However, the interesting development to come from this acquisition will be the reaction of the people that have made the firm a success the customers. From what I have been reading online most of the country is up in arms.
Generations of people have grown up loving the taste of Cadbury chocolate; will they now boycott the brand?
How long before the taste is lost as corners are cut in the manufacturing process to save money for the shareholders?
Also, there will be the inevitable job losses, as debt-laden Kraft looks for cost savings from Cadbury.
We have seen it happen with successful UK channel firms as well; they are taken over by an international giant, staff and customers become disillusioned and the brand goes down the pan.
Sometimes I think firms would be better staying independent and keeping the integrity of their brand, rather than selling to the highest bidder.
Underestimating the power of customer loyalty to a particular brand is a dangerous move something the Cadbury board appears to have done.
Sara Yirrell is editor of CRN. Contact her at [email protected]
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