Cadbury’s Flow, November 2009

Assignment from World Economic and Strategic Thinkers

Task : Pick up a well-established multinational company and write an analysis on some company internal aspects that makes them the successful companies they are now

Love, Cadbury

What name pops up in people’s mind when they heard the word ‘confectioneries’? Few don’t come up with Cadbury. It is that famous. First set in motion almost two hundred years ago, it has now grown into a linkage of factories as well as partnerships, spread worldwide and still expanding with new innovations.

So what kind of history does Cadbury have, as they manage to be one of the best in confectionary brand? What kind of advertising technique they implemented, so that their name is well remembered, even becoming the most associated one ever? What kind of vision as well as value they hold? This essay will provide you with an in-depth analysis on those three components.

The beginning of the number one confectionary company was a simple grocer shop in the Bull Street, a part of Birmingham, UK, and the goods include cocoa and drinking chocolate. The business grew, and John Cadbury, the pioneer behind it, moved into manufacturing more of cocoa product. After he fell into illness, his sons (Richard and George) took away the business and bought a revolutionary cocoa press from Dutch manufacturer, Van Houten[1]. Thus they began the production in a green area they bought, and named ‘Bournville’. Factory in a garden.

They launched their first milk chocolate on 1905. On with a new product, Milk Tray, which is a box of chocolate for daily eating. Then the company merged with  J.S. Fry & Sons Limited[2] in order for both companies to compete against Rowntree[3]. And they expanded their business overseas, opening factory first in Hobart, Tasmania, followed by New Zealand afterwards. The Second World War started, and Cadbury products were spread to many countries along with military troops, though the making of chocolate and cocoa went under government control.

But then the war ended and they began moving into TV advertisement. Cadbury merged with Schweppes[4] in order to give better value to the customer, boost its foods arm and gain the resources to enter international markets. On 2003 Cadbury becomes the world’s No 1 confectionery company after buying up various chewing gum brands, such as Trident and Stride. But on 2008 Cadbury and Schweppes demerged, splitting its confectionery and drinks business.

Cadbury has a unique advertising technique. Instead of entirely focusing on the product, they go trough various indirect association, touching costumer from the other way around, exceeds any other usual advertising technique. They adapt with the environment and culture of their destination area, to have an easily accepted marketing, suitable for specific conditions. Add creativity to boot. Take a look at India with its Cadbury mobile campaign:

The interactive campaign for “Pappu Pass Ho Gaya” which means “Pappu[5] has passed in his exams” bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for ‘Best use of internet and new media’. The idea involved a tie-up with Reliance India Mobile service.

It allowed students to check their exam results using this mobile service. If the student passed, he got a short message congratulating him saying “Pappu pass ho gaya” along with the exam result and hence encouraged him to celebrate the moment with a Cadbury Dairy Milk.[6]

These are the TV ad example, their newest, infamous Gorilla and Eyebrow commercials. While Gorilla features a gorilla playing drums to the beat of ‘In The Air Tonight’, Eyebrow features two kids having their eyebrows danced to the tune “Don’t Stop The Rock” by the group Freestyle, shot from many camera angles. Both messaged Cadbury’s strap-line : “A glass and half full of joy” despite the lack of vivid association between both ads’ theme and chocolate. However those ads was seen by millions and millions trough video streaming online, and the sale of Cadbury’s Dairy Milk indeed increased.

Those were only a few of Cadbury’s marketing strategy. And below follows the marketing code of Cadbury:

We are proud of our brands. They provide fun and enjoyment as treats or refreshment, and are valued for their functional balanced diet and lifestyle. We provide choice by offering variety and through innovation. We encourage responsible consumption, as this is central to consumers continuing to enjoy our brands.[7] benefits. They can be enjoyed as part of a

Cadbury has an infamous vision, using simple language and little words. Creating brands people love. The are always a company people engage with, and they engages with people, open with their business, proved by the huge streaming of internet information about their company from their history until their yearly review. Free to be explored by their costumers. They also hold a strong value in achieving their goal to be the biggest confectionary company in the world. These are the systematical rundown of their value.

