...University of Bradford Applied Strategic Management Name - Priyanka Pandey FIN No - G0857500U Batch No - BBMD21033A Company – Cadbury Plc Brief of the company Cadbury is the world's largest confectionery company, with an outstanding portfolio of chocolate, gum and candy brands. It is now a subsidiary of Kraft Foods Inc. which is based in Northfield, USA. It generates annual revenue of $1.3 billion and employs around 50,000 people all over the globe. Reasons for selecting the company In today’s world more than fifty percent of the global revenue is earned by snacks and confectionery. It is a leading industry which holds maximum potential for having the largest customer share and the maximum variety of products. Having a large customer share and holding a strong reputation for decades proves that Cadbury has a strong strategic bend in its outlook and it would be a great learning experience to find out how Cadbury has been maintaining its position for decades. Main strategic issues facing the company • Fault in packaging due to infestation of insects. • Use of adulterated milk. • Rise in the price of sugar. Company’s contribution to National Economy Britain and Ireland have the largest confectionery business, representing around 80% of revenue. They currently have a leading 28.1% share in the UK, the world’s second largest confectionery market. Company’s contribution to regional economy Global Reach In the US, they...
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...International Markets Bureau MARKET INDICATOR REPORT | MAY 2011 Pathfinder Report Global Packaged Confectionery Trends Source: Shutterstock Pathfinder Report Global Packaged Confectionery Trends EXECUTIVE SUMMARY Australasia (Australia and New Zealand) and Western Europe were the two biggest regional confectionery markets in 2010, with Australasia‟s sales increasing by almost 25% over 2009 figures. North America, Asia Pacific and Latin America confectionery markets have also maintained increasing sales of these products despite the global economic downturn. The recession has caused many consumers to sacrifice volume rather than quality, and to use confectionery as a reward or as a means to help alleviate stress. However, sugarized gum, milk chocolate tablets and boiled sweets confectionery are all being adversely affected by mounting consumer health concerns. Obesity and diabetes are major health issues that are increasingly affecting both the young and aging populations. In particular, the United States (U.S.), United Kingdom (U.K.), and Japan will stand to benefit the most from reduced calorie and low/no/reduced sugar content. When it comes to “healthy” confectionery, consumers tend to look for products benefiting dental and cardiovascular health, as well as low-calorie products that help assuage guilt over indulgence. We see this trend playing out with sugar-free gum which has been performing well globally, and is predicted to continue, particularly in emerging...
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...There’s no metaphysics on earth like chocolates’. When the Portuguese bard, Fernando Pessoa, uttered these words, sometime during the early 20th century, the Cadburys and Nestles of the world hadn’t even seen the dawn of the day in India! But, of late, these two major choco giants have been making Pessoa’s words felt in India. So, where Pessoa’s claim was restricted only to poetry or prose at the most, Cadbury and Nestle have proved in practical that chocolates are the most inevitable indulgence of all times. In the realm of advertising, the business of chocolate marketing stands at a figure of Rs.145 crore. And with that kind of money, the space becomes all the more interesting to watch out for, more so for the marketers. If we continue to let the numbers do the talking for sometime, we will get to know some dark chocolaty facts, like, Cadbury leads the Indian Chocolate market with a 70% share of the choco-pie, while Nestle occupies only 25% of the choco chunk. Interestingly, even with less than half of the former’s share, Nestle appears as the second leader in the entire arena and hence becomes the second pivotal player in the market. But that’s not the reason why they become this issue’s anointed marketers at war. In fact they have attained the status for being aggressive marketers of their respective chocolate variants for a consistently long duration without fail. An attack from one side has rarely gone unnoticed and not being retaliated with utmost valour from the counterpart...
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...Live Project Yumee - Cadbury PDF generated using the open source mwlib toolkit. See http://code.pediapress.com/ for more information. PDF generated at: Fri, 14 Dec 2012 20:46:55 UTC Contents Articles Cadbury Cadbury Dairy Milk List of Cadbury products 1 15 18 References Article Sources and Contributors Image Sources, Licenses and Contributors 32 33 Article Licenses License 34 Cadbury 1 Cadbury Cadbury Type Industry Founded Headquarters Products Revenue Subsidiary of Mondelēz International Confectionery Birmingham, United Kingdom (1824) Uxbridge, London, United Kingdom See list of Cadbury products £5,384 million (2008) Operating income £388 million (2008) Net income Employees Parent Website £364 million (2008) 71,657 (2008) [1] Kraft Foods (2010-2012) Mondelēz International (2012-present) Cadbury.co.uk [2] Cadbury is a British confectionery company owned by Mondelēz International Inc. and is the industry's second-largest globally after Mars, Incorporated.[3] With its headquarters in Uxbridge, London, England, the company operates in more than 50 countries worldwide. The company was known as Cadbury Schweppes plc from 1969–2008 until its demerger, in which its global confectionery business was separated from its US beverage unit (now called "Dr Pepper Snapple Group").[4] It was also a constant constituent of the FTSE 100 from the index's 1984 inception until its 2010 Kraft Foods takeover.[5][6] History 1824–1900: Early history In...
