Case Study Analysis: Cadbury
Case Analysis: Cadbury Beverages, Inc. Crush Brand ®
Case Analysis: Cadbury Beverages, Inc. Crush Brand ®
Luis Villagomez
Grand Canyon University
MKT 450
September 23, 2012
Case Analysis: Cadbury Beverages, Inc. Crush Brand ®
The carbonated soft drink production industry encompasses firms that blend various ingredients with carbonated water and also package and distribute for resale (IBIS World). With the full industry definition that Cadbury Beverages is a part of, we can effectively help the marketing team, most especially Kim Feil, Cadbury’s Senior Product Manager. In order for Kim and her marketing team to succeed, they must first characterize the carbonated soft drink industry in the United States, describe the changes in the orange category during the year of 1985 to 1989, Cadbury Beverages’ relative competitive position in the US soft drink industry, appropriate brand positioning to effectively plan marketing strategies. Kim must also set the advertising and promotion objectives and a pro forma income statement.
Characteristics of the carbonated soft drink industry in the United States We must first take a look at the overall industry structure. The three major participants in the production and the distribution of carbonated soft drinks in the United States include concentrate producers, bottlers and retails outlets. Each ‘participant’ plays an integral role in the entire process that defines the carbonated soft drink industry. Eighty-two percent of the total industry sales can be accounted to three out of the forty concentrate manufacturers in the United States: Coca-cola, PepsiCo and Dr Pepper / 7up. The bottlers on the other hand may be either owned by concentrate producers or franchised bottlers. Retails outlets are very valuable to the industry. With 40% of industry sales accounted to retail outlets, a marketer should definitely take a closer look in this distribution channel (Kerin, R. A., &
Case Analysis: Cadbury Beverages, Inc. Crush Brand ®
Luis Villagomez
Grand Canyon University
MKT 450
September 23, 2012
Case Analysis: Cadbury Beverages, Inc. Crush Brand ®
The carbonated soft drink production industry encompasses firms that blend various ingredients with carbonated water and also package and distribute for resale (IBIS World). With the full industry definition that Cadbury Beverages is a part of, we can effectively help the marketing team, most especially Kim Feil, Cadbury’s Senior Product Manager. In order for Kim and her marketing team to succeed, they must first characterize the carbonated soft drink industry in the United States, describe the changes in the orange category during the year of 1985 to 1989, Cadbury Beverages’ relative competitive position in the US soft drink industry, appropriate brand positioning to effectively plan marketing strategies. Kim must also set the advertising and promotion objectives and a pro forma income statement.
Characteristics of the carbonated soft drink industry in the United States We must first take a look at the overall industry structure. The three major participants in the production and the distribution of carbonated soft drinks in the United States include concentrate producers, bottlers and retails outlets. Each ‘participant’ plays an integral role in the entire process that defines the carbonated soft drink industry. Eighty-two percent of the total industry sales can be accounted to three out of the forty concentrate manufacturers in the United States: Coca-cola, PepsiCo and Dr Pepper / 7up. The bottlers on the other hand may be either owned by concentrate producers or franchised bottlers. Retails outlets are very valuable to the industry. With 40% of industry sales accounted to retail outlets, a marketer should definitely take a closer look in this distribution channel (Kerin, R. A., &
References: Kerin, R. A., & Petersen, R. A. (2007). Strategic marketing problems: Cases and comments (11th ed.). Upper Saddle River, NJ: Prentice Hall. ISBN-13: 9780131871526 IBIS World. Retrieved September 23, 2012 from http://www.marketresearch.com/IBISWorld-v2487/Carbonated-Soft-Drink-Production-Risk-6190507/