Cadbury＇s Purple Reign: The Story Behind Chocolate＇s Best-Loved Brand紫色风暴：巧克力最佳品牌“吉百利”的故事 mobi 下载 网盘 caj lrf pdf txt 阿里云

Cadbury’s Purple Reign for the first time tells the definitive story of Cadbury’s rise from a Birmingham shop to become the 21st-century’s pre-eminent chocolate brand. This no-holds-barred account details the rollercoaster ride of seismic market changes endured and ultimately triumphed over by Cadbury. The insights from Cadbury’s journey will help any consumer business that aspires to build longevity for their brands.

“John Bradley has drawn on Bournville’s unique historical archive to write a fascinating account of the building of the Cadbury brand. His perceptive analysis of the way in which the fortunes of the company were linked to the development of the brand makes a compelling case study. His research has been meticulous and Cadbury’s Purple Reign will deservedly attract a wide readership.”

作者简介：

John Bradley brings a unique insider% perspective to the Cadbury brand, having spent 24 years working for Cadbury in a career encompassing Brand Management, Market Research, Sales, and

running Cadbury World. Having moved from the UK to Canada in 1996, he left Cadbury in 2004 to pursue a neuJ career in management training and writing. John contributes a regular column for Strategy magazine, giving a wry 10ok at the Marketing and Advertising professions, and is a frequent speaker at industry conferences. He lives near Toronto with his wife, Audrey, and their daughter, Georgina. He can be reached at w us us.Yknotsolutions.com

Contents

FOREWORD

ACKNOWLEDGEMENTS

IMAGE CREDITS

PART I THE RISE TO PROMINENCE

　CHAPTER 1　GETTING ESTABLISHED: BACK FROM THE BRINK

　CHAPTER 2　MARKET CHANGES: MOVING ON FROM COCOA ESSENCE

　CHAPTER 3　NEW CATEGORIES: EXTENDING THE CADBURY BRAND BEYOND COCOA

　CHAPTER 4　CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTURE WITH STRATEGY

PART II　MAKING CHOCOLATE A MASS MARKET

　CHAPTER 5　 CREATING A MASS MARKET: THE FORD OF CHOCOLATE

　CHAPTER 6　 BUILDING THE CADBURY BRAND

　CHAPTER 7　 A CHANGING U.K. MARKET: CADBURY'S COMPETITORS EVOLVE

　CHAPTER 8　 OVERSEAS EXPANSION: PAINTING THE BRITISH EMPIRE PURPLE

PART III　DIFFICULT HEADWlNDS

　CHAPTER 9　 IMPACT OF THE WAR

　CHAPTER 10 SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINST CADBURY

　CHAPTER 11　OVERSEAS PROGRESS

PART IV　THE PATH TO GLOBAL LEADERSHIP

　CHAPTER 12　NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURY BRAND FOOTPRINT

　CHAPTER 13　THE U.K. TURNAROUND

　CHAPTER 14　THE OVERSEAS BUSINESSES GO FROM STRENGTH TO STRENGTH

　CHAPTER 15　EXTENDING THE GEOGRAPHIC AN CATEGORY FOOTPRINTS

　CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS

PART V　OVERVIEW

　CHAPTER 17　THE CADBURY BRAND: A PERSONAL VIEW

BIBLIOGRAPHY

INDEX

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书籍介绍

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A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand. Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand. It presents a no holds barred account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. It is a story of endurance, where, in the UK, Cadbury is a clear market leader. This fascinating journey that has been the history of Cadbury makes it an ideal example with which to illuminate the story of consumerism. The company was established even before there were a mass of consumers to sell to, and was at the forefront of many of the developments which facilitated the rise of mass markets: Putting product quality at the heart of the brand. Harnessing the miracles of the Industrial and Transportation Revolutions to drive explosive growth Industry consolidation via mergers and acquisitions to cement critical mass A radical approach to harnessing the potential of its workforce to create the most effectively run company in Britain The virtuous circle of economies of scale which slashed prices and brought chocolate to the masses Innovative marketing and selling approaches that put the Cadbury brand into not just the minds of consumers, but their hearts. Illustrated with fact, anecdote and beautiful images from previously archived material, this book provides the reader with an unprecedented insight into one of the world’s most iconic brands. These insights will help any consumer business that aspire to build longevity for their brand with lessons on how to better endear itself to consumers, and how to turn that relationship into profitable sales. The book has the full backing from Cadbury and chairman Sir John Sunderland provides the foreword.