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Posted: October 14th, 2024
Cadbury was a British confectionery company, the industry’s second-largest globally after the combined Mars-Wrigley.[2] Headquartered in Cadbury House in the Uxbridge Business Park in Uxbridge London Borough of Hillingdon, England and formerly listed on the London Stock Exchange, Cadbury was acquired by Kraft Foods in February 2010. The company was an ever-present constituent of the FTSE 100 from the index’s 1984 inception until its 2010 takeover.[3][4]
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. What products or services does it offer customers? At what price(s)?
Products
Main article: List of Cadbury products
Cadbury plc manufactures chocolates and sweets such as the popular Cadbury Dairy Milk.
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Notable product introductions include:
Cocoa Essence Easter Eggs Milk Chocolate Cadbury Fingers Dairy Milk Bournville Chocolate Milk Tray Flake Creme Egg Crunchie Roses Fudge Dairy Milk Buttons Picnic Curly Wurly Wispa (relaunched 2007) Boost Twirl Time Out Fuse Brunch Bar, Dream and Snowflake Cadbury dairy milk silk (richer, finer milk chocolate) and Wispa Gold
Cadbury Dairy Milk Bar of Plenty Berry Fruit and Vanilla Shortcake 140g. Price: £2.34
Cadbury Dairy Milk Bar of Plenty Toffee Apple and Roast Hazelnut 140g. Price: £2.34
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boost High Protein Energy Drink, Vanilla, 8 oz, 6 pk
$10.69
Cadbury Dairy Milk Silk, a brand priced at Rs 49 for 69 grams and Rs 99 for 160 grams available in Milk chocolate, Roast Almond and Fruit & Nut variants. The company aims to position Silk as ‘smoother, creamier and chunkier.’
Who are its customers and what do they want?
Within Chocolate, it’s interesting that Cadbury is a very small player outshone by Nestle, M&M Mars (now called Masterfoods) and Hershey. Cadbury is a distant 4th. But, in Canada & Europe, Cadbury is a huge player – perhaps #2. This is because Cadbury Schweppes is British based and hence has a much larger presence in Europe, Canada & Australia.
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Within Confections (e.g. gum, hard candy), competitors would include Wrigley’s.
Within Soft Drinks, Cadbury Scheppes is a distant 3rd, with Coke in the lead, followed closely by Pepsi. Interestingly enough, I think that 7-Up, one of Cadbury’s products, is actually sold by Pepsi outside the US.
Within Juices & Juice Drinks, competition is w/ Coke (e.g. Minute Maid, Hi-C) and Pepsi (e.g. Tropicana, Gatorade, Brisk Iced Tea), Ocean Spray, Welch’s and many smaller players.
Within Fruit Snacks, Dole & Del Monte are the largest competitors.
the corporate site has a lot of stakeholders: shareholders, potential investors, journalists, job-seekers, employees, analysts – financial and sustainability, suppliers, partners, customers… There needs to be somewhere that at least the core facts about the company can be found by all these people, for convenience as well as for legal reasons. adbury monitor the production process by using total quality
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management to ensure that the chocolate/products that are produced are
of a high quality and meet the needs of the customers, this is vital
for Cadbury because they produce chocolate products mainly which has a
lot of substitutes, this means that customers could loose interest in
Cadbury products if their demands are not met or thought about. An alternative quality assurance method that Cadbury could use is
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benchmarking. Benchmarking is a method for comparing the performance
of one business against another, this would of an advantage to Cadbury
because they could compare their sales figures, production figures etc
against a major competitor (Nestle for example), the comparisons would
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help Cadbury to set aims and goals for the business itself and once
the aims have been met it may almost be certain that Cadbury is
outperforming its competitor.
However the competitor that Cadbury choose has to be near enough the
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same size business as Cadbury, this is to make the benchmarking fair.
As well as the above benchmarking will help Cadbury to do better than
their competitor(s).
. How do they communicate with customers and how do they sell their product to customers?
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Cadbury have continued their innovative work – but off the corporate site. The Cadbury approach seems to be to maximise the brand benefits they can get from their customer-facing social media outposts, while retaining the static and more corporate information on the corporate site.
There are hundreds of thousands of fans of Cadbury fans on Facebook. These are mostly brand pages (Dairy Milk: two pages with over 400,000 fans; Creme Eggs: two pages, with over 500,000 fans; Mini Eggs: two pages with over 300,000 fans … and that’s just on the first page of results). But there is also a corporate page with over 248,000 fans, and even a page for their recent Eyebrows advertisement campaign with nearly 225,000 fans. That is more than a glass and a half of customer love…
Cadbury is clearly doing something very right here; Facebook works well for them, and they are making the most of their advertising successes, and welcoming the mashups and spoofs that their loyal customers create. (You’ll no doubt remember the Mars/Snickers episode from a few months ago).
But it isn’t just Facebook: there are many Cadbury inspired videos on YouTube, and there’s at least oneCadbury channel. There also seem to be several Cadbury-owned Twitter accounts (such as @ButtonsFOTF,@haveyouearnedit, @Cadbury_Gorilla and @GoingFairTrade).
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These are the only ways through customers get attracted towards their different brands of chocolate and they sell their products.
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