Milk Chocolate Marketing Mix Essay - 942 words

1. What criteria did Cadbury Ireland use in developing TimeOut? Cadbury's Ireland in determining criteria for developing TimeOut, looked at it's strengths and competencies which it felt it had expertise or could gain competitive advantage in. It identified three technologies, which would fall into this category. Cadbury's Ireland combined these three area's of excellence (i.


e. core competencies) to develop a product to fill the bridge-brand position, which would directly compete against it's competitors of Twix and Kit Kat in the bar-biscuit market. Cadbury must also consider another factor in developing TimeOut. This is Dairy Milk chocolate. Cadbury Dairy Milk chocolate is made from fresh Irish milk and is used in all of Cadbury's products, as well as being marketed separately under the Cadbury Dairy Milk brand.


But the most important criteria for developing TimeOut was the way in which Cadbury defined market segments. Cadbury defines segments on the basis of how customers buy rather than on how a product is made. This method of defining market segments allowed Cadbury Ireland to identify a significant consumption pattern whereby the take-home segment is increasing its share of the confectionery market. They also noticed an overlap in the marketplace where brands which were traditionally seen as bars, were now spreading out into the biscuit market. This criteria meant that Cadbury Ireland would have to develop a product, which would sit into this bridge-brand position between the bar and biscuit market, i. e.


it would be equally satisfying to the confectionery market as a bar in it's own right, and to the biscuit market as a snack at break time. 2. Which marketing mix variables were most important in positioning TimeOut? The marketing mix variables also known as the 4 P's are product, pricing, packaging and promotion. The most important marketing mix variable in the positioning of TimeOut were product, packaging, and promotion. Given the power of retailers Cadbury had little discretion in the determination of the price of TimeOut. Therefore the issue of pricing was not that important in the positioning of TimeOut.


In positioning TimeOut as a bridge-brand product between the bar and biscuit market the most important marketing mix variable was essentially the product. Cadbury Ireland needed to create a product which would contain enough biscuit to satisfy the biscuit market, while containing enough chocolate to equally satisfy the bar market. They achieved this through a technological advance which allowed them to layer flake on to wafer. TimeOut consists of a flake centre, sandwiched between two wafers and covered in dairy milk chocolate. In TimeOut, Cadbury Ireland seemed to of found a unique mix of chocolate and biscuit to satisfy both markets. Other considerations under product were the name and the wrapper layout ...................................................................................................................................................................................................................................................................................................................................................................

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Essay Tags: marketing mix, milk chocolate, market segments, kit kat, main competitors

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