Abstract

The case examines Cadbury India Limited’s (CIL) repositioning strategies for its major brands during 1999-2002. This case provides a detailed account of the company’s growth and strong focus on continual product launches. It also examines CIL’s distribution, promotion and advertising strategies. The problems faced by CIL in the late 1990s and the initiatives taken by the company to retain its market position are examined. The case also discusses the company’s attempts to reinvent its major brands.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategies adopted by CIL to establish itself as the market leader.

Keywords

Cadbury India Limited, CIL, repositioning, strategies, brands, 1999-2002, detailed account, company's growth , continual product launches, distribution, promotion, advertising strategies, 1990, market position