Cadbury Is A Leading Global Confectionery Company Marketing Essay

Cadbury Is A Leading Global Confectionery Company Marketing Essay Introduction Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. The company employs around 50,000 people and has direct operations in over 60 countries, selling their products in almost every country around the world. The company creates brands people love, brands like Cadbury, Trident and Halls. The company heritage starts back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then Cadbury have expanded the business throughout the world by a program of organic and acquisition leg growth. On 7 May 2008, the separation of Cadbury confectionery and Americas Beverages business was completed creating Cadbury plc with a vision to be the worlds Biggest and Best confectionery company. Mission Statement Cadbury means quality this is the company promise. The company reputation is built upon quality; the company commitment to continuous improvement will ensure that the company promise is delivered. Cadbury has established itself as a company of fairness and integrity, which always attempts to operate as a socially responsible business. Value Performance Cadbury is passionate about winning. The company competes in a tough but fair way. The company is striving, hardworking and makes the most of the abilities. The company is prepared to take risks and act with speed. Quality Cadbury put quality and safety at the heart of all of the activities such as product, people, partnerships and performance. Respect Cadbury genuinely care for the business and the colleagues which like listen, understand and respond. The company is open, friendly and welcoming. The company embraces new ideas and diverse customs and cultures. Integrity Cadbury always strive to do the right thing. The company does the business with honesty; openness and being straight forward characterize the way. Responsibility Cadbury take accountability for the social, economic and environmental impact. In this way the company aims to make the business, partners and communities better for the future. Cadbury Business Principles are the code of conduct of the company and also take account of global and local cultural and legal standards. They confirm the company commitment to the highest standards of ethics and business conduct. The core purpose of the company is creating brands people love. The core purpose captures the spirit of what the company is trying to achieve as a business. Market Share By participant, the market is relatively fragmented, with the five largest confectionery companies accounting for around 40% of the market. There are a large number of companies which participate in the markets only a regional or local basis. Cadbury compete against multinational, regional and national companies. The graph shows that Cadbury is the second highest of the total confectionery in the market share. Halls is the largest brands in candy of Cadbury. Cadbury have number one and number two confectionery market position in 20 of the worlds 50 largest confectionery markets by retail sales value. Financial statement The graph shows the financial situation of Cadbury from 2006 to 2009. As we can see in the graph, the revenue is reached  ¿Ã‚ ¡5975 million is year 2009 which is slightly increase about 5% from year 2008. In operating income, year 2009 is the highest compare to previous year which is  ¿Ã‚ ¡507 million. Last but not least, year 2009 having 9% of the operating margin which is slightly increase from year 2008. As a conclusion, In year 2009, the performance is pretty well compare to the previous year due to there a keep increase since year 2006 to 2009. PESTLE implication Political The political deals with government influence. The main laws that will affect Cadburys are the consumer protection law. These are the laws and the recent changes in food labeling. The food labeling shouldnt be too influence as Cadburys has label all their goods properly to begin with. Change in manufacturing law will also greatly influence Cadburys as the company may have to change the way to product the cereal. This could lead to the introduction of new mechanical equipment being required or more thorough checks on the current equipment. If new equipment is required if could prove to be very expensive. The Weight and Measures Act, this act should not affect Cadburys since the company have all the equipment and scales used should already be at that of the highest standard. The Trade Description Act, this again should not affect Cadburys due to all the labeling on the products should be correct and thorough giving all the ingredients. The Sale of Good Act, these state that Cadburys should not mislead the consumer. These are currently three conditions. If the government was to introduce a few more it could prove to affect Cadburys. Economic The state of the economy is the main factor. It the country was to go into recession the consumer spending would also drop due to the unemployment. The recession would bring down the sales of a lot of goods mainly the expensive things, which are not necessity. The current economy is well. The interest rates are low and consumer spending is very high. Other economic factor that could affect Cadburys launching a product would be a rise in inflation. This is a rise in price over time. Social If the population size decreased then Cadburys be less people to buy the products therefore less profit.  · If peoples lifestyles changed. For example, nowadays more people wanting to get fit and lose weight, then they will stop eating chocolate and spend their money on gym memberships and others. This means that Cadburys profits will decrease. Technological An increase in capital expenditure will affect Cadburys. For example, more up to date equipment would mean that the goods where produced quicker and cheaper but would also result in job losses. In research and development, keep developing new products to keep up with competition and customer needs. Legal More legislation in place to make sure that the workplace is safe and the worker is better protected. Expensive costs to Cadburys to implement Environment Cadbury launched a corporate social responsibility Web site called DearCadbury.com, which provides consumers information on ethical sourcing, responsible consumption and the environment. The site features Cadburys 2007/08 Corporate Responsibility and Sustainability report, which revealed that the company has reduced carbon emissions almost 4 % to date; Cadbury is aiming for a 10 % reduction by 2010. As part of Cadburys Purple Goes Green program, the company committed to a 50 % absolute reduction in carbon emissions by 2020. Cadbury also reported that it has met its 2007 goal of reducing water use by 10 % Competitors situation and SWOT analysis Cadburys major competitors are Thorntons, Lindt, Lindor, Nestle, Master food (Mars) and others. They are competing directly with Cadbury. Nestle is one of the Cadburys main competitor in the market. Nestle is one of the worlds largest food manufacturer, Nestlà ©s headquarters in Switzerland and based in 200 countries worldwide. It is renowned as the worlds leading nutrition and health based company. Nestle grows is product line through innovation as well as renovation and maintains a balance on its geo-environmental activities and product lines. They have 253,000 employees around the world. Cadburys SWOT Strengths The largest global confectionery supplier, with 9.9% of global market share. High financial strength Strong manufacturing competence, established brand name and leader in innovation. Advantage that it is totally focused on chocolate, candy, chewing gum, unique understanding of consumer in these segment. Successfully grown through its acquisition strategy. Weakness The company is dependent on the confectionery and beverage market. Other competitors have greater international experience. Opportunities Expand into new markets. Increase share through targeted acquisitions. Key to survival within the FMCG market is increasing efficiency and reducing costs. Innovation Is key driver. Threat Worldwide, there is an increasingly demanding cost environment, particularly for energy, transport, packaging and sugar. Competitive pressure from other branded suppliers. Social changes. Nestlà ©s SWOT Strengths Globally recognized as one of the largest and powerful food producer, covering almost every country. Quality is a vital element regarding nestle products. Strong internal growth and emphasis on innovation internally. Powerful brand positioning in the consumers mind. The decentralized culture in the organization encourages employees. Weakness The immense diversification portfolio of the firm makes it impossible to run every division smoothly. Retailers do not get set high margin to increase more in sales. Transportation as well as storage problem. Opportunities Invest in snacks that would further diversify its product. Provide incentives to the retailers to increase sales volume. Open cafà © that would exclusively provide Nestle products. Middle class share in most of the economies are growing much larger. Threats Pollution of product should be regarded strictly. The company has not so pretty history with the FDA. Tough market with a tougher competitor for gaining market share. Market is quite mature and the competitors specialize in a certain product that can hit hard on Nestle. In comparison of Cadburys SWOT and Nestlà ©s SWOT, Market objective Financial objective Specific Growth of revenue in UK Increase total confectionery share gain Measureable To growth 5% of revenue compare to previous years Growth in global market share and increase share in the UK by 50 bps Achievable Carry out a number of advertisements in the market and online. Realistic Timely Marketing strategy Product Cadbury dairy milk is made from real chocolate. The ingredients for the chocolate are cocoa butter and there is a glass and half full cream daily milk in every 200 grams of Cadbury daily milk chocolate. Cadbury purchase 65 million liters of fresh milk each year to make Cadbury daily milk chocolate. Price Price is very important in the marketing mix. The price changed for a chocolate bar can be affect whether a consumer will buy it and the level of sales can determine whether or not Cadbury Schweppes will make a profit. Price is also can be affected by factors such as the state of economy, what competitor are doing. The stage reached in product life cycle and above all what price the market will accept. Form the marketing point of view this is what matters. Place Cadbury products are produced at the chocolate factory in Bourneville in Birmingham. After the chocolate is produced, it will go through all quality check and transported to the stockrooms. The following, Cadbury sells the products to shops that deal with beverage and confectionery such as convenient store, super store, petrol station, and others. This kind of distributions can make consumer easy to find the product. Cadbury produces chocolate for more than 200 countries so that they have a chance to enjoy it as well and make profit. Because of this, Cadbury have a wide range of consumer around the world. Promotion The purpose of promotion is to communicate directly with potential or existing customer, in order to encourage them to purchase dairy milk and recommend it to others. There is various ways to promote the product such as TV advertisement, banner on the internet, magazine and newspapers. Forecast and Implication 3-years forecast and budget 2009 2010 2011 2012 Sales 5975 6273.75 6587.44 6916.81 Cost 3210 3370.5 3539.03 3715.98 Profit 509 534.45 561.17 589.23

