Nestle and Cadbury case study adapting to the growing demand for by etssetcf


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Nestle and Cadbury case study: adapting to the growing demand for
dark chocolate

Description:    Introduction

                This report on Cadbury and Nestlé forms part of Datamonitors case studies series, which explores
                business practices across a variety of disciplines and business sectors. It focuses on dark chocolate,
                whose sales are on the rise after alleged health benefits were revealed. As consumers demand ever
                -healthier lifestyles, its popularity is forecast to soar over the next few years



                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

Contents:       OUR VIEW 1
                CATALYST 1
                SUMMARY 1
                ANALYSIS 2
                Dark chocolate enjoys a modern renaissance 2
                The alleged health benefits of dark chocolate give sales a boost 2
                Confectionery companies are adept at meeting new health demands by launching dark chocolate
                products 2
                Nestlé aims to muscle in on the dark chocolate market 3
                Variations of established brands have been used to spearhead the dark chocolate drive 3
                Nestlés new dark chocolate ranges signal the companys more general drive into healthier foods 3
                Cadburys seeks to maintain and grow its dark chocolate market share 4
                Cadburys hopes dark chocolate will help it recover from the financial impact of its product recall 4
                The acquisition of Green & Blacks strengthens Cadburys dark chocolate portfolio 5
                APPENDIX 6
                Case study series 6
                Methodology 6
                Secondary sources 6
                Further reading 6
                Ask the analyst 6
                List of Figures
                Figure 1: Recent dark chocolate bar launches include KitKat Fine Dark bar, Flake Dark and Cocoavia
                Figure 2: Cadburys Bournville has been launched under a new sub-brand, which was promoted
                using light-hearted research 5

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