Reinventing Cadbury

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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:


Case Code : MKTG030 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Marketing Mix
Case Length : 13 Pages
Period : 2002
Pub Date : 2002
Teaching Note : Available
Organization : Cadburys India Ltd
Industry : FMCG
Countries : India


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


Discuss the marketing strategies adopted by CIL to establish itself as the market leader in the Indian chocolate market.


  Page No.
No More 'Excuses' For Eating Chocolates 1
Background Note 2
Reinventing The Brands - Ceaselessly 4
A Change in Focus 7
Exhibits 10


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

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