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