The marketing mix at Cadbury's
Streaming video - 2014
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?
Saved in:
- Subjects
- Genres
- Short films
- Published
-
[San Francisco, California, USA] :
Kanopy Streaming
2014.
- Language
- English
- Corporate Author
- Corporate Author
- Online Access
- A Kanopy streaming video
Cover Image - Item Description
- Title from title frames.
- Physical Description
- 1 online resource (1 video file, approximately 35 min.) : digital, .flv file, sound
- Format
- Mode of access: World Wide Web.
- Access
- AVAILABLE FOR USE ONLY BY IOWA CITY AND RESIDENTS OF THE CONTRACTING GOVERNMENTS OF JOHNSON COUNTY, UNIVERSITY HEIGHTS, HILLS, AND LONE TREE (IA).