Cadbury's Purple Reign

John Bradley 지음

Wiley 2011년 02월 23일 출간

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A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand.Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand. It presents a no holds barred account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. It is a story of endurance, where, in the UK, Cadbury is a clear market leader.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.Harnessing the miracles of the Industrial and Transportation Revolutions to drive explosive growthIndustry consolidation via mergers and acquisitions to cement critical massA radical approach to harnessing the potential of its workforce to create the most effectively run company in BritainThe virtuous circle of economies of scale which slashed prices and brought chocolate to the massesInnovative marketing and selling approaches that put the Cadbury brand into not just the minds of consumers, but their hearts.Illustrated with fact, anecdote and beautiful images from previously archived material, this book provides the reader with an unprecedented insight into one of the world-s 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.The book has the full backing from Cadbury and chairman Sir John Sunderland provides the foreword.

목차

FOREWORD.ACKNOWLEDGEMENTS.IMAGE CREDITS.PART I: THE RISE TO PROMINENCE.CHAPTER 1 GETTING ESTABLISHED: BACK FROM THE BRINK.CHAPTER 2 MARKET CHANGES: MOVING ON FROM COCOA ESSENCE.CHAPTER 3 NEW CATEGORIES: EXTENDING THE CADBURY BRAND BEYOND COCOA.CHAPTER 4 CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTURE WITH STRATEGY.PART II: MAKING CHOCOLATE A MASS MARKET.CHAPTER 5 CREATING A MASS MARKET: THE FORD OF CHOCOLATE.CHAPTER 6 BUILDING THE CADBURY BRAND.CHAPTER 7 A CHANGING U.K. MARKET: CADBURY&-S COMPETITORS EVOLVE.CHAPTER 8 OVERSEAS EXPANSION: PAINTING THE BRITISH EMPIRE PURPLE.PART III: DIFFICULT HEADWINDS.CHAPTER 9 IMPACT OF THE WAR.CHAPTER 10 SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINST CADBURY.CHAPTER 11 OVERSEAS PROGRESS.PART IV: THE PATH TO GLOBAL LEADERSHIP.CHAPTER 12. NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURY BRAND FOOTPRINT.CHAPTER 13 THE U.K. TURNAROUND.CHAPTER 14 THE OVERSEAS BUSINESSES GO FROM STRENGTH TO STRENGTH.CHAPTER 15 EXTENDING THE GEOGRAPHIC AND CATEGORY FOOTPRINTS.CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS.PART V: OVERVIEW.CHAPTER 17 THE CADBURY BRAND: A PERSONAL VIEW.BIBLIOGRAPHY.INDEX.

출판사 서평

"...sumptuous yet serious book...Fascinating and fabulous, you can't help but enjoy the glorious ride that is Cadbury's Purple Reign" (The Marketer, November 2008)

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저자(글) John Bradley

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John Bradley brings a unique insider's perspective to the Cadbury brand, having spent 24 years working for Cadbury in a career encompassing Brand Management, Market Research, Sales, and running Cadbury World. Having moved from the UK to Canada in 1996, he left Cadbury in 2004 to pursue a new career in management training and writing. John contributes a regular column for Strategy magazine, giving a wry look at the Marketing and Advertising professions, and is a frequent speaker at industry conferences. he lives near Toronto with his wife, Audrey, and their daughter, Georgina. He can be reached at www.yknotsolutions.com.