How Does the “Cha Chaan Teng” Essay

Hong Kong identity is a complicated issue and many different perspectives have to be taken into consideration in order to study this issue. This paper mainly focuses on the cultural perspective of the Hong Kong identity. Hall.S (2000) â€Å"identities are never unified and, in late modern times, increasingly fragmented and fractured; never singular but multiply constructed across different, often intersecting and antagonistic, discourses, practices, and positions.† This implies identity is regarded as a shared culture in Hong Kong. Most Hong Kong people think that †Cha Chaan Teng† is an important feature of Hong Kong’s lifestyle. In other words, it is an important part of Hong Kong culture. This paper will be divided into two sections. The first section discusses the important role â€Å"Cha Chaan Teng† plays as a part of Hong Kong’s lifestyle and how it reflects and contributes to the Hong Kong identity. In the second section 3 major characteristics of â€Å"Cha Chaan Teng†; their affordable prices, high efficiency in serving food and varieties of dishes offered will be discussed. â€Å"Cha Chaan Teng† is a significant icon of Hong Kong lifestyle. Lots of Hong Kong people grew up with â€Å"Cha Chaan Teng†.It is a great place to hang out with friends and discuss current events. Furthermore, it is a good place to see the vicissitudes of life. It is true that â€Å"Cha Chaan Teng† has an important cultural value in Hong Kong people’s mind. A survey has been conducted by Radio Television Hong Kong (2004) on the internet, 10 most representative elements of Hong Kong among 50 local characteristics. â€Å"Cha Chaan Teng† received 1,930 votes, beating the old tram by 106 votes and gaining its place in top 10. This shows that â€Å"Cha Chaan Teng† plays an important role in the cultural heritage of Hong Kong. At the same time, it contributes and reflects to local identity. The food provided by †Cha Chaan Teng† are economical. This is strongly related to its important role in early industrialization. It also reflects the characteristics of Hong Kong’s economic development. During early industrialization, most Hong Kong people were not rich and needed to work for a long period of time every day. They need to eat a large amount of food to gain energy for work. In order to attract more customers,†Cha Chaan Teng† started to lower the food price and increase the food portion. These alterations made†Cha Chaan Teng† become popular. Today, during lunch time, construction workers, truck drivers, as well as office staff also eat there because they find the prices are more affordable. According to the article by Crouch, O (2011) â€Å"there are thousands of these diner-style restaurants in Hong Kong and they are a unifying aspect of the island society, popular with all socio-economic backgrounds†. It means that different background of Hong Kong people like to go to this kind of Hong Kong style restaurant. It does not come from no reason. First of all, it is very convenient to the customer because it is easy to find them. Although â€Å"Cha Chaan Teng† has developed almost for 70 years, the uniqueness of the Western and Eastern food style cannot be replaced by other restaurant. As we know, Hong Kong is called â€Å"Gourmet Paradise† as the food quality is really high and â€Å"Cha Chaan Teng† also contributed to it. Meanwhile, the food prices are reasonably cheap. Therefore, many poverty people love to go there. The â€Å"Cha Chaan Teng† continues to play an important role in the development of Hong Kong. It reflects and contributes to a Hong Kong identity. One of the reasons for the popularity of â€Å"Cha Chaan Teng† is its efficiency. During the 1950s and 1960s, â€Å"Cha Chaan Teng† became popular with Hong Kong’s booming industry and factory lifestyle, which led to changes in Hong Kong people’s lifestyle and needs. Since Hong Kong needed a large amount of labour force to boost the economy. Many women started to work in factories and the number of housewives decreased a lot. This meant that lots of women were too busy to cook and fewer families ate at home. To satisfy the needs of the general public, â€Å"Cha chaan Teng† started to focus on efficiency. Fast paced life-style is one of Hong Kong’s features, Workers often had only one hour lunch time, therefore the efficiency of restaurants is the main concern of workers rather than the taste of the food. So â€Å"Cha Chaan Teng† created a perfect system which could improve the efficiency of food preparation. First, it adopts a high deg ree of division of labor. Also, the ingredients are well prepared before the restaurants open. â€Å"Cha Chaan Teng† generally does not take tips, waiters write on the bill after customer order the food and