No.

Content Page

1.0 INTRODUCTION

1.1 Background information about the topic

1.2 Objective of study.

1.3 Scope of study.

1.4 Significant of study

2.0 METHODOLOGY

2.1 Flow of study.

2.2 Limitations of study

2.3 Ethical issues

3.0 COMPANY PROFILE

3.1 Company history

3.2 What type of business the company running

5.0 RECOMMENDATION

6.0 CONCLUSION

1
7.0 REFERENCES

8.0 APPENDIXES

2
 1.0 INTRODUCTION

1.1 Background information about the topic

Public Relation is a management function which tabulates public attitudes, defines the
policies, procedures and interest of an organization followed by executing a program of action to
earn public understanding and acceptance. It is also can be said that public relation is the art
and science of managing communication between an organization and its key constituents to
build, manage, and sustain its positive.

The aim is often to persuade the public, investors, partners, employees and other stakeholders
to maintain a certain point of view about the company, its leadership, and products or of political
decision.

Public relation is important to implement various programs to improve community relations on a

regular or even ongoing basis which means public relation is to bridge the business gap. The
most important resource that a company has are their employees and the customer service they
provide. The image and reputation of a company among its employee is also another
responsibility of public relations in its function of employee relations.

Thus, public relation is very important in every organization. So that an organization create,
maintain and protect the organization’s reputation.

3
1.2 Objective of study.

The objective of this study is to explain how the company manages their organization
and to analyze the issue they faced and how the problem could happen in their
organization. Other than that, we also want to know how the organization handles
the rumours that come and how they faced the media during the issue happen. Then
we also try to access the strength, weakness, opportunity and threats as compared
to its main competitors. More than that we also want to try to understand and explain
the position level of Cadbury Company. Last but not least, we want to identify and
analyze the internal and external challenges faced by Cadbury Company.

1.3 Scope of study.

In this study we focus on the company public relation management of Cadbury.

This is to determine how the management manages their customers and public to
handle the issue. Management describe as the process of planning, organizing,
leading and controlling the efforts of organizing members to achieve the goals. We
identify the company background and the company in industries overview. We also
identify the public relation strategies and issue that can impact the organization
performance of company that we have chosen.

1.4 Significant of study.

It is very important to us to know about public relation management. It is because

we can know how the organization manages the issue and how the management
handles their customers and public in that time. For example we can easily identify
the issue if we know about the public relation management. We can simply
understand how they on their strategic through their structure. Other than that, it
helps the readers to identify the challenges faced and how they overcome it. In
addition, it is very important to us to understand about public relation and to learn

4
 more about the concept of a company that we study. It’s very important to learn more
and understand the concept of sales and cooperation with outside world.

2.0 METHODOLOGY

2.1 Flow of study.

Divide into small group

Dividing task to the group members

find information based on the task

given

combined all the information

5
2.2 Data collection

First, the primary data is data that we collected directly from first-hand
experience. Primary research consists of a collection of original primary data collected
by the researcher. It is information that we collect specifically for the purpose of our
research project. It is often undertaken after the researcher has gained some insight into
the issue by reviewing secondary research or by analyze previously collected primary
data. For example, data collected by a student for research project. Secondary data is
information that has been collected for a purpose other than our current research project
but has some relevant and utility for our research.

Secondary data analysis saves time that would otherwise be spent collecting
data. For example census data being used to analyse the impact of education on career
choice and earning like we find and collect primary data from our team member
knowledge’s about this company. Next, we collect all the data that our team members
has collect referring for the part of their assignment and we together have analyse the
data either it suitable or not to the topic. Last after make sure that all the information we
get is suitable, we gathering it together.

2.3 Limitations of the study.

Although the task was carefully prepared, we still aware of its limitations and
shortcomings. First of all, we were conducted in the class which has a few more weeks
to finish this task. But we try our best to finish this task to achieve our goal for this
subject. Before we start, our team leaders give us instruction and divide us into two
groups. One of our team member got problem because of different place that we are

6
staying and suddenly drop this semester without inform to the group member about the
case. So we can’t discuss each other. Then we need to search for information from a
book that related to our task at library while serve internet to find additional information.

