Launching a new product into a developed market A Cadbury Schweppes case study
Page 11: Post-launch results
After a new product launch, it is important to analyse whether the product has managed to meet its launch objectives. During 1996, the chocolate market grew by 9 per cent with 19 per cent of this growth attributable to Fuse - a single brand which had only been available for a quarter of the year.
One way of evaluating the effectiveness of advertising and promotional campaigns is to ask market research volunteers to identify advertisements using prompts in a recall test. The Fuse launch had created massive awareness of the new brand, achieving greater prompted awareness than the celebrated Wispa launch.
Within just one week of the launch, a record 40 million Fuse bars were sold into the trade and within eight weeks of sale, Cadbury's Fuse was the UK's favourite confectionery line, outselling both Mars Bar and Kit Kat by 20 per cent and capturing an astonishing 6.5 per cent of hand-held confectionery product sales.
It had also contributed significantly to Cadbury's growth in 1996. The launch had exceeded expectations, with consumers buying 70 million Fuse bars within the first three months of its launch. Cadbury's competitors reacted to the success of Fuse by increasing their own new product activity.
Cadbury Schweppes | Launching a new product into a developed market