Crush - Market Analysis Essay

2877 Words Feb 26th, 2013 12 Pages
SUMMARY

Introduction p.2
I- The carbonated soft drink industry in the US - Industry structure p.4 - Industry economics p.5 - Brands & Products p.6 - Consumption behavior p.7

II- Changes in the orange category during the period 1985-1989

- Orange category p.8 - Relation between market share & market coverage p.11 - Relation between market share & advertising share p.13 - Brands positioning p.15

III- Cadbury competitive position in the US - Swot analysis p.16

IV- Crush Positioning p.18
V- Crush advertising & promotion program - Objectives & strategies p.18 - Advertising budget
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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 program.

I- THE CARBONATED SOFT DRINK INDUSTRY IN THE UNITED STATES

➢ Industry Structure

Three main actors participate in manufacturing and distribution of carbonated soft drinks in the United States: concentrate producers, bottlers, and retailers. The concentrate producers’ and bottlers’ roles and margins of are different for

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