BMS 409: Cadbury's Innovation and Beverage Proposal

This report provides a comprehensive analysis of Cadbury, a British multinational confectionery company, and proposes an innovative idea: the introduction of a beverage line, including soft drinks, health drinks, and juices. The report begins with an overview of Cadbury's background, goals, and values, followed by a description of the current market situation and the rationale for the proposed innovation. A literature review covers theories of innovation, types of innovation, key elements, and their importance. The report then analyzes the product, services, and processes, including STP, cost analysis, and launching techniques. Recommendations are made, advocating for the launch of health-focused beverages, supported by marketing strategies and event planning. The report concludes with a summary of the findings, emphasizing the potential benefits of this innovation for Cadbury's growth and market position.