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Cadbury - School Essays

Cadbury

SUMMARY

Introduction p.2

I- The carbonated soft drink industry in the US

- Industry structure p.4
- Industry economics p.5
- Brands & Products p.6
- Consumption behavior p.7


II- Changes in the orange category during the period 1985-1989

- Orange category p.8
- Relation between market share & market coverage p.11
- Relation between market share & advertising share p.13
- Brands positioning p.15

III- Cadbury competitive position in the US

- Swot analysis p.16

IV- Crush Positioning p.18

V- Crush advertising & promotion program

- Objectives & strategies p.18
- Advertising ...

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companies and the world's third largest soft drink marketer (behind Coca-Cola and PepsiCo), with worldwide sales of $4.6 billion, performed in 110 countries. Beverages accounted for 60 percent of company sales and 53 percent of its operating income.

Additionally, at that time, Cadbury Beverages, Inc. was the fourth biggest soft drink marketer in the US (behind Coca-Cola, PepsiCo, Dr.Pepper-7Up), with a carbonated soft drink market share of 3.4 percent, and the market leader in some specific soft drinks categories (see exhibit 1).

EXHIBIT 1.

|Brand name |Leader in category |% of the US soft drink sales |
|Canada Dry |Ginger ale, soda/seltzer |39 |
|Sunkist |Orange-flavored carbonated |22 |
| |soft drinks | ...

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|Gross Margin |Net Margin |
|Carbonate |manufacture the basic flavors |86% |16% |
|Producers | | | |
|Bottlers |add sweetener to carbonated water |46% |15% |
| |package in bottles and cans | | |


2. Diet soft drinks:

|Actors |Functions ...

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Cadbury. (2012, November 27). Retrieved December 23, 2024, from http://www.essayworld.com/essays/Cadbury/102018
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PAPER DETAILS
Added: 11/27/2012 02:27:37 PM
Submitted By: artemes90
Category: Business
Type: Premium Paper
Words: 2560
Pages: 10

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