Outline
I- INTRODUCTION
II- THE CARBONATED SOFT DRINK INDUSTRY
A) The industry structure
B) Brand competition & consumer behavior
III- ORANGE CATEGORY
A) Competition analysis
B) Competitor Positioning and Advertising
C) Competitor Pricing & Promotions
IV- CADBURY’S COMPETITIVE POSITION IN THE US SOFT DRINK MARKET AND ORANGE CATEGORY
A) SWOT Analysis
B) Key Success Factors
V- MEDIA ADVERTISING $ PER CASE FOR MAJOR BRANDS
VI- PRO FORMA INCOME STATEMENT FOR ORANGE CRUSH
A) Forecast of $ sales
B) Pro Forma Income Statement
VII- CRUSH’S OBJECTIVE AND STRATEGIES IN TERMS OF ADVERTISING AND PROMOTION
VIII- CONCLUSION: CRUSH ORANGE POSITIONING RECOMMENDATIONS
A) Target:
B) Segment:
C) Advertising:
I- Introduction
Cadbury Schweppes PLC is the world’s first soft-drink maker going back to year 1783 where it marketed the artificial mineral water in London. Then they expanded all over the world, especially in the British Commonwealth. In 1969, Schweppes decided to diversify into food products and merged with Cadbury, a major British candy maker who began its business in 1830, thus the company became a major global soft drink and confectionery marketer.
In 1989, Cadbury Schweppes had total turnover of $4.6 billion and was present in 110 countries. They were also ranked 457th in Business Global 1000. During ...