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Crush Case. ... SITUATIONAL ANALYSIS Cadbury Beverages, Inc. is the beverage
division of Cadbury Schweppes PLC, a major global soft ...
Crush Case. Target Market SWOT Analysis v Strengths The name Crush is the
first name people think of when they think of orange soda. ...
... Marketing Strategy (Controllable) Objectives of the Marketing Program o Focus initial
attention on the orange flavor (66.6% of total Crush case volume) o Focus ...
... Lastly, there are numerous opportunities available for Crush to take advantage of
that I will discuss in this case that deals with new positioning towards a ...
... per case Sunkist (14%): 315,000,000*14% = 44,100,000 cases Media advertising per
case: 2,301,000 / 44,100,000 = 0.05 $ per case Crush (8%): 315,000,000 ...
Submitted by soccerhottie922 on April 17, 2008
Category: Business
Words: 5688 | Pages: 23
Views: 121
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Target Market
SWOT Analysis
v Strengths
ÿ The name “Crush” is the first name people think of when they think of orange soda.
ÿ World’s first soft drink marketer, now 4th largest one
ÿ Schweppes brand equity support
ÿ Crush has is a long life brand
ÿ Crush has high awareness in big cities
ÿ Crush is the most recognized orange flavored soda name
ÿ It is used in many trendy pop-culture outlets (i.e. vintage clothing, popular restaurants
ÿ Crush has sufficient resources
v Weaknesses
ÿ Cadbury Schweppes PLC owns two orange flavored soft drinks, Sunkist and Crush
ÿ Cola’s represent 67% of soft drink consumption while orange flavored only accounts for 3.9%
ÿ Crush is lacking a diet Crush leaving us out of 31% of the industry
ÿ Crush and Sunkist used less on advertising than other companies with orange soft drinks
ÿ Crush had the lowest market coverage of orange sales potential among major competitors because of the decision to try and sell Crush through warehouses rather than through bottlers
ÿ Crush lacks a clear positioning statement that sets them distinctly apart from Sunkist
v Opportunities
ÿ Make the buying process more convenient, get retailers to put Crush on the end of the aisle
ÿ Offers sales promotions
ÿ Make a new line of tropical drinks, and take advantage of licensing opportunities
ÿ Take advantage of the developing market of the internet and create a website were people can by Crush products
ÿ Create an illusion that Crush is the superior orange soda
ÿ There is a Variety of media vehicles
ÿ There is a dynamic market for diet soft drinks
ÿ The major increase in consumption of soft drinks
v Threats
ÿ Crush has huge competition because the soda market is so homogeneous
ÿ There need to be enough...
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