then leaves the bill on the table. Customers only need to wait ten to fifteen minutes for the food and when they are finished, they will take their own bill to the cashier and pay. The whole process is very efficient. Meanwhile, most â€Å"Cha Chaan Teng† provides a choice called â€Å"fast set†, which usually changes every single day. The features of these sets are that they are served quicker and at lower price when compared with other sets. This can help customers to save time on thinking what they want to order, ultimately reducing the time spent on waiting for food. Indeed, â€Å"Cha Chaan Teng† was strongly influenced by early industrialization of Hong Kong and panders to it. Also, it creates a perfect system which can improve efficiency. In order to attract more customers and survive in the industry market, it continues to improve and prospers as a part of Hong Kong life-style. The wide variety of food that a â€Å"Cha Chaan Teng† offers often shocks its customers. Not only does it provide Western and Chinese food but also fusion of Western and Eastern food. Hong Kong was a colony of Britain. The food culture of Chinese people and Western people are totally different. After World War II, Hong Kong was strongly influenced by Western lifestyle. However, Western food was only served in upper-class restaurants and was very expensive at that time. Only a small amount of Hong Kong people can afford it. Some Hong Kong people came up with an idea to combine the food culture of the East and West. At that time, â€Å"Cha Chaan Teng† appeared. It preserved the food culture of Hong Kong and offered a variety of dishes to customers. The food provided by â€Å"Cha Chaan Teng† is diversified; many of them were tailor-made to fit Hong Kong’s unique diet. These food features, in fact, were developed by different curious customers because â€Å"Cha Chaan Teng† always adopt customers’ ideas and create these unique diets. Customers can also mix and match to choose the food they want. This allows more flexibility for the customers. That is why â€Å"Cha Chaan Teng† can integrate different people’s need. In the past, the foods offered on the â€Å"Cha Chaan Teng† menu were only some western or eastern dishes. As it became more popular, it started to develop a unique menu. The most typical example is milk tea, or in Cantonese naai cha. McLane, D(2008) said â€Å"If Hong Kong had an â€Å"official† drink, Milk Tea would be it: the thick, intense and creamy brew of black tea and evaporated milk, boiled and then strained through cloth†. It is for sure that many Hong Kong people love it so much. Another contribution to Hong Kong identity is that â€Å"Cha Chaan Teng† helps promote tourism all over the world. Since there are some western dishes and unique food provided in â€Å"Cha Chaan Teng†, it manages to attract many tourists. Indeed, it becomes a characteristic of Hong Kong and helps to promote Hong Kong’s image as â€Å"Food paradise†. Indirectly, the economy of Hong Kong has been improved because of â€Å"Cha Chaan Teng†. The general public visit Hong Kong style restaurants frequently. Indeed, things will change as time passes, and â€Å"Cha Chaan Teng† makes no exception. It kept improving to meet modern market demands. The most surprising thing is that it added some new elements while retaining its original flavor. In order to establish the â€Å"Cha Chaan Teng† position in the international arena, Hong Kong political party China Democratic National Construction Association (2007) suggested that â€Å"Hong Kong style tea restaurant culture† should be declared as a â€Å"non-material cultural heritage of mankind† in order to establish Hong Kong’s international brand image and promote tourism development in Hong Kong. To sum up, â€Å"Cha Chaan Teng† contains the collective memories of Hong Kong people and has witnessed the development of Hong Kong. Meanwhile, in order to get higher profit, it keeps changing to fit Hong Kong people’s life style and needs, for example, the design of the restaurant, menus and ingredients. Today, â€Å"Cha Chaan Teng† is getting famous all over the world and can be found in many countries. However, the most traditional and original one still stands in Hong Kong. The â€Å"Cha Chaan Teng† has become one of the major visiting spots for tourists. In additional, they are featured in many movies and TV dramas. It is absolutely part of the local populace of the best place to eat and drink. In fact, these restaurant features precisely reflect the spirit of people-orientation and values ​​- faster, to match changes and affordable prices. These are the reasons why â€Å"Cha Chaan Teng† still occupy a strong position in Hong Kong after so many years. References: China Democratic National Construction Association (2007). The new theme of traditional â€Å"Cha Chaan Teng†. chinapress http://www.chinapress.com.my/node/228021 – accessed 19 January 2012 Crouch, O. (2011, July 22) Cha Chaan Teng: Hong Kong’s Favorite Diners. ezinearticle http://ezinearticles.com/?Cha-Chaan-Teng:-Hong-Kongs-Favorite-Diners&id=6469027 – accessed 26 January 2012 Hall, S. (2000). Who needs identity? London: Sage. In S. Hall & P. du Gay (Eds.) Mclane, D. (2008, January 30) Comfort Food in Hong Kong. nytimes http://travel.nytimes.com/2008/01/30/travel/30webcomfort.html – accessed 15 January 2012 RTHK (2004) Top 10 of the most represent design of Hong Kong. Radio Television Hong Kong http://www.rthk.org.hk/press/chi/20040927_66_120120.html – accessed 1 Febuary

