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Submitted by marlenes on April 18, 2008
Category: Business
Words: 2445 | Pages: 10
Views: 47
Popularity Rank: 95,036
Average Member Grade: N/A (Add a Comment / Grade this Paper)
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 this year its beverages accounted for 60% of company’s worldwide sales and 53% of operating incomes. Confectionery items accounted for 40% of worldwide sales and represented 40% of operating incomes.
Note: Cadbury Schweppes beverage sales=60%*$4.6billion=$2.76 billion
Cadbury Beverages Inc. is the beverage division of Cadbury Schweppes PLC, the world’s third largest soft drink marketer behind Coca Cola and PepsiCo. The company...
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