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Papers > Business > Cadbury Creating a new and Exciting Brand Café Cadbury
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Cadbury Creating a new and Exciting Brand Café Cadbury |
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Cadbury: Creating a new and Exciting Brand - Café Cadbury Cadbury and the marketing concept The Cadbury brand is among the most well-known brands in the UK. Founded in 1824 by John Cadbury as Cadbury Limited, Cadbury can rely on a long tradition and over time has accomplished to establish and maintain public goodwill towards the company as well as a high reputation. The factors which contribute to Cadbury’s success include the focus on high quality, a strong customer orientation, the early recognition of changes in consumer tastes and habits and the ability to adapt to these changes, and with that the realization of customer satisfaction that was better than the competition. Furthermore, Cadbury has managed to use both tradition and innovation as key concepts for their marketing strategy, what becomes clearly visible in Cadbury’s product line. Cadbury’s products and brands Cadbury’s product line has been extended immensely over time and now offers an incredible vast product range which amounts to more than 180 confectionery products. Under the umbrella of the Cadbury Masterbrand there are currently more than 30 brands carrying the name Cadbury, among which are top-selling brands such as Cadbury’s Dairy Milk Megabrand, Cadbury’s Roses, or Cadbury’s Crunchie. Cadbury always tries to stay ahead of its competitors and therefore constantly reviews the performance of its brands, among other things in terms of sales figures and market share as well as brand perception by consumers. Naturally, Cadbury regularly monitors its share of the UK confectionery market and tries to extend it, which often has led to the creation and establishment of both new products and new brands, as it was the case in the last years with Cadbury’s Miniature Heroes and Cadbury’s Snowflake (both a major success) and more recently with Cadbury’s Mye, which was launched in August 2002 and, according to Cadbury, is the most indulgent chocolate product yet. Overview of the UK confectionery market In the year 2000, in which Café Cadbury was launched, the UK has remained one of the biggest confectionery markets in the world and for Cadbury the most important market in Europe. ... The major player in the UK confectionery market in 2000 has been Cadbury Trebor Basset with a market share of 28%. The two major competitors of Cadbury are Mars and Nestlé, both having a market share of 20%. The division of the confectionery market is resembled by a ranking of the top confectionery brands: Cadbury’s Dairy Milk Megabrand is ranked at the top and followed by Kit Kat (Nestlé) and Mars Bar. However, Cadbury does not hold a leading postion in all segments of the market. |
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Title: Cadbury Creating a new and Exciting Brand Café Cadbury
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