Preview

Cadbury Crush Case Study Essay Example

Powerful Essays
Open Document
Open Document
1230 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Cadbury Crush Case Study Essay Example
Cadbury Schweppes is an important player in the American soft drink market where American consumers drink more soft drinks than tap water. In conjunction with population growth and rising per capita consumption there was an estimated $43 billion in retail sales in 1989. However, trend data suggests that sales of diet drinks accounted for a large portion of the overall growth of carbonated drink sales in the 1980’s with supermarket sales the key to successful soft drink marketing.
Despite being the fourth largest soft drink marketer in the United States, 71.4% of the total market was produced by Coca Cola, PepsiCo or Dr. Pepper/7up. However, Cadbury has carved out a niche in the non-cola segment of the soft drink industry where their brands were often the market leader in their specific categories. With their acquisition of Crush in 1989, Cadbury controlled 22% of the orange category of the soft drink market through Crush and Sunkist. The orange category has the third largest share of the market, with a market share of 3.9%.
After purchasing Crush, Cadbury executives needed to restructure the Crush brand to gain a higher market share while neither contradicting its current brand image nor cannibalizing Sunkist soda sales. Restructuring is to occur through revitalizing the bottling network, developing a brand position, and developing a new advertising and promotion program.
Analysis and Evaluation
When Cadbury acquired Crush in 1989 they discovered that Crush was available in markets that represented only 62% of orange category sales due to Proctor & Gamble’s decision to distribute its product through warehouses rather than bottlers. This decision caused many bottlers to look elsewhere for business and lead to a decrease in the number of bottlers that distributed the brand. Looking at Tables 1 and 2 which look at market shares and market coverage of orange carbonated drinks from 1985 to 1989 it is apparent that there is a positive correlation between the two.

You May Also Find These Documents Helpful

  • Powerful Essays

    Cadbury Crush Case

    • 1610 Words
    • 7 Pages

    According to Exhibit 5, from 1985-1989, Orange crushes’ market share decreased from 22% (1985) to 8% (1989), this data shows that prior to the entrance of Coca Cola’s Slice and Pepsi’s Minute Maid, Orange Crush had more of the market share which at the time, they were positioned toward groups between the ages of 13-40. Since 1985, Crush repositioned itself to target individuals between the ages of 12-17. Appendix D shows that Pepsi Co. and Minute Maid entered the market with their own orange soda brands capturing a large portion of the orange soda market. These new juggernaut competitors reduced Crush’s market share consistently each year by positioning themselves in the 15-30 year old market. Initially, we thought it would be wise for Crush to revert back to its’ original target market, however with the emergence of Pepsi Co.’s Slice and Coca Cola’s Minute Maid into the market, and the fact that both brands are targeting individuals roughly between the ages of 15-30 (Crushes’ previous target market) (Exhibit 8), we believe it would be best for Crush to make an adjustment to their current positioning strategy. Shifting from their current age range (teens 12-17)(Exhibit 13) to younger children between the ages of 6-16 would tap into a market segment not currently being pursued by the new dominant Orange Soda companies. This shift would differentiate Crush even further from their competition, and as a result lead to more market share capture potential and competitive advantage due to the fact that they will be the first major orange soda brand to enter into this new target market. Secondly, the alignment with a younger age bracket…

    • 1610 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Q.3 What is Cadbury Beverages relative competitive position in the U.S. soft drink industry? In the orange categody?…

    • 908 Words
    • 4 Pages
    Powerful Essays
  • Powerful Essays

    Pepsi Next

    • 1345 Words
    • 6 Pages

    The article considers the product launch of the Pepsi Next brand soft drink by beverage industry firm PepsiCo scheduled for the summer of 2011. The soft drink is a so-called mid-calorie soft drink sweetened with a blend of high-fructose corn syrup and artificial sweetener. The launch is considered in terms of PepsiCo's attempts to reverse a decline in the market share of its cola soft drinks.…

    • 1345 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Industry Analysis Csd

    • 2342 Words
    • 10 Pages

    The industry of Carbonated Soft Drinks (CSD) is highly concentrated. The three major companies, Coca Cola, PepsiCo, and Cadbury Schweppes accounted in 1998 for more than 90% of market share by case volume –Exhibit 1-.…

    • 2342 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    The Carbonated Soft Drink (CSD) industry is a profitable one despite the “Cola Wars” between the two largest players – Coke and Pepsi. Such profitability can be understood by analyzing the CSD’s industry structure in terms of “Porter’s five forces.”…

