ANATOMY OF A MARKETING EXERCISE: The birth of SnackSoup

Abstract

The retailer may first become aware of a new product when the manufacturer's salesmen approach buyers with samples and promotion plans. Yet often two years or more of research and market investigation have gone into the development. SnackSoup, launched with massive television advertising by Cadbury's in January was somewhat unusual in this respect — development only took eleven months.

Citation

Kendall, R. (1974), "ANATOMY OF A MARKETING EXERCISE: The birth of SnackSoup", Retail and Distribution Management, Vol. 2 No. 2, pp. 35-36. https://doi.org/10.1108/eb017781