Crush Case

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Marie K


Date added:

April 9, 2013








No of pages / words:

2 / 335


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... The company decided further to focus initial attention on the Crush brand of fruit-flavored carbonated beverages. Problem Definition: Can Cadbury successfully relaunch Crush in the orange soda market? ... Business Definition (Cadbury Beverages, Inc. ... 8%), Sunkist by Cadbury Beverages (14.4%), Minute Maid Orange by Coca-Cola (14%), Crush by Cadbury Beverages (7...
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... 3%) ?« Slightly over 70% regular soft drinks ?« Competitors offer both, regular and diet varieties ?« Market coverage of Crush decreased from 81% (1985) to 62% (1989) while competitive market coverage generally increased ?« Each brand has a unique position within the orange category The target audience (general soft drink industry) ?« Typical supermarket purchaser of soft drink is a married woman with children under 18 years of age living at home ?« Purchasers respond favorably to price (coupon) promotions, in-store displays, and other forms of point-of-sale promotions ?« Over 25 years consumers drink more diet beverages while teenagers are heavy users of regular soft drinks D...
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