Crush Case
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Target Market
SWOT Analysis
v Strengths
ij The name “Crush” is the first name people think of when they think of orange soda.
ij World’s first soft drink marketer, now 4th largest one
Ді Schweppes brand equity support
Ді Crush has is a long life brand
Ді Crush has high awareness in big cities
Ді Crush is the most recognized orange flavored soda name
Ді It is used in many trendy pop-culture outlets (i.e. vintage clothing, popular restaurants
Ді Crush has sufficient resources
v Weaknesses
Ді Cadbury Schweppes PLC owns two orange flavored soft drinks, Sunkist and Crush
ij Cola’s represent 67% of soft drink consumption while orange flavored only accounts for 3.9%
Ді Crush is lacking a diet Crush leaving us out of 31% of the industry
Ді Crush and Sunkist used less on advertising than other companies with orange soft drinks
Ді 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
Ді Crush lacks a clear positioning statement that sets them distinctly apart from Sunkist
v Opportunities
Ді Make the buying process more convenient, get retailers to put Crush on the end of the aisle
Ді Offers sales promotions
Ді Make a new line of tropical drinks, and take advantage of licensing opportunities
Ді Take advantage of the developing market of the internet and create a website were people can by Crush products
Ді Create an illusion that Crush is the superior orange soda
Ді There is a Variety of media vehicles
Ді There is a dynamic market for diet soft drinks
Ді The major increase in consumption of soft drinks
v Threats
Ді Crush has huge competition because the soda market is so homogeneous
Ді There need to be enough resource for heavy advertising expenses
Ді Unplanned soft drink purchases other that Crush.
Market
v Primary target market for Crush is young adults (18-24) drinking soft drinks. Secondary target market for Crush is families with children drinking soft drinks.
Competitive Analysis
v Key Benefits and positioning used by major competitors:
Ді Mandarin Orange Slice
Дџ Marketed by PepsiCo.
Дџ Market Leader
Дџ Market Share 20.8%
Дџ 50% of its case volume sales were regular orange soft drinks and 50% were diet orange soft drinks
Дџ Mandarin Orange is available in markets that represented 88% of total orange category sales.
Дџ Positioning: “Who’s Got the Juice” Contemporary youth culture
Дџ Target: Young adults, 18-24
Дџ House hold size: 1-2 (no children)
Дџ Package sales mix:
• Two-liters 54%
• Cans 42%
• Other 4%
Дџ Loyalty: 55%
Ді Sunkist
Дџ Sold by Cadbury Beverages, Inc.
Дџ Market Share 14.4%
Дџ 50% of its case volume sales were regular orange soft drinks and 50% were diet orange soft drinks
Дџ Sunkist is available in markets that represented 91% of total orange category sales.
ğ Positioning: “Teens on the Beach”; “Drink in the Sun”
Дџ Target: Teens, 12-24
Дџ House hold size: 3-4 (Children at home)
Дџ Package sales mix:
• Two-liters 51%
• Cans 42%
• Other 9%
Дџ Loyalty: 36%
Ді Minute Maid Orange
Дџ Coca-Cola
Дџ Market Share 14%
Дџ 82% of its case volume sales were regular orange soft drinks and 18% were diet orange soft drinks
Дџ Sunkist is available in markets that represented 88% of total orange category sales.
ğ Positioning: “The orange, orange” orange flavor, taste of real orange
Дџ Target: Young adults, 18-34
Дџ House hold size: 1-2 (no children)
Дџ Package sales mix:
• Two-liters 54%
• Cans 41%
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