RawalArif

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Reg:1269108
Instructor:AmnaZareef
Class:BSMCS5

Overview
ThiscasestudyexplainsthehistoryandproductdevelopmentofCadburyWorld;aspectsofits
operationalandmarketingfunctions,aswellasprovidingsomekeynumericaldata.Itisintendedto
providestudentsandotherinterestedpartieswithasnapshotviewofandinsightintooneoftheUKs
leadingleisureattractions.Itisstronglyrecommendedthatthecasestudyisusedinassociationwitha
visittotheattraction.
CadburyWorldinContext
Seenasanewventureintotheleisureindustrywhenitopenedin1990,CadburyWorldbeganitslife
principallyasapublicrelationstool,butquicklybecameapopularhalfdayvenueforpeopleofall
ageslookingforqualityleisuretime.Theoriginalattractionwasveryeducationalandhistoricalbased,
withmainlystaticdisplays.Overtime,CadburyWorldhasgrowntobeafamilyattractionofmuch
biggerdimensions.Ithasmaintainedvisitornumberscomfortablyinexcessofhalfamillionannually,
andreturnsahealthypaperprofitbackintoCadburyUKaswellasbringingvaluetothecompanyin
termsofpublicinterfaceanddirectcommunicationtotheconsumer.TheoriginalvisionforCadbury
Worldwastoprovideatouristattractionexperienceandprovideanalternativetothedemandsfromthe
generalpublicdeniedaccesstotheBournvillefactorytour,whichceasedduetohealthandsafety
practicalitiesaroundthetimeofthemergerbetweenCadburyandSchweppesin1969.Insettingup
CadburyWorld,inthefaceofstricthealthandsafetyandhygienelegislation,thevisionwasto
underpinthecentralmessageofCadburymeanschocolatemeansfunwiththeinterpretationofcocoa
andCadburyschocolatebothpastandpresent.Respondingtotheseprinciples,CadburyWorldwas
conceivedasacontinuationofthemessageCadburymeanschocolate,meansfun,throughthe
interpretationofcocoaandCadburychocolatebothpastandpresent..3TheoriginalvisionforCadbury
Worlddevelopedasfollows:TosignificantlyenhanceconsumersperceptionsofCadburyanddevelop
longtermbrandloyaltyby:
TheEarlyYears
Openedon14August1990,CadburyWorldsfirstweeksprovedtobesuccessfulbeyondinitial
projectionsandledtoanumberofoperationconcernsandissues.Hugequeuesbuiltupatthestartof
eachdayandmostvisitorscamewiththeexpectationoftakingpartintheresumptionoftheBournville
factorytour(althoughitwasthoughtbyCadburyWorldmanagementthatthisperceptionhadbeen
overcomeinitslaunchpublicityandliterature).Freesampleswerenotdeemedtobeasfreelyavailable
asthepublicexpected,andpricesintheretailshopweremoregiftshopthanfactoryshop.The
teamsresponsetotheseinitialproblemswerequickandcomprehensive:includingtheimmediate
introductionofatimedticketingsystem(lateraformalprebookingsystem),andagreateraccess
gainedtoasmallpartofthefactory.Freesamplesgraduallybecamemoreplentifulandastodayare
distributedtovisitorsatintervalsthroughoutthetour.ThepricesinCadburyWorldtooklongerto
resolveastheCadburyWorldgiftshopstrategyneededtobealignedtoseriousandrealbusiness
concernsrelatingtothethreattosomeseriousandwellestablishedcommercialrelationships.The
belieffromretailersintheBirminghamareawasthatunliketheCadburystaffshop,theCadbury
Worldofferingwasopentothegeneralpublicandwouldprovesosuccessfulthattheitwould
representseriouscompetitiontothoselocaltradersifpricesandoffersweremisalignedwiththose
availablefromotherretailers.Apolicywasdevelopedwherebytherewouldbenomorethanatoken
reductioninthepricestheCadburyWorldgiftshopcharged,comparedwithpricesinnormalretail
outlets.Inreality,wherethemajorretailorganisationsexertedsubstantialbuyingpower,theywere
abletochargewellbelowCadburyWorldrates.Eventually,abargaincorner(nowcalledthefactory
area)wasestablished,thegiftshop.TheretailofferdevelopedandCadburyWorldnowhastworetail

outlets:TheWorldsLargestCadburyShopandtheEssenceEmporiumofferingthemedgiftsand
merchandise,standardretailofferingsfromtheCadburybrandportfolioandexclusivechocolate
noveltieshandcraftedinCadburyWorldsDemonstrationArea.
