Cadbury
Cadbury World
A Case Study
An overview of Cadbury World, its origins, history and operations
1
© Cadbury plc, produced by Cadbury World Marketing Team 2009
Overview
This case study explains the history and product development of Cadbury World; aspects of its operational and marketing functions, as well as providing some key numerical data. It is intended to provide students and other interested parties with a snapshot view of and insight into one of the UK’s leading leisure attractions. It is strongly recommended that the case study is used in association with a visit to the attraction.
Cadbury World in Context
Seen as a new venture into the leisure industry when it opened in 1990, Cadbury World began its life principally as a public relations tool, but quickly became a popular half-day venue for people of all ages looking for quality leisure time. The original attraction was very educational and historical-based, with mainly static displays. Over time, Cadbury World has grown to be a family attraction of much bigger dimensions. It has maintained visitor numbers comfortably in excess of half a million annually, and returns a healthy paper profit back into Cadbury UK as well as bringing value to the company in terms of public interface and direct communication to the consumer. The original vision for Cadbury World was to provide a tourist attraction experience and provide an alternative to the demands from the general public denied access to the Bournville factory tour, which ceased due to health and safety practicalities around the time of the merger between Cadbury and Schweppes in 1969.
In setting up Cadbury World, in the face of strict health and safety and hygiene legislation, the vision was to underpin the central message of “Cadbury means chocolate means fun” with the interpretation of cocoa and Cadbury’s chocolate both past and present. Responding to these principles, Cadbury World was conceived as a continuation of the message “Cadbury
A Case Study
An overview of Cadbury World, its origins, history and operations
1
© Cadbury plc, produced by Cadbury World Marketing Team 2009
Overview
This case study explains the history and product development of Cadbury World; aspects of its operational and marketing functions, as well as providing some key numerical data. It is intended to provide students and other interested parties with a snapshot view of and insight into one of the UK’s leading leisure attractions. It is strongly recommended that the case study is used in association with a visit to the attraction.
Cadbury World in Context
Seen as a new venture into the leisure industry when it opened in 1990, Cadbury World began its life principally as a public relations tool, but quickly became a popular half-day venue for people of all ages looking for quality leisure time. The original attraction was very educational and historical-based, with mainly static displays. Over time, Cadbury World has grown to be a family attraction of much bigger dimensions. It has maintained visitor numbers comfortably in excess of half a million annually, and returns a healthy paper profit back into Cadbury UK as well as bringing value to the company in terms of public interface and direct communication to the consumer. The original vision for Cadbury World was to provide a tourist attraction experience and provide an alternative to the demands from the general public denied access to the Bournville factory tour, which ceased due to health and safety practicalities around the time of the merger between Cadbury and Schweppes in 1969.
In setting up Cadbury World, in the face of strict health and safety and hygiene legislation, the vision was to underpin the central message of “Cadbury means chocolate means fun” with the interpretation of cocoa and Cadbury’s chocolate both past and present. Responding to these principles, Cadbury World was conceived as a continuation of the message “Cadbury