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Case study Schweppes Raspberry Ginger Ale

Essay specific features

 

Issue:

Business

 

Written by:

William J

 

Date added:

February 10, 2016

 

Level:

 

Grade:

A

 

No of pages / words:

2 / 374

 

Was viewed:

1708 times

 

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Essay content:

That once again shows that the marketing performance of SRGA is successful and in the right direction. As to the issue of cannibalization, this was predictable and represents the standard way of development - 26% of SRGA sales came at the cost of CBNA other Ginger Ales, though initially estimated only 20%...
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This data means that even compared to other CBNA Ginger Ales SRGA marketing, distribution as well as composition and taste is better. The other CBNA products sales are almost unaffected by introduction of SRGA as predicted. For the current point Net Income from Schweppes Ginger Ales is increased by USD 440 000 (if we calculate the approximate income with SRGA and without it), if we take into the consideration that SRGA took only 3 percents of other Schweppes Ginger Ales...
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