Givingthevisitoramemorableenjoyable,anduniqueCadburychocolateexperienceOfferinghigh
qualityandgoodvalueformoney
DeliveringCadburyvaluesoffunandquality,whilstachievingabreakevencosttargetforCadbury
Limited(atthetimetheUKchocolateoperationofCadburySchweppesplc).
Initsearlyyears,duetobothvisitorcomfortandalsohealthandsafetyprovisions,CadburyWorlds
limitedcapacityrequiredarobustcontrolonthenumbersofvisitorsallowedinsideatanyonetime,as
wellastheirflowandpassagethroughtheexhibition.Initially,asystemoftimedticketentrywas
introducedbasedonafirstcomefirstservedapproachandenabledvisitorstohaveaknowntime
whentheywouldgointothemainexhibition.Aspopularityfortheattractiongrew,eventhismeasure
provedtobeinadequatetotheincreasingvisitornumbers,andqueuesbegantotrailoutsidethemain
buildingoncemore.InMarch1993,areservationssystemwasintroduced,wherebyvisitorscould
prebookthedateandtimeoftheirentryintoCadburyWorld,andeliminatedmuchoftheneedto
queue.From1993onwards,allpublicitymaterialforCadburyWorldemphasisedthereservations
serviceandstillstronglyrecommendsthatthevisitorprebookviathebookingofficetelephone
numberorviatheinternetinordertoavoiddisappointment.Whilstthereservationssystemhadan
immediatebenefit,around30%ofadmissionsonabusydaywouldconsistofvisitorsrollingup(as
awarenessoftheneedtoprebookincreased,thenumberofrollupshasfallentoamoremanageable
ofnomorethan20%duringpeakperiods).Indeed,duringschoolholidaysandbankholidays,itisnot
unknownforavisitorarrivingat10amwithoutreservationtosometimeshavetowaitfourhoursbefore
beingadmittedintothemainexhibition.Duringthesepeaktimes,thisallowsthevisitortoreverse
theirvisitandvisittheEssenceandBournvilleExperiencezones(accessedseparatelyfromthemain
building),enjoyanycomplimentaryentertainments,utilizetheoutdoorplayareaforthosevisitorswith
children,orpickupamapfromreceptionandtakeawalkingtourofplacesofinterestintheBournville
area.EssenceLaunch,2005SirAdrianCadburyopeningTheBournvilleExperience,20075Within
themainexhibitionitself,thesmoothingofthevisitorflowhasbeenakeyconsiderationinthe
developmentofCadburyWorldsfeaturesandshowswiththeintroductionofneworupdatedsetsina
processofcontinuousimprovementtomeetdemands.Visitorsareadmittedtotheexhibitionata
maximumrateof80individualsatintervalsofevery10minutes.Thus,certainpresentationssuchas
TheCadburyStoryandthefollowingset:MakingChocolate,willaccommodateupto80people
seated,andlastnolongerthantenminutesincludingtheaudiencesentryto,andexitfrom,eachset.
TheCadabrarideisalsocarefullytimed,toallowforanaverageofthreepassengersineachofthe12
cars(pluswheelchairadaptedcar),andacircuittakingintheregionof5.5minutes.Allofthisis
carefulorchestratedtoensureasteadyandconstantflowthroughtheexhibition.Onbusydays,the
delayfromtheslightesttechnicalhitchonCadabraisverydifficulttorecover,andthis,withthequeue
ofticketholdersinreception,isthemainsourceofqueuingnowadaysinCadburyWorld.
