The marketing mix at Cadbury's.
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...
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| Corporate Author: | |
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| Format: | Streaming video |
| Language: | English |
| Published: |
[Place of publication not identified] :
TV Choice,
1998.
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| Subjects: | |
| Online Access: | A Kanopy streaming video Cover Image |
| Summary: | 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? |
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| Item Description: | Title from title frames. |
| Physical Description: | 1 streaming video file (approximately 35 min.) |
| Playing Time: | 00:35:00 |
| Format: | Mode of access: World Wide Web. |