vintage clothing, popular restaurants
y Crush has sufficient resources
v Weaknesses
y Cadbury Schweppes PLC owns two orange flavored soft drinks, Sunkist and Crush
y Cola’s represent 67% of soft drink consumption while orange flavored only accounts for 3.9%
y Crush is lacking a diet Crush leaving us out of 31% of the industry
y Crush and Sunkist used less on advertising than other companies with orange soft drinks
y 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
y Crush lacks a clear positioning statement that sets them distinctly apart from Sunkist
v Opportunities
y Make the buying process more convenient, get retailers to put Crush on the end of the aisle
y Offers sales promotions
y Make a new line of tropical drinks, and take advantage of licensing opportunities
y Take advantage of the developing market of the internet and create a website were people can by Crush products
y Create an illusion that Crush is the superior orange soda
y There is a Variety of media vehicles
y There is a dynamic market for diet soft drinks
y The major increase in consumption of soft drinks
v Threats
y Crush has huge competition because the soda market is so homogeneous
y There need to be enough resource for heavy advertising expenses
y Unplanned soft drink purchases other that Crush... displayed 300 characters
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Secondary target market for Crush is families with children drinking soft drinks.
Competitive Analysis
v Key Benefits and positioning used by major competitors:
y Mandarin Orange Slice
? Marketed by PepsiCo.
? Market Leader
? Market Share 20.8%
? 50% of its case volume sales were regular orange soft drinks and 50% were diet orange soft drinks
? Mandarin Orange is available in markets that represented 88% of total orange category sales... displayed 300 characters