2.4 Ethical issues.

For this situation, we have problem with our time management. We spend too
much time by searching and choosing company. This is because we are afraid that we
will make or choose a wrong company for this assignment. That make us lose a lot of
time than spending time to search information about our task. Then, there is no
cooperation between the group members while doing the task. This is because some of
our team members just keep quite when we asked this assignment progression in a
Whatsapp group and they did not give response as expected, so it makes this
assignment difficult to us.
Some of us had a little idea about this, we have difficulty to search information
and no collaboration certain between of the group members. Other than that, our team
members also do not give commitment on study and also did not come on time during
our group discussion in class.

7
3.0 COMPANY PROFILE

3.1 Company History

Cadbury, a global leader in chocolate confectionery market, starting in 1824 when a

young Quaker named John Cadbury opened a shop on Bull Street in Birmingham, England.
John sold coffee, tea, chocolate and cocoa in his shop. Believe that alcohol is a major cause of
poverty; John hopes its products can serve as an alternative. He also sold hop and mustard.
Like many Quaker John has a high quality standard for all its products.

From 1831 he has moved into the production of a variety of cocoa and drinking
chocolate, which is made in a factory in Bridge Street and sold mainly to the wealthy due to high
production costs. Products that have been produced include Dairy Milk, 5 Star and Gem
selection box. In 1824, John Cadbury began selling tea, coffee and chocolate drinks from its
premises in Birmingham.

By 1842 John was selling 11 kinds of cocoa and 16 kinds of drinking chocolate. Soon
John's brother Benjamin joined the company to form Cadbury Brothers of Birmingham. The
Cadbury brothers opened an office in London and received a Royal Warrant (one of many) as
manufacturers of chocolate and cocoa to Queen Victoria in 1854. Six years later the brothers
dissolved their partnership because of John's failing health and the death of his wife. They left
the business to John's sons George and Richard. John devoted the rest of his life to social work
and died in 1889.

George and Richard continued to expand the product line, and by 1864, they were
pulling a profit. Cadbury's Cocoa Essence, which was advertised as "absolutely pure and
therefore best," was an all-natural product made with pure cocoa butter and no starchy
ingredients. Cocoa Essence was the beginning of chocolate as we know it today. The brothers
soon moved their manufacturing operations to a larger facility four miles south of Birmingham.
The factory and the area became known as Bournville. With Cadbury's continued success in
chocolate, George and Richard stopped selling tea in 1873.

8
 Cadbury Dairy Milk chocolate milk brand is now produced by Cadbury, except in the US
where it is made by The Hershey Company. It was introduced in the United Kingdom in 1905
and now consists of a number of products. Each product produced Dairy Milk chocolate is made
with purely original.

Cadbury Ireland Limited based in Coolock in Dublin, where the headquarters of Cadbury
Ireland are, and Tallaght and outlets we are the largest at the time. Which in turn is in
Rathmore, County Kerry. The products made by Cadbury in Ireland including Cadbury Dairy
Milk, rotate, Flake, and Boost.

3.2 What type of business is the company running?

Cadbury comes under food and beverage items or also known as food industry. The food
industry is a complex, global collective of diverse businesses that supply most of the food
consumed by the world population. Only subsistence farmers, those who survive on what they
grow, and hunter-gatherers can be considered outside of the scope of the modern food industry.
The food industry includes agriculture, raising of crops and livestock, and seafood,
manufacturing, agrichemicals, agricultural construction, farm machinery and supplies, seed, et,
food processing: preparation of fresh products for market, and manufacture of prepared food
products, marketing: promotion of generic products (e.g., milk board), new products, advertising,
marketing campaigns, packaging, public relations, etc, wholesale and distribution: logistics,
transportation, warehousing, foodservice (which includes Catering), grocery, farmers' markets,
public markets and other retailing.

