CREATIVITY AND MANAGEMENT OF INNOVATION

ABSTRACT:

Creativity concerns the process of creating and applying new knowledge. As such they are at the very heart of knowledge management. Knowledge management, however, is an emerging discipline and creativity need to be thought about in this new context. This module creates a framework in which to discuss these concepts. It goes on to explore how our creativity is 'blocked' in a variety ways, including deep-seated beliefs about the world. It is often thought, for example, that creativity is a serious analytical task limited to certain disciplines such as Research & Development. This could not be further from the truth. Finally this module reveals how creative ideas should be implemented right from the production till marketing of the product.

KEYWORDS:

Knowledge management, Creative Ideas, Marketing Strategy

CADBURY-CREATIVE PLANNING

INTRODUCTION:

Cadbury is   a confectionery company   owned   by Kraft   Foods and   is   the   industry's   second-largest globally after Incorporated. Headquartered in  Uxbridge, London, United Kingdom, the company operates in more than 50 countries worldwide. In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he produced himself, at Bull Street in Birmingham, England. He later moved into the production of a variety of cocoa and drinking chocolates, made in a factory in Bridge Street and sold mainly to the wealthy because of the high cost of production. John Cadbury became a partner with his brother Benjamin and the company they formed was called 'Cadbury Brothers of Birmingham.

CADBURY INDIA:

Cadbury India began its operations in India in 1948 by importing chocolates. It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and sales offices   in New  Delhi, Mumbai, Kolkata and Chennai.   The   corporate   head   office   is   in Mumbai.   Since   1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, Cadbury has worked with the Kerala Agricultural University to undertake cocoa research.Cadbury was incorporated in India on 19 July  1948.  Currently,  Cadbury  India  operates   in   four categories:  chocolate confectionery,  milk   food drinks, candy and gum category. It has five company owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkata   and   Chennai).   Its   products   includes   Cadbury   Dairy  Milk,   5-star,   Perk,   Gems,   Eclairs,   Bournvita, Celebrations. It is the market leader in chocolate Confectionery  business with a market share of over 70%. The Brand trust Report, India study, 2011 published by Trust Research Advisory ranked Cadbury in the top 100 most trusted brands list.

CADBURY’S VISION:

LIFE FULL OF CADBURY:

a. Cadbury is present in most happy occasions in the life of the consumer.

b. Their brands excite the consumer.

c. Cadbury is an expression of a consumer's life.

CADBURY FULL OF LIFE:

a. Cadbury as a company is vibrant.

b. Cadbury is a fun and energizing workplace. 

c. Cadbury is robust and alive. 

CREATIVE MILESTONES:

The first creative idea implemented by John Cadbury was transfer of his business from Tea and coffee to producing chocolates. About the year 1780 the first machine made chocolate was made by Cadbury in Barcelona.   After eight years of experimenting , the  Swiss Daniel Peter puts the first  milk chocolate on the market in 1875 which made Cadbury to launch its further creative products successfully in the market.

The next creative idea implemented by Cadbury was a melting chocolate  Rodolphe Lindt  of Berne produces chocolate which melts on the tongue for the first time in the year 1879.

Cadbury Dairy Milk:

Cadbury Dairy Milk encapsulates   an   enormous   breath   of   emotions,   from   shared   values   such   as   family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic!

Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word  Cadbury  has  become synonymous  with   chocolate. CDM remains  at   the   top  of   the   Indian  chocolate market  not  only  because of   its  most  delicious,  best   tasting chocolate but  also because of   its  memorable communication. 

Cadbury Dairy Milk Shots:

With  a   large   section  of   Indians   still   choosing   traditional   sweets (Mithai) over   chocolates,   an  offering  was required   that   would   seed   chocolate   consumption   amongst   non-users   and   help   increase   consumption frequency amongst fringe chocolate users. Also, even at its lowest price point, Cadbury chocolate was still inaccessible to majority of the rural population. Therefore, in an effort to upgrade the Candy and Mithai eating consumers   to   chocolate,   Cadbury   launched CDM Shots in   2008.   An   innovative   format   of   sugar   coated chocolate made to withstand the rural temperature fluctuations.

Positioned as ‘chocolate laddoo’ and priced at Rs. 2 for 2 pieces, the attempt was to introduce the product to consumers as the perfect value-for-money accompaniment for their small celebratory occasions.

INNOVATION- THE BLOOD OF MARKETING:

Cadbury strongly believes that use of creative ideas which is associated with the emotions of people makes a product get successful in the market.

a. Innovation is a virtue of marketing strategy.b. It builds a brand image not only through advertisements alone but through performance.

c. Cadbury   uses   a   variety   of   advertisements  with   different   genres   and   themes   to   attract different age groups. Eg – Animated ads, Melodious jingles etc.

d. Cadbury associates itself with emotions and sentiments of people through relationships of friendship and brotherhood.

CONCLUSION:

  Thus Creative ideas should not only be implemented while creating a product, but also should be carried out throughout the process in Marketing until the product reaches the consumer successfully.

REFERENCES:

1. http://www.Cadbury.com2. http://www.kraftfoodscompany.com