Cadbury
Chocolate Consumers Feeling Guilty For The Wrong Reasons…
STUDENT NAME: SANA SHROFF
STUDENT ID NUMBER: 4069231
Table of Contents
i. Introduction ii. Summary iii. Objectives of research iv. Marketing and self-concept v. Motivational strategies vi. Cadbury and its decisions vii. Conclusions viii. Recommendations ix. references
Introduction
Cadbury has been upgrading its manufacturing facility in Australia since 2001 and has become one of the most popular confectionery brands and flavours in the world.
Cadbury has a total of fifty per cent market share in the confectionary market, selling 50 % of the top 20 selling chocolate singles in the world.
Cadbury is a market-oriented company, therefore its success relies on satisfying the needs and wants of its consumers. It is able to do so by constantly listening to its consumers and its ability of getting adapted to the constant changes in the environment. In response to these changes, Cadbury seeks to create new products, improve on its existing core brands and browse new ways to add value to those brands.
SUMMARY
The given case study recognizes the unethical practices used by Cadbury using palm oil instead of cocoa butter in one of their products to cut down on their expenses. This activity of Cadbury therefore left its consumers and other environmental organisations (WWF) attacked. It tried to gain back their consumers trust by their high profile announcements of using the fairtrade logo very shortly for the Dairy Milk Brand in key global markets. Due to the negative response of customers, Cadbury decided to get back to its Cocoa-Butter only formulae and apologized for non-environmental friendly decision made by them.
This report illustrates that with corporate governance, ethical behaviour is an integral part of every business (referring to Cadbury in this case).It outlines the key features of the case study and majors out in the marketing/advertising aspect of
STUDENT NAME: SANA SHROFF
STUDENT ID NUMBER: 4069231
Table of Contents
i. Introduction ii. Summary iii. Objectives of research iv. Marketing and self-concept v. Motivational strategies vi. Cadbury and its decisions vii. Conclusions viii. Recommendations ix. references
Introduction
Cadbury has been upgrading its manufacturing facility in Australia since 2001 and has become one of the most popular confectionery brands and flavours in the world.
Cadbury has a total of fifty per cent market share in the confectionary market, selling 50 % of the top 20 selling chocolate singles in the world.
Cadbury is a market-oriented company, therefore its success relies on satisfying the needs and wants of its consumers. It is able to do so by constantly listening to its consumers and its ability of getting adapted to the constant changes in the environment. In response to these changes, Cadbury seeks to create new products, improve on its existing core brands and browse new ways to add value to those brands.
SUMMARY
The given case study recognizes the unethical practices used by Cadbury using palm oil instead of cocoa butter in one of their products to cut down on their expenses. This activity of Cadbury therefore left its consumers and other environmental organisations (WWF) attacked. It tried to gain back their consumers trust by their high profile announcements of using the fairtrade logo very shortly for the Dairy Milk Brand in key global markets. Due to the negative response of customers, Cadbury decided to get back to its Cocoa-Butter only formulae and apologized for non-environmental friendly decision made by them.
This report illustrates that with corporate governance, ethical behaviour is an integral part of every business (referring to Cadbury in this case).It outlines the key features of the case study and majors out in the marketing/advertising aspect of
References: * INTERNET * ARTICLES * NEWPAPERS * Peter Stimpson and Alastair Farquharson Cambridge International AS and A Level second edition. * Cambridge international IG business Coursebook.