This also includes regulation, local, regional, national, and international rules and regulations for
food production and sale, including food quality, food safety, marketing/advertising, and industry
lobbying activities, education academic, consultancy, vocational, Research and development for
food technology and quality control and finally, financial services: credit, insurance

9
4.0 PUBLIC RELATIONS STRATEGIES AND ISSUES

4.1 The latest issue related on PR of the organization

Pork in Cadbury's: Malaysian chocolate recalled after DNA traces found

Hazelnut and roast almond bars came up positive for pig DNA during testing for non-halal
substances

Cadbury chocolates are taken off the shelves in Shah Alam, outside Kuala Lumpur, after pig
DNA was found during tests for non-halal substances. Photograph: Samsul Said/Reuters

10
Chocolate maker Cadbury has recalled two products in mainly Muslim Malaysia after traces of
pig DNA were found during a routine check for non-halal substances.

"Cadbury has voluntarily removed two of its products from the shelves," said the Malaysian
health minister, S Subramaniam.

The tests were conducted by the ministry which over the weekend announced that
two Cadbury products contained pork traces.

Chocolate products are popular in Malaysia and can be found in most shops nationwide.
Pork and its byproducts are not considered halal – permissible – and are forbidden for Muslims
to consume, along with alcohol and meat from animals not slaughtered according to Islamic
procedures.

Cadbury Malaysia, a part of the British multinational owned by Mondelez International, said it
was withdrawing the Cadbury Dairy Milk hazelnut and Cadbury Dairy Milk roast almond
products.

"Ensuring that all our products made here in Malaysia are halal is something we take very
seriously," it said in a Facebook posting.

Anger among Muslims is mounting, with one senior religious official calling for a hefty fine or a
shutdown of the Malaysian plant.

Syaikh Ismail Muhammad, the grand imam of the national mosque in Kuala Lumpur, was
quoted by the Bernama news agency as saying tough action would serve as a lesson to other
food producers to ensure their products were halal.

Subramaniam said Cadbury was working with Islamic religious authorities by sharing samples to
test for non-halal ingredients. "We want to know how the product became contaminated with pig
DNA. The health ministry will also do additional tests," he said.

Cadbury is the world's second largest confectionery brand after Wrigley's.

11
4.2 STRATEGIES TO CONDUCT

4.2.1. Defining PR Problems

The issue occurs when the Health Ministry has detected two samples of Cadbury chocolates
Milk Hazelnut and Milk Chocolate with Almonds Fruits contain pig or porcine DNA on 26
May2014. Pig DNA detected in samples of milk chocolate with hazel nuts and milk chocolate
with almonds.

This pork DNA case had affected PR of the organization because mainly Muslim people
were shocked by the allegations of the Ministry of Health (MOH) said that there is pig DNA
Cadbury chocolates.

The matter gets worst when the rumours spread on photo of lab report circulate on
social media. The report claimed that the lab has tested a sample of hazelnut chocolate and
found the presence of pig DNA. Malaysian Muslims consumers vented their feelings of betrayal
and disgust. Non-Muslims also raised question towards Cadbury manufacturing practice.

The more extreme is when threatened to burn down the Cadbury Company in Malaysia.
The president of one of those groups was quoted in the Malay Mail as asserting that the
consumption of the tainted products will cause social ills and apostasy in the country. This is
because Muslim religion says the person eats pork it is difficult to guide him to the right path.
When the Day of Judgment comes, that person will be wearing a pig-face because of what he
has eaten. So ‘jihad’ is important to declare. They a
lso claimed that no money can wash away the tainted blood of who those consumed that
contaminated chocolate.

Other than that, Muslim groups also called a nationwide boycott towards Cadbury products and
said that it is a "holy war" which is to call against the chocolate manufacturer for "weakening"
Muslims in Malaysia.

These are the problems faced by Cadbury Company after the issue spread on social media.
Then, the company did planning and programs to find a solution the issue.

