Table of Contents
| No. of Pages
| Chapter 1- Introduction 1.1 Company Overview 1.2 Industry Overview 1.3 Products Overview 1.4 Case Study Overview
| Chapter 2- SWOT Analysis
Chapter 3 – Rejuvenate Bottling Network
| Chapter 4- Crush’s Brand Equity and Positioning
| Chapter 5- Crush’s Advertising and Promotion Program
Chapter 1: Introduction
1.1 Company Overview
Cadbury Beverages, Inc. is the beverage division of Cadbury Schweppes PLC, a major global soft drink and confectionery marketer, located in London, England; worldwide headquarters are in Stamford, Connecticut. Cadbury Schweppes PLC is the world’s first soft drink maker and 4th largest soft drink marketer with a market share of 3.4% in year 1989. In the same year, Cadbury Schweppes PLC acquired soft drink brand Crush from Procter and Gamble for $ 200 million. 3.4% in1989. Beverage accounted for 60% of worldwide sales and 40% were confectionary. Crush also offers several beverages under Cadbury Beverage, Inc. Typically. They are sold in bottles and cans. Over the years, Cadbury Schweppes has established a diverse product portfolio of water and juices in addition to its carbonates. Key Dates:
1783: Jacob Schweppe founded the Schweppes Company in Geneva 1824: John Cadbury begins selling tea, coffee and chocolate in Birmingham, England 1854: John Cadbury partnered with his brother, Benjamin and formed a company called “Cadbury Brothers of Birmingham”. 1873: Cadbury decided to cease trading in tea due to the popularity of a new expanded product line. 1897: Schweppes Limited goes public
1969: Cadbury Limited merges with Schweppes Limited to form Cadbury Schweppes PLC 1986: Cadbury Schweppes acquires Canada Dry and Sunkist from RJR Nabisco
1.2 Industry Overview
In year 1989, American consumed 46.7 gallons of carbonated soft drinks, about double of the total amount 23 gallons of carbonated soft drink consumed in year 1969. There are over 40 producers and more than 900 registered soft drink brand names in the markets. 82% of the industry sales are accounted for Coca-Cola, PepsiCo, and Dr. Pepper/7Up. Orange-flavored carbonated drinks recorded 3.9% of total industry sales in year 1989. Four brands included Mandarin orange Slice, Sunkist, Minute Maid Orange and Orange Crush captured the majority if the orange-flavored soft drinks sales in year 1989.
1.3 Products Overview
Crush was first premiered as Ward’s Orange Crush. Originally Orange Crush included orange pulp in the bottles, giving the consumers an illusion of fresh squeezed. Orange Crush was change to only concentrate consisting of flavors and color after Crush been purchased by Procter & Gamble in year 1980. Other than orange flavored, there are several flavors are available in the markets including grape, strawberry, cheery and others. However some of the flavors are distributed only within small markets. Key Dates:
1916: Clayton J. Howell, president and founder of Orange Crush Company partnered with California chemist Neil C. Ward perfected an exclusive formula that yielded a zesty, all-natural orange flavor of Orange Crush Success of beverage was remarkable 1918: Crush available in Canada throughout 20s, 30s, and 50s Crush advanced into South America, Europe, New Zealand and Africa 1980: Crush was purchased by Procter & Gamble.
1989: Cadbury Schweppes acquired Crush USA from P&G Co.
1.4 Case Study Overview
Case had discussed about Crush, fruit flavored carbonated beverage. Cadbury Beverages, Inc is the third largest soft drink marketer in the world after Coca-Cola and PepsiCo. Cadbury Schweppes acquired Crush, Hires, and Sun-Drop soft drink brands from P&G Co. In year 1990, Cadbury assigned the responsibility for managing the...
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