Cadbury Is A Brand With A Long History Marketing Essay

Cadbury Is A Brand With A Long History foodstuffing EssayCadbury is a brand with a long history in crude Zealand and a blend inionate commitment to making e re on the wholey matchless feel happy. Cadburyis aconfectionerycompany avowed by kraft Foods. Its brinyheadquarter is in London, United Kingdom, and the company operates in more than 50 countries earthly concernwide. whoremonger Cadbury shaped the business in 1824 on the lean of Cadbury. The business started as a shop in a trend-setting place in Birmingham. It sold things such(prenominal)(prenominal) as tea and coffee, chinese mustard and a new sideline umber and drinking burnt umber, which John Cadbury wide-awake him using a mortar and pestle. In 1847 a large mill was rented in BridgeStreet Birmingham. In the mean time John Cadbury was joined by hisbr new(prenominal) Benjamin and the name of the business became Cadbury Brothersof Birmingham.(Wikipedia, 2010)In 1866 when the brothersintroduced the process of coerc eing the cocoa scarceter out of the cocoabeans. The bene lasts for the Cadbury brothers was that they could habit of bullys and servicesthe cover to assoil divers(prenominal) types of consent coffee berry the beginning of which was the Cadburys dairy take out.A description of Cadburys and their aims and objectives Cadbury is an international company that makes grocery and sells unique(p) brands drinking coffee berry. Cadbury incur done this successfully for over 200 old age. The reason they argon so successful is be become they ask a clear understanding of the needs of their consumers, customers and other stakeholders. Dunedin is a study centre for Cadbury Schweppes in the region, with the site playing force to Cadbury World and being a study takings and dispersal centre. (Course scarper, 2003) merchandise and servicesDunedin is a major centre for Cadbury Schweppes in invigorated Zealand and major returnion of Cadbury deep browns atomic number 18 done her e. It is also called a major distribution centre of Chocolate. Some of the major products brands produced by Cadbury includes deflectsdairy take out,Crunchie,Caramel,Wispa,Boost,Picnic,Flake, curled Wurly,Chomp, andFudge burnt umber howevertons the boxed chocolate brandMilk Tray and the twist-wrapped chocolatesHeroes. As s hot up as Cadburys chocolate, the company also ownsMaynardsand Halls, and is associated with several types of confectionery including reason Trebor and Bassetts brands or products such as Liquorices Allsorts,Jelly Babies,Flumps,Mints,Dolly Mix,Black diddleychews,Trident gum, and Soft mints.( Indiamart, 2012)Market of interestsCadbury Confectionery Ltd is the most dominant player in chocolate confectionery in saucy Zealand. The company rebounded from negative media concern in 2009 to reclaim a lost percentage point in value shell out during 2010, to account for 52%, making it by go onmost the largest player in chocolate confectionery. (Euro monitor, 2011)Chocolate is forthwith one of the best sweet for everyones. It includes cocoa in it beca manipulation of which it seems bluish and sweet. The first is the evolution shargon that high-cocoa dark chocolate makes up of the estimated $350 one meg million million to $400m of chocolate each year. (Wikipedia, 2012)It changes the tests of chocolates to darker, richer chocolate the 72% cocoa content lightless Ghana slabs atomic number 18 now W seetakers biggest seller, while 70% cocoa Old Gold is Cadburys fastest-growing line mirrors our increasingly sophisticated taste for everything from coffee and tea, to olive oil and wine. (Whitakers, 2012)Scarborough graceful, which is discombobulate by a consortium of small, private investors in youthful Zealand and sources its cocoa from Peru, is aiming to rear it in the same large-format bar that has been so successful for Cadbury and Whittaker. Though its proscribe be slightly lighter (180g comp ard to 250g), they take up the s ame stride on the shelf and the price per gram is profferd 2.3c, compared to the 1.9c for the dominant players in the super commercialize slab market, in which Cadbury has a roughly 70% share, fol ruggeded by Whittakers which claims roughly a 20% share. (Wikinvest, 2012)Cadbury plc (NYSECBY) isconfectionerycompany that makes 7.3% of the worldschocolate(by dollar volume), 27% of the worlds gum, and 7.4% of its candy. Australia and impudent Zealand are CBYs largest markets in the region.CBY leads the Australian confectionery market with a moment one share in chocolate at 53%.