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

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

Q4.What are the cultural factors that account for the success of TimeOut? Could TimeOut be successful in other European countries?

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

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

annual sales of over L240 million in both 1991 and 1992. This is also evident in a survey, which measured consumption of chocolate confectionery (Kg per capita) in EU countries. Ireland and the United Kingdom both had the highest consumption of chocolate with a figure of 8.3 kg. The success that TimeOut has enjoyed in Ireland and United Kingdom will be hard to match in other European countries. This is illustrated by figures in the previously mentioned EU survey. While Ireland and the United Kingdom both had the highest consumption of chocolate with 8.3 kg other European countries had consumption levels of as low as 0.5 kg, with the EU average being only 4.8 kg. Also other European countries culture differs vastly from Ireland's. As mentioned before the 11 a.m. and 4 p.m. snack breaks are very common in Ireland, somewhat due to the destruction of family mealtimes and less time being devoted to meals, and also indicates a slow but steady change in cultural habits concern!

as some of the others. Twix is positioned on its good value-for-money, even though it's price is about that of market par. It's positioning in the snack market is personified by the slogan "Whenever there's a snack gap. Twix fits." Twix's marketing strategy is backed up by the heavy advertising it continues to receive. Another main competitor would be KitKat. Although KitKat would be considered more of a snack than Twix, it positions itself by a heavy advertising strategy like Twix and also by keeping its price 2-4p below market par. KitKat showed it's desire to be present in both bar and biscuit market by the use of advertising campaigns such as the innovative adver

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)