Cadbury Case Study: retaining leadership position in the confectionery market

Dec. 7, 2009 - PRLog -- 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.

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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
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


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