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No More 'Excuses' For Eating Chocolates Contd...
The TV commercials that were a part of this campaign featured the tagline, 'Saath Rahe Har Pal' (accompany you every moment). Many people in corporate circles wondered why CIL had abandoned its carefully built up and highly successful four-year-old "excuses" campaign. Few analysts felt that the company had been forced to reposition the CDM brand due to the severe competition from posed by archival Nestle India.
The company began manufacturing operations in Mumbai in 1946. CIL was initially incorporated as a wholly owned subsidiary of Cadbury Schweppes in 1948 and was called Cadbury Fry (India) Ltd. The first product to be launched in the country was the globally successful brand, CDM.
Eclairs, Cadbury chocolate, was a runaway success, despite being priced higher than the available sugar confectioneries in the market at that time. In 1978, Cadbury Schweppes had to dilute 60% of its equity in Cadbury Fry to comply with FERA guidelines.4 Cadbury Schweppes's stake in CIL was further diluted to 40% in 1999...
2] In 2002, Cadbury Schweppes had operations in more than 190 countries across the globe. Some of its leading brands are Dairy Milk, Timeout, Perk, Hazel Nut and Twirl in confectionery/chocolate segment; and Crush, Canada Dry, Crystal Light, Dr. Pepper and Indian Tonic Water in the beverages market. Cadbury Schweppes acquired over 90% of CIL's equity by late 2001 and planned to delist the stock from Indian stock markets.
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