Qualitative research on Cadbury corporate image

Date of publication: November 1, 1978

Abstract:

Evidence from various sources suggests that the image of Cadbury Typhoo may be declining. Many of the group' s brands are in second place and declining. Recent trade opinions suggest a lack of confidence in the group. As a result, an advertising campaign is being considered to boost the image of Cadbury Typhoo at a corporate level. To aid thinking and creative development about this possible campaign, the initial qualitative consumer research reported here was conducted. 

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