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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 example with which to illuminate the story of
consumerism. The company was established even before there
were a mass of consumers to sell to, and was at the forefront of
many of the developments which facilitated the rise of mass
markets:
Putting product quality at the heart of the brand.
Harnessing the miracles of the Industrial and Transportation
Revolutions to drive explosive growth
Industry consolidation via mergers and acquisitions to cement
critical mass
A radical approach to harnessing the potential of its workforce
to create the most effectively run company in Britain
The virtuous circle of economies of scale which slashed prices
and brought chocolate to the masses
Innovative marketing and selling approaches that put the
Cadbury brand into not just the minds of consumers, but their
hearts.
Illustrated with fact, anecdote and beautiful images from
previously archived material, this book provides the reader with an
unprecedented insight into one of the world's most iconic
brands. These insights will help any consumer business that aspire
to build longevity for their brand with lessons on how to better
endear itself to consumers, and how to turn that relationship into
profitable sales.
The book has the full backing from Cadbury and chairman Sir John
Sunderland provides the foreword.
Autorentext
John Bradley brings a unique insider's perspective to the Cadbury brand, having spent 24 years working for Cadbury in a career encompassing Brand Management, Market Research, Sales, and running Cadbury World. Having moved from the UK to Canada in 1996, he left Cadbury in 2004 to pursue a new career in management training and writing. John contributes a regular column for Strategy magazine, giving a wry look at the Marketing and Advertising professions, and is a frequent speaker at industry conferences. he lives near Toronto with his wife, Audrey, and their daughter, Georgina. He can be reached at www.yknotsolutions.com.
Klappentext
Cadbury's Purple Reign for the first time tells the definitive story of Cadbury's rise from a Birmingham shop to become the 21st-century's pre-eminent chocolate brand. This no-holds-barred account details the rollercoaster ride of seismic market changes endured and ultimately triumphed over by Cadbury. The insights from Cadbury's journey will help any consumer business that aspires to build longevity for their brands.
John Bradley has drawn on Bournville's unique historical archive to write a fascinating account of the building of the Cadbury brand. His perceptive analysis of the way in which the fortunes of the company were linked to the development of the brand makes a compelling case study. His research has been meticulous and Cadbury's Purple Reign will deservedly attract a wide readership.
Sir Adrian Cadbury
became Chairman of Cadbury Ltd in 1965 and retired as Chairman of Cadbury Schweppes in 1989
Few if any brands developed during the 19th-century have the relevance and appeal that Cadbury takes into the 21st. In Cadbury's Purple Reign John Bradley gives an authoritative account of the values on which the brand was built and how these influenced its direction at critical times. Not only is this an excellent business case study but it will also have wider appeal as the definitive story of a household name.
Sir Dominic Cadbury
Cadbury Schweppes Chairman: 1993-2000
The challenges of building long term brand equity are compellingly illustrated in this book and the lessons are clearly laid out. Anyone who wants to think beyond the next short term fix for their brand should read this.
Marcel Corstjens
The Unilever Chaired Professor of Marketing, INSEAD
This book provides insight into the evolution of marketing as seen through the lens of one important global brand. A must read for anyone interested in where marketing has come from and where it is going.
Niraj Dawar
Professor of Marketing, Ivey Business School, Canada
Zusammenfassung
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 example with which to illuminate the story of consumerism. The company was established even before there were a mass of consumers to sell to, and was at the forefront of many of the developments which facilitated the rise of mass markets:
The book has the full backing from Cadbury and chairman Sir John Sunderland provides the foreword.
Inhalt
FOREWORD.
ACKNOWLEDGEMENTS.
IMAGE CREDITS.
PART I: THE RISE TO PROMINENCE.
CHAPTER 1 GETTING ESTABLISHED: BACK FROM THE BRINK.
CHAPTER 2 MARKET CHANGES: MOVING ON FROM COCOA ESSENCE.
CHAPTER 3 NEW CATEGORIES: EXTENDING THE CADBURY BRAND BEYOND COCOA.
CHAPTER 4 CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTURE WITH STRATEGY.
PART II: MAKING CHOCOLATE A MASS MARKET.
CHAPTER 5 CREATING A MASS MARKET: THE FORD OF CHOCOLATE.
CHAPTER 6 BUILDING THE CADBURY BRAND.
CHAPTER 7 A CHANGING U.K. MARKET: CADBURY'S COMPETITORS EVOLVE.
CHAPTER 8 OVERSEAS EXPANSION: PAINTING THE BRITISH EMPIRE PURPLE.
PART III: DIFFICULT HEADWINDS.
CHAPTER 9 IMPACT OF THE WAR.
CHAPTER 10 SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINST CADBURY.
CHAPTER 11 OVERSEAS PROGRESS.
PART IV: THE PATH TO GLOBAL LEADERSHIP.
CHAPTER 12. NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURY BRAND FOOTPRINT.
CHAPTER 13 THE U.K. TURNAROUND.
CHAPTER 14 THE OVERSEAS BUSINESSES GO FROM STRENGTH TO STRENGTH.
CHAPTER 15 EXTENDING THE GEOGRAPHIC AND CATEGORY FOOTPRINTS.
CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS.
PART V: OVERVIEW.
CHAPTER 17 THE CADBURY BRAND: A PERSONA…