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. CADBURYS 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.com 2. http://www.kraftfoodscompany.com