OngoingDevelopment&ContinuousImprovement
EarlyimprovementstoCadburyWorldweremorereactive,addressingtheissuesraisedbyanew
productfromacompanywhosetraditionalexpertisewasnotintheleisureindustry.Astime
progressed,andaswouldbeexpectedfromabusinessunitwhoseparentcompanyisaleading
consumerbrand,improvementsbecamemoreproactiveastheneedsofthevisitorchangedandwere
drivenmorebyadesiretoofferthesameserviceanyvisitororleisureattractionwouldadopt.Thefirst
significantdevelopmentoccurredin1993whenpartsoftheexhibitionweremovedupontotheground
flooroftheEastCocoaBlock,andrenamedTheCadburyCollection.Finally,someCadburysponsored
outdoorplayequipmentwasrecoveredfromthenowdefunctNationalGardenFestivalofWalesin
EbbwValeandusedtoexpandtheplayfacility.EarlyfeedbackindicatedthatCadburyWorldwas
surprisinglyadultinappeal,and,during1993,planswerelaidtocreatethefirstexhibitionfeature
aimedspecificallyatyoungerchildren,uptoage10.TheFantasyFactorywasopenedinMarch
1994,toprovideachildseyeviewoftheproductionofliquidchocolate,frombeantobar,using
interactivetechniques,and,withthemirrorroom,toprovideagrandfinale.TheFantasyFactory,circa
1995(removed2000)6WiththelaunchofCadburyLandinJuly2000,inaseparatebuildingtothe
rearofthesite,andthecompletereplacementoftheplayareawithastateoftheartthemedplayarea,
CadburyWorldhadachievedashiftinappealtoencompasstheentireagerangefrom090and

beyond.Feedbackfromvisitorsin2001indicatedthattheattractionhadshiftedfromaveryadult
profile,toastrongchildprofile.Theimprovementsmadetotheattractionsince2001havebeenof
moreadultinterestinordertoreaddressthisbalance,whilstmorerecentadditionsandimprovements
haveattemptedtobecrossgenerational.In1995,thechildappealwasfurtherincreasedbythe
installationoftheAstrosSetfromtheTVcommercialthatlaunchedthebrandintheUK,andthenin
1997withtheopeningofCadabra,aMagicalCadburyJourneyonspeciallyconstructedbeanmobiles
throughvariouslandsandscenespopulatedbytheCadburyWorldmascottheChucklebean
AttractionStructureSpring2009
CadburyWorldisnowdividedinto14distinctandseparatezoneseachdealingwithauniqueaspectof
thehistoryofcocoaandchocolate,theoriginsoftheCadburybusinessandthevisionofitsfounding
fathers,theproductionofchocolateandpopularCadburybrands,orjustfullyimmersingthevisitorina
trulychocolateyexperience.Eachzonebroadlyfollowsonfromthepreviousonetogivealogical
andconsistentstoryforthevisitorsselfguidedjourney.Onentrytothemainexhibition,thestoryof
cocoabegins,inthejunglesofCentralAmerica,intheareanowknownasMexico.TheAztecJungle
zonewasrelaidinJanuary2005,toincorporatewaterfeaturesandamoredetailedexplanationofthe
cultureandbeliefsofthevariouspeopleswholivedthereuptothetimeoftheSpanishconquest.