12
4.2.2. PLANING AND PROGRAMS

The issue of the pork DNA starts to spread like wind in all social media. Public mainly Muslim
become more sensitive towards the issue as the issue is related to the religion. Then Cadbury
started planning and programs to find a solution for the problem. Cadbury first plan to recall their
product as they don’t want the chocolate effect more consumers. Cadbury take steps quickly so
that the problem didn’t become mess but it was late and the problem starts to spread as fast as
can. They wants to recall the chocolate to do further test on it to get the result. The third steps is
Cadbury plans to do press conference to overcome this issues. They want to explain in details
to public and consumers that the mistake are their want, they admit the mistake. In the press
conference the authorized person of Cadbury will decide what spokesperson should must tell to
the public. The spokesperson decide to the tell the actual situation, he say that they have recall
the products and the ask apologies for their careless mistake.

4.2.3 TAKING ACTION AND COMMUNICATION

After Cadbury plan and programme their steps to overcome the issue, they start to taking action
toward the issues. Recently, Cadbury Confectionery Malaysia recalled two batches of its
chocolates products which have been tested positive for porcine DNA by the health ministry.
According to The star, the samples from two types of chocolate which is Cadbury Dairy Milk
Hazelnut and Cadbury Dairy Milk Roast Almond out of three analysed tested positive for porcine
DNA.

13
 It was a serious issue for the majority Muslim market consuming pork is strictly
forbidden in Islam which has become as a issue. The issues become crisis when the issues
spread on twitter and other social media. It started with Facebook rumours, the Facebook users
spread the news within 24 hours and it became more viral and it caught the government
attention. Suddenly Cadbury plunged themselves in attention of public and media. Many people
around the world give their colorful emotions which were mostly negative.

Furthermore, the president of (Persatuan Pengguna Islam Malaysia) the Muslim

Consumer Association of Malaysia) urged Cadbury to shut down its factories and beseeched
Muslims to boycott its products.

He said samples from two types of chocolates out of three analyse and tested positive
for porcine DNA. They were Cadbury Dairy Milk Hazelnut, with batch number 200813M01H 12
that expires on November 13, 2014 and Cadbury Dairy Milk Roast Almond, with batch number
[221013N01R 11] that expires on Jan 15, 2015.

JAKIM took action to counter back the issue by confirmed that the two Cadbury products
are Halal certified and there is no porcine DNA in them. The issue about JAKIM’s statement
spread in every social media such as Facebook, twitter and websites. Ministry Director-General
Datuk Dr Noor Hisham Abbdullah said that the test had been conducted following speculation
on social media on May 23 alleging that the chocolates contained porcine DNA.

However, the third sample of Cadbury did not contain any non-halal element. He also
added that the production company, Cadbury Confectionary Malaysia Sdn Bhd has assured that
it will recall these products from market immediately and Cadbury also releasing a statement on
its Facebook page, Cadbury Malaysia reassured its consumers that the rest of its chocolates
are not affected by the test and that all its chocolates manufactured in Malaysia were renew
halal-certified by JAKIM.

Even though the incidents such as unfortunately to the Cadbury company, their
company still willing to manage the crisis communication well such as they publish to the public
about their products are halal and verified by the Department of Islamic Development Malaysia
(Jakim), and they even spent quite a lot of money to publish on newspaper, website, magazine
for clearing up the air and ensuring that future of their customers are happy of consuming the
Cadbury’s products.

14
 They really manage well in the crisis communication and they even asked their CEO to
have a press conference announcing their products are completely halal and this thing shows
that they are giving more important to their customers. They also have the press conference to
database of the client to ensure truth to reach them before the rumour spread. In the press
conference in Kuala Lumpur, the president of (Pertubuhan Kebajikan Darul Islah) Malaysia (a
welfare body) called for holy war against Cadbury for their alleged attempts to ‘weaken’ the
Muslim community in Malaysia.

Then, Cadbury also undertake a full review of supply chain to ensure the quality
standard remain the same. Cadbury also renamed the two chocolates as a strategy to
overcome the crisis. It also help to attract the customers back. They promote their new renamed
chocolate by arranging sales promotion. At the same time, Cadbury also change the packaging
of the chocolate of the two chocolate that are affected. The significant of the new packaging is
to reduce the dependency on the storage condition as much as possible.

