Market Research for a New Company : Fusion

... Market Research for a New Company : Fusion Introduction Established markets generate intense competition during which new and innovative marketing strategies are required and new and existing products are developed. As a market develops, consumers become more experienced and discerning and look for more benefits from the products they choose. Although some organisations' products may appear unchanged at this developed stage of a market, the more successful businesses re-work existing brands and continues to develop new ones to meet changing consumer needs. The development of strong brands has always been a feature of the confectionery market. Launched in 1996 Fuse is a fusion of delicious snacking ingredients: fudge, raisins, peanuts and crispy cereal smothered in Cadbury's milk chocolate. In fact it is 70% chocolate. It is aimed at those people whose fast moving lifestyles find them snacking "on the hoof". It is primarily targeted at 16 - 34, i.e.; those people for whom snacking is a way of

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