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Marketing Essay

4989 words - 20 pages

Cadbury World
A Case Study

An overview of Cadbury World, its origins, history and operations

1

© Cadbury plc, produced by Cadbury World Marketing Team 2009

Overview
This case study explains the history and product
development of Cadbury World; aspects of its
operational and marketing functions, as well as
providing some key numerical data.
It is intended to provide students and other interested
parties with a snapshot view of and insight into one of
the UK’s leading leisure attractions. It is strongly
recommended that the case study is used in
association with a visit to the attraction.

Cadbury World in Context
Seen as a new venture into the leisure industry when ...view middle of the document...

Responding to these principles, Cadbury World was conceived as a continuation of the
message “Cadbury means chocolate, means fun,” through the interpretation of cocoa and
Cadbury chocolate both past and present..
2

The original vision for Cadbury World developed as follows:
To significantly enhance consumers’ perceptions of Cadbury and develop long term brand
loyalty by:
• Giving the visitor a memorable enjoyable, and unique Cadbury chocolate experience
• Offering high quality and good value for money
• Delivering Cadbury values of fun and quality, whilst achieving a break-even cost target
for Cadbury Limited (at the time the UK chocolate operation of Cadbury Schweppes plc).

The Early Years
Opened on 14 August 1990, Cadbury World’s first weeks proved to be successful beyond
initial projections and led to a number of operation concerns and issues.
Huge queues built up at the start of each day and most visitors came with the expectation
of taking part in the resumption of the Bournville factory tour (although it was thought by
Cadbury World management that this perception had been overcome in its launch
publicity and literature).
Free samples were not deemed to be as freely available as the public expected, and
prices in the retail shop were more ‘gift shop’ than ‘factory shop’. The team’s response to
these initial problems were quick and comprehensive: including the immediate introduction
of a timed-ticketing system (later a formal pre-booking system), and a greater access
gained to a small part of the factory.
Free samples gradually became more plentiful and – as today – are distributed to visitors
at intervals throughout the tour. The prices in Cadbury World took longer to resolve as the
Cadbury World ‘gift shop’ strategy needed to be aligned to serious and real business
concerns relating to the threat to some serious and well-established commercial
relationships. The belief from retailers in the Birmingham area was that unlike the Cadbury
staff shop, the Cadbury World offering was open to the general public and would prove so
successful that the it would represent serious competition to those local traders if prices
and offers were misaligned with those available from other retailers.
A policy was developed whereby there would be no more than a token reduction in the
prices the Cadbury World gift shop charged, compared with prices in normal retail outlets.
In reality, where the major retail organisations exerted substantial buying power, they were
able to charge well below Cadbury World rates. Eventually, a ‘bargain corner’ (now called
the factory area) was established, the ‘gift shop’. The retail offer developed and Cadbury
World now has two retail outlets: ‘The World’s Largest Cadbury Shop’ and the ‘Essence
Emporium’ offering themed gifts and merchandise, standard retail offerings from the
Cadbury brand portfolio and exclusive chocolate novelties hand-crafted in Cadbury
World’s ‘Demonstration...

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