Cadbury: One Billion Consumers 85
distribution, and collection organization in China became a
significant burden. Moreover, the chocolate business in China
was still hyperseasonal, even for self-consumption chocolate.
Beijing Cadbury had a full-service, year-round manufactur-
ing, sales, and distribution operation with all the attendant
costs, but a highly seasonal retail business—and as a result,
Cadbury began to hemorrhage money. Urgent action was
needed, for the battle for the hearts, minds, and taste buds of
China’s first generation of chocolate consumers was being lost
day by day.
Attempting to Turn the Tide
Cadbury China’s first priority to get its business on track was
to find a solution for the taste problem. Determined to stick
with its fresh-milk ...