&M , Consideration Set, Consumer Behavior