CASE STUDY
Baking Sweet and Pure Success of Cadbury: The Glass and a Half Company
UPSHOT
The Story of Rome: From Ancient Empire to Eternal City
Transforming Education through Innovation and Inclusivity
MARKETING COORDINATOR (APAC)
Suchita P.
PR & MARKETING COORDINATOR
James H.
BUSINESS DEVELOPMENT EXECUTIVE
Utkarsha P.
CREATIVE CONTENT EDITOR
Utkarsh D.
CREATIVE DESIGN HEAD
Sankalp K.
Shweta K. GRAPHIC DESIGNER
SOCIAL MEDIA MANAGER
Narendra S.
DIGITAL CIRCULATION MANAGER
Amanda V.
Educationisthecornerstoneofprogress,shapingthefutureofindividualsandnationsalike.Yet, barrierssuchassocioeconomicinequalityandgeographiclimitationsoftenhinderaccessto qualityeducation.RustomKerawalla,FounderChairmanoftheAmpersandGroupand VIBGYORGroupofSchools,isonamissiontobreakthesebarriersandrevolutionizeeducation inIndia.
Rustom’sjourneyineducationbeganin2004whenhefoundedthefirstVIBGYORschoolin Goregaon,Mumbai,aimingtoofferaholisticlearningexperience.Today,VIBGYORhasgrown intoanetworkof39schoolsacross15cities,providingahigh-quality,well-roundededucationto over55,000students.Hisvisiontocombineacademics,arts,andathleticshassetnewbenchmarks intheIndianK-12educationsystem.
Furtherexpandinghisimpact,RustomfoundedtheAmpersandGrouptobridgethegapbetween educationandskilldevelopment.Ampersandiscommittedtoprovidingacontinuumof educationalservices,fromearlychildhoodeducationtoworkforcereadinessprograms,ensuring thatyoungIndianshavethetoolstheyneedtosucceedinanincreasinglycompetitiveworld.
Rustom’sleadershiphasnotonlytransformedprivateeducationbuthasalsoledAmpersandto becomeatrustedpartneroftheIndiangovernmentinmanagingpublic-privateeducationandskill trainingprojects.Hisdedicationtocreatingequalopportunities,regardlessofsocioeconomicor geographicchallenges,makesRustomKerawallaavisionaryleaderineducationandatrue businessleadertowatchin2024.
Aswelookahead,Rustom’sunwaveringcommitmenttoinclusivityandinnovationcontinuesto drivemeaningfulchangeineducation,shapingabrighterfutureforIndia’snextgeneration.
Utkarsh D.
RustomKerawalla,FounderChairmanofAmpersand GroupandVIBGYORGroupofSchools,isavisionaryleader revolutionizingtheIndianeducationlandscape.His entrepreneurialjourney,whichbeganwiththeestablishment ofthefirstVIBGYORschoolin2004,reflectshisunwavering commitmenttoprovidinghigh-qualityeducationtostudents acrossIndia.Today,VIBGYORservesover55,000studentsin 39schoolsacross15cities,creatingabenchmarkforholistic educationthatintegratesacademics,arts,andathletics.
Rustom’sleadershipextendsfarbeyondK-12education.With thefoundingoftheAmpersandGroup,hehasspearheaded initiativesthatfocusonskilldevelopmentandlivelihood opportunities,ensuringthatyoungIndianscanthriveina competitiveglobalenvironment.Ampersandisdedicatedto bridgingthegapbetweeneducationandemployability, offeringservicesthatcoverearlychildhoodeducationto workforcereadinessprograms.Hisvisionofequalopportunity acrosssocio-economicandgeographicdividesmakeshima transformativefigureinIndia’seducationalreform.
UnderRustom’sguidance,AmpersandGrouphasalsobecome atrustedpartnerfortheIndiangovernment,managingpublicprivateprojects,skilltrainingprograms,andearlyeducation initiatives.Hisinclusiveandforward-thinkingleadership continuestodrivesocialimpact,positioninghimasoneofthe mostinfluentialbusinessleaderstowatchin2024.
RustomKerawalla’sapproachtobreakingeducationalbarriers andempoweringfuturegenerationshassetnewstandardsfor progress,makinghimaleadertoadmireandfollow.
