Cadbury's purple reign : the story behind chocolate's best-loved brand / John Bradley.

Format:

Book

Author/Creator:

Bradley, John, 1957-

Language:

English

Subjects (All):

Confectioners--Great Britain--History.

Confectioners.

Chocolate industry--Great Britain--History.

Chocolate industry.

Brand name products--Great Britain--History.

Brand name products.

Cadbury (Firm)--History.

Cadbury (Firm).

Physical Description:

1 online resource (494 p.)

Edition:

1st ed.

Place of Publication:

Chichester, England ; Hoboken, NJ : John Wiley, 2008.

Language Note:

English

Summary:

A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand. Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand. It presents a no holds barred account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. It is a story of endurance, where, in the UK, Cadbury is a clear market leader. This fascinating journey that has been the history of Cadbury makes it an ideal exampl

Contents:

Title Page; Copyright Page; Foreword; Acknowledgements; Image credits; Part I - THE RISE TO PROMINENCE; Chapter 1 - GETTING ESTABLISHED: BACK FROM THE BRINK; Career Shift; To the Brink; Differentiate or Die; Defining the Market; Moving from Features to Benefits; Defining the Category; Chapter 2 - MARKET CHANGES: MOVING ON FROM COCOA ESSENCE; Chapter 3 - NEW CATEGORIES: EXTENDING THE CADBURY BRAND BEYOND COCOA; Raising the Bar; Milking the Idea; All Because the Lady Loves...; Taking the Biscuit; Chapter 4 - CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTURE WITH STRATEGY

Bournville - The Ideal BaseAfrican Gold - Ensuring Quality in the Supply Chain; Employee Engagement: Getting People to Give Their Best; Part 1 - Summary; Part II - MAKING CHOCOLATE A MASS MARKET; Chapter 5 - CREATING A MASS MARKET: THE FORD OF CHOCOLATE; Passing on the Costs; Mass Production; Efficiency rules; Chapter 6 - BUILDING THE CADBURY BRAND; People Come to Cadbury; Cadbury Comes to the People; The Product Portfolio; Recognising the Range; Advertising the Range; Making the Sale; Chapter 7 - A CHANGING U.K. MARKET: CADBURY'S COMPETITORS EVOLVE; Sleeping With the Enemy

A New Market SectorThe Man From Mars; Rowntree Strike Back; Chapter 8 - OVERSEAS EXPANSION: PAINTING THE BRITISH EMPIRE PURPLE; Australia; Canada; New Zealand; Ireland; PART II - Summary; Part III - DIFFICULT HEADWINDS; Chapter 9 - IMPACT OF THE WAR; Strategic Deep Freeze; United States; West Germany; India; Post Rationing U.K. Boom; Chapter 10 - SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINST CADBURY; The 30-Second Marvel; Cadbury Moves Into Countlines; A Challenger to Dairy Milk; Changes in the Retail Trade; Handling the Products; The Silent Salesman; The Rise of the Grocer

Cadbury's New CountlineCadbury-Fry; Chapter 11 - OVERSEAS PROGRESS; Ireland; New Zealand; Australia; South Africa; India; PART III - Summary; Part IV - THE PATH TO GLOBAL LEADERSHIP; Chapter 12 - NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURY BRAND FOOTPRINT; Confectionery Beyond Chocolate; Having Their Cake and Eating it; Grocery Products; Two Marvellous Smash Hits; Schhh. You Know who; Takes the Biscuit; Foods Overseas; Go West; Chapter 13 - THE U.K. TURNAROUND; Putting Marketing into the Heart; Focus on the bottom Line; Out With the Old, In With the New; Branding the Portfolio

Dairy Milk LanguishesThe Yorkie Juggernaut; Tackling the Costs - Mk II; Turnaround; Chapter 14 - THE OVERSEAS BUSINESSES GO FROM STRENGTH TO STRENGTH; Ireland; North America; New Zealand; Australia; South Africa; India; Chapter 15 - EXTENDING THE GEOGRAPHIC AND CATEGORY FOOTPRINTS; Early Emerging Markets; The Acquisition Trail; Sugar; Middle East; The Americas; Eastern Europe; The Wild East; China; Cadbury's Global Position; Chapter 16 - U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS; Back to the Core; The Purple Spine; Cadbury Means Chocolate; The Purple Envelope

Surrounding the Consumer with Cadbury

Notes:

Description based upon print version of record.

Includes bibliographical references (p. 336-337) and index.

ISBN:

9786612343179

9781119995050

1119995051

9781119206361

1119206367

9781282343177

1282343173

9780470753712

0470753714

OCLC:

608624354