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New Market Research Report: Cadbury: Losing brand value after acquisition by Kraft?


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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.

Features and benefits

* MarketLine Case Studies describe topics such as innovative products, business models, and significant company acquisitions.
* Fact-based and presented in an accessible style, they explain the rationale of commercial decisions and illustrate wider market and economic trends

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

About MarketLine

MarketLine is a global publisher of company, industry and country information. Their clients operate across a wide variety of industries and job functions and range from multinational corporations right down to small businesses in both developed and developing economies. MarketLine users enjoy access to content that is trustworthy, up to date and reasonably priced and routinely turn to them as their first-stop resource for instantly accessible, reliable business information. View more research from MarketLine at www.fastmr.com/catalog/publishers.aspx?pubid=1034

About Fast Market Research

Fast Market Research is an online aggregator and distributor of market research and business information. We represent the world's top research publishers and analysts and provide quick and easy access to the best competitive intelligence available.

For more information about these or related research reports, please visit our website at www.fastmr.com or call us at 1.800.844.8156.


Author:
Bill Thompson
e-mail
Web: www.fastmr.com
Phone: 18008448156

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