Rustom
Kerawalla
18
The Story of Rome: From Ancient Empire to Eternal City THE POWER OF PROMOTIONAL CUSTOM PRODUCTS IN BRANDING
30 Baking Sweet and Pure Success of Cadbury: The Glass and a Half Company
38
Department Store- Why Are They Still Relevant in the E-commerce World
RUSTOM
KERAWALLA
Transforming Education through Innovation and Inclusivity
Founder Chairman
Educationisoneofthepillarsfundamentaltobuildingnations andshapinggenerations.Yet,historically,factorssuchas socioeconomicstatus,geographiclocation,race,andgender havelimitedpeoplefromaccessingqualityeducation.
RustomKerawalla,oneofthetoppioneeringIndian entrepreneurs,recognizeshowbreakingtheseeducational barriersiscriticaltounlockingprogressandgrowth opportunities—especiallyinIndiaduetoitslargedemographic withgeographicandsocio-economicdiversity TheAmpersand Groupisfoundedonthisverypremise,onhisvisionofmaking qualityeducationaccessibleintoareality
TheLeadershipJourney
Rustom’sprofessionaljourneybeganin2004when hefoundedthefirstVIBGYORschoolinGoregaon, Mumbai,withaholisticapproachtolearning, combiningarts,athletics,andacademicsinorderto enabletheoveralldevelopmentofstudents.With 55000studentsin39schoolsacross15citiesin7 states,VIBGYORGroupofSchoolsistodaya leaderintheIndianK12educationlandscape.
Further,recognisingthatbotheducationandskill developmentplayavitalroleinensuringthe capabilityandemployabilityoffuturegenerations, RustomfoundedtheAmpersandGroupthatoffers notjustK12,orpre-primaryeducationalservices butalsoskilldevelopmentandlivelihood opportunities.AmpersandGroupisuniqueinthatit iscommittedtoenablingEqualityofOpportunity foryoungIndiansateverystepoftheEducation-ToWorkjourney.TheAmpersandGroupoffersthese servicestoitsB2C,B2B,andB2Gstakeholders.
Today,theAmpersandGroupmanagesnotjusta widenetworkof39K12schoolsunderVIBGYOR GroupofSchools,butalsoworksonamultitudeof educationandskilltrainingprojectsasatrustedPPP partnerofthegovernment.
AmpersandmanagestheoperationsofCreches, Balwadis,andAnganwadisunderEarlyChildhood Education.Additionally,AmpersandGroupisalso animportantTechnologyandConsultingPartnerfor thegovernment’sskilltrainingprogramsacross India.
TheEd-TechRevolution
Ashisedupreneurialjourneycontinued,Rustom recognizedthatthefutureofeducationliesin integratingtechnologytoenhancelearning outcomes.Technology,hebelieves,ispivotalin deliveringbetteroutcomesinacountrylikeIndia, whichboastsalargeknowledgebaseandtalent pool,albeitwithgeographicandsocio-economic divides.
Theworldhaschangedrapidlyinrecentyears, includingIndia.Rustomrecognizesthecrucialrole ofeducationinshapingIndia'sfutureandbelieves thattechnologywillcontinuetobeapowerfultool toensureeverychildhasaccesstoeducational opportunities,regardlessoftheirbackground.
Rustom’s vision is inclusive, strategically positioned to surmount socio-economic or gender or geographic divides “ “ “ “
AVisionaryforIndia'sEducationalFuture
Formodernleaders,anticipatingfuturetrends andactivelylisteningtotheneedsof stakeholdersiskey.Byunderstandingtheeverchangingdemandsofthemarketandthe aspirationsofthenextgeneration,leaderscan positiontheirorganizationsforlong-term success.
Rustom'svisionforIndia'seducationalfutureisinspiring. Throughhisleadershipandinnovativeapproach,heis helpingtocreateamoreequitableandinclusivesociety whereeveryindividualhastheopportunitytoreachtheir fullpotential.Hispassionateadvocacyforthecauseof humandevelopmentrestsonthefoundationofcreating equalaccesstoeducation,skilldevelopment,and livelihoodopportunitiesforall.
Holistically Global Approach
VIBGYOR takes a holistic approach to education, combining academic excellence with technology-driven teaching methods, a strong Sports & Performing Arts (SPA) curriculum, and a focus on students’ overall development. This wellrounded approach resonates with students and parents, helping identify and nurture each child's unique talents.