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...Case Study Cadbury Dairy Milk – The Sweetest of them all Background It all started in 1905 when Cadbury’s top selling brand, Cadbury Dairy Milk was launched in Bournville, UK. By 1913, Dairy Milk had become Cadbury’s best-selling chocolate, and in the mid-twenties it became a brand leader. Cadbury India began its operations in 1948 by importing chocolates and then repacking them before distribution in the Indian market. With its deliciously smooth texture and unique creamy taste, Cadbury Dairy Milk made an immediate on the consumers and quickly became a market leader. Cadbury’s mission is “Working together to create brands people love”. Cadbury Dairy Milk encapsulates an enormous breadth of emotions, from shared values such as family togetherness to the personal values of individual enjoyment. It stands for goodness. At the point of entering the Indian market in 1948, Cadbury faced quite a few challenges. It had to get to people accustomed to chocolates, primarily seen as a western taste. Cadbury had to sell these products by reaching out to the masses in a country with a lot of diversity and varied interests. However the company recognised the importance of the chocolate brand as a means of expressing parental affection for their children. In the 1980’s the company positioned Cadbury Dairy milk as “The perfect expression of parental love”. Cadbury markets Cadbury chocolates a number of chocolates: 5-Star, Perk, Temptations (with five variations), Crackle, Fruit and Nut...
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...Nestlé is the largest food and beverage company in the world. Founded and headquartered in Vevey, Switzerland. It is also well on its way to becoming world leader in nutrition, health and wellness. Nestlé is more than just the largest food and Beverage Company in the world. Increasingly, Nestlé is becoming the world’s leader in nutrition, health and wellness. Nestlé was founded in 1866 by Henri Nestlé and is today the world's biggest food and beverage company. Nestlé employ around 250,000 people from more than 70 countries and have factories or operations in almost every country in the world. -BACKGROUND: Nestle company had started off from a single man's idea, and developed into a giant corporation. In 1866 Henri Nestle, a pharmacist, developed a milk food formula for infants who were unable to tolerate their mother milk. His product became a success, and it created a demand throughout Europe. As Nestlé's popularity grew more businesses wanted to merge and become partners with Henri Nestlé's business. From 1866 to 1947 the Nestle Company had gone through several name changes. In 1905, Angelo-Swiss Condensed Milk Co. and Farine Lactee Henri Nestle merged and the company's name became Nestle & Anglo-Swiss Condensed Milk Co. Then in 1929, Peter-Cailler-Kohler Chocolate Suisse's S.A merged with the company. The name was then changed to Nestle &Angelo-Swiss Holding Co. Ltd, on November 27, 1936. In December 1947, Co acquired all shares capital of the Alimentana S.A Company...
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...Ever wondered why Pepsi and Coke have been at each other’s throat for years? Most of the writing about the fighting misses the real reason. The battle is not in continuance of old rivalry, it is really about the category in which the two brands exist: impulse-purchased products. Companies working in this category need to understand it thoroughly, and use this knowledge intelligently. In many countries, agencies are organised by categories. Account planners, creative and servicing people specialise in categories and tend to move from agency to agency along category-lines. In fact, recruitment of advertisements specify the kind of category experience required for the job. Brand managers too move along similar lines. This leads to in-depth understanding of category consumer behaviour and competitive forces, which in turn sparks better marketing strategies and impactful communication. In comparison, Indian advertisements is full of generalists. It is common to have one account team handling products as diverse as tractors, ice-cream, suitings and computers simultaneously. Impulse purchases are products or services bought on the spur of the moment. Typically, these products are low-priced, frequently bought and quickly consumed. Ready availability is very important in this category which includes goods like soft drinks, sweets and candies, ice-cream, minor items of clothing like ties, ribbons and head bands, magazines, greeting cards, and gifts. Often, we buy them simply...
