IMPACT OF FERRERO ROCHER & CADBURY LTD.’S BRANDING STRATEGIES ON THEIR SALES REVENUE DURING LOCKDOWN

This research paper delves into the comparative analysis of the branding strategies employed by Ferrero Rocher and Cadbury Ltd. and their influence on sales revenue in the Indian confectionery market during the COVID-19 lockdown in 2021. The global pandemic brought unprecedented challenges to businesses across various industries, with the confectionery sector being no exception as the lockdown was marked by restricted mobility which played a role in altering consumer behaviour and a shift in purchasing patterns which truly challenged confectionery brands. This study seeks to understand how two of the market leaders of the industry, Ferrero Rocher and Cadbury, adapted their branding strategies to navigate these challenges and what impact these strategies had on their sales performance in India during the lockdown. The research question guiding this study is: ‘To what extent do the different branding strategies of Ferrero Rocher and Cadbury influence their sales revenue in India during the lockdown in the confectionery industry?’