Cadbury’s Purple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the worlds pre-eminent chocolate brand. It presents a no holds barred manner account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. The author describes how, overseas the brand has triumphed in Commonwealth markets but struggled to make the same impact elsewhere. It is a story of endurance, where, in the UK, Cadbury is a clear market leader once again, not having suffered the fate of other pioneer brands, such as Sunlight Soap and Camp Coffee Essence, which remain in our hearts but not often in our shopping baskets. 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. Vertical integration to control all aspects of quality. 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. The Cadbury story is one of ground-breaking new approaches to business and a willingness time and again to reinvent themselves. Their focus on quality ahead of everything else built an iconic and enduring relationship with their consumers around the globe. Illustrated with fact, anecdote and beautiful images from previously archived material, this book provides the reader with an unprecedented insight into one of the worlds 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.
Book Details:
- Author: John Bradley
- ISBN: 9780470753712
- Year Published: 2008
- Pages: 352
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
Cadbury’s Purple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the worlds pre-eminent chocolate brand. It presents a no holds barred manner account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. The author describes how, overseas the brand has triumphed in Commonwealth markets but struggled to make the same impact elsewhere. It is a story of endurance, where, in the UK, Cadbury is a clear market leader once again, not having suffered the fate of other pioneer brands, such as Sunlight Soap and Camp Coffee Essence, which remain in our hearts but not often in our shopping baskets. 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. Vertical integration to control all aspects of quality. 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. The Cadbury story is one of ground-breaking new approaches to business and a willingness time and again to reinvent themselves. Their focus on quality ahead of everything else built an iconic and enduring relationship with their consumers around the globe. Illustrated with fact, anecdote and beautiful images from previously archived material, this book provides the reader with an unprecedented insight into one of the worlds 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.
Cadbury is the worlds pre-eminent chocolate brand. This accolade has not been easy to come by and the journey to this achievement has not all been plain sailing. In the UK the Cadbury brand nearly disappeared completely in the 1860s, and also came very close to slipping into irrelevance in the1960s and 70s. Today, the Cadbury brand has enormous appeal around the world, and Cadbury companies in the key markets of Britain, Ireland, South Africa, Canada, Nigeria, India, Australia and New Zealand. George Cadbury was recently voted Britains greatest ever businessman, with his son Edward making the top 50 of most influential businessmen.
CADBURY ENDORSEMENT: The project has the support and backing of Cadbury Schweppes Chairman, Sir John Sunderland, and will be managed by the Director of Corporate Communications. The past CEO and Chairman of Cadbury Schweppes, Sir Dominic Cadbury, is taking an active interest in the project and will. A foreword will be written by either Sir Dominic or Sir John Sunderland. Cadbury will purchase 10,000 copies of the book initially at approx. £10.00 per copy. AUTHOR PLATFORM: The authors experience as an insider working at Cadbury for most of his career provides a clear route to unveiling the insights of the company, and a means to collecting colourful anecdotes from retired and current Cadbury staff. Equally, the author has full access to the excellent company archives, both written and pictoral, that will add rich and engaging texture to the narrative. ART BOOK TREATMENT: The book will be beautifully designed and crafted in full colour. FURTHER BULK PURCHASE POTENTIAL: The book will provide an excellent tool for all of the brands key territories to deepen their relationships with both their retail customers and their consumers. Cadbury has some 60,000 employees and many thousands of retail and wholesale customers.
About the Author
John Bradley joined the Cadbury UK Marketing Department straight from University in 1979 when the company was approaching its lowest ebb. His career path included a solid grounding in brand management, market research, and sales. His roles in the UK have included a prolonged spell managing Cadburys substantial Easter and Christmas portfolios, and General Manager of Cadburys bold venture into experiential marketing Cadbury World. After a move to Cadbury Canada, where John was Senior Vice President, Marketing, he ended a 24 year career with Cadbury by leaving the corporate world to build a new career as a consultant and writer. John writes a monthly column in the leading Canadian marketing industry magazine, Strategy. (Published columns can be found at http://www.yknotsolutions.com/articles.html.) John is an accomplished public speaker who has both the time and the motivation to contribute substantially to the promotion of the book.