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1.What criteria did Cadbury Ireland use in developing TimeOut?

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

Although available in single format, Jacobs Club Milk bars have never made a great impact in the impulse bar market. Their main area of sales would be the family six

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

pack format. This is so because of the traditional uses of Club Milk. As one of the oldest snack brands on the market Club Milk is traditionally perceived as a snack to be taken at tea time, and a snack that is great to put in a packed lunch for children going to school and so forth. This idea of snack at tea time is reinforced by the catchy slogan "If you're going to have a cuppa, have a club."

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

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)

Category: Miscellaneous