Cadbury Beverages, Inc.

Cadbury Beverages, Inc. is the beverage manufacturing division of Cadbury Schweppes PLC. It was created in 1969 by a merger of Schweppes PLC (the first world's soft drink maker) and Cadbury (a major British confectionary manufacturer). In 1989, The Cadbury Schweppes PLC was one of the world's largest multinational companies and the world's third largest soft drink marketer (behind Coca-Cola and PepsiCo), with worldwide sales of $4.6 billion, sold in 110 countries. Beverages accounted for 60% of company sales and 53% of its opperating income.

In January 1990, the Cadbury marketing executives decided to take up the challenge of relaunching the Crush soft drink brands, recently acquired from Procter & Gamble. In the beginning, the marketing execitives inteded to focus on relaunching the Crush brand on the soft drinks market. The problem being how to best relaunch the crush brand of fruit flavored carbonated beverages without comprimising the brand or completely canabalizing our Sunkist brand while making a profit. As a result three main issues need to be tackled:

• Rebuilding a cooperative relationship with bottlers

• Developing a base brand positionsing consistant with the brand equity

• Developing and budgeting the advertising and promotion program

There are three main participants in the manufaxturing and distribution of carbonated soft drinks in the United States: concentrate procucers, bottlers, and retailers. The concentrate