Cadbury's Use of Market Research
Cadburys used different methods to complete a market research for their product ‘Cadburys Snaps’. All the techniques they used influenced the way they launched and produced their new product.
Cadburys first identified a market through a rise in modern society. With modern technologies people are often found to have a night in, with things such as ‘Girls Nights’ becoming popular. Cadburys noticed that there would be a market for snacks, for these type of events and ‘lazy days, something that is ‘easy to share and contains enough pieces in the pack for everyone’. Cadburys have acknowledged the problem and have created a solution: ‘Cadbury Snaps are individual chocolate curves, available in a variety of flavours. There are approximately 40 curves in each pack. With so many pieces in each pack and with Snaps available in a variety of flavours, Snaps are an ideal chocolate sharing product.’ This criteria fits into the needs for this type of market as well as Cadburys finding a target market: ‘young adults (20-35 years old) who are sociable and enjoy spending time with their friends and family.’ Cadburys have found a problem and offered a solution to a target market that is likely to purchase the product.
As part of Cadburys market research they discovered that most ‘snacking’ was taking place between meal times when consumer felt “peckish”. The main time being in the evening, this suits the gap that Cadburys found. They looked at their own products at what else could suit this genre or rival the snaps, but for products like the ‘Cadbury flake and Dairy Milk’, there was not as bigger market for sharing, where the snaps looked to capitalise on, with them being in a tube and the multiple amount of chocolate curves developed. To make the product as accessible as possible Cadburys conducted interviews with the young adult market to determine their attitudes towards it. From an