For 60 years, generations in India have enjoyed the taste of Cadbury. In fact the word Cadbury is a classic example of a brand coming to symbolize a product category.
Setting up shop in India in 1947 as a trading concern, Cadbury with brands like Cadbury Dairy Milk (CDM), Bournvita, CDM Éclairs, 5 Star, Perk to name a few, is India’s leading confectionery company with over 70% market share in chocolates.
The story of how Cadbury came to be the world’s pre-eminent chocolate brand and its definitive history is to be told for the first time in a new book by John Bradley, Cadbury’s Purple Reign. Touching hearts, stirring souls, re-creating the nostalgia, so reminiscent of a classic. Attempting to answer why Cadbury is so loved by so many people across the globe.
At a special meet held at Crossword today, Anand Kripalu, Managing Director – Indian Sub-Continent, Cadbury Ltd. unveiled the book in India. Speaking on this occasion, Anand Kripalu said, “It is a fascinating and must read book for all Cadbury lovers, practicing and aspiring marketers as well as students. Even for me as an insider, reading the book was a discovery of many unknown facts!”
Cadbury’s ‘Purple Reign’ is a no holds barred account of the rollercoaster ride the organization has experienced, and how it ultimately achieved much success. The 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 Revolution 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.
Besides 325 pages of exquisitely stunning colour photographs, anecdotes and facts from previously archived material, the book gives the readers rare insights into one of the world’s most iconic brands. These insights will help any consumer business that aspires 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.