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...PROJECT REPORT ON CADBURY INTERGENERATIONAL BRANDING BY BRAND SUBMITTED TO: Prof. Jone Mathews SUBMITTED TO: Prof. Jone Mathews SUBMITTED BY: APURV SINGH (PGFA1108) NIKITA KHANNA (PGFA1130) PAARIJAT (PGFA1131) PAYAL GUPTA (PGFA1132) SANCHI MALHOTRA (PGFA1140) SHOBHIT MITTAL (PGFA1144) SUBMITTED BY: APURV SINGH (PGFA1108) NIKITA KHANNA (PGFA1130) PAARIJAT (PGFA1131) PAYAL GUPTA (PGFA1132) SANCHI MALHOTRA (PGFA1140) SHOBHIT MITTAL (PGFA1144) Executive Summary The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948. Currently Cadbury India operates in five categories, which are Chocolate Confectionery, Milk Food Drinks, Candy, Gum and Snacks category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Celebrations, Temptations and Gems. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. Earlier Cadbury Dairy Milk had positioned itself as a chocolate for kids . Later it was repositioned as a chocolate meant for all age groups emphasizing on the children hidden in us. The model that we have used is Customer Based...
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...Questionnaire write up 1. I conducted research and I found out that most of the people who answered my survey were females. 2. My findings show that people who answered my survey were in the 16-20 year old age category. This tells me that my target audience will be the 16-20 age range. 3. I asked people how often they eat chocolate and the results varied. The majority of them ate chocolate almost or the time with a few people eating it very rarely. 4. I then asked them which is their favourite brand of chocolate and the majority says Cadbury was their favourite. This is good as I’ve chosen a Cadbury product and Cadburys being a popular brand would make my target market want to see their adverts. 5. I then asked them to put their favourite Cadbury product in order and the product I chose which was flake was the third favourite. This graph shows that flake was the third most popular and this is good because I chose flake and it’s in the top 3 most popular so consumers will be buy it and look at the adverts. 6. I then asked which the most important feature of an advert was. The celebrity endorsement and the storyline were the top 2 which means I should try to have either of them to make my advert better. Overall I have found out that most of my target audience were teenagers. I also found out that chocolate is a very popular product. I have decided to include storyline and humour in my advert as we can’t get a celebrity and storyline and...
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...COMMUNICATION PRACTICE 1.0 Introduction The Cadbury story is a fascinating study of industrial and social development, covering well over a century and a half. It shows how a small family business developed into an international company combining the most sophisticated technology with the highest standards of quality, technical skills and innovation. (http://www.studymode.com/essays/Cadbury-527696.html) 2.0 Company Overview The Cadbury's company began life in a modest grocer's in the UK in the 1820s by Quaker, John Cadbury. The most popular item that he sold was cocoa, which made Mr Cadbury make chocolate. The success of this enterprise led John Cadbury and brother, called Benjamin, to form the Cadbury Brothers business, and in the 1850s they were awarded a Royal Warrant as producers for Queen Victoria, an accolade that the company still holds for the monarchy today. John Cadbury's sons Richard and George took over the company in the 1860s, and five years later introduced a new way of pressing cocoa butter to form the essence of cocoa. They introduced a variety of different chocolates and began, for the first time to sell assortments in boxes that had attractive designs and pictures depicted on them. In 1905, the now iconic Cadbury's Dairy Milk was launched, which is now the company's flagship product. (http://www.blurtit.com/q4118850.html) 3.0 Mission and vision statement (http://www.studymode.com/essays/Cadbury-Schweppes-Versus-Coke-1151857.html) Company...
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...orders to attract new customers as their marketing strategy and also to give idea what type of chocolate designs can the customers’ order. THE BARGAINING POWER OF SUPPLIERS Their main supplier is unknown as in A@mar Chocolatios’s blog just mention they receive guidance from Lembaga Koko Malaysia. Service making homemade chocolate being done by the family members of A@mar Chocolatios as it is a family business. All the raw materials & cooking utensils to make chocolates are Halal. Main focus is take order and make chocolate. They do not have readymade chocolate. INTENSITY OF RIVALRY Competitor is Cadbury Chocolate Malaysia. Well established chocolate for many years. Promotion of Cadbury chocolate is very intensive as they have SMS contest, Cadbury nationwide happiness tour, mobile game contest and so on. Cadbury chocolates been sold in every supermarkets, small groceries shop,...
