Crush Case
Target Market
SWOT Analysis
v Strengths ÿ The name “Crush” is the first name people think of when they think of orange soda. ÿ World’s first soft drink marketer, now 4th largest one ÿ Schweppes brand equity support ÿ Crush has is a long life brand ÿ Crush has high awareness in big cities ÿ Crush is the most recognized orange flavored soda name ÿ It is used in many trendy pop-culture outlets (i.e. vintage clothing, popular restaurants ÿ Crush has sufficient resources v Weaknesses ÿ Cadbury Schweppes PLC owns two orange flavored soft drinks, Sunkist and Crush ÿ Cola’s represent 67% of soft drink consumption while orange flavored only accounts for 3.9% ÿ Crush is lacking a diet Crush leaving us out of 31% of the industry ÿ Crush and Sunkist used less on advertising than other companies with orange soft drinks ÿ Crush had the lowest market coverage of orange sales potential among major competitors because of the decision to try and sell Crush through warehouses rather than through bottlers ÿ Crush lacks a clear positioning statement that sets them distinctly apart from Sunkist v Opportunities ÿ Make the buying process more convenient, get retailers to put Crush on the end of the aisle ÿ Offers sales promotions ÿ Make a new line of tropical drinks, and take advantage of licensing opportunities ÿ Take advantage of the developing market of the internet and create a website were people can by Crush products ÿ Create an illusion that Crush is the superior orange soda ÿ There is a Variety of media vehicles ÿ There is a dynamic market for diet soft drinks ÿ The major increase in consumption of soft drinks
v Threats ÿ Crush has huge competition because the soda market is so homogeneous ÿ There need to be enough resource for heavy advertising expenses ÿ Unplanned soft drink purchases other that Crush.
Market
v Primary target market for Crush is young adults (18-24) drinking soft drinks. Secondary target market for Crush is
SWOT Analysis
v Strengths ÿ The name “Crush” is the first name people think of when they think of orange soda. ÿ World’s first soft drink marketer, now 4th largest one ÿ Schweppes brand equity support ÿ Crush has is a long life brand ÿ Crush has high awareness in big cities ÿ Crush is the most recognized orange flavored soda name ÿ It is used in many trendy pop-culture outlets (i.e. vintage clothing, popular restaurants ÿ Crush has sufficient resources v Weaknesses ÿ Cadbury Schweppes PLC owns two orange flavored soft drinks, Sunkist and Crush ÿ Cola’s represent 67% of soft drink consumption while orange flavored only accounts for 3.9% ÿ Crush is lacking a diet Crush leaving us out of 31% of the industry ÿ Crush and Sunkist used less on advertising than other companies with orange soft drinks ÿ Crush had the lowest market coverage of orange sales potential among major competitors because of the decision to try and sell Crush through warehouses rather than through bottlers ÿ Crush lacks a clear positioning statement that sets them distinctly apart from Sunkist v Opportunities ÿ Make the buying process more convenient, get retailers to put Crush on the end of the aisle ÿ Offers sales promotions ÿ Make a new line of tropical drinks, and take advantage of licensing opportunities ÿ Take advantage of the developing market of the internet and create a website were people can by Crush products ÿ Create an illusion that Crush is the superior orange soda ÿ There is a Variety of media vehicles ÿ There is a dynamic market for diet soft drinks ÿ The major increase in consumption of soft drinks
v Threats ÿ Crush has huge competition because the soda market is so homogeneous ÿ There need to be enough resource for heavy advertising expenses ÿ Unplanned soft drink purchases other that Crush.
Market
v Primary target market for Crush is young adults (18-24) drinking soft drinks. Secondary target market for Crush is