Crush Case
...they think of orange soda.
ÿ World’s first soft drink marketer, now 4th largest one
ÿ Schweppes brand equity support
ÿ Crush has is a long life brand
ÿ Crush has high awareness in big cities
ÿ Crush is the most recognized orange flavored soda name
ÿ It is used in many trendy pop-culture outlets (i.e. vintage clothing, popular restaurants
ÿ Crush has sufficient resources
v Weaknesses
ÿ Cadbury Schweppes PLC owns two orange flavored soft drinks, Sunkist and Crush
ÿ Cola’s represent 67% of soft drink consumption while orange flavored only accounts for 3.9%
ÿ Crush is lacking a diet Crush leaving us out of 31% of the industry
ÿ Crush and Sunkist used less on advertising than other companies with orange soft drinks
ÿ Crush had the lowest market coverage of orange sales potential among major competitors because of the decision to try and sell Crush through warehouses rather than through bottlers
ÿ Crush lacks a clear positioning statement that sets them distinctly apart from Sunkist
v Opportunities
ÿ Make the buying process more convenient, get retailers to put Crush on the end of the aisle
ÿ Offers sales promotions
ÿ Make a new line of tropical drinks, and take advantage of licensing opportunities
ÿ Take advantage of the developing market of the internet and create a website were people can by Crush products
ÿ Create an illusion that Crush is the superior orange soda
ÿ There is a Variety of media vehicles
ÿ There is a dynamic market for diet soft drinks
ÿ The major increase in consumption of soft drinks
v Threats
ÿ Crush has huge competition because the soda market is so homogeneous
ÿ There need to be enough resource for heavy advertising expenses
ÿ Unplanned soft drink purchases other that Crush.
Market
v Primary target market for Crush is young adults (18-24) drinking soft drinks. Secondary target market for Crush is...
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