Cadbury Shweppes Case Study

2877 Words 12 Pages
Register to read the introduction… In the beginning, the marketing executives intended to focus on relaunching the Crush brand on the soft drinks market. As a result, three main issues need to be tackled:

- rebuilding a cooperative relationship with bottlers, - developing a base brand positioning consistent with the brand equity, - developing (objectives, strategies) and budgeting the advertising and promotion
…show more content…
Market Shares’ Changes in 1985-1989.

| |Year |
|Brand | |
| |1985 |1986 |1987 |1988 |1989 |
|Sunkist |32% |20% |13% |13% |14% |
|MOS |- |16 |22 |21 |21 |
|MMO |- |8 |14 |13 |14 |
|Crush |22 |18 |14 |11 |8 |
|Total of top 4 brands |54 |62 |63 |58 |57 |

❖ Advertising Expenses.
As for changes in advertising approach, two trends were apparent at that time. Since 1996 (the year when MOS and MMO were introduced nationally) the total expenditures for print and broadcast media declined each year (see Exhibit 8). On the other hand, the variety of media used for advertising increased, in addition to some traditionally used media like spot television and billboards, some new ones submerged, including broadcast media (network, spot, syndicated, and cable TV and network radio) and print media (outdoor, magazines, and

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