Cadbury's Purple Reign: The Story Behind Chocolate's Best-Loved Brand

by John Bradley

Overview

A unique expose of the Cadbury story that provides an unprecedented insight into the development, sustenance and modernising of an iconic brand. it is a story of bold initiatives, endurance and adaptation.

In the UK, Cadbury is today a clear market leader, not having suffered the fate of other 19thcenturypioneer consumer brands, such as Pears Soap and Camp Coffee Essence - still around but rarely in our shopping baskets. The focus on quality ahead of everything else, coupled with innovative marketing and selling approaches, put the Cadbury brand into not just the minds of millions of consumers, but their hearts.

However, it has not always been smooth sailing. Competitive initiatives, retail changes and media revolutions are not new phenomena, but have occurred throughout Cadbury;'s long history. We see how the Cadbury brand evolved as new challenges, which could have derailed Cadbury's progress, were met.

The Cadbury brand has also triumphed outside of the UK in commonwealth markets, but elsewhere it has largely struggled to make the same impact. The globalisation challenges of today are illuminated by examining Cadbury's successes and failures beyond the British Isles.

Illustrated with fact, anecdote and beautiful images from Cadbury's archives this book provides the reader with insights into one of the world's great brand names. these insights can be readily applied to build and maintain brands through the turbulent market conditions facing consumer businesses today.

Product Details

ISBN-13:	9781119995050
Publisher:	Wiley
Publication date:	02/23/2011
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	352
File size:	24 MB
Note:	This product may take a few minutes to download.

About 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.

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 BEYOND COCOA.

CHAPTER 4 CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTURE WITH 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 COMPETITORS EVOLVE.

CHAPTER 8 OVERSEAS EXPANSION: PAINTING THE BRITISH EMPIRE PURPLE.

PART III: DIFFICULT HEADWINDS.

CHAPTER 9 IMPACT OF THE WAR.

CHAPTER 10 SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINST CADBURY.

CHAPTER 11 OVERSEAS PROGRESS.

PART IV: THE PATH TO GLOBAL LEADERSHIP.

CHAPTER 12. NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURY BRAND FOOTPRINT.

CHAPTER 13 THE U.K. TURNAROUND.

CHAPTER 14 THE OVERSEAS BUSINESSES GO FROM STRENGTH TO STRENGTH.

CHAPTER 15 EXTENDING THE GEOGRAPHIC AND CATEGORY FOOTPRINTS.

CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS.

PART V: OVERVIEW.

CHAPTER 17 THE CADBURY BRAND: A PERSONAL VIEW.

BIBLIOGRAPHY.

INDEX.

Editorial Reviews

"...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)

From the Publisher