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Essay about Cadbury Beverages Case Analysis

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RUNNING HEAD: CADBURY BEVERAGES INC. CASE ANALYSIS

Cadbury Beverages Inc. Case Analysis
October 3, 2010

Cadbury Beverages, Inc. Case Analysis
Marketing executives at Cadbury Beverages, Inc. want to re-launch the 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 of that which
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That is why Cadbury should maximize its diet drinks market share (Kerin, 2007).
Buyer Behavior
US consumers drink more soft drinks than tap water. Most purchases in supermarkets are unplanned because people are sensitive to price promotions, in-store displays and all point- of- sales promotions. In a geographical sense, the national consumption per capita is 46.7 gallons with per capita consumption the highest in the East South Central states. It is the lowest in the Mountain states at 37.1 gallons. Higher consumption usually occurs during the summer months and is called seasonal consumption (Kerin & Peterson, 2007).
Brands and Products

There are more than 900 registered brand names in the US. The top 10 brands are marketed by the 3 leading US soft drinks companies which are Coca-Cola, PepsiCo and Dr. Pepper/7up. The cola flavor is the most popular of carbonated soft drinks in the US with 65.7% of the market share. The orange flavor comes in 3rd with only 3.9% of the market share. As far as market segments are concerned there are only two segments; the regular carbonated soft drink and the diet carbonated soft drink (Kerin & Peterson, 2007).
SWOT Analysis:

Strengths of this brand include: it is the 4th largest marketer, brand longevity, and it has a large/high awareness in big cities. Its’ weaknesses are: low market share, low market coverage, limited bottlers’ network, relatively low advertising
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