Cadbury Positioning Strategy Essay Example
Cadbury Snaps - New product development with a twist!
Key Learning Outcomes
Q Q Q Q Q
Innovation at Cadbury Ireland New Product Development Market Research The Launch Strategy for Cadbury Snaps The Marketing Communications Mix
Introduction
Cadbury Ireland is the leading supplier of confectionery on the Irish market. The company is a subsidiary of Cadbury Schweppes plc, a global leader in the confectionery/beverages market. Operating in Ireland since 1932, Cadbury Ireland has three production plants: two in Dublin, one in Coolock and one in Tallaght - and the third plant is in Rathmore, Co. Kerry. Cadbury prides itself on its market leading brands such as Dairy Milk, Snack and Creme Egg.
Curriculum Links
Business (Unit 5) Transition Year
Business 2000
Tenth edition
There are many great ideas – many of them generated by chance. However, only few products make it through to the end of the process. The further a product goes through this process, the more expensive it becomes. As products progress, the company is making an increasing commitment in terms of resources. Once a product is developed, the launch marketing costs are significant; so a company must carry out extensive market research to ensure a product has the best chance of appealing to the market.
Market Research
The company continually strives to drive innovation within the confectionery category and offers its brands in a variety of formats and pack sizes, relevant to today’s changing consumer environment. Critical to this success is innovation in the development of new products and brands. Gathering information can be done by either desk or field research. Market research is the gathering, recording and analysing of information about markets and their probable reaction to product, price, distribution and promotion decisions. Market research is critical for successful NPD and marketing mix planning.
Background to Cadbury Snaps
One of the growing occasions in recent times has
Key Learning Outcomes
Q Q Q Q Q
Innovation at Cadbury Ireland New Product Development Market Research The Launch Strategy for Cadbury Snaps The Marketing Communications Mix
Introduction
Cadbury Ireland is the leading supplier of confectionery on the Irish market. The company is a subsidiary of Cadbury Schweppes plc, a global leader in the confectionery/beverages market. Operating in Ireland since 1932, Cadbury Ireland has three production plants: two in Dublin, one in Coolock and one in Tallaght - and the third plant is in Rathmore, Co. Kerry. Cadbury prides itself on its market leading brands such as Dairy Milk, Snack and Creme Egg.
Curriculum Links
Business (Unit 5) Transition Year
Business 2000
Tenth edition
There are many great ideas – many of them generated by chance. However, only few products make it through to the end of the process. The further a product goes through this process, the more expensive it becomes. As products progress, the company is making an increasing commitment in terms of resources. Once a product is developed, the launch marketing costs are significant; so a company must carry out extensive market research to ensure a product has the best chance of appealing to the market.
Market Research
The company continually strives to drive innovation within the confectionery category and offers its brands in a variety of formats and pack sizes, relevant to today’s changing consumer environment. Critical to this success is innovation in the development of new products and brands. Gathering information can be done by either desk or field research. Market research is the gathering, recording and analysing of information about markets and their probable reaction to product, price, distribution and promotion decisions. Market research is critical for successful NPD and marketing mix planning.
Background to Cadbury Snaps
One of the growing occasions in recent times has