Leading Fmcg Product Using Psychographic Segmentation

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BRIEF
Cadbury is almost 200 years young with a heritage tracing right back to 1824. It's a fascinating story of industrial and social development - the story of a small family business growing up, and joining with others, to become an international world leader. A story of technical invention and secret recipes, marketing savvy and the creation of great brands. A story of people who are passionate, principled, pioneering and just love confectionery. Cadbury is a British-based confectionery company, the industry's second-largest globally after the combined Mars-Wrigley Headquartered in Uxbridge, England and formerly listed on the London Stock Exchange, Cadbury was acquired by Kraft Foods in March 2010. The company was an ever-present constituent of the FTSE 100 from the index's 1984 inception until its 2010 takeover. The firm was known as "Cadbury Schweppes plc" from 1969 until a May 2008 demerger, which saw the separation of its global confectionery business from its U.S. beverage unit, which has been renamed Dr Pepper Snapple Group Inc. HISTORY

EARLY HISTORY
In 1824, John Cadbury began vending tea, coffee, and drinking chocolate, which he produced himself, at Bull Street in Birmingham, England. John Cadbury later moved into the production of a variety of Cocoas and Drinking Chocolates being manufactured from a factory in Bridge Street, supplying mainly to the wealthy due to the high cost of manufacture at this time. During this time a partnership was struck between John Cadbury and his brother Benjamin. At this time the company was known as 'Cadbury Brothers of Birmingham'. The two brothers opened an office in London and in 1854 received the Royal Warrant as manufacturers of chocolate and cocoa to Queen Victoria. Around this time in the 1850s the industry received a much needed boost with the reduction in high import taxes on cocoa; this allowed chocolate to become more affordable to everyone. Due to the popularity of a new expanded product line, including the very popular Cadbury's Cocoa Essence, the company's success led to the decision in 1873 to cease the trading of tea. Around this time, master confectioner Frederic Kinchelman was appointed to share his recipe and production secrets with Cadbury, which led to an assortment of various chocolate covered items. In 1878, John Cadbury's sons Richard and George (who had taken over the company after John Cadbury's retirement in 1861), acquired the Bournbrook estate, comprising fourteen and a half acres of countryside five miles south of the outskirts of Birmingham. They renamed the Bournbrook estate to Bournville and opened the Bournville factory in 1879. In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and planned, at his own expense, a model village which would 'alleviate the evils of modern more cramped living conditions'. By 1900 the estate included 313 cottages and houses set on 330 acres (130 ha) of land. As the Cadbury family were Quakers there were no pubs in the estate in fact, it was their Quaker beliefs that first led them to sell tea, coffee and cocoa as alternatives to alcohol. The history of the company, from its origins up to modern times, has been charted in the recent book by John Bradley. 1800

In 1824 John Cadbury opens his shop at 93 Bull Street, Birmingham in the UK. Apart from selling tea and coffee, he also sells hops, mustard and a new sideline - cocoa and drinking chocolate, which he prepared himself using a mortar and pestle. By 1842 he is selling 16 sorts of drinking chocolate and eleven varieties of cocoas. His brother Benjamin joins the firm in 1847 when Cadbury Briothers becomes the family business. In the 1860s, the Cadbury brothers introduce a new process to produce a much more palatable Cocoa Essence - the forerunner of the cocoa we know today. The plentiful supply of cocoa butter remaining after the cocoa is pressed makes it possible to produce a wider variety of eating chocolate. Having outgrown...
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