In keeping with global best practices, VIBGYOR prepares students with essential 21st-century skills, emphasizing the 5Cs –Communication, Critical Thinking, Collaboration, Creativity, and Citizenship. This is achieved through a comprehensive approach that blends STEM education, project-based learning, soft skills development, career counseling, and fostering an entrepreneurial mindset. The schools also prioritize inclusivity, diversity, environmental awareness, and community service, which are key for success in today’s global workforce.
To promote cross-cultural learning, VIBGYOR hosts annual inter-school events like VIBGYOR VIVA, VIBGYOR-MUN, and Student Exchange programs, keeping students engaged with global affairs. The VIBGYOR Career Counselling Cell (VC3) offers personalized sessions for grades VIII–XII—empowering students to make informed career choices in the global education landscape.
Website: Industry: Company size: Headquarters: Type: Founded:
Specialities:
www.ampersandgroup.in/
Education Administration Programs
10,001+ employees
Mumbai, Maharashtra Privately Held 2004 School Management Services, Education & Skilling, EdTech, E-Commerce, and Advisory & Consulting
ome
From Ancient Empire to Eternal City
Rome is often referred to as the “Eternal City,” and for good reason. With over 2,700 years of history, it stands as a living testament to human ingenuity, endurance, and the passage of time. The blend of ancient ruins, Renaissance art, and bustling modern life creates a city like no other—a place where every corner tells a story. But beyond the ruins and the relics, Rome offers a unique experience that seamlessly blends history with the vibrant pulse of a contemporary metropolis.
Did you know that by the early fourth century, the Romans had constructed a road network spanning an impressive 53,000 miles? Each Roman mile was about 4,800 feet and marked by a milestone, a simple innovation that gave rise to the age-old saying, “All roads lead to Rome.” These roads not only connected a sprawling empire but also laid the foundation for modern infrastructure as we know it today. They carried legions, traders, and ideas, weaving together the cultural and political heart of an empire that still captivates our imaginations.
StepBackintime
NotriptoRomeiscompletewithoutvisitingthe Colosseum,astunningsymbolofancientRoman engineering.Oncehosting50,000spectatorsfor gladiatorbattlesandpublicspectacles,itsarchesnow echothedistantroarsofthepast.Nearby,theforum offersaglimpseintothedailylifeofancienttimes, wherehistoricalfigureslikeJuliusCaesarwalked. Witnesstheruinsintheirgoldenglorybyvisiting duringthesofthoursofdawnordusk.
(DecembertoFebruary)isquieter,withfewertourists andfestiveholidaymarkets,thoughit’scolderandcan berainy.Fortheidealmixofgoodweatherandfewer crowds,aimforApriltoJuneorSeptemberto October.
What’smoretheretoexplore?
FindingthebesttimetovisitRome
ThebesttimetovisitRomeisduringspring(Marchto May)andfall(SeptembertoNovember),whenthe weatherismildandcrowdsaremanageable.Spring offersbloomingflowersandpleasanttemperatures, whilefallprovidesbeautifulautumnsceneryandfewer tourists.Summer(JunetoAugust)islivelywith festivalsbutcanbehotandcrowded.Winter
TheVaticanCityissmall,butit'sfullofwonders. MasterpiecesofMichelangeloandRaphaelwillbe availableintheVaticanMuseums,whilefrescoesof theceilingintheSistineChapelshouldbepaidgreat attentionto.Itissaidtobethebiggestchurchinthe world-oneshouldbeimpressedbyitsarchitecture; however,itsviewofthedomeisincrediblyrich.Apart fromtheVatican,there'smuchmoretoexplore.The quietandsecludedAventineHillprovidesapeaceful retreat,offeringauniqueviewofSt.Peter'sBasilica throughthefamedkeyholeoftheKnightsofMalta. HistoryenthusiastswillenjoyvisitingtheCatacombs ofSanCallistoforanauthenticexperience.
5 Must-Try Dishes that You Can't-Miss
Craving a taste of Italy? Rome offers a diverse culinary scene. Here are the top 5 best cuisines to try in here:
What is it?
Pasta with guanciale, egg yolks, pecorino, and black pepper.
