Cadbury Beverages Inc.
The Company: Cadbury Beverages Inc. a division of Cadbury Schweppes PLC
Company Status: 3rd largest Worldwide and 4th largest in US; achieved positioning through consistent marketing investment in the brand and its diverse products.
The Acquisition: In addition, the company acquired other brands worldwide that already had a solid customer following.
• 1986 acquired Canada Dry and certain rights to Sunkist soft drinks
• 1989 acquired Crush brand worldwide along with soft drink companies in Spain, Portugal, France, and Belgium
The Re-launch: Cadbury decides to re-launch Crush brand, specifically the orange soda flavor because of the past success. The industry of the orange flavor, while on a decline, was rejuvenated by Minute Maid Orange and Mandarin Orange in the mid 1980’s due to widespread distribution, heavy advertising, and creative promotions. The marketing effort of the Crush brand can capitalize on this rejuvenation by successfully finding solutions for the following antecedents (issues). The Antecedents (Issues):
• How and Where should Crush be re-launched o What area of the market should be the entry point and whom to target o KNOW YOUR CUSTOMER (definition of demand) o Figuring the 4P’s and Performance Analysis
• Market Channels o Rejuvenate relationship with concentrate producers, bottlers, and franchise bottlers o Supermarkets are a key success factor to any marketing effort o Retail outlets are also key o Capital Investment needed for heavy advertising, creative promotions, and nationwide distribution in U.S.
• Develop goals for objectives, strategies, budgeting, and advertising o Month by month status check up o Annual projections for success o Effort exit (know when to pull the plug on the effort)
Solution thus far: After the meeting yesterday the consulting group came up with an outline for a marketing plan.
1. Where and how should Crush be re-launched, there are three options for market entry
a. Adults 25+
Company Status: 3rd largest Worldwide and 4th largest in US; achieved positioning through consistent marketing investment in the brand and its diverse products.
The Acquisition: In addition, the company acquired other brands worldwide that already had a solid customer following.
• 1986 acquired Canada Dry and certain rights to Sunkist soft drinks
• 1989 acquired Crush brand worldwide along with soft drink companies in Spain, Portugal, France, and Belgium
The Re-launch: Cadbury decides to re-launch Crush brand, specifically the orange soda flavor because of the past success. The industry of the orange flavor, while on a decline, was rejuvenated by Minute Maid Orange and Mandarin Orange in the mid 1980’s due to widespread distribution, heavy advertising, and creative promotions. The marketing effort of the Crush brand can capitalize on this rejuvenation by successfully finding solutions for the following antecedents (issues). The Antecedents (Issues):
• How and Where should Crush be re-launched o What area of the market should be the entry point and whom to target o KNOW YOUR CUSTOMER (definition of demand) o Figuring the 4P’s and Performance Analysis
• Market Channels o Rejuvenate relationship with concentrate producers, bottlers, and franchise bottlers o Supermarkets are a key success factor to any marketing effort o Retail outlets are also key o Capital Investment needed for heavy advertising, creative promotions, and nationwide distribution in U.S.
• Develop goals for objectives, strategies, budgeting, and advertising o Month by month status check up o Annual projections for success o Effort exit (know when to pull the plug on the effort)
Solution thus far: After the meeting yesterday the consulting group came up with an outline for a marketing plan.
1. Where and how should Crush be re-launched, there are three options for market entry
a. Adults 25+