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Australia Edition 1

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THE MARKET

THE MARKET Australians love conlect1onery ll1ey annually consume 6. 7kg of 1 per person. mak1ng confection· cry the most popular snach food 1n Australia. Chocoiate accounts for 7 7% 01 all confectionery sales 1n Australia V\~lh D retail value over .3 billion every year. Cad bury is the b1ggest player 111 ctiOColate confectionery, With market leadership across all major product segments. Forty-seven percent of confectionery orands are purchased on impulse. and almost 50% of all chocolate buyers lall w1thin the 25 49 ~'11 age group. Women generally buy more chocolate than men, but 1n most cases t11ey me bUYing lor t11eir fan11hes In tact men 111 tt1e 35- 49 year age group are tt1e highest buyers of chocolate bars and blocks, usually ror themselves The Australian confectionery market continues to 91 ow yror on year With volume 1ncrcasng 12.5% over tt;e past FIVe years. Th1s growth has been powered along by a 15.7% growth in the dom1nanl chocolate confectionery segment. ACHIEVEMENTS Cadbury IS one of t11e largest chocolate ~roducers in the wand. Since lhe merger with Scl;weppes 1n 1969. Cadbury Schweppes has become a major Ioree in 1nternat1onat markets and 1n the process Cadbury has consolidated its position as Australia's lead1ng brand 1n the confectionery market. Cadbury spans the globe from 1ts Bri\lsh base, and operates factories 111 AtiStralia. New Zealand, Malays1a. IndoneSia. India, Ch1nR. Poland and several parts of Africa. It owns subS1d1ary companies 111 France. Germany, Spain. Argenhna and Holland and has franchise agreements w1th compan1es 111 the US and Canada. In Australia. Cadbury brands dominate the confectionery market witl1 Cad bury's flagship Dairy Milk worth over million annually. Cadbu1y Marble represents t11c most successful block chocolate launch everw1th m1llion wortt1 sold in the hrst six months. In the highly competitive bars category, Cadbury 1s the n'larket leader in Australia w1t11 five of the top len brands by sales value. Australia's most popular new confecllonery brand, CRdbury T1me Out, is already Number 3 and growing. Cadbury also leads the ct1ildren's market wrth two of the rnosl established and recognised characters in the market today - Freddo and caramello Koala. ll1ree generat1ons of Australians have g1own up w1th the Cadbury range. HISTORY 1110 Cadbury story started 1n a srnall grocery shop in Birm~ngham, England, opened in 1824 by John Cadbu1y, a Quaker. The shop's most popular product was cocoa and this led John Gadbury to move into chocolate manufacture. Realising t11e potential of his business. John Cad bury fOlmed a partnership w1lh h1s brother Benjamin and fonned a company, Gadbury Btothers. In 1853, Gadbury Brothers 18C81ved the Royal Warrant as manufacturers to Queen Victona. The con1pany has continued to hold Royal Warrants of Appo1ntment to this day. John Cad bury's tvvo sons, George and Richard, took control of the bus1ness in 1861 . Times were so hard for them at first that Richard considered suNeying as a career and George almost became a toaplnnter in India. Luckily for c 1ocolate addrcts tr1e world over, they decided to persevere. The breakthrough came 1n 1866 when the two brothers Introduced a new method for pressing the cocoa butter from cocoa beans to form cocoa essence, which they advertised as 'Absolutely pure - therefore best'. They produced many new kinds of chocolates. includ1ng the first assortments scld in boxes. Richard Cadbury Introduced amb1t10us and attract,ve des1gns from his own pa1nllngs for his gift boxes. He used his children as models and sometmes depicted !lowers or scenes trom holiday JOUrneys. The Victorians delighted 111 these elaborate chocolate boxes and t11eir popularity continued until t11eir disappearance dunng World War 2. The range and versatility of packaging of the 1880s and 90s was considerable. Cl1ocotate boxes were designed w1th an atter use very much 111 mrnd. Des1gns ranged from the pastoral to llle romantic and to the floral. Some chocolates came in opulent silk-lined caskets and nch velvet tevvel boxes. In 1905 carne U1e launch or Cadbury's Dairv Milk, now the company's ftagsl1ip brand. It was manufactured by a unique process vvh1ch used fresh milk in greate quantttes than any previously krlO\M"I product. TI1ree names were consid· ered fOl t11is new brand - 'Jersey', 'Highland Milk' and 'Dairy Maid' The last two were amalgamated to form 'Dairy Milk' and th1s stuck. The Cadbury purple and gold house colours were 1ntroduced at the beginn1ng of the century. Vv'hen Milk Tray was launched 111 1 915, the purple colours were used for tt1e brand packaging. but it was not until 1920 that the purple and gold colours were used 1n the pack design for Cadbury's Oagsh1p Dairy Milk brand. After that. 1owever. p11rple ami gold became firmly established as Cadbury's corporate colours. In 1918, Cadbury merged ~th the well known confect1cnery firm of J.S. Fry. The alliance was an outstanding success, and the new G'Ompany expanded Internationally. In tt1e 1 920s, Cadbury and Fry decrded to build a factory in Australia, and were j0111ed by Pascali. another well known confectiOnery maker. This new Australian company was called Cadbury-Fry and Pascali. Claremont in Tasmania was chosen for the company's Australian factory, because 1t was close to Hobart and to the finest da1ry pasture in Australia. and enjoyed pure a1r and rnoderate temperatures. In 1922, the first products from I he new factory appeared. TI1ey were Pascali lines, but by 1 928 chocolate and cocoa production had started at the Claremont factory. By World War 2, Cadbury chocolates were popular throughout Australia and even 1n war zones. Cadbu1y became the official supplier of chocolate to the Australian Armed Forces, though today's chocolate varieties are a far cry from the war ration chocolnte of the 1940s. Cadbury ration chocolate 30

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