International Marketing Study Program 2005
Cadbury visit 3
riday, 14th January 2005
On Thursday the 13 th of January the International Marketing Study Program group entered the gates of CadburySchweppes. Situated in the picturesque village of Birmingham , where the Cadbury family helped to create the now bustling city into the epicentre of all things chocolate.
Major renovations are underway, with new offices being built on a heritage listed site. The busy Bournville Lane is also dressed to impress to celebrate the iconic Cadbury Dairy Milk's 100 th Centenary year. Weary but excited, we arrived in the CadburySchweppes offices to be greeted by Peter Creighton , Cadbury Trebor Bassett Licensing Manager.
After a quick briefing, we found ourselves donning white coats, caps and tiny, squishy earplugs for a tour of the Cadbury factory. With over 1600 employees and the help of numerous mechanical robots and much automation, the factory produces chocolate 24 hours a day seven days per week – including Roses Chocolates, Dairy Milk, Easter Eggs, Crème Eggs and a range of soft and hard centred chocolates.
Each group had the pleasure of being shown around by a passionate past staff member who had our full attention in between mouthfuls of the freshest chocolate we will ever taste. As we entered the building quite happy to get out of the cold, we were welcomed with friendly faces that have made this company such a success for so many years. It was music to our ears to hear that we would start our visit with a tour around the factories. It was the answer to every chocoholics dream, with milk, white and dark delights being made in every room in every corner we couldn't go wrong. With our helpful tour guides informing us about everything from the different coco used in the chocolates, right through to the final packaging we more than willing to help out with the job of taste testers.
After an enjoyable lunch, Peter gave the group an engaging and insightful presentation about the Cadbury brand, its vision for the future along with strategies and marketing plans for the heritage celebrations.
Peter emphasised the dramatic changes that CadburySchweppes has gone through and continues to go through as it refines its position and strategies to compete in a dynamic and very competitive marketplace locally and worldwide. CadburySchweppes has been very successful and part of that has been due to its current organisational structure and the use of technology in manufacturing process that allows it to manage its costs and increase its volume.
Peter indicated that consumer research is a critical component for marketing as it contributes significantly to strategy development and innovation. CadburySchweppes wants to know such things as: What consumers want? What markets are similar? Frequency of purchase and changing tastes as all this contributes to understanding the consumer and the sweet snacking segment along with recognising that up to 70% of confectionary purchases are on impulse.
Another important and long standing component of CadburySchweppes role is its commitment to society and its social contribution which has been an integral aspect of its operations from its inception. This along with its concentration on the future place CadbutrySchweppes in a strong position as a market leader.
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