ANALYSIS ON CADBURY’S CORPORATE COMMUNICATION PRACTICE 1. 0Introduction The Cadbury story is a fascinating study of industrial and social development, covering well over a century and a half. It shows how a small family business developed into an international company combining the most sophisticated technology with the highest standards of quality, technical skills and innovation. (http://www. studymode. com/essays/Cadbury-527696. html) 2. 0Company Overview The Cadbury’s company began life in a modest grocer’s in the UK in the 1820s by Quaker, John Cadbury.
The most popular item that he sold was cocoa, which made Mr Cadbury make chocolate. The success of this enterprise led John Cadbury and brother, called Benjamin, to form the Cadbury Brothers business, and in the 1850s they were awarded a Royal Warrant as producers for Queen Victoria, an accolade that the company still holds for the monarchy today. John Cadbury’s sons Richard and George took over the company in the 1860s, and five years later introduced a new way of pressing cocoa butter to form the essence of cocoa.
They introduced a variety of different chocolates and began, for the first time to sell assortments in boxes that had attractive designs and pictures depicted on them. In 1905, the now iconic Cadbury’s Dairy Milk was launched, which is now the company’s flagship product. (http://www. blurtit. com/q4118850. html) 3. 0Mission and vision statement (http://www. studymode. com/essays/Cadbury-Schweppes-Versus-Coke-1151857. html) Company Background: Mission Statement:
Our Core Purpose is: Working together to create brands people love. Vision Statement: Cadbury Schweppes is committed to growing responsibly. We believe responsible business comes from listening and learning, and having in place a clear CSR vision and strategy. It also comes from having the processes and systems to follow through and an embedded commitment to living our values. 4. 0Core Values Values: ? Clear Objectives ? Responsibility ? Openness and Integrity ? Quality ? Committed People ? Competitive Ability Simple Organisation ? Taking Advantage of Change These values are summarised in the behaviours they engender in our colleagues namely: ? Accountability ? Aggressiveness ? Adaptability 5. 0Logo 6. 0Colours The renowned name ‘Cadbury’ and symbolic purple are manifestation of high-quality sweetmeat according to mindset of the consumers. 7. 0Corporate communication based on type of stakeholders There are two types of -internal Employee engagement -external Website Brocures Promo 8. 0Recognition 9. 0Crisis
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