Cadbury Schweppes has a very extensive history that could date back to the late seventeenth and early eighteenth centuries when the independent businesses of Schweppes and Cadbury were originated. However, it wasn’t until their merger in 1969 that they started on the road to becoming one of the world’s largest supplies of non alcoholic beverages, and chocolate and sugar confectionery. Over the last 34 years, Cadbury Schweppes has acquired numerous big name products to help increase their market share. Some of these include Dr. Pepper, 7 Up, Snapple, Hawaiian Punch, Hollywood chewing gum and Dentyne.
The globalization of the company with the distribution of their products, as well as their shares, has helped to transform Cadbury Schweppes from two separate companies into a billion dollar business. The pilot Cafe Cadbury was opened on 8th October 2000 in an attractive three-storey 18th century Georgian building in the centre of Bath, a busy tourist destination and World Heritage City. The location was carefully chosen to position the new brand as a premium experience for the discerning customer. Cafe Cadbury is an exciting all day premium cafe and gift experience also offering a take-out service on the ground floor.
Mind Mapping Brand Prism Physique: As a brand, one can identify Cadbury as a chocolate and dessert. Cafe Cadbury also offers savory items like baguettes and paninis and a range of coffees. Personality: Cafe Cadbury is experimental in nature as it is offering more than just chocolates. It targets adults and children alike and encourages them in indulging in chocolate and non-chocolate items. Culture: The culture of Cadbury is traditional and European. Self Image: While consuming the goods, one perceives themselves as relaxed and happy and one can also be focused in such an environment.
Reflection: Where one can unwind, feel sophisticated. Relationship: Cadbury is a reputed brand of a rich heritage. Cafe Cadbury promises to serve only high quality products. They are a well known brand throughout the globe and are thus trusted. Brand Architecture Cafe Cadbury offers a variety of products. Breaking out of its traditional shell and giving the population something other than chocolates to look forward to, Cafe Cadbury has an exciting menu of desserts like Cakes, Gateaux and Chocolates, Savory items like Baguettes, Panini, Croissants and Rolls as well as hot and cold beverages.
It also houses a gift shop. Cafe Cadbury is an Endorsed Brand as it has merged with Schweppes to provide a service. Cafe Cadbury also possesses Line Brand and Range Brand since it has a variety of products and there is diversity among those products. Prices charged in Cafe Cadbury are slightly higher than in coffee shops like Starbucks to reflect the premium positioning of the brand. There are all sorts of categories of retail products including: 1. Traditional/familiar (Cadbury’s Dairy Milk, Roses and Milk Tray) 2. Chocolate experience (liquid chocolate fondue and truffles) 3. Indulgence/gifting (champagne hearts) 4. Self-eat (fudge ranges and ice-creams) 5. Novelty/kids (full size chocolate footballs. ) Brand Values Brand values are those things that a particular brand stands for. The core values that make consumers select Cadbury out of all the other products and services are: 1. It offers a premium catering and shopping experience for chocolate and non- chocolate products. 2. The quality meets the expectations of the consumers.
Cafe Cadbury only believes in standing out, thus they invest in offering unique cakes and pastries, the richest coffee and freshest bread. 3. The warmth of the staff makes the consumer feel welcome. 4. The level of innovation is unlike any other cafe. The products range from spiced chocolate and a full sized foot ball. 5. Even though dark chocolate is offered, Cafe Cadbury stays true to their roots and offers their famous milk chocolate. Brand Positioning Brand positioning involves creating a position in the market place for a product.
Cafe Cadbury provides a warm, contemporary, friendly environment where customers can indulge themselves with Cadbury’s chocolate. Along with this they also offer the look and feel of the brand and not just the taste. The prime focus of Cafe Cadbury is its chocolates. However in order to stand out from local cafes and bistros, they also offer a gift shop experience. The illustration across highlights that the heart of the offer is the chocolate experience delivered within the theatre of a premium cafe location. Supporting this is a retail offer including chocolates and gifts as well as takeaway products.