introduction
Product development can take a number of forms. It may involve:
- a completely new product – e.g. Cadbury Creme Egg Twisted bar launched in 2008 developed by taking the gooey fondant fun of Creme Egg inside a bar of thick milk chocolate, available all year round.
- an extension to an existing range (brand development) – e.g. the extension of the Cadbury Buttons range with the launch of White Cadbury Buttons, Giant Cadbury Buttons and Cadbury Caramel Nibbles.
- a relaunch of an existing product – analysing which aspects of a product are working and which could be improved and reformulating, repositioning or re-presenting it in different packaging or sizing, e.g. when the Cadbury Dairy Milk range was all brought under one brand in 2002.
Cadbury is responsible for many household names in chocolate, but
- where do the ideas come from?
- how are products taken from first idea through to launch?
- what are some of the real techniques used by Cadbury when developing products?
