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Marketing Case Study - Cadbury beverages: Relaunching Crush Brand
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Christelle Monteillet - Cemiyle Parlak - Antoni Yalap CPE 702 - INTERNATIONAL MARKETING Mr. Pierre-François Jeandet March 22, 2003 Marketing Case Study CADBURY BEVERAGES Relaunching Crush Brand Summary Page Introduction 3 I - The carbonated soft drink industry 4 A) An introduction 4 B) The industry structure 4 C) The industry economics 5 D) Product and brand categories 6 E) Soft drink purchase and buyer behavior 6 II - Changes in the orange category between (1985-1989) 7 A) The situation 7 B) Market shares and market coverage 7 C) Advertising and positioning 8 D) Brand positioning map 10 III - Cadbury's competitive position in the US soft Drinks' market and orange category 11 A) Introduction 11 B) SWOT Analysis 11 C) Key Success Factors 12 IV - Media Advertising for the major brands 13 V - Pro Forma Income Statement for Orange Crush 14 A) Forecast of $ sales 14 B) Pro forma income statement 14 VI - Crush's objective and strategies in terms of advertising and promotion 15 Conclusion: Crush orange positioning recommendations 16 Introduction Cadbury is the beverage division of Cadbury Schweppes PLC, a major global soft drink and confectionery marketer. The turnover of the company was, in 1989, $4.6...
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