Movingon,thevisitorgoesintotheJourneytoEuropeZonedescribingthewaythatthetastefor
cocoaandchocolateeventuallymadeitswaytohighsocietyinEnglandinCromwelliantimes.This
zoneleadsintothelastremainingsetfrom1990,nowknownasBullStreetZone,coveringregency
LondonandtheearliestdaysofJohnCadburysbusinessinBirminghaminthe1820sinarecreation
ofVictorianBirmingham.7Since2001,theCadburyStoryZoneandMakingChocolateZone,have
controlledthevisitorflowwithintheexhibitionwithautomaticdoors.Updatedtoincludesubtitles,
thesevisuallycompellingZonestellthestoryoftheoriginsoftheCadburybusiness,theFactoryina
GardenandtheQuakerprinciplesimportanttothedevelopmentofthecompany,andthe
manufacturingprocessesinvolvedinproducingCadburychocolate.TheMakingChocolateZoneis
multisensoryexperienceandwasoneofthefirstofitskindintheUKleisureindustry.ExitingMaking
Chocolate,thevisitormovesintotheManufacturingZone(originallycreatedin2000)wheretheycan
selectfromaseriesofconsolesvariousstoriesrelatingtothemanufacturingofsevenpopularbrands
withintheCadburyproductportfolio.Walkingupstairs(oraccessingviatheliftprovided),thevisitor
stopsofffortheirfirstsouvenirphotographopportunitynexttoanoversizedversionoftheCadbury
WorldChucklebeanmascotbeforemovingthroughatimetunnel(constructed2005)tocommemorate
the100yearsofCadburyDairyMilk.MovingontothePackagingPlantZone,subjecttoscheduling,
thevisitorgetstoseeasnapshotoftherealBournvillefactoryinoperationasvariousCadburyDairy
Milkproductsmovetheirwayalongtheconveyorbeltontheirjourneytotheoutsideworld.Thevisitor
thenmakestheirwaytotheCadbaraZone(updatedin2008)consistentlyvotedasbeingoneofthe
mostpopularZonesandasecondsouvenirphotographopportunityDownstairs,thevisitorhasthe
chancetopurchasetheirfirsttwophotographsbeforeseeingareplicaofawaterwellandlearningmore
aboutCadburysGhanaWellprogramme.Visitorsoftentosssparechangeintothereplicawellandto
date,havehelpedCadburyWorldtoconstruct15wellstohelpimprovethelivesoftheGhanaiancocoa
farmingcommunity(formoredetailsontheCadburyCocoaPartnership,CadburyCorporateSocial
Responsibility,FairtradeandacasestudyontheGhanaWellsProgramme,pleasevisit
www.cadbury.com)8Sincemid2004,theDemonstrationAreaZonehasallowedvisitorstoseehow
chocolatewasmadebeforemassmanufacturingmethodswereintroduced.Here,thevisitorcanwrite
theirnameinliquidchocolateandwatchasskilledCadburyWorldChocolatiershandcraftnovelties
whichcanbepurchasedlaterinthetour.Aspartoftheprogrammeofcontinuousimprovement,inthe
summerof2009,thenextthreesetscomprisingoftheHappinessRoom(2005),CoronationStreet
(builtin1996andshowcasingCadburystenyearsponsorshipofITVsflagshipdrama),andthe
AdvertisingRoom(constructedin2001)willbereplacedbytheAdvertisingAvenueZone.Advertising
Avenuewillgivethevisitortheopportunitytowalkthroughachronologicallythemedlifesizedstreet
ofchocolatehouses,lamppostsandtreesastheyenjoythehistoryofCadburysadvertisingpastfrom
postersthroughtointeractivelyselectedtelevisioncommercials.In2006,thePurplePlanetZonegave
visitorstheopportunitytoparticipateinauniquelyinteractivechocolateenvironment.PurplePlanet
allowstheopportunitytoplayinchocolaterain,growandcareforacocoabeantree,andchasea
CadburyCremeEgg.Recent2009updatestoPurplePlanetseetheinclusionofMagicPlaneta
