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**unsamiSlini** · 01-30-2009, 06:56 AM

That's a very dangerous thing to do, though, if a competitor decides to take advantage of the situation. That's how Pepsi managed to gain huge amounts of market share against CocaCola. A household name can be displaced.

I guess it is dangerous... and they are lucky there is not a current or emerging competitor aiming for the same size market. But I think, should the competition arise, Cadbury's would re-shape their campaign to suit the current trends... but for the moment they are in a sweet spot and can afford to advertise like this effectively.

01-30-2009, 06:56 AM	#6
unsamiSlini Join Date Oct 2005 Posts 381 Senior Member	That's a very dangerous thing to do, though, if a competitor decides to take advantage of the situation. That's how Pepsi managed to gain huge amounts of market share against CocaCola. A household name can be displaced. I guess it is dangerous... and they are lucky there is not a current or emerging competitor aiming for the same size market. But I think, should the competition arise, Cadbury's would re-shape their campaign to suit the current trends... but for the moment they are in a sweet spot and can afford to advertise like this effectively.
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