Cadbury's Ireland in determining criteria for developing TimeOut, looked at it's strengths and competencies which it felt it had expertise or could gain competitive advantage in. It identified three technologies, which would fall into this category.

Cadbury's Ireland combined these three area's of excellence (i.e. core competencies) to develop a product to fill the bridge-brand position, which would directly compete against it's competitors of Twix and KitKat in the bar-biscuit market. Cadbury must also consider another factor in developing TimeOut. This is Dairy Milk chocolate. Cadbury Dairy Milk chocolate is made from fresh Irish milk and is used in all of Cadbury's products, as well as being marketed separately under the Cadbury Dairy Milk brand.

But the most important criteria for developing TimeOut was the way in which Cadbury defined market segments. Cadbury defines segments on the basis of how customers buy rather than on how a product is made. This method of defining market segments allowed Cadbury Ireland to identify a significant consumption pattern whereby the take-home segment is

3.How did the positioning and marketing strategies of its main

Among TimeOuts main competitors in the bridge-brand market are Twix, KitKat, Cadbury Snack and Jacobs Club Milk. As shown in the positioning map above Twix is positioned in the bridge-brand market but is not as concentrated in the snack market

The blue/red/yellow colour scheme makes TimeOut stand out in a market which is predominantly uses darker colour schemes such as black/brown or gold. The lighter colour scheme of TimeOut is more easily associated with light biscuity bars, referring to the wafer parts in TimeOut, and also giving the image of TimeOut as a lighter, healthier bar. TimeOuts packaging configuration was very important. If TimeOut only established themselves in standard format first and then proceeded to expand into all the different formats at a later date, they would not have made the required impact on the bridge

The marketing mix variables also known as the 4 P's are product, pricing, packaging and promotion. The most important marketing mix variable in the positioning of TimeOut were product, packaging, and promotion. Given the power of retailers Cadbury had little discretion in the determination of the price of TimeOut. Therefore the issue of pricing was not that important in the positioning of TimeOut. In positioning TimeOut as a bridge-brand product between the bar and biscuit market the most important marketing mix variable was essentially the product. Cadbury Ireland needed to create a product which would contain enough biscuit to satisfy the biscuit market, while containing enough chocolate to equally satisfy the bar market. They achieved this through a technological advance which allowed them to layer flake on to wafer. TimeOut consists of a flake centre, sandwiched between two wafers and covered in dairy milk chocolate. In TimeOut, Cadbury Ireland seemed to of found a!

ing eating. Even though this is partly what accounts for the increase in the snack market in other European countries, they have not reached the same extent to which Ireland in this grazing phenomenon (habit of snack eating and destruction of meals).

Some common words found in the essay are:
Cadbury Ireland, Cadbury Snack, United Kingdom, Club Milk, Kingdom Ireland, KitKat KitKat, Cadbury's Ireland, TimeOut Cadbury, Dairy Milk, Irish English, snack market, biscuit market, cadbury snack, cadbury ireland, marketing mix, european countries, bar biscuit market, bridge-brand position, bridge-brand market, bar biscuit, united kingdom, bridge-brand position bar, marketing mix variables, dairy milk chocolate, ireland united kingdom,
Approximate Word count = 1817
Approximate Pages = 7 (250 words per page double spaced)