The Chemistry Of Energy Drinks - 1135 Words

Energy drinks are soda-like beverages that are chemically designed to boost your energy, performance, and increase stamina. Most of these drinks contain caffeine, sugar and many other ingredients including taurine, guarana, and ginseng. These products are generally marketed toward teanagers, students, athletes, and active people in general. As the popularity of these drinks increases so does the amount of reports they are receiving about the dangers of drinking these caffeinated substances. Energy drinks can be dangerous; therefore knowing the how they work and what is in them is key to consuming such substances safely. The Chemistry of Energy Drinks Typically all energy drinks contain the same base ingredients. These ingredients†¦show more content†¦The Vault Zero Sugar-Free Energy Drink has 47 mg, while Red Bull has 111 mg. Caffeine is considered to work by â€Å"blocking adenosine receptors in the brain and other organs.† 3 This â€Å"blocking† of adenosine reduces the ability that adenosine has to bind to receptors, which normally slows down cellular activity. â€Å"The stimulated nerve cells release the hormone epinephrine (adrenaline), which increases heart rate, blood pressure, and blood flow to muscles, decreases blood flow to the skin and organs, and causes the liver to release glucose.† 3 Caffeine is quickly removed from the brain. Its effects are short lived and normally do not affect other brain functions. Caffeine’s side effects include, â€Å"insomnia, nervousness and restlessness, stomach irritation, nausea and vomiting, increased heart rate and respiration, and other side effe cts† 8. Taurine is found in many energy and sport drinks because under stressful situations, taurine is eliminated from our body without being replaced quickly enough. Taurine has no proven side effects but â€Å"may counteract the effects of caffeine in energy drinks† 7. Guarana is a native tree to Venezuela contains caffeine and acts as a stimulant for the central nervous system. It is often found in energy and soft drinks as well as health and weight loss promoting supplements. â€Å"At typical doses, the caffeine in guaranaShow MoreRelatedEssay on History of Chemistry and Technology846 Words   |  4 PagesIn this paper I will be writing about chemistry and technology. The paper will be on how much chemistry is used in modern technology. The first thing I’m writing about is Sulfur, sulfuric acid. The next thing is Phosphorus, phosphoric acid. The last thing is Nitrogen. Chemistry is more important than I ever imagined it would be. The first thing is Sulfur is a member of the sixth main group of the periodic table. It is a yellow solid which is not soluble in water. It is not a metal. 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The Newton s Laws Of Motion - 1948 Words

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Also this question targets an everyday object and is a real life example of how physics applied to the world and my life. One concept that can be applied to this question are Newton’s Laws of Motion. Newton’s first law is called the Law of Inertia. This states that an object in motion will stay in motion and an object at restRead MoreIsaac Newton s Laws Of Motion927 Words   |  4 PagesIsaac Newton Isaac Newton is one of history’s greatest scientists. Not only is he one of the most recognizable names in the field of science, but he also made many remarkable discoveries. A few of his most recognizable discoveries are the three laws of motion more commonly known as Newton’s Laws of Motion. Isaac Newton was a large part of the scientific revolution in the 17th century. Many say he was one of the greatest minds during that time period. Isaac Newton made amazing contributions to notRead MoreNewton s First Law Of Motion1712 Words   |  7 PagesFirst Law of Motion, it states that,  ¨an object moving at a constant velocity keeps moving at that velocity unless an unbalanced net force acts on it ¨. This law applies to my car because my car will keep moving at a constant speed until it runs into something or until we stop it. Newton’s Second Law of Motion states that,  ¨the acceleration of an object is in the same direction as the net force on the object, and that the acceleration equals the net force divided by the mass. ¨ Newton’s Second Law ofRead MoreIsaac Newton s Three Laws Of Motion Essay1370 Words   |  6 PagesIntroduction†¨ In 1686, Sir Isaac Newton penned his three laws of motion in his book, Principia Mathematica Philosophiae Naturalis. His first law states, â€Å"Every body perseveres in its state of rest†¦ unless it is compelled to change that state by forces impressed thereon† (Newton 1686, p. 83). As a result, his second law is built upon this principle, â€Å"The alteration of motion is ever proportional to the motive forces impressed† (Newton 1686, p. 83). Furthermore, Newton’s third law, perhaps the most famousRead MoreSir Isaac Newton s Laws Of Motion1668 Words   |  7 Pages Introduction Sir Isaac Newton s laws of motion are three laws which provide relationships between the forces acting on a physical body and the motion of the body. They were first compiled by Sir Isaac Newton in his work Philosophiae Naturalis Principia Mathematica, published on July 5th, 1687. These laws of motion are composed of three laws: Inertia, F=ma, and equal and opposite forces. These laws explain and give reasons for the motion of all objects. In everyday life friction is all around us