Sweet buns lled with whipped cream, a traditional Roman breakfast. Artichokes, either braised (alla Romana) or fried (alla Giudia).
Salt cod fried in a light, crispy batter.
Oxtail stew with tomato, wine, pine nuts, raisins, and spices.
Why to try
A perfect blend of simple ingredients, a Roman pasta staple.
A unique, historic pastry found at places like Pasticceria Regoli.
A Roman classic, showing off the versatility of artichokes.
A delicious Roman appetizer, crispy and avorful.
One of Rome’s richest and most avorful stews.
These dishes represent the heart of traditional Roman cooking, offering a delicious blend of avors and textures that highlight the city’s culinary heritage.
Pasta Carbonara
Maritozzi
Carcio alla Romana & alla Giudia
Filetti di Baccalà Fritta
Coda alla Vaccinara
Dish
Travel Tips
BeforeexploringthebeautifulhistoryofRomeandgettingan adrenalinerushfromthefood,herearesometimesthatcanhelp youenjoytheplacemore:
Takeyourtimetoexplore:Awalkablecityfilledwithsights.Totrulyappreciateit,focusononeortwo neighborhoodseachday Thisapproachhelpsyouavoidfeelingrushedandallowsyoutosoakinthelocal atmosphereandhiddengems.
UtilizeEfficientPublicTransport:Thecityoffersareliablepublictransportationsystem,includingbuses, trams,andmetroservices.Usetheseoptionstocoverlargerdistancesquickly,makingiteasiertoreach variousattractionsthroughoutthecity.
WanderthroughWindingStreets:Someofthemostmemorableexperiencesherecomefromwanderingits narrow,windingstreets.Allowyourselftogetlost;youmightstumbleuponcharmingcafes,localshops, andbeautifulpiazzasthataren’tintheguidebooks.
WearComfortableShoes:Withcobblestonestreetsprevalentthroughoutthecity,comfortablefootwear isessential.Bepreparedforplentyofwalking,asyou’llwanttoexplorethecity’srichhistory,culinary delights,andleisurelypacewithoutdiscomfort.
Conclusion:
Ending the Eternal Story of Rome
Rome may be steeped in history, but it’s far from a city frozen in time. Today, it’s a bustling, modern metropolis, home to over 2.8 million people. Old and new blend can be seen combined together with full evidence in its cultural ambience, showing everything from cutting-edge fashion boutiques to modern art galleries. The metro, though not as large as those of other European capitals, unites ancient with modern districts, bringing comfort to residents and visitors who cope with the stretched plan of the city. As far as it is concerned, it's not a city; it's an experience. Whether tracing emperors' steps, indulging in its culinary delights, or simply enjoying the relaxed pace of life, it invites people to open up to its charm and history. Indeed, every road leads to discovery in the Eternal City.
CUSTOM PRODUCTS the power of
PRODUCTS IN BRANDING of promotional
Custompromotionalproductshavebecomeincreasinglypopularamongbusinesses aimingtoenhancetheirbrandrecognition.Thesepersonalizedproductsnotonlyserveas marketingtoolsbutalsoleavealastingimpressiononpotentialclients.Inthisblogpost, wewillexplorethesignificanceofusingcustomitemsforbrandingandhowtheycanbe leveragedtoamplifyyourbusinessinfluence.
10BenefitsofUsingCustomPromotionalProductsinBranding:
1.BuildingBrandIdentity
Establishingabrandidentityisessentialforanybusinessstrivingtodifferentiateitselfin amarket.Promotionalcustomproductsofferanopportunitytoreinforceyourbrand’s imageandvalues.Byincorporatingyourlogo,tagline,andcolorschemeonitemslike pens,keychains,orapparel,youcanboostyourbrand’svisibilityandmemorability.
2.UnforgettableMarketing
Conventionaladvertisingmethods,suchasbillboardsorTVads,oftenhavelimited reach.Theyarequicklyforgottenbyconsumers.Custompromotionalproductsprovidea connectionwithcustomersthatlastslonger Whenindividualsusetheseitemsregularly intheirlives,theyinadvertentlypromoteyourcompany,creatingamoresignificant impactthanfleetingadvertisements.
