An overview of Cadbury.

Introduction {1.0}

I am a marketing consultant working for Fredrick’s Meinser and Associates in the heart of London. I will be carrying out several activities including building competitor analysis, market research, giving businesses advices to clients. I will be writing a report which will include my proposals and recommendations, which would be based on Cadburys Dairy Milk chocolate in this way I would be identifying the aims and objectives of Cadburys, identify their potential customers or target audiences and the process of segmentation used, undertake a market research for Cadburys Dairy Milk chocolate idea using both primary and secondary sources, device a realistic marketing mix for Cadburys Dairy Milk chocolate and finally justify all aspects of my devised marketing mix for Cadburys Dairy Milk chocolate.

History

The person, who created the Cadbury business, is John Cadbury in 1824. The business started as a shop in a fashionable place in Birmingham. It sold things such as tea and coffee, mustard and a new sideline - cocoa and drinking chocolate, which John Cadbury prepared him self using a mortar and pestle. In 1847 the Cadbury business became a partnership. This is because John Cadbury took his brother, which also made it a family business. The business was now known as The Cadbury Brothers. A factory in Birmingham was rented, to produce their products. In 1854 the company received its first Royal Warrant as 'manufacturers of cocoa and chocolate to Queen Victoria'. In 1856 John Cadbury's son Richard joined the company, followed in 1861 Richard and George became the second Cadbury brothers to run the business when their father retired due to failing health.

The first Cadbury factory was built in the country; it was built in the green fields of Kings Norton, outside the city of Birmingham, between 1899.This places was named “Bournville”, which was named by George Cadbury where he built the factory. This took place because George Cadbury had an image, with a saying, “If the country is a good place to live in, why not work in it?” So he took his workers to live and work in (the country) Bournville. Further on the years Cadbury invited new recipes, so new chocolate were been created, for instance in 1915 Cadbury's Milk Tray, in 1920, Cadbury's Flake, in 1938 Roses were created. In 1969 Cadbury and Schweppes that is a beverage business merged together as a business. This business grew worldwide over centuries, it manufactured, marketed and distributed products in over 200 countries and new chocolates and drinks were been created. While confectionery and soft drinks remained the core of the business, the group also expanded into related food categories such as hot beverages and biscuits and also into health and hygiene. The main activities of Cadbury after it merged with Schweppes are to produces confectionery such as crunchy, twirl, roses, mini egg, whole nut, Cadbury’s Milk Tray and beverages such as Dr Pepper and Seven up. Cadbury and Schweppes have 180 brands. Now these days Cadbury and Schweppes the business is functional it is owned by many shareholders (some of whom are members of staff). The company employs around 38,000 people worldwide but in Britain 12,000 employees. The company owns 7,500 vehicles that are used for the business (delivery) in Britain.

About Cadburys Dairy Milk

Cadburys dairy milk was first introduced in 1905; Cadburys Dairy Milk, milk chocolate with its unique flavour and texture is a firm favourite all over the world it has a varieties of fruit and nut and whole nut which has sales of £23o million a year Dairy Milk, milk chocolate now gives consumers over 40 different ways to enjoy the words famous recipe. As the brand leader in the moulded chocolate market the mega brand is the same size as the butter market and bigger than the whole baked beans market. When Cadburys Dairy Milk chocolate, was first introduced into the market in the early 1990s, it made an immediate impact quickly becoming the market leader. The milk chocolate was first made by Cadburys brothers in 1987 which was made by blending milk powder with the basic chocolate ingredients of cocoa butter, cocoa mass and sugar. At the same time the Swiss were dominating the milk chocolate market with a product of superior taste and texture produced by Daniel peters of verve using condensed milk rather than powdered milk. A considerable amount was spent on research into new recipe and production methods. By 1904 the recipe was perfected and a delicious new milk chocolate made with full cream milk than any previously known product was ready for production. Three names were considered before getting CADBURYS DAIRY MILK it was first Jersey, Highland Milk and Dairy Maid. The original milk chocolate continued to be manufactured in decreasing quantities until it was finally pushed into obscurity by Cadburys DAIRY MILK in 1915. The visual impact of the brand design and the packaging style - materials and construction are the two key elements of packaging and design. Brand design needs to involve ensuring that the pack stands out against other manufactures products. The pack and design of Cadburys dairy milk has involved over the years with subtle changes to the clearly defined purple and gold livery of this market leader the parcel wrap with a mauve colour was launched in 1905, the purple and gold colours were established in 1920 in a parcel wrapped format. 1932 saw the introduction of the foil and brand wrap. In 1951 the Cadburys script logo was introduced to the design and in 1970 the famous glass half symbol used so successfully in advertising was incorporated into the design. This product has been chosen because it has resulted in a tremendous increase in the popularity of milk chocolate and the market expands rapidly and it is much enjoyed by consumers all over the world. The ingredients in Cadburys Dairy milk are: cocoa bean, cocoa butter, milk and sugar.

Why Cadburys dairy milk has been chosen

When Cadbury Dairy Milk chocolate was first introduced in the early 1900s it made an immediate impact quickly becoming the market leader. The success story has continued. It is still the top selling chocolate brand in the country. The famous slogan "glass and a half of full cream milk in every half pound" with the picture of milk pouring into the chocolate bar, is one of the all-time greats of British advertising.

The first two additions to the Cadbury Mega brand family were Fruit & Nut in 1928 followed ...

An overview of Cadbury.

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