воскресенье, 4 марта 2012 г.

Cadbury's purple reign: the purple patch of confectionery on newsagents' shelves is indicative of Cadbury's supremacy in the UK. Ruth Mortimer investigates the reasoning behind the purple branding.(Case study: Cadbury)

Purple is the colour of royalty. The dye was once so expensive that only the monarch could afford to use it. But now it is the colour of a different kind of sovereign--Cadbury's--the king of the UK confectionery market.

Cadbury's market share grew last year to 7.2% of the world chocolate market, making it the fourth largest global chocolate brand after Mars, Nestle and Hershey Foods. Its Dairy Milk brand is available in 33 countries around the world.

The global chocolate confectionery market stands at a healthy $64.3bn (35.8bn [pounds sterling]), a year-on-year growth of 10.5%, despite growing concerns about obesity and healthy eating, according to Euromonitor International.

But how is Cadbury's planning to use purple to grow its brand in the competitive global chocolate industry? Tony Bilsborough, spokesman for the company explains: "This is a product category where 70% of purchases are made on impulse, so triggers like colour are imperative. They have to underpin the whole brand."

The colour purple also has a long tradition within Cadbury's. "The Cadbury company was formed just before the time of Queen Victoria and it became a significant brand name throughout her reign. The company adopted the colour purple as the Queen's favourite colour," adds Bilsborough.

It was …

Комментариев нет:

Отправить комментарий