3.BuildingCustomerLoyalty
Customersvaluebusinessesthatgothemiletoexpressappreciationfortheirsupport. Offeringcustomitemsastokensofgratitudecanhelpnurturecustomerloyaltyand establishconnectionswithyourtargetaudience.Whenindividualsfeelappreciatedbya companythroughgestureslikegiveawaysorpersonalizedgifts,theyaremoreinclined torecallthatbusinesswhenmakingpurchasingdecisions.
4.VersatileAdvertising
Promotionalcustomproductsprovideanadvertisingplatformthat’sunmatchedbyother marketingmethods.Companiescanchoosefromarangeofproductsthatresonatewith theirtargetdemographics’preferencesandrequirements–rangingfromtechgadgetsto eco-friendlymerchandise–ensuringtheirmarketingendeavorsstayrelevantand impactful.
5.Cost-EffectiveMarketingStrategy
Forbusinessesoperatingwithinadvertisingbudgets, traditionalavenuessuchastelevisionorprintmediacan befinanciallytaxing.Utilizingcustomproductsoffersa cost-effectivemarketingstrategythatenablesbusinesses ofallsizestoattainsignificantvisibilitywithintheir intendedmarket.Theseitemshaveashelflifecompared tomarketingcampaigns,ensuringyourmessagelingers foranextendedperiodatnoextraexpense.
6.IncreasedBrandExposure
Enhancingbrandexposureisagoalofeffortsaimingto broadenthereachandappealofyourbrandamong consumers.Bygivingawaycustomitemsattradeshows, events,oronlinecontests,you’regettingyourbusiness directlyintothehandsofpotentialcustomers.Themore theseproductscirculate,themorelikelyitisthatpeople willgettoknowyourbrandandthinkofitwhenthey’re readytomakeapurchaseinthefuture.
7.SpreadingWordofMouthRecommendations
Whencustomersreceivecustomitems,theyoftenshare theirexperienceswithothers.Word-of-mouth recommendationsareatoolthatnotonlyincreasesbrand recognitionbutalsofosterstrustwithinacommunity.In today’sageofmediaandonlinefeedback,havinghappy customersendorseyourbusinesscangreatlyimpactits growthandsuccess.
8.ConsistentReinforcement
Marketingeffortstypicallyrequirereinforcementto remaineffective.Custompromotionalproductsserveas remindersofyourbrand’spresence,allowingcustomers tostayconnectedwithyourcompanyaftertheirinitial interactionorpurchase.Theseitemsconsistently reinforcemessagesandensurethatpotentialcustomers rememberyouwhenit’stimetomakeapurchasing decision.
9.SetYourBrandApart
Inacompetitivemarket,itcanbetoughforbusinesses tostandoutfromtheirrivals.Usingcustomitems presentsanopportunitytoshowcasethequalitiesofyour brandandleavealastingimpression.Byincorporating designs,engagingmessages,orspecialproduct offerings,youcanestablishabrandidentitythat distinguishesyoufromothers.
10.EngageandDelightCustomers
Engaginganddelightingcustomersiskeyintoday’s market,whereconsumersseekexperiencesand meaningfulconnectionswiththebrandstheyendorse. Custompromotionalproductsallowbusinessesto connectwiththeircustomersonapersonallevel. Offeringdiscountsorlimitededitionitemsthroughthese productscreatesasenseofexclusivitythatdelightsyour customerbase.
Summary
Leveraging custom promotional products offers advantages for businesses aiming to strengthen their branding efforts. By using these personalized items in marketing campaigns, companies can build brand identities, foster customer loyalty, and stimulate word-of-mouth promotion—all while working within budget constraints. Don’t hesitate—start utilizing custom products today and witness your brand reach heights.
The Glass and a Half Company
We all remember how much we loved chocolates as kids. Very few brands have an iconic history and lasting global impact as one of the world’s most beloved sweet companies. From humble beginnings to becoming a powerhouse in the global sweets market, this article will explore how Cadbury transformed into a chocolate giant. The story of innovation, ethical business practices, and adaptation to market changes demonstrates how Cadbury achieved lasting success.
