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Title The marketing mix at Cadbury's. [Kanopy electronic resource]

Publication Info. [San Francisco, California, USA] : Kanopy Streaming, 2014.
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Description 1 online resource (1 video file, approximately 35 min.) : digital, .flv file, sound
video file MPEG-4 Flash
Note Title from title frames.
Event Originally produced by TV Choice in 1998.
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?
System Details Mode of access: World Wide Web.
Subject Cadbury Ltd. -- Marketing.
Chocolate -- Marketing.
Genre Short films.
Added Author Kanopy (Firm)
Music No. 1064923 Kanopy
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