個案資料
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Terry's Group: Designing Novelty Chocolates
內容大綱
Focuses on the development and market launch of a new FMCG product (a chocolate bar). The product was innovative and positioned in the niche market of indulgent countlines. Pricing and market strategy for the product are highlighted. Focus groups were held with consumers after market launch, as the market acceptance of the product was lower than initially planned. Focuses on a strategy to increase market acceptance.