Information Technology
- At Cadbury Beverages, much of this market information comes from scanner data sold by companies such as IRI. Using IRI's decision support software, Dataserver, Cadbury wafts through the data for a first pass. More information technology is used for a refined view of the data in the guise of IRI's Coverstory. Not only do these innovative software tools permit Cadbury to find new openings in the competitive marketplace, they enable Cadbury to perform intra-prospecting
- By far, the perfect "new" product is one that exceeds sales projections and whose time to market as well as developmental cost are low. Cadbury first looks for new opportunities in its own product categories (i.e., intra-prospecting). In these analysis, Cadbury scrutinizes subcategories of products that perform better than average. For the most part, though, new opportunities are found outside of current product boundaries.
- At Cadbury Beverages, much of this market information comes from scanner data sold by companies such as IRI. Using IRI's decision support software, Dataserver, Cadbury wafts through the data for a first pass. More information technology is used for a refined view of the data in the guise of IRI's Coverstory. Not only do these innovative software tools permit Cadbury to find new openings in the competitive marketplace, they enable Cadbury to perform intra-prospecting
- By far, the perfect "new" product is one that exceeds sales projections and whose time to market as well as developmental cost are low. Cadbury first looks for new opportunities in its own product categories (i.e., intra-prospecting). In these analysis, Cadbury scrutinizes subcategories of products that perform better than average. For the most part, though, new opportunities are found outside of current product boundaries.
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