Cadbury's Purple Reign

Overview

A unique expose of the Cadbury story that provides an unprecedentedinsight into the development, sustenance and modernising of aniconic brand. it is a story of bold initiatives, endurance andadaptation.

In the UK, Cadbury is today a clear market leader, not havingsuffered the fate of other 19thcenturypioneer consumer brands, suchas Pears Soap and Camp Coffee Essence - still around but rarely inour shopping baskets. The focus on quality ahead of everythingelse, coupled with ...

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Overview

A unique expose of the Cadbury story that provides an unprecedentedinsight into the development, sustenance and modernising of aniconic brand. it is a story of bold initiatives, endurance andadaptation.

In the UK, Cadbury is today a clear market leader, not havingsuffered the fate of other 19thcenturypioneer consumer brands, suchas Pears Soap and Camp Coffee Essence - still around but rarely inour shopping baskets. The focus on quality ahead of everythingelse, coupled with innovative marketing and selling approaches, putthe Cadbury brand into not just the minds of millions of consumers,but their hearts.

However, it has not always been smooth sailing. Competitiveinitiatives, retail changes and media revolutions are not newphenomena, but have occurred throughout Cadbury;'s long history. Wesee how the Cadbury brand evolved as new challenges, which couldhave derailed Cadbury's progress, were met.

The Cadbury brand has also triumphed outside of the UK incommonwealth markets, but elsewhere it has largely struggled tomake the same impact. The globalisation challenges of today areilluminated by examining Cadbury's successes and failures beyondthe British Isles.

Illustrated with fact, anecdote and beautiful images fromCadbury's archives this book provides the reader with insights intoone of the world's great brand names. these insights can be readilyapplied to build and maintain brands through the turbulent marketconditions facing consumer businesses today.

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Editorial Reviews

From the Publisher
"...sumptuous yet serious book...Fascinating and fabulous, you can't help but enjoy the glorious ride that is Cadbury's Purple Reign" (The Marketer, November 2008)
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Product Details

  • ISBN-13: 9780470725245
  • Publisher: Wiley
  • Publication date: 6/16/2008
  • Edition number: 1
  • Pages: 352
  • Product dimensions: 6.90 (w) x 9.70 (h) x 1.20 (d)

Meet the Author

John Bradley brings a unique insider's perspective to the Cadbury brand, having spent 24 years working for Cadbury in a career encompassing Brand Management, Market Research, Sales, and running Cadbury World. Having moved from the UK to Canada in 1996, he left Cadbury in 2004 to pursue a new career in management training and writing. John contributes a regular column for Strategy magazine, giving a wry look at the Marketing and Advertising professions, and is a frequent speaker at industry conferences. he lives near Toronto with his wife, Audrey, and their daughter, Georgina. He can be reached at www.yknotsolutions.com.

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Table of Contents

FOREWORD.

ACKNOWLEDGEMENTS.

IMAGE CREDITS.

PART I: THE RISE TO PROMINENCE.

CHAPTER 1 GETTING ESTABLISHED: BACK FROM THE BRINK.

CHAPTER 2 MARKET CHANGES: MOVING ON FROM COCOA ESSENCE.

CHAPTER 3 NEW CATEGORIES: EXTENDING THE CADBURY BRAND BEYONDCOCOA.

CHAPTER 4 CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTUREWITH STRATEGY.

PART II: MAKING CHOCOLATE A MASS MARKET.

CHAPTER 5 CREATING A MASS MARKET: THE FORD OF CHOCOLATE.

CHAPTER 6 BUILDING THE CADBURY BRAND.

CHAPTER 7 A CHANGING U.K. MARKET: CADBURY’S COMPETITORSEVOLVE.

CHAPTER 8 OVERSEAS EXPANSION: PAINTING THE BRITISH EMPIREPURPLE.

PART III: DIFFICULT HEADWINDS.

CHAPTER 9 IMPACT OF THE WAR.

CHAPTER 10 SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINSTCADBURY.

CHAPTER 11 OVERSEAS PROGRESS.

PART IV: THE PATH TO GLOBAL LEADERSHIP.

CHAPTER 12. NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURYBRAND FOOTPRINT.

CHAPTER 13 THE U.K. TURNAROUND.

CHAPTER 14 THE OVERSEAS BUSINESSES GO FROM STRENGTH TOSTRENGTH.

CHAPTER 15 EXTENDING THE GEOGRAPHIC AND CATEGORY FOOTPRINTS.

CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURYSTRENGTHS.

PART V: OVERVIEW.

CHAPTER 17 THE CADBURY BRAND: A PERSONAL VIEW.

BIBLIOGRAPHY.

INDEX.

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