We are passionate about winning. We compete in a tough but fair way. We are ambitious, hardworking and make the most of our abilities. We are prepared to take risks and act with speed.

Quality. We put quality and safety at the heart of all of our activities – our products, our people, our partnerships and our performance.

Respect. We genuinely care for our business and our colleagues. We listen, understand and respond. We are open, friendly and welcoming. We embrace new ideas and diverse customs and cultures.

Integrity. We always strive to do the right thing. Honesty, openness and being straightforward characterize the way we do business. We have clear principles and do what we say we will do.

Responsibility. We take accountability for our social, economic and environmental impact. In this way we aim to make our business, our partners and our communities better for the future. Our Business Principles are our code of conduct and also take account of global and local cultural and legal standards. They confirm our commitment to the highest standards of ethics and business conduct.[8]

Cadbury has gone trough years and years holding such value as well as implementing their way of advertising. Success doesn’t come in a night. Being a number one confectionery company in the world doesn’t come in a night. But being loved by its costumer is their main road to achieve their organizational goal. It would be nice if companies around the world took an example from Cadbury’s managerial conduct. Viewing costumer not as some random faceless person to squeeze revenue from, but individuals to work with, adding fun to the process.

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[1] C.J. Van Houten invented cocoa manufacturing machine and then established his own cocoa brand, Van Houten at 1828. (http://www.vanhoutendrinks.com/en/8)

[2] J. S. Fry & Sons, Ltd. was a British chocolate company owned by Joseph Storrs Fry and his family. This business moved through several names and hands before ending up as J. S. Fry & Sons. By 1919 the company merged with Cadbury’s chocolate and the joint company named British Cocoa and Chocolate Company. After 1981 the name Fry’s was no longer in use, but the factory is still a major producer of Cadbury’s products. (http://en.wikipedia.org/wiki/J._S._Fry_&_Sons)

[3] Rowntree’s was a confectionery business based in York, England. It is now a historic brand currently owned by Nestlé that is used to market a range of fruit gums and pastilles formerly owned by that business. (http://en.wikipedia.org/wiki/Rowntree%27s)

[4] Schweppes is a beverage brand that is sold around the world. It includes a variety of carbonated water and ginger ales. Begun when Johann Jacob Schweppe (1740-1821) founded the Schweppes Company in Geneva in 1783 (http://en.wikipedia.org/wiki/Schweppes)

[5] Pappu is a common nickname used for children in India

[6] http://gawdlevelmarketing.blogspot.com/2007/10/cadbury-dairy-milk-intiates-fantastic.html

[7] http://www.cadbury.com/ourresponsibilities/consumer/ourmarketingcode/Pages/ourmarketingcode.aspx

[8] www.cadbury.com

Philippines Killing, December 2009

Assignment from Introduction to Politics class, November 2009

Theme                       : Write a long paper about one political issue from articles posted in an English media!

Source of Article : GMANews.TV, titled “Worst loss of life in one day ‘in the history of journalism’” by Howie Severino and Jam Sisante

Ok, so this paper is LONG as the theme stated above. Like, 10 pages or so. So I shall upload my review and put the link here, ok?

A Good Look at Maguindanao Massacre

This is about the political competition in Philippines last November that resulted in a horrible killing spree.

Theocracy and North Korea, October 2009

Assignment from Introduction to Politics class, October 2009

Theme : Choose a form of governmental system and explain an example of that!

Theocracy

(the belief in government by divine guidance)

North Korea. Right now led by Kim Jong-il, the late son of Kim Il-sung. The official name is said to be Democratic People’s Republic of Korea (DPRK), though the practice of theocracy is overt and has lasted for a long time, even until now. The North Korean government possess approximately 450.000 ‘Revolutionary Research Center’ where the attendees are taught a certain doctrine about how Kim Jong-Il owns a supreme supernatural power, and had a miraculous birth atop a legendary Korean mountain, while the said leader was actually born in the former Soviet Union.