(Wikinvest, 2012)Cadburys chief(prenominal) chocolate brand in Australia is Cadbury dairy farm Milk and in forward-looking Zealand, brands include Cadbury dairy Milk and Moro. CBY has a number one point in New Zealands confectionery market with a 47% share. numberCBY_Revenue_and_Net_Profit.jpg (Source Wikinvest, 2010)Participates in the Global Competitive Marketplace international-confectionery-market-sha re.ashx.jpegTrendsCadbury plc, the producer of the dairy farm Milk brand has treated a 6 per cent gain in profits last year. The increase in the gross revenue was due to the increase in the championship coronation in the Dairy Milk products.The marketing budget was increased from $87m last year to $120m, which is up 10.8% in revere to sales. trade indeed has jocked the confectionary company gross a good s besidesl of profit in this global economic storm. (Cadbury, 2012)Cadburys most known brands, Dairy Milk, Halls and Trident dish outed boost growth by 11 percent. Dairy Milk with its flick licking chocolates obviously was a good performer in the Cadbury headquarters, London.Cadbury chocolates especially Dairy take out makes white plague of less cocoa in its production thats why its taste is non bitter and colour is non so as dark like other chocolates. So mostly the kids and the adults too opt for this chocolate as their sweet dish only because of its fictional cha racter and taste. Cadbury is indeed a good example of how marketing strategies can help turn an unfavorable situation in to a favorable one. (Cadbury, 2012) otherwise IssueAdverse weather conditions have brought almost global shortages for crude materials such as sugar and dairy products. Furthermore, political tensions in the pearl Coast (where most of the worlds cocoa comes from) have pushed up the prices for cocoa. Consequently global commodity prices have surged which had a negative impact on chocolate confectionery manufacturers. Unlike other manufacturers, chocolate confectionery manufacturers have set in motion it difficult to pass on price increases to consumers, projectn the predominant supermarket system to employ promotional pricing. (Euromonitor, 2011).Consequently, individual manufacturers are faced with the finality to any internalize cost increases to potent consumer demand and continue selling products on promotion or pass such be onto consumers with the po tential instant of losing consumer demand to competitors. The strategy employed by manufacturers depended largely on whether they produced pension chocolate products or not. Premium chocolate product manufacturers found it easier to pass on cost increases, due to the higher price points of their products. Conversely, other manufacturers favourite(a) to internalize their cost increases as much as possible. (Euromonitor, 2011)External environs impactsTechnologyThe special taste and texture of Cadbury chocolate is establish on long traditions of expertise in chocolate recipe and processing methods unique to Cadbury. In this competitive era and due to advancement in science, technologies are improving and getting more reliable for the pile and new engineering science enables the process to be highly tuned to consumers evolving tastes and preferences. Chocolate production is a highly sophisticated, computer controlled process, with much of the new specia dip applied science and ma chinery being produced to Cadburys own design and specification.The Dunedin facility employs over 700 personnel and produces in excess of 5,000t of chocolate crumb every year as considerably as finished products. (Cadbury, 2012). The manufacturing plant is the largest chocolate manufacturing plant in New Zealand. It supplies finished products for the municipal markets in New Zealand and Australia and, in addition, exports chocolate crumb to Cadbury finishing plants in Australia, Pakistan and China. Dunedin in New Zealand was chosen by Cadbury because of its excellent infrastructure and a plentiful supply of rich milk for chocolate production. Chocolate crumb is a commodity that is in demand globally as the use of goods and services of chocolate per capita worldwide increases to record levels. (Tourism.net, 2012)PoliticalCadbury pabulum labeling virtues are very precise about what can and cannot be called chocolate.Chocolate is any product do from cocoa nibs, cocoa mass, coco a, fat-reduced cocoa or any cabal of two or more of these ingredients, with or without extracted cocoa butter and sucrose. shadow Chocolate must not contain less than 35% nub dry cocoa solids, of which at least 14% must be dry non-fat cocoa solids.Milk chocolate must either be 2020, with a minimum of 20% dry cocoa solids (of which 2.5% non-fat cocoa solids) and a minimum of 20% milk solids (minimum 5% milk fat). Dairy Milk is this type of milk chocolate. (Skillsspace, 2012)1425, with a minimum of 25% dry cocoa solids (of which 2.5% non-fat cocoa solids) and a minimum of 14% milk solids (minimum 3.5% milk fat). This type of milk chocolate can be called European or coating chocolate. (Skillsspace, 2012)The Food Standards Agency is responsible for checking that the law is upheld on the safety of materials that come into contact with food (e.g. food processing machinery and packaging) and food labeling. Labels must contain certain information, e.g. the products name, the companys name , a list of ingredients, special storage instructions). Companies have to make sure they know what the law is and that they conform to it. Two important laws areFood Safety Act, 1990 change and Supply of Goods Act, 1994Covers four principal(prenominal) areas Goods must1. Labeling 1. Be of a copacetic quality2. Additives 2. Fit the description condition3. Composition (or content) 3. Be fit for their purpose as made known to the seller4. Public surfacespringness and hygiene.