Essay about Cadbury Beverages Inc. Crush Brand Case Study

Essentially, the soft-drink industry is largest beverage industry. It gross millions a year, and has different distribution channels. For example, these soft-drinks are sold in supermarket, Vending Machines, Gas stations, etc. The cost is incomparable to the amount of consumer we currently have in America. If Americans consumer on average 50 gallons in a year. The cost of 2.00 is not missed by the average person. With that said, there is a least likely chance that a person would attempt to duplicate the process at home. The soda making process is too time consuming, and inconvenient when a person can simply can go to the store to purchase. Consumers can either be very loyal to the brand or fickle. Influx in prices can make consumers switch very quickly. However, there are typically incentives associated with loyalty. There are giveaways and contest that entices the customers to keep purchasing. For example, Snapple does this with a real fact on every lid. I personally know people that will buy the product just to read the facts.

Pepper/Seven Up, Inc. and Squirt Competitive situation in the U.S. carbonate soft drink industry (considering different region/ethnic/age segments and positioning)? Do a SWOT analysis.

Cadbury is a British multinational confectionery company wholly owned by Mondelez International since 2010. It is the second-largest confectionery brand in the world after Wrigley's. Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide. It is famous for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company's workers improved living conditions. Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's best-selling product. Cadbury, alongside Rowntree's and Fry, were the big three British confectionery manufacturers throughout much of the nineteenth and twentieth centuries.

Crush is in the process of re-establishing and expanding its relationship with bottling companies and it appears that the bottling network will be repaired to the point that Crush would be represented in 75% of the total orange category in time for the re-launch of the Crush brand. They need to engage in strategic meetings with marketing and sales representatives of both Crush and the bottling companies to develop an overview of the new positioning campaign. These relationships are key to Crush’s ability to regain market share and vastly improve their marketing coverage. Bringing the bottlers in to help

| Clearly there is a big gap between the quality perception in Canada and the United States. Canadian consumers are implying that they want a higher quality product and a product that is more convenient for children.

Hawaiian Punch has much less control over the sale and distribution of the brand in the direct to store network and sold much less in volume, but does receive very high gross margin contribution after marketing. This network accounts for only eighteen percent of total brand sales but contributes forty-one percent of the gross contribution of the brand. The target market is also different from the finished goods network. In the direct to store model the target market is households with children six to seventeen years old, focusing on teenagers. This needs to continue since this category, carbonated soft drinks, is over twenty-eight percent of the total beverage market and has been growing in both volume and market share. By being in this distribution network, it allows for not only additional sales but the ability to target a different market segment, the teenage; who most likely drank Hawaiian Punch from the juice aisle and now will choose it from the carbonated drinks aisle.

Dr. Pepper/Seven Up, Inc. is the company which produces the brand Squirt. “Squirt is a caffeine-free, low sodium carbonated soft drink brand with a distinctive blend of grapefruit juices that gives it a tangy, fresh citrus taste. Squirt is the best selling carbonated grapefruit soft drink brand in the U.S.” (Kerin and Peterson, 2010) Kate Cox, the brand manager responsible for Squirt believes that market targeting and product positioning are key elements in Squirt’s advertising and promotional plan development. This case study will provide a summary and analysis of Dr. Pepper/Seven Up, Inc.’s options and the examination into the company’s strengths, weaknesses, threats, and opportunities.

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

1. What is PepsiCo’s corporate strategy? Briefly identify the business strategies that PepsiCo is using in each of its consumer business segments in 2008.

This report focuses on how the company innocent drinks developed their marketing strategy in terms of brand positioning and marketing mix and with the help of SWOT analysis,

Kraft is a worldwide food and beverage company active in more than 150 countries with annual revenues of $48 billion while Cadbury is a worldwide producer and seller of chocolate and sugar confectionery products in over 60 countries. As stated by the European Commission: “Both Kraft and Cadbury are strong players in the chocolate confectionary business in the European Economic Area. With its

Cadbury Schweppes is a UK-based beverage and confectionary group founded in 1969 with the merger of two English groups (Cadbury and Schweppes). This family-managed group grew and flourished through the years. It became an international major player in the late 80s and was admired by its peers for such an ascent.

The three subsectors of sugarised gum, sugarfree gum and bubblegum, grew at average rates of 0.5%, 7% and 1% respectively over the same period. The faster growth of sugarfree gum reflects the grow th in demand for products with a functional benefit. Bubblegum products are mainly aimed at children and are showing faster rates of growth in developing markets where the child population is large and growing. The functional confectionery and g um sectors are highly attractive given: they are highly branded; the products are premium priced with consumers willing to pay for functionality and convenience; and improvements in functionality (based on R&D) are a key driver of demand. Adams’ Key Brands Four “power” brands account for over 70% of Adams’ sales – the Halls brand, the Trident and Dentyne gum brands and the “Bubbas” range of bubblegums. Among these key brands, Adams has the number one sugar confectionery brand in the world, the number one chewing gum brand, the number one sugarfree gum brand and the number one bubblegum brand. • Halls is the number 1 global sugar confectionery brand and has a significant lead over other major sugar brands. It is also the number one medicated confectionery brand with a 22% value share of the world market in 2001. Halls has strong positions in 24 markets around the world. In 2001, it accounted for 27% of Adams’ sales and during 2000 and 2001 showed compound average sales growth of 2.4% at constant exchange rates. The product

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.

In particular, there are 5 main competitors that Trung Nguyen has to consider mostly: Turabo café, Starbucks, Costa Coffee, Bourbon and Gloria Jean’s Coffee. Moreover, in term of analyzing market, the SWOT analysis will come up to present a critical situation for Trung Nguyen Company.