Cadbury was founded in 1824 in Birmingham, England by John Cadbury. By the late 1800s, it had expanded into manufacturing milk chocolate. Today it has a wide range of confectionary and cooking products and is the largest confectionary company in the world. It has strengths in its product range, prices, and international business. However, it also faces weaknesses in health concerns and a lack of dietary options. While opportunities exist in expanding into countries like France, threats include not understanding foreign customer preferences and unexpected costs from increased competition.
The case study is based on the luxury chocolatier Godiva and it's recent market insight where the
company tried to figure out consumers buying behaviours (when people buy the products and what
consumer perceive about a product) of chocolate products. Godiva has two types of consumer,
first, people who buy chocolate in special occasion
This week I worked with the French luxury fashion house Chloé. In this presentation you will find a brief introduction to the brand, its target and product portfolio, its relationship with the French-American beauty manufacturer Coty, as well as a brief analysis of the make up market in the United States and, and a lipstick licensing proposal for the luxury fashion house.
Feel free to comment!
The case study is based on the luxury chocolatier Godiva and it's recent market insight where the
company tried to figure out consumers buying behaviours (when people buy the products and what
consumer perceive about a product) of chocolate products. Godiva has two types of consumer,
first, people who buy chocolate in special occasion
This week I worked with the French luxury fashion house Chloé. In this presentation you will find a brief introduction to the brand, its target and product portfolio, its relationship with the French-American beauty manufacturer Coty, as well as a brief analysis of the make up market in the United States and, and a lipstick licensing proposal for the luxury fashion house.
Feel free to comment!
Marketing Intelligence analysis on designer clothes brand Chloé. Presented as part of the Marketing Strategy compulsory module in the MSc in International Management at the University of Exeter, England on December 2nd, 2009.
Marked with a Distinction.
Beam Suntory - Merging and decentralising closer to buyer behaviourNigel Wright Group
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Marketing Intelligence analysis on designer clothes brand Chloé. Presented as part of the Marketing Strategy compulsory module in the MSc in International Management at the University of Exeter, England on December 2nd, 2009.
Marked with a Distinction.
Beam Suntory - Merging and decentralising closer to buyer behaviourNigel Wright Group
Nigel Wright speaks to Manfred Jus, Managing Director Western Europe at Beam Suntory about the company's decentralised approach and its focus on large scale talent acquisition.
SUMMARY
From 2006 to 2010:
• Sales of confectionery increased by 14% to £5.03bn.
• Chocolate sales rose by 17%.
• New product development (NPD) has been limited in recent years. Brands have produced their existing products in different formats, for example, as miniatures, or improved and modified the recipes of existing products. For example Nestlé and Cadbury used more organic and fair-trade ingredients.
• The market value is predicted to rise as the input costs are raising (price of cocoa and sugar + added tax: VAT).
• Even is the level of UK market penetration is increasing, the potential for growth is limited.
• The confectionary industry reacted quickly to the economic downturn by meliorating the value proposition and the number of promotions and discounts in order to attract cash-strapped consumers = the industry is unscathed.
CONTENT
I MARKET DEFINITION
1. Market Size:
2. Market Trends:
3. UK Chocolate Confectionery Sector:
4. UK Sugar Confectionery sector:
II INDUSTRY BACKGROUND
1. Employment
2. Distribution
3. Consumption
4. Key associations:
III COMPETITORS
1. Brand strategy
2. Cadbury Ltd (Owned by Kraft since 2010)
Brands selection:
• Flake: http://www.youtube.com/watch?v=o72M-Z6qhJg
• Green & Black’s: http://www.youtube.com/watch?v=up06rdUurg4&feature=related
• Halls Soothers: http://www.tellyads.com/show_movie.php?filename=TA12342
• Wishes: http://www.cadburymakeawish.org/
• Wispa: http://vimeo.com/31499750
3. Kraft Foods UK Ltd
Main Brands:
• Milka
• Terry’s Chocolate Orange
4. Mars/Wrigley
Main Brands:
• Bite-size: http://www.talkingretail.com/products/product-news/mars-launches-biggest-ever-bitesize-promotion
• Galaxy: http://www.youtube.com/watch?v=Old1KN9qYuM
• Wrigley Extra: http://www.youtube.com/watch?v=lRDfkAkQTEo
5. Nestle
Brands selection:
• Aero: http://www.youtube.com/watch?v=K0Gr0_taK-k
• Polo: http://www2.cbsoutdoor.ie/Our-Media/Excite/Polo---Sucker-or-Cruncher/
• Rowntree: http://vimeo.com/23154594
IV SWOT
1. Strengths
2. Weakness
3. Opportunities
4. Threats
V Buying Behaviour
VI Future trends
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Cadbury
1.
2. History of Cadbury Started in 1824 By John Cadbury In Birmingham, England Headquarters : UK
3. By 1842, John was selling 11 kinds of cocoa and 16 kinds of drinking chocolates. By 1864, George and Richard, sons of John continued to expand the product line. Cadbury manufactured its milk chocolate in 1897 Today Cadbury is the largest confectionary company in the world.
8. Opportunities in countries like France In terms of political issues, France being an advanced democratic country, specific risk is negligible. In terms of economic issues, it has fourth largest GDP in the world.
9. Threats Unable to understand foreign customer preference. Incur unexpected cost. Threat of entry due to the competition growing through acquisation.
10. Interesting facts First one to include pictures instead of printed text on chocolate boxes. Many children joined Cadbury’s Coco cub Club that it had 300,000 members in 1936. Launched a Get Active program in 2003, helping 10,000 teachers get in shape.
12. Mars-wrigley Type : private Industry : confectionary Founded : 1911 in Tacoma, Washington, USA. Founder : Frank C.Mars Products : milky way, bounty, mars, snickers. Revenue: US$30 billion
13. Nestle Type : private Industry : Food processing Founded : Vevey, Switzerland (1866) Founder : Henri Nestle Products : baby food, coffee, dairy products, ice cream Revenue: CHF 107.6 billion
14. Kraft Foods Type : public Industry : Food Processing. Founded : Englewood,Chicago, USA Products : ice cream, cheese, milk. Revenue: US$ 40.4 billion
15. Ferrero Type : private Industry : Food Founded : 1946 Founder : Pietro Ferrero Products : confectionary. Revenue : 6.2 billion euros
18. conclusion In order for to reach the peak of achievement, the company would have to stress on the growth of the product. Cadbury should also look into other countries like Asia Pacific in order to market its products popular globally. Another strategic plan would be a joint venture. Needless to say that in order for the company to market its products globally, it is understood that heavy capital and expenditure have to be sacrificed.
19. “LAST BUT NOT TO FORGET THAT CADBURY SHOULD NEED TO STRENGTHEN THE BRAND NAME OF ITS PRODUCTS”