Cadbury Beverages, Inc.
Crush Brand
By:
Steven Gutowitz
Grant Marlowe
Josh Winkler
1
Summary
Cadbury Schweppes PLC is the world’s third largest soft drink
marketer.
Total annual sales in 1989 were $4.6 billion.
Primary Competitors include PepsiCo. and Coca-Cola.
PLC acquired the Crush carbonated beverage brand in 1989 for
$220 million.
3 distribution channels involved in carbonated soft drink sales.
(Concentrate Producers, Bottlers, Retail Outlets.)
Orange Flavor soda accounts for 3.9% of soft drink sales.
Cadbury Schweppes faces the challenge of ‘re-vitalizing’ the
Crush Soft Drink Brand.
2
Flavors


• Crush Frozen Orange Dream
• Crush Tropical Punch[5]

Crush Fruity Red[6]

• Crush Ginger Beer

• Crush Grapefruit

• Crush Grape

• Crush Lemon[7]

• Crush Lemon-Lime[5]

• Crush Lime[5]

•Crush Nectar
• Crush Orange[5]
• Crush Peach[5]
• Crush Peach Sour[6]
• Crush Pear
• Crush Pineapple[5]
• Crush Pink Grapefruit[6]
• Crush Red Cream
• Crush Red Licorice[6]
• Crush Root Beer
• Crush Sarsi
• Crush Soda Water (Kuwait,
1970s–1990s)
• Crush Sour Apple (briefly offered
in 2005)
• Crush Strawberries 'n' Cream
• Crush Strawberry[5]
• Crush Strawberry Lemonade
• Crush Wild Cherry Cola[7]
• Crush Watermelon
• Diet Crush Cream Soda
• Diet Crush Grape\
3
Primary Problem
u Cadbury Beverages, Inc. has taken on the
challenge of trying to rejuvenate the bottling
network for Crush soft drink brand.
4
Secondary Problems
u
Figure out the brand equity of Crush
u
Developing a new advertising and promotion program
u
Build relationships with bottlers
u
Increase advertising and promotional expenditures
5
Industry Background

There are 3 main actors in the production and distribution of the soft drink market:
1.
Concentrate Producers:
2.
3.
•
40 concentrated producers in the United States
•
82% of the industry sales are dominated by Coca-Cola, PepsiCo and Dr.
Pepper/Seven Up
Retail Channels:
•
Supermarkets: Account for 40% of carbonated soft drink industry sales
•
Other retail channels: Convenience stores, vending machines, fountain service,
and thousands of small retail outlets.
Bottlers:
•
Approximately 1,000 bottling plants in the United States covert flavor concentrate
into carbonated soft drinks.
•
Either owned by concentrated producer or franchised to sell the brands of
concentrated producers.
•
Franchise bottlers can:
1.
Package and distribute product is defined territories.
2.
Not allowed to market a directly competitive major brand.
6
SWOT Analysis
STRENGTHS
WEAKNESSES
•4th
Largest soft drink marketer in the US.
•High name awareness in the markets served by existing
and new bottlers.
•High brand awareness in big cities
•Possible cannibalization with Sunkist
•Low advertising compared to competitors
•Low market share
•Low market coverage
•(one more)
OPPORTUNITES
THREATS
•American consumers drink more soft drinks then tap
water.
•Market for diet products has increased over the years
•Many different ways to advertise and promote
•More than 900 registered brand names for soft drinks in
US.
•Cola accounts for slightly less than 2/3 of total
carbonated soft drink sales
•Entrance of PepsiCo Mandarin Orange Slice could take
market share.
•Minute Maid and Mandarin Orange slice accounted for
84% of all advertising expenditures in the orange
category.
7
Consumer Analysis
u Married women with children under the age of 18.
u Respond favorably to price. (use of point-of-sale
promotions, displays, etc.)
u Purchases are somewhat seasonal.
•
Sales are slightly higher in the summer months
u Diet products are more pronounced among
consumers over 25 years old while teenagers and
younger consumers drink regular soft drinks.
8
Competitor Analysis
Market Share
PepsiCo- Mandarin Orange Slice=20.8%
Cadbury- Sunkist= 14.4%
Coca Cola- Minute Maid Orange= 14%
Cadbury- Orange Crush= 7.5%
Position
-Minute Maid Orange- emphasis on its orange flavor (18-34)
-Sunkist- focused on the teen lifestyle (12-24)
-Orange Slice- focused on the contemporary youth culture (18-24)
-Crush- focused on their bold imagery with thirst quenching benefits (13-29)
Variety of Merchandising Promotions Used
-“Dealer loader” is a premium given to retailers
-End-of-aisle displays/other types of free standing displays
-Shelf banners
-Sponsorships of local sports and entertainment events, plastic cups and napkins featuring the brand logo
-Coupons, on-package promotions, and sweepstakes
9
Corporation Analysis

•
Dec. 12th 1989
Cadbury Schweppes PLC (London, England)
•
Beverage Division: Cadbury Beverages, Inc. (Stamford,
Connecticut)
•
Product’s Sold Include: Tonic Water, Club Soda, Ginger Ale, Root
Beer, Sunkist, Crush, Mott’s Apple Juice.
•
World Wide sales of $4.6 billion in 1989
•
One of the World’s Largest Multinational Firms. 4th largest soft
drink marketer in the United States. 3.4% market share.
10
Additional Questions
 3-What is Cadbury Beverages relative competitive
position in the U.S. soft drink industry? in the orange
category?
•
Bold User Imagery with thirst quenching benefit.

Teens 13-29.
•
“Dont Just quench it, CRUSH it.”
•
Two Liter 64%, Cans 31%
11
Odd Facts
•
Clayton J. Howell included the word "crush" in
the original soft drink's name to refer to the
process of extracting oils from oranges.
•
Crush Cherry made its debut in 2010, continuing
Crush's spectacular growth
12
Our Recommendations
 1. Re-Establishing the bottling network.

 2. Advertising and Promotion Program

(Objectives, Strategies, Expenditures)
 3. Consumer Advertising Vehicles
 (Make sure positioning is consistent with previous
positioning)
13