Sweetand Pure
Beginning of Sweet Story: Vision and Mission
Astheslogangoes,Cadburyhasalwaysbeenconcernedwithusingmilkproductsintheirchocolate.FoundedbyJohn CadburyinBirmingham,England,in1824,thecompanystartedasasmallshopsellingtea,coffee,anddrinkingchocolate. AtitsheartlayhisQuakerbeliefs,focusingonsocialresponsibility,equity,andthecommongood.Heenvisionedthathis productswouldhaveabetterimpressiononsocietyasanalternativetoalcoholbecausehewouldestablishthatthesourceof manysocialevilsindeedwasalcohol.Hemaintainedavisionofofferinghigh-quality,ethicallysourcedtreats,aimingto contributetocommunitiesthroughresponsiblebusinesspractices.Thecompanyaimstospreadjoythroughchocolate, bringingpeopletogetherwhileensuringsustainabilityandethicalsourcing.
Growing as Brand: Innovation and Adoption
Cadbory'sboomasabrandisbasedon innovationanditsembraceofmarkettrends.
Thecompanystartedwiththemilkchocolate bar,nowknownasthestandardDairyMilk, introducedin1905.Thecompanyfurther diversifiedbyintroducingnewflavorlinesand itsproducts:CadburySilk,CadburyOreo,etc. Regardingadaptationthroughinnovationof products,Cadburyalsoinnovatedinmarketing procedurestostayrelevant.
Thebrandisstillengagingwithvastaudiences byadoptingdigitalplatforms,workingwith influencers,andinnovativecampaigns.This blendoftraditionandmodernityhasmadethe brandgrowandremainprosperous.Besidesthat, Cadburyemphasizedsustainability,showingthe abilitytoadapttotheincreasinglydemanding needsofethicalsourcing,suchastheCocoaLife program.Thefusionofinnovationand responsibilityhasmadeCadburyoneofthe leadersintheglobalsweetmarket.
Challenges and Expansion: Overcoming with Strength
It has had to endure World War II rationing and the intense competition that came later, but the endurance is what has formed the basis of success. During the Second World War, despite shortages of many ingredients, the quality of the brand endured, and the company earned strong loyalty amongst its customers. The kind of strategic move that gave it a better run for its money was when it merged with Schweppes and eventually got acquired by Kraft Foods.
That is the story of Cadbury, which, through its adaptation to the local market and innovation and sustainability, has overcome those stringent challenges and risen to be one of the biggest global confectionery houses. The strength of such success lies in the fact that it has evolved while remaining true to its core values.
Top Competitors of Cadbury
As a global leader in the confectionery market, Cadbury faces strong competition from several key players in the industry. Some of its top competitors include:
Brands Speciality
Mars Inc
Nestlé
Ferrero Group
Mondelez International
Lindt & Sprüngli
Hershey’s
Known for Snickers, M&M’s and Milky Way. One of the largest global confectionery companies.
Major player in the food and beverage industry. Known for chocolates like KitKat, Aero, and Smarties.
Famous products like Ferrero Rocher, Nutella, and Kinfer. Most Signicant competitor in the premium chocolate range
Owned by Cadbury, it also competes with other brands like Milka, Toblerone, and offers a wide range of products.
Known for premium chocolate, competes with Cadbury in high-end chocolate market.
Dominating the North American market, Hershey’s competes in global market share.
The company has employed various effective marketing strategies that have made it a household name globally. These strategies have played a key role in building brand loyalty, maintaining market dominance, and adapting to changing consumer behaviors. Below are some of the most notable marketing strategies:
Marketing Strategies that helped company grow its fortune
1. Emotional Branding:
Cadburyfocusesonjoy,happiness,andsharedexperiences,usingthemesoffamily andnostalgiainadsliketheiconic"glassandahalf"andtheDairyMilkGorillaad.
2. Iconic Campaigns:
MemorableadsliketheGorillaDrumadandIndia's"KuchMeethaHoJaaye"tied Cadburytocelebrationsandeverydaymoments.
3. Seasonal Marketing
Cadburyleveragesholidays,withproductslikeCremeEggsforEasterandspecial DiwaligiftpacksinIndia,drivingsalesduringfestiveperiods.
4. Personalization:
CustompackagingforholidayslikeValentine’sDayallowscustomerstopersonalize gifts,enhancingemotionalconnections.
5. Digital Marketing:
Cadburyengagesyoungeraudiencesthroughsocialmedia,influencerpartnerships, anduser-generatedcontent.