touchscreeninformationterminalwithcontentprojectedthroughanilluminatedglobewhichprovides
anoverviewofCadburyoperationsaroundtheworldandMouldMe,acaptureofthevisitorsimage

digitallytransformedtogivetheappearanceofthevisitorsculpturedinchocolate.Thisprovidesthe
visitorwiththeirthirdsouvenirphotographopportunitywhichcanbepurchasedatalaterstage.Exiting
themainexhibitionintotheWorldsBiggestCadburyShopZone,thevisitorispresentedwithvarious
retailofferings,merchandiseandexclusiveCadburyWorldmerchandise.InSpring2009,various
aspectsoftheshopwereupdatedwithspecialiseddisplayunitsrelatingtoCadburyUKsPower
BrandsincludingCadburyDairyMilk,CadburyDairyMilkCaramel,CadburyMilkTray,and
BassettsLiquoriceAllsortsandJellyBabies.UponleavingtheWorldsBiggestCadburyShop,the
visitorhasthechoiceofeitherpurchasingrefreshmentsfromCafCadbury(a240seatvisitor
restaurantofferingaselectionofbothhotandcoldmealsandsnacks)orwalkingoutsideofthemain
buildingandfollowingtheyellowpaintedfootstepstothefinaltwozones.TheEssenceZone
(constructedin2005andreplacingCadburyland)tellsthestoryofthemagicalcreationofCadbury
DairyMilkbeforeallowingthevisitortocreatetheirownconfectioneryconcoctioninatubofliquid
chocolate.Openedin2007,TheBournvilleExperienceZonereplacedtheCadburyCollectionMuseum
andpresentstheuniquecreationofBournvillevillagethroughaseriesofmodels,multimediaview
portsandvideosaswellasmemorabiliafromCadburyspastincludingJohnCadburysoriginalpestle
andmortarusedinhisshoptocreatecocoabasedconcoctionsintheearlynineteenthcentury.With
amplefreeparkingspace,anoutdoorcateringkiosk,thechildrensplayarea,theCadburyNo.14train
andapicnicareathegroundsofCadburyWorldofferthevisitorplentytoseeanddo(witheasy
accesstoBournvillevillage)whilsttheywaitfortheirentryintothemainexhibitionorenjoyany
complimentaryentertainments.
OpeningSchedule
CadburyWorldisgenerallyopenbetween315and325dayseachyearwhichtendstobeeveryday
fromearlyFebruarythroughtoearlyNovember,andfourorfivedaysaweekoutsidethattime.Itis
necessaryfortheretobecompleteclosuretothevisitorfromNewYearsEvethroughtothethird
weekinJanuary,inwhichtimemajorinstallations,refurbishmentandrenovationstakeplace.
Originally,CadburyWorldopenedeverydayexceptChristmasDay,forthesamelengthoftimeeach
day.However,experienceofthenaturalpatternsofbusiness,andthewasteofopeningonadaywhen
variablecostsarelikelytooutweighthemarginalrevenuefromvisitorattendance,hasledtoa
distinctivescheduleofopeningtimes.Atthequietest(offpeak)times,CadburyWorldopensat10.a.m.
andceasesadmissionsat3p.m.,oroften4p.m.,allowingthefinalvisitorstheopportunitytoviewthe
exhibitionattheirleisure,andbrowsetheshop.Generally,closingtimewillbeabout2hoursafterthe
lastadmission.AveragedwelltimeonsiteatCadburyWorldis3.5hourscurrently.Onbusierdays,
particularlyduringtheschoolholidays,openinghoursareextendeduptoamaximumadmissionspan
of9a.m.to5p.m.Thevisitorsareadmittedatthemaximumrateof80everytenminutes,which
allowsinexcessof3000visitors.
CadburyWorld&Education
CadburyWorldisacompanycommittedtoeducation.Tracingbackto1879andthemoveto
Bournville,GeorgeCadburyintroducedthefirstemployeeandcommunityeducationprogramme.
CadburyWorldhasmaintainedthissameenthusiasmandcommitmenttoeducationtothepresentday.
