Product details

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Case
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Reference no. 593-010-1
Subject category: Marketing
Authors: John Ensor (Edinburgh Napier University); Susan Laing (Edinburgh Napier University)
Published in: 1993
Length: 10 pages
Data source: Field research

Abstract

The case describes the development of three new confectionery products at Cadbury, from initial market research to first product launch. The teaching objectives are to develop discussion of new product development process and market research methods and segmentation decisions. It will lead to discussion of marketing mix decisions pre-launch, in particular promotional decisions.
Location:
Size:
35,000 employees, sales GBP2,843 million
Other setting(s):
1989

About

Abstract

The case describes the development of three new confectionery products at Cadbury, from initial market research to first product launch. The teaching objectives are to develop discussion of new product development process and market research methods and segmentation decisions. It will lead to discussion of marketing mix decisions pre-launch, in particular promotional decisions.

Settings

Location:
Size:
35,000 employees, sales GBP2,843 million
Other setting(s):
1989

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