The Positioning Mix for the Launch of Time Out

Product

TimeOut stems from a technological advance at Cadbury Ireland that allowed it to layer flake on to wafer. The competitive advantage of this product lies in the unique blend of flake sandwiched between two wafers and covered in dairy milk chocolate. In product terms, TimeOut bridges both the snack and bar markets as the Flake ingredient was sufficiently biscuity to be a suitable accompaniment to a beverage break. On the one hand its biscuit constituency made it an ideal snack, while its Fluke content made it a suitable bar of chocolate in its own right.

Tlte Branding Ingredients: Brand Name, Logo and Identity Colours Many names were proposed for the new product, including 'Switch' and 'Ultra'. However, it was discovered that using a name indicating the timing and situation in which the bar should be consumed greatly enhanced the consumer's understanding of what the product was designed for. The TiraeOut name was proposed and accepted as it more clearly communicated the desired position as the snack accompaniment. These brand-name objectives were supported by the use of a

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