WhilsttouringCadburyWorldyouwilldiscoverthehistoryandheritageofthecompanyandlearn
howitdevelopedfromasmallBirminghambasedbusinessintoaglobalcompany.CadburyWorld
feelsthatitisimportanttoteachtheyoungpeopleoftodayaboutbusinessandthewayinwhichwe
operate.Withtheinformationweprovidethroughvisualsandexhibitions,wehopethatitwillgive
themagoodunderstanding,whichwillthenpreparethemforthereadilyawaitingworldofwork.One
ofthefirstattractionstobeawardedtheLearningOutsidetheClassroomQualityBadgefromthe
CouncilofLearning(www.lotcqualitybadge.org.uk),CadburyWorldsEducationoffershavegone
fromstrengthtostrength.CadburyWorldiscommittedtotheeducationofyoungpeopleandhastailor
madepackagestosupporttheeducationneedsfromKeyStage1throughtoKeyStage5andbeyond.
Educatorscanbringtheirstudentsforastandardvisitaroundtheexhibitioncomplimentingthiswith
downloadableworkbooks,orcanattendoneofaseriesoftalksfromAztecstoVictoriansaimedata
PrimarylevelaudiencethroughtotalkssupportingvariousGCSEsubjectsnationalcurriculum.
Indeed,educationtalkshaveprovedsosuccessfuloverrecentyearsthatasecondpurposebuilt
educationroomwasopeninginJanuary2009toaccommodategrowingdemand.
Awards

MarketingCadburyWorldOvertheyears,CadburyWorldhaswonanumberofindustryrecognised
awardsfromitsoffers,itsservices,throughtoitsmarketingandadvertisingcampaigns.Recentawards
andnominationsinclude:2008(Finalist&HighlyCommended)AccessforAllCategory,Excellence
inTourismAwards2008(BronzeWinner)GordonRadioCampaign,createdbyBIG,CreamAwards
2008(Winner)YouCantEattheExhibitsinaZooprintcampaign,createdbyBig,RosesAward
2008(RunnerUp)RecognitionofDisabilityFacilities,GroupTravelAwards2007(Finalist)Group
LeisureAwards
MarketingCadburyWorld
Intheearly1960s,ProfessorNeilBordenatHarvardBusinessSchoolidentifiedanumberofcompany
performanceactionsthatcaninfluencetheconsumerdecisiontopurchasegoodsorservices.Borden
suggestedthatallthoseactionsofthecompanyrepresentedaMarketingMix.ProfessorE.Jerome
McCarthy,alsoattheHarvardBusinessSchoolintheearly1960s,suggestedthattheMarketingMix
contained4elements:product,price,placeandpromotion,(Wikipedia).The4psaregoodplaceto
startwhenlookingatanymarketingstrategyanditseffectiveness.Overtime,themainconceptofthe
4pshasdevelopedtobecomethe7ps(withtheinclusionofProcess,PhysicalEvidence,and
People).Astechniquesandtechnologydevelops,eventhese7pshavebeendeemedtoo
restrictiveintermsofmarketinganalysisandnowsomecommentatorshaveevenpointtoarecently
devisedWeb4.2(thenew4Ps)includingPersonalisation,Participation,PeertoPeer,and
PredictiveModelling.WhilstnotgivingacomprehensiveoverviewintoCadburyWorldsmarketing
strategy,broadlyinlinewiththerelevantPsofthemarketingmix,thebelowgivesaninsightinto
thewayCadburyWorldgoesabouttalkingtovisitors,potentialvisitorsandgeneratingawarenessfor
itsproductsandservices.
Product
Asaleadingtouristattraction,CadburyWorldoperatesinaserviceindustryandisalmostuniquein
beingownedbyamajormanufacturer.TheproductthatCadburyWorlddeliversisamemorable,
excitingandgreatdayout;whereasforthemainCadburybusiness,theproductdeliveredischocolate,
candy,gumbrandsanddrinkingchocolateproducts.TheactualproductCadburyWorlddelivershas
beenbuiltupovernearly20years.Asdiscussedinprevioussections,ithaschanged,developedand
evolvedovertime.WhilstbeingintrinsicallylinkedtothemainCadburybusiness;CadburyWorldasa
profitmakingbusinessunitwouldnotsurviveifitwasntforthedesiretoofferaqualitydayout.