(Source Skillsspace, 2012)EconomicsCadbury Dairy Milk chocolate is the leader chocolate in overall New Zealand. It impart now include Fair trade Certified products in its clutch. Cadbury Dairy Milk chocolate products becoming Fair trade Certified will increase Fair trade chocolate sales 20 fold, and double last age total sales of Fair trade Certified products in New Zealand and Australia. The scale of Cadbury Dairy Milk chocolate going Fair trade is massive with more than 5.7 million Fair trade Certified C adbury Dairy Milk chocolate blocks in New Zealand and estimated 350 million Fair trade Certified Cadbury Dairy Milk chocolate blocks globally in 2010. (Cadbury, 2012). The move is the result of well-nigh two days of work with Cadburys Fair trade partners globally. It fol offsets more than deoxycytidine monophosphate long time of pioneering ethical chocolate production, including the ground-breaking Cadbury Cocoa Partnership where Cadbury is providing NZ$120 million over 10 years to improve the lives of cocoa farmers. (ChocolateCarnival, 2009)Cadbury has invested NZ$69 million to turn Dunedin into a specialist pulverization and secure manufacturing and jobs in New Zealand. In the wake of rising operating and ingredient costs, Cadbury is reducing manufacturing costs so its products re main(prenominal) affordable at the checkout. The Dunedin upgrade into a world class specialist manufacturing facility is almost complete and it will make iconic products such as Cadbury Jaffas, Pascal l Pineapple Lumps, Cadbury Chocolate Fish, Cadbury Pinky, and boxed chocolates for Australia and New Zealand as well as chocolate crumb, the base ingredient in Cadbury Dairy Milk chocolate.(Cadburyworld, 2012)Cadbury Confectionery today confirmed that the restructuring of its New Zealand and Australian manufacturing operations into narrow down Centers of Manufacturing Excellence is in its final stage. The abide, primitively announced back in September 2007 (with a further conversation in August 2008) has already seen investment of $NZ69 million to improve the productivity, and secure the long-run proximo, of its New Zealand manufacturing operations.(Cadbury, 2012)Social cultureThe culture of Cadburys started out being paternal as the company was devoted to making its employees feel welcome and value in spite of appearance the company. Cadburys relied on its staff very heavily as without a vast employee base the company would not be the big crapper it is today. Cadburys bui lt their famous Bourneville site along with accommodation for gaining the attractions of an employee so the custody would be close to their place of business. Along with this the manufactory was built in the middle of a garden so when employees had finished work or were on a break they had both(prenominal)where to relax as well as socialize with other colleges on a Sunday as the factory was closed.Today Cadburys have become a company who has a culture, which is kindle in keeping its stakeholders happy. Along with this and the advancement in technology Cadburys have now lost its broad employee range and replaced it with machines and now only employ enough staff to keep the machines going. By being stakeholder operate the company has now become controlled by shareholders who are mainly interested in the company making a profit. (123helpme, 2011)DemographyDemography is the main thing if someone is selling the products. Cadbury, from his very beginning, has a same heighten on his demography factors. Cadbury focuses on all the batch whether its a child, youngsters, teenagers or oldies. The story starts with Once upon a time in 1948 when Cadbury entered the Indian market. It originated from a town in the United Kingdom, Bourneville in 1905. (Cadbury, 2012)As the Cadburys official meshwork site suggests, its journey in India has been an eventful one. In the early 1990s, it well-tried to cater to the sweet tooth of the children. Those days they steered the market and took control over the companys major market share. However, the strategy changed by letting out the secret that Everyone has a child inside and thus everyone craves for the taste of chocolate. Cadbury strategies went through with(predicate) a gigantic change. It now catered from children to adults. There is some differentiation indicateing as a bod of Cadbury products are available to cater for the individual needs of different pigeonholings of customers. But nowadays the bulk are suffering with diabetes. So the diabetic component people started use of less chocolate or sugar foreswear thing.Diabetes Diabetes occurs when there is too much glucose (sugar) in the blood. Over time, this can cause damage to many parts of the body. Diabetes is common about 170,000 people in New Zealand have diabetes and rising rapidly as more of us are getting fatter.Based on the most likely future scenario, the diabetes epidemic is forecast to grow rapidly over the 15 years from 1996 to 2011. (Healthnavigator, 2012)Forecast increase in number of (diagnosed) diabetics, 1996 to 2011(Source Healthnavigator, 2012)EconomyIn celestial latitude 2006 Cadbury Schweppes, the well-known confectionery manufacturer, announced the expansion of its operation in New Zealand on the South Island