Page 12: Conclusion
This case study has examined Cadbury's ability to use innovation in a developed and crowded market-place. There were three clear elements in this process:
- the use of consumer research to identify a significant market opportunity
- product research and development combined with extensive consumer testing
- massive trade and consumer hype generated by a national launch.
Snacking remains the big opportunity to expand the chocolate market even further. As Fuse moves through the growth phases of its product life-cycle, the next stage is to move it into the 'super brand' league. As it does so, the key requirement will be to maintain the product's momentum by continuing to develop innovative approaches to marketing it to consumers.