Crush Case

... SITUATIONAL ANALYSIS

Cadbury Beverages, Inc. is the beverage division of Cadbury Schweppes PLC, a major global soft drink and confectionery marketer. Cadbury Schweppes has the distinction of being the worldÐŽ¦s first soft drinker maker and it is the third largest soft drink maker behind Coca-Cola and PepsiCo.

In January 1990, Cadbury Beverages, Inc. ... The company decided further to focus initial attention on the Crush brand of fruit-flavored carbonated beverages.

Problem Definition:

Can Cadbury successfully relaunch Crush in the orange soda market? ... Business Definition (Cadbury Beverages, Inc. ... 8%), Sunkist by Cadbury Beverages (14.4%), Minute Maid Orange by Coca-Cola (14%), Crush by Cadbury Beverages (7. ... 3%)

„« Slightly over 70% regular soft drinks

„« Competitors offer both, regular and diet varieties

„« Market coverage of Crush decreased from 81% (1985) to 62% (1989) while competitive market coverage generally increased

„« Each brand has a unique position within the orange category

The target audience (general soft drink industry)

„« Typical supermarket purchaser of soft drink is a married woman with children under 18 years of age living at home

„« Purchasers respond favorably to price (coupon) promotions, in-store displays, and other forms of point-of-sale promotions

„« Over 25 years consumers drink more diet beverages while teenagers are heavy users of regular soft drinks

D. SWOT-Analysis (Cadbury Beverages with focus on Crush)

Strength:

„« Global „± international reach

„« WorldÐŽ¦s first soft drink marketer, now 3rd largest one „± reputation

„«