11-08-2012, 12:46 PM
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY.doc (Size: 163 KB / Downloads: 50)
KEY SUCCESS FACTORS (KSF)
On analysing the market, the phenomenal success of the company can be attributed to:
The pioneer advantage (first mover advantage) - The company was the first to enter the Indian market, as early as 1956. For a long time, it was practically the only dominant player in the market. It, therefore, enjoyed a large share of both customer’s heart and mind. So much so that for an entire generation, chocolate was synonymous with Cadbury. It is only recently that the company has started facing some threat from Nestle.
A strong endorser brand - Cadbury realised early that volumes would not be enough to support all its brands with heavy advertisements. Hence what they were to take CDM as the flagship brand and advertised it heavily to popularise the brand name to help the flanker brands around CDM. But in the last two years the company has spent extensively on the chocolate wafer segment (without treating it as a flanker brand of CDM), seeing as how the segment has been growing phenomenally.
Right product formulation - the climatic conditions and the Indian taste are very different from the western markets where the company first started its operations. Cadbury was able to successfully reformulate its product as per the Indian conditions, while entrants like Nestle could not do so.
Presence in all segments – Cadbury has a presence in the entire range, starting from low priced hard boiled sweets and sugar confectionery to the premium range of chocolates. The company also claims success in all these segments it has been entering recently.
ORGANIZATION ANALYSIS
It was in 1824 that John Cadbury opened a shop in Birmingham in the UK. Originally selling tea and it was, however, the marginal lines of cocoa and chocolate that in just a few years took over as the mainstay of the business.
The Cadbury Brothers first made milk chocolate in 1897, but by today's standards was a very coarse dry product made by blending milk powder with cocoa and sugar. The Swiss who produced a superior product by using condensed milk then dominated the milk chocolate market.
In the early 1900s George Cadbury was determined to meet this challenge and, together with the experts from the Bournville factory, started to research new recipes and production methods. By June 1904 the recipe was perfected and a delicious new milk chocolate made with full cream milk, and containing far more milk than any previously known product, was ready to go into production. Although considerable technological advances have since been made in the production processes, the recipe is still basically the same as it was in 1904. In 1905 the chocolate was launched under the name Cadbury Dairy Milk.
VALUES:-
Cadbury is an international company, proud of their long heritage, respectful of the social and natural environment in which they operate, supportive of their consumers, customers and colleagues and passionate about success.
Cadbury believes in making, marketing and selling unique brands which give or bring pleasure to millions of consumers around the world every day.
Cadbury is committed to the highest standards of corporate governance and corporate and social responsibility.
BRAND TEXTURE:-
Chocolate-The very word makes your mouth water. Chocolate is not just a food it’s a state of mind. Throughout history, chocolate has been associated with romance and sharing, and today the richness and smoothness of Cadbury chocolate is what makes it one of the world's favorite treats.
Cadbury is a world-renowned name with more than 150 years of chocolate heritage. Available in over 160 countries, Cadbury is the single largest brand in chocolate on an international basis. The Cadbury name can be seen in all chocolate related categories including confectionery, ice cream, cakes, biscuits, chilled desserts and chocolate based drinks.
Synonymous with the very word chocolate, Cadbury has a unique relationship with the consumer. This relationship is underpinned by the powerful visual icons of the Cadbury brands - the Cadbury signature, the colour purple, the 'glass and a half' trademark, and the chocolate itself. These all come together to form the brand identity-the Cadbury Master Brand. Cadbury had realized that chocolates by itself do not satisfy any immediate needs (soft drinks would satisfy thirst, ice cream would provide relief from heat), so they would have to be associated with human feelings of romance, magic, love and affection. So it had at one point of time employed emotional attachment as basis of differentiation.
RESEARCH METHODOLOGY.doc (Size: 163 KB / Downloads: 50)
KEY SUCCESS FACTORS (KSF)
On analysing the market, the phenomenal success of the company can be attributed to:
The pioneer advantage (first mover advantage) - The company was the first to enter the Indian market, as early as 1956. For a long time, it was practically the only dominant player in the market. It, therefore, enjoyed a large share of both customer’s heart and mind. So much so that for an entire generation, chocolate was synonymous with Cadbury. It is only recently that the company has started facing some threat from Nestle.
A strong endorser brand - Cadbury realised early that volumes would not be enough to support all its brands with heavy advertisements. Hence what they were to take CDM as the flagship brand and advertised it heavily to popularise the brand name to help the flanker brands around CDM. But in the last two years the company has spent extensively on the chocolate wafer segment (without treating it as a flanker brand of CDM), seeing as how the segment has been growing phenomenally.
Right product formulation - the climatic conditions and the Indian taste are very different from the western markets where the company first started its operations. Cadbury was able to successfully reformulate its product as per the Indian conditions, while entrants like Nestle could not do so.
Presence in all segments – Cadbury has a presence in the entire range, starting from low priced hard boiled sweets and sugar confectionery to the premium range of chocolates. The company also claims success in all these segments it has been entering recently.
ORGANIZATION ANALYSIS
It was in 1824 that John Cadbury opened a shop in Birmingham in the UK. Originally selling tea and it was, however, the marginal lines of cocoa and chocolate that in just a few years took over as the mainstay of the business.
The Cadbury Brothers first made milk chocolate in 1897, but by today's standards was a very coarse dry product made by blending milk powder with cocoa and sugar. The Swiss who produced a superior product by using condensed milk then dominated the milk chocolate market.
In the early 1900s George Cadbury was determined to meet this challenge and, together with the experts from the Bournville factory, started to research new recipes and production methods. By June 1904 the recipe was perfected and a delicious new milk chocolate made with full cream milk, and containing far more milk than any previously known product, was ready to go into production. Although considerable technological advances have since been made in the production processes, the recipe is still basically the same as it was in 1904. In 1905 the chocolate was launched under the name Cadbury Dairy Milk.
VALUES:-
Cadbury is an international company, proud of their long heritage, respectful of the social and natural environment in which they operate, supportive of their consumers, customers and colleagues and passionate about success.
Cadbury believes in making, marketing and selling unique brands which give or bring pleasure to millions of consumers around the world every day.
Cadbury is committed to the highest standards of corporate governance and corporate and social responsibility.
BRAND TEXTURE:-
Chocolate-The very word makes your mouth water. Chocolate is not just a food it’s a state of mind. Throughout history, chocolate has been associated with romance and sharing, and today the richness and smoothness of Cadbury chocolate is what makes it one of the world's favorite treats.
Cadbury is a world-renowned name with more than 150 years of chocolate heritage. Available in over 160 countries, Cadbury is the single largest brand in chocolate on an international basis. The Cadbury name can be seen in all chocolate related categories including confectionery, ice cream, cakes, biscuits, chilled desserts and chocolate based drinks.
Synonymous with the very word chocolate, Cadbury has a unique relationship with the consumer. This relationship is underpinned by the powerful visual icons of the Cadbury brands - the Cadbury signature, the colour purple, the 'glass and a half' trademark, and the chocolate itself. These all come together to form the brand identity-the Cadbury Master Brand. Cadbury had realized that chocolates by itself do not satisfy any immediate needs (soft drinks would satisfy thirst, ice cream would provide relief from heat), so they would have to be associated with human feelings of romance, magic, love and affection. So it had at one point of time employed emotional attachment as basis of differentiation.