Cadbury Essay

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

A brand is a name, term, design, symbol, or any other feature that identifies one seller 's good or service

Cadbury is a British multinational confectionery company wholly owned by Mondelez International since 2010. It is the second-largest confectionery brand in the world after Wrigley's. Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide. It is famous for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. Cadbury was established in Birmingham, England in 1824, by John Cadbury 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 improved living conditions. Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's best-selling product. Cadbury, alongside Rowntree's and Fry, were the big three British confectionery manufacturers throughout much of the nineteenth and twentieth centuries.

A brand is utilized by a company to differentiate its products from others in the market. Some techniques for accomplishing this are through the use of distinguishing

From children to Troopers. The first solid milk chocolate to be released was the Hershey kiss, still known today. These were the first chocolates that could be preserved and was solid milk chocolate. For troops that engaged in global war, they needed a radiation bar that weighed 4 ounces, would not melt at high temperatures was high in energy value and did not taste so good that troopers wouldn’t be tempted to eat them except on emergency. Named Radiation D, it was so successful that by the end of 1945, approximately 24 million bars were being produced every week. A more improved version made in 1943 was The Hershey Tropical Bar, this bar was heat resistant. In 1971 this bar even went to the moon with apollo

In 2003, when worms were found in some Cadbury chocolate bars in Maharashtra, the company had to undertake a high-profile marketing campaign, change its outer packaging and provide explanations to the consumers and the government before its brand perception was restored.

Brand is a name, term, design, image, symbol or any other feature that identifies one seller’s good or service as distinct from those other sellers.[4].

They should consider offering a more price friendly product vs high price point to open the market up to those who aren’t affluent but still will pay for quality chocolates. In their retail stores they should continue creating a positive image of the brand in the mind of the visitors. They should also continue to create strong brand loyalty and continue to market themselves as a unique gift item which can be given to others.

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

Brand- is a name, term, design, symbol, or other feature that separates an organization or product from its challengers in the judgments of the customer. Brands are used in business, marketing, and advertising.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

However, marketers should not become complacent and they may seek to inject new life into the brand to prolong the growth stage and put off the onset of maturity. A mature product may need a facelift, and marketers must decide whether to support a declining brand or let it die a natural death.

De Chernatony and Mcdonald define brand as an identifiable product, service, person or place augmented in

The business was now known as The Cadbury Brothers. A factory in Birmingham was rented, to produce their products. In 1854 the company received its first Royal Warrant as 'manufacturers of cocoa and chocolate to Queen Victoria'. In 1856 John Cadbury's son

There prices are not to exaggerate, they go from $3.99 for 4.4 ounce, to $9.50 for 10.05 ounce.