Cadbury Beverages Case

Introduction

Marketing executives at Cadbury Beverages, Inc. wants to re-launch the following brands Crush, Hires, and Sun-Drop soft drinks but Cadbury has seen several challenges rise 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 I will discuss in this case that deals with new positioning towards a different segment and an needed rejuvenation of the bottling network.

Description of the Carbonated Soft Drink Industry in the U.S

The carbonated soft drink industry structure has three major participants that deal with production, distribution, and help market by developing trade promotions to the principal outlet. These contributors to the industry are concentrate producers, bottlers, and retail outlets. Cadbury beverages conduct in this industry is built by heavy investment in advertising, selling, and promotion.

The performance of the orange flavored industry represents 3.9 percent market share stacked up against the other major flavors in the industry (cola, lemon-lime, orange, root beer, ginger