Nourishing Brand Affluence after Product Recall: Cadbury Dairy Milk Case

- Dr. Naresh Patel Professor and Head, Centre for Management Studies, Dharmsinh Desai University, Nadiad, Gujarat, India
- Pranav Desai Asst. Professor, Faculty of Management Studies, Charotar University of Science and Technology, Changa, Gujarat, India

Abstract:

Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity. When a product on the market presents a public health hazard, it is the most effective means of protecting the public. It is important to understand that manufacturers play a critical role in ensuring the safety of the foods they introduce into commerce. In such situation when there is a fault in operation of the company and it directly effects on a product quality, the company has to recall the product from market. It is a great challenge for a company to not only recover the brand from the negative impact in market but also need to prove their higher quality standards. The case investigation of Cadbury Dairy milk recall in Indian during mid of 2003 is investigated and founded that the effective strategy can make the product recall as a leverage to maximize the wealth of a brand. Here in study we have scrutinized the various strategies used by Cadbury to recover the brand from product recall.

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