Reinventing Cadbury
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(Case Code: MKTG030) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG030 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemesMarketing Mix |
| Case Length |
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13 Pages |
| Period |
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2002 |
| Pub Date |
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2002 |
| Teaching Note |
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Available |
| Organization |
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Cadburys India Ltd |
| Industry |
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FMCG |
| Countries
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India |
Abstract:
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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.
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Issues:
» Discuss the marketing strategies adopted by CIL to establish itself as the market leader in the Indian chocolate market.
Contents:
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
Reinventing Cadbury
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