Launching a new product into a developed market
A Cadbury Schweppes case study

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Page 7: Early consumer testing

As products are developed, they must be tested to ensure that consumers would be willing to buy them. As approximately 85 per cent of all new products launched into the grocery and allied trade sectors fail in their first year, extensive research helps to reduce the risk of launching a new product into an already competitive market.

Fuse went through two extensive 'in home placement' tests. The results of these tests were multiplied into repeat purchase and purchase frequency figures to allow Cadbury to anticipate the volume of bars required for the launch of Fuse and post-launch.

Cadbury Schweppes | Launching a new product into a developed market