Name: Chao Li‚ Sharon Stell Professor: Elias G. Rizkallah Class: MKTG 676 Advertising Management Group case study March-06-2013 1. Background: (1) History: 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. Company is the
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industry sales o Orange Category (diet & regular) accounts for about 3.9% of soft drink sales Top 4 ‘orange’ brands: Sunkist‚ Slice‚ Minute Maid‚ Crush - Company: Cadbury o 1989‚ $4.6 billion in worldwide sales beverages accounted for 60% ($2.76 Billion) o 3.4% soft drink market share o 3rd largest soft drink marketer behind Coke & PepsiCo o Sunkist available in markets representing 91% of orange sales; Crush available in 62% o 16% of advertising for top 4 orange brands spent by Sunkist
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Strategic Focus and Plan The Mission Crush brand of fruit flavored carbonated beverages. Three issues were prominent. First‚ immediate efforts were needed to rejuvenate the bottling network for the Crush soft drink bard. Second‚ accounting to one executive‚” to sort through and figure out what the Crush brand equity is‚ how the brand was built… and develop a base positioning.” Third‚ a new advertising and promotion program for Crush had to be developed‚ including setting objectives‚
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to take up a challenge of relaunching the Crush soft drink brands. A marketing plan is strategically developed to achieve the target of the organization. The primary objective of this marketing plan is to relaunch the Crush brand through improved market coverage. With the effort to relaunch the Crush Brand‚ Cadbury Beverages (CB) had identified three issues that were immediately noticeable which are affecting the current coverage and sales of the Crush brand in the market. These issues which subsequently
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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
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Advertising and Promotion Objectives and Strategies for Cadbury’s Crush Products One of the most critical parts of ensuring a successful repositioning of Cadbury Crush product(s)‚ specifically the orange flavor‚ as agreed by the Cadbury’s executives is the development of an advertising and promotion program. Marketing Momentum Unlimited (MMU) will provide guidance; regarding the most effective approach to setting realistic and measurable communications and sales-oriented objectives‚ in order
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drinks • 1989 acquired Crush brand worldwide along with soft drink companies in Spain‚ Portugal‚ France‚ and Belgium The Re-launch: Cadbury decides to re-launch Crush brand‚ specifically the orange soda flavor because of the past success. The industry of the orange flavor‚ while on a decline‚ was rejuvenated by Minute Maid Orange and Mandarin Orange in the mid 1980’s due to widespread distribution‚ heavy advertising‚ and creative promotions. The marketing effort of the Crush brand can capitalize
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following brands: Crush‚ Hires‚ and Sun-Drop soft drinks. However‚ Cadbury has seen several challenges arise in the eve of their next attempt to lead the market. Senior marketing executives decided to focus generally on the Crush brand of fruit flavored carbonated beverages. The key issues that were foreseen by Cadbury executives were the rejuvenation of the bottling network‚ figuring out brand equity‚ and develop new positioning. Lastly‚ there are numerous opportunities available for Crush to take advantage
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” Sophocles’ Oedipus Rex. Ed. Harold Bloom. New York: Chelsea House. 2007. 71-90. Print. Li Jianwu Wang Linlin. “The Unavoidable destiny tragedy—the textual analysis on The Thunderstorm.” [Nanyi Duobi De Mingyun Beiju—Leiyu Wenben Fenxi] Taiyuan: Masterpieces Review: 14 (2009): 85-88. CNKI. Web. 1 May 2013. Wan Ping. “A tentative study on the tragic essence of The Thunderstorm” [Shilun Leiyu De Beiju Yiyun] Beijing: Literary Criticism: 3 (2010): 134. CNKI. Web. 1 May 2013. Xin Xianxi
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******************************* Ch.6 : Cadbury Beverages‚ Inc: Crush brand : Pg 249 Q.1 How would you characterize the carbonated soft drink industry in the US? Q.2 How would you describe the changes in the orange category during the period 1985 to 1989? What can be learned from these changes? Q.3 What is Cadbury Beverages relative competitive position in the U.S. soft drink industry? In the orange categody? Q.4 Based on your assessment of the soft drink industry‚ the orange flavored category‚ and the competitive situation
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