 |
      |
|
|
Cadbury Crisis Management
Last year, a complaint about infestation in two bars
of Cadbury Dairy Milk landed on the desk of India's
Food and Drug Administration Commissioner. Resulting
adverse publicity caused sales to nosedive by 30%
in just 10 weeks, which was the festival season; retailer
stocking and display dropped, employee morale - especially
that of the sales team - was shaken. The challenge
was to restore confidence in the key stakeholders
(consumers, trade and employees, particularly the
sales team) and build back credibility for the corporate
brand through the same channels (the media) that had
questioned it. The contamination was storage, not
manufacture-related, and Cadbury management moved
into rebuilding the brand's credibility and restore
stake holder confidence.
|
|
|
