PR Log - Cadbury Case Study retaining leadership position in the

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             Cadbury Case Study: retaining leadership position in the confectionery market

       By Fast Market Research
       Dated: Dec 07, 2009

       Fast Market Research recommends "Cadbury Case Study: retaining leadership position in the
       confectionery market" from Datamonitor, now available

       This case study on Cadbury forms part of Datamonitor's case studies series, which explores business
       practices across a variety of disciplines and business sectors. It examines how the UK confectionery
       company, which has recently received a bid from Kraft, has retained its leadership position in the market by
       focusing on consumer trends and enhancing its non-chocolate business.

        Reasons to Purchase

         * Gain insight into the methods used by important industry players to give them a competitive edge
         * Identify specific areas for operational improvements
         * Capitalize on the knowledge of experienced companies when entering a new niche or market

        Report Table of Contents:

        Datamonitor View
        CATALYST
        SUMMARY
        Analysis
        European confectionery manufacturers are addressing key consumer trends to encourage growth
        Whilst of substantial size, the confectionery market in Europe has seen low growth
        Germany has the most launches in confectionery products, while health, value and upscale claims are
       popular in new launches
        Cadbury is the leading chocolate maker in the UK and is addressing consumer trends to enhance its
       position in the international confectionery market
        Cadbury's independent status has been threatened by the Kraft bid
        Cadbury recently spun off its carbonates arm to concentrate on confectionery and has since expanded its
       chocolate focus to encourage growth
        The company has benefited from the downturn thanks to the perception of confectionery as an affordable
       indulgence
        Cadbury has concentrated on enhancing its non-chocolate confectionery arms to create a more rounded
       business
        The company has addressed ethical concerns by earning its Dairy Milk brand Fairtrade status
        Cadbury has created memorable adverts in the UK over the past few years which have successfully
       promoted its chocolate
        Cadbury is sponsoring the Olympic Games which has been criticized by some observers
        Conclusion
        APPENDIX
        Case study series
        Methodology
        Secondary sources
        Further reading
        Ask the analyst
        Datamonitor consulting


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 Disclaimer
 List of Tables
 Table 1: Confectionery market in Europe by category ($m), 2003-13
 Table 2: Leading companies in the European confectionery market by market value share, 2008
 Table 3: Leading countries in the European confectionery market by value ($m), 2003-13
 Table 4: Leading claims in confectionery launches and top countries for confectionery launches, Europe,
October 2007-09
 Table 5: Global gum market by value (Sm) 2003-13
 Table 6: A-Z of Cadbury's global brands, 2009
 List of Figures
 Figure 1: Cadbury gains the majority of its revenue from North American and European regions, with a
main focus on chocolate
 Figure 2: Cadbury has released more gum than other products over the last two years in Europe
 Figure 3: Many consumers were receptive towards food and beverages that are customized to meet specific
needs
 Figure 4: Cadbury's European launches in the past two years have focused on gum, chocolate and sugar
confectionery categories
 Figure 5: Cadbury has produced some memorable adverts that have helped the company's Dairy Milk
brand achieve strong growth


For more information or to purchase this report, go to http://
www.fastmr.com/catalog/product.aspx?productid=42814

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About Fast Market Research

 Fast Market Research is an online aggregator and distributor of market research and business information.
We represent the world's top research publishers and analysts and provide quick and easy access to the best
competitive intelligence available.

For more information about these or related research reports, please visit our website at http://
www.fastmr.com or call us at 1.800.844.8156.

Category           Food, Restaurants, Research
Tags               confectionery, cadbury, chocolate, case, gum, leadership, adverts, milk, encourage, addressing
Email              Click to email author
Phone              1.800.844.8156
Address            228 Main St., #244
State/Province     Massachusetts
Zip                01267



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Country            United States




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