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Chocolate and Confectionary Industry

C/M/136. Communication mix strategies of UK confectionary brands

WORDS:: 2500
DATE:: 2004
PRICE:: 29.99 GBP

The paper analyses the communication mix strategies used by leading UK confectionary brands. The analysis starts with the investigation of the current market trends, market size, growth and prospects of growth. This information is used as the basis for the analysis of the fit of communication mix strategies against current market preferences. This analysis is based on the use of secondary data collected from distinguished sources as Keynote, Mintel and Euromonitor. The paper also prese3nts the analysis of current market preferences, based on primary data collection and descriptive analysis of collected data.

KEYWORDS: communication, mix, strategies, uk, confectionary, brands,

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