Tag Archives: cadbury

by | March 6, 2013

A Study on Cadbury Fakes Factory in India

Cadbury Fakes Factory in India

Cadbury used nonexistent factory in India to avoid taxes

Cadbury Plc, now part of Mondelez International Inc (MDLZ.O), used a nonexistent factory in India to avoid about $46 million in taxes, the Wall Street Journal reported on Tuesday, citing a report by the Indian tax authorities. Cadbury’s Indian unit manipulated invoices and other documents to get an exemption from taxes available to companies that began production in new plants in Himachal Pradesh by March 31, 2010, the Journal said. The Directorate General of Central Excise Intelligence.



Cadbury Fakes Factory in India

which conducted the investigation, concluded that the factory could not have existed by the deadline as the company had not received the necessary approvals from government agencies, the Journal said. Mondelez is reviewing the content of the show-cause notice from India’s excise department, spokesman Michael Mitchell told Reuters in an emailed statement. “We have been fully cooperating with the authorities on this enquiry,” Mitchell said. Tax officials in India could not be reached for comment outside regular business hours. India had said in November it was investigating the local unit of Cadbury, saying the company may have evaded as much as 2 billion Indian rupees in taxes..

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by | December 28, 2012

Case Study on Marketing Channel Strategies for Cadbury

The market channel strategies are broad principles by which the firm expects to achieve its distribution objectives for its target market. The design of the channel should contribute to the firm’s quest for Differential Advantage. It is the responsibility of administration of existing channels to secure the cooperation of channel members in achieving the firm’s distribution objectives. Click here to read more…

Case Study on Marketing Channel Strategies for Cadbury

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by | September 1, 2012

A Case Study on Cadbury’s Dairy Milk, Brand Equity Measurement

Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. The brand equity model that we have developed is BrandWagon Brand Equity Model. This model addresses the short-term and long-term robustness of the brand.




Cadbury's Dairy Milk, Brand Equity Measurement

For testing the short-term robustness, we have taken 2 parameters: ― Loyalty index (Net Promoter Score model & share tier-behaviour) ― Loyalty driver (Multi attribute attitude model) For testing the long-term robustness, we have taken 2 parameters: ― Brand Malleability-tests the consistency and the insulation of the brand from trends (Share Tier approach & Psycho Social Connect) ― Brand Leveragability-tests the brand’s ability to perform well over the PLC (an adaptation of Millward Brown & a correlation test) Findings: ü Chocolate category has nearly 33% impulse purchase consumers. Click here to read more…



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by | August 31, 2012

Social media case study on Cadbury Dairy Milk

Cadbury is one of the leading confectionery manufacturers in the world. Acquired by by the US food giant, Kraft in February 2010, its products are marketed under various brands such as Dairy Milk, Flake, Crunchie, Chocolate Buttons and Milk Tray.




Dairy Milk

The campaign strategy for the company’s Dairy Milk chocolate bar followed those of previous Dairy Milk ads – ’Gorilla’, ’Airport Trucks’ and ’Eyebrows’, and was developed by Cadbury’s Glass and a Half Full studio. The ‘Chocolate Charmer’ was one of Kraft’s first themed ads for Cadbury since the takeover and aimed to show how the swirls of chocolate and fresh milk give Cadbury Dairy Milk its unique creamy taste. Click here to read more…



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by | January 19, 2010

Brand Equity : Cadbury

The Cadbury brand is associated with best tasting chocolate which includes from everything from solid blocks to chocolate filled bars and novelties. For many people, chocolate is Cadbury and no other brand will do. The core values of quality, taste and emotion supports the Cadbury brand. Consumers know that they can trust a chocolate bar that carries Cadbury branding. The swirling chocolate and „glass and a half‟ are powerful images. They both portray a desire for chocolate while the half full glass suggest core values of goodness and quality. The brand has been successful in establishing the link, in the mind of the consumer ,that Cadbury equals chocolate…click here to read ahead

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