Cadburry Crush Essay

1290 WordsOct 12, 20116 Pages
Cadbury Beverages was created in 1969 and is a manufacturing division of Cadbury Schweppes. It is very popular and in 1989 they became the world’s third largest soft drink marketer. Just after Coca-Cola and Pepsi. They have sales of 4.6 million, in 110 countries. These beverages accounted for 60 percent of company sales and 53 percent of its operating income. They were the fourth biggest soft drink marketer in the United States, besides Coca-Cola, Pepsi, and Dr. Pepper. They have a carbonated market share of 3.4 percent and they are the market leader in some specific soft drinks categories. When it comes to marketing at Cadbury beverages, some of the marketing directors would like to re-launch a few brands. Such as; Crush, Hires and Sun-Drop. Although Cadbury has seen many encounters as they try to take lead in the market, the directors have decided that they would like to focus their attention on the Crush brand of fruit flavored carbonated beverages. Some of the main points were the reconstruction of the bottling network, figuring out brand equity, and they want to advance new positioning. Also, there are many opportunities accessible for Crush to take advantage of, such as new positioning towards a different segment and bottle reconstruction. 1) How would you characterize the carbonated soft drink industry in the United States? Be specific The carbonated soft drink industry has three main parts. Concentrated producers, bottlers and retailers. When it comes to bottlers they are in charge of retail outlets like putting in store displays, doing the local advertising and the restocking. When it comes to concentrated producers their job is to develop new products, national advertising, promotion programs and marketing research. In the United States there are 40 producers, and again the top three are Coca-Cola, Pepsi, and Dr. Pepper/ Seven up, and they have 82%

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