FILMS:
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FILM: The Marketing Mix At Cadbury’s
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DVD [£47.00 plus VAT]
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Qty:
35 mins, 1998
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The film tells how Cadbury launched a new chocolate bar called Fuse. We discover how the marketers locate a gap in the market, and then set about giving their new bar a "personality"- something to distinguish it from other products.
Fuse benefits from the Cadbury name - the “masterbrand”. To launch the new bar there is a big advertising campaign. But not everyone likes the ad. Some think it too ironic, others just silly. Public relations, too, plays a key part. The launch of the new bar gets TV, radio and press coverage. The launch is a great success - but does the world really need another chocolate bar?