6. Brand Identity:
Consistentpurplepackagingandthe“glassandahalf”logomaintain strongbrandrecognition.
Business Strategies used by Cadbury
Over the years, the company has employed successful business strategies to grow its market presence, build a strong brand identity, and maintain its position as one of the world’s leading confectionery companies. Below are some of the key strategies that have contributed to its sustained success
1. Product Innovation:
ConstantlyintroducingnewflavorslikeDairy MilkOreoandCadburySilktostayrelevantand competitive.
2. Strong Branding:
Buildingemotionalconnectionsthrough consistentbrandinglikethepurplepackaging and“GlassandaHalf”slogan,fosteringloyalty.
3. Mergers & Acquisitions:
Strategicmoves,liketheSchweppesmergerand KraftFoodsacquisition,expandedproductrange andglobalmarketaccess.
4. Consumer-Centric Approach:
Usingmarketresearchtointroduceproductslike reduced-sugarvariantsandsmallerportionsto meetchangingconsumerpreferences.
5. Sustainability:
Focusingonreducingplasticuse,eco-friendly manufacturing,andlowcarbonfootprintthrough initiativeslikeCocoaLife.
These strategies, rooted in innovation, sustainability, and consumer engagement, have helped the company maintain its position as a market leader while adapting to an ever-changing global environment.
Concluding the Sweet Success
Thestoryofthisglobalbrandisoneofresilience,innovation, andadeepcommitmenttoethicalbusinesspractices.From humblebeginningsasasmallfamilybusinessinBirmingham toitscurrentstatusasoneoftheleadingcompaniesinthe world,thecompanymanagedtomaintainallegiancetoits corevalueswhilecontinuouslyadaptingtothechanging worldaroundit.Thediscussionwillhighlighthowthebrand addressesquality,innovation,andsocialresponsibilityinthis competitivemarketandhowitremainsrelevantasitmoves forward.
DEPARTMENT STORE
Why Are They Still Relevant in the E-commerce World?
Online shopping is the go-to mantra for people in today’s digital world, but this boon in technology has raised the question whether department stores are still relevant in today's time. Yet, these large stores have found a way to adapt and succeed despite the competition from online shopping. Imagine walking into a lively store that offers everything you need, from everyday household products to fashionable trendy clothes, all in one place. In this blog, we will learn more about the departmental store, its history, types, features, and challenges it faces in this digital age.
WhatisaDepartmentStore?
Adepartmentstoreisatypeofretailshopthatsellsa varietyofproducts,allorganizedintodifferentsections calleddepartments,witheachdepartmentfocusingona specifictypeofproduct.Itoffersawidevarietyofgoods andservicestoappealtomanytypesofshoppers.These storesbecamepopularinmajorcitiesduringthemid19thcenturyandchangedthewaypeopleshop,aswell ashowtheyviewserviceandluxury
IntheUS,itiscommonfordepartmentalstorestohave ‘everythingunderoneroof,’fromsmallitemstolarge typesoffurniture.Somewell-knowndepartmentalstores intheUSareWalmart,Target,andMacy’s.
Today,departmentalstoresofferallkindsofproducts, evenfoodandbooks.Indiscountdepartmentstores, customersusuallypayatthefrontofthestore,while moreupscalestoreshavesalescountersineach department.Somearepartoflargerretailchains,while othersoperateindependently.Sincethe1980s,these storeshavefacedtoughcompetitionfromdiscount retailersand,evenmoresosincethe2000s,fromonline shoppingsites.
HistoryofDepartmentalStores
Thehistoryofdepartmentstoresdatesbacktothemid-19th century.Oneoftheearliestexamplesofthesestoresis Bennett'sinDerby,whichshowcasedmanyofthefeatureswe associatewithdepartmentalstorestoday.Theterm "departmentalstore"itselfemergedinthemid-1880s, coincidingwithadvancementsinmasstransportation,suchas trolleys,whichmadeiteasierforcustomerstovisittheselarge retailspaces.
Duringthistime,thesestoresstartedtoadoptamoreorganized layout,offeringawidevarietyofgoodsunderoneroof.This conceptallowedshopperstofindeverythingtheyneededin oneplace,fromclothingtohouseholditems.Someofthewellknownstores,likeMarshallField'sinChicagoandJohn Wanamaker'sinPhiladelphia,competedforthetitleofthe mostprestigiousdepartmentalstoreinAmerica.