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...nationally recognized brand. Snapple’s rise in the beverage industry was crowned in 1994, when the Quaker Oats Company purchased Snapple for $1.7 billion. Quaker expected to make Snapple a major player in the industry, as it had done with GAatorade. However, the company was unable to capitalize on the brand’s previous success. In 1997, Quaker sold Snapple to Triarc Beverage Group for $300 million. Triarc faced a number of challenges, including reversing the sales slide, revamping the distribution system, and creating new products that will enable growth. Most importantly, Triarc had to find a way to reconnect the brand with its consumers. Triarc successfully resurrected the Snapple brand, and in 2000 sold Snapple to Cadbury Schweppes for $1.45 billion. Cadbury Schweppes then faced the challenge of maintaining Snapple’s brand strength in an increasingly competitive beverage environment. THE EMERGENCE OF SNAPPLE The roots of Snapple Corporation date back to 1972 in Brooklyn, New York when brothers-in-law, Leonard Marsh and Hyman Golden, left their window-washing business and teamed up with Marsh’s childhoAod friend and health food store owner Arnold Greenberg to sellpure fruit juice as the “Unadulterated Food Products Co.” In 1978, they created an apple soda that fizzled - so much that several bottles exploded - inspiring the “snap” in the drink’s eventual name. They bought the rights to the name from a man in Texas for what then seemed like a very expensive price of $500...
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...EXECUTIVE SUMMARY PeeLeaf is a brand of chocolate bar with candied peels and leafs on the inside. The product will be launched locally in 2013 by Cadbury, a subsidiary of Kraft Foods Inc., the second largest confectionery company. This presentation includes business review, environmental analysis, customer segments, marketing objectives, sales promotion, marketing strategies, controls and projected financial statement of PeeLeaf in the Philippines. In 2010, total imported chocolate sales equaled to 3 billion pesos and expected to increase significantly due to better economic conditions. Cadbury is highly confident that their new product will be successful in the Philippines for the years to come. ENVIRONMENTAL ANALYSIS Strengths Cadbury is a company, which is reputed internationally as one of the topmost chocolate provider in the world. The brand is well known to people and they can easily identify it from others. Cadbury, one of the world leaders in chocolate, is well-known force in marketing and distribution. Users have a positive perception about the qualities of the brand. Fruits and Vegetable Peels and Leafs prices are considerably lower than Cocoa, thereby, decreasing the cost of production. Availability of wide variety of pack seizes, which provided the consumers with several different options based on their level of disposable income. Sales and marketing is year-round, with an increased focus during the...
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...To: CEO and Senior Leader for the Kraft/Cadbury Merger From: Lihui Chen and Kristin Spivey, LK Consulting Date: [ 3/3/2010 ] Re: Recommendations for Potential Issues that can arise after a Merger INTRODUCTION Congratulations on your recent merger of Kraft and Cadbury. We have analyzed the merger and have found three issues that need to be addressed in order to achieve the best results for both your companies. The three main areas we have analyzed are leadership, cultural perceptions and operation difficulties. LEADERSHIP ISSUE The most important thing to consider when consolidating two companies is appointing the right managers and manager team to work cross-functionally between the two companies The appointment is so critical because: 1) it is a strong clue that about new company’s direction and structure. The employees will interpret their future from the appointment. For example, if the top manager team is consist half Kraft and half Cadbury, the Cadbury’s resourses will be allocated equally. If the team is consist mostly “Cadbury”, the employee’s worries about losing job will greatly disappear. 2) Kraft didn’t have candy product line before merger. And Cadbury has entered countries where Kraft lacks market share, such as India. A main object for the team is that Cadbury can increase its presence in the market of countries where Kraft has a much larger presence while Kraft can gain customers in the market where Cadbury owns a big presence. This objective...
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...Cadbury is a British multinational confectionery company owned by Mondelēz International. It is the second largest confectionery brand in the world after Wrigley's.[2] Cadbury is headquartered in Uxbridge, London, and operates in more than fifty countries worldwide. Cadbury is best known for its confectionery products including the Dairy Milk chocolate, the Creme Egg, and the Roses selection box. Cadbury was established in Birmingham in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company's workers improved living conditions. Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's best-selling product. Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes in 1969. Cadbury was a constant constituent of the FTSE 100 from the index's 1984 inception until the company was bought by Kraft Foods in 2010.[3][4] In 1905, Cadbury launched its Dairy Milk bar, a production of exceptional quality with a higher proportion of milk than previous chocolate bars.[6] Developed by George Cadbury Jr, it was the first time a British company had been able to mass-produce milk chocolate.[7] From the beginning, it had the distinctive purple wrapper.[7] It was a great sales success, and...
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