Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Cadbury EcoWater Lin toffee candy Marketing Strategy Success Stories

Author SunWenJian
Tutor HuangPei
School Fudan University
Course Business Administration
Keywords Wedding candy marketing competition strategy
CLC F426.82
Type Master's thesis
Year 2009
Downloads 386
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The precipitate economic crisis attaches the financial market, world trading, and spreads to the manufacturing industry. However, we found that there is no lethal influence on service industry while looking around. Plenty of 3S ladies (Single, Seventies, Stuck) who were born after 1970’ declare that they hate marriage, while proceeding rushing into marriage without any hesitation. In the near future, a huge wave named "90 age" is rushing to us rapidly. Wedding consumption which is more inelastic than housing is becoming a business opportunity insensibly. In this wedding consumption market which is full of business opportunity, the indispensable wedding candies are facing another spring involuntary. The Eclairs taffy which is produced by the Cadbury becomes a new brand with high clout by diversification, fancy packing and professional brand. In the process of shaping image and winning the market share, what did Cadbury do with marketing? And did it make a breakthrough with marketing? How could they make the breakthrough?In this article, we study on the success of Cadbury eclairs by using essential elements of marketing. We review the current overview and competition structure of wedding candy market and analyze the strength and weakness of Cadbury eclairs and its competitors. We try to find out why Cadbury eclairs is so competitive by analyzing its pricing system and pricing controlling. In the latter part of this article, we study on Cabury’s channel construction and wedding cultural marketing communications strategy and try to give useful recommendations about terminal promotions.We need to face increasing competitive pressure while having more market space. In this article, we try to give some recommendations about how to further expand wedding candy market share. It’s one of the innovations of this article, and has a direct reference for the further development of brand Cadbury eclairs. I hope this article can also have reference for the companies whose target market is wedding candy.

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