Cadbury's Purple Reign

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.

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:

• 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.

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 PERSONAL VIEW.

BIBLIOGRAPHY.

INDEX.