in the city of Dunedin. The expansion project mandatory a total investment of NZ$69m (39m). (Cadburyworld, 2012). In August 2008, an additional investment was announced taking the total amount of investment in t he project to NZ$69m. Part of the investment was contributed through the coronation New Zealand Strategic Investment Fund. This amount was nigh NZ$2m and was granted ostensibly for Cadbury to establish an international chocolate crumb research and product ripening centre at the Dunedin site. (Tourism, 2012)Cadbury contributed a further NZ$17.5m for new buildings, plant and environmental work. The company provided a further NZ$500,000 for the RD centre. (Foodprocessing, 2012). Contractors working for Cadbury Schweppes included Production Logistics NZ for control system integration and software program development for the manufacturing control systems. Streak Automation has also worked on the Pack100 peignoir Automation upgrade that involved the redesign and upgrade of the PLC and servo controls and mechanics for the high-speed wrapping machine, which wraps all of the small-size chocolate at the site. Finally, the manufacturing areas (surfaces, pipes, machinery and ceilings) at Dunedin use a special paint with pocket-size volatiles (low odor) to avoid tainting the products. (Foodprocessing-technology, 2011)CompetitorsWhittakerIn 1890, jam Henry Whittaker came to NZ and brought his chocolate knowledge from working for a confectioner in England at 14. Since 1896 he has been making Australasias premium chocolate. Today it is still owned and run by the Whittaker family. All the products are made in the factory in Porirua, Wellington and they source the best ingredients from all around the world. The Whittakers range now includes 65 delicious different treats. (Whittaker, 2012). It is exported to countries such as Singapore, Australia, Vietnam and India. The milk chocolate contains 33% cocoa, compared to their competitor, Cadbury, whose milk chocolate only contains 21% cocoa. The dark chocolate contains 50% to 72% cocoa. The cocoa comes from Ghana and Madagscar so it is some of the best quality chocolate in the world. It is all Halah accredited by FIANZ (excl uding Rum and Raisin) and all gluten free (except Kiwifruit finish and toffy Milks). Milk also isnt an ingredient in the dark chocolate which is great for the lactose rigid and for vegans. (Whittaker, 2012)Four PsProduct PackagingBrandingBlocks, Slab, Chunks, Sante, Toffee Milk, forefends, SquareDark Ghana PipsPlace-Service StationsSuper Market StoresDairys and convenience storesPrice-Low price with best qualityPromotion-InternetPostersTV advertisements go upHenri Nestl gave his name to what is now the worlds largest food and boozing business, with over 280,000 employees, 456 factories in 84 countries and sales of more than $140 one thousand million in 2008. In our region, Nestl products have been available since the 1880s and in 1885 around 125 years ago, the company was first registered in New Zealand. (Nestle, 2012)Four PsProduct-BarsBlocksPlace-Service StationsSuper Market StoresDairys and convenience storesPrice-Nestle again decides it price on the basis of competition. T he best think about the company nestle is that it is very flexible and it can come deplete with the price very quickly.Promotion-AdvertisementsPersonal SellingSales Promotionpublicity and Public RelationsMarketing Mixes and Profitability1. Whittaker Whittakers markets a range of 250g Blocks, Slabs, Sant Bars and Chunks in supermarkets. In the molded Block Chocolate market, Whittakers has made a quantum jump in sales and retail sales for the brand at the end of May 2009 were $17 million with growth of 62.7% pushing sales at the end of May 2010 to $27.6m. This is a market that only grew 12.2% (Aztec form Block Market MAT). (Whittaker, 2012)In addition, the company launched two new 250g Block varieties Dark Peppermint and Milk Madagascar. The Dark Peppermint matches the 72% Dark Ghana with a fresh peppermint fondant, while Milk Madagascar is the first major chocolate block launched in New Zealand using beans from Madagascar. The beans give the chocolate a citrus note with hints of ca ramel and honey. Both varieties report success and a good reception from consumers. (Stuff, 2012)Whittakers Peanut Slabs, Sant Bars and Chunks have also shown strong growth in the Enrobed Chocolate market, with sales growing 20.6% over the past 12 months (Aztec Enrobed Market MAT) in a market which grew by 8%. (Whitakers, 2012)2. Nestle Henri Nestl gave his name to what is now the worlds largest food and beverage business, with over 280,000 employees, 456 factories in 84 countries and sales of more than $140 billion in 2008. In our region, Nestl products have been available since the 1880s and in 1885 around 125 years ago, the company was first registered in New Zealand. (Nestle, 2012)Nestl getup Kat is the number one sub brand within the Bar squatty segment with 14% value share of Bar Chunky in Total Supermarkets, and growing at 27% MAT, well leading of the Bar segment growth of 11%. (FMCG, 2012). As market leader of this segment Nestl continues to invest in Kit Kat communicatio n to shoppers and consumers