Cadbury's Purple Reign. The story behind chocolate's best loved brand
Details:
- Author(s) Bradley, John
- Publication type Monograph
- Year published 2008
- Pages 342pp; illus
- Publisher John Wiley & Sons
- Place Published Chichester
Topics:
Countries:
Library:
- Name British Library
- City London
- County Greater London
- Country England
- Postcode NW1 2DB
- Visit British Library's website
Groups:
Notes:
Corporate history written by a retired executive. Informative and profusely illustrated. In four parts: 1] 'Rise to prominence' - getting established; market changes - moving on from cocoa essence; new categories - extending the brand beyond cocoa; creating business advantage - aligning the infrastructure with strategy; 2] 'Making chocolate a mass market' - creating a mass market - the ford of chocolate; building the Cadbury brand; a changing UK market - Cadbury's competitors evolve; overseas expansion - painting the British Empire purple; 3] 'Difficult headwinds' - impact of the [First] war; shifting sands - UK market trends go against Cadburys; overseas progress; 4] 'Path to global leadership' - new categories, new countries - expanding the Cadbury brand footprint; the UK turnaround; overseas businesses go from strength to strength; extending the geographic and category footprints; UK resurgence - contemporising the Cadbury strengths