John Cadbury has opened in 1824 the one-man business of Cadbury. This society is situated in Bull Street in Birmingham, in the same town, where I did my training period last year. Now it is one of the world’s largest chocolate producers.
Cadbury Limited is the confectionery division of Cadbury Schweppes, an important power brand in the confectionery and soft drinks international market. Since the beginning, Cadbury business is focused on the quality of their products. They have harshly worked to produce a chocolate with the taste, the smoothness and snap characteristic of Cadbury chocolate.
So I will describe you some aspects in marketing of this company.
1- An advertisement of Cadbury
To see this ad, you have to open this link:
http://fr.youtube.com/watch?v=9AC-bxM35t8
If it does not work you must write: “Cadbury gorilla original” directly on the site web You Tube on internet. Now, you have to open the video with this name exactly.
This advertisement is broadcasted since August 31, 2007 in the United Kingdom. It does not miss creativity. It concerns a relatively new tendency in ad: to enjoy oneself, and to be playful. Moreover, the main aim is not to promote the product. Its single goal is to speak about the mark. Indeed Cadbury is extremely known in this country. So, it will not generate neither lowers sales nor bad image of this product or this mark. But, would this advertisement have the same impact in France for example?
The imagination of the English advertising executives is unlimited. The message is to show to the person, who is watching this ad, that the chocolate gives some talent. Indeed, after eating the Cadbury Dairy milk, the monkey is able to play drums on a traditional song of Phil Collins: “In the air tonight”. Without this chocolate, the monkey would not have been able to be a musician like this. The monkey is like a professional: concentrating and doing something as well as we could not have imagined before watching this video.
The only one way of communication for this ad is internet because there is a song and an image which attract people so it is the more beneficial.
On the site web of Cadbury, we can read that this ad is the most popular and critically acclaimed among TV ads of recent years.
I find this advertisement very good because it is surprising. The first time I saw it, I wanted absolutely to watch the end in order to understand why the monkey was like this. And, it is just at the end that we can see the product so everybody can see the effect brought by this fabulous chocolate. For all that, I’m not sure that this English ad would have the same impact in France because it is too implicit.
2- The distribution
The distribution network of Cadbury is present all around the world. The popularity of Cadbury chocolates is not only for children but these chocolates are equally popular among the elder people.
Cadbury chocolates have been a longtime favorite of many people. But, the chocolate is a healthy product. Quite a few medical studies show that consumption of chocolate in moderation can truly prolong human life by dropping risk of blood clots and fighting bad cholesterol. So, it is good for children to consume chocolates and particularly of the brand Cadbury. So, instead of worrying it is a good idea to enjoy these chocolates.
There are several types of chocolate on offer and Cadbury chocolates tastes have been different and more delicious. People across different countries prefer Cadbury chocolate for its extraordinary taste and flavor.
The passing of time, chocolate has grown. There are few who do not enjoy an occasional candy bar. Today, you can find Cadbury chocolate in all sorts of groceries across different states of America and throughout United Kingdom, where it is possible to find the principle business strategy. Cadbury chocolates have satisfied the potential chocolate lovers over the decades. Online communication is a good idea for Cadbury because it is easy to see, with few clicks, new available chocolates.
Then, we can buy this chocolate during all the year and for each event. Chocolates are like gifts for every season and Cadbury chocolates are really liked by different every people (every generation, every nationality…). Cadbury chocolates can be used for example as birthday. We are a lot of people, who love the wonderful Cadbury chocolates. Dark, brown or white, they will be eaten throughout the entire day and with a pleasant contentment. These can make a better ambience and every one can like it. Cadbury chocolates are also suitable during Christmas time; it is very good to enter during the spirit of Christmas because it relates a real joy of childhood. In the U.K. no Christmas celebration is complete without the colorful boxes filled with Cadbury chocolates and the purple chocolate Father Christmas. It gives a fantastic sense of warmth. For Valentine days, the lovers will find Cadbury chocolate as the best gift for their sweethearts. This chocolate is a real passion. During Easter celebration, Cadbury offers special chocolate eggs. Chocolate hens, chocolate rabbits and so forth are widely offered by Cadbury during Easter period.
About the packaging, Cadbury has launched an Eco-friendly Cadbury Treasure Eggs for Easter. They have changed and reduced the wrapping. With this transform, we can see that this brand is concerned by the environment and some people have certainly tried this chocolate after this change.
Finally, I can say that Cadbury chocolates are available for everybody because there are a lot of types of chocolate (sweets, bars, drinks…). So, each can find what he likes…
3- Its position compared with its competitors
Cadbury is the number 1 of the confectionery in France. Indeed this brand occupies a position of leader on the hexagonal market. I will detail you the position of the various products of Cadbury:
- N°1 of the chewing-gum and the bubble-gum
- N°1 of sachets’ sweets
- N°2 of the drinking chocolate
- N°2 of the pocket small confectionery
- N°4 of the chocolate bars
Concerning the world market, Cadbury is the number 2 of the confectionery. In 2008, Mars acquires its compatriot Wrigley, specialized in the chewing-gum. This operation allows him to supersede the British Cadbury. Mars gets 15% of the share of the confectionery market.
So, I can say that Cadbury has a good impact within the world of the chocolate. And, I think and I hope that it will be the case for many years…
