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Cadbury Crush Case Study - School Essays

Cadbury Crush Case Study

Subject: Cadbury Crush

Overview

The following memo addresses Cadbury Beverage's concerns regarding the re-launch of Crush brand soda, specifically focusing on Crush orange soda. The industry holds about $43 Billion US in sales in 1989 and while dominated by Coca Cola and Pepsi, Cadbury has ranked 4th in largest soft drink marketers, containing 3.4% of market share. The Orange flavor category that Crush falls under holds 8% market share. Cadbury also owns Sunkist, another orange flavor drink under that category. With the orange flavor being the third largest category with market share of 3.9% there is ways in which Crush can be structured to reduce cannibalism on Sunkist sales. For ...

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and focus on the placement and maintenance of in-store displays. Since there is a strong relationship between market share and market coverage, we recommend that Cadbury increase the number of Crush bottlers in order to grow and increase brand awareness.

1. Reposition Orange Crush to differentiate it from Sunkist
2. Develop positioning consistent with brand equity
3. Enhance bottling network

Rationale

1. Reposition Orange Crush to differentiate it from Sunkist

With Cadbury acquiring Crush brand soda, it is extremely important to reposition Orange flavored Crush due to its similarity to Cadbury's other orange flavored soda brand, Sunkist. To avoid cannibalism, it is recommended to alter the Crush target market, and positioning and marketing strategies. The target markets range from 12-24 for Sunkist, 18-24 for Mandarin Orange Slice, 18-34 for Minute Maid Orange and Crush brand is positioned at 13-29. It is recommended that Crush expand into not only the 13-29 year ...

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Cadbury Crush Case Study. (2014, April 17). Retrieved April 23, 2024, from http://www.essayworld.com/essays/Cadbury-Crush-Case-Study/103959

"Cadbury Crush Case Study." Essayworld.com. Essayworld.com, 17 Apr. 2014. Web. 23 Apr. 2024. <http://www.essayworld.com/essays/Cadbury-Crush-Case-Study/103959>

"Cadbury Crush Case Study." Essayworld.com. April 17, 2014. Accessed April 23, 2024. http://www.essayworld.com/essays/Cadbury-Crush-Case-Study/103959.

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PAPER DETAILS

Added: 4/17/2014 06:42:37 PM
Submitted By: Meow3577
Category: Business
Type: Premium Paper
Words: 864
Pages: 4

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