Cadbury

Topics: Cadbury plc, Chocolate, Cadbury Pages: 9 (2618 words) Published: August 22, 2013
Cadbury is a British confectionery company owned by Mondelēz International and is the industry's second-largest globally after Mars, Incorporated.[2]Cadbury was established in Birmingham by John Cadbury in 1824, who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company's workers good living conditions. The company is best known for its confectionery products including the Dairy Milk chocolate, the Creme Egg, and the Roses selection box. Dairy Milk chocolate in particular, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's bestselling product. Creme Eggs are made available for sale in the United Kingdom from January of each year untilEaster, and are the bestselling confectionary product in the country during the period. The company was known as Cadbury Schweppes plc from 1969 until its demerger in 2008, when its global confectionery business, was separated from its US beverage unit (now called "Dr Pepper Snapple Group").[3] It was also a constant constituent of the FTSE 100 from the index's 1984 inception until the company was bought by Kraft Foods in 2010.[4][5] Cadbury is headquartered in Uxbridge, London, and operates in more than fifty countries worldwide. Seen as a new venture into the leisure industry when it opened in 1990, Cadbury World began its life principally as a public relations tool, but quickly became a popular half-day venue for people of all ages looking for quality leisure time. The original attraction was very educational and historical-based, with mainly static displays. Over time, Cadbury World has grown to be a family attraction of much bigger dimensions. It has maintained visitor numbers comfortably in excess of half a million annually, and returns a healthy paper profit back into Cadbury UK as well as bringing value to the company in terms of public interface and direct communication to the consumer. The original vision for Cadbury World was to

provide a tourist attraction experience and provide
an alternative to the demands from the general
public denied access to the Bournville factory tour,
which ceased due to health and safety practicalities
around the time of the merger between Cadbury
and Schweppes in 1969.
In setting up Cadbury World, in the face of strict health and safety and hygiene legislation, the vision was to underpin the central message of “Cadbury means chocolate means fun” with the interpretation of cocoa and Cadbury’s chocolate both past and present. Responding to these principles, Cadbury World was conceived as a continuation of the message “Cadbury means chocolate, means fun,” through the interpretation of cocoa and Cadbury chocolate both past and present..3

The original vision for Cadbury World developed as follows:
To significantly enhance consumers’ perceptions of Cadbury and develop long term brand loyalty by:
The Early Years
Opened on 14 August 1990, Cadbury World’s first weeks proved to be successful beyond initial projections and led to a number of operation concerns and issues. Huge queues built up at the start of each day and most visitors came with the expectation of taking part in the resumption of the Bournville factory tour (although it was thought by Cadbury World management that this perception had been overcome in its launch publicity and literature).

Free samples were not deemed to be as freely available as the public expected, and prices in the retail shop were more ‘gift shop’ than ‘factory shop’. The team’s response to these initial problems were quick and comprehensive: including the immediate introduction of a timed-ticketing system (later a formal pre-booking system), and a greater access gained to a small part of the factory.

Free samples gradually became more...
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