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Cadbury s marketing objectives for the development of Fuse.

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  • Essay length: 1952 words
  • Submitted: 10/05/2006
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University Degree Marketing

The first 200 words of this essay...

Introduction

Established markets generate intense competition during which new and innovative marketing strategies are required and new and existing products are developed.

As a market develops, consumers become more experienced and discerning and look for more benefits from the products they choose. Although some organisations' products may appear unchanged at this developed stage of a market, the more successful businesses re-work existing brands and continue to develop new ones to meet changing consumer needs.

The development of strong brands has always been a feature of the confectionery market.

Cadbury set out two objectives for the development of Fuse:

1. To grow the market for chocolate confectionery

2. To increase Cadbury's share of the snacking sector

The 'Fuse' concept was developed after market research identified the growth of snacking and a definite gap in the market for a more chocolatey snack. A number of ingredients were devised and tested following a survey which questioned consumers about their snacking habits and preferences. A research and development team was then asked to develop a number of product recipes which addressed the needs expressed by consumers.

Not all products successfully emerge from the product development

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