Business 2000
T e n t h e d i t i o n
(Unit 5)
Transition Year
Cadbury Snaps - New product
development with a twist!
Business
Key Learning Outcomes
Innovation at Cadbury Ireland
New Product Development
Market Research
The Launch Strategy for Cadbury Snaps
The Marketing Communications Mix
Curriculum Links
Introduction
Cadbury Ireland is the leading supplier of confectionery on the Irish
market. The company is a subsidiary of Cadbury Schweppes plc, a
global leader in the confectionery/beverages market. Operating in
Ireland since 1932, Cadbury Ireland has three production plants: two
in Dublin, one in Coolock and one in Tallaght - and the third plant is in
Rathmore, Co. Kerry.
Cadbury prides itself on its market leading brands such as Dairy Milk,
Snack and Creme Egg.
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CADBURY
Cadbury Snaps - New product development with a twist!
The company continually strives to drive innovation within the
confectionery category and offers its brands in a variety of formats and
pack sizes, relevant to today’s changing consumer environment.
Critical to this success is innovation in the development of new
products and brands.
Background
to Cadbury Snaps
One of the growing occasions in recent times has been ‘in-home
evening entertaining’. People are spending more time at home
entertaining informally, particularly in the evening time. For example
having a group of friends over in the evening to watch a DVD or having
a ‘girls night in’ have become more popular. For these types of
occasions, people are looking for a product that is in a format that is
easy to share and contains enough pieces in the pack for everyone.
Cadbury Snaps are individual chocolate curves, available in a variety
of flavours. There are approximately 40 curves in each pack. With so
many pieces in each pack and with Snaps available in a variety of
flavours, Snaps are an ideal chocolate sharing product.
New Product Development
The development of successful new products is on