Furthermore, Cadbury take steps as guide the public with step by step how the
chocolate were made by their website and Facebook page. This action is taken to proof the
public and media that they are cleanliness and their product are halal.

Cadbury also have an interactive section at the website with the consumers and public
at the website to reply the public immediately. So that public can get fasters information about
the products. It can gain back the public’s trust towards Cadbury. For improve the
communication with the public, Cadbury have some survey from the consumers, distributor,
employees and the public about the products to improve the communication and it will easy to
overcome the crisis.

These are the strategies that taken by Cadbury to overcome the issue. They take a lot of
steps and efforts as their strategies to proof themselves to the public, consumers and media
that the product that they produce is Halal and is fully quality. The strategies that taken by
Cadbury also shows that they are giving more important for their customer rather than anything
because they took quick action when the crisis arises. Now by these strategies, their products
all good sale in the market. They able to recover their losses and the brand name in a particular
time.

15
4.2.4 EVALUATING THE SOLUTION AND PR

Last but not least, the final process is evaluating the solution and PR, which means Cadbury,
should evaluate the decision that they made to check whether the decision can give an effective
outcome. The decision that they made is to recall their products, have JAKIM certificate, having
press conference, analysis the product and more. This solution all has given big changes to
Cadbury when the issues are on-going. Obviously after the issue, the company profit has
decrease, but after all the solution is apply the consumer trust back Cadbury as Cadbury prove
that it is their mistake and it is safe to consume the product. When public trust back, the
company profit has increase as well as company image. Moreover, the management should be
more caution in the work, they should control and manage the employees that working in the
production to be more hygiene and careful. Because they are working in the food industry, so it
will affect public’s health.

16
5.0 RECOMMENDATIONS

The suggestion that we would like to suggest is first Cadbury should conduct a
campaign on solving the porcine DNA crisis. By this campaign is best conduct on weekends and
on main place that attract much of the public. For example at Midvalley, Main Place, Pavillion
and so on. Strategies of this campaign are to embrace the journalist, and to increase
consumers’ understandings and confidents towards Cadbury products. For more effective of this
campaign, Cadbury can use tactics such as, show the result of porcine DNA test and
reapplication of halal certificate by officer from JAKIM or government departments as a respect
to people’s rights to know and to increase public’s confidence. Campaign Cadbury can rebuild
Cadbury’s image and reputation

Furthermore, the second suggestion is Cadbury should find who and what is the source
that used by the person to spread the news. As if this issue is solved without knowing who
published the unverified news about Cadbury, the source might have a high possibility of
releasing fake negative news about Cadbury again just to beat them down or damage their
image and reputation. It is a precaution for Cadbury for not give a chance to the unidentified
source to beat them down again.

Moreover, the third suggestion is Cadbury could produce an influencing and productive
television advertisement and radio advertisement. Cadbury also can change the packaging of
the chocolate for recycle usage to rebuild the company image. We suggest that advertisement
would be a one of the way of the steps to rebuild company image because in this high
technology era everyone are attracted to radio, television, phone and most of the gadgets. So it
is easier to attract back the consumers, gain back their beliefs towards Cadbury products and
Cadbury could produce an influencing and productive television advertisement and radio
advertisement, which could brainwash the audiences unconsciously to have a relatively positive
mind set towards Cadbury products. The advertisement can be like focus on showing the main
process of manufacturing of the chocolates.

Other than that, Cadbury can improve their technical equipment. So that there is no
mistake in the process of chocolates and can overcome the crisis.

In addition, our fifth suggestion is Cadbury should be update and keep their public well informed
about what been done till now and what they will do in the future for the company’s profit and
gain their consumer’s understanding. By this public will feel safer and secure of the products.

Finally, our last suggestion is Cadbury should improve their technological equipment such as
having a QR codes in each packet of Cadbury chocolates. It is easy to get to know the
information of the product by scanning the QR codes and it is useful for the customers too.