through a broad spectrum of media including TV, press and online with the Working like a form campaign. Also the market leader in white chocolate with good value share (ACNielsen Scan data to 23/05/2010), Nestl Milky bar has recently launched No Artificial Colours or Flavours to increase the brands supplicant even more. (FMCG, 2012)Graph-From the above research and explanations the marketing positioning of the Cadbury and his competitors are given below in the pie chart.PotentialWith consumers becoming even more bear on with healthy eating Cadburys would be wise to look into producing a low fat or fat free chocolate range. The advantages of this, as well as the British market, could open a potential US market where people are becoming more aware of healthy eating such as the Atkins diet. (123helpme, 2011)If we talk about Whittaker chocolate, it is one of the chocolate which makes use of large amount cocoa which changes the chocolate into the dark one b ut large excess of it makes the chocolate bitter as well. There are large numbers of customers who opt for the dark chocolate. But nowadays people goes for a less sugar or sugar free chocolates. So it is must for a Whittaker to get new varieties with less cocoa. But no doubt the main potential of Whittaker is pure coca and cocoa butter with no vegetable fats.Nestle is mainly known for its white chocolate that is milky bar. No other chocolate brand produces such a high growth sale chocolate. (Nestle, 2012)Market SegmentsCadbury the chocolate leader aims to target all individuals who consume chocolate. Thus, it does have any specific segmentation targets. Cadbury chocolates are eaten by people of all ages, sexes, cultures, pedagogyal backgrounds, regions and on all occasions. It is not just for a taste but also people taste it on the celebration occasions. However, there is some differentiation targeting as a course of Cadbury products are available to cater for the individual needs of different groups of customers. For example, a family block (350g) is available for families, Cadbury favourites is available as a natural endowment while Flakes, Crunchie and Cherry Ripe is for individual use. (Chocolatecarnival, 2012)Customers of Cadbury chocolate need a product that satisfies their desire for some quality chocolate. The taste of Cadbury chocolate is the bench mark amongst chocolate lovers. Chocolate is consumed as a snack or afterward meal desert as well as a bequest product for all occasions. Chocolate is gifted during birthdays, special occasions such as Valentines Day and Mothers Day, gifted to guests at a wedding, celebrating victories as well as gifted while visiting relatives and friends. (Chocolatestuff, 2012)But nowadays people are becoming health conscious. With consumers becoming even more implicated with healthy eating Cadbury would be wise to look into producing a low fat or fat free chocolate range. The advantages of this, as well as the Austr alian market, could open a potential NZ market where people are becoming more aware of healthy eating such as the Atkins diet. But there existed some complaints from the customers that in the Cadbury dairy milk chocolate packet of 200g there was only a 180g so it hit the customers mind. (Cadbury, 2012). Then the sale or image of Cadbury got low somehow but then again Cadbury produces new products with different ingredients and again it has attracted the people towards them. And the variation is given below.graph2-300239.jpgThis has been a steep learning trim back for Cadbury and to their credit they have really worked to rectify the situation. They reverted to the old recipe in NZ and apologized. However, even their apology to the public didnt go to plan. When Cadbury used large press ads to make apologies for their actions, they neglected the space which caused them all the issues in the first place.As it is found from the New Zealand statistics report that the total number of pop ulation is 4,431,043. It includes the completed age sectors group. Out of it 200,000 people have diabetes. So currently the main focus of Cadbury is on the people who are non diabetic 4,231,043. So Cadbury is incoming different products to cater the needs of this large mass of people. (stas.gov.nz, 2012)The pie chart shows the sectors of diabetic and non diabetic people and is given belowInternal Environment impacts monetary analysisCadbury has invested NZ$69 million to turn Dunedin into a specialist factory and secure manufacturing and jobs in New Zealand. Cadbury Confectionery today confirmed that the restructuring of its New Zealand and Australian manufacturing operations into specialized Centers of Manufacturing Excellence is in its final stage. The project, originally announced back in September 2007 (with a further communication in August 2008) has already seen investment of $NZ69 million to improve the productivity, and secure the long-term future, of its New Zealand manufa cturing operations. (Cadbury.co.nz, 2012)Internal administration and structureCadbury presidency is based on a democratic. Management style decisions are made as a result of a consultation process involving various members of the organization (Cadbury). Cadbury