    • 766 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Dr Pepper Squirt Case Study

    • 2375 Words
    • 10 Pages

    There is a huge volume of carbonated soft drink consumption in the US. American consumes 849 eight- ounce annually. CSD are popular among individuals aged 20 – 49. Consumption of diet drinks is popular at the age group of 25 and over. Today, Squirt’s product line consists of regular, diet, Ruby Red, and Diet Ruby Red. Diet Squirt and Diet Ruby Red account for 20% of Squirt’s total sales.…

    • 2375 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    Background: The Atlanta–based Coca-Cola Company controls about 65 per cent of the soft-drink market. Pepsi-Cola has about 15 per cent. The rest belong to other soft-drink products.…

    • 3630 Words
    • 15 Pages
    Good Essays
  • Good Essays

    Snapple Case Study

    • 1177 Words
    • 4 Pages

    Despite perplexing determinations, Quaker made the mistake of responding to the reduced market for New Age beverages by promoting new advertising and tactics (334). Causing sales to decline, Quaker failed to monitor a consistent advertising agenda and did not present new products fast enough (334). Instead of taking marketing risks, Quaker should have initiated a strategy that would aim toward the proper target market by studying the demographic and pushing inventory in those high volume areas. Cadbury is most likely not in danger of making the same mistakes as Quaker. Reason…

    • 1177 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Coca Cola

    • 333 Words
    • 2 Pages

    Throughout its enduring reign as an industry leader, Coca-Cola has acquired a sufficient amount of its revenue from CSD sales. According to Dr.Harber (2010), “ New federal nutrition guidelines, issued in 2005, identified regular CSDs as the largest source of obesity-causing sugars in the American diet”. Schools in New York City, throughout California, and elsewhere banned the sales of soft drinks on their premises(Dr.Harber, 2010). This was a tremendous issue that threatened the success of future sales of soft drinks all over the region. The United States obesity rate has continued to rise over the years and more people are now becoming involved in trying to eat and drink healthier. Companies such as McDonalds and Wendys have observed this fact and now offer several healthy items on their menu. Furthermore, the widespread linkage of CSDs with obesity and other health-related concerns was hard to disperse from people’s minds (Dr.Harber, 2010). Coca-Cola knew something had to be done, which led to the search for alternative beverages.…

    • 333 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Historically, the soft carbonated soft drink (CSD) industry has been valued at $74 billion in the United States. In order to understand the reasons why the industry has been hugely profitable despite the ‘Cola Wars’, an examination of the CSD industry with Porter’s five forces analysis will be conducted. As market leaders, the analysis will be centred on both Coke and Pepsi (hereafter “C&P”).…

    • 1231 Words
    • 5 Pages
    Powerful Essays
  • Good Essays

    Industry: The industry Roger’s Chocolates is in is the luxury chocolates industry. They are a manufacturing company as they supply to other companies and also they have their own retail shops.…

    • 781 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    companies, the top six controlled 89% of the market. In fact, one could characterize the soft drink market as an…

    • 3389 Words
    • 14 Pages
    Powerful Essays
  • Good Essays

    Squirt Case Study

    • 6374 Words
    • 26 Pages

    In the market, the soft drink industry is currently growing, with hundreds of registered brand names for carbonated soft drinks within the United States.…

    • 6374 Words
    • 26 Pages
    Good Essays
  • Better Essays

    MGT330 Final Paper

    • 2291 Words
    • 10 Pages

    The new age brings a challenge to Coca-Cola to find a way to reinvent and rebrand itself. With Mary Minnick as the new head of marketing, Coca-Cola is creating a new and fresh image through marketing and product development efforts. In this paper, I will describe and evaluate Coca-Cola’s marketing and innovation strategy transformation designed to position the company on the cutting edge of consumer trends, and developing healthy beverages, examine the underlying logic of Minnick’s emphasis on understanding why people consume beverages, discuss the underlying local of the non-carb drinks strategy, and compare and contrast the performance of Coca-Cola and Pepsi.…

    • 2291 Words
    • 10 Pages
    Better Essays
  • Good Essays

    Cadbury Schweppes Case Study

    • 12635 Words
    • 51 Pages

    Adapted from Cadbury Schweppes, “Project Bond: Pre Board Meeting Review,” October 18, 2002, pp. 11. Provided by the company; SDC Platinum, a Thomson Financial product, accessed January 2008.…

    • 12635 Words
    • 51 Pages
    Good Essays