2013-03-16 12:12:14 - Recently published research from MarketLine, "Cadbury: Losing brand value after acquisition by Kraft?", is now available at Fast Market Research

Kraft's CEO, Irene Rosenfeld announced that the company wanted to broaden its position within the confectionery industry as a global leader. In 2010 Kraft's offer of $19.5bn (GBP11.5bn) was accepted, causing uproar in Britain. This case study examines the affects the acquisition has had on Cadbury's brand name by using examples of established and emerging markets.

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Highlights

In 2012 Kraft confirmed that the UK chocolate firm Cadbury generated sales of GBP257m ($400m) since the takeover. The CEO of the company confirmed that

the strong performance helped the company meet its synergy cost earlier than expected.
Kraft CEO, Irene Rosenfeld said that the company would be spending heavily in countries such as India and China with the aim that certain countries will generate revenues of around $1bn.
Concerns remain are that Kraft and Cadbury are two very different entities and it will therefore take some time for the companies to combine and operate as one.


Full Report Details at
- www.fastmr.com/prod/546470_cadbury_losing_brand_value_after_acqu ..


Your key questions answered

* Has Cadbury lost brand value after acquisition by Kraft?
* Has Cadbury enjoyed success in emerging markets?
* What difficulties has the acquisition caused for Cadbury?

Report Table of Contents:

OVERVIEW
Catalyst
Summary
KRAFT ACQUIRES CADBURY
Kraft now dominating the Chocolate division
Kraft's confectionery competitors
Public backlash after takeover of British company Cadbury
EMERGING MARKETS
Kraft aims for wider presence in emerging markets
Cadburys marketing strategies in India
Emerging market: China
STRATEGIES TO IMPROVE RELATIONSHIP BETWEEN TWO ENTITIES
Cadbury and Kraft's differing marketing strategies
CONCLUSIONS
Is Cadbury losing brand value?
APPENDIX
Sources
Further Reading
Ask the analyst
About MarketLine
Disclaimer

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