Pricing
Intheconfectionerymarket,thepriceoftheproducts,andtheamountofplanningpriortopurchaseare
bothrelativelysmall.Intheleisureindustrygenerally,andspecificallyforavisittoCadburyWorld,
thecommitmente.g.admissionprice,travelcostsandtimetoplanthevisitaresignificant.Cadbury
Worldoffersvariouspricingstructurestomeettheexpectationsofdifferentvisitorsandchanging
economicsituations.Forinstance,inthethirdquarterof2008,thepricingstructurefor2009had
alreadybeenagreedandprintedonmarketingliteratureforuseduringthefollowingyear.Current2009
CadburyWorldpricingissplitintopeak(classedasschoolholidays)forGroupparties(specialGroup
packagesareofferedincludingaMemoryLaneTour,Choc&Cruise,Choc&Steam,andmealdeals
designedtomeetthedifferentneedsofdifferentGroups)andoffpeakprices.Aspecialratefor
educationalvisits(nontalk)andeducationalvisits(withtalk/studyday).Thestandardadultticket
costs13.45,childticketis10.10,withaconcessionaryrateofferedtoseniorsandstudentsat10.30.
Bothfamilyticketsandannualpassportsarealsoavailable.12Inaneedtorespondtothereductionin
VATatthestartofDecember2008,notonlydidallthepricesofferedintheretailoutletschangebut
theproposedadmissionpricesfor2009werereducedeventhoughonthemarketingliteraturetheyre
higher.Consequently,apotentialvisitorlookingata2009CadburyWorldleafletwillseeaslightly
differentpricethantheonetheywillultimatelypayupontheirarrival.
Promotion
PromotionofCadburyWorldtovarioustargetaudiencestobuildvisitornumbersisprovingtobea
vitalpartofthemanagementfunctionandencompasseseverymethodforgeneratingawarenessofthe
CadburyWorldoffer.Inthepast,andasalludedtoinprevioussections,CadburyWorldhasbeenseen

ashavingabiastowardsacertainagedemographic.Indeed,itwasconcludedthroughresearch,thatthe
potentialvisitormaynotbefullyawareofwhatCadburyWorldisorwhatitspositionisintheleisure
market.Somemembersofthepublicthoughtitwasathemepark,whilstothersthoughtitwasa
museum,andothersstillbeingconfusedaboutwhatagegroupitappealedto.CadburyWorlds
marketingcampaignfrom20052007OneelementofCadburyWorldspricingstrategygrowingin
importanceandrequiringconstantreviewandmonitoringisthatofitsdiscountstrategy.Cadbury
Worldworkswithanumberofthirdpartypromotersandbusinessesinordertoofferadiscountonthe
entryprice.Thisstrategyhelpstoincreasevisitorfootfall,whilstusingthethirdpartysdatabasesand
ownmarketingbudgettopromoteCadburyWorldanditsproducts.Otherconsiderationsin
determiningthepricingstrategywouldbetheparticipationcostsforcompetingleisureactivities(other
attractions,cinemasetc.)aswellasthepriceRecommendedSellingPrice(RSP)formerchandiseand
confectionery.CadburyWorldsmarketingcampaignfrom2003200513EightofthefourteenZone
IconsIn2008,workingwithBigCommunications,itwasdeemedthatinordertoexecuteasuccessful
campaign,CadburyWorldshouldstartbytalkingtotheconsumerataverybasiclevelintermsofwhat
CadburyWorldisandwhatthereistooffer.Launchedin2008,allCadburyWorldmarketingmaterial
nowleadswiththevisuallycompellingandemotionallychargedWhereChocolateComestoLife,
withanadditionaltaglinetotellthevisitorthatthereisquitealotonoffer:FourteenAmazingZones,
OneFantasticDayOut.Tosupportandreinforcethismessagefurther,eachZonehashaditsown
instantlyidentifiableIcondesignedwhichisusedtosignposttheseparateareaswithintheexhibition
onpromotionalcommunications.14The2009marketingcampaignincludesapresenceonregional
radiostationsneartoBirminghamandtheMidlands,48sheetand6sheetbillboardsandposterson
mainarterialrouteswithintheregion,variousfull,half,andquarterpageadvertsintargetedmagazines
andpublications,andapresenceonbrandedtaxisthroughoutthearea.Leafletssupportingthespecific
group,educationandgeneralvisitorexperiencehavealsobeenproducedandarefreelyavailableto
anybodyrequestingthemaswellasbeinginpaidfordistributionpoints.Otherpromotionalactivity
includingcompetitionstowinfamilytickets,submittingarticlesandwritingpressreleasesandother
valueaddingbutlowcostactivity.