Overtheyears,thesestoresbecameculturallandmarks, especiallyinurbanareas.Apartfromshopping,thesestores alsoservedassocialhubswherepeoplegathered.Thedesign andatmosphereofthesestoreskeptgrowingtomeettheneeds oftheconsumers.
Characteristics and Features of Department Stores
A departmental store offers several features, some are listed below.
Modern departmental stores offer many services and aim to provide excellent service to consumers.
These stores are usually found in the center of a city, making it easy for many people to visit.
Because they are large, these stores are often set up as companies run by a board of directors. A managing director oversees everything, with help from a general manager and department heads.
Departmental stores buy products directly from manufacturers and have their own warehouses. This helps cut out unnecessary middlemen between the producers and customers.
A central purchasing department makes all buying decisions, while sales happen in different store sections.
Types and Examples of Department Stores
Departmental stores are convenient for consumers but they come in various types. Here are some of the main types.
Discount Stores
Theseareretailchainsthatsellproductsatlowerpricesthanregularstores.Theyofferawide varietyofitemsandprovidediscountsforbuyinginbulk.SomeexamplesareTargetandWalmart.
Off-Price Stores
Thesestoresareusuallyownedbyabrandoragroupofbrands.Here,customerscanfind discountedproductsbecausetheybuydirectlyfromthemanufacturer.Thesestoresoftensell itemsthatareoutofseasonoroverstocked.SomeexamplesareTJMaxx,Marshalls,Burlington, andRossDress.
Outlet Stores
Outletstoresaresmallershopsownedbyasinglebrand.Theyfocusonlyonthatbrand’s productsandusuallyhavealargerselectionofthoseitemsthanregularstores.Forexample,a NikeoutletwillhavemoreNikeproductsthanatypicalstorethatalsosellsNike.Customerscan oftenfindadditionaldiscountshere.AnotherexampleisanAdidasOutlet.
Junior Department Stores
Juniordepartmentalstoresaresmallerstoresthatsellhigh-priceditemsnotfoundinregular shops.Eachsectionofthestorerunsindependentlywithitsowncheckout,butthewholestoreis stillmanagedbyonecompany.ExamplesofthisstoretypeareBloomingdale’sandNordstrom.
Category-Specific Stores
Category-specificstoresfocusononetypeofproduct,likeclothing,beautyitems,electronics,or books.Forexample,Toys"R"Usisastorethatspecializesintoysandchildren'sproducts.These storescarryawiderangeofitemsintheircategory,likegroceriesorbabysupplies,butdon’tsell anythingoutsideofthatcategory
Warehouse Stores
Warehousestoresaresomeofthe largeststoresandalsoserveas storageforvariousbrands.Theysell productsinbulkandoftenrequirea membershiptoshopthere.Costco WholesaleandSam’sClubisawellknownexampleofawarehousestore.
Advantages of Having a Departmental Store
• Departmental stores are usually located in busy areas, which helps them draw in a lot of customers, especially during peak shopping times.
• By offering a wide variety of products all in one place, departmental stores make it convenient for customers to nd everything they need without having to go to multiple stores.
• Department stores aim to provide excellent services to their customers. This includes home delivery, taking phone orders, offering credit options, and providing facilities like restrooms, phone booths, restaurants, and salons.
• Departmental stores can invest a lot in advertising and promotions, which helps them boost their sales and attract more customers.
Challenges Departmental Stores Faces
• Because department stores are so large, it's hard for staff to give individual attention to each customer.
• These stores spend a lot of money on services, which makes their operating costs high. This can lead to higher prices for products,
• making them less affordable for people with lower incomes.
• With high costs and large inventories, department stores can face signicant losses. For instance, if customer preferences change or fashions go out of style, they may have to sell outdated items at a discount to clear out stock.
• While department stores are often in busy areas, this can make them less convenient for quick purchases or for people who prefer to shop at nearby smaller stores.
Despite the rise of e-commerce, department stores are still thriving in the retail sector. Their ability to offer a wide variety of products, coupled with exceptional customer service, makes them a desirable shopping destination for many consumers. In the future, departmental stores that embrace sustainability and technology will have higher chances to survive among their competitors.