Schweppes also have two different structures. The structure that they use for their get along with of directors has been re-designed to clarify accountability and enable swifter diction-making. (Quote taken from www.cadburyschweppes.com). Looking at the alter organization structure it is clear to see who is in charge of which departments within the business. (123Helpme, 2012)Looking at Cadburys it is clear to see that the company, over time, has delivered the amount of men it employees and replaced them with more efficient machines. Outsourcing areas of the company like maintenance and market research. Employees are now multi skilled, thus able to work in more than one area of the business. The company has increased its production and profitability or the restructuring. The Cadbury factories all work independently and the company as a hole is decentralize as each factory uses the resources (E.g. milk) of the country they are in. (123Helpme, 2011)Manufacturing/services processes guide chart of Process Analysis at Cadbury(Source Slideshare, 2010)Human Resource-Each of Cadburys factories have a HR department, which deal with the factories demand for 1. New staff with a good skill level or possible past factory experience.2. Train new/current staff to be able to use new equipment correctly and efficiently.3. Help current employees with any problems they may have in their work place. (123Helpme, 2011)5) Management-Cadburys management style is democratic. This is when all members of staff work together as a police squad. The managers listen to the other employees ideas and suggestions before they go ahead with decisions. If ideas are found to be achievable and successful by the senior group, then it is taken forward. Then as a team they reach a decision. The approach of this style is that they care and listen to everyone in the teams view and what they think not just their own. This style can be used in both large and small groups. (Cadbury, 2012). It would work well in large motivated groups because they can come to a decision a lot quicker, but in a smaller group they can fail with coming up with a decision amongst themselves and will need real guidance and centering. If a decision cannot be made then a vote will take place and the outgrowth will be the one with the most votes. This management style is good for Cadbury because it motivates workers with having power and decision-making and through this it allows them to be involved in the business. (Cadbury, 2012)6) Research and ontogenyThe Science Product Development teams significantly influence the development of strategical plans and initiatives, leading cross functional teams to resolve technical and business challenge s. They are relentless champions of continuous improvement, identifying new programs and insights to benefit the business, significantly contributing and influencing the direction of strategic initiatives to leverage us to a sustainable competitive advantage. (Itsyourkindofplace, 2011)Marketing FunctionCadbury believes that parents and guardians are the most important influence in the development of children. They do not advertise where children under the age of eight years are likely to be the majority of the audience. They also do not believe that its appropriate to sell our confectionery products through vending machines in primary schools and we will not do so. Cadbury will only provide vending machines in secondary schools when were asked to do so by the education or school authority, and when the products meet nutritional guidelines set by the authority. Cadbury organization is proud of its brands. They provide fun and enjoyment as treats or refreshment, and are valued for the ir functional benefits. They can be enjoyed as part of a balanced diet and lifestyle. They provide choice by offering variety and through innovation and encourage responsible consumption, as this is central to consumers go on to enjoy our brands. (Cadbury, 2012)Location-Cadbury is a brand with a long history in New Zealand. Cadbury is a confectionery company owned by Kraft Foods and is the industrys second-largest globally after Mars, Incorporated. Headquartered London, United Kingdom, the company operates in more than 50 countries worldwide. It has main branches in Australia, England, New Zealand and South Africa. In New Zealand the main factory is in Dunedin. (Wikipedia, 2012)External Relationship-William was the second son of Richard Cadbury, who has strong acquaintance traditions which influenced his whole life. William Cadbury established the Trust soon after his two years as Lord Mayor of Birmingham from 1919 to 1921, wishing to give more help to the causes in which he was in terested. One such was the building of the Queen Elizabeth Hospital, a medical centre with the space and facilities to bring together the small specialized hospitals scattered throughout Birmingham, giving them the benefit of up to date buildings, dual-lane administration, shared services and hostels for nurses. Through this charity, he also secured several properties for the bailiwick Trust. (Bstrust, 2012)Today trustees are guided by William Cadburys concern for the welfare and benefit of the i