Website/InformationTechnologyandthenew4Ps
CadburyWorldsnewwebsite(launched2009)isbuiltusingtheMOSSwebbuildersystem.This
allowscontenttobeupdatedeasilyandprovidessimpledataaroundnumberofvisitorstothesite,
whichpagesarethemostpopular,andwhatdownloadsareaccessedthemost.Thewebsiteallowsthe
visitortoselectthecontenttheywishtoview,iseasytonavigateandgivesthevisitortheopportunity
toactivelyparticipateinthewebsitecontentbyuploadingtheirpicturesandstoriesoftheCadbury
WorldexperienceandalsolinktopeertopeersitesincludingFacebookandBebo.
Place
UsuallythefourthelementinthetraditionalmarketingmixisPlace.ThereisonlyoneCadburyWorld
intheUK,anditislocatedinBournvilleinBirminghamthespiritualheartoftheCadburybusiness.
ProcessesandPhysicalEvidence
Asdiscussedpreviously,processesandwaysofworkingarecontinuouslyreviewed(acrossall
departments)tomaintainaveryhighlevelofserviceandtoensurethesmoothrunningofallCadbury
Worldoperations.Thisisevidentinthenumberofreturningvisitors,customerfeedbackanda
consistentlyhighscoreinthemysteryshoppersurveys.15AtruedemonstrationofthequalityCadbury
Worldoffersisinitsstaffallofwhomarepassionateaboutworkingforsuchauniqueleisureattraction
andaspartofthewiderCadburybusiness.Whenfirstopened,CadburyWorldhadastaffinglevelof
100fulltimeemployees,ofwhom65wereexhibitionstaff,andtheremainderbackofhouse,catering,
retailandadministration.Astimepassedandbusinesspatternswereestablished,staffinglevelswere
trimmedtoincludeparttimeandseasonallabour,whichcouldbemoreflexibletofittheflowof
visitors.Later,therestaurantoperationandmanagementwascontractedouttoaspecialisedcatering
company.
HumanResources&Staffing
OneofthebenefitsofbeingpartofCadburyplcisthatstaffhaveaccesstoprofessionallydeveloped
andledtrainingcourseswhichmightotherwiseprovecostprohibitivetootherleisureattractions.Other
advantagesincludetheavailabilityofopportunitiestomovebetweenbusinessunitsaswellparticipate
inpensionandsharesaveschemes.

Conclusion
On14August2010,CadburyWorldwillbecelebratingits20thanniversary.Overthose20yearsmuch
haschangedinthetermsofhowitoperates,functions,theproductsandservicesoffered,andthetypes
ofexhibits,setsandattractionsthevisitorcansee.Manyofthesechangeshavebeenanatural
evolutionastimehasprogressedandthedemandsandneedsofthevisitorhavechanged.Other
changeshavebeenaresponsetoeconomicorculturalpressuresorinordertoadapttothenewand
portableusesoftechnologicaladvances.Withaleisureproductthatisuniquelyplacedinthe
marketplaceandwithaparentcompanywhoseveryethosistocreatemoremomentsofpleasure,
CadburyWorldwillcontinuetomeetthechallengesoftheeconomicenvironmentandneedsofits
visitorwiththesamecommitmentandpassionithasdemonstratedsince1990.