17
6.0 CONCLUSION

One of the most important lessons here is, could the reaction by Muslims to such allegations of
breach of halal-compliance be better handled in the future? Better handling sends a signal of
non-prejudicial justice in an area that is emotionally charged. We should set, and not follow, the
benchmark for others to follow. Although it was said to be true, but Cadbury still managed to
clear the allegations against their product by JAKIM. In Malaysia, pork is considered HARAM by
Malays as it is against their beliefs. A better solution was taken by Cadbury to prove their
innocence which was another DNA testing against the two products. And they proved that the
allegations against their products were irrelevant.

Here we can conclude that Cadbury Chocolates has worked hard to get themselves out of such
situation which can tarnish the reputation of the company. It is also known that the very same
JAKIM was invited to redo the DNA testing on the same two types of chocolates. And it was
proven that those allegations were wrong despite the explanation given by JAKIM. The
controversy was so sensitive that numerous agencies that have Islamic specialisations or
handle accounts in Muslim nations have either dodged queries or turned down requests for
comment and advice. Some have said they were "considering" participating while the more
direct have admitted that the topic was too sensitive. As a result this article’s publication was
delayed, for once not because the brand declined to comment, but because the agencies have
proven reluctant to speak on the issue.

The entire incident stems from a photo of a lab report circulating on social media. The report
claimed that the lab had tested a sample of hazelnut chocolate by ‘Cabbury’ and found the
presence of DNA from pigs. A spokesperson for Cadbury Malaysia explained that the company
was contacted about the issue by Malaysia’s Ministry of Health late Friday evening (23 May)
and learnt that the MOH had tested three samples of chocolate and found porcine DNA in two of
the three: Cadbury Dairy Milk Hazelnut with batch number 200813M01H I2 and Cadbury Dairy
Milk Roast Almond with batch number 221013N01R I1. The third sample, of Cadbury Dairy Milk
(plain), was found to be free of pork DNA.

The brand initiated a voluntary recall of the two specific batches on Saturday (24 May) and
informed all relevant stakeholders through social media, press releases and trade
communications. It is understood that Cadbury’s chocolate factories in Malaysia are being
retested by JAKIM (Department of Islamic Development Malaysia)—the department responsible
for ‘halal’ certifications—and the Ministry of Health. When asked if neighbouring Muslim nation
Indonesia was affected, Cadbury Malaysia responded that the country did not import the two
types of chocolate bars from Malaysia. At present, it remains unclear where the contaminated
samples in the original lab report and the Ministry of Health’s report were sourced.

18
Lastly, until Jakim releases its formal conclusions, any attempt to declare Cadbury Malaysia
‘haram’ is premature and not valid. According to a statement by the organisation, samples of the
chocolate bars in question and from Cadbury’s factory have been sent to the National Chemical
Lab for testing .Cadbury Malaysia also added the following statement saying ''We would like to
reassure our consumers that all Cadbury chocolates manufactured in Malaysia and currently on
shelves, are halal-certified by JAKIM, which includes the locations and raw materials used in the
production of these products. We employ stringent quality procedures to ensure that our
products are of the highest standard of safety and quality. As a responsible brand, we take this
matter seriously as we are committed to adhere to international standards and serving the
highest quality products to all our customers across our portfolio.''

19
 7.0 REFERENCE

1. https://www.theguardian.com/business/2014/may/28/pork-in-cadburys-malaysian-
chocolate-recalled-after-dna-traces-found
2. http://www.bbc.com/news/business-27663857
3. http://www.foodsafetynews.com/2014/05/recall-pork-nda-traces-found-in-cadbury-
chocolate-in-malaysia/#.WC1pedJ97IU
4. http://www.prweek.com/article/1296417/jihad-declared-against-cadbury-brand-do
5. http://www.reuters.com/article/us-malaysia-cadbury-idUSKBN0ED08Q20140602

20
8.0 APPENDIX

21
22