The practice of theocracy covers many field in North Korea’s governance. A journalist who went to North Korea on 1979 stated that he saw that nearly all music, art, and sculpture glorified “Great Leader” Kim Il-sung, whose personality cult was then being extended to his son, “Dear Leader” Kim Jong-il. The song ‘No Motherland Without You’, sung by the North Korean Army Choir, was created especially for Kim Jong-Il and is one of the most popular tunes in the country. His birthday is one of the most important public holidays in the country. On his 60th birthday (based on his official date of birth), mass celebrations occurred throughout the country. But Kim Il-sung is still officially referred as the nation’s “Eternal President”. Several landmarks in North Korea are named for Kim Il-sung, including Kim Il-sung University, Kim Il-sung Stadium, and Kim Il-sung Square. The excessive esteem to both leaders are said to be deifying by the defectors.

Yet Kim Jong-Il’s personality cult, although significant, is not as extensive as his father’s. In 2004, some of his official portraits were taken down from public buildings. One point of view states that Kim Jong Il’s cult of personality is solely out of respect for Kim Il-sung or out of fear of punishment for failure to pay homage. Media and government sources from outside of North Korea generally support this view, while North Korean government sources say that it is genuine hero worship.

The government also performs a tight control over media, both in and out of North Korea. They also use the information provider as one of the tools of indoctrination to the citizens. There is no private media, and those which are given permission to run are the ones that publish good words about the current leader. The media also upholds Kim Jong-Il’s personality cult, regularly reporting his daily activities.

Review for ‘Shame on You, ASEAN’ October 2009

Assignment from Introduction to Politics class, October 2009

Theme                      : Write a review on articles posted in English papers about political problems!

Source of Article : The Jakarta Post, august 13th 2009, titled Shame on You, ASEAN

Myanmar, formerly known as Burma. Ruled by military government since a coup on 1988, taking many lives on the process. The reason of the name changing was to make non-Burma ethnical feel as a part of the country, though some don’t acknowledge it for they refuse to acknowledge junta’s military government. The government itself isn’t very much favored by its people as well as international community, because human rights violation and democracy restriction colors most of the governance system.  Forced labor, human trafficking, sexual violence up to no freedom of speech is already part of the country. The situation is worsened by economic issues and high corruption among low to high ranks. Burma, which is once known as the rice bowl of Asia half a decade ago has turned into an area with high rate of starvation and poverty.

The condition lasted until now. With tight restriction of movement from the icon of democracy, Aung San Suu Kyi, and another additional eighteen months detainment for letting a foreigner stay at her settlement, hope for a democratic wave in the 2010 election is dimmed once again. However, according to U Win Tin, a National League for Democracy member via The Washington Post, the upcoming election itself is a sham. Because a few days after Cyclone Nargis hit Burma, the regime used a farcical process to claim that ‘93% of voters chose to adopt a constitution that permanently enshrines military rule and prevents those with undefined “foreign ties” from holding public office ‘. The claim itself indirectly affects Suu Kyi, barring herself from public office.

Yet, part of the main questions derived from the article are these: Why doesn’t Myanmar budge to the persuasion of ASEAN? And from ASEAN itself, why do they fail to persuade their member, even after all this time? Is soft power really useless on concerning this problem?

Let us take the first question first. Junta is obstinate, to be rough. They have no wish to change the hand of the power holder. They have their strategy, and they had established it well enough to frustrate international community. The high level of corruption makes them clutch their authority status even tighter, for if democracy ever made a way to seep trough the nation, there might be a chance of covers being blown and criminality being cleaned. Bad news for them corruptors. They also take their moves carefully, choosing to bar political prisoners instead of assassinating them. With no head figures to move masses, status quo is easier to acquire. If Myanmar ever lost their democracy icon, Suu Kyi, people’s anger would be uncontrollable. They might even take extreme moves, trough violence, best surmised, to push their will forward. Bad news for them military heads. The regime locked themselves inside their country, governing the people with an as-they-wish method. Almost untouchable from the outside, obstinate indeed.

About ASEAN’s role, the organization has tried to solve Myanmar’s issue with a constructive engagement method, which is basically attempting to conduct change without getting harsh to the junta ruler. ASEAN also had a principle of not involving themselves with the national issues Myanmar has. Furthermore, Myanmar still has privileges and is still involved in many occasions that ASEAN held.

It is obvious that the soft treatment caused Myanmar to be less considerate for warnings. Nevertheless, they are truly mere warnings. Until now there has been no stern action taken by ASEAN to push the matter seriously. The United States, as well as many other countries has imposed sanctions on Burma, to remind the junta that they cannot ignore the aspirations of international community to seek for a solution of their severe problem. The sanction will be uplifted only when the regime agrees to peacefully take steps to form a truly democratic country.

What have ASEAN done? The humanity crisis in Myanmar has sent its people sheltering on another countries. Many political figures were arrested without a good judicial procedure. There is an information printed on Kompas, that the ASEAN parliament caucus will try to persuade UN’s Security Council to pin Myanmar’s issue in one of their yearly convention agenda, with a bonding result. But the decision will be hard to make if there are still ASEAN members who decides that Myanmar’s trouble is its own trouble, not an international affair.

Myanmar is problematic from the eye of international viewers, as well as the opposing party of the nation. And looking at the status quo maintained by junta regime, it is doubtable that they (junta) actually admit that their nation is in danger. Furthermore, judging at how they responded to the words of international community, their critics are useless, with no vivid result. As for dialogs, so many had been done. It might be still taking time to absorb, or it is actually also as ineffective as critics. To continue using soft power maybe means to continue waiting for some deus ex machina to appear. There is still room for alternative choices.

One of them is sanctions. Economics sanction. Many have been implemented, despite some disagreements, saying that those sanction hurt the people more than the government. Moreover, there’s also an issue of India and China supporting Myanmar’s government trough military aid, cooperating in oil and gas exploration, information technology, hydro power and construction of ports and buildings. Making the government doesn’t suffer all that much.

What about the people of Myanmar itself? It is difficult to move and spring opinions freely while the government is the one holding fire, and the streams of poverty makes education- for a better perspective-a hard decision to follow. But they are definitely working towards their democracy, ‘fighting for what are theirs’, as a member of Democratic Voice of Burma says. Many members of the opposing party are active in media, speaking to international community to raise awareness and support. They do need heads to turn to them.

The conclusion is, there is no country that can stand on its own, without getting involved with international matters. Myanmar cannot be left to resolve their problem on their own. Take the problem to the international level and ask for committed participation between countries to support a clear decision with gradual steps to restore peace and freedom. The coup was on 1988. Myanmar has been ruled by the regime’s awful method for more than twenty years. Though nothing lasts forever, not excluding totalitarian regime as history has proved, it is better to end the suffering as soon as possible.

For the Sake of-

Uh, call it ‘responsibility.’

I’ve done 3 semesters in my International Relations faculty, Indonesia, and I’ve been struck by this urge heavily colored with something you call ‘responsibility’ to post all the essays and assignments worthy to post for public scrutiny. I still can’t pull off a Bantarto Bandoro or such, but my biggest hope is that you guys who stumbled upon here can find the slightest use of my writings.

Now, let’s just make it short with some catchy square pointers:

• As terrible as it is, my writings are MINE. And, yes, lawfully mine. Quote or copy-paste or anything but put a little appreciation for my effort, state where did you get those from, and do not claim that they are yours.
• Comment as freely as you can. Suggestions and critics are appreciated. I don’t mind emotions wither fiery typed or calmly implied, just do it responsibly. Use the best of your mind not to make yourself sound stupid.

That’s it.

By the way it’s called Fragments of Litanies because I’m fully aware of the condition on where my writings were born. And for the sake of poetry. Ha, like